MasterCard-ESSEC Luxury Brand Management Executive Program in Singapore and Shanghai

For the fifth consecutive year, MasterCard Worldwide in collaboration with the ESSEC Business School is offering the MasterCard-ESSEC Luxury Brand Management Executive Program. The program is designed to equip professionals in the luxury retail and services industry with an understanding of current branding, management and consumer trends.

Each year, the program focuses on the understanding of key challenges and changing dynamics of the luxury business as well as luxury brand development. This year, the program continues to offer insights on one of the fastest-growing markets – the affluent Chinese consumers. The MasterCard-ESSEC Luxury Brand Management Executive Program will incorporate an analysis of the luxury consumer market, the geographic distribution of China’s affluent consumers and the different regional characteristics.

“The global luxury industry has been fuelled by a wide variety of factors – thriving emerging economies, recovering travel industry and perhaps innovative brand strategies. Chinese consumers are the big spenders in overseas flagship stores of luxury brands and the domestic Chinese market is also contributing significantly to their overall growth. It is essential for key industry players in the luxury sector to be informed of these growth trends, and be equipped with insights to develop the right strategies in growing their brands,” said Michel Phan, Assistant Professor of Marketing and LVMH Chaired Professor at ESSEC Business School in Paris.

The MasterCard-ESSEC Luxury Brand Management Executive Program comprises scholarships for a four-day intensive course run by the 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 one of the world’s only luxury brand management MBA programs, 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 region.

This year once again, 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.

“The MasterCard-ESSEC Luxury Brand Management Program provides key insights into how brands can grow effectively, with recent case studies focused on the growing luxury market in China. For scholarship recipients coming from diverse backgrounds and industries such as travel, banking and fashion, this is also a platform for ideation and exchange of experience. MasterCard is committed to bringing this priceless learning opportunity to those who can make a 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, IWC, Louis Vuitton Moet Hennessy, Lufthansa, Meritus Hotels & Resorts, OCBC Bank, and Piaget.

“Overall the MasterCard-ESSEC Luxury Brand Management Executive Program was very comprehensive in its focus on the luxury world, with fruitful exchange among participants keeping the sessions lively and constructive. The insights offered by the program were particularly relevant to my field of work and useful in their applicability. Not only is this a great program for those who are looking to enter the luxury industry, but also for experienced professionals who want to gain a better, deeper understanding of the current luxury landscape,” said Thomas Bouillonnec, General Manager, South East Asia, Piaget.

Goris Verburg, General Manager, S.E. Asia, IWC, said, “The MasterCard-ESSEC Luxury Brand Management Executive Program offers a great opportunity to step out of your daily routine and think about marketing in a more strategic way. The professors at ESSEC provide a great platform to challenge traditional methods of marketing and offer thought leadership on how to build your brand. The course also offers the unique opportunity to meet some inspiring professionals from different industries you may not meet otherwise. In the realm of China’s luxury industry, the course offered great insights with an expert on the region sharing his views, along with participants from China who shared market development and marketing needs, which are required to be successful in the Chinese market.”

Alice Goh, Head, Credit Cards, Consumer Financial Services, OCBC Bank, Singapore, added, “The MasterCard-ESSEC Luxury Brand Management Executive Program was especially relevant as we’ve recently launched a premier product and the insights we gained on product positioning and brand storytelling was very useful. Another big plus was the opportunity to learn from fellow scholarship recipients who represent prominent players in the luxury industry. I would definitely recommend this program especially to my colleagues who work in premier and private banking.”

This year’s recipients who received the partial scholarships will attend the program from 27 to 30 May in Shanghai or 30 September to 3 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 1 April 2011 for Shanghai session and 29 July 2011 for the Singapore session.

See other recent news regarding: Airlines, Airports, Awards, Flights, Codeshare, FFP, Inflight, Lounges, First Class, Business Class, MICE, GDS, Rewards, Miles, Hotels, Apartments, Promotions, Spas, Yoga, Retreat, New Hotels, Traffic, Visitor Arrivals, Cruises, Free Deals, Interviews, Videos, MasterCard, MasterIndex, Shanghai, Singapore