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Lecturing

Lecturing at Universities & Business Schools worldwide

Asia Europe Business School, Shanghai
bbw Hochschule Berlin
Berliner Technische Kunsthochschule
CEIBS Shanghai
Curtin University, Perth
East China Normal University, Shanghai
Emlyon Business School
ESSEC Business School, Paris
Gift University, Gujranwala, Pakistan
Hochschule für Wirtschaft und Recht, Berlin
International University of Monaco
Johannes Gutenberg-Universität, Mainz
Lingnan University, Hong Kong
NUST University, Islamabad
Shanghai International Studies University
Sogang Business School, Seoul
Technische Universität Berlin
Tecnológico de Monterrey, Mexico
Thammasat Business School, Bangkok
Tongji University, Shanghai
Toulouse Business School
United Business Institutes Shanghai
Universidad Pontificia Bolivariana Medellin
University of Cape Town
University of Karachi
University of Malta
University of Namibia
University of Stellenbosch, Cape Town
Verwaltungs- und Wirtschafts-Akademie, Berlin
Warsaw School of Economics

 

 

Main Topics of Guest Lectures & Courses

Luxury Branding & Strategy

Building High-end Brands

Brand Identity, Meaning & Symbolic Value

Finding a Brand Purpose

Consumer Psychology

Digital & AI-Driven Communication

 

 

Main Course Topics

High-end Brand-Building

 
This course focuses on how high-end brands are created. It focuses on brand identity planning and on defining what brands stand for. Meaning is created in the marketing department, not in the factory. The course builds meaning step by step and uses the Brand-Building Canvas to move through the main strategic options brands have when creating meaning.

Luxury Brand Management

 
This course focuses on growth strategies for established luxury brands in complex and competitive markets. It examines how brands can pursue growth while managing the tension between exclusivity and scale. The course covers the main luxury growth strategies, including brand extensions, democratization strategies, trading up and trading down, innovation, diversification, and vertical or horizontal integration.

Luxury Consumer Psychology

 
This course examines why people buy luxury products and how brands can translate this understanding into effective marketing decisions. The course explores different types and segments of high-end consumers and their typical characteristics, including personality traits, values, and lifestyles. In addition, the course analyses the main drivers of high-end consumption, including status, distinction, and social signalling, as well as the related Veblen, Snob, and Leibenstein effects. Through case study discussions, students learn how high-end brands apply persuasion techniques in practice in order to influence consumer attitudes and behaviour.

Purpose-driven Branding

 
This course is about how to build a brand to change the world. It introduces students to the principles of purpose-driven branding and brand activism. Throughout the course, participants will learn step-by-step how to develop a purpose-driven branding strategy through case studies and hands-on exercises. Students will learn how to identify a brand purpose from their personal life's calling and how to connect this purpose with the business model and branding strategy so that every product sold brings the brand one step closer to achieving its purpose. Along the way, they will learn how to use key tools and models for brand-building and brand identity planning.

Design Thinking & Consumer Psychology

 
Students will work on a group project to rethink the products or services of a specific brand. Through this project, they will learn the stages of Design Thinking: Empathize, Define, Ideate, Prototype, Test, and Iterate. Following this Design Thinking process, the course covers key topics in consumer behavior. A key focus is to teach participants market research techniques to develop deep consumer insights and identify real, often hidden, consumer motives and needs. Students will learn how to develop market and consumer segmentation, create vivid customer personas, and conduct consumer journey mapping.

 

 

