cas certificate of advanced studies luxury management and ... · cas certificate of advanced...
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From Quality to Luxury.Crossing Borders.
CAS Certificate of Advanced Studies Luxury Management and Marketing
The Program
PROGRAM BENEFITS
Learn from academic and industry experts. The curriculum
of the CAS in Luxury Management and Marketing focuses
on theoretical concepts and their practical application. We
have teamed up with several industry partners to ensure
that participants benefit from a complete learning
experience.
As a participant in this program, you will
– become familiar with the premium and luxury goods
sector, and comprehend similarities and discrepancies
between premium and luxury goods
– grasp the principles of successful international
marketing strategies and understand the buying
behavior and expectations of luxury goods customers
– get to know the different luxury consumer markets
and their most important features and stakeholders
– learn about the significance of luxury for culture,
society, and the economy
– examine recent developments in the luxury market
– directly apply acquired specialist knowledge in
completing the program’s assignments
TARGET AUDIENCE
Whether you are already working with luxury or premium
goods, planning to pursue a career in this industry in the
future, or if you are working for an agency / consultancy that
has clients in this field, the extra-occupational Certificate of
Advanced Studies in Luxury Management and Marketing
will help you to immerse yourself into the mechanics of
successful luxury management, and provide you with a
recognized academic qualification.
Luxury. A term so simple yet so complex in its
associations. Have you ever wondered what luxury
and, most notably, what successful luxury mana-
gement really entail? If so, you are one step closer
to finding the answers – and an ideal candidate
for the Certificate of Advanced Studies in Luxury
Management and Marketing.
PURPOSE
As the world develops and competition grows, luxury
brands need to evolve and do more than ever to stand out
from the crowd. In order to be successful when applying
for a position in the luxury sector, applicants must therefore
not only have broad general knowledge, industry-specific
expertise, and business management proficiency, but also
the right set of soft skills. Luxury managers have to under-
stand the symbolic value of luxury products and services,
which must go hand in hand with practical know-how,
creativity, and the ability to learn something new every day.
The CAS in Luxury Management and Marketing is an extra-
occupational program designed to equip participants with
profound theoretical knowledge combined with practical
in-depth insights into the premium & luxury goods industry.
The program covers vital aspects of luxury management
and marketing and imparts the essential industry-specific
knowledge needed to develop and implement successful
luxury strategies.
The CAS in Luxury Management and Marketing
consists of two modules. The entire course is worth
12 ECTS credits, i.e. 6 ECTS for each module.
Structure and Content
Designer Marc Jacobs about luxury:
“I think there is something about luxury – it’s not some-thing people need, but it’s what they want. It really pulls at their heart.”
APPROACH
A range of different teaching techniques is employed to
suit different learning styles:
– Lectures by SML faculty members, study trips, and
presentations by external instructors and industry
experts
– Individual and group projects
– Self-study, literature review, and discussions
Course requirements include an individual written assign-
ment for Module 1 and a group project with a presentation
for Module 2. The 2015 group project will put participants’
knowledge to the test in a real-life case study conducted in
collaboration with our industry partner Lavinie Switzerland,
an exclusive cosmetics brand.
LEARNING ENVIRONMENT
The curriculum of the CAS in Luxury Management and
Marketing is taught by faculty members of the ZHAW
School of Management and Law, all of whom are highly
qualified and experienced lecturers. They are joined by
external experts as well as by managers from premium and
luxury goods companies who share their practical know-
ledge, thus allowing participants to gain useful insights into
the reality of managing and marketing premium and luxury
products and services. Please visit www.dib.zhaw.ch/
casluxury for the full list of faculty members, guest spea-
kers, and industry partners.
Participants will also join an intensive study trip to Paris
and learn more about the French luxury market. Our
academic partner is EAC, the renowned Business School
of Arts, Culture & Luxury in Paris.
