The course will give a general overview of the marketing theory applied to the luxury industry. The introductory part is dedicated to the definition of luxury,  the key players of the industry and their brands portfolio.  The course also focus the attention on the importance of the brand identity, the difference in the purchasing behavior. The central part is analyses the marketing variables applied to the luxury with an extensive review of communication, CRM, pricing and budgeting. A relevant part is also dedicated to the importance of retailing in the luxury strategy and a specific project