Two days to sell at higher prices.
Two intensive days in Milan to position yourself outside the price war, raise your margins without changing your product and become the first choice of high-spending clients. The course is taught in Italian.
Where the entrepreneurs in the classroom start from.
- You have a good product or service, but to close a sale you almost always have to lower the price. Costs rise every year, margins fall.
- Clients ask you for quotes, ask a thousand questions and then disappear.
- The competition undercuts you, and seems to win only because it costs less.
- You have spent money on marketing, but the results did not justify the investment.
- You are stuck in the mid-market: too good for people who only want the lowest price, not yet seen as a benchmark brand.
In the classroom we work on the perceived value your company conveys.
The problem is perception.
If you can't sell at high prices today, the reason is almost always the way the market perceives your company.
When a client compares you with the first competitor on Google, the cheaper one wins. Those who sell at the high end build a brand that the client doesn't compare with others. That is what we work on in the classroom, in four modules.
Luxury Brand
How to reposition your company at the high end and get out of the price war.
Why your clients compare you with the competition today, and how to change the perceived value of your company.
- The rules that set luxury brands apart from mainstream ones, and why ignoring them costs you margin
- The Luxury Matrix: which segment you are positioned in and where you need to get to
- The Made in Italy levers for building an identity that can't be compared
- The method for turning an ordinary product or service into an object of aspiration
- The most common repositioning mistakes, the ones that burn money and reputation
Luxury Content by AI
How to create valuable content in less time and with more impact, using artificial intelligence.
How to use artificial intelligence to produce the company's content in less time.
- The artificial intelligence software we use in our company
- Persuasive copy consistent with your positioning, in a few minutes
- Product photos, artistic photos and photos of people: how to create and direct them with AI
- Personal and corporate videos and professional storytelling, ready for social media
- Translating and adapting your content into any language, without agencies
- A content calendar for every week
Luxury Marketing
The strategies for attracting premium clients and making your brand sustainable at the high end.
High-end marketing strategies suited to SMEs, even on limited budgets.
- The 3 fundamental differences between mainstream marketing and luxury marketing
- An analysis of the strongest brands in the world: what to copy and what to avoid
- A marketing plan built on the brand's uniqueness
- The Luxury Funnel: from the client's attention to the high-margin sale
- Practical strategies for attracting high-end clients with modest resources
- The mistakes that make you look like a cheap brand, even with good campaigns
Luxury ADS & Copywriting
How to write campaigns and messages for high-end clients.
Copy and images for people who are willing to pay more.
- How to choose the right target and avoid the wrong contacts
- The ads that attract premium clients without discounts
- Copywriting for luxury: the words to use and the ones to avoid
- The images suited to the high end
- Real examples of successful campaigns adapted to SMEs
- The checklist for validating every campaign before you put money into it
The two days.
For entrepreneurs who want to raise their prices and attract better clients.
- Where. Novotel Milano Linate, in a room set up with classroom desks.
- When. Friday 20 and Saturday 21 November 2026, from 9:30 to 18:00.
- Format. Intensive live course, 50 participants maximum.
- New this edition. Workshop format, with classroom exercises on your own company's case.
- Included. Four coffee breaks and both lunches at the hotel.
What entrepreneurs from previous editions say.
The quotes are taken from students' public video testimonials; the reviews with full names are on Luxury Academy's Google profile.
We entrepreneurs have an endless list of costs: we can't afford to work at the bottom end of the market. Matteo talks to you as an entrepreneur, one who first of all picked up the briefcase and went out to sell.
The course is essential for anyone running a business in Italy. The module that helped me most was the one on the difference between mass market, premium and luxury: it showed me how best to deal with this kind of client.
It isn't the usual course with the same old concepts: it gives you the chance to do things differently. Matteo gets the concepts across in a way that is easy to understand.
The course is designed and taught by Matteo Rivolta.
The course was designed and is taught by Matteo Rivolta, founder of Luxury Academy, the training school devoted to the study of the high end of the market.
Before becoming a trainer and consultant, Matteo spent years selling his own products in person, to private clients and to companies, all over the world: from Europe to the United States, to the Middle East, Asia and Oceania. He learned the psychology of people who buy premium and luxury products and services at the counter, and in the classroom he explains it in a programme that is easy to follow, before going deeper into all the concepts you need to win this kind of client.
He is a consultant for GLG, Gerson Lehrman Group, the leading financial information services firm, based in New York, and is invited to the Università Cattolica, the business school of the Politecnico di Milano and the Università Bicocca to give business and marketing lectures. He has appeared on Rai, La7, Fortune Italia and Il Giornale.
Matteo Rivolta · FounderWhat's included.
The full programme includes
- Two intensive days of training in Milan, with questions to the speaker, coffee breaks and lunches.
- The course slides, with diagrams and working frameworks.
- The post-course Q&A webinar, for clarifications and applications.
- The “Luxury Brand” video course: 6 extra hours of training, available from enrolment.
- Access to the private Luxury Academy group.
Guarantee: 100% money back if you're not satisfied
- If, during the first day, you feel the course is not right for your needs, we refund the full cost of the ticket.
- Have a question before booking? Book a call with your tutor: together you can assess whether the course suits your situation.
Who it's for.
Places on the course are limited: 50 entrepreneurs maximum.
It's for you if
- You have a quality product or service and you sell well, but you compete on price.
- You want clients to choose you without comparing you on price.
- You are prepared to change the way you present yourself to the market.
- You want a practical method to apply from the following Monday.
It's not for you if
- You are looking for a formula to apply without any work.
- You want more volume at any cost, margin aside.
- You think a low price is the only lever you have.
- You want to learn to give discounts better than others.
Before you book.
Is it right for my sector?
Yes. The classroom has had entrepreneurs from every sector: manufacturing and craftsmanship (fashion, furniture, jewellery, automotive, yachting), professional services (consultancy, medical practices, dentistry, architecture, interior design), tourism and hospitality, construction and real estate, beauty and wellness, technology and digital services. If you sell a product or service and want to attract high-spending clients, Margini di Lusso is right for you.
Where and when is it held?
At the Novotel Milano Linate, Friday 20 and Saturday 21 November 2026, from 9:30 to 18:00 on both days. The room is set up with classroom desks.
What does the payment cover?
The right to attend the course, four coffee breaks and both lunches at the hotel, the slides, the follow-up Q&A webinar, the “Luxury Brand” video course and access to the private group.
When do I receive the invoice?
After payment, our administration team contacts you for your tax details and you receive the electronic invoice. The company organising the course is MRC S.R.L., Luxury Academy.
What if it isn't what I expected?
100% money back if you're not satisfied: if by the end of the first day you decide the course is not for you, we refund the full ticket.
What if I can no longer attend?
You can attend a later edition instead. Write to us and we will find a solution.
Book your place for November.
Friday 20 and Saturday 21 November 2026, Novotel Milano Linate. 50 places maximum, money-back guarantee. Taught in Italian. Have a question? Book a call with your tutor.
Book your place →places running out · money-back guarantee