Lifelong learning
Swiss universities are starting the new year with innovative marketing and communications training courses. The courses on offer range from "Customer Psychology" and "Scientific Communication in Social Media" to "Augmented and Virtual Reality".
Demand for continuing education programs at Swiss universities of applied sciences and universities remains high despite the pandemic. Over the past two years, however, a high degree of flexibility has been required: faculty and students have had to repeatedly adapt to new teaching situations and safety measures. At times, classes were held exclusively online; at other times, they alternated between in-person and online formats. These adjustments did not come without their benefits. «After nearly two years of the pandemic, we’ve learned that digital teaching cannot replace in-person learning, but it can certainly enhance it,» says Saverio Genzoli, spokesperson at the Lucerne University of Applied Sciences and Arts (HSLU). The rapid transition to online instruction led to a very fast learning process. In addition, during the first wave, many companies and employees realized that they needed to expand or update their knowledge, particularly in digital marketing or internal communications. The transition within the universities was enormous, and valuable experience was gained in organizing and conducting online classes. Over the past two years, continuing education participants have also become accustomed to online formats and recognize their advantages. It is clear that there will always be situations in which digital teaching can be used effectively—even after the pandemic. However, it is also clear that in-person instruction offers distinct advantages for acquiring new knowledge that cannot be replaced. A lasting blend of both formats will shape continuing education in the future, explains Genzoli.
«You should ask yourself what you'd most like to learn and how you should schedule your continuing education.»
Currently, many Swiss universities are offering their programs in hybrid formats; m&k has compiled a selection of the most innovative continuing education programs in the field of marketing and communication:
University of Basel
One of the University of Basel’s successful and well-established programs is the MAS in Marketing Management and Business Development, which will begin again in the spring of 2022. The MAS is designed for working professionals and provides a portfolio of in-depth knowledge, expertise, and diverse practical experience. Active participation in the learning processes of the MAS in Marketing Management and Business Development strengthens participants’ abilities in conceptual and strategic planning and execution, and combines these with implementation-oriented considerations for the sustainable design and optimization of the various interconnected activities aimed at acquiring and developing business areas and markets, in market development, and for customer acquisition.
In addition, the university offers various courses under the title «Scientific Toolkit,» including “Scientific Communication on Social Media.” Through hands-on exercises, this continuing education course provides an introduction to scientific communication on social media and offers practical tips and tricks on how to make effective use of relevant networks.
hwz Zurich University of Applied Sciences
The CAS Business Creation & Marketing Strategy program is part of the MAS Marketing Excellence program at HWZ and focuses on digital channels and marketing strategies that promise success even with small budgets and in a very short time. The program is designed for individuals who wish to develop and implement all stages of a real-world product or service as part of this CAS.
ZHAW Zurich University of Applied Sciences
The ZHAW School of Management and Law offers the CAS in Marketing Management for SMEs & Startups, which equips participants with the necessary skills to successfully manage marketing in SMEs and startups. This is not a continuing education program in the traditional sense, as students work on a business case throughout the entire course—from analysis and development to the implementation of their own marketing roadmap. The School of Management and Law also offers the CAS in Customer-Centric Transformation, in which participants learn what it takes to make a company or organization customer-centric. The program teaches how a company’s transformation can be aligned with customer needs. Last year, the Department of Applied Linguistics launched the CAS in Innovation in Journalism, which is offered in collaboration with the MAZ Luzern. Against the backdrop of ongoing changes in technology, media use, and professional roles, this program teaches new skills in the journalistic process of topic selection, research, reporting, communication, and interaction. Furthermore, the department is planning a new CAS program for those entering or transitioning into the field of PR/corporate communications, which is intended to complement the existing CAS programs for established communications professionals, such as the CAS in Digital Transformation or the CAS in Community Communication.
University of Applied Sciences of Graubünden
In addition to the CAS Augmented and Virtual Reality program—which is still very new and therefore highly relevant—the CAS Digital Communication Excellence and CAS Urban Forestry certificate programs are very popular. The CAS Digital Communication program focuses on skillfully planning, implementing, and taking responsibility for the opportunities presented by digital transformation as part of a leadership strategy. The CAS Urban Forestry program is designed for participants who wish to shape urban living spaces in a sustainable manner and develop a more integrated perspective on urban development and the management of urban ecosystems.
A classic continuing education program is the IMK Media Course in journalism. The newest addition to the Marketing and Communication department at the University of Applied Sciences of Graubünden is the CAS in Mindful Communication and Innovation, which will be offered starting in the fall of 2022.
Lucerne University
Understanding what makes customers tick and what motivates them is at the heart of the CAS in Customer Psychology. The program focuses on identifying psychological processes and applying them to marketing and communication. A customer-centric approach and targeted data analysis are central elements of HSLU’s continuing education offerings. In fall 2022, new programs in the areas of strategic content marketing, marketing automation, and customer experience management will be launched, applying this understanding of customers to address the challenges of the second wave of digitalization. All programs are designed to provide guidance, instill methodological confidence, and offer professional support in the design and implementation of participants’ own change initiatives.
A Ray of Light in the Continuing Education Jungle
The current range of continuing education programs is wide and varied. How can you find the program that best suits your personal career goals? Continuing education experts at Swiss universities recommend attending continuing education and alumni fairs, as well as seeking advice from career counselors and professional associations. Also important are personal networks, direct recommendations from colleagues and friends, advertisements on social media and in trade journals, and the experiences of fellow professionals. In addition, you should ask yourself where your personal interests lie, what you’d most like to learn, and how you plan to structure your continuing education schedule.The universities themselves are also good places to start and offer relevant search options on their websites. For example, the Lucerne University of Applied Sciences and Arts (HSLU) recently launched a continuing education configurator designed to make the initial selection easier for those who are just beginning the decision-making process (www.hslu.ch/de-ch/hochschule-luzern/weiterbildung/weiterbildungs-konfigurator/#/). Other universities of applied sciences and universities have similar tools. In addition, the institutions offer information sessions as well as individual consultations with program directors for those interested. This is particularly important when choosing the right CAS programs, as it allows for a personalized approach that takes into account one’s personal and professional situation, as well as individual needs and expectations. For candidates who already know what kind of continuing education they are looking for, online research can be helpful. For systematic searches, there are continuing education databases, such as www.swissuni.ch/swissuni-datenbank/ (for university-level continuing education) or www.bildungspool.ch (for other continuing education programs).
