Corso di Luxury Heritage Management

Branding & Archive

A training program for future professionals capable of managing, enhancing, and communicating the tangible and intangible heritage of luxury, fashion, and lifestyle brands. An Executive Course designed for graduates in technical, artistic, managerial, and humanities disciplines.


Heritage, understood as the capital of tangible and intangible values, the history, and roots of luxury, fashion, and lifestyle brands – is a primary asset. The Executive Course in Luxury Heritage Management – Branding & Archive provides the skills and knowledge needed to design, manage, and express its uniqueness. This educational experience stems from market demand and is aimed at future Heritage Managers and professionals capable of understanding, enhancing, and leveraging a brand's heritage. Below are the training objectives of the Course.

Acquire the knowledge, methods, and tools of branding in the luxury, fashion, and lifestyle sectors
Learn techniques for creating, preserving, and enhancing archives
Acquire the skills to define the curatorial storytelling of Heritage through contemporary languages
Learn to manage, enhance, and communicate the heritage of luxury brands, whether tangible (as Archivists and Conservators) or intangible (in roles such as Curators, Storytellers, Brand Specialists, and Brand Content Managers)
The Executive Course in Luxury Heritage Management lasts for two months (for a total of 110 hours of teaching) and includes both practical and theoretical activities, such as lectures, workshops, visits, and seminars.

Lectures on the theme of Heritage in the context of luxury, fashion, and lifestyle, archive practices, and branding strategies
Workshops on Branding and Storytelling
Workshops on the preservation, management, and enhancement of archives


Employment Opportunities

The study program is an opportunity for those who wish to pursue a managerial path within brands, institutions, foundations, and public or private organizations operating in the luxury and fashion sectors. Below are the roles that can be undertaken upon completing the Executive Course in Luxury Heritage Management.

Archivist
Conservator
Curator
Storyteller
Brand Content Manager
Heritage Manager

Didactic Modules

The course lasts two months, for a total of 110 hours of classroom training. Below is the description of the teaching modules.
 

Module 1 | hours: 5

Introduction to Luxury & Heritage

Lessons on the value of heritage in luxury, fashion, and lifestyle, exploring historical roots and heritage as strategic resources to enhance the brand identity and positioning.
 

Module 2 | hours: 10

Branding: the Core of Heritage

Lessons on the role of branding as a tool to integrate historical and cultural values into communication, preserving the identity, personality, and contemporary relevance of premium brands.
 

Module 3 | hours: 20

Branding: practices

In-depth analysis of relevant case studies applying brand identity, with practical exercises to build a visual identity enhancing the uniqueness of corporate heritage.
 

Module 4 | hours: 20

Branding: Storytelling&Curation

Lessons and case studies analysis to create compelling narratives and experiences that celebrate brand heritage, strengthening authenticity and cultural value. The module includes practical exercises.
 

Module 5 | hours: 20

Archive: design

Methodologies for designing functional and strategic corporate archives to preserve, organize, and make accessible the material and immaterial heritage of luxury, fashion, and lifestyle brands. The module includes practical exercises.

 
Module 6 | hours: 15

Archive: preservation

Learning advanced techniques to preserve brand documents, materials, and digital resources, ensuring their authenticity, durability, and accessibility over time. The module includes practical exercises.


Module 7 | hours: 20

Archive: enhancement

Exploration of strategies to transform archives into tools for communication and promotion, enhancing the brand's identity and positioning. The module includes practical exercises.

Requirements:

The course is intended for graduates with a bachelor's or master's degree in Humanities, Arts, Design, Engineering, or Management. Different backgrounds will be evaluated.

The admission to the course is based curricular and motivational.