MODULE 1: Strategies in the Luxury Goods Market: Fundamentals (6 ECTS)
MODULE 2: Strategies in the Luxury Goods Market: Extension and Trends (6 ECTS)
MODULES
– Post-Modern Marketing & Power Brands– International Marketing– The Luxury Environment – Definition, History,
Key Sectors & Players, Cultural Aspects– Cross-Cultural Negotiations– The Legal Framework of Luxury– Luxury Product & Design Management
– Luxury Brand Management & Communication– Service Management, CRM– Luxury Retail & the Role of E-Commerce– Emerging Markets– Luxury Trends & Challenges
ADMISSION REQUIREMENTS
This program is designed for graduates from universities
of applied sciences and other universities. Professionals
who do not have a university degree but have extensive
experience in the field and a relevant continuing education
qualification from a college of professional education and
training ( höhere Fachschule ), or those who have passed
a federal professional education and training examination
( höhere Fachprüfungen zum eidg. Fachausweis / Diplom )
are eligible to apply. Participants are required to have an
excellent command of English. The program management
will make the final decision regarding the admission of a
candidate.
International participants: Where applicable, you must be
in possession of a valid visa for Switzerland and France.
REGISTRATION
To register, visit us at www.dib.zhaw.ch/casluxury
PROGRAM START AND TIMETABLE
Program Start: On request
Timetable:
For details on dates, please go to the program website at
www.dib.zhaw.ch/casluxury
LENGTH OF PROGRAM AND WORKLOAD
This 12 ECTS program is taught in 9 blocks with a total
workload of 300 hours ( incl. individual self-study ).
TIMETABLE
Fridays 8.00 – 11.35 am and 12.50 – 5.35 pm
Saturday mornings 8.00 – 11.35 am
There are exceptions to the timetable such as the study
trip to Paris. A detailed timetable is available online.
Organization
LOCATION
Classes generally take place on the campus of the ZHAW
School of Management and Law in Winterthur, which is
located within easy walking distance from the Winterthur
railway station. Exceptions will be announced in the time-
table.
LANGUAGE
The language of instruction is English. All course materials
are available in English only.
DEGREE
Upon successful completion of the program, participants
will be awarded a Certificate of Advanced Studies in
Luxury Management and Marketing from the ZHAW
School of Management and Law.
PROGRAM FEE
CHF 11,200. This includes all course materials and the
study trip to Paris ( accommodation, travel from Winter-
thur to Paris and back ). Travel expenses within Switzer-
land are not included. Participants need to pay the fee
before they start the program.
There is a CHF 200 non-refundable enrollment fee, which
will be credited towards the program fee.
PARTICIPANTS
The number of participants is limited to 18. Applications
are processed in the order in which they are received. If
there is an insufficient number of applications, the program
management reserves the right to cancel the program.
CANCELLATION
Participation in this program is subject to the school’s
general terms of admission and participation for programs
of continuing education, which also regulate the payment
terms and cancellation policy.
HEAD OF PROGRAM
Prof. Cary Steinmann, PhD
Professor of Marketing
Phone +41 58 934 79 90
PROGRAM MANAGER
Christina Looser, MSc
Phone +41 58 934 45 98
REGISTRATION AND ADMINISTRATION
Continuing Education Office
ZHAW School of Management and Law
St.-Georgen-Platz 2
P.O. Box
8401 Winterthur
Switzerland
Phone +41 58 934 79 79
INDUSTRY PARTNERS*
Here is a selection of industry partners that were invol-
ved in our successful Summer Academies ( 2013 / 2014 ),
as well as possible industry partners for the upcoming
CAS program.
– IWC Schaffhausen
– Hublot
– Roger Dubuis
– Les Ambassadeurs
– Gübelin Gem Lab
– Bucherer
– Confiserie Sprüngli
– Bösch Boats
– Pedrazzini Boats
– Widder Hotel
– Park Hyatt Zurich
– Swiss International Air Lines
– Coty Prestige
– Estée Lauder (Clinique)
– Lavinie
– Caran d’Ache
– Mytheresa.com
– Chanel (in Paris through EAC)
*CAS industry partners are subject to availability and may be sub-ject to change. For a complete and current list of our industry part-ners, please consult our website: www.dib.zhaw.ch/casluxury
Contact
Designer Jil Sander about luxury:
“I am convinced that there can be luxury in simplicity.”
Zurich University of Applied Sciences
School of Management and LawSt.-Georgen-Platz 2P.O. Box8401 WinterthurSwitzerland
www.sml.zhaw.ch
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