Certificates for successful storytelling
Successful debut at the MAZ: 16 students working in corporate communications have completed the new CAS in Brand Journalism & Corporate Storytelling.
The graduates successfully completed the first CAS (Certificate of Advanced Studies) "Brand Journalism & Corporate Storytelling" on August 10 with the presentation of their final project, a self-produced video or multimedia report. The practice-oriented course of study is unique in Switzerland. It is offered by the Swiss School of Journalism MAZ in cooperation with the Lucerne University of Applied Sciences and Arts (HSLU). In the thematically wide-ranging teaching modules, participants acquired and trained both technical and strategic knowledge relating to brand communication. "We have obviously struck a nerve with corporate communicators and agencies with this CAS," says study director Elmar zur Bonsen. "The topic of the CAS is highly topical. Everyone is talking about storytelling and content marketing. But there is still a lack of sound know-how in many cases."
The MAZ has now closed this gap. Experienced lecturers from companies, agencies and media houses taught the graduates how brands can be "charged" with information and emotions through skilled journalistic storytelling, how suitable topics can be generated, implemented in multimedia and distributed via various media channels. Thanks to intensive coaching, the CAS graduates have also acquired new skills in the conception and production of videos.
Participants:
Sara Allerstorfer; Armin Barmet; Reto Beglinger; Carmen Bernhard; Daniela Biedermann; Steve Gaspoz; Carmen Huth-Evenson; Jasmin Kleinberger; Thomas Lüthi; Tessa Marina Meier; Sheila Moser; Beat Reck; Bjørn Schaeffner; Catia-Cristina Tschuor; Annett Wolters; Stefani Zemp
