Professor of Marketing and Holder of the Otto Beisheim Endowed Chair of Marketing and Commerce
WHU Otto Beisheim School of Management
Prof. Fassnacht, what has been your experience teaching the Luxury Brand Management class to Kellogg-WHU EMBA students?
I have been teaching the Kellogg-WHU EMBA class for the past three years. I have to admit, the EMBA students are very atypical and unique, and they all have very diverse backgrounds, nationalities, functions, industries, and educations. Kellogg-WHU EMBA students in general, and even more so the non-European students, usually find the Luxury Brand Management course very attractive because luxury brands and products are more of what I would call a “European thing” and luxury is often perceived as a very “sexy” topic. It is therefore very exciting for me to teach this course because EMBA students become curious and enthusiastic about the subject very quickly.
The Luxury Brand Management class is a kind of “marketing course taken to extremes.” In this course, students get inspiration, which they can use in their various industries and functions. They learn, for instance, how to emotionalize their products: a very important aspect in reaching the hearts and minds of consumers. Luxury brands are quite specific and my goal with this course is to familiarize EMBA students with what is so specific about them. I share key insights and great marketing tools related to luxury brand management and also invite “big shots” from the luxury industry to speak to students about their marketing strategies.