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Klaus Heine Assistant Professor of Luxury Marketing

Klaus Heine

Assistant Professor of Luxury Marketing

Marketing and Innovation

Before joining EMLYON, Klaus Heine worked as a researcher at TU Berlin. He is based at the campus in Shanghai and specializes in luxury brand management and consumer behavior.

EducationTop

  • 2012 : Ph.D. about “The Identity of Luxury Brands” – TU Berlin
  • 2005 : Master in Business Administration – TU Berlin

ExperienceTop

  • 2006-2012 : Research associate at the department of marketing at TU Berlin.
  • 2007-2010 : The marketing lecturer of Berlin Technical Art College (BTK) ; courses in entrepreneurial marketing, strategic marketing and luxury brand management.
  • 2006-2012 : Developed and instructed the first luxury marketing course at a German university at TU Berlin and lectured about luxury brand management at universities worldwide including : ESSEC Business School in Paris, École Supérieure de Commerce de Toulouse (ESCT), International University of Monaco, NUST Business School Islamabad, University of Cape Town, University of Karachi, University of Namibia, University of Stellenbosch, Tongji University Shanghai and Warsaw School of Economics.
  • 2010-2011 : Lecturer of marketing & luxury brand management courses at TUB Summer School in cooperation with the Tecnológico de Monterrey, Mexico.
  • 2006-2012 : Cooperation or consulting projects with German luxury companies including Comtesse, Bogner, Glashütte, Meissen, Mercedes Benz/Daimler, Poggenpohl, and Robbe & Berking and with international luxury companies such as the Luxury Institute New York and Mont Charles de Monaco.
  • 2010-2012 : Evaluation of various EU campaigns including events and communication materials such as cinema spots, viral clips and promotional items with quantitative and qualitative surveys in 28 European countries.
  • 2005-2007 : Consultant at trommsdorff + drüner innovation and marketing consultants, Berlin.
  • 2002-2005 : Intern at Bombardier Transportation, Berlin; Deloitte & Touche, Munich; KPMG, Frankfurt; Lufthansa, Paris and ThyssenKrupp Elevator, Shanghai.

ExpertiseTop

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Courses taughtTop

Executive Training : Managing Luxury Business in China, Luxury Brand and Product Management

Master Program : Msc in Luxury Brand Management and Marketing, Luxury Brand Management

Bachelor program : Institutional and Cultural Environment of Business

Research InterestTop

Luxury brand management, especially luxury brand identity, and luxury consumer behavior

PublicationsTop