Luxury Marketing & Experiences Program: Cohort 1

This course is designed for professionals seeking to elevate their understanding of luxury branding and experiential marketing in today’s evolving landscape. Whether you’re in hospitality, lifestyle, retail, or premium goods, the ability to create authentic, high-touch experiences is critical to attracting and retaining discerning customers. By focusing on premium cigars—a symbol of luxury with rich storytelling potential—this course offers a distinctive entry point into the strategies and nuances that drive consumer desire, brand loyalty, and cross-industry partnerships. Participants will gain actionable insights and connections to help them position their own brand or business within the world of luxury.

Why take it?

To gain a competitive edge in the luxury space, learn from the leaders shaping it, and walk away with the knowledge and inspiration to craft elevated, unforgettable experiences for your audience.

This essential course is delivered in person at the Florida International University Biscayne Bay Campus, home of the Chaplin School of Hospitality & Tourism Management. Set in a dynamic and collaborative environment, the program emphasizes peer learning, real-world hospitality case studies, and interactive skill-building exercises.

• Identify and analyze key luxury marketing practices in both U.S. and global markets.
• Evaluate the role of trust-based relationships in driving strategic collaborations and enhancing brand equity.
• Compare and contrast marketing approaches to effectively elevate luxury brand positioning.
• Apply planning and analytical tools to develop strategic marketing initiatives tailored to the luxury sector.
• Distinguish between career opportunities across hospitality segments—including restaurants, hotels, and event firms—within the context of luxury experiences.
• Design an integrated product marketing and communications plan aligned with luxury brand standards.
• Utilize tradeshows and curated events as strategic platforms to promote and differentiate luxury products and brands.

Target Audience:

Mid- to senior-level professionals in the hospitality, lifestyle, and luxury goods industries who are responsible for branding, marketing, guest experience, or business development. This includes:

• Hospitality executives in luxury hotels, boutique resorts, and high-end restaurants seeking to refine or expand their brand’s luxury positioning.
• Marketing and brand managers in luxury lifestyle sectors (e.g., premium cigars, wine & spirits, fine foods, fashion, or wellness) aiming to deepen their understanding of experiential marketing and cross-industry collaboration.
• Entrepreneurs and business owners operating in the luxury segment looking to develop or reposition their brand strategy.
• Event and experience designers who work with high-net-worth clientele and want to better align their offerings with luxury expectations.
• Retail buyers and sales leaders for luxury or specialty retail who want to understand how to leverage marketing and partnerships to elevate customer experience.
• Aspiring professionals and career changers looking to break into the luxury segment with a stronger foundation in marketing and branding strategy.
• Students or alumni of hospitality and business schools seeking continued executive education focused on premium segments.