Luxury and Fashion Marketing
Course Outline – Spring 2026
Professor
Dr. Satyendra Singh
Professor, Marketing and International Business
University of Winnipeg, Canada
(204) 786 9424
Teaching Assistant
Sena Alem
Classroom
Room: 1C16B
Schedule: April 27 – May 1 (9:00 AM–3:00 PM)
Course website: sites.google.com/view/drsatsingh/highschool
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:
► Luxury concept and consumer behavior (April 27)
► Luxury fashion marketing (April 28)
► Price and promotion (April 29)
► Distribution and brand management (April 30)
► Presentations and seminars (May 1)
Teaching Method
► Lecture, visuals, research, class participation, case studies and presentations
Login Details
► Usernames and passwords
Academic Activities
► Collect data and enter in Excel Template during April 27–29.
► Analyze the data. Use the template for calculating average, count and percentage by April 29 noon.
► Write a group report (1000 words/student) about what you found interesting and what it means for luxury marketing managers by April 30 noon.
► Prepare a 10-min group presentation based on your findings, and present on May 1 afternoon.
Assignment Deadlines
Please send the files below as attachment (no pdf or jpg or link) at s.singh@uwinnipeg.ca
Please write Group # in subject line.
► Excel sheet due (.xlsx only): April 29 by noon
► Report due (.docx only): April 30 by noon
► PowerPoint Slides due (.pptx only): May 1 by noon
Class Participation
Please speak in the class in a consistent manner to demonstrate insights into the key issues of the lectures, discussions or presentations.
Groups
Group # 1:
Reading Materials
History: 18th Century clothing * 1960s fashion
Fashion: women fashion history * street fashion in Japan * food inspired fashion
Scarf: scarf history * How to wear a scarf
Fake: fake Cartier and Rolex watches * spotting fake LV Bags
Gifts: gifts for super rich
Hairs: African hair braiding * hair business
Branding: Burberry Burns * Zimbabwe Crocodile Industry
Pet fashion: pet fashion
Suspender: how to select a suspender
Crocodile: farming
Color: forecasting
Pictures