Emex 2009: High Tech and High Touch
13,000 visitors, 400 exhibitors - and the Emex Forum by Swiss Marketing right in the middle of it all. During the three fantastic days at the end of August in Zurich-Oerlikon, the latest technology and the latest learning came together. Indispensable for specialist knowledge: the "Training Day", which broadened the horizon right at the start of Emex.
Finding the way to the trade fair in Zurich-Oerlikon, through the turnstile, up the first escalator on the left: the route to the Emex Forum by Swiss Marketing at the end of August was as simple as that. A journey that was worthwhile in many respects. First of all, the high-tech landscape that opened up to visitors was striking: white leather seating, standing desks, a crystal-clear acoustic system and a screen that reached up to the ceiling behind the stage. When the time countdown started on this mammoth screen, when spherical sounds began to play and a globe sank two-dimensionally into the room, it was clear: this was something special. High tech combined with high touch; speakers who touch with their messages and make a difference in the forum.
For the second time since 2008, people met at the Forum by Swiss Marketing, and for the second time it was moderated by SF brand article Stephan Klapproth. It is true that the TV personality was a good six hours early on the first day of Emex - measured against his usual TV appearance time of ten to ten. But that didn't detract from his effervescence: it's unbelievable how the SF anchorman can tackle topics, link strands of thought and market himself in the process. Before a presentation, he was able to give an entertaining tour d'horizon, ranging from Libya, Swiss domestic politics and the USA - always including a few sideswipes at the Bush dynasty - to the gaps in the knowledge of the Swiss Miss candidates: no problem for someone like Klapproth. At the latest when he added the early English to the Miss thing, it dawned on the last people in the packed forum: The "Training Day" had been launched.
Against "schooling"
This first day was opened with a presentation by Peter Petrin, Director of the Swiss Institute of Business Administration SIB, who gave a vivid account of the topic "Internationally recognized degrees in marketing" (see also article on the right). He made no secret of his admiration for the Swiss education system and the diversity offered by higher education on the one hand and higher vocational education on the other - Petrin would probably prefer the reverse order. His message in this regard in a nutshell: "An education system that has made a country as poor in raw materials as Switzerland one of the richest countries must inevitably be one of the best education systems." And, derived from this: "Our education system, in which higher vocational education plays a decisive role, is a central value driver of our economy." Petrin advised against "schooling" and forced academization. However, because the value of diamonds is only recognized by those who know diamonds, the value of Swiss qualifications outside of university must also be clearly demonstrated abroad. The solution is not to harmonize the Swiss education system with other countries, but rather what Swiss Marketing has now created: a standardized European grid in which the skills of young Swiss professionals can be mapped. Keeping the franc, but creating a conversion to the euro, that's what it's all about.
Content for professionals
Of course, the cheeky Klapproth couldn't resist asking a question on the following round panel: How does Dr. Petrin, himself an academic, come to talk down the academic path so much? He countered the typical polarization question in a calm manner: It was not a question of playing off one path against the other. And in his case, that other path besides university was far too little known at the time. On stage, education professionals then crossed swords in a way that provided a lot of content for the professionals present. Michèle Rosenheck, Head of Vocational Training at the Swiss Commercial Association, Bianka Lichtenberger, Executive Master of Business Engineering from the University of St. Gallen and Charles Mariauzouls, Human Capital Corporate Leader at PricewaterhouseCoopers Switzerland. There was a good balance of arguments between the university camp and the part-time path. And supporters of the latter camp were able to note with satisfaction that their Bologna-styled and -steeled colleagues by no means hold a carte blanche for a European career in their hands with their Bachelor's degrees. Mariauzouls: "What counts is experience, education and readiness for the future career path." When he asks his HR colleagues in Europe about their knowledge of Swiss educational institutions, he usually hears that they only know the HSG - and nothing else. Michèle Rosenheck said that from the part-time side, Switzerland has a "premium product that is poorly packaged". However, at least in the marketing professions, things will soon change for the better.
Party potential
The second event on "Training Day" was also exciting, very target group-oriented and close to the audience. "Successful marketing specialist training - from practice, for practice" was the theme of a discussion between Pierre C. Meier, Editor-in-Chief of Werbewoche, and Werner Herde, Chairman of the Board of Directors of imBA AG, International Marketing Brain Academy. In his opening speech, the latter was able to clearly explain the USP of his institute - every lecturer is also a federal examination expert, and the school is geared to the needs of the students. Two real-life examples of in-service training then took to the stage to provide information. Michel Waldmeyer, newly qualified sales coordinator, and Evelyn Weber, newly qualified marketing specialist - known from the series on these pages - commented on the benefits and strains of the training. "Learn more" was what Waldmeyer would do differently, "be more relaxed" was Weber's verdict on a training period that, on the whole, was perceived as good, instructive and satisfying. The excellent idea of having graduates talk about their experiences could probably have reached the ears and eyes of the intended target group even better with a different "broadcasting slot". This is because the graduates of the MarKom admission examination, many of whom are probably interested in taking a professional examination, only came to the forum some time later. But they did so in large numbers.
Towards evening, the Emex Forum by Swiss Marketing was filled to the last square centimeter. Over 300 of the 2350 graduates attended the MarKom certificate ceremony - even though it was a tropical night outside, which would certainly have offered the young people other entertainment options. To stay with the happy hour image: Here, too, it would probably have been possible to add an extra crown to a perfect event. "Those who attended actually deserved a proper party," says Uwe Tännler. Otherwise, however, the President of Swiss Marketing was completely satisfied with the Emex Forum by Swiss Marketing: "We proved that we deliver exciting and up-to-date content, and the knowledge transfer at a high level attracted a large audience." And Tännler was "extremely positively surprised" by the large number of young people at the end of the "Training Day". What started so well on the first day continued over all three days on which the Emex Forum by Swiss Marketing was buzzing.
