INDUSTRY SPECIFIC CERTIFICATE PROGRAM EXECUTIVE CERTIFICATE LUXURY CREDITS Paris (France) Will tomorrow’s luxury be the same as yesterday’s? In a future driven by new technologies, new generations and new business models, luxury Shanghai cannot remain the same. Yet it must continue to be luxury and clearly (China) differentiate itself from premium brands. The combination of expert world-class faculty and the significant number of CEOs from luxury organizations among its alumni, enables HEC Paris Executive Education to offer an exclusive program in luxury management. OBJECTIVES • Delve into the culture of luxury in order to grasp the essence of its specific management • Develop the operational skills to create and sustain luxury brands worldwide, in an omni-channel environment • Envision the future ofluxury brands in a high-tech digital world, meeting the new demands of millennials and emerging countries. • Learn from luxury:How can any sector learn from luxury and adopt a luxury strategy PROGRAM CPF eligible program Credits gained on successful completion Session 1 The luxury strategy: break the rules of marketing to build luxury of this program can be used towards brands (Paris, France) the HEC Paris Executive MBA. • Delineating the concept of luxury: a multicultural, global approach Code CPF: 23 98 09 - Competency set #4from the RNCP: 21 568 • What is a “luxury strategy”? How is it different from a “premium strategy” or from a “fashion strategy”? • How luxury marketing is specific: the 24 anti-laws of marketing • How should luxury adapt to new technology, post-digital craftsmanship, exerientiality, Big Data and ethical and sustainp able values? Session 2 The specific nature of the Chinese luxury market (Shanghai, China) • Discovering how the most connected market in the world differs from other markets (culture, motivaons,ti digiatl and media.) Academic Director • Exploring the retail challenge in China; how to integrate on and Jean-Noël Kapferer offline; HR issues at retail level; increasing retail performance; Emeritus Professor, HEC Paris focus on travel retail • Focus on a variety of sectors: personal luxury, skin care, hospitality, Duration automobile… Two one-week sessions • Building thebrandinChina, influencing key opinion leaders, • Each session has a five-day schedule the arts scene • In 2020, the sessions will be run • Discovering China’s own luxury brands in June and October. LUXURY BUSINESS PROJECT Tuition fees* Addressing a strategic issue throughout the program enables participants to € 17,350 build on their own experience and draw on the expertise in their professional networks. They work closely with faculty for academic input and capitalize on Contact the know-how of the many industry experts present in the program. For more information emba@hec.fr PARTICIPANT PROFILE Executives and senior managers who already manage luxury or high-end brands in any sector, or who plan to actively do so in the future. * Net price, HEC Paris is not subject to VAT. Prices, dates, faculty and program content are subject to change. For the latest updates go to: www.hec.edu 64 HEC PARIS EXECUTIVE EDUCATION - WWW.HEC.EDU