EMILUX, a key for international luxury brands

Milano, 28 February 2019

A trip around the world in a luxury car. A metaphor that aptly illustrates the educational experience and the career of Tarek Al Hammoud, alumnus of the EMILUX - Executive Master In Luxury Management. He is now Brand Manager for Ferrari in Qatar, which has always been an attractive market for the Maranello-based brand. We have asked him to talk about his experience during the EMILUX, and of the impact the Master has had on his professional development.

What were the benefits of your EMILUX year?
I’d say mainly three: first of all the opportunity to meet and make friends with people from all over the world, all of them high-profile professionals, both from the luxury industry and from other fields. This represents a diverse cultural and human background that is definitely a plus. Then, certainly, the multiple locations in five different cities – Milan, Paris, Dubai, Singapore and Mumbai. This really gives you a global experience of the luxury business, which is international by definition, without losing sight of the peculiarities and specializations of each local areas. Last but not least, the fact that it is an Executive Master from SDA Bocconi, a school of great reputation in the luxury management sector. 

And what changed for you after the Master’s?
I landed at Ferrari in Qatar in 2015 after gaining experience in other fields, from corporate finance and investment management to business planning for the development of franchising activities. The main thing I got from the EMILUX was the international approach to brand management that literally turned my career around: in the final month of the program I was promoted to Brand Manager at Ferrari. Now I follow every aspect of the business – marketing, sales, after-sales – in a position of high responsibility.

SDA Bocconi and Milano: is this a particular combination?
Definitely yes. I’ve already mentioned the School’s international prestige. In addition, for those working in the luxury sector, Milan is one of the main entry points into any international markets. No matter where you are in the world, it is difficult to talk about luxury without talking about Milan. And SDA Bocconi offers a great insight into this city.

What advice would you give to those interested in applying to the EMILUX?
Well, I would definitely encourage them to do so because the program opens doors that you can't even imagine... I am a tangible proof of that. Then I would tell them to be as open as possible towards the world that is represented by such an international classroom, and to all the learning and human experiences that the master offers. This allowed me to find the keys to success as an international brand manager.

SDA Bocconi School of Management