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

Applicant's Learning Objectives

Understanding of luxury consumer in China (and possibly other emerging markets)
Segmenting strategies
Managerial implications for luxury marketing strategies

Complexity of the project
Moderate