Luxury marketing

Certificate of advanced studies (CAS)

This program is designed to help managers successfully create, cultivate, and develop a meaningful and charismatic luxury brand across customer touchpoints and different markets. Participants will get into a multisensoric learning journey which combines traditional with innovative teaching methods.

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Certificate of advanced studies (CAS)
15 days over 5 months
From 09h00 to 17h00
9 500 CHF
Before 15 February 2022
Luxury marketing
  • From 24/03/2022 to 18/07/2022


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The luxury industry is facing profound changes impacting consumption culture: digitalization, global mobility, and consumers’ increased awareness of the environmental crisis and social inequalities.

Consequently, the traditional meaning of notions such as materialism, status, and luxury is challenged. In addition, luxury marketing works differently than marketing goods and services for everyday consumption. Rather than strictly catering to consumers’ needs and outsmarting the competition to drive sales and profits, marketing luxury brands follows its own rules in order to preserve the mystic aura and dream factor which is core to luxury.

This certificate is designed to sharpen participants' marketing understanding with regard to the specificities of luxury brands, both in national and international markets. At the same time, this class is meant to serve as a platform to experience and cultivate first-hand what luxury brands need to have nowadays: charisma, sensuality, soul, and creativity. Participants will deep-dive into luxury thinking through a mix of traditional and innovative teaching methods in the spirit of age-old luxury icons that constantly reinvent themselves.

Learning objectives

  1. Being future-ready for new phenomena and trends in the luxury industry and understanding luxury consumers, their behavior, and motivations.
  2. Successfully creating, cultivating, and developing a luxury brand across customer touchpoints and different markets.
  3. Developing sensibility and feeling for the dream and charisma of luxury brands versus premium and fashion brands.

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.


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The pedagogy of this course will comprise a mix of traditional (lectures, exercises, in-class discussions) and innovative (on-site experience and experimentation, ideation, creation) teaching methods. Students will be asked to actively prepare and participate in classes in order to benefit the most from the learning journey.

Program's blocks

Each module can be followed individually

Disruptive luxury

Like any industry, the luxury goods sector will face many disruptions in the years to come. To prepare you to face these upheavals, we will study the trends that will change the luxury industry and the techniques on which you can capitalize to prepare your organization through creative thinking and application on a real luxury case.

From 24 March 2022 to 26 March 2022
Disruptive luxury
Luxury consumer

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?

From 07 April 2022 to 09 April 2022
Luxury consumer
Luxury branding

How to define and implement a luxury brand strategy? A question we will answer by helping you understand how to make strategic choices and how to respond to the challenges that luxury brands face today through a better understanding of the key rules and characteristics of a luxury brand strategy.

From 05 May 2022 to 07 May 2022
Luxury branding
Luxury brand experience

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.

From 09 June 2022 to 11 June 2022
Luxury brand experience
Global luxury retail strategy

The international dimension adds another layer of complexity to luxury retail management.
In this module participants will learn which special features of international luxury markets to pay particular attention to and how to successfully create, implement and execute an international luxury retail strategy.

From 30 June 2022 to 02 July 2022
Global luxury retail strategy


Admission criteria

The steering committee reserves the right to accept applications from people who do not meet the conditions below on the basis of their motivation and professional experience.

Professional experience

A minimum of 3 years of professional experience.

Academic curriculum

Hold a university degree or any type of diploma deemed equivalent by the program management.

Payment terms

Price: 9 500 CHF

All expenses related to continuing education are, except in exceptional cases, tax deductible.

Down payment : 1 500 CHF

To be paid within 7 days upon receipt of the confirmation letter of your registration.

Discount (10%): -950 CHF

A discount is offered to contributing members of Alumni HEC or registrations received before 31 October 2021.

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Edition 2022/2023
Luxury marketing
24 March 2022
18 July 2022
15 February 2022