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Luxury Management

Program in Luxury Management

- Your Executive Education at HSG

Maximizing your impact in the luxury and high-end markets
Brochure

Welcome to the University of St.Gallen’s prestigious executive Program in Luxury Management, exclusively designed for seasoned executives and high-potential professionals from the luxury industry and high-end markets. If you are looking to take your career to the next level in luxury management, this program is tailor-made for you.

Through this 5-day program, you will gain holistic and practical insights into the ever-evolving luxury industry, its significant challenges, and immense opportunities. As an experienced leader in the field, you will benefit from the latest research and future-focused impetus from one of Europe’s leading business schools, the University of St.Gallen.

During two intensive learning modules based in St.Gallen, Switzerland, and Paris, you will explore modern strategic concepts, including target group definitions, creative positioning, branding strategies, and business modeling in high-end markets. You will also update your knowledge of current market developments, drivers of innovation, and future high-end consumers.

As a certified graduate of this program, you will gain a competitive edge in strategic and operational luxury management, equipped with transferable skills to lead your company to success. Join us in the Program in Luxury Management and unlock your full potential in the global high-end business.

Note on Programme Start
We are currently taking the opportunity to further develop the programme to align even more closely with market needs. A new start date will be announced in due course. If you are interested, feel free to get in touch – we’ll be happy to keep you informed.

Overview

Facts

Graduation: Seminar Certificate
Program Language: English
Start date: upon request
Duration: 5 days
Location: Paris
Investment: CHF 9800
Porträt Frank Müller

Personal consultation

Dr. Frank Müller
Program Director

University of St.Gallen: A place for art and luxury

The University of St.Gallen (HSG) offers an exceptional environment for continuing education in the field of art and luxury.

The public university’s renowned art collection – Art in Architecture – is unique in the world. It brings together top-class works of art by internationally renowned artists such as Gerhard Richter, Alberto Giacometti, and Joan Miró. All works are open to the public. You can find out more about art at the HSG here.

The HSG is also a one-stop shop for luxury and fashion. In 2022, the SQUARE (HSG) became a catwalk and stage for the fall/winter collection of Akris head designer Albert Kriemler. A short film of the fashion show can be found here. The entire architecture of the SQUARE (HSG) resembles a work of art. Created by Japanese architect Sou Foujimoto, the SQUARE (HSG) consists of 82 cuboids and is the new meeting point and place for chance encounters (serendipity).

NEW: The Program in Luxury Management

The Program in Luxury Management will help you familiarize yourself with modern luxury, prestige, or premium branding concepts, supporting your strategic decision-making process. You will also learn how to assess the impact of changing consumer values, technological progress, demographics, and globalization on your business and prepare your company for likely scenarios.

In addition to updating your knowledge of current market developments and drivers of innovation, you will gain insights into future high-end consumers. You will also receive guidance on business operations such as managing value chains and organizations, funding, budgeting, and controlling processes.

We invite you to enrich your marketing-mix toolbox regarding high-end product systems, brand communications in times of new social sensitivities, pricing policies, and complex multi-channel distribution. You will also have the opportunity to complete transfer projects to apply what you learn during the PLM in your company.

Take advantage of this opportunity to become a successful executive in professional luxury management of the future. Join our Program in Luxury Management and prepare yourself for your next career steps in high-end markets.

Program in Luxury Management PLM (University of St. Gallen): Speakers list

Please note: The program is currently undergoing some adjustments. We will announce further details later this year. Please let us know by email (friederike.rieder@unisg.ch) if you would like to receive further updates.

