Where Innovation Meets Excellence

The Luxury Management Program represents a pioneering initiative in Portugal, addressing the needs of all those who aim to incorporate greater value into the brands and projects they lead, across the various sectors in which they operate.

The Program offers a comprehensive vision of the luxury universe, reflecting on its challenges, the essence of its foundations, the idiosyncrasy of its consumers’ behavior, and the particularities of its management - whether in terms of the creative and innovation process, communication, pricing, distribution, and retail, among others. A management approach that is as complex as it is fascinating.

It also proposes the study of the main sectors that make up the heterogeneous luxury market, revealing their strategies, illustrated and enriched with case studies or best practices presented by qualified and renowned market professionals. This year, the program will also include an international trip to Milan, organized in partnership with Bocconi University, home to one of the most prestigious Luxury Management programs worldwide.

In addition to the editions held at CATÓLICA-LISBON, the program also has an edition scheduled for the city of Porto.

This program is intended for:

• Executives and entrepreneurs working in the luxury market who wish to update their knowledge and innovate in their businesses.

• Professionals who aim to work in the sector or acquire skills that add value to the brands and services they manage.

What makes this program transformational:

• In-depth understanding of the emotional dimension and economic impact of luxury.

• Integrated view of the ecosystem, challenges, and future trends.

• Mastery of specific marketing tools for luxury brands.

• Knowledge of the main sectors and their management particularities.

Curriculum Plan of the Program

Module I - Understand Luxury

Module 1.1 | Concept, Foundations, Attributes

Module 1.2 | Specificities of Luxury Management

Module 1.3 | Creativity and Innovation

Module II - Business, Market, Players

Module 2.1 | Global Market

Module 2.2 | Affluent Customer Profile

Module 2.3 | Creating and Managing a Luxury Brand

Module III - Marketing the Dream. A Differentiated Management Approach

Module 3.1 | Communication

Module 3.2 | Digital Environment

Module 3.3 | Pricing

Module 3.4 | Retail Distribution

Module 3.5 | Customer Service and Experience

Immersive Study 21st edition | Customer Service and Experience

12 hours dedicated to an essential theme of luxury that cuts across the retail, real estate, tourism (hospitality, gastronomy, travel), and all businesses where excellent service is fundamental (medical clinics, wellness and aesthetic clinics, architecture and decoration studios, public service, protocol, among others).