What you'll learn

Course content

2 sections • 7 lectures • 1h 9m total length

The Global Luxury Market0:58
Explore how the global luxury market navigates fast-changing trends, as rising younger consumers like Millennials and Gen setters shape demand, ethics, sustainability, and responsible practices across luxury goods.
Marketing in the 21st Century5:11
Explore how the 21st century renaissance uses technology to connect with affluent millennials, delivering instant value and loyalty for luxury brands via microtargeting on LinkedIn and Instagram, focusing on quality.
What is Luxury32:51
The New Consumer5:11
The Made In Italy Brand - How you can use it to market your offer23:25
Explore how the Made in Italy brand uses local pleasures, iconic brands, and packaging to build luxury, authenticity, and premium experiences anchored by Florence and Rome.
Summary1:48

In this course you will be introduced to luxury marketing strategies for products, services and destinations. You will be also learning about:

- The New Consumer: The HENRY's (what are they looking for, how can you connect with them)

- How to market:

Wellness, Food, Places, Art and Fashion

- How to build a Unique Value Proposition based on the Made In Italy Principles

- How to use LInkedIn and Instagram to reach your audience