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Hospitality Luxury Brand Management
Learn to design and implement successful branding, marketing, and communications initiatives for luxury brands.
Delivery
Credentials
Certificate of Achievement
2.5 ECTS / 1.5 US
2.5 ECTS / 1.5 US
Duration
3 days + online introduction + final assessment
Language
Price
Hospitality Luxury Brand Management
The luxury market is very specific and requires a marketing strategy to be carefully defined in order to succeed. With this course, you will develop your know-how and skills for this market in three steps. First, you will discover the rules and characteristics that define luxury brands and how they differentiate from premium or fashion brands. In the second part, you will learn how to make strategic choices in terms of branding and communication in various industries. Finally, you will explore how to appreciate and respond to challenges facing luxury brands.
Why take this course ?
This course develops specialized knowledge and skills that enable you 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 highlights
Insightful exposure to real luxury business practices
Opportunities to network with peers and industry experts
Diverse learning formats: group projects, workshops, and discussions
All course materials are accessible online
Syllabus
Florent Girardin - Assistant Professor
Florent Girardin is an Assistant Professor of Marketing at EHL. Florent obtained a PhD in marketing from HEC Lausanne. Florent’s academic research focuses on consumers’ reactions to luxury 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. Florent's work has been published in Journal of Consumer Psychology, Psychology and Marketing, Journal of Retailing and Consumer Services, and Tourism Perspectives. He is teaching Luxury Brand Management and Fundamentals of Marketing courses at EHL.
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Hospitality Luxury Brand Management
The luxury market is very specific and requires a marketing strategy to be carefully defined in order to succeed. With this course, you will develop your know-how and skills for this market in three steps. First, you will discover the rules and characteristics that define luxury brands and how they differentiate from premium or fashion brands. In the second part, you will learn how to make strategic choices in terms of branding and communication in various industries. Finally, you will explore how to appreciate and respond to challenges facing luxury brands.