  1. Emlyon Business School, Lyon, Paris, Shanghai; from May 2012 until now; Associate Professor, Director of the High-end Brand Management program; courses in high-end branding on the Bachelor, Master, DBA and executive levels.
  2. Asia Europe Business School (AEBS), East China Normal University (ECNU), Shanghai, visiting professor since 2019.
  3. Shanghai International Studies University (SISU), visiting professor since 2019, about "Identity-driven (Fashion) Brand Management"
  4. United Business Institutes (UBI), Shanghai, visiting professor in the executive MBA program, about "High-end Brand-Building."
  5. Universidad Pontificia Bolivariana, Medellin, visiting professor, "High-end Brand-building" at the Summer School 2017.
  6. Sogang Business School, Seoul, visiting professor, giving a course about "Luxury Brand-building" at the Sogang International MBA Global Summer School 2016.
  7. Johannes Gutenberg-Universität Mainz, 2 June 2016, guest lecture about "The Development of Luxury Brand Idenitity" at the Center for Luxury Research.
  8. Lingnan University, Hong Kong, guest lectures and academic exchange at the marketing department, April 2014.
  9. Thammasat Business School, Bangkok, guest lectures and academic exchange for one month at the marketing department, January 2014.
  10. Technische Universität Berlin (TUB), Germany, nine semesters from October 2006 until now; in 2006 the first course about luxury marketing at a German university; from then on regular courses about luxury brand management; other courses include "Luxury Consumer Behaviour: The Millionaire Survey", "Luxury Consumer Behaviour in China", "The Personality of Luxury Brands", "Social Media and Luxury" and "The World Luxury Brand Analysis", courses of 3 ECTS.
  11. Institute of Business Administration (IBA), University of Karachi, Pakistan, May 2012, "Luxury Brand Management", "Luxury Consumer Behavior", & "Luxury Marketing Research", guest lectures.
  12. NUST University, Business School, Islamabad, Pakistan, 17 May 2012, "The Paradoxes of Luxury Marketing", guest lectures.
  13. Gift University, Gujranwala / Lahore, Pakistan, 15 May 2012, "Inspirations from Luxury Brand Management", guest lecture.
  14. bbw Hochscule / bbw University of Applied Science, Berlin, Germany, 14 December 2011, "The Brand Personality of Chanel & bbw: Lessons Learned from Luxury Brands", one-day management training seminar.
  15. Szkoła Główna Handlowa w Warszawie / Warsaw School of Economics, Poland, 30 November 2011, "The Identity of Luxury Brands", guest lecture.
  16. TUB Summer School in cooperation with the Tecnológico de Monterrey, Mexico, August 2010 & 2011, "International Marketing Strategies: The Case of Luxury Brands", lectures in Athens, Berlin, London, and Paris, two-week courses of 3 ECTS.
  17. ESSEC Business School, Paris, France, 22 April 2011, "The German Luxury Industry" & "Luxury Market Research", guest lectures.
  18. Berliner Technische Kunsthochschule / Berlin Technical Art College (BTK), Germany, the marketing lecturer of BTK for six semesters from October 2007 to August 2010, for the courses "Entrepreneurial Marketing" & "Strategic Marketing" including many case studies of luxury brands, courses of 3 ECTS.
  19. Deutsches Verpackungsinstitut / German Packaging Institute, Berlin, Germany, November 2008 & 2009, "Packaging as a Strategic Marketing Tool", case studies of luxury brands, two-day management trainging seminars.
  20. Hochschule für Wirtschaft und Recht / Berlin School of Economics and Law (HWR), Germany, one semester from October 2009 to February 2010, lecturer of "Entrepreneurial Marketing", including case studies of luxury brands, course of 3 ECTS.
  21. University of Stellenbosch, Cape Town, South Africa, 5 October 2009, "The Personality of Luxury Brands", guest lecture.
  22. University of Namibia, Windhoek, 28 September 2009, "The Luxury Brand Identity: The Case of Mont Charles de Monaco", guest lecture.
  23. University of Malta, 24 February 2009, "Building a Luxury Brand Identity: The Case of Chanel", guest lecture.
  24. Verwaltungs- und Wirtschafts-Akademie / Academy of Business Administration and Public Management (VWA), Berlin, Germany, May 2007 to January 2009, lecturing occasionally about consumer behaviour, market research, strategic marketing including case studies of luxury brand management.
  25. International University of Monaco, 21 April 2008, "Building a Luxury Brand Personality based on Constructs of the Consumer Behaviour: The Case of Mont Charles de Monaco", guest lecture.
  26. École Supérieure de Commerce de Toulouse (ESCT), France, May 2007 & March 2008, "International Luxury Goods Marketing" as part of the "International Management Option“ MBA program, one-week courses of 3 ECTS.
  27. Tongji University / Chinese German College for Postgraduate Studies (CDHK), Shanghai, China, October 2007, "Strategic Marketing and Luxury Brand Management", course of 1.5 ECTS.
  28. University of Cape Town, South Africa, 30 March 2007, "International Luxury Brand Management: The Positioning of Luxury Brands", guest lecture.