m&k: Stefan Vogler, Andrea Bison is joining the HWZ team as a communications expert. How did that come about?

Stefan Vogler: I was specifically looking for a high-profile personality from the agency scene to jointly develop and manage my proven course. Andrea Bison was my preferred candidate, who was also recommended to me by several people. And to clarify: like me and most program directors at the HWZ, she will take on the role of co-head of the program on a part-time basis. This fits in with the HWZ's profile as the most practice-oriented and entrepreneurial business school in Switzerland. The majority of lecturers are also experts from the field. After each module of our CAS Best Practices, there is now input on current topics and campaigns from the responsible CMOs, agencies and researchers. The choice of Andrea Bison also shows that our CAS is suitable for marketing and communication professionals in companies and agencies. This exchange takes place intensively in the CAS and the mutual understanding is an important additional benefit for the participants from both sides.

What are the challenges for future CAS graduates in the field of communication? What do they need to learn?

What remains are the basics for marketing communication professionals such as Campaign Management, Touchpoint Management, Strategic Brand & Communication Management, Partnership Management & Cultural Marketing or Marcom Controlling. Newly integrated or more in-depth topics include Behavioral Sciences & Communication, Concept Development, a Deep Dive Shared & Paid Social Media, an Audio & Video Media Production Workshop in two studios, Marcom in the Age of GenAI, Marcom Data Sciences & Management and Marcom Automation. In general, technology and the use of the latest relevant tools play an important role - a file rouge as required. And on the second-last day of the course, we go on another study tour. With the last course, we visited Ochsner Sport, Axa, SRF and Wirz. The students were thrilled with the in-depth insight that the hosts gave us.

To what extent will Andrea Bison offer added value?

With her immense experience in the strategic-conceptual development of effective marketing communication and campaign management. The co-founder of the award-winning agency Thjnk, advertiser of the year 2024 and ADC board member is also responsible for internal training in the Thjnk Group in the DACH region and the implementation of GenAI. Both are central for and in our CAS.

Who is the CAS recommended for?

For marketing and communication experts from companies, SMEs, start-ups, NGOs, NPOs, consultants from agencies and the self-employed who want to ambitiously reach the professional level in marcoms.

For more than a decade, Prof. Dr. Brian Rüeger built up and led the Institute for Marketing Management (IMM) at the Zurich University of Applied Sciences (ZHAW), driving its development into the largest university-level continuing education institution in the field of marketing in Switzerland. In 2022, he was recognized internationally by ACEEU as «Male Entrepreneurial Leader of the Year» (runner-up) for his achievements. Prior to that, he gained entrepreneurial experience as a consultant to international companies in the areas of new markets and technologies, as a serial entrepreneur of various high-tech startups, and as Managing Director for EMEA at a publicly traded American company. He earned his Ph.D. in 2015 from the University of Zurich in the field of service innovation and service management in Swiss companies.

A Reliable Academic Partner

«Companies in Switzerland need a university that helps them meet current and future challenges. HWZ graduates are already highly sought after in today’s job market because they are equipped with the latest tools at every level. Numerous decision-makers from various industries have confirmed this to me, and it is also evident in the impressive careers of our alumni. Outstanding work is being done at HWZ at every level. HWZ’s responsiveness and close ties to the business community make it a reliable academic partner for all companies. We will continue on this path and become the most entrepreneurial university in Switzerland,» says the new rector, Brian P. Rüeger. 

"In Prof. Dr. Brian P. Rüeger, we have found the ideal candidate. His impressive track record and entrepreneurial experience make him the perfect successor to Prof. Matthias Rüegg as Rector of the HWZ. We are very much looking forward to working with him.", says Sascha M. Burkhalter, CEO of HWZ.