Jan 2024
Register by Jan 02 2024
4 weeks
Certificate of achievement
Credits: 4 ECTS
100% online

Choose your session

Start: Jan 08 2024 End: Feb 04 2024
Register by Jan 02 2024
Language: English
780 €

Course information

This course aims at providing students with current know-how and practical insights into the real issues faced by luxury brand managers.

With an approach based on both lectures and workshops, you will learn how major luxury brands reinforce their desirability.

A variety of product categories will be covered to give you a clear overview of the diversity of luxury brands, including fashion, accessories and fragrance. The expertise gained during the course will be applied to a luxury brand innovation project which they will manage from A to Z as a team.

The course is ambitious, highly interactive, and requires dedication, initiative, and hard work. Just like working in luxury brand management. Strong team-working skills are required to collaborate with your classmates on exercises and projects.

  • Duration: 4 weeks
  • Live online sessions: each week live sessions will be organised with the professor
  • Autonomous work (with and without interaction with the professor): around 15 hours each week

If you enroll before November 30, you will benefit 15% discount.

  • Luxury Brand Marketing: Who is this course for?

    ESSCA Online Campus Summer/Winter School is aimed at anyone who wants to:

    • Discover a cross-cultural experience in group projects that prepare them to communicate successfully in an international world.
    • Have coaching from teachers who will help guide them through challenges and identify opportunities for their future.
    • Gain insights into certain subjects and explore their options before choosing a Master’s degree.
    • Improve their postgraduate knowledge and apply this knowledge to their professional life.
    • Acquire new skills rewarded with ECTS credits with a balance between theory and practice.


    • First-year university (or similar) studies completed in any discipline.
    • English proficiency: Conversational (level B2 Common European Framework: CEFR).
  • What is the content of this program?

    Discover and learn about luxury marketing strategy and brand management with a focus on French luxury brands.

    Introduction to luxury and luxury brands

    • Discover the concept of luxury, dynamics of the luxury industry, key trends in the luxury market and luxury consumption. You will also be introduced to the specific nature of luxury brands.
    • Learn about how luxury brands are created, built and managed.

    Luxury marketing mix strategy

    • Discover how to develop the luxury marketing mix with a focus on the specific nature of luxury products, communications and retail strategy.

    Creating a new luxury brand

    • Study market opportunities and lay the foundations for the creation of a new luxury brand by defining a consumer target.
    • Develop an innovative proposition with strong potential in the market.

    Marketing of Fragrance

    • Discover fragrance marketing strategy in a global context with a focus on French fragrance brands.


    To sum up you will be working on team projects during this course:

    • Bring a brand to life by developing an innovative marketing mix and launch plan.
    • Carry out research on a fragrance brand and create a new product for a fragrance brand.
  • How will this program benefit my career?

    You will:

    • Understand the specific nature of luxury brands
    • Apply current theories and concepts of luxury marketing strategy and brand management
    • Demonstrate the ability to analyse marketing situations, identify key issues, and to recommend solutions
    • Develop problem-solving capabilities with real life examples, case studies and marketing challenges
    • Practice creative and critical thinking to find innovative solutions
    • Develop communication skills relevant for working in marketing

    You will acquire a better understanding of what it means to create, build and manage luxury brands. You will develop analytical skills and demonstrate creativity, and strategic thinking. You will emerge with practical experience in the process of proposing innovative solutions. By the end of the course, you will have made your first moves to becoming a luxury brand manager.

  • How to apply?

    Practical information

    • Duration: 4 weeks
    • Live online sessions: each week live sessions will be organised with the professor
    • Autonomous work (with and without interaction with the professor): around 15 hours each week
    • Minimum number of participants to open the course: 5 students

    Transfer Credit

    If you wish to transfer ESSCA Online Campus academic credit, obtain written approval from the dean or adviser at your home institution prior to your registration at ESSCA Online Campus. Such approval is for your protection only; it is not required by Summer/Winter School at ESSCA Online Campus, which cannot approve credits for transfer. We will provide transcript to have grades sent to your home institution.

  • What documents are required to apply for this program?
    • ID / Passport / Student ID
    • English proficiency document signed by a professor (provided by ESSCA) or English test results (TOEFL, TOEIC, IELTS, Duolingo)
    • Diploma (graduate students)/ Unofficial transcript (undergraduate: junior & senior year)
    • Most recent transcripts of records (and official translations to English or French)
    • Letter(s) of recommendation (optional)
    • CV / Resume (optional)
There was a lot of interesting and accessible methodological material, the tutor Catherine was very helpful, quick to respond, and assignments were marked and returned to me with feedback promptly. The scheme of the courses was very interestingly built, it was possible to watch live sessions in my free time, which is very important with a busy work schedule.
Vusala, Marketing coordinator in luxury sector
(Short/summer program 2023)
As I am also very interested in luxury fashion in my private life, it was very interesting to be able to look behind the scenes and get all the background information. The project also allowed me to work independently and be creative - which was a lot of fun.
Elma, Senior brand marketing manager
(Short/summer program 2023)
I loved the course. It allowed me to learn more about luxury in general. I was able to improve my knowledge of French luxury brands. This high-quality course enabled me to consolidate my knowledge and confirm my passion for luxury.
Lauryne, Undergraduate student
(Short/summer program 2023)

You may also explore those themes