Marketing luxury brands

Executive Education

This program has now concluded. If you are interested in attending future sessions, please submit an expression of interest to our team.

Curtin Perth

Express your interest

Cost

$429 which includes a delicious morning tea, lunch and afternoon tea.

For Curtin staff, students and alumni, the subsidised program cost is $379 – please provide your staff/student ID when registering

Note: Curtin MBA students will receive 10 professional portfolio points for attending this Masterclass

Express your interest

This program has now concluded. If you are interested in attending future sessions, please submit an expression of interest to our team.

In a retail world cluttered with cheap imitations, luxury brands must distinguish themselves to retain their prestige and mystique.

If you are interested in learning how to pitch or position a luxury brand, this exciting one-day program will teach you techniques to help you understand your audience and develop effective marketing strategies for unique products and services.

Key takeaways

In the Masterclass you will:

Understand the characteristics of luxury brands, the implications of brand positioning and creating value with the luxury brand label
Use analytics to guide design, implementation and return-on-investment for the luxury brand label
Appreciate the basics of digital marketing and its potential benefits for luxury marketing through case studies

Who is this program for?

Program schedule

Time	Title	Description
8.30 – 9.30am	Branding and creating value with the luxury label	Conceptualising luxury branding in product and service categories
9.30 – 10.15am	Negotiating positioning on the luxury-premium continuum exercise	Identifying luxury brand attributes and perceptual mapping of attendees’ own brand or company
10.15 – 10.30am	Networking Morning Tea
10.30 – 11.30am	The agency analytics in luxury marketing	Exploring and discussing the use of analytics to develop and evaluate the luxury label
11.30am-12.15pm	Preparing a creative brief for a marketing communication agency	Introducing a luxury brand label to the market
12.15 – 12.30pm	Wrap-Up
12.30 – 1.15pm	Networking Lunch
1:15 – 2.00pm	Luxury marketing in the digital era	Explore case studies and discuss luxury marketing strategies in the digital era
2.00 – 2.30pm	Hands-on SEO and analytics exercise	Supervise attendees to conduct a step-by-step SEO exercise and analytic exercise for their own brand or company
2.30 – 3.00pm	Biometrics and neuromarketing in luxury marketing (Part I)	Explore and discuss the use of biometrics and neuromarketing to optimise luxury marketing strategies
3.00 – 3.20pm	Networking Afternoon tea
3.20 – 3.50pm	Biometrics and neuromarketing in luxury marketing (Part II)	Explore and discuss the use of biometrics and neuromarketing to optimise luxury marketing strategies
3.50 – 4.15pm	Preparing a brief for research or consultancy firm	Supervise attendees to prepare a briefing for research and consultancy
4.15 – 4.45pm	Consumer Research Lab tour (in two batches)	Tour the lab and finishing off briefing
4.45 – 5pm	Wrap-Up

About the facilitators

Vanessa Quintal

Associate Professor Vanessa Quintal has extensive experience in marketing management in the hospitality, fashion, entertainment, travel and education sectors in Asia and Australia.

Dr Billy Sung

Winner of the DuPont Innovation Award, Dr Billy Sung specialises in the use of biometrics including facial expression, eye tracking and brainwave analysis to conduct market and consumer research.

Marketing luxury brands

Hear more about this program

About the facilitators

Vanessa Quintal

Dr Billy Sung