Emex Forum by Swiss Marketing: Where specialist knowledge is put into practice
Three days that belong on everyone’s calendar: August 25–27, when Emex takes place in Zurich. At this hub of the local marketing scene, the topic of training will play a major role this year. At the Emex Forum by Swiss Marketing, professionals will explore the topic in a way that benefits everyone.
If you want to get ahead, you know it. Anyone who takes a look at the organizational structure of their company knows it too. And if you keep your eyes and ears open in your professional life, you'll be in the picture anyway: working practice beyond borders, understanding other cultures and business mentalities opens up new horizons and allows you to reap a personal "foreign return", so to speak. If you know how. And if you know what your professional qualifications abroad are really worth.
This question is precisely one of the burning issues that will be discussed and negotiated at Emex in Zurich from August 25 to 27. More specifically: at the Emex Forum by Swiss Marketing (SMC). On this marketing stage and specialist knowledge platform, the first day will be devoted entirely to training and further education. This Tuesday alone is worth the trip to Zurich to Emex, the largest Swiss trade fair for marketing, communication, events and promotion. In addition to many new aspects and content, the Emex Forum by Swiss Marketing will draw on familiar elements that have proven their worth. For example, with the engagement of SF presenter Stephan Klapproth, who already moderated the forum competently and enthusiastically last year.
From practice, for practice
Dr. Peter Petrin's lecture on Tuesday, 25 August, is essential for understanding the Swiss education system and its strengths. The Director of the Swiss Institute of Business Administration (SIB) will explain what approaches exist for the international recognition of federal certificates and diplomas in marketing and sales. Where the advantages of the Swiss education system lie and why the country should not rely on mere academization in the training and further education of leaders. This keynote speech will be accompanied by a round panel of professionals from the education and training scene. The panel includes Michèle Rosenheck, Head of Vocational Training Policy at the Swiss Commercial Association, Dr. Bianka Lichtenberger, Executive Master of Business Engineering, University of St. Gallen, and Dr. Charles Mariauzouls, Human Capital Corporate Leader PricewaterhouseCoopers AG. What the old hands discuss here - which is in no way meant disrespectfully, but rather in reference to their expertise and experience - has what it takes to make all young foxes listen.
First the expert speaker, then the many-voiced in-depth roundtable discussion: What was initiated last year in the Emex Forum by Swiss Marketing will be continued in 2009: "Tangible knowledge transfer from practice," says Uwe Tännler, President of Swiss Marketing. The fact that admission to the trade fair is free for SMC members is an additional goodie. Uwe Tännler sees this first day at the Emex Forum by Swiss Marketing as providing benefits for everyone in a way that focuses on a practical approach: "The competition for further training has become almost unmanageable. In this situation, information and an overview are becoming increasingly important." A topic that of course does not end in St. Margrethen: "In the age of globalization and disappearing borders, the international recognition of our qualifications is of great importance."
The young voice
Earlier that evening, the topic of training and further education will be explored in greater depth. Werner Herde, Chairman of the Board of imBA AG, international marketing Brain academy, will demonstrate how much the training of successful marketing professionals is nourished by practical experience - and thus also show ways forward in practice. This program item, moderated by Pierre C. Meier, Editor-in-Chief of Werbewoche, will also bring a reunion with Evelyn Weber, who we accompanied in five steps on her way to the federal certificate. She represents the young voice on this "Training Day" and shows once again how the path leads from the initial idea of in-depth further training to the day when the certificate is actually in your own hands. Anyone with similar thoughts, anyone who wants to better equip their own school bag, will be equipped here with knowledge from the school bench front.
However, the "Training Day" on August 25 is only the first of a total of three know-how days at the EMEX Forum by Swiss Marketing. After Tuesday, on Wednesday, August 26, the focus will be on the media; on Thursday, the topic of marketing in and of itself will be highlighted. "Marketing Trends 2010" and "Marketing in the Crisis" - a lecture by Prof. Dr. Stefan Michel, Professor of Marketing IMD International, Lausanne, will then be the main topics.
Four "P "s. And four "F"
"We are convinced that the 'knowledge transfer within Emex' concept has proven itself and that the 'short and sweet' formula has been successfully applied," says Tännler. Being able to discuss in a confined space with people who have already taken the leap forward, benefiting from their tips and tricks and taking home new insights themselves - that is one of many "take-aways" that are guaranteed to occur. Or in short: "This is marketing in practice." At the round panels, for example, there is no frontal teaching, but rather the opportunity to ask the experts questions. In this way, the market is not bypassed, but the target group is served sur place with all relevant information. Emotions included: because the evening of August 25, the "Training Day", will end with the MarKom certificate ceremony.