Aurel BacsThe vintage luxury watch marketPhilipps / Bacs
Markus Benz /
Mara Benz		Luxury in the furniture industryKnoll AG
Payal CerriLuxury eventsSarayu Consulting
Filippo ChieliLuxury Companies's EvaluationIntesa Sanpaolo
Martin CrépyLuxury pricingKucher & Simon
Leonie FlückigerBlockchain, NFTs & Co. in luxuryMcKinsey & Company
Prof. Dr. Johanna GollhoferConsumer insights in luxuryUniversity of St. Gallen
Katia KachanLuxury and innovationInsead Forum
Albert Kriemler / Peter KriemlerAkris – an independent luxury fashion labelAkris AG
Dr. Frank MüllerDefinitions & concepts of high-end brands, the status and outlook of the luxury industry, selecting target groups, brand positioning & portfolios, marketing-mix, organizationUniversity of St. Gallen / The Bridge To Luxury
Frank-Michael MüllerMarket intelligence - the example of luxury watchesResponsio GmbH
Prof. Dr. Günter Müller-StewensThe future of luxuryUniversity of St. Gallen
Patrice MüllerLuxury and the ESG challengeH. Sturzenegger & Sons
Prof. Dr. Felicitas MorhartEvolutionary Foundations & SignalingUniversité de Lausanne
Dr. Michaela MerkMulti-Channel distributionMerk-Vision
François MoreauStarting your own luxury brandReservoir
Dr. Laura NollPricing in the high-end artsUniversity of St. Gallen
Dr. Peter PetermannTrends in luxury communicationsWunderman Thompson
Prof. Dr. Sven ReineckeStrategic Price Management, price image, marketing management control, marketing metricsUniversity of St. Gallen
Philippe SchausThe luxury beverage industryMoët-Hennessy
Prof. Dr. Marcus SchögelDigital transformation, customer luxury journeys and experiencesUniversity of St. Gallen
Manfred TautscherConsumer insights in luxurySinus
Klaus UllrichPorsche branding and customer experiencePorsche AG
Dr. Dennis VogtLuxury branding in the car industryTTG AG

Curriculum

Module 1: St.Gallen
upon request
Weiterbildungszentrum Holzweid, St. Gallen

Module 1: St.Gallen

upon request
Weiterbildungszentrum Holzweid, St. Gallen

Discover the world of high-end brands, products, and services with the first module of our Program in Luxury Management in St.Gallen, Switzerland. Gain a comprehensive understanding of classical and modern definitions and concepts of the industry, and learn about the implications of high-end consumption as a social phenomenon. Explore the status and outlook of the high-end industry, trends, and scenarios, and discover the dynamic intercorrelations in strategic decision making.

With international best practice case studies you will sharpen your strategic decision-making skills and learn about corporate brand portfolios and positioning strategies. The program also covers market research and consumer insights to help you better understand your customers and target groups. As part of the module, participants will have the opportunity to visit various companies (e.g. luxury fashion label Akris) and exchange experiences with other luxury business managers from different sectors in the participants’ forum.

Module 2: Paris
upon request
Paris

Module 2: Paris

upon request
Paris

In this module, we explore the marketing-mix of high-end products and services, including comprehensive offering systems and single categories. We examine the lifecycles of products, incorporating pre-used and pre-owned products, and discuss the new prerequisites such as sustainability and fair trade. Additionally, we delve into multi-channel communication and managing the new public awareness, including the impact of cancel culture and #metoo in the luxury industry. You will learn how to manage social media, keep up with trends in corporate design, and strategically define and manage pricing models. We also cover distribution modes, managing omnichannel distribution and market selections, as well as business modeling, company evaluation, budgeting, controlling, and funding.

You will gain insight into the structures and processes of high-end organizations, value chains, and product management, as well as marketing management control. The module includes a case study and workshop from Firmenich, featuring brand presentations and a perfume seminar. Additionally, you will have the opportunity to visit leading high-end companies such as LVMH to gain firsthand experience and insights. Join us in Paris for an unparalleled experience in the world of luxury marketing.

Details

The Program in Luxury Management offers a range of benefits that extend beyond just professional growth, with personal development being equally emphasized.

Benefits for your personal development:

  • Elevate your knowledge of the current status and outlook of the high-end industry and luxury management, equipping you with the tools you need to successfully navigate the business environment’s increasing complexity.
  • Refine your professional and personal skill set, building a solid foundation for your career advancement in the luxury industry.
  • Boost your efficacy and efficiency through tried-and-tested tools, methodologies, and frameworks, enabling you to take on complex challenges confidently.
  • Expand your professional network and exchange experiences with other luxury business managers from various sectors, gaining valuable insights from diverse peers.

Benefits for your company:

  • Secure long-term profitability and growth for your company with sustainable strategies developed using the latest concepts, methods, and tools you acquire through the program.
  • Professionalize your teams’ work, empowering them to take on critical roles in managing the company’s luxury portfolio.
  • Apply what you learn directly to the challenges your company faces, ensuring that your company’s strategies are current, relevant, and effective in driving business success.

