Luxury Marketing in Emerging Markets
Project Description
This project focuses on luxury marketing strategies for emerging markets - mainly China. One research area is looking at the difference between luxury consumers in high-tier versus low-tier cities in terms of buying motivations, brand design/logo impact etc
Supervisor
HELSEN Kristiaan
Quota
4
Course type
UROP1100
UROP2100
Applicant's Roles
Data collection (through surveys)
Formulating research questions
Formulating research questions
Applicant's Learning Objectives
Understanding of luxury consumer in China (and possibly other emerging markets)
Segmenting strategies
Managerial implications for luxury marketing strategies
Segmenting strategies
Managerial implications for luxury marketing strategies
Complexity of the project
Moderate