Short-term and Summer Global Experiences

History, Culture, and Management of Luxury in Italy

Winter semester course with fieldwork abroad during spring break
Milan, Italy
3 Credits
Third-, and fourth-year undergraduate students of all majors, and Ross one-year Master’s programs students

Brands are among the most important intangible assets a company can have. A strong brand is a powerful means to differentiate products or services, and it can have a great impact on consumer buying decisions. According to the most recent Interbrand Study (2017), the financial value of the top 100 global brands exceeds $1.8 trillion. Among this list, luxury brands such as Louis Vuitton, Hermes, Gucci, Cartier, Tiffany & Co., Burberry, Prada, Dior are easy to spot.

Building and managing luxury brands is different from that for traditional brands. This course is designed to (1) provide students with an in-depth understanding of the history and culture of luxury, and (2) teach the principles of luxury brand-building and brand management.

Areas of Study: Branding, Marketing

Faculty Leader: Burcu Tasoluk, LEO Lecturer III of Marketing

Applications are due on Monday, October 28, 2019