Short program

Luxury brand experience

Our Short Program

In an increasingly competitive world, experience has become a strong element of differentiation, especially in the context of luxury and hospitality. To keep customers satisfied, organizations now need to deliver service excellence through marketing to create opportunities for emotional engagement throughout the customer journey.


Certificate of attendance


3 days

Teaching Language



From 9th to 11th June 2022


Before May 5th 2022


2'250 CHF

This short program is a module of our Certificate Luxury Marketing

Through this short program, participants will gain a theoretical and practical understanding of how to create memorable brand experiences for a client or guest with an emphasis on luxury and hospitality. They will analyze the key dimensions of creating an experience within the context of the brand’s experiencescape. This will include delivering service excellence as an integral part of the experience and a reflection of the brand’s identity – its values and culture; aspects of marketing, such as events, the brand’s actions and behavior, and communication that includes storytelling and the role of theater; create emotional engagement and personalization; as well the role of the senses and use of technology.


Analysis of the guest experience will extend from the creation of an experience in the context of a specific activity or event, to how to create emotional engagement and brand experiences at key touch points along the client or guest journey as a means of building the brand/client relationship and as a basis for creating brand loyalty.

Learning Objectives

  1. Assess the delivery of personal experiences and emotional engagement within the guest or client journey.
  2. Evaluate recommendations for uniquely delivering adequate services as part of a luxury brand experience.
  3. Design an emotionally engaging multi-sensorial brand experience in the context of luxury and hospitality.

Target Audience

  1. Managers and professionals in the luxury industry who wish to develop unique experiences for their customers.
  2. Management, marketing, communication and brand professionnals moving into the luxury industry from non-luxury industry.
  3. Individuals who wish to develop their understanding of the luxury industry in order to start their own business or satisfy their curiosity.

This module is taught through a transformational teaching approach. The learning atmosphere is geared to be inspiring, intellectually stimulating, and individually relevant through pedagogical elements such as immersion into the studied topic, interaction through group discussions, and active engagement through group works.

Conditions of Admission


We offer quality programs accessible to all professionals who have decided to develop new skills.


This short program requires your presence and participation.

Payment Terms


2'250 CHF

All expenses related to continuing education are, except in exceptional cases, tax deductible. Do not hesitate to contact the relevant organizations.

Discount (10%)

-225 CHF

A discount is offered for HEC Alumni contributors.

The Executive Education HEC Lausanne offers more than thirty continuing academic programs in various fields such as management, marketing, finance, corporate governance, ethics, data or personal development. As a result, and beyond this short program from data to insights, we offer several other related programs that may also be of interest to you.

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