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.

Program details

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

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?

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.

Program Schedule

8.30 - 9.30amBranding and creating value with the luxury labelConceptualising luxury branding in product and service categories
9.30 - 10.15amNegotiating positioning on the luxury-premium continuum exerciseIdentifying luxury brand attributes and perceptual mapping of attendees’ own brand or company
10.15 - 10.30amNetworking Morning Tea
10.30 - 11.30amThe agency analytics in luxury marketingExploring and discussing the use of analytics to develop and evaluate the luxury label
11.30am-12.15pmPreparing a creative brief for a marketing communication agencyIntroducing a luxury brand label to the market
12.15 - 12.30pmWrap-Up
12.30 - 1.15pmNetworking Lunch
1:15 – 2.00pmLuxury marketing in the digital eraExplore case studies and discuss luxury marketing strategies in the digital era
2.00 – 2.30pmHands-on SEO and analytics exerciseSupervise attendees to conduct a step-by-step SEO exercise and analytic exercise for their own brand or company
2.30 – 3.00pmBiometrics and neuromarketing in luxury marketing (Part I)Explore and discuss the use of biometrics and neuromarketing to optimise luxury marketing strategies
3.00 - 3.20pmNetworking Afternoon tea
3.20 – 3.50pmBiometrics and neuromarketing in luxury marketing (Part II)Explore and discuss the use of biometrics and neuromarketing to optimise luxury marketing strategies
3.50 – 4.15pmPreparing a brief for research or consultancy firmSupervise attendees to prepare a briefing for research and consultancy
4.15 - 4.45pmConsumer Research Lab tour (in two batches)Tour the lab and finishing off briefing
4.45 - 5pmWrap-Up

Register now