AUS opens professorship for luxury brand managers
Chalhoub Group to offer ‘real-world contexts’ of the branding process
UAE The American University of Sharjah – AUS – has joined forces with Chalhoub Group to launch the region’s first Luxury Brand Management Professorship.
The course offers a theoretical and practical understanding of product development, pricing, distribution and communication. Topics range from fashion, jewellery and cosmetics, to cars, hotels and real estate.
Senior executives from Chalhoub Group will act as advisors to develop and update the course structure and content, so that it reflects the new developments in luxury brand management. “Our partnership with the AUS is in line with our guiding principles to empower the youth of the Arab world, specifically, GCC nationals, by supporting academic institutes in the Middle East region,” says Patrick Chalhoub, CEO of Chalhoub Group.
Dr Nada Mourtada-Sabbah, vice-chancellor of development and alumni affairs at AUS, adds that the professorship allows students to relate to the real-world contexts of the branding process.
Dr Nicholas Ashill, of the AUS School of Business and Management, will run the course, which is based on the best practise curriculum, from HEC Paris and the University of Bocconi, Milan.
Educators: Patrick Chalhoub (seated, third right) supports luxury marketing course