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Luxury and Fashion Marketing

Course Outline – Spring 2027

sites.google.com/view/drsatsingh/highschool

Professor

Dr. Satyendra Singh

Professor, Marketing and International Business

University of Winnipeg, Canada

s.singh@uwinnipeg.ca

(204) 786 9424

Teaching Assistant

TBA

Classroom

Room: 1C16B

Schedule: Apr 26 – Apr 30 (9:00 AM–3:00 PM)

Course Objectives/Learning Outcomes

Luxury is everywhere—in fashion, food, perfume, etc. International marketing managers regularly invent new terms to qualify their brands as luxury by advertising them as true luxury, ultra-premium, and premium, among others. It creates confusion because if everything is luxury, then the term luxury no longer has any meaning. This course is designed to clear this confusion. The purpose of the course is to introduce you to the concept of true luxury marketing and its remarkable relationship with the customers who adore luxury brands. We will examine such brands using theories, research and advertisements. Finally, we will also learn about fashion marketing in the context of luxury.

Specifically, this course is designed to understand the following topics:

luxury concept and consumer behavior - Apr 26
luxury fashion marketing - Apr 27
price and promotion - Apr 28
distribution and brand management - Apr 29
presentations and seminars - Apr 30

Teaching Method

Lecture, visuals, research, class participation, case studies and presentations

Login Details

Usernames and passwords

Academic Activities

Collect data (ques) and enter in Excel Template during Apr 26–27.
Analyze the data using the template for calculating average, count and percentage by Apr 27 – 28 noon.
Write a group report (template) about what you found interesting and what it means for luxury marketing managers by Apr 28 – 29 noon.
Prepare a 10-min group presentation based on your findings by Apr 30 noon, and present on Apr 30 afternoon.

Assignment Deadlines

Please send the files below as attachments in one file only (no pdf or jpg or link) at s.singh@uwinnipeg.ca
Please write Group #, excel or report or ppt in subject line.
Excel sheet due (.xlsx only): Apr 28 by noon
Report due (.docx only): Apr 29 by noon
PowerPoint Slides due (.pptx only): Apr 30 by noon