FIU Business has launched a Luxury Incubator MBA project that combines classroom and hands-on learning and includes a residency component. During the project, which began in spring 2022, 20 FIU MBA students travel to various cities – Beverly Hills and New York City in 2022 – to learn what it takes to make a luxury brand successful.
The project was co-created by Deepak Ohri, CEO of lebua Hotels and Resorts, and Anna Pietraszek, director of global operations and assistant teaching professor of marketing and logistics at FIU Business. "The project illustrates step-by-step planning and development of a luxury brand, as well as marketing techniques and management of the luxury market," Pietraszek said.
I am honored and excited to collaborate with FIU Business.
Students study the marketing and management of luxury brands in the U.S. and Asia, learning the different factors that create a culture from a brand. The project shows how psychology, business practices and innovation play a vital role in creating a luxury brand culture and lifestyle.
"I am honored and excited to collaborate with FIU Business," said Ohri, an awardwinning entrepreneur. "I am looking forward to working with Pietraszek, adding a new dimension to such a great curriculum, and creating something extraordinary that will allow students to experience and learn the disruption of the luxury industry."
Students with a marketing specialization are given priority to register. The project shows unconventional approaches to luxury marketing and explains why such strategies are needed to create an incomparable brand. Ohri's career focus has been on what he considers "experiential luxury," and he teaches students why luxury is an experience, not an expense.