AUS opens pro­fes­sor­ship for lux­ury brand man­agers

Chal­houb Group to of­fer ‘real-world con­texts’ of the brand­ing process

Gulf Marketing Review - - BACK STORY -

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

Newspapers in English

Newspapers from Bahrain

© PressReader. All rights reserved.