Campus Lausanne

Hospitality Luxury Brand Management

The course builds on science- and evidence-based insights, rich and plentiful practical examples, and inspiring guest speakers from the luxury brands and luxury hotels. You will learn how to articulate a luxury strategy and improve the luxuriousness of your establishment. Moreover, you will have the ability to connect with inspiring teachers, speakers and build a global network of peers to support your next steps.

Next Date

29 January 2025


Online kick-off session: 16 January, 2025

On-campus course: 29 January - 31 January 2025 Enroll
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Delivery

Campus Lausanne
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Credentials

Certificate of Completion
2.5 ECTS / 1.5 US
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Duration

Virtual kick-off session + 3 days on campus
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Language

English
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Price

CHF 2,500

Hospitality Luxury Brand Management

The luxury market is specific and requires a carefully defined marketing strategy to succeed. In this course, you will develop your know-how and skills for this market in three steps. First, you will discover the rules and characteristics that define luxury brands and how they differentiate from premium or fashion brands. Second, you will learn how to make strategic choices in terms of luxury branding and communication in various industries, with a strong focus on hospitality. Finally, you will explore how to appreciate and respond to current challenges faced by luxury brands. Throughout the course, special emphasis will be placed on the hospitality sector.

Course information

Why take this course?

This course develops specialized knowledge and skills that enable you to : 

graduate-school-about-us-1

Innovative Luxury Branding

Develop and implement innovative, strategic solutions for luxury brands and businesses

Crafting Excellence

Design marketing and communication strategies for luxury brands.

Elevating Hospitality

Apply luxury brand management concepts to the luxury hospitality business.

Highlights

Unlocking Real Luxury Business

Insightful exposure to real luxury business practices.

Opportunities to network with peers and industry experts.

Diverse learning formats: group projects, workshops, and discussions.

All course materials are accessible online.

Unlocking Real Luxury Business

Program Journey

Course Content

Learn about the definition of luxury brands and the evolution of the luxury market. During this interactive session, you will discover what makes a brand luxury and how the business model of luxury brands differs from premium and fashion brands business models. Additionally, you will define the key dimensions of luxury hospitality.

Based on academic research findings and real case studies, you will learn about the latest trends and developments in luxury hospitality. Among others, we will discuss the implication for luxury brands of the following concepts and trends: quiet luxury, liquid luxury, brand authenticity, and transformation economy.

Learn how to create a perception of luxuriousness based on latest scientific findings and via live demonstrations of in-class experiments. Achieve a systematic understanding of how consumers judge the luxuriousness of hospitality brands and learn how to strategically use these cues.

Using practical examples from various industries, you will learn about the strategies used by luxury brands to create extraordinary added value and grow their equity. Each facet of luxury brand business models will be detailed and explained with concrete examples.

Luxury brands do not communicate their offerings as mass-market brands do. You will learn the specificities, as well as the dos and the don’ts of luxury brands communication strategy.

Achieving a high brand desirability is both a necessity and a challenge for luxury brands. Through different business cases, you will learn how to build and sustain a high desirability in the long term to develop lasting consumer-brand relationships.

To obtain the Certificate of Completion, participants must successfully pass the final assessment which is composed of an on-campus group presentation and an individual essay in response to open questions.

Is this course right for me?

Send us your profile details and a Program Advisor will get back to you with a feedback of which courses should be best suited for you.

Dr Florent Girardin

Associate Professor

Fundamentals of Hospitality Marketing
Hospitality Luxury Brand Management

Dr Matthias Fuchs

Assistant Professor

Computational Thinking
Strategic Marketing and Branding
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Dr Florent Girardin

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Dr Matthias Fuchs

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Admission Criteria

Bachelor's degree and 2 years of relevant professional experience or more than 5 years of professional experience in a management position

Advanced English level (C1 equivalent), for non-native speakers 

Admission Process

The admissions team will review your submitted application to ensure your qualifications are met before confirming enrollment. If needed, the team will organize a short phone interview with you. Once accepted, you will receive a student contract to sign and be invited to settle the amount online.

Deadline

Your application must be received at least one week before the start of the course.

Apply Online

Choose your intake :

29 January 2025


Online kick-off session: 16 January, 2025

On-campus course: 29 January - 31 January 2025 Enroll
Cost CHF 2,500

FAQ

Most asked question

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 Switzerland. 

Price details

Price: CHF 2,500

The price includes the tuition fee, access to learning material, reference book, lunches and coffee breaks.

Payment methods

Participants will be able to pay via the payment platform Flywire, which provides various payment methods, no hidden bank fees, and offers favorable exchange rates.

How to earn the certificate

To earn the certificate, participants must achieve a score of at least 4.0 in their final presentation (on a scale of 1 to 6). Upon completion, participants will receive a Certificate of Completion.

The academic publications

The academic publications

Redefining luxury hospitality
Hospitality Industry

Luxury Hospitality: What makes a Luxury Hotel today

If you ask friends and colleagues who value sophistication and refinement ‘what defines a luxury hotel?’, you’ll likely get a range of responses from mod cons – with everything from a decent restaurant to a spa – to seamless, exceptional service and...

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Luxury Hospitality
Business Management

Luxury Hospitality and the Risk of Obsolescence

Luxury hospitality is at risk of becoming obsolete, according to PwC Global industry leader for hospitality and tourism, Nicolas Mayer. That’s because it no longer fulfills the ‘needs and desires’ of clients that they couldn’t get elsewhere. Mayer...

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The future of luxury experiences
Hospitality Industry

The future of luxury experiences: Where luxury meets hospitality

The luxury industry is undergoing a change. As a result, its products are reaching more and more people. In order to avoid losing exclusivity and uniqueness, many brands are now relying on ‘experiences’. These are enabling them to strengthen their...

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