And because one of the best ideas in marketing is always to anticipate relevant events in good time: Here are three days to add to your hopefully already acquired 2010 agenda today. August 24 to 26, 2010, when the next Emex will take place in Zurich-Oerlikon.
For the second time since 2008, people met at the Forum by Swiss Marketing, and for the second time it was moderated by SF brand article Stephan Klapproth. It is true that the TV personality was a good six hours early on the first day of Emex - measured against his usual TV appearance time of ten to ten. But that didn't detract from his effervescence: it's unbelievable how the SF anchorman can tackle topics, link strands of thought and market himself in the process. Before a presentation, he was able to give an entertaining tour d'horizon, ranging from Libya, Swiss domestic politics and the USA - always including a few sideswipes at the Bush dynasty - to the gaps in the knowledge of the Swiss Miss candidates: no problem for someone like Klapproth. At the latest when he added the early English to the Miss thing, it dawned on the last people in the packed forum: The "Training Day" had been launched.
Against "schooling"
This first day was opened with a presentation by Peter Petrin, Director of the Swiss Institute of Business Administration SIB, who gave a vivid account of the topic "Internationally recognized degrees in marketing" (see also article on the right). He made no secret of his admiration for the Swiss education system and the diversity offered by higher education on the one hand and higher vocational education on the other - Petrin would probably prefer the reverse order. His message in this regard in a nutshell: "An education system that has made a country as poor in raw materials as Switzerland one of the richest countries must inevitably be one of the best education systems." And, derived from this: "Our education system, in which higher vocational education plays a decisive role, is a central value driver of our economy." Petrin advised against "schooling" and forced academization. However, because the value of diamonds is only recognized by those who know diamonds, the value of Swiss qualifications outside of university must also be clearly demonstrated abroad. The solution is not to harmonize the Swiss education system with other countries, but rather what Swiss Marketing has now created: a standardized European grid in which the skills of young Swiss professionals can be mapped. Keeping the franc, but creating a conversion to the euro, that's what it's all about.
Content for professionals
Of course, the cheeky Klapproth couldn't resist asking a question on the following round panel: How does Dr. Petrin, himself an academic, come to talk down the academic path so much? He countered the typical polarization question in a calm manner: It was not a question of playing off one path against the other. And in his case, that other path besides university was far too little known at the time. On stage, education professionals then crossed swords in a way that provided a lot of content for the professionals present. Michèle Rosenheck, Head of Vocational Training at the Swiss Commercial Association, Bianka Lichtenberger, Executive Master of Business Engineering from the University of St. Gallen and Charles Mariauzouls, Human Capital Corporate Leader at PricewaterhouseCoopers Switzerland. There was a good balance of arguments between the university camp and the part-time path. And supporters of the latter camp were able to note with satisfaction that their Bologna-styled and -steeled colleagues by no means hold a carte blanche for a European career in their hands with their Bachelor's degrees. Mariauzouls: "What counts is experience, education and readiness for the future career path." When he asks his HR colleagues in Europe about their knowledge of Swiss educational institutions, he usually hears that they only know the HSG - and nothing else. Michèle Rosenheck said that from the part-time side, Switzerland has a "premium product that is poorly packaged". However, at least in the marketing professions, things will soon change for the better.
Party potential
The second event on "Training Day" was also exciting, very target group-oriented and close to the audience. "Successful marketing specialist training - from practice, for practice" was the theme of a discussion between Pierre C. Meier, Editor-in-Chief of Werbewoche, and Werner Herde, Chairman of the Board of Directors of imBA AG, International Marketing Brain Academy. In his opening speech, the latter was able to clearly explain the USP of his institute - every lecturer is also a federal examination expert, and the school is geared to the needs of the students. Two real-life examples of in-service training then took to the stage to provide information. Michel Waldmeyer, newly qualified sales coordinator, and Evelyn Weber, newly qualified marketing specialist - known from the series on these pages - commented on the benefits and strains of the training. "Learn more" was what Waldmeyer would do differently, "be more relaxed" was Weber's verdict on a training period that, on the whole, was perceived as good, instructive and satisfying. The excellent idea of having graduates talk about their experiences could probably have reached the ears and eyes of the intended target group even better with a different "broadcasting slot". This is because the graduates of the MarKom admission examination, many of whom are probably interested in taking a professional examination, only came to the forum some time later. But they did so in large numbers.
Towards evening, the Emex Forum by Swiss Marketing was filled to the last square centimeter. Over 300 of the 2350 graduates attended the MarKom certificate ceremony - even though it was a tropical night outside, which would certainly have offered the young people other entertainment options. To stay with the happy hour image: Here, too, it would probably have been possible to add an extra crown to a perfect event. "Those who attended actually deserved a proper party," says Uwe Tännler. Otherwise, however, the President of Swiss Marketing was completely satisfied with the Emex Forum by Swiss Marketing: "We proved that we deliver exciting and up-to-date content, and the knowledge transfer at a high level attracted a large audience." And Tännler was "extremely positively surprised" by the large number of young people at the end of the "Training Day". What started so well on the first day continued over all three days on which the Emex Forum by Swiss Marketing was buzzing.
And because one of the best ideas in marketing is always to anticipate relevant events in good time: Here are three days to add to your hopefully already acquired 2010 agenda today. August 24 to 26, 2010, when the next Emex will take place in Zurich-Oerlikon.
