What is the Swiss Academy of Marketing Science and what does it want?

On the occasion of the "Night of the Brand" on June 5, Prof. Dr. Thorsten Tomczak revealed the secret of the institution that boldly and ambitiously calls itself the Swiss Academy of Marketing Science. It aims to act as a link between the interested public and marketing professorships. The range of activities is broad and includes the stimulation of marketing research, the expansion of cooperation between Swiss universities beyond the Röstigraben and the creation of high-quality education. The news of the Academy's foundation has been met with much applause and raised expectations. At this stage, promising future activities are already apparent, particularly in the area of continuing education.

A good response to the current situation

Gray and black clouds hang over Swiss universities. The Erasmus program is under threat, the state's cornucopia is running dry. The competition from the universities of applied sciences is self-confident. It seems that the tightening situation also represents an opportunity. Pressure from outside is creating allies. The Swiss Academy of Marketing Science wants to have an impact both internally and externally. Internally, it defends marketing that works scientifically and moves closer to practice. Externally, it emphasizes the relevance of Swiss research activities.

Two awards as signals of the goals (and values) pursued

The first award, the Rigour & Relevance Research Award, was presented to researcher Prof. Dr. Reto Hofstettler, who began his career at the University of Bern, continued at the University of St. Gallen and now teaches at the University of Lugano. The laudatory speech was given by Thomas Amstutz, CEO of Feldschlösschen Getränke AG and president of the jury. His research work was honored with the clear indication that the work itself and the results were understandable and of great practical benefit. The second award, the Swiss Academy of Marketing Science Award, went to Dr. Dominique von Matt. As co-founder and Chairman of the Board of Directors of what is currently probably the most successful Swiss advertising agency, he has been taking the time for years to introduce students at the University of St. Gallen and other universities to agency work. Here, the connection between practice, teaching and university is realized at the highest level. Prof. Dr. Harley Krohmer from the University of Bern and Vice President of the Swiss Academy of Marketing Science gave the laudatory speech.

The first cooperation project: a Master's program

The name elements "Academy" and "Science" refer to education and educational projects. In a market that is not transparent, the aim is to create courses that meet the highest standards. The Swiss Academy of Marketing Science becomes the umbrella brand for educational products. It thus guarantees modularity at various venues, in effect a quality standard. An initial project is underway at the Universities of Bern and St. Gallen. Two CAS courses will be offered in Bern and one CAS course in St. Gallen. Further building blocks for a planned Master's degree will come from both institutions. The first CAS course in Marketing Management and Sales has already been successfully completed and starts on 18. 9. 2014. Details can be found at www. imu-weiterbildung.ch. Prof. Robert Hasenböhler, Head of Continuing Education at the Institute of Marketing and Management at the University of Bern, is optimistic: "We are a little surprised by the success of this first course ourselves, but we are very pleased."

And what else?

It is obvious that further services are provided by the Academy: it assumes the patronage of high-quality events. It supports publications. It represents both science and the Swiss marketing community. In any case, those responsible will not run out of work. www. academy-of-marketing-science.ch (red)