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CUHK MBA Recognises Growth Of Luxury With New Elective

Interested in exploring luxury brand management in Asia and beyond? This course is open to MBAs who take the CUHK MBA Marketing Concentration

By  

Wed Jan 16 2013

BusinessBecause
With at least a million newly minted millionaires ready to spend, spend, spend, it's no surprise that luxury brands are falling over themselves to win a place in the heart of the wealthy Chinese consumer.
 
Chinese University of Hong Kong has launched a new luxury brand management elective, in response to the rising demand for luxury goods and services in the region. The course will be offered as an elective within the Marketing concentration of the full-time MBA programme. 
 
In 2012, global consulting firm Bain & Co. predicted that the global luxury goods market would grow 6 to 7 per cent, despite continuing economic turmoil. Their study showed that markets in the USA and Europe remained strong; India and Russia regained buoyancy; and that there was an increased focus by luxury brands on Central Asia, South-east Asia, Latin America and Africa. 
 
The luxury market in China grew 18 to 20 per cent, with a shift from wholesale to direct-owned retail. The Chinese University of Hong Kong MBA has launched the Luxury Brand Management elective in response to these factors. 
 
The course aims to give students an appreciation of the range of luxury products and services within the industry. They includes fashion, jewellery, fine wines and spirits, as well as travel and elite sports such as yachting and golf. 
 
The course introduces students to the specific challenges of brand and image management, retail distribution and control of the channel, brand extensions and portfolio management. It will also explore counterfeiting and the black and grey markets, and the role of digital media in branding luxury goods and services. 
 
In the video below, course leader Professor Godfrey explains that the course will look at the changes within the industry, and in consumer behaviour, with case studies drawn from around the world.
 
There will be opportunities for students to go on field trips and to engage directly with the local luxury industry. There will be plenty of guest speakers to lend industry insights.
 
Professor Godfrey realises the value of internships as a way of getting more permanent roles and has plans to help students gain work experience. 
 
Prof. Godfrey has over 20 years of experience as a brand and communications expert. She has worked with multinational companies such as Procter & Gamble, Unilever, Nestlé and Danone. She also has extensive experience of launching and developing brands in Asia, the Middle East and Africa, and Europe. Prof.Godfrey previously Marketing Communications at the Thunderbird School of Global Management in the US.
 
 
Read more about students, programmes and alumni at Chinese University of Hong Kong!
 

Student Reviews

CUHK MBA

Student

Verified

23/09/2022

Blended

One of a kind

I studied Bioinformatics at CUHK last year. It was the only Master's degree in Hong Kong in this field. This program developed my analytical skills and equipped me to be a Bioinformatician in a very practical way. I enjoyed my year here and met classmates from different parts of the world. If you are thinking to enhance your profile, this degree program would be a good option.

Student

Verified

19/11/2021

On Campus

general education courses, unique college system, large campus

The university facilitates multi-dimension and interdisciplinary learning. In social science faculty, we need to choose courses as our faculty package from other departments (architecture, psychology, sociology, etc.) to learn more than our major required courses. We are also required to finish general education courses, which aid our critical thinking and humanistic sensibilities. I do recommend the social science broad-based program, and the professors I met so far are all responsible and erudite.

Student

Verified

28/10/2017

LLM

The faculty of law is relatively new. You do not need to have a LLB to pursue a LLM, which is special. The taught programme is great for mature students who want to obtain legal knowledge. CUHK has good teaching staff too.

Student

Verified

20/10/2017

Amazing Campus and Great Educational Environment

Not only is CUHK's main campus breathtaking, it provides for a good educational environment for students. The university is well-equipped with modern and up-to-date facilities to help students with their study. We have 8 libraries in total around the campus; one for media, one for architectural studies, the medical library and the law library. The Professors are always helpful and are happy to talk to students when needed. Moreover, the college system within the university brings forth the uniqueness of CUHK. Each student belongs to a different college, and in that students are able to meet different peoples from different countries and students from different faculties. I think CUHK provides for a well-rounded university life for all students.

Student

Verified

17/10/2017

exthrillating

One of the most down to earth places in HK. A great opportunity to learn and embody the local culture. Also had one the most beautiful campus in Hong Kong up on the hillside. Glad to have graduated here.

Student

Verified

5/10/2017

Innovative and Supportive

My university provided me with all the support I needed, and encouraged me to be up to date with all the new developments in the world. They also provided me with the incentive to excel at what I do, and they take much pride in my achievements. I have had a very rewarding university experience.

Student

Verified

2/10/2017

Small, New But Friendly Law School

To being with, I think the campus of CUHK is the best and the biggest in Hong Kong, with fresh air and trees everywhere. I am an undergraduate Law student at CUHK and I think the teaching here is great, with very friendly and nice professors and the new Lee Shau Kee Building. In terms of the courses offered by CUHK, as one of the largest universities in Hong Kong, CUHK is an all-rounded university, offering a wide range of courses to students. Students may take the introductory courses of discipline other than their own major, or even declare a minor. For law electives, due to the small amount of intake, the variety of law electives are not that huge. However, the Faculty is offering some international programmes, which can be treated as law electives, but at the same time, provide us with an opportunity to travel and know more about the legal system of another country. The career support from the Faculty of Law is also amazing. The Faculty will organise CV Sessions and talks on how to get an internship from law firms or mini-pupillage from barrister's chambers. Each student will also have a Distinguished Professional Mentor, which is a current legal profession, providing us with practical advices and updates of the legal field. Finally, from my personal experience, I think the students in CUHK are friendly and genuine. As Law students, competition is inevitable for grades, GPAs, vacation schemes and training contract. However, I think the competition in CUHK Law School is a positive one, in a sense that help us grow together, instead of fighting with each other no matter what. That is the biggest reason why I am having a very good time here in CUHK Law School.

Student

Verified

30/09/2017

A place to explore your interests

As a law graduate from CUHK (both undergrad and post-grad), I realise that I had many opportunities to explore my areas of interests (legal and non-legal both). The faculty/university requires us to take a certain number of non-law electives, and offers a plethora of courses to choose from. Personally, I took 3 modules in Korean --I can't say it's made me highly proficient, but it's definitely given me a good foundation (I can walk into a Korean restaurant and confidently order food, at the very least). The fact that language courses are offered also provides students who are more financially constrained an opportunity to learn a language without having to shell out a premium for a decent language course. On top of that, we have a range of law electives as well. I know of classmates who have developed lasting interest in different areas of law because of the electives they took in school. The two electives that I would say have changed me is (i) mooting and (ii) family law. I think my experience in an international commercial arbitration moot competition has helped tremendously in formulating legal arguments and legal writing. On the other hand, taking a family law elective has made me very interested in the family law practice, especially in terms of child rights. For these experiences which I have gained, I'm grateful for the opportunities provided by the school. One main issue most students I know have is with the way our GPA is calculated and the lack of transparency in terms of how the honours system works. As our GPA is marked on a curve. it's highly unrepresentative of what we have achieved as individuals. Given that our GPA is the only criteria that is looked at when we apply for the compulsory post-graduate law course (mandatory should we want to practise law and/or be trainees in Hong Kong), it will put our own students at a distinct disadvantage when we compete for limited spaces with students from schools where GPA is not on a bell curve.

Student

Verified

27/06/2022

On Campus

Valuable time in CUHK

I like the learning environment and people at CUHK. Surrounded by hills and Tolo Harbour, CUHK provides a balance between nature and hustle. You can always escape from the busy study life and meet your friend around the big campus for different activities.

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