The Course: Marketing Plan for the Luxury Sector It presents itself as a unique opportunity to break into a sector that is constantly growing and development. Luxury is no longer defined solely by price, but by the experience and the emotional connection which is established with the customer. In this context, it is essential to understand the profile of the luxury consumer, as well as the branding strategies that make a difference. You will learn to apply techniques for neuromarketing which will enable you to capture the attention of a discerning and sophisticated audience. Furthermore, the growth of the e-commerce This sector offers endless career opportunities. If you want to stand out in a competitive market and growing, this course is your gateway. You’ll develop key skills that will establish you as an expert in luxury marketing, preparing you to tackle the challenges of an ever-changing digital landscape. Don’t get left behind – be part of this exciting world!
Marketing Plan for the Luxury Sector
Retail
8 pm
Introduction
Objectives
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To analyse the characteristics of the luxury consumer to identify market opportunities.
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Define the buyer persona to segment the luxury market effectively.
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To assess digitalisation in the luxury sector and its impact on the consumer behaviour.
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Implement strategies for e-commerce to enhance the digital experience for luxury customers.
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Develop a strong brand image based on the elements key to luxury branding.
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Implement marketing techniques experienceto forge emotional connections with consumers.
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Using neuromarketing principles to optimise the consumption and perception of luxury goods.
Table of Contents
TEACHING UNIT 1. PROFILE OF THE LUXURY CLIENT
1. Characteristics of the luxury consumer
2. Buyer persona or ideal customer
3. Market segmentation
TEACHING UNIT 2. THE DIGITAL EXPERIENCE OF LUXURY
1. Digitalisation in the luxury sector
2. Changes in luxury consumer behaviour
3. E-commerce and luxury goods
4. The application of communication strategies in e-commerce
TEACHING UNIT 3. BRANDING AND BRAND IMAGE
1. What is a brand?
2. Brand building in the luxury sector
3. Key elements of brand identity
4. Jung’s 12 personality archetypes
TEACHING UNIT 4. PROMOTIONAL STRATEGIES
1. Experiential marketing
2. Influencer marketing: selecting and managing brand ambassadors
TEACHING UNIT 5. NEUROMARKETING TECHNIQUES APPLIED TO LUXURY CONSUMPTION
1. The basics of neuromarketing
2. Applications in the Luxury Sector
3. Principles of neuromarketing used in the luxury sector
4. Packaging and neuromarketing
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