Applied Product Management: HWZ launches CAS with high practical relevance

At school, students learn marketing theories such as the 4 or 7 "P's" - Product, Price, Promotion, Place, Physical Evidence, Process, People. The new CAS "Applied Product Management" at the HWZ University of Applied Sciences in Business Administration Zurich aims to provide participants with answers to the wide range of everyday questions in product management. To this end, the course focuses on putting the theory learned from Bachelor's degree courses into practice. It also provides tips and tricks for starting out in product management.

The lecturers include product managers who talk from the inside, discuss case studies or shed light on one of the "P's". Suppliers of product managers also explain what is behind their area of expertise and what they need to know in order to work efficiently and effectively with product management.

Classes are held at Lagerstrasse in Zurich. However, because the focus is also on applicability, packaging manufacturers, major distributors or visual merchandisers and advertising technicians are visited on site.

The CAS is led by Stephan Feige, head of the specialist unit for authentic brand management and managing director of the management consultancy Htp St. Gallen, and marketing expert Elyne Hager. m&k advertisingweek.ch asked the co-director of studies five questions about continuing education.

Why is the HWZ now offering a CAS in "Applied Product Management"?

Stephan Feige: Product management is responsible for the success of a product or service throughout its entire life cycle. From the cradle to the grave - so to speak. The new CAS Applied Product Management HWZ focuses on implementation and allows graduates to join the program immediately afterwards and take on responsibility. Participants receive answers to the many questions that arise in the everyday life of a product manager.

Why another CAS? What distinguishes this degree program from other product management programs?

Elyne Hager: This CAS is extremely practice-oriented and comprehensively examines all aspects of product management. It focuses on putting the theory learned from Bachelor's degree courses into practice and provides tips and tricks for getting started in product management. It is taught exclusively by experts from the business world and uses cases from various industries and product fields.

Who should consider this degree program and why?

Fig: We offer ambitious people with a customer and market-oriented mindset and initial experience in marketing the opportunity to acquire the knowledge for their next career step with overall responsibility for a product at high speed.

What can participants expect after completing the course?

Hager: You can fully assume the function and associated responsibility of a product manager. You can lead projects in this area and bring them to a successful conclusion. You will understand the most important aspects of product management. You will also know which internal and external partners are required for success and how to manage them.

How do you see the future of product management?

Fig: A product manager will continue to be the CEO of a product or service in the future. The challenge will be to master the diverse developments in the market so that the entrusted product/service always remains attractive to users and does not become obsolete. This requires an open mind and the ability to connect with the right knowledge specialists.

Interested parties can find here more information about the new CAS and can also register for the online information event on June 25, 2024.