Explore the Enchanting World of Luxury! Do you want to know what Luxury Goods Management is really about? Why certain brands stand out, and why they convey that certain something that makes them so desirable? By enrolling in this course, you will immerse yourself into the mechanics of "Luxury Goods Management%E2%80%9D %E2%80" and all that in beautiful Switzerland, home to many luxury brands. The term %E2%80%98luxury%E2%80%99 may mean different things to different people. On a global scale, however, luxury products and services have always been renowned for their superior quality, design, and artistry. They reflect exclusivity and a luxurious lifestyle. Luxury brands represent the best of their kind, be it exceptional perfumes, fast cars, haute couture, or that special piece of fine jewelry. This short but intensive course of study focuses on vital aspects of luxury brand management. and encompasses theoretical concepts and their practical application. We have teamed up with several industry partners to ensure that participants benefit from a complete learning experience. Topics include international marketing strategies, brand positioning, product design, communications, and consumer behavior. Great Benefits at Every Level!Take advantage of this exciting opportunity to study at one of Switzerland%E2%80%99s leading business schools, while getting to know our culture and our people. You will be able to connect and socialize with students from around the world, interact with Business leaders during company visits, and discover the natural beauty of Switzerland. Company visits, field trips, and an attractive range of extracurricular activities will make your stay a unique experience. During our special %E2%80%9CSwiss Days%E2%80%9D, you will have a chance to experience up close how Tradition and innovation go hand in hand in Switzerland. Join us and be a part of yet another fantastic Summer Academy. We look forward to welcoming you to beautiful Switzerland.

Course leader
Prof. Dr. Cary SteinmannCary Steinmann is an expert in marketing communication and brand management. He studied economics and business administration at the University of Bern and received his PhD in marketing from the University of Fribourg in 1987. He

Course aim
As a participant in this program, you will:get an insight into the luxury and premium goods industry (definition, history) and essential business areasgrasp the principles of successful international marketing strategies and understand the buying behavior and expectations of luxury goods customersget to know the different luxury consumer markets and their most important features and stakeholderslearn about the significance of luxury for culture, society, and the economyexamine recent developments in the luxury marketFormal learning is supported by field trips to leading Swiss luxury companies operating in different sectors. List of visits during our last Summer Academy in 2014:Pedrazzini Boats Roger DubuisHublotSwiss International Air Lines Caran d'AcheConfiserie Sprngli Les AmbassadeursGbelin Gem LabHotel Widder in ZurichLavinie (lecture at our school)

Credits info
6 ECTS After successful completion of the program, you will receive 6 ECTS credits and a certificate of attendance from the ZHAW School of Management and Law.

Fee info
CHF 2500: The program costs CHF 2,500 (includes course material, company visits, and welcome/farewell events). A 10% price reduction is available to students from partner institutions. Contact the International Office at your University to get the discount code for partner institutions. Accommodation is not included in the Price. The Summer Academy team will provide you with a list of attractive accommodation options near the campus.



ZHAW Zurich University of Applied Sciences
Address: School of Management and Law, Stadthausstrasse 14
Postal code: 8401 Winterthur
City: Zurich - Winterthur
Country: Switzerland
Website: http://sml.zhaw.ch/summeracademy
E-mail: summeracademy.sml@zhaw.ch
Phone: +41 58 934 46 14