PCA & FIU Launch First Luxury Marketing Masterclass

The Premium Cigar Association (PCA) and the Chaplin School of Hospitality & Tourism Management at Florida International University (FIU) announce the launch of a one-of-a-kind luxury marketing and experiences executive education program focused on the business of premium cigars. The immersive program will provide students with direct insight into the world of luxury branding through the lens of the premium cigar industry and allied luxury sectors. It will take place at FIU in Miami from November 19-21, 2025.

Led by PCA’s Chief Executive Officer Joshua Habursky, this intensive program will feature guest speakers from the cigar, spirits, hospitality, and luxury goods industries. Participants will gain first-hand exposure to the marketing strategies, brand collaborations, retail environments, and regulatory considerations that shape today’s luxury consumer experiences.

“This is the first step in what I hope to be a long-standing partnership with the preeminent hospitality school in the world,” said Habursky. “Situated in Miami, a hub of the premium cigar industry, FIU Hospitality is the perfect partner to launch this masterclass, which will feature the best of the premium cigar industry. My hope is to eventually offer both online and in-person classes to help professionalize the premium cigar industry and educate people on the niche industry in the larger hospitality sector,” Habursky added.

Topics will include immersive event marketing, luxury collaborations with celebrities and fashion houses, marketing restrictions for age-restricted products, and comparative marketing across cigars, spirits, wine, and chocolate. Attendees will complete the program with a course exam preparing them for future roles in luxury marketing across hospitality, retail, and lifestyle sectors as they earn a certificate of completion.

“Product knowledge and customer service can only get you so far in your career,” said Michael Cheng, PhD and dean of FIU’s Chaplin School of Hospitality & Tourism Management. “We are honored to partner with PCA, the oldest and largest active trade association representing and assisting cigar retailers and suppliers, to help cigar aficionados become experts in their field and increase their business potential.”

This initiative reinforces PCA’s mission to elevate the premium cigar industry through education, experience, and strategic partnerships.

“Luxury today is about more than a product, it’s about crafting unforgettable, emotionally resonant experiences,” said Suzanne Bagnera, PhD and FIU’s Chaplin School’s Executive Education program director. “This course is bridging the worlds of tradition and innovation, giving professionals the tools and insights to elevate their brand and authentically connect with the luxury consumer.”

Enrollment is open now through November 5th for the November 19th course. Please visit hospitalityexed.fiu.edu for more information. You can also email at HospExEd@fiu.edu or call 305-919-4775 to secure a spot.