Which means that the four "P's" from the marketing mix at the Emex Forum by Swiss Marketing can be supplemented with four "F's": Meet friends. Ask questions. Focus. And reap the rewards. After all, anyone who has earned a certificate after a thorough course of study will probably want to greet it in the right form.
Any bets that the new and veteran marketing professionals will give the term "Feierabend" a meaningful and coherent coinage at Emex?
Andreas Güntert
This question is precisely one of the burning issues that will be discussed and negotiated at Emex in Zurich from August 25 to 27. More specifically: at the Emex Forum by Swiss Marketing (SMC). On this marketing stage and specialist knowledge platform, the first day will be devoted entirely to training and further education. This Tuesday alone is worth the trip to Zurich to Emex, the largest Swiss trade fair for marketing, communication, events and promotion. In addition to many new aspects and content, the Emex Forum by Swiss Marketing will draw on familiar elements that have proven their worth. For example, with the engagement of SF presenter Stephan Klapproth, who already moderated the forum competently and enthusiastically last year.
From practice, for practice
Dr. Peter Petrin's lecture on Tuesday, 25 August, is essential for understanding the Swiss education system and its strengths. The Director of the Swiss Institute of Business Administration (SIB) will explain what approaches exist for the international recognition of federal certificates and diplomas in marketing and sales. Where the advantages of the Swiss education system lie and why the country should not rely on mere academization in the training and further education of leaders. This keynote speech will be accompanied by a round panel of professionals from the education and training scene. The panel includes Michèle Rosenheck, Head of Vocational Training Policy at the Swiss Commercial Association, Dr. Bianka Lichtenberger, Executive Master of Business Engineering, University of St. Gallen, and Dr. Charles Mariauzouls, Human Capital Corporate Leader PricewaterhouseCoopers AG. What the old hands discuss here - which is in no way meant disrespectfully, but rather in reference to their expertise and experience - has what it takes to make all young foxes listen.
First the expert speaker, then the many-voiced in-depth roundtable discussion: What was initiated last year in the Emex Forum by Swiss Marketing will be continued in 2009: "Tangible knowledge transfer from practice," says Uwe Tännler, President of Swiss Marketing. The fact that admission to the trade fair is free for SMC members is an additional goodie. Uwe Tännler sees this first day at the Emex Forum by Swiss Marketing as providing benefits for everyone in a way that focuses on a practical approach: "The competition for further training has become almost unmanageable. In this situation, information and an overview are becoming increasingly important." A topic that of course does not end in St. Margrethen: "In the age of globalization and disappearing borders, the international recognition of our qualifications is of great importance."
The young voice
Earlier that evening, the topic of training and further education will be explored in greater depth. Werner Herde, Chairman of the Board of imBA AG, international marketing Brain academy, will demonstrate how much the training of successful marketing professionals is nourished by practical experience - and thus also show ways forward in practice. This program item, moderated by Pierre C. Meier, Editor-in-Chief of Werbewoche, will also bring a reunion with Evelyn Weber, who we accompanied in five steps on her way to the federal certificate. She represents the young voice on this "Training Day" and shows once again how the path leads from the initial idea of in-depth further training to the day when the certificate is actually in your own hands. Anyone with similar thoughts, anyone who wants to better equip their own school bag, will be equipped here with knowledge from the school bench front.
However, the "Training Day" on August 25 is only the first of a total of three know-how days at the EMEX Forum by Swiss Marketing. After Tuesday, on Wednesday, August 26, the focus will be on the media; on Thursday, the topic of marketing in and of itself will be highlighted. "Marketing Trends 2010" and "Marketing in the Crisis" - a lecture by Prof. Dr. Stefan Michel, Professor of Marketing IMD International, Lausanne, will then be the main topics.
Four "P "s. And four "F"
"We are convinced that the 'knowledge transfer within Emex' concept has proven itself and that the 'short and sweet' formula has been successfully applied," says Tännler. Being able to discuss in a confined space with people who have already taken the leap forward, benefiting from their tips and tricks and taking home new insights themselves - that is one of many "take-aways" that are guaranteed to occur. Or in short: "This is marketing in practice." At the round panels, for example, there is no frontal teaching, but rather the opportunity to ask the experts questions. In this way, the market is not bypassed, but the target group is served sur place with all relevant information. Emotions included: because the evening of August 25, the "Training Day", will end with the MarKom certificate ceremony.
Which means that the four "P's" from the marketing mix at the Emex Forum by Swiss Marketing can be supplemented with four "F's": Meet friends. Ask questions. Focus. And reap the rewards. After all, anyone who has earned a certificate after a thorough course of study will probably want to greet it in the right form.
Any bets that the new and veteran marketing professionals will give the term "Feierabend" a meaningful and coherent coinage at Emex?
Andreas Güntert
Stephan Klapproth, who will be moderating the Emex Forum by Swiss Marketing again this year after 2008.
