Luxury brand experience

Short program (FC)

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.

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Short program (FC)
3 days over 1 months
From 09h00 to 17h00
2 250 CHF
Before 05 May 2022
Luxury brand experience
  • 9, 10 and 11 June 2022


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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.


à propos

The teaching and learning approach focuses on both theory and practice, with a mix of lectures integrated with interactive sessions that includes buzz groups and class discussions. There is a strong emphasis on practical application supported by relevant models and theories, with the use of exercises and break-out groups, industry examples, guest speakers and/or visits; as well as experiential activities designed to provide insights into how experiences are created within luxury and hospitality. The final evaluated assignment allows participants to apply their learning – putting theory into practice – by designing a relevant multi-sensorial brand experience in the context of luxury and hospitality.

Main program
Luxury marketing
Luxury marketing
Cette formation courte est un module de notre Certificate of advanced studies (CAS) en Luxury marketing.
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Admission criteria


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

Price: 2 250 CHF

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

Discount (10%): -225 CHF

A discount is offered to contributing members of Alumni HEC.

Related programs

The Executive Education HEC Lausanne offers more than 56 open programs in various fields: luxury, marketing. As a result, and beyond this short program in Luxury brand experience, we offer several other related programs that may be of interest to you.

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Edition 2022/2023
Luxury brand experience
09 June 2022
11 June 2022
05 May 2022