Course Title: Luxury Retail L T P/S SW/F TOTAL

Course Code:RETL713 W CREDIT

UNITS
Credit Units: 03 3 - - - 3
Course Level: PG

Course Objectives: To familiarize the students with theoretical concepts of how Luxury segment is a different ball game. The knowledge of handling niche customers will help the
student in enhancing their skills in understanding and handling such shoppers. It helps students get exposure to an altogether different segment of Retail.

Pre-requisites: Understanding of Principles of Retail and Marketing Management

Student Learning Outcomes: At the completion of the course, students will be able to:
Understand the key differentiators in luxury retailing
Develop strategies to successfully manage luxury retail brands

Course Contents/Syllabus:
Weightage (%)
Module I: Introduction to Luxury 20
Descriptors/Topics
Fundamentals of Luxury, Genesis of the Luxury segment, Difference between premium and luxury products. Importance of luxury today,
Customer Handling.
Module II: Luxury Services and Branding 20
Luxury Service Scenario in India, What service qualifies for Luxury, Developing brand equity, Brand Stretching, What makes a product part of
the luxury segment?
Module III: Anti-laws of Marketing 20
Descriptors/Topics
 The 24 laws that defy Marketing Management rules.

Module IV: Pricing, Distribution, Communication and People 20

Determining price premium, Price fixation, Price reduction/markdowns and Sales. Distribution and then Internet distribution, Role of Brand
Ambassadors, Creating the feeling of desire. Managing & training the human capital.
Module V: Strategic Perspectives 20
Descriptors/Topics
Luxury business models, Entry & Exit from Luxury, Classic Marketing.

Pedagogy for Course Delivery:

The course will require regular lectures and case based teaching.
Technologically advanced methods to better teaching/understanding to be used for the benefit of learning.

Lab/ Practicals details, if applicable: NA

Assessment/ Examination Scheme:

Theory L/T (%) Lab/Practical/Studio (%) End Term Examination

100 N.A 70

Theory Assessment (L&T):

Continuous Assessment/Internal Assessment End Term Examination

Components (Drop down) Mid Term Project Assignment Attendance

Weightage (%) 10 10 5 5 70
Lab/ Practical/ Studio Assessment:

Continuous Assessment/Internal Assessment End Term Examination

Components (Drop down

Weightage (%)

Text & References:

Chevalier Michel , Gutsatz Michel (2010) Luxury Retail Management: How the World's Top Brands Provide Quality Product and Service Support , Wiley Publications
Chaddha Radha , Husband Paul (2012), The Cult of the Luxury Brand, Nicholas Breary.