This online course looks at the origins of luxury brands from a wide range of industries and examines how they have evolved over time, what makes luxury brand management so specific and how creativity and craftsmanship help to build a unique relationship between luxury brands and their loyal consumers. The course will analyze luxury brand communications, advertising campaigns, digital trends, ethical considerations, and sustainable practice, as well as the challenges faced by brands as they balance their story, history and expertise whilst also communicating in a relevant way to both their loyal and newest luxury consumers. This intensive course provides participants with a good understanding of key branding and marketing frameworks, through an analysis of recent case studies. There is also a short exercise included for participants to work on based around a specific luxury brand strategy.
Five 1.5 hour scheduled sessions
Livestreamed lectures led by experts in the field
Dynamic lecturers, drawn from our global faculty
Access anywhere, globally
Clear learning objectives
Direct dialogue with course leaders and invited experts
Full access to our e-learning platform, for readings and more
Certificate of participation upon completion of course
Our live online courses are designed to enrich and deepen your understanding of a specific art world subject in an accelerated and dynamic format. The courses are ideal for undergraduates, career changers, art professionals, and art lovers seeking to learn more about art and cultural history or to acquire specific knowledge/skills. Led by art and business professionals drawn from our global faculty, these courses provide participants with expert insight and practical skills through a combination of livestreamed lectures and group discussion. Course materials and lecture recordings can be accessed 24 hours a day, seven days a week, via Sotheby’s Institute’s learning platform – Canvas. Canvas is an intuitive, self-contained environment that requires no additional software.
Once you successfully complete the course, you will receive a verified Certificate of Completion from Sotheby’s Institute of Art. Our digital certificates allow you to share new skills with various social media platforms, including LinkedIn.
Serena Gossain (Sotheby’s Guest Lecturer) teaches branding and luxury brand management at Sotheby’s, as well as at several leading arts universities in London. She is an accomplished creative professional with over 25 years of experience in design, branding, and advertising. She has an MA in Visual Communications from Central Saint Martins and is a Fellow of the Higher Education Academy. Serena’s industry background in advertising and design agencies gives her a critical and strategic appreciation of brand communications. Serena has created successful, targeted communications in
advertising and design for clients in the UK and USA. Serena also works as a creative consultant/freelancer with her own client base.
To understand the principles of luxury brand management. Insights on the history on luxury brands and their specific management. What are the origins of luxury? What is the cultural capital of luxury and what does luxury mean to consumers today?
To apply contemporary branding and marketing frameworks in luxury brand management.
To critically examine how luxury brands build ethics and sustainability into their core values and achieve competitive success.
To examine how current digital innovation impacts the future of brands, as physical and digital worlds continue to collide. How do brands balance appeal to their newest consumers whilst retaining their core brand values consistent with their existing client base?