Strategic Marketing and Branding

Summer Program

Participants of this Summer Program will leave equipped with the strategic agility to deliver tangible marketing results, supported by practical skills and innovative strategies for leadership roles in strategic marketing and branding.

When?

On-Campus: June 16 - 27 - Summer 2025

Applications are CLOSED for Summer 2025.

Pre-register for 2026

Why this Summer Program ?

The Strategic Marketing & Branding Summer Program offers a unique opportunity to stay ahead in a rapidly evolving field. It is designed to provide you with cutting-edge skills in market segmentation, competitive analysis, and brand management, all while emphasizing sustainability and digital-first strategies. By participating, you'll gain the strategic agility and practical expertise needed to lead and innovate in today's dynamic marketing landscape, making you an invaluable asset to any organization.

The program will be based on a combination of class lectures and discussions, workshops, applications to real life examples and group projects. Participants will leave equipped with strategic agility to deliver tangible marketing results, supported by practical skills and innovative strategies for leadership roles in strategic marketing and branding.

Created and taught by leading professors and experts in luxury business
Exposure to leading guest speakers
Real-life case studies from the luxury industry
Accessible to students of all backgrounds with an interest in luxury
Opportunity to collaborate with international peers through group work
Final group presentation

Overview

Strategic marketing and branding today are evolving rapidly, driven by powerful shifts toward sustainability, digital transformation, community engagement, and deeper consumer insights. This program provides a comprehensive understanding of these contemporary trends and equips students with essential skills to navigate and lead in this dynamic landscape.

Students will explore strategic marketing methodologies, including market and competitive intelligence, positioning and marketing planning. Branding modules will delve into building powerful master brands, refining brand narratives, managing brand hierarchies, and creating meaningful brand equity. The course also emphasizes digital-first strategies, experiential branding, and purpose-driven, sustainable branding practices.

Content Overview:

Strategic Marketing and Marketing Planning
Brand Hierarchies and Brand Roles
Building and managing Brand Equity
Digital Branding
Brand Purpose and Sustainable Branding
Sustainable Strategic marketing in B2C, B2B and B2G

Learning Objectives

Upon successful completion of the summer program, participants will be able to:

Segment markets effectively and precisely target consumer groups.
Conduct thorough benchmarking and competitive analyses.
Identify clear differentiation axes and leverage them to develop impactful market positioning.
Build compelling value propositions and design targeted marketing activations.
Build, manage, and sustain strong brands over time.
Bolster brand equity through specialized digital and sustainability-driven marketing activities.

Assessment

All participants are expected to be in class, come with questions and participate in group discussions.

Participants will work throughout the program on a team project. This provides the opportunity to apply the learnings from the classroom to a real-life product or service idea. All projects are presented for peer review at the end of the program.

Grading will be determined according to the following factors: