MasterCard, together with the ESSEC Business
School, is offering the MasterCard-ESSEC Luxury Brand Management
Executive Program for the fourth year running. The program is
designed to equip professionals in the luxury retail and services
industry with an understanding of current branding, management and
consumer trends.
This year, the program focuses on the
understanding of key challenges and changing dynamics of the
luxury business as well as luxury brand development. The program
offers insights on one of the fastest-growing markets – the
affluent Chinese consumers. The course will incorporate an
analysis of the luxury consumer market, the geographic
distribution of China’s affluent consumers and the different
regional characteristics.
“The luxury industry has seen exponential growth
in emerging and yet diverse markets in Asia/Pacific such as China
with multiplication of new store openings beyond the first tier
cities. Luxury conglomerates have been and will continue to
recruit the best talents to advance growth and replicate best
global practices coupled with local knowledge to elevate their
brand experience for new consumers,” said Michel Phan, Assistant
Professor of Marketing and LVMH Chaired Professor at ESSEC
Business School in Paris. “The course will give participants an
understanding of current luxury consumption trends and allow them
to integrate this into an efficient emotional branding strategy.”
The MasterCard-ESSEC Luxury Brand Management Executive Program
comprises scholarships for a four-day intensive course run by the
prestigious ESSEC Business School. The scholarships are partially
sponsored by MasterCard Worldwide and the rest of the fees are paid for by the participants or the corporations in which they
work. The renowned French institution runs the world’s only luxury
brand management MBA program, which has become a reference point
for the global luxury industry. This unique curriculum had
previously only been taught at ESSEC’s campus in France. Through
the MasterCard-ESSEC Luxury Brand Management Executive Program,
selected modules have been made available to students in the
Asia Pacific, Middle East and Africa.
This year, recipients can
choose to attend the program in Singapore or Shanghai, the
emerging luxury capital of Asia and gateway into the Chinese
market. A total of 15 partial scholarships will be offered to each
program location.
“As the face of the brands, professionals
in the luxury sector need to stay relevant and be informed with
market changes to chart the growth of the business. The course
provides insights into the diverse markets with recent case
studies on how they can grow their brands effectively. MasterCard
is committed to bringing this priceless learning opportunity to
the privileged few who can make the difference to the luxury
industry,” said Georgette Tan, vice president, Communications,
Asia Pacific, Middle East and Africa, MasterCard Worldwide.
Recipients from past years include representatives from Chanel,
Citibank, Gucci, Hermès, Hyundai Card, Louis Vuitton Moet
Hennessy, Lufthansa, Meritus Hotels & Resorts, Starwood Hotels &
Resort and Taishin International Bank. The program’s emphasis on
Asia struck a chord with the recipients.
“The MasterCard-ESSEC
Luxury Brand Management Executive Program is a must. The
professors were thought-provoking and impactful in their delivery.
It was a great program facilitated by an outstanding faculty. This
is a must for future retail luxury leaders,” June Ngan, regional
training manager, Hermès Asia Pacific Ltd.
“The
MasterCard-ESSEC Luxury Brand Management program was a great forum
to meet like-minded luxury professionals from various industries.
The program allowed wide-ranging discussions and provided valuable
insights on how to maximize understanding and effectiveness of
branding luxury products and services. I would highly recommend,”
Nick Downing, director of operations, Ativa Hospitality.
“I
thoroughly enjoyed the four-day MasterCard-ESSEC Luxury Brand
Management Executive Program. It has given me new insights on trends and strategies in our industry. The participants shared
experiences and the discussions were relevant and interactive. I
would definitely recommend this program to my colleagues,” Pearl Ong, chief financial officer, Gucci Group Singapore & Malaysia.
This year’s recipients who received the partial scholarships will
attend the program from 7 to 10 May in Shanghai or 8 to 11 October
in Singapore. They will receive an intensive and hands-on learning
experience over four days of lectures and training. The program
will be conducted in English.
Admission to the MasterCard-ESSEC
Luxury Brand Management Program is based on a rigorous selection
process. Professionals currently employed in the luxury industry
in Asia Pacific, Middle East and Africa are invited to apply. All
applications will be reviewed by a MasterCard-ESSEC academic
panel, which will determine a select group of 30 scholars in
total. Course graduates will be awarded internationally-recognized
certificates by ESSEC Business School.
The deadline for
application is March 31 for Shanghai session and July 30 for
Singapore session.
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