Why this Summer Program?
Program learning objectives
Is this summer program right for me?
Key Facts
Date
Tuition
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Content overview
During the first week at HEC Paris, participants will be introduced to the key facets of luxury brands and learn how luxury brand management differs from traditional brand management. They will study the differences between a luxury business model and a fashion or premium business model and will investigate the characteristics of the luxury business sector. Participants will learn how to build and manage a luxury brand portfolio to create added value. Luxury brands’ case studies will be used to illustrate theoretical concepts with real-life examples. Participants will also learn how to design a luxury brand experience using a customer-centric approach.
Key topics covered
- Key facets of luxury brands
- How luxury brand management differs from traditional brand management.
- Differences between a luxury business model and a fashion or premium business model
- Characteristics of the luxury business sector.
- How to build and manage a luxury brand portfolio to create added value.
Academic director
|
Anne Michaud |
Anne Michaut received a Ph.D. in Social Sciences from Wageningen University, where she also received a M.Sc. degree in Marketing and Consumer Behavior. Prior to joining HEC Paris, she worked on innovation process methods and new product adoption processes at Unilever, which funded her PhD research. Her current research interests are in the field of luxury, focusing on the perception of luxury, sustainable development, entrepreneurship and client experience. Her work has been published in Journal of Product Innovation Management, Journal of Brand Management, or Journal of Brand Strategy, and she has contributed to edited books. At HEC Paris, her teaching covers varied topics about Luxury Management as well as Innovation Marketing. She has collaborated with multiple companies in her teaching, such as L’Oréal, McKinsey&Company, Orange, Michelin, AT Kearney, Kering and LVMH. She was the Academic Director of the Advanced Management Program in Fashion and Luxury, jointly developed with IFM and Tsinghua SEM in China (2008-2015). She is now the Director of the LVMH Academic Chair; she works on developing HEC Paris’ excellence in teaching in the field of Luxury. |
During the second week on EHL’s Lausanne campus, participants will be immersed in the world of luxury hospitality. They will learn the important values and “etiquette” of luxury hospitality, visit a luxury hotel and understand how luxury goods companies are developing customer experiences using hospitality. Participants will also learn how to design a hospitality concept and develop specific customer journeys. Through different workshops, they will experience fine dining and enology with experts from the field. Participants will also discover new trends in luxury hospitality.
Key topics covered
- Immersion in the world of luxury hospitality.
- Values and “etiquette” of luxury hospitality.
- How luxury goods companies are developing customer experiences using hospitality.
- New trends in luxury hospitality
- Visit a luxury hotel.
Academic director
|
Florent Girardin |
Florent Girardin is an Assistant Professor of Marketing at EHL. Florent obtained a PhD in marketing from HEC Lausanne. His academic research focuses on consumers’ reactions to luxury brand and product positioning strategies. In his doctoral dissertation, he investigated consumers’ perceptions of brand authenticity, a marketing concept that has gained increasing attention in the marketing discipline, both from academics and practitioners. Florent's work has been published in Journal of Consumer Psychology, Psychology and Marketing, Journal of Retailing and Consumer Services, and Tourism Perspectives. He teaches Luxury Brand Management and Fundamentals of Marketing courses at EHL. |
Program FAQ
What is included in the program fees?
The program fees include the price of tuition. This is 4,100 euros for young professionals, or 3,200 euros for full-time students.
Lodging, food & beverage, and transportation are not covered by the program fees and should be budgeted separately. Participants are responsible for making their own accommodation and travel arrangements for each campus. Campus housing options are available at both HEC and EHL but are not mandatory.
Who is eligible for this program?
This Summer School is open to young professionals, recent graduates, master's students, and current University-level students. You do not need to be a student at the time of the program to apply.
What is the minimum age to apply?
The summer program's teaching methodology is tailored to accommodate participants with varying ages and experience levels.
The program's average participant age is 23 years old. However, all participants must be at least 19 years old by the start of the program.
