{"id":133955,"date":"2021-06-11T10:26:27","date_gmt":"2021-06-11T02:26:27","guid":{"rendered":"https:\/\/www.curtin.edu.au\/study\/?post_type=pd&#038;p=133955"},"modified":"2022-05-31T12:57:27","modified_gmt":"2022-05-31T04:57:27","slug":"luxury-branding","status":"publish","type":"pd","link":"https:\/\/www.curtin.edu.au\/study\/prof-development\/luxury-branding\/","title":{"rendered":"Marketing luxury brands"},"content":{"rendered":"\n<mimas-block block-name=\"notification\" class=\"\"\n             data-segment=\"all\" data-variant=\"notice\" aria-label=\"notice\">\n    <span class=\"ico ico-info\" style=\"--icon:url(https:\/\/www.curtin.edu.au\/study\/wp-content\/themes\/mimas\/src\/img\/icons\/ico-info.svg)\" aria-hidden='true'>\n                                <\/span>\n    <section><p>This program has now concluded. If you are interested in attending future sessions, please submit an expression of interest to our team.<\/p>\n<\/section>\n<\/mimas-block>\n\n\n\n<p><strong><em>In a retail world cluttered with cheap imitations, luxury brands must distinguish themselves to retain their prestige and mystique.<\/em><\/strong><\/p>\n\n\n\n<p>If you are interested in learning how to pitch or position a luxury brand, this exciting one-day&nbsp;program will teach you techniques&nbsp;to help you understand your audience and develop effective marketing strategies for unique products and services.<\/p>\n\n\n<mimas-block \n        block-name=\"accordion\"\n        role=\"complementary\"\n        aria-label=\"Accordion content\"\n        data-segment=\"all\">\n\n                \n\n                    <div class=\"accordion\" aria-labelledby=\"accordion-title-Key-takeaways\">\n            <button type=\"button\" class=\"accordion__heading\" aria-controls=\"Key-takeaways\" aria-expanded=\"false\">\n            <div class=\"title\" id=\"accordion-title-Key-takeaways\">Key takeaways<\/div>\n            <div class=\"icon\"><\/div>\n        <\/button>\n        <div class=\"accordion__content\" id=\"Key-takeaways\" aria-hidden=\"true\">\n                    <p>In the Masterclass you will:<\/p>\n<ul>\n<li>Understand the characteristics of luxury brands, the implications of brand positioning and creating value with the luxury brand label<\/li>\n<li>Use analytics to guide design, implementation and return-on-investment for the luxury brand label<\/li>\n<li>Appreciate the basics of digital marketing and its potential benefits for luxury marketing through case studies<\/li>\n<\/ul>\n\n        \n                            \n                    <\/div>\n<\/div>\n                    <div class=\"accordion\" aria-labelledby=\"accordion-title-Who-is-this-program-for?\">\n            <button type=\"button\" class=\"accordion__heading\" aria-controls=\"Who-is-this-program-for?\" aria-expanded=\"false\">\n            <div class=\"title\" id=\"accordion-title-Who-is-this-program-for?\">Who is this program for?<\/div>\n            <div class=\"icon\"><\/div>\n        <\/button>\n        <div class=\"accordion__content\" id=\"Who-is-this-program-for?\" aria-hidden=\"true\">\n                    <p>This program has been developed for individuals working in consumer goods and services, digital marketing, advertising and communications.<\/p>\n<p>If you are a Curtin MBA student, you will receive 10 professional portfolio points for attending this masterclass.<\/p>\n\n        \n                            \n                    <\/div>\n<\/div>\n                    <div class=\"accordion\" aria-labelledby=\"accordion-title--Program-schedule\">\n            <button type=\"button\" class=\"accordion__heading\" aria-controls=\"-Program-schedule\" aria-expanded=\"false\">\n            <div class=\"title\" id=\"accordion-title--Program-schedule\"> Program schedule<\/div>\n            <div class=\"icon\"><\/div>\n        <\/button>\n        <div class=\"accordion__content\" id=\"-Program-schedule\" aria-hidden=\"true\">\n                    <table id=\"tablepress-194\" class=\"tablepress tablepress-id-194\">\n<thead>\n<tr class=\"row-1\">\n<th class=\"column-1\">Time<\/th>\n<th class=\"column-2\">Title<\/th>\n<th class=\"column-3\">Description<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2\">\n<td class=\"column-1\">8.30 &#8211; 9.30am<\/td>\n<td class=\"column-2\">Branding and creating value with the luxury label<\/td>\n<td class=\"column-3\">Conceptualising luxury branding in product and service categories<\/td>\n<\/tr>\n<tr class=\"row-3\">\n<td class=\"column-1\">9.30 &#8211; 10.15am<\/td>\n<td class=\"column-2\">Negotiating positioning on the luxury-premium continuum exercise<\/td>\n<td class=\"column-3\">Identifying luxury brand attributes and perceptual mapping of attendees\u2019 own brand or company<\/td>\n<\/tr>\n<tr class=\"row-4\">\n<td class=\"column-1\">10.15 &#8211; 10.30am<\/td>\n<td class=\"column-2\">Networking Morning Tea<\/td>\n<td class=\"column-3\"><\/td>\n<\/tr>\n<tr class=\"row-5\">\n<td class=\"column-1\">10.30 &#8211; 