Luxury Communication and Marketing
By Munischa Asif

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A/33 Central Commercial Area, Block 7/8, KCHSU, Karachi.

8 classes (4 weeks) | 2 hours per session

Tuesday and Thursday: 5:30 pm – 7:30 pm

Fee: Rs 28,000

A short interactive course for students + future professionals who would like to learn marketing and communication strategies for international and local ‘high-end’ consumers in the luxury business. Participants will discover the different forms of luxury – fashion, beauty, art, jewelry, hospitality, and travel along with how companies draft top notch marketing strategies by understanding the power of communication, the attraction quotient of the brand, and the creation of ‘aspirational desire’ imperative to effectively market to targeted consumers.

The students will go through 8 classes of discourse-based sessions + simple practical assignments which will equip them with the tools and acumen required to work in this competitive industry.

Course Overview: Learning Outcomes

On successful completion of the course, students will be able to;

  • Examine different theory-based frameworks to understand the history and nature of the luxury branding space
  • Draft a brand’s consumer profile or sketch, competition landscape, identity, positioning and how these factors affect future marketing campaigns
  • Understand the evolving nature of luxury and how to keep up with changing time
  • Formulate brand personality specific campaigns to achieve desired results

The student will become familiar with;

  • The history of global luxury in context to local luxury
  • Regional luxury markets and their differing dynamics
  • Conventional marketing and digital marketing for luxury
  • Industry experts and their progressive vision for success
  • Analyzing brand personality structure for profits, creative vs. business

The student will understand the following aspects;

  • How to use international and global case studies to formulate their own local business plans
  • How to conduct research for brand profiling and consumer sketches
  • How to create a visual identity for consumers that leaves a mark
  • How to make a 360-degree marketing plan for a modern-day luxury brand or product
  • Visual presentations or moving boards to pitch their ideas to an investor or client

At the end of the course, students will be equipped to;

  • Use this knowledge to launch their own luxury brand
  • Be equipped with knowledge to work as marketing managers and custodians for luxury brands in the industry
  • Become independent freelancing luxury business consultants

Evaluations along the course;

  • Basic application-based exercises
  • Analysis of learnings in reflective expression form
  • Quick visual and verbal presentations focusing on how to sell your idea to a layman or expert

The student will be expected to;

  • Attend all classes and complete assigned tasks
  • Collaborate with other students whenever required
  • Participate in class discussions
  • Present work in front of the class via manual and digital mediums
  • Be proficient in working with digital software (on a smartphone or laptop)
  • Be proficient in Microsoft Word, Microsoft PowerPoint (Proficiency in Adobe Photoshop/Illustrator will be an added bonus)

Material and Supplies;

  • Notebook
  • Basic stationery
  • Laptop & USB (to share work and research assignments) + MS Office and Adobe Photoshop

Further additions to supplies will be discussed at the end of each class, as the course progresses.

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