Estée Lauder partners with University of Hong Kong to deliver postgraduate course
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Estée Lauder partners with University of Hong Kong to deliver postgraduate course

Estée Lauder, one of the world’s most recognizable luxury cosmetics companies, has partnered with the University of Hong Kong’s School of Professional and Continuing Education to create a unique accredited postgraduate certificate program that shows busy workers the ins-and-outs of “digital-age retail management and shopper-centric marketing strategies.” It’s a heavy investment in the company’s workforce, and puts innovation firmly in the driving seat.

Estée’s share price has appreciated by 12% year to date

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SOURCE: Yahoo Finance

Vicki Au, managing director of the company’s Hong Kong and Macau Affiliate, described Estée’s goal with the new postgraduate educational opportunity, saying:

“We wanted to encourage participating employees to think about the creative retail experience and how we could optimize the integration of omnichannel – online, offline, digital and social platforms as well as e-commerce. It was also essential that the module on leadership should help our middle managers develop the skills to foster a new coaching culture targeting millennials. SEA satisfied our needs and tailor-made this programme by incorporating our input and selecting specific elements for the curriculum.”

According to Professor N. R. Liu, the School’s deputy director, the new program focuses on creative thinking, technological innovation, and practical application. He said: “Many brands under The Estée Lauder Companies’ Hong Kong & Macau Affiliate enjoy tremendous customer loyalty. The course’s shopper marketing part helped the participating executives boost the customer loyalty further. The students should have an understanding of new technologies so that they can harness them for business development. Meanwhile, creativity would help bolster the brand’s competitiveness.”

Disclosure

Dominion holds Estée Lauder in its Global Trends Luxury Fund.


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