EHL Campus (Singapore)

Why Take This Course?

You should take this course if you want to:

  • Develop and implement innovative, strategic solutions for luxury branding.
  • Design marketing and communication strategies for luxury brands.
  • Apply luxury brand management concepts to the luxury hospitality business.

Course Content

The course will focus on presenting, illustrating and discussing the specific rules of luxury brand management. 

Your class activities will include presentations from the professor and from guest speakers, case studies, workshops and participants groups’ presentations.

In order to apply the concepts covered in class to a real case in the luxury industry, you will analyze in groups a luxury brand of your choice.

Each session will develop a specific aspect of designing concepts for hotels and Food & Beverage businesses:


1. Fundamentals

What is luxury?

2. Strategy

Facets of Luxury Today
Luxury branding authentiticy

3. People

Luxury Consumers Motives and Behaviors

4. Brand

Developing Luxury Brand Equity

5. Communication

Communication in Luxury

6. Trends

Brand Authenticity and New Trends in Luxury Hospitality

Key Facts



Online intro: 07 November 2022
3 days onsite full-time
18 - 20 November 2022



EHL Campus (Singapore)
3 Lady Hill Road, Singapore 258672



SGD 2,400
Special launch price for Singaporeans and Singapore residents: SGD 1,950


Credential Delivered

EHL Certificate of Achievement


Course Language



Mode of Training

Blended: online & full-time, onsite
-Online introduction + pre-work
-3 days onsite full-time

Learning Objectives

On completion of this course, participants will be able to:

  • Identify the key facets of a luxury brand strategy and differentiate a luxury strategy from a fashion or premium strategy.
  • Analyze luxury branding initiatives and luxury communication campaigns.
  • Develop innovative solutions to implement luxury brand strategies in terms of product, price, distribution and communication.

What Makes This Course Special?


Insightful exposure to real luxury business practices


Opportunities to network with other participants and guest speakers


Variety of learning formats, including team work, workshops and discussion with industry experts


Course offered by EHL, ranked #1 in 2022 QS World University ranking for Hospitality & Leisure Management Universities


All course material accessible through an online Learning Management System

Course Instructor

Who Should Attend?

This course is particularly designed for you if you are a young supervisor or manager with a minimum 2-3 years of professional experience:
  • in the luxury industry (e.g. luxury watches, luxury cars, luxury hospitality, luxury services, etc.);
  • in a related industry and a strong willingness to work in the luxury industry.

Minimum Qualification Required to Enroll

  • At least 2 years relevant professional experience
  • Bachelor degree (alternatively, more than 5 years professional experience in a hospitality management position)
  • English proficiency equivalent to C1 for non-natives

Apply Online

EHL Campus (Singapore) will review your submitted application to ensure your qualifications are met before confirming enrollment. If needed our Admissions team will organize a short phone interview with you.

Foreign students will not need a Student Pass to attend the short course. A short term visit pass will be sufficient for countries eligible for visa on arrival. Students from other countries will need to apply for a visa beforehand. If temporary travel restrictions are in place at the time of the course,  students will be able to postpone their participation to a later date. 

Not ready to enroll?

Make sure to complete the form to receive our Short Courses information and be informed of later course dates.

Download the Flyer

Fill in the form and get all details about the Luxury Brand Management Short Course.

Frequently Asked Questions

Price: SGD 2’400

The price includes the tuition fee, access to learning material, reference book, lunches and coffee breaks, one orientation evening, transportation in the morning and evening from-to the nearest MRT station, front office support for the duration of the course.

The short course fees will be secured by a Fee Protection Scheme.

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

Special Launch Price for Singaporeans and Singapore residents: SGD 1,950.

The course fees, payment schedule and refund policy are detailed in the Student Contract. We remind students that their fees are secured through a Fee Protection Scheme. No tuition fees will be charged before the 7 days cooling period.

Download the Student Contract

  • lunch
  • morning and afternoon coffee breaks
  • transportation in the morning and evening from-to the nearest MRT station
  • front office support


  • Online introduction + pre-work
  • 3 days onsite full-time
  • Online final assessment


  • 8h-12pm: morning session
  • 12pm-1pm: lunch (provided)
  • 1pm-5pm: afternoon session
Usually participants use the end of afternoon to read course material and work in groups.

Blended: online & full-time, onsite
-Online introduction + pre-work
-3 days onsite full-time


Total course hours: 67.5  hours
  • Contact hours: 26 hours (2 online, 24 face-to-face)
  • Out-of-class student effort: 41.5 hours (pre-work, readings, final assessment)


Participants will be assessed on in-class presentations, and on an individual assignment.