Luxury Brand Management Short Course

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EHL Campus (Singapore)

Why Take This Course?

You should take this course if you want to:

Develop and implement innovative, strategic solutions for luxury branding.
Design marketing and communication strategies for luxury brands.
Apply luxury brand management concepts to the luxury hospitality business.

Course Content

The course will focus on presenting, illustrating and discussing the specific rules of luxury brand management.

Your class activities will include presentations from the professor and from guest speakers, case studies, workshops and participants groups’ presentations.

In order to apply the concepts covered in class to a real case in the luxury industry, you will analyze in groups a luxury brand of your choice.

Each session will develop a specific aspect of designing concepts for hotels and Food & Beverage businesses:

1. Fundamentals

What is luxury?

2. Strategy

Facets of Luxury Today

3. People

Luxury Consumers Motives and Behaviors

4. Brand

Developing Luxury Brand Equity

5. Communication

Communication in Luxury

Hospitality_Insights_Remote_Luxury_Four_Seasons_Sayan_Bali

6. Trends

Brand Authenticity and New Trends in Luxury Hospitality

Key Facts

Duration/Dates

Online intro: 07 November 2022
3 days onsite full-time
18 - 20 November 2022

Location

EHL Campus (Singapore)
3 Lady Hill Road, Singapore 258672

Cost

SGD 2,400
Special launch price for Singaporeans and Singapore residents: SGD 1,950

Credential Delivered

EHL Certificate of Achievement

Course Language

English

Mode of Training

Online & Full-Time, Onsite

Learning Objectives

On completion of this course, participants will be able to:

Make relevant analysis.
Contribute to the development and implementation of innovative, strategic solutions for branding, marketing and communicating luxury brands.
Apply this learning in the context of the luxury hospitality business.

What Makes This Course Special?

Insightful guest speakers who launched fresh hospitality concepts

Opportunities to network with other participants and guest speakers

Variety of learning formats, including team work, workshops and discussion with industry experts

Course offered by EHL, ranked #1 in 2020 QS World University ranking for Hospitality & Leisure Management Universities

All course material accessible through an online Learning Management System

Course Instructor

Dr Florent Girardin

PhD in Management, HEC Lausanne – UNIL, 2014

Dr Girardin’s academic research focuses on consumers’ reactions to brand and product positioning strategies.

In his doctoral dissertation, he has investigated consumers’ perceptions of brand authenticity, a marketing concept that has gained increasing attention in the marketing discipline, both from academics and practitioners. His work has been published in "Journal of Consumer Psychology" and "Psychology and Marketing".

He has also worked as a Growth Driver at PwC Switzerland.

In 2017 he received the C.W. Park Outstanding Contribution to the Journal of Consumer Psychology Award

Who Should Attend?

This course is particularly designed for you if you are a young supervisor or manager (25-35 years old), with a minimum 2-3 years of professional experience:

in the luxury industry (e.g. luxury watches, luxury cars, luxury hospitality, luxury services, etc.);
in a related industry and a strong willingness to work in the luxury industry.

Minimum Qualification Required to Enroll

Bachelor's degree or more than 5 years experience in a hospitality management position
a good understanding of marketing fundamentals based on prior work experience and/or studies

Apply Online

EHL Campus (Singapore) will review your submitted application to ensure your qualifications are met before confirming enrollment. If needed our Admissions team will organize a short phone interview with you.

Foreign students will not need a Student Pass to attend the short course. A short term visit pass will be sufficient for countries eligible for visa on arrival. Students from other countries will need to apply for a visa beforehand. If temporary travel restrictions are in place at the time of the course, students will be able to postpone their participation to a later date.

Not ready to enroll?

Make sure to complete the form to receive our Short Courses information and be informed of later course dates.

Download the Flyer

Fill in the form and get all details about the Luxury Brand Management Short Course.

Frequently Asked Questions

Price

Price: SGD 2’400

The price includes the tuition fee, access to learning material, reference book, lunches and coffee breaks, one orientation evening, transportation in the morning and evening from-to the nearest MRT station, front office support for the duration of the course.

The short course fees will be secured by a Fee Protection Scheme.

Participants will be able to pay their fees using the global payment solution Flywire.

Special Launch Price for Singaporeans and Singapore residents: SGD 1,950.

Services Included

lunch
morning and afternoon coffee breaks
transportation in the morning and evening from-to the nearest MRT station
front office support

Course duration

Online introduction + pre-work
3 days onsite full-time
Online final assessment

Daily Schedule

9h-12pm: morning session
12pm-1pm: lunch (provided)
1pm-4pm: afternoon session

Usually participants use the end of afternoon to read course material and work in groups.

Training Mode

Online & Full-Time, Onsite

Course Effort

Total course hours: 62 hours

Contact hours: 26 hours (2 online, 24 face-to-face)
Out-of-class student effort: 36 hours (pre-work, readings, final assessment)

Assessments

Participants will be assessed on in-class presentations, and on an individual assignment.

EHL Campus (Singapore) Pte Ltd

3 Lady Hill Road, Singapore 258672

ERF Registration Number: 201731189N
Registration Validity Period: 14 June 2019 to 13 June 2023