Short program

Luxury consumer

Our Short Program

The interest for luxury products and experiences is evolving; so does the target public. Each brand must be careful and define clearly the motivating factors for individuals to consume luxury and how to engage with them. How to take care of existing and also future new luxury consumers?


Certificate of attendance


3 days

Teaching Language



From 7th to 9th April 2022


Before March 3rd 2022


2'250 CHF

This short program is a module of our Certificate Luxury Marketing

Who are the different types of luxury consumers? What are the drivers motivating individuals to consume luxury? How should organisations engage with luxury consumers? The purpose of this short program is to answer to those (and many more) questions!


In order to do that, we will define, identify and assess the characteristics of luxury consumers to understand their behavior. We will start by identifying the main characteristics that define the different segments of luxury consumers. Then, we will study the main drivers of consumer behavior and how these drivers can, or cannot be applied to consumers in the luxury sector. Thus, we will identify the differences and specificities of luxury consumers and luxury markets. Finally, we will assess the most effective strategies that companies must develop to target and interact with current and future luxury consumers in order to maximize the value of their different audiences.

Learning Objectives

  1. Describe and assess the key characteristics and traits that define the different types of luxury consumers.
  2. Identify the main motives and incentives that motivate people to consume luxury goods and services.
  3. Evaluate how external factors impact luxury consumers’ decisions process and how companies can effectively engage with luxury consumers.

Target Audience

  1. Luxury industry managers and professionals who take on management, marketing, communication or branding responsibilities.
  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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