Learning in Luxury

PUBLISHED : Saturday, 12 March, 2011, 12:00am
UPDATED : Saturday, 12 March, 2011, 12:00am

The marketing of luxury brands is fast-paced and challenging, requiring highly qualified individuals with sharp business acumen and a strong dose of creativity.

Since 2007, ESSEC Business School in France and MasterCard Worldwide have offered the Luxury Brand Management Executive Programme, an annual, four-day course that provides up-to-date knowledge of luxury brand management and the latest in consumer trends.

'We hope the participants will benefit from creative thinking combined with strategic planning, and a comprehensive understanding of Asia's luxury market,' says Georgette Tan, vice-president for communications, Asia-Pacific, Middle East and Africa, MasterCard Worldwide.

'Working alongside other professionals in various industries like retail, travel, banking, the programme connects participants with academics and top market leaders to inspire the next wave of change in the luxury industry.'

Participants can learn about the challenges and dynamics of the luxury business, gain insights into important topics such as nurturing customer loyalty, and debate issues related to brand identity, applied analytical techniques and decision-making at management level. One day will be devoted to the luxury market on the mainland.

Graduates will be awarded internationally recognised certificates by ESSEC. The programme, which will select 30 participants this year, invites applications from executives in the luxury industry in the Asia-Pacific region, Middle East or Africa. The tuition fee is US$7,400. Each student will be offered a scholarship of US$2,467, sponsored by MasterCard Worldwide. Participants can attend the programme in Shanghai (May 27 to 30) or Singapore (September 30 to October 3). Application deadline is April 1 for the former and July 29 for the latter.