"Andrea Bison was the ideal candidate for me"
Stefan Vogler, HWZ course director for the CAS Marketing Communications course, has been able to recruit Andrea Bison to co-lead the course. The advertiser of the year fits in perfectly with the profile of the HWZ as the most practice-oriented and entrepreneurial business school in Switzerland. He reveals more details in the interview.
m&k Andrea Bison joins the HWZ team as a communications expert. Congratulations on this? How did this come about?
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.
Where will Andrea Bison offer added value?
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 board member of the ADC is also responsible for internal training in the Thjnk Group in the DACH region and the implementation of the 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.
