The Milan business school MIP is to launch a two-week executive programme on luxury good management with the Shanghai-based Antai business school at Shanghai Jiao Tong University.

The Programme was two years in the negotiation says MIP dean Gianluca Spina. He says the programme, which will begin in September, will be targeted at Chinese executives who are interested in brand management and fashion. Several of Italy’s big names in luxury goods will participate in the Milan-centred week of the programme. “It is an experience is selling Italy and not just the business school,“ says Prof Spina.