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Luxury Brand Management and Marketing Short Course

Course description

This intensive course explores the new ways luxury brands are approaching their markets. You will analyse established and contemporary fashion businesses and be introduced to trends in luxury brand management strategies. Through this analysis you will start to understand how they continually redefine themselves to meet the needs of new emerging markets, the Millennials and Generation You will also look at how they integrate technology and digital strategies to reach new audiences.

The course has been designed and is taught by Sanjeev Davidson, an international expert in the lifestyle brand development and innovation field.

Sanjeev has an extensive international fashion brand and lifestyle business background, having worked with Hackett London, Aston Martin and Harrods, as well as luxury designers and brands in emerging markets. The course starts with an introduction to the foundations of luxury fashion brands, their product and service offer, before going on to explore the new communication and marketing aspects.  There will be lots of interaction and an expectation to complete team projects through a series of briefs. For the final project you will undertake a group marketing project for a luxury brand in the future, so be ready to roll up your sleeves as well as your minds!

Clear, easy to understand lessons:

  • Our tutors will explain things in easy to understand, accessible English. If they need to use any special terminology they will make sure they explain what they mean.
  • New methods will be shown to students through live demonstrations, in a way thats crystal clear and easy to understand.
  • Experience life on campus
  • Network and share ideas with students from across the globe
  • Access the technology and materials relevant to your discipline
  • Shop in our college shops for any materials you might need
  • Ask questions of your tutor in real time
  • Receive feedback and critique on your assignments
  • Experience the many sights of London on your down time

A certificate of completion:

  • You've put the work in so we want to make sure you have something to show for it!
  • As long as you attend a minimum of 80% of your classes, we will provide you with a certificate of attendance.
  • We always recommend you attend all of the classes so that you get the most out of the experience!
  • Certificates are great to compliment your cv.

This course is scheduled to run on campus in a face to face delivery format. Please note that due to the ongoing pandemic situation this course may be adapted in line with UK government guidance or other operational requirements. This may include changing course location (to another UAL site), cancellation of the course, or moving part or all of the course online. In the event of any changes being required we will inform you as soon as possible and support you in any changes required. Please bear this in mind when making any travel, visa, or accommodation arrangements.

Available dates

Enquire about this course and we will contact you when new dates are published.


Topics covered:

  • Luxury brand foundations
  • What does luxury mean now?
  • The luxury brand experience
  • Luxury and trends
  • The luxury catwalk show
  • Research and analysis strategies
  • Luxury consumption
  • Luxury and the digital age
  • Generation Z and other market segments
  • Social media and digital marketing strategies
  • Luxury and sustainability
  • Mindtastics™ learning methods


In order to fully participate in the practical exercises please bring the following materials/equipment to the first class:

  • Notepad and good selection of coloured felt tip pens
  • Smart phone
  • Laptop / Tablet
  • A luxury lifestyle magazine
Meet the Tutor:

This intensive Luxury Brand Management and Marketing course will analyse established and contemporary fashion companies and introduce you to to trends in luxury brand management strategies.

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