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Session: 2022/23

Last modified: 21/09/2022 16:10:16

Title of Module: Luxury Brand Management

Code: LNDN11017 SCQF Level: 11
(Scottish Credit and Qualifications Framework)
Credit Points: 15 ECTS: 7.5
(European Credit Transfer Scheme)
School:School of Business & Creative Industries
Module Co-ordinator:Daniel  Muravsky

Summary of Module

This module analyses the principles and strategies involved in the development and positioning of luxury brands. The contemporary meaning of luxury is explored alongside the facets of luxury brand identity. Students will learn to rationalise and understand the methods used in those luxury business models that have achieved profitability. In doing so, the impact of significant digital developments on luxury strategy are considered. Critically, the module also develops awareness of the complex issues involved in the luxury sector and will encourage students to critique and assess how luxury brands challenge the established rules of marketing in their attempts to build significant brand equity.

Module Delivery Method
Face-To-FaceBlendedFully OnlineHybridCHybridOWork-based Learning
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Term used to describe the traditional classroom environment where the students and the lecturer meet synchronously in the same room for the whole provision.

A mode of delivery of a module or a programme that involves online and face-to-face delivery of learning, teaching and assessment activities, student support and feedback. A programme may be considered “blended” if it includes a combination of face-to-face, online and blended modules. If an online programme has any compulsory face-to-face and campus elements it must be described as blended with clearly articulated delivery information to manage student expectations

Fully Online
Instruction that is solely delivered by web-based or internet-based technologies. This term is used to describe the previously used terms distance learning and e learning.

Online with mandatory face-to-face learning on Campus

Online with optional face-to-face learning on Campus

Work-based Learning
Learning activities where the main location for the learning experience is in the workplace.

Campus(es) for Module Delivery
The module will normally be offered on the following campuses / or by Distance/Online Learning: (Provided viable student numbers permit)
Paisley:Ayr:Dumfries:Lanarkshire:London:Distance/Online Learning:Other:





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Term(s) for Module Delivery
(Provided viable student numbers permit).
Term 1check markTerm 2check markTerm 3check mark

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Learning Outcomes: (maximum of 5 statements)

On successful completion of this module the student will be able to:

L1. Critically analyse strategies employed in luxury brand management to ensure growth and rarity

L2. Understand the role and importance of brand identity, brand positioning and brand equity in the success of luxury brand management

L3. Critique and rationalise those luxury business models that have achieved profitability using critical knowledge of the complex issues involved in the luxury sector

L4. Assess the impact of digital developments on luxury brand strategy

Employability Skills and Personal Development Planning (PDP) Skills
SCQF Headings During completion of this module, there will be an opportunity to achieve core skills in:
Knowledge and Understanding (K and U) SCQF Level 11.

Demonstrate knowledge of the strategies that inform luxury brand management and an advanced understanding of the ongoing developments in the luxury marketplace.

Demonstrate a critical awareness of current issues in luxury brand management including changing consumer expectations, the impact of digital developments, the evolving facets and meanings of luxury and the key challenges emerging in the management of luxury brands

Practice: Applied Knowledge and Understanding SCQF Level 11.

Demonstrate capacity to critique and rationalise existing luxury business models and their current and future potential paying close attention to ongoing digital developments in the luxury sector

Generic Cognitive skills SCQF Level 11.

Apply critical analysis to forefront issues in luxury brand management

Identify, conceptualise and define new and abstract problems and issues in luxury brand management

Demonstrate awareness of critical concepts in brand management such as brand identity, brand positioning and brand equity

Communication, ICT and Numeracy Skills SCQF Level 11.

Undertake critical evaluations of a wide range of data

Autonomy, Accountability and Working with others SCQF Level 11.

Exercise substantial autonomy and initiative in professional and equivalent activities
Take responsibility for own work and/or significant responsibility for the work of others
Demonstrate leadership and/or initiative and make an identifiable contribution to new thinking

Pre-requisites: Before undertaking this module the student should have undertaken the following:
Module Code:
Module Title:
Co-requisitesModule Code:
Module Title:

* Indicates that module descriptor is not published.

