Foreign luxury brands have become all the rage among the mainland's nouveau riche, so much so that the phenomenon has become an academic subject. Fudan University in Shanghai is offering a business programme known as 'fashion and prestige management', a first, apparently, in the world. But the two-week course, run jointly with Italy's SDA Bocconi School of Management, is about as expensive as the fashion lifestyle it analyses - 75,000 yuan (HK$82,837). The school has defended the cost, saying it needed to fly in the Italian professors and textbooks, presumably on first class and FedEx respectively. And it was a small price to pay compared with what students were being offered, said a university spokeswoman. 'Students will learn the secrets to succeed in China's booming luxury industry,' she said. The programme evolved from an earlier course that was part of the university's MBA programme three years ago. The course was very popular back then, with 300 students competing for 58 places, probably because it didn't carry an astronomical price tag. The new programme opened for registration on Monday. Administers admitted no one had enrolled so far, but said there had been many inquiries from companies. Our advice: keep your money to buy luxury brands instead.