Premiumization
Da marca a premium brand
Premiumization: goals, tools and metrics
This program explores the brand journey in pursuing brand equity, with the ultimate goal of becoming a Premium Brand. It will cover brand management tools for both the ongoing and future premiumization process, as well as the KPIs to monitor in order to determine the success or failure of Premiumization.
Balancing theory and practice, the course will feature interviews with top industry executives, who will share insights into the strategies and tools used by a range of Premium Brands.
This program is part of the Professional Certificate in Brand Management. For more information, click here
Who should apply
This course is designed for marketing and communication managers interested in understanding how to elevate and transform value propositions into Premium offerings within a company's brand portfolio.
Structure and contents
The “Premiumization” Online Program can be attended whenever and however you wish. However, to maximize learning, we recommend spreading the learning commitment over 5 weeks with an average allocation of approximately 3 hours per week.
WHAT: Understanding premiumization
WHY: The motivations driving brands toward premiumization
HOW: Internal processes to initiate premiumization
HOW - Quali strategie, strumenti e comunicazioni per la premiumization
RESULTS - Key metrics for measuring premiumization success
Key Facts
Information
Enrollment and payment
The application process is totally online.
You can pay for your Online Program by credit card (Visa or Mastercard), Klarna, PayPal, Google pay, Apple pay or instant bank transfers.
Special payment terms
On the occasion of Bocconi Homecoming, Alumni and Alumnae are eligible for special payment terms: 20 % reduction on the fee for SDA Bocconi's Executive Education Programs. An opportunity to continue to grow with the support of the Bocconi Community.
To foster and contribute to women’s professional development, SDA Bocconi School of Management offers them until 8 March 2027: a 20% discount on the fee for all Executive Open Programs and Executive Online Programs.
Program Direction
Brand Premiumization is not just a necessity but a duty toward increasingly demanding consumers and customers. It is essential for brand and companies that seek growth strategies to stay competitive, regardless of their industry, sector, or market.
Do you have any questions?
Program consultancy
To help you choose your training path in relation to your profile and your objectives, you can contact the Business Development team for a personalized in-depth interview and company training plans.