By completing the Program in Luxury Management, you will gain a competitive edge in luxury management, enabling you to lead your company to success in high-end markets. Join us and discover how our program can help you realize your full potential in the global luxury industry.

The Programme in Luxury Management addresses experienced managers and high-potential professionals across all sectors who work in high-end related occupations or intend to do so. It is an executive education course for professionals who have a passion for their work and would like to deepen their expertise in high-end further. There are no requirements regarding previous qualifications.

The program takes place in St. Gallen, Switzerland (module 1) and Paris (module 2). Participants profit from a world-class network of experts from theory and practice. Regional manufacturers in the high-end market will play a vital role in the program.

The Institute for Marketing and Customer Insight provides a structured approach to teaching and coaching. The Programme in Luxury Management’s methodology is based on five pillars:

  • Providing an overview of the world of luxury as a concept in business or society; indicating interrelations between various driving forces within the high-end industry; touching on multiple topics of current or future relevance for luxury executives
  • The program’s content is embedded in methods proven in business practice
  • Top-down approach: starting from the broad, global surrounding conditions of luxury to concepts and business strategies, down to implementation
  • Dialogue and interaction between lecturers and participants
  • The content focuses on practical utility and thus includes case studies and group work on participants’ challenges and experiences.

Participants will work on a transfer project between modules to ensure the practical transfer of the

Admission to the course is at the discretion of the program director. They will consider your professional background, qualifications, and completed training. An academic university-level degree or qualification is not a precondition of admission.

Our intensive courses are often fully booked well in advance; we recommend contacting us immediately. Making a reservation is the best way to secure a place with no obligation to proceed and also gives you time to make any internal organizational arrangements.

The total price for the course is CHF 9800 for 9 days of teaching (2 modules each 4 or 5 days). It includes all documentation, books, lunch and refreshments. It does not include the costs of travel, accommodation, evening meals and communal events.

Please get in touch with us for a group discount if you plan to register three or more participants from the same company.

Lecturers

Academic Directors Prof. Dr. Sven Reinecke and Dr. Frank Müller have the academic lead. They will ensure the high academic quality and practical applicability of all program content, orchestrate the flow of the lectures and workshops and ensure that state-of-the-art interactive teaching methods are applied.

