Leadership in Luxury

  • Dates: 22, May 2024 - 24, May 2024
  • Location: One&Only One Za'abeel, Dubai, UAE
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Course Objectives

Course Objectives
Luxury Proficiency
Master best practices, trends and insights from the most successful global luxury companies.

Luxury Mindset
Develop the craft of building luxury brands through design-thinking and soft-skills.

Tech-Driven Insights
Business models and trends that are rapidly changing the luxury landscape from AI to sustainability.

Targeted Attendees

Limited and carefully selected participants.

This intensive program is tailored towards professionals who are passionate about a career in the ever-changing and challenging luxury industry.


What wlll you gain from attending the program

Upskill your certification in luxury
Participants will receive a careerchanging educational certificate from SDA Bocconi to help distinguish yourself from others as a leader in luxury.

Crafting Luxury Brands and Heritage
Learn the art of shaping and building a luxury brand and culture that meets the high standards of the industry.

Value Creation and Exclusivity
Master the skill of exclusivity while building brand longevity and efficiency at every life-stage of your business.

Buying, Merchandising and Clienteling
Acquire a deep understanding of the dayto-day requirements of running a successful brand for all stakeholders.

Leading Sustainable Transformation
Rise to the challenges of the everevolving transformations in technology and customer sentiment.

How will you achieve these objectives

Carefully crafted by SDA Bocconi in collaboration with Shocase, this module will take a holistic training approach. The two organizations have incorporated the use of models, tools, and real-world examples into the curriculum seamlessly. The course model will allow for individual and group exercises that will assist participants in conveying how theory can be applied to practical insight.

Meet the Professors

Meet the Professors


Professor Gabriella Lojacono

EMiLUX Director, SDA Professor of International Strategy and Luxury Management

Gabriella Lojacono, Associate Professor at the Department of Management and Technology and Director of the Made in Italy Vertical, B4I, is a distinguished researcher at the Gucci Lab, Universita Bocconi. Formerly Faculty Deputy of the strategy and entrepreneurship Knowledge group from January 2017 to December 2020, she currently serves as the Director of the Executive Master Emilux since 2016. Specializing in executive education, she has led programs with industry leaders in apparel, leather goods, design jewelry, hospitality F&B, automotive, eyewear, and cosmetics. Her research delves into the international growth of Made in Italy industries, luxury strategy, and business models.

Professor Gabriella is a prolific author with works featured in renowned publications such as Economia & Management, Sloan Management Review, Long Range Planning, and International Business Review. Holding a degree in Business Administration and a Ph.D. in Economics and management from Universita Bocconi, she also completed the International Teachers Programme organized by ISBM at HEC in Paris during her Visiting Scholar stint at Copenhagen Business School.


Professor Paola Cillo

Associate Dean for Research, Director of the Concentration in Luxury Business Management

Paola Cillo has a PhD in Business Economics and Management, is an Associate Professor at Bocconi University and Associate Dean for Research at SDA Bocconi School of Management and Director of the Concentration in Luxury Business Management of the Full Time MBA Program. Her teaching is focused on creativity and new product development, as well as on the use of big data for innovation and marketing decisions.

Professor Cillo’s research focus regards the dynamics of innovation in creative industries, financial markets’ reaction to innovation, and big data and innovation. She has published several national and international books and articles in leading international journals, such as Journal of Marketing, Strategic Management Journal, Research Policy, Journal of Product Innovation Management, International Journal of Human Resource Management, and European Management Journal, among the others

Course Outline

Course Objectives


Day 1
  • What is luxury and what it is not:
    • Exclusivity
    • Pricing strategies
    • Personalization
    • Tradition vs. Innovation
  • Trading up and trading down: the realm of collaborations.
  • Expanding into new categories: cosmetics, jewellery, eyewear, licensing or organic growth?
  • Discovering new opportunities to be in touch with clients: from personal luxury goods to hospitality.
  • Becoming a cultural actor: the interplay between luxury and arts.
Day 2
  • Retail, wholesale, online, offline and omnichannel.
  • Licenses: pros & cons and the magic of pop-up stores.
  • Localizations strategies of luxury brands across countries.
  • Merchandising and Buying
  • Customer Experience and Client
  • Relationship Management (CRM)
Day 3
  • Digital transformation in the luxury industry.
  • The power of AI:
    • AI, customers and CRM
    • Customer Experience 3.0
  • Blockchains & NFTs
  • Gaming and Gamification in Luxury
  • Augmented Reality and Virtual Reality

About SDA Bocconi School of Management


About SDA Bocconi School of Management

SDA Bocconi School of Management is a prestigious business school with a rich history. Founded in 1971, it serves as the graduate business school of Bocconi University. Located in Milan, Italy, SDA Bocconi offers a wide range of programs in management, finance, and society.

Program Philosophy

SDA Bocconi’s approach to tailored training stems from its motto: “Designed for your world”. In designing this program, we place rapid, flexible and creative interaction with participants at the center to ensure knowledge building and sharing through the entrepreneurial spirit of our faculty.

The knowledge we bring to our programs ensures that individuals and organizations can enhance their managerial culture, make their resources more efficient and unleash everyone’s full potential.

Our approach involves both the investigation of robust role models and the testing of best practices of day-today business management: Our goal is to instill in participants the skills, knowledge and tools they can use in their working day, enabling them to rise to the challenges of an ever-changing marketplace.


Triple Crown Holder

SDA Bocconi is one of the few Business Schools in the world to have received all
three of these prestigious accreditations, which are awarded by some of the most important international organizations.

International Rankings

#3 Worldwide, Global MBA Rankings 2024, Financial Times
#1 European B-Schools Ranking 2023, Bloomberg Businessweek
#9 Worldwide, Custom Education Rankings 2023, Financial Times

Course Pricing

Early Bird Price

Book and pay by April 07 2024
USD 3000

Standard Price

After April 07 2024
USD 3500

Download the Brochure

To learn more and view the course outline fill the form below to download the brochure.

Register Here


  • Early Bird Pricing
    Book and pay before 11, April 2024
    $3,000.00excl VAT tax 5%
  • Standard Price
    $3,500.00excl VAT tax 5%
  • Start Date
    22, May 2024
  • End Date
    24, May 2024
  • Location
    Dubai, UAE
Book your place

Book now for
Leadership in Luxury

  • Start Date
    22, May 2024
  • End Date
    24, May 2024
  • Location
    Dubai, UAE

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