Module overview
This comprehensive module explores the specialized field of luxury service marketing and management, with a focus on creating exceptional customer experiences. You will gain an in-depth understanding of the unique challenges and opportunities in the luxury service sector, learning strategies to design, deliver, and manage premium service experiences that exceed customer expectations across the luxury sector. This module will include a field trip to a luxury setting to experience luxury service marketing and management.
Aims and Objectives
Learning Outcomes
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- how your discipline applies taught theory to professional contexts
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- test and evaluate conceptual and technical resources and skills in the development of your independent work
Disciplinary Specific Learning Outcomes
Having successfully completed this module you will be able to:
- develop enhancements to improve the luxury experience, proposing enhancements and modifications that draw on contemporary research findings
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- communicate conceptual, technical and creative ideas and research to a professional standard
Syllabus
Key Topics
Foundations of Luxury Service Marketing
•Defining luxury in the service context
•Consumer psychology in luxury service consumption
•The evolution of luxury service expectations in the digital age
Customer Experience Design
•Experiential marketing principles for luxury services
•Sensory branding and multisensory experience design
•Personalization and customization strategies
Service Excellence Management
•Service blueprinting for premium experiences
•Managing service recovery in high-stakes environments
•Building and maintaining service standards
The Luxury Service Professional
•Emotional labor and aesthetic labor in luxury contexts
•Developing luxury service competencies
•Creating a culture of excellence
Digital Transformation in Luxury Services
•Omnichannel strategies for luxury service brands
•Balancing technology and human touch
•Digital tools for personalizing the luxury experience
Learning and Teaching
Teaching and learning methods
•Contemporary case studies from global luxury service organizations
•Industry guest speakers and masterclasses
•Interactive simulations of luxury service encounters
•Curated readings from leading luxury and service marketing journals
•This module combines theoretical frameworks with practical applications, enabling participants to develop the specialized knowledge and skills required to excel in the competitive luxury service sector.
| Type | Hours |
|---|---|
| Teaching | 24 |
| Independent Study | 126 |
| Total study time | 150 |
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Feedback
- Assessment Type: Formative
- Feedback:
- Final Assessment:
- Group Work: No
Summative
This is how we’ll formally assess what you have learned in this module.
| Method | Percentage contribution |
|---|---|
| Optional assessments | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
| Method | Percentage contribution |
|---|---|
| Optional assessments | 100% |
Repeat
An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.
| Method | Percentage contribution |
|---|---|
| Optional assessments | 100% |