From Jan 04 to Feb 08
Register by Dec 31
5 weeks
Certificate of achievement
Credits: 6
100% online

Choose your session

Start: Jan 04 End: Feb 08
Register by Dec 31
Language: English
1,260 €

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.

  • 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.


    – 3-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?

    This course is a mix of synchronous, asynchronous and autonomous preparation. Live sessions will be recorded but your presence in the live sessions is mandatory.
    Time zone for live sessions: Central European Time (CET).

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

    Week 1: Introduction to luxury 

    – 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.

    – Working on a luxury fashion brand team project.

    Week 2: Luxury brand development 

    – Learn about how luxury brands are created, built and managed.

    – Working on a luxury fashion brand team project.

    Week 3: Luxury marketing strategy 

    – Know more about the development of the luxury marketing mix, with a focus on the specific nature of luxury products, communications and retail strategy.

    – Complete and present your luxury fashion brand team project.

    Week 4: Fragrance marketing strategy 

    – Learn how fragrance marketing is different to luxury fashion marketing.

    – Work on a fragrance brand innovation team project.

    Week 5: Create a new luxury brand 

    – As a team, you will study market opportunities and lay the foundations for the creation of a new luxury brand, by defining a consumer target and developing an innovative proposition with strong potential in the market.

    Week 6: Build and launch a new luxury brand 

    – As a team, you will bring the brand to life by developing an innovative marketing mix and launch plan.



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

    – Luxury fashion brand project,

    Fragrance brand innovation project,

    New luxury brand innovation project.

  • 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?

    You can benefit from a 15% Early bird discount on the price for early applicants (Code: EOC2022).

    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 summer registration at ESSCA Online Campus. Such approval is for your protection only; it is not required by Summer 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, Duolingo)
    • Screenshot of the ESSCA Online Campus eligibility test result
    • 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)
I think the course was really in depth. I know more about luxury marketing which is very different from global marketing.
Pui Yan Law
Hong Kong
It’s an interesting experience as we met people from other countries, even though it is only online, and we can discover cross-cultural differences in discussions.
Yuge Nie
Hong Kong
My teammates inspired me. We could complete each other's gap in doing the group projects. We have our special parts, but we still brainstorm together.
Meidiana Nurul Islami