"Sufficiently good is not enough to be excellent"

MK Mr. Petrin, 2018 has begun. What will move society in particular this year?

PETER PETRIN As an individual who does not deal professionally with this not entirely irrelevant issue, I do not dare to make any statement on this.

MK Then let's get straight to the topic in which you are a professional. What is currently driving the marketing industry the most?

PETRIN Marketing is currently faced with the following three key questions: Where can I automate and take advantage of the opportunities offered by digitalization? How can I be a pioneer of tomorrow, i.e. how can I recognize the expectations of the market, the customers of tomorrow? And how can I create solutions that inspire customers? The buzzwords are artificial intelligence and customer experience, B2H (Business to Human). Machine learning and artificial intelligence are used to extract valuable information from generated data volumes and develop processes that help to take and optimize marketing measures.

MK Do you expect digitalization to progress at the same rapid pace and continue to transform media, advertising and marketing?

PETRIN I even expect the pace to increase further. For example, we can soon expect major advances in the area of remarketing, so that users will no longer be targeted with ads in the wrong place at the wrong time with the wrong messages. This will make digital marketing even more relevant and put additional pressure on traditional channels. And with artificial intelligence, huge changes are coming to society and the economy that we can barely predict.

MK In view of the digital hype, isn't something else in danger of being lost, namely the good old school of marketing?

PETRIN At the moment, you really do get the impression that the holistic view is being lost. However, the fundamental questions that should be asked in marketing are still the same, simply under different conditions. In other words, it is important to correctly assess the opportunities offered by digitalization and make use of them where added value can be created for companies and customers. Admittedly: This is very challenging.

MK To what extent do you sense this change in times when you look at the Swiss education and training landscape?

PETRIN The demand for digital expertise has grown rapidly. I feel this particularly as Rector of the HWZ School of Business. Our study programs in digital business, business intelligence, business transformation, innovation and customer excellence are literally booming. As Head of Education at Swiss Marketing, I have the task of dynamically adapting the professional and advanced professional examinations in marketing and sales to rapidly changing circumstances. This will also succeed.

MK Are the requirements profiles for marketing and communication professionals also changing with the constantly updated courses?

PETRIN Yes, the requirement profiles for suitable professionals are strongly influenced by digitalization. The individual areas of responsibility have become broader. Marketers and communication professionals must be absolutely proficient in their specialist area and also be able to cover and understand other related topics. Without an understanding of the big picture, it is almost impossible to make a valuable contribution to the whole.

MK What specific skills and abilities in marketing and communication are most in demand in the working world today?

PETRIN The working landscape has been changing rapidly for years. The new work skills include "critical thinking", for example: This refers to meaning-making skills. It is about the ability to attach deeper meaning and/or importance to things. Equally important is "adaptive thinking" and therefore the ability to react to unexpected situations. More specifically, the ability to develop solutions and responses outside of routine and rule-based circumstances, and I would also like to mention "virtual teamwork" as a very important skill. Connective technologies make it easier to collaborate, share ideas and work efficiently despite physical separation. However, they also require a new set of skills.

MK How does an association like Swiss Marketing manage to constantly adapt to new technologies and developments?

PETRIN By networking with strong partners. You can find them on our new website in the "Partners" section.

MK How would you rate the general level of Swiss (further) education in the areas of marketing and communication?

PETRIN One constant in all this dynamism is the pleasing finding that Switzerland has an above-average and diverse education and training landscape. Malicious tongues speak of a jungle here. I recognize an extremely vital ecosystem in a jungle. There is something suitable for everyone, but you have to actively look for it.

MK Where do you still see an urgent need for action?

PETRIN We must be even more successful in bringing the new technologies and their potential into the world of SMEs. Despite the pressure of everyday life, it must be possible to free up time to deal with the future viability of existing and new business models. And this raises questions about the necessary skills and enabling measures.

MK To what extent can the Swiss Marketing Association actively contribute to further improving the level of education?

PETRIN With hard work. By this I mean that we have to work persistently and in cooperation with the business community on the job profiles that are important to us and the associated federal examinations. After the reform is always before the reform of job profiles and qualifications.

MK A look at the national marketing and advertising scene: what characterizes a good campaign for you?

PETRIN It creates authenticity and uniqueness through a clear message; trust in a brand. And above all, it does not promise more than the company can deliver, because we are confronted with our own statements and measured against them ever more quickly on digital channels.

MK Are there enough well-trained Swiss professionals in the marketing departments of national companies and advertising agencies?

PETRIN For me, "lifelong learning" applies. Sufficiently good is not enough to be excellent.

MK As a result of cost pressure, more and more people are being brought in from Germany. A problem from your point of view?

PETRIN In my opinion, this is a thesis that is absolutely not true and which I therefore do not comment on.

MK Back to the turn of the year: your biggest wish for 2018?

PETRIN That we in Switzerland and Europe complain less and create positive visions for the future. In my opinion, we are latently suffering from a social nocebo syndrome. We see dangers in many developments and innovations and fear damage. I would like to see a mindset that shapes and accompanies progress with confidence, without naivety and with healthy (self-)trust.The associationSwiss Marketing (SMC) is the professional and trade association for marketing specialists. It brings together the expertise of almost 4000 specialists and managers from various sectors. Swiss Marketing also aims to serve as a springboard for career development for professionals with practical experience. Apprenticeship graduates with a certificate of proficiency can take advantage of the wide range of training courses in the field of marketing and further develop their careers in the system of higher vocational education and training. The strength of higher vocational education and training is that it is significantly influenced and co-directed by the economy through renowned organizations in the world of work - such as Swiss Marketing. This ensures optimal proximity to the economy. At Swiss Marketing, there are two higher education paths to choose from for various professions in the field of marketing.About the personPeter Petrin (51) is Head of Education and a member of the Central Board of the Swiss Marketing Association (SMC). He has been Rector of the Zurich University of Applied Sciences (HWZ) since January 2017, having previously managed and developed the SIB Swiss Institute of Business Administration for eleven years. Petrin holds a doctorate in business administration, a degree in business administration from the University of St. Gallen (HSG) and several years of experience in various management positions at the AKAD Group (now Kalaidos).