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Learning and Teaching
Lectures will focus on key academic theories and concepts with detailed reading and video links provided in advance of lectures where appropriate. Students are also encouraged to read widely in both the quality and popular media.
Tutorials will focus on applying knowledge to case studies, audits and examples. In depth discussions will be encouraged and expected.
As such the module aims to combine digital lectures and class-based interactive sessions, augmented by the provision of material via the VLE, such as recommended PDF articles, practical materials such as audit templates and material to be prepared for tutorials.
Learning Activities
During completion of this module, the learning activities undertaken to achieve the module learning outcomes are stated below:
Student Learning Hours
(Normally totalling 200 hours):
(Note: Learning hours include both contact hours and hours spent on other learning activities)
Laboratory/Practical Demonstration/Workshop20
Asynchronous Class Activity20
Independent Study110
150 Hours Total

**Indicative Resources: (eg. Core text, journals, internet access)

The following materials form essential underpinning for the module content and ultimately for the learning outcomes:

Aaker, D.A and Joachimsthaler, E. (2000) Brand Leadership, 1st edition, London, Simon and Schuster

Kapferer, J.N. (2015) Kapferer on Luxury, How Luxury Brands Can Grow Yet Remain Rare, Kogan Page London

Additional Resources will be indicated through the Virtual Learning Environment.

(**N.B. Although reading lists should include current publications, students are advised (particularly for material marked with an asterisk*) to wait until the start of session for confirmation of the most up-to-date material)

Engagement Requirements

In line with the Academic Engagement Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on the relevant learning platform, and complete assessments and submit these on time. Please refer to the Academic Engagement Procedure at the following link: Academic engagement procedure

Where a module has Professional, Statutory or Regulatory Body requirements these will be listed here:
Students are academically engaged if they are regularly engaged with timetabled on-campus and online teaching sessions, asynchronous online learning activities, course-related learning resources, and complete assessments and submit these on time. Please refer to the Academic Engagement and Attendance and Attendance Procedure

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Supplemental Information

Programme BoardMarketing, Innovation, Tourism & Events
Assessment Results (Pass/Fail) No
Subject PanelMITE
External ExaminerTBC
Accreditation Details
Version Number


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Assessment: (also refer to Assessment Outcomes Grids below)
Written Report worth 60% of the overall module mark
Development of a Case Study worth 40% of the overall module mark
(N.B. (i) Assessment Outcomes Grids for the module (one for each component) can be found below which clearly demonstrate how the learning outcomes of the module will be assessed.
(ii) An indicative schedule listing approximate times within the academic calendar when assessment is likely to feature will be provided within the Student Handbook.)

Assessment Outcome Grids (Footnote A.)

Component 1
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Learning Outcome (4) Weighting (%) of Assessment ElementTimetabled Contact Hours
Report of practical/ field/ clinical workcheck markcheck mark  600

Component 2
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Learning Outcome (4) Weighting (%) of Assessment ElementTimetabled Contact Hours
Review/ Article/ Critique/ Paper  check markcheck mark400
Combined Total For All Components100% 0 hours

A. Referred to within Assessment Section above
B. Identified in the Learning Outcome Section above

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  1. More than one assessment method can be used to assess individual learning outcomes.
  2. Schools are responsible for determining student contact hours. Please refer to University Policy on contact hours (extract contained within section 10 of the Module Descriptor guidance note).
    This will normally be variable across Schools, dependent on Programmes &/or Professional requirements.

Equality and Diversity

UWS Equality and Diversity Policy
(N.B. Every effort will be made by the University to accommodate any equality and diversity issues brought to the attention of the School)

2014 University of the West of Scotland

University of the West of Scotland is a Registered Scottish Charity.

Charity number SC002520.