"The HWZ is breaking new ground with this course of study, which can be completed purely online."
The digital marketing landscape is complex and multi-layered. The new CAS Digital Marketing Pro course at the HWZ is designed to help professionals find their way around it. In an interview with Werbewoche.ch, Manuel P. Nappo, Director of the Institute for Digital Business, tells us who the course is suitable for.
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Werbewoche.ch: Manuel Nappo, in November the HWZ will launch the CAS "Digital Marketing Pro" for the first time. Why is there a need for such a course in Switzerland?
Manuel Nappo: Digital marketing know-how is already in high demand today and its importance will continue to grow in the coming years. Moreover, today's rapid development of new tools and trends makes it increasingly difficult to maintain an overview of all digital marketing tools and tactics. Sound knowledge and coordinated application of these tools is becoming a competitive advantage for any company. Accordingly, training offers in this area are important. As an HWZ and pioneer in the digital field, we want to make our contribution here with our own offering. In addition, the Digital Marketing Pro is a purely online course that can be completed flexibly from anywhere and thus adapts to the individual learning rhythm.
Many digital marketing professionals bring a very different set of skills and knowledge to the table. Is there anything new you can teach these people?
The different level of knowledge of the participants is a huge opportunity for CAS courses in digital marketing. Students learn not only from the experts, but also from their own peers. That is modern adult education. I am convinced that we have found an exciting solution via our digital approach to seize precisely these opportunities.
Are you planning to establish the CAS "Digital Marketing Pro" as a kind of "gold standard" in digital marketing in Switzerland? As a CAS that employers also know what to expect?
But of course. The HWZ has always pursued the goal of shaping the market with its training and continuing education offerings. As pioneers in the field of digital, we have been doing this for eight years now. In this respect, this also applies to the brand new CAS Digital Marketing Pro. All the more so, as we are also breaking completely new ground for the HWZ with this course, which can be completed purely online.
How exactly do I have to imagine the course? Are there many days of attendance or can you do most of it "remotely"?
Most of the content can actually be acquired "remotely" - this was also our goal when designing the course. To this end, the content is available digitally to all participants at the beginning of each module. This has the advantage that all participants can determine the learning rhythm themselves. This is already known as "self-paced learning". In addition, the networking factor, which is essential in today's world, should not be neglected. Students should still have the opportunity to get to know each other and the course experts personally and to exchange ideas. Therefore, there will be a total of five attendance days, which will be conducted in the form of a "get-together". The classic frontal teaching in the classroom, however, does not exist.
You cooperate with IAB Switzerland. After which IAB courses is the CAS recommended?
The HWZ has maintained a partnership with IAB Switzerland for some time. Also for this course, a cooperation seemed profitable for both sides. What is special about Digitla Marketing Pro is that we recognize the IAB courses for admission. The CAS Digital Marketing Pro fits well after both the basic course and the advanced course. It is intended as an ideal continuation or consolidation.
Who leads the individual modules?
All module experts of the course are proven and renowned experts. We were able to win Dominic Stöcklin as the course director. He has been a lecturer at the HWZ for several years and has a wealth of experience in digital marketing. In addition, Tobias Zehnder, founder and partner of Webrepublic, Daniel Jörg, partner and Head of Digital Marketing & Research at Farner, and Isabel Steiner, CTO at Car For You, are further experts with years of experience and a great track record. Together, these four experts guarantee an exciting and educational program that teaches participants all the essential tools of digital marketing. We are convinced that with the aforementioned people we were able to put together the perfect team.
Who do you want to target with CAS Marketing Pro?
First and foremost, the CAS Digital Marketing Pro is aimed at professionals from the wider marketing, advertising, communications and media industries. Many professionals have acquired digital marketing know-how "on the job". It is precisely these people who now have the opportunity to consolidate and deepen their knowledge thanks to the Digital Marketing Pro. In addition, with this product we are of course also addressing working people in particular, who would like to determine their own learning schedule and rhythm.
Manuel P. Nappo studied International Management at the HSG University of St. Gallen. After various stopovers at companies such as Red Bull and GroupM, he was hired in 2010 by the HWZ Hochschule für Wirtschaft Zürich as head of the CAS Social Media Management program. Since 2014, he has been head of the MAS Digital Business and the Institute for Digital Business at the HWZ. In 2019, he launched the Executive EMBA Digital Leadership. His main areas of focus are: Digital Leadership, Exponential Digital Business and Transformation, Digital Talent as well as Social Media Strategy, Personal Branding in Social Media and Digital Culture. In 2013, Nappo received the title of Digital Pioneer of the Year from the IAB for his contribution to digital education and training. In 2014, he was voted "Thought Leader of the Year" by the readers of Marketing & Communication magazine.
