Marketing Luxury Brands
Part of the CBS Executive Education Masterclass Series
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.
Date: Wednesday, 24 October 2018
Time: 8.30am – 5pm
Where: Curtin University Bentley Campus
(This program will be held across multiple venues, including The Agency and Curtin Medical School. Further details will be provided upon registration.)
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
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
This program has been developed for individuals working in consumer goods and services, digital marketing, advertising and communications.
If you are a Curtin MBA student, you will receive 10 professional portfolio points for attending this masterclass.
|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|