m&k issue 1/2011

MARKETING

INTERVIEW Feldschlösschen brand with corporate social responsibility TITLE STORY World Ski Championships 2011: "Festival in the snow" - also for sponsors As far as the marketing of the FIS Alpine World Ski Championships 2011 is concerned, the concept has changed quite a bit. True to the motto "Do good and talk about it", sponsors are shedding more light on the jungle of sports rights marketing. MARKETING TROPHY Eleven marketing campaigns nominated for the Marketing Trophy SPORTMARKETING Is the sports sponsorship market on the verge of upheaval? ASSOCIATION CONTRIBUTION SMC Swiss Marketing

ONLINE

INTERVIEW Separating online and offline marketing is the wrong approach SOM Digital marketing made in Switzerland E-SHOPS Search & find in e-shops SEARCH ENGINE MARKETING What are your customers looking for?

COMMUNICATION

MARKETINGWORLD 2011 Trend fair for promotion  STATE OF THE ART Audi is successful on the ski slope and in the pipe TESTIMONIAL Big winners attract a lot of attention HOSPITALITY The event industry has evolved OUTDOOR ADVERTISING Organizers set the tone ASSOCIATION CONTRIBUTIONS Swiss Direct Marketing Association Swiss advertising

MEDIA

INTERVIEW BLICK GROUP Looking ahead to the digital future Sport is still one of Blick's core competencies, but much else has changed since Managing Director Caroline Thoma took up her post. The readership has become younger, the offering more digital. And that was just the beginning. Read more about the future of Ringier's most important publications in Switzerland in the MK interview. SPORTS SPECIALS If you want to earn money, you can't launch a sports magazine SUNDAY NEWSPAPERS Sports section deliberately geared towards men and women EPIPHANY CONFERENCE Quality crisis in the media is exaggerated

EDUCATION

MARKET OUTLOOK Dynamism and constant change are required Flexibility, specialization, close practical relevance: this is what the economy expects from marketing and communication specialists in 2011. This development has radically changed the requirements profile for specialists in the sector. A clear mandate for providers of further training. A recent MK survey shows how they are dealing with this. INTERVIEW "Social media is becoming more important in all sectors" NEWS Diploma in Sports Marketing at ESB Academy COMMUNICATION MANAGER Diploma for 22 communication managers

HEADLINES

Portrait  Meeting Points  Location of the month  Source of supply index  Scene

COVER

1/11 Cover photo: clicdesign ag, Bern