Lecturers

Porträt Prof. Dr. Johanna Gollnhofer
Prof. Dr.
Johanna Gollnhofer
Director of the Institute for Marketing and Customer Insight (IMC-HSG)
Porträt Jana Gross
Prof. Dr.
Jana Gross
Professor at KEDGE Business School Bordeaux
Porträt Prof. Dr. Sven Reinecke
Prof. Dr.
Sven Reinecke
Director of the Institute for Marketing and Customer Insight (IMC-HSG)
Porträt Prof. Dr. Marcus Schögel
Prof. Dr.
Marcus Schögel
Professor at the Institute for Marketing and Customer Insight (IMC-HSG)
Porträt Günter Müller-Stewens
Prof. Dr.
Günter Müller-Stewens
Director of the Institute for Business Administration (IfB-HSG)
Porträt Felicitas Morhart
Prof. Dr.
Felicitas Morhart
Professor at HEC Lausanne
Porträt Silke Borgstedt
Dr.
Silke Borgstedt
CEO SINUS Markt- und Sozialforschung GmbH
Porträt Michaela Merk
Dr.
Michaela Merk
Global Keynote and TEDx Speaker
Porträt Payal Cerri
Payal Cerri
Founder Sarayu Consulting
Porträt Frank Michael Müller
Frank-Michael Müller
Founder Responsio GmbH
Porträt Leonie Flückinger
Leonie Flückiger
Co-Founder Adresta AG
Porträt Francois Moreau
François Moreau
Founder & CEO Reservoir Watches
Porträt Frank Müller
Dr.
Frank Müller
Founder & CEO The Brigde To Luxury TBTL
Porträt Tim Sayler
Tim Sayler
Chief Marketing Officer bei Breitling
Porträt Aurel Bacs
Aurel Bacs
Senior Consultant at Phillips / Bacs & Russo & Auctioneer
Porträt Martin Crepy
Martin Crépy
Global Head of Consumer Goods and Senior Partner at Simon Kucher & Partners
Porträt Laura Noll
Dr.
Laura Johanna Noll
Post-Doc at the Institute for Marketing and Customer Insight (IMC-HSG)
Porträt Philippe Schaus
Philippe Schaus
Chief Executive Officer at Moët Hennessy
Porträt Peter Petermann
Dr.
Peter Petermann
Head of Strategy at Wunderman Thompson
Porträt Dennis Vogt
Dr.
Dennis Vogt
Managing Partner at The Transformation Group
Porträt Markus Benz
Markus Benz
Owner Walter Knoll AG
Download Filippo Chieli
Filippo Chieli
Managing Director at IMI Corporate & Investment Banking
Porträt Klaus Ullrich
Klaus Ullrich
Global Head of HR Development Retail at Porsche
  • Porträt Prof. Dr. Johanna Gollnhofer
    Prof. Dr.
    Johanna Gollnhofer
    Director of the Institute for Marketing and Customer Insight (IMC-HSG)
  • Porträt Jana Gross
    Prof. Dr.
    Jana Gross
    Professor at KEDGE Business School Bordeaux
  • Porträt Prof. Dr. Sven Reinecke
    Prof. Dr.
    Sven Reinecke
    Director of the Institute for Marketing and Customer Insight (IMC-HSG)
  • Porträt Prof. Dr. Marcus Schögel
    Prof. Dr.
    Marcus Schögel
    Professor at the Institute for Marketing and Customer Insight (IMC-HSG)
  • Porträt Günter Müller-Stewens
    Prof. Dr.
    Günter Müller-Stewens
    Director of the Institute for Business Administration (IfB-HSG)
  • Porträt Felicitas Morhart
    Prof. Dr.
    Felicitas Morhart
    Professor at HEC Lausanne
  • Porträt Silke Borgstedt
    Dr.
    Silke Borgstedt
    CEO SINUS Markt- und Sozialforschung GmbH
  • Porträt Michaela Merk
    Dr.
    Michaela Merk
    Global Keynote and TEDx Speaker
  • Porträt Payal Cerri
    Payal Cerri
    Founder Sarayu Consulting
  • Porträt Frank Michael Müller
    Frank-Michael Müller
    Founder Responsio GmbH
  • Porträt Leonie Flückinger
    Leonie Flückiger
    Co-Founder Adresta AG
  • Porträt Francois Moreau
    François Moreau
    Founder & CEO Reservoir Watches
  • Porträt Frank Müller
    Dr.
    Frank Müller
    Founder & CEO The Brigde To Luxury TBTL
  • Porträt Tim Sayler
    Tim Sayler
    Chief Marketing Officer bei Breitling
  • Porträt Aurel Bacs
    Aurel Bacs
    Senior Consultant at Phillips / Bacs & Russo & Auctioneer
  • Porträt Martin Crepy
    Martin Crépy
    Global Head of Consumer Goods and Senior Partner at Simon Kucher & Partners
  • Porträt Laura Noll
    Dr.
    Laura Johanna Noll
    Post-Doc at the Institute for Marketing and Customer Insight (IMC-HSG)
  • Porträt Philippe Schaus
    Philippe Schaus
    Chief Executive Officer at Moët Hennessy
  • Porträt Peter Petermann
    Dr.
    Peter Petermann
    Head of Strategy at Wunderman Thompson
  • Porträt Dennis Vogt
    Dr.
    Dennis Vogt
    Managing Partner at The Transformation Group
  • Porträt Markus Benz
    Markus Benz
    Owner Walter Knoll AG
  • Download Filippo Chieli
    Filippo Chieli
    Managing Director at IMI Corporate & Investment Banking
  • Porträt Klaus Ullrich
    Klaus Ullrich
    Global Head of HR Development Retail at Porsche

Next Steps

Brochure
Porträt Frank Müller

Personal consultation

Dr. Frank Müller
Program Director

Executive Education at the IMC

Decisive for our success in executive education at the Institute for Marketing and Customer Insight (IMC) at the University of St.Gallen (HSG) are the holistic view of problems, orientation towards the reality of the markets, relevance of the content, competent lecturers, intensive interaction with the participants and new approaches for an efficient transfer of learning into practice.

The courses are modular and offer different seminars that can be booked individually. The individual seminars attended can also be credited towards a certificate (CAS) or diploma (DAS) at a later date. You will receive an officially recognised certificate from the University of St.Gallen for all further education courses attended. Our lecturers are from the University of St.Gallen and other renowned international business schools as well as personalities with proven practical experience. The HSG is known worldwide for its pioneering research and unique practical orientation.

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