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Luxury Summer School
University of St. Gallen

Luxury Summer School

University of St. Gallen, St. Gallen
4 daysDuration
in-personFormat
EnglishLanguage
MarketingTopic

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No upcoming dates are listed right now. Register your interest and University of St. Gallen will let you know when the next cohort opens.

About This Program

The University of St. Gallen's Luxury Summer School is an intensive, practice-oriented executive program for leaders who shape the desirability and performance of high-end brands. Over four focused days, you will gain a clear overview of the current state and future direction of the luxury industry - from shifting consumer behaviour and cultural drivers to omnichannel retail, data-driven segmentation, ESG, innovation, and the crucial roles of branding and product strategies. Guided by Program Director Dr. Frank Müller, the course blends conceptual foundations with advanced, luxury-specific practice - going far beyond "normal" marketing. Using case studies from watches & jewellery, fashion & leather goods, beauty, hospitality, mobility and design, you will stress-test the positioning, portfolio and pricing strategies, and translate the distinctive codes of luxury into consistent brand experiences across physical and digital touchpoints. The learning design combines expert inputs, executive debates and hands-on workshops with peer clinics on participants' live challenges. A small number of attendees ensures in-depth exchange and high-quality feedback, supported by new tools in luxury management and relevant research insights with case studies, a manufactory visit and workshops to turn insight into action.

Why University of St. Gallen?

HSG's executive programs are built around a single architectural idea: context-integrated learning, where economics, law, social sciences, and management are taught as a unified system rather than separate disciplines. That interdisciplinary structure, embedded in the school since its founding, produces graduates who reason across functions in a way that single-discipline business schools rarely match. For senior professionals who need to think across organizational silos, that is a concrete structural advantage.

Your Profile

  • Middle management in marketing and PR, sales, CRM, customer experience, product management or product development preparing the next professional move.
  • Entrepreneurs and self-employed professionals in advertising, PR, social media, or design agencies working with luxury clients.
  • Career changers with solid business experience moving into the luxury sector or adjacent categories.
  • Brand/Marketing Directors, Heads of Retail/Omnichannel, E-commerce & CRM Leads, and General Managers in luxury and prestige sectors.

Benefits

  • Evaluate the current state and future prospects of the luxury market and determine where your brand should focus next.
  • Develop a cohesive luxury growth strategy that boosts demand while safeguarding brand equity.
  • Elevate segmentation and customer experience across boutique, e-commerce and omnichannel journeys.
  • Translate sustainability and responsibility into credible differentiation and long-term brand value.
  • Convert choices into an execution-ready go-to-market roadmap with clear KPIs and governance.

What You'll Learn

  • Day 1 - Foundations & Industry Compass: Shared language for high-end/luxury concepts, industry and market status & outlook, consumer shifts; align on strategy logic and the codes that set luxury apart.
  • Day 2 - Luxury Management & Pricing Power: Core levers of luxury brand management; value creation and price management; omnichannel/multi-channel distribution; case-based workshop.
  • Day 3 - Target grouping & Craftsmanship in Action: Advanced clienteling and CX standards; watches and other categories, start-up case; manufactory visits at leading Swiss maisons; peer exchange in the Participant's workshop.
  • Day 4 - Growth Levers & Accountability: Social media in luxury, innovation (incl. AI), marketing metrics & controlling, brand and category portfolio steering; brand experiences; final Q&A, recap & next steps.

Frequently Asked Questions

How to Apply

  1. 1

    Check your eligibility

    Review the entry requirements listed on this page. Most executive programs require 8–15 years of professional experience.

  2. 2

    Compare programs

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  3. 3

    Contact the school

    Send a message directly to University of St. Gallen via Gradia to request a brochure or speak with an admissions advisor.

  4. 4

    Prepare your application

    Gather your CV, reference letters, and any required test scores. Many EMBA programs waive standardised tests for senior candidates.

  5. 5

    Submit your application

    Apply directly through University of St. Gallen's official application portal.

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