Luxury Curriculum

In 2013 a senior undergraduate Luxury Brand Management course (MKT405) 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. MKT405 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 (MKT381) and The Business of Luxury (MKT354). MKT381 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 MKT354 in 2014 acknowledges the strategic importance of luxury marketing 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 Luxury Marketing. MKT 354 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.

The Chalhoub Group Professorship was instrumental to the launch of a new Minor program in Luxury Marketing in Fall 2022 that is currently available to all non-marketing major students.  For more information, please refer to the most recent version of the AUS catalogue or contact the Chalhoub Group Professor ([email protected])

Since 2013 over 1000 students have studied luxury courses at AUS.