Master's Program in High-end Brand Management

Brand management plays a key role for high-end cultural and creative businesses. This specialized Masters’ Program concentrates on strategic brand management adapted to the particularities of the high-end cultural and creative industries. It has a strong focus on China, enabling participants pursuing a career in the high-end industry in China or with a link to China. Because luxury and high-end brands are deeply connected to creativity, art, and their culture of origin, these are guiding themes throughout the program.

The AEBS Master’s Program in Marketing (High-end Brand Management) is a joint degree program between East China Normal University and emlyon business school. It was certified by the Chinese Ministry of Education in January 2017. The objective of the double degree program is to combine practical brand management with strong academic research.


 Our Mission

We aim to develop a program of excellence and strive to cultivate a spirit of creativity and innovation. We make it our mission to educate the next generation of brand managers and to develop cutting-edge branding knowledge by combining the strengths of educational resources from both China and France. Through our international collaboration, practical projects with leading industry partners, and state-of-the-art teaching methodology, we build business leaders with a global perspective, strong academic background, and the best management practices. Our graduates will excel in creating and managing brands in the high-end cultural and creative industries.



Distinctive Features


  • Double degree from one of the leading Chinese universities and one of the top French business schools

  • Global experience with an enriching and vibrant study experience in China and France and opportunities to interact with students from around the world

  • Double language competency: Learning and practicing Chinese and English, and some French, will give you a distinctive edge

  • Triple international accreditation by AACSB, EQUIS, and AMBA (top 1% of world business schools)

  • A tradition of teaching innovation: World-leading graduate courses in high-end brand management and marketing taught by world-renowned experts in luxury and high-end brand management

  • Business networking: Access to the professional network of the global high-end & luxury industry and emlyon’s international alumni network

  • High employability: Large variety of career paths (see details below)


Program  at  a  Glance



3 years (full-time)


All courses are taught in English

Course Structure

The program covers the following areas of expertise:

• Industry expertise: The high-end cultural and creative industries & the Chinese market

• Fundamentals of business management & entrepreneurship

• Consumer behavior,customer intelligence & research methods

• Brand-building & management

• Retail & distribution

• Digital marketing


Big parts of the program are taught in Shanghai and 6 months in France


Double degree program:

• Msc in Management – East China Normal University (China)

• Msc in High-End Brand Management  – emlyon business school (France)


Start of the program

Early September

Tuition fee

72,000 ¥ (East China Normal University)+

17,500 (emlyon business school)



Future  Employment  Opportunities


Upon completing the program, participants will become accomplished brand management professionals, able to create new brands or to successfully manage existing brands in the high-end cultural and creative industries. They will be wellprepared to work in the marketing department of major high-end brands or start-ups. They will also fit the requirements of market research, media, PR or advertising agencies looking for marketing professionals who know how to turn consumer intelligence into communication campaigns, consulting firms supporting their clients in strategic branding decisions, as well as creative entrepreneurs (such as designers) looking for managers with expertise in the high-end industry. In addition, participants could pursue a career in branding and management for arts and creative industry organizations, such as art auction houses, art galleries, exhibition and trade fair organizations or creative industry associations.



Career  Development


AEBS’s Career Development Center (CDC) provides personalized consulting and placement assistance, powered by its strong relationship with local and multinational companies, and through its powerful alumni network. Highly valuable service includes: career mentors, career coaching, career consulting day, company visits, summer internship programs, employer presentations, job postings.


For further information, please contact:

Mrs. Christy LIU

Tel: +86-21 61911353