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Campus Singapore
Hospitality Luxury Brand Management
Learn to design and implement successful branding, marketing, and communications initiatives for luxury brands.
Next Dates
31 January 2024
Online introduction: 23 January 2024
On-campus course: 31 January - 2 February 2024
Final assessment: 12 February 2024
Delivery
Campus Singapore
Credentials
Certificate of Achievement
2.5 ECTS / 1.5 US
2.5 ECTS / 1.5 US
Duration
3 days + online introduction + final assessment
Language
English
Price
SGD 2,450
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
Course Content
1
Introduction
Key facets of luxury brands
2
Trends
Luxury Market Trends
3
Consumers
Luxury consumers' motives and behaviors
4
Equity
Developing luxury brand equity
5
Communication
Luxury communication
6
Brand
Luxury Brand Authenticity
7
Final Assessment
To obtain the certificate of achievement, participants must successfully pass the final assessment which is composed of an on-campus group presentation and an individual essay in response to open questions.
Certificate of Achievement
Is this course right for me?
Send us your profile details and a Program Advisor will get back to you with a feedback of which courses should be best suited for you.
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.
Admission Criteria
At least 2 years of relevant professional experience
Bachelor's degree or more than 5 years of professional experience in a hospitality management position
Advanced English level (C1 equivalent), for non-native speakers
Admission Process
The admissions team will review your submitted application to ensure your qualifications are met before confirming enrollment. If needed, the team will organize a short phone interview with you. Once accepted, you will receive a student contract to sign and be invited to settle the amount online.
Deadline
Your application must be received at least one week before the start of the course.
Apply Online
Choose Your Intake :
31 January 2024
Online introduction: 23 January 2024
On-campus course: 31 January - 2 February 2024
Final assessment: 12 February 2024
EnrollCost
SGD 2,450
Videos
FAQ
Singapore Student Pass
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 visas 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.
Price Details
Price: SGD 2’450
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.
Payment methods
The course fees, payment schedule, and refund policy are detailed in the Student Contract. We remind students that their fees are secured through a Fee Protection Scheme. No tuition fees will be charged before the 7-day cooling period.
Final Assessment
Participants will be able to pay via the payment platform Flywire which provides various payment methods, no hidden bank fees and offers favorable exchange rates.
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.
Overview
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
Download the brochure
Please fill in the the form to download the brochure
Syllabus
Syllabus
Course Content
1
Introduction
Key facets of luxury brands
2
Trends
Luxury Market Trends
3
Consumers
Luxury consumers' motives and behaviors
4
Equity
Developing luxury brand equity
5
Communication
Luxury communication
6
Brand
Luxury Brand Authenticity
7
Final Assessment
To obtain the certificate of achievement, participants must successfully pass the final assessment which is composed of an on-campus group presentation and an individual essay in response to open questions.
Certificate of Achievement
Is this course right for me?
Send us your profile details and a Program Advisor will get back to you with a feedback of which courses should be best suited for you.
Who Should
Apply
?
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.
Apply Online
Admission Criteria
At least 2 years of relevant professional experience
Bachelor's degree or more than 5 years of professional experience in a hospitality management position
Advanced English level (C1 equivalent), for non-native speakers
Admission Process
The admissions team will review your submitted application to ensure your qualifications are met before confirming enrollment. If needed, the team will organize a short phone interview with you. Once accepted, you will receive a student contract to sign and be invited to settle the amount online.
Deadline
Your application must be received at least one week before the start of the course.
Apply Online
Choose Your Intake :
31 January 2024
Online introduction: 23 January 2024
On-campus course: 31 January - 2 February 2024
Final assessment: 12 February 2024
EnrollCost
SGD 2,450
Video
Videos
Detailed Information
FAQ
Singapore Student Pass
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 visas 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.
Price Details
Price: SGD 2’450
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.
Payment methods
The course fees, payment schedule, and refund policy are detailed in the Student Contract. We remind students that their fees are secured through a Fee Protection Scheme. No tuition fees will be charged before the 7-day cooling period.
Final Assessment
Participants will be able to pay via the payment platform Flywire which provides various payment methods, no hidden bank fees and offers favorable exchange rates.