11.30am<\/td>\n<td class=\"column-2\">The agency analytics in luxury marketing<\/td>\n<td class=\"column-3\">Exploring and discussing the use of analytics to develop and evaluate the luxury label<\/td>\n<\/tr>\n<tr class=\"row-6\">\n<td class=\"column-1\">11.30am-12.15pm<\/td>\n<td class=\"column-2\">Preparing a creative brief for a marketing communication agency<\/td>\n<td class=\"column-3\">Introducing a luxury brand label to the market<\/td>\n<\/tr>\n<tr class=\"row-7\">\n<td class=\"column-1\">12.15 &#8211; 12.30pm<\/td>\n<td class=\"column-2\">Wrap-Up<\/td>\n<td class=\"column-3\"><\/td>\n<\/tr>\n<tr class=\"row-8\">\n<td class=\"column-1\">12.30 &#8211; 1.15pm<\/td>\n<td class=\"column-2\">Networking Lunch<\/td>\n<td class=\"column-3\"><\/td>\n<\/tr>\n<tr class=\"row-9\">\n<td class=\"column-1\">1:15 \u2013 2.00pm<\/td>\n<td class=\"column-2\">Luxury marketing in the digital era<\/td>\n<td class=\"column-3\">Explore case studies and discuss luxury marketing strategies in the digital era<\/td>\n<\/tr>\n<tr class=\"row-10\">\n<td class=\"column-1\">2.00 \u2013 2.30pm<\/td>\n<td class=\"column-2\">Hands-on SEO and analytics exercise<\/td>\n<td class=\"column-3\">Supervise attendees to conduct a step-by-step SEO exercise and analytic exercise for their own brand or company<\/td>\n<\/tr>\n<tr class=\"row-11\">\n<td class=\"column-1\">2.30 \u2013 3.00pm<\/td>\n<td class=\"column-2\">Biometrics and neuromarketing in luxury marketing (Part I)<\/td>\n<td class=\"column-3\">Explore and discuss the use of biometrics and neuromarketing to optimise luxury marketing strategies<\/td>\n<\/tr>\n<tr class=\"row-12\">\n<td class=\"column-1\">3.00 &#8211; 3.20pm<\/td>\n<td class=\"column-2\">Networking Afternoon tea<\/td>\n<td class=\"column-3\"><\/td>\n<\/tr>\n<tr class=\"row-13\">\n<td class=\"column-1\">3.20 \u2013 3.50pm<\/td>\n<td class=\"column-2\">Biometrics and neuromarketing in luxury marketing (Part II)<\/td>\n<td class=\"column-3\">Explore and discuss the use of biometrics and neuromarketing to optimise luxury marketing strategies<\/td>\n<\/tr>\n<tr class=\"row-14\">\n<td class=\"column-1\">3.50 \u2013 4.15pm<\/td>\n<td class=\"column-2\">Preparing a brief for research or consultancy firm<\/td>\n<td class=\"column-3\">Supervise attendees to prepare a briefing for research and consultancy<\/td>\n<\/tr>\n<tr class=\"row-15\">\n<td class=\"column-1\">4.15 &#8211; 4.45pm<\/td>\n<td class=\"column-2\">Consumer Research Lab tour (in two batches)<\/td>\n<td class=\"column-3\">Tour the lab and finishing off briefing<\/td>\n<\/tr>\n<tr class=\"row-16\">\n<td class=\"column-1\">4.45 &#8211; 5pm<\/td>\n<td class=\"column-2\">Wrap-Up<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n        \n                            \n                    <\/div>\n<\/div>\n        \n<\/mimas-block>\n\n<mimas-block \n        block-name=\"styled-heading\"\n        data-variant=\"\"\n        role=\"complementary\"\n        aria-labelledby=\"Hear more about this program\"\n        data-segment=\"all\">\n\n        \n<div class=\"block-heading\"\n     data-segment=\"dom\"\n     data-style=\"\"\n     data-align=\"default\"\n>\n\n                                <h2 class=\"block-heading__title \" id=\"hear-more-about-this-program\">Hear more about this program<\/h2>\n            \n                        \n                        \n            \n                <\/div>\n\n<\/mimas-block>\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Luxury Branding Masterclass\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/DmSeR8VfWqE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>This exciting one-day program will teach you techniques to help you understand your audience and develop effective marketing strategies for unique products and services.<\/p>\n","protected":false},"parent":0,"menu_order":23,"template":"","meta":{"_acf_changed":false,"_oasis_is_in_workflow":0,"_oasis_original":0,"_oasis_task_priority":"","wds_primary_pd-categories":0,"footnotes":""},"pd-categories":[57,59],"class_list":["post-133955","pd","type-pd","status-publish","hentry","pd-categories-cbs-masterclasses","pd-categories-previous-masterclasses"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.curtin.edu.au\/study\/wp-json\/wp\/v2\/pd\/133955","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.curtin.edu.au\/study\/wp-json\/wp\/v2\/pd"}],"about":[{"href":"https:\/\/www.curtin.edu.au\/study\/wp-json\/wp\/v2\/types\/pd"}],"version-history":[{"count":5,"href":"https:\/\/www.curtin.edu.au\/study\/wp-json\/wp\/v2\/pd\/133955\/revisions"}],"predecessor-version":[{"id":145696,"href":"https:\/\/www.curtin.edu.au\/study\/wp-json\/wp\/v2\/pd\/133955\/revisions\/145696"}],"wp:attachment":[{"href":"https:\/\/www.curtin.edu.au\/study\/wp-json\/wp\/v2\/media?parent=133955"}],"wp:term":[{"taxonomy":"pd-categories","embeddable":true,"href":"https:\/\/www.curtin.edu.au\/study\/wp-json\/wp\/v2\/pd-categories?post=133955"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}