| Dozent/in |
Prof. Dr. Luca Visconti |
| Veranstaltungsart |
Vorlesung |
| Code |
FS261120 |
| Semester |
Frühjahrssemester 2026 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Master |
| Termin/e |
Do, 12.03.2026, 14:15 - 18:00 Uhr, 3.B48
Fr, 13.03.2026, 09:15 - 18:00 Uhr, HS 2
Do, 19.03.2026, 14:15 - 18:00 Uhr, 3.B48
Fr, 20.03.2026, 09:15 - 18:00 Uhr, 4.B55 |
| Umfang |
Blockveranstaltung |
| Turnus |
Block course
|
| Inhalt |
The course targets students interested in developing a theoretical and practical understanding of brand management in the context of fashion and luxury markets. Following an introductory discussion of the specificities of branding within a brand economy and of branding in the luxury context, participants will learn two radically distinct approaches to branding. First, a product-plus approach that considers brands as add-ons to products/services/ experiences. Second is a holistic brand approach, which considers brands the cornerstone of a company’s marketing strategy and its most valuable asset. The Course engages students in potentially rich and critical discussions about brands’ function, nature, construction, and execution, which address contemporary issues such as gender fluidity, inclusivity, democratization of luxury, and sustainability. The discussion combines research-driven evidence with real-life examples. In detail, the Course covers the following parts:
(1) from trademarks to branding;
(2) branding in the creative and luxury industries;
(3) effects of brands on consumers;
(4) managing luxury brands (codification, sense of purpose, and narrative contents). |
| Schlagworte |
Gender/Diversity |
| Lernziele |
This course aims at
(1) developing a multidisciplinary and multi-epistemological understanding of processes behind luxury brand management and consumer interaction with creative/luxury brands;
(2) improving students’ ability in designing and fostering luxury brand recognition (brand morphology), brand essence (brand axiology), and brand narratives (brand storytelling); and, (3) complementing theoretical understanding of luxury branding with in-field practical experience. |
| Voraussetzungen |
No prerequisite. |
| Sprache |
Englisch |
| Begrenzung |
Max. 40 participants |
| Anmeldung |
Binding registration takes place via the UniPortal; see notes below in the «Proof of Performance» field.
For course information and materials, registration on the OLAT e-learning platform is required from 2 – 15 February 2026. The students themselves are responsible for verifying the course’s creditability towards their degree program.
Direct link to the OLAT course: to follow
|
| Leistungsnachweis |
***IMPORTANT*** In order to acquire credits, and/or take the examination, registration via the Uni Portal between 2 - 15 February 2026 is MANDATORY. Further information on registration: www.unilu.ch/wf/pruefungen |
| Abschlussform / Credits |
Group Work / 3 Credits
|
| Hörer-/innen |
Nach Vereinbarung |
| Kontakt |
luca.visconti@usi.ch |
| Anzahl Anmeldungen |
0 von maximal 40 |
| Literatur |
Holt, Douglas B. (2012), How Brands Become Icons, Boston, MA: Harvard Business School Press, chapters 1 and 2.
Keller, Kevin L. (2012), Strategic Brand Management, Upper Saddle River, NJ: Prentice-Hall, fourth edition, chapters 1; 2; 3; 4; 7; 8; 9; 10; 11.
Visconti, Luca M. (2020), “Communicating Luxury Brands through Stories,” in Felicitas Morhart, Sandor Czellar, and Keith Wilcox (ed.), Research Handbook on Luxury Branding, Cheltenham, UK: Edward Elgar Publishing, 225-247. |