In 2013, a senior undergraduate Luxury Brand Management course (MKT 405) was offered for the first time. The course provides students with knowledge and skills to navigate issues including the balancing of desirability and accessibility of luxury, to manage a luxury brand over time and to create and build new and aspirational luxury brands. MKT 405 is taught by Professor George Christodoulides. The course utilizes a unique mentorship advising process provided by Chalhoub top executives for a course project that focuses on real life challenges faced by luxury brands.

Further courses have been added to the luxury curriculum over time including Fashion Marketing (MKT 381) and The Business of Luxury (MKT 354). MKT 381 is taught by Dr. Rania Semaan. The course presents marketing concepts in fashion through readings, case studies, videos and a course project for practical application and experiential learning. 

The development of MKT 354 in 2014 acknowledged the strategic importance of the luxury business for Dubai and the UAE national economy. The growth of this sector is expected to fuel the demand for graduates with an understanding of the Business of Luxury. MKT 354 is taught by Professor George Christodoulides and explores the diversity of the meanings of “luxury” across different markets. Students explore the unique rules for success, including turning traditional marketing rules upside down.

Since 2013, more than 450 students have studied luxury courses at AUS.