How to apply?
Applications are handled by HEC Paris directly on the online portal.
To apply for a seat in up to two of our summer programs, please submit your application online with all supporting documentation. Please note, all programs entail a full-time commitment, so participants can only attend one program per session.
We encourage you to apply early as programs will remain open on a space-available basis.
Required materials:
- All official academic transcripts obtained
- Résumé (CV)
- Personal statement (if applying for merit-based scholarship)
- Online application including short-essay questions
- Non-refundable application fee of €50 per application. (1)
- For all non-native English speakers: English language proficiency test score report (TOEFL or TOEIC or IELTS or Cambridge) or evidence (e.g., transcript) of coursework completed in the English language
- In certain cases, the Admissions team can also grant a phone/Skype interview to evaluate English language proficiency.
(1) Payment of the €50 fee per application occurs by credit card at the time of the online application.
What is the application deadline?
Applications are assessed and admitted on a rolling basis for eligible candidates until the program is full. We therefore recommend applying early to ensure a place in the program. The admissions process is led by HEC Paris and will be closed on June 10, 2023 at the latest.
Visas & Travel Restrictions
A Student Visa is not required for this course. However, participants who are coming from countries outside of the EU/EEA zone may require a Schengen visa to enter France and Switzerland. You are responsible for ensuring that you have the necessary travel permissions and documentation.
Accommodation at HEC Paris and EHL
The Program Fees do not cover housing costs.
Accommodation at HEC Paris
During the first week at HEC Paris, staying on the 340-acre campus is recommended in order to fully experience campus life. Although on-campus housing is not mandatory, participants are encouraged to stay on-campus for €162.50 for five nights in a single room with an en-suite bathroom and basic furnishings.
The HEC Residence provides bedding and towels, but participants are responsible for bringing their own toiletries. Participants can choose to stay off-campus during the first week during the confirmation process.
Traveling to Lausanne
Participants are responsible for their own travel arrangements to the EHL campus in Switzerland. However, taking the direct train from Paris to Lausanne is recommended as it is sustainable and takes less than four hours.
Accommodation at EHL Campus Lausanne
During the second week at EHL Campus Lausanne, participants can choose to stay in modern accommodation buildings with the option of single or double occupancy. Single rooms have a single bed, basic furnishings, and an en-suite bathroom while double rooms have two single beds and share one en-suite bathroom. The prices per night are CHF70 for a single room and CHF90 for a double room, which is CHF45 per person. Bedding and towels are provided, and an ironing board and iron are available in the common laundry room.
| Single | Double | |
Rooms |
|
|
| 70 CHF | 90 CHF | |
| + Breakfast (CHF 15 per person) | +15 CHF | +30 CHF |
| + Lunch (CHF 40 per person) | +40 CHF | +80 CHF |
| + Dinner (CHF 40 per person) | +40 CHF | +80 CHF |
Additional information
- Cleaning of the room is planned before arrival and after departure
- There is no accompanied service to the residence/room (i.e. roomservice)
- EHL Guest Wi-Fi is available everywhere on campus
- Single room has a single bed with pillow and duvet, bedside lamp, and one closet with hangers and shelves, a desk, desk lamp, chair, and trash can. A mini fridge is also provided.
- Towels and bed linens are provided
- Ironing board and iron are available in the common laundry room free of charge
More information on the booking process for accommodation at EHL will be provided after admission.
Do participants receive a certificate at the end of the program?
Upon successful completion of the program, participants receive a Certificate of Achievement leading to 5 ECTS issued jointly by EHL Hospitality Business School and HEC Paris.
Assessment
Team-based Project (70% of the final grade)
- Pick a brand and create/imagine a hospitality experience
- Other activities: store check & exhibition
Individual Assessment (30% of the final grade)
- Online MCQ to be completed within 1 week after the end of the program
- Questions related to all topics covered during both weeks.
This is an accredited program. Students seeking credit are encouraged to consult their home institution to validate the credit transfer.