Contents
The certificate courses of the Institute of Marketing at the University of Bern provide participants with marketing knowledge from a comprehensive and modern perspective. We want to convey the current state of the art in marketing so that our courses benefit people in practice. The rapid and successful implementation of the course content is our most important concern. To this end, we have developed our own didactic concept: After each module, the content is transferred to your own company project. In this way, our CAS courses help students' personal careers and at the same time offer their companies immediate and tangible benefits.
Target audience
The CAS courses are generally open to all interested parties. There is no fixed academic entry barrier (admission "sur dossier", also possible without a Matura). First and foremost, the applicant's intended or already performed function and qualifications count for admission. The CAS courses are aimed at people who have already acquired prior knowledge through training and practical experience and would like to supplement their practical experience with sound university knowledge at the highest level.
The degree and continuing education, further training
By passing the two examinations (group work and final examination) and successfully completing the course work, you will receive the
"Certificate of Advanced Studies (CAS)
as an official diploma of the University of Bern with the signature of the dean and the course director.
After completing three CAS courses and writing a Master's thesis, you will receive the
"Executive Master of Business Administration (EMBA)
in Marketing Management. One of three CAS courses can be completed externally and is credited towards the EMBA.
Costs of continuing education, further training
The fees for a CAS course amount to CHF 11,800. This amount can be paid in two installments and includes all services, textbooks, supervision of the certificate thesis, examinations and the certificate.
The costs for the Master's thesis amount to CHF 3,000 and include the supervision and presentation of the Master's thesis. If all three CAS courses are completed at our institute, these costs can be waived.
Organization
The CAS courses consist of 8 modules. Each module lasts 3 days and takes place once a month. The modules are from Thursday to Saturday (once per course 4 days, from Wednesday to Saturday). The teaching times are Wednesdays, Thursdays and Fridays from 8.30 to 17.00. On Saturday from 8.30 to 15.00.
Each CAS course includes a group project (takes place in the 5th module), a final examination (takes place approx. one month after the end of the course) and a CAS paper (written during the entire course).
Certificate of Advanced Studies (CAS) Digital Transformation
Next start: April 25, 2024
As a result of digitalization, companies, other organizations and administrative institutions are under great pressure to change. This pressure cannot be countered with the use of additional technology alone. Organizations need new business models, new strategies and new processes in order to exploit the potential of the new technology. Those who succeed in this will open up new opportunities.
This CAS course enables students to develop and implement innovative options for action. Concepts, methods and tools serve as inspiring examples of how digital transformation can be successfully managed. Cross-module transfer work, which is supervised by assigned experts, supports the rapid and specific implementation of what has been learned. Participants repeatedly confirm that this transfer work creates a high level of practical added value.
The CAS course consists of the following eight modules:
- Module 1:The basics of digital transformation
- Module 2:Technological building blocks of the digital transformation
- Module 3:Recognizing and evaluating disruptive technologies
- Module 4:Achieving strategic goals with digitalization
- Module 5:Digital transformation of processes and services
- Module 6:Experiencing the digital transformation in practice
- Module 7:Project management in the digital transformation
- Module 8:Change management in the digital transformation
Certificate of Advanced Studies (CAS) Market-oriented Business Administration
Next start: May 23, 2024
This CAS course teaches you the basics of business administration. From a strategic perspective, we teach you planning models and the basics for implementing strategies
and the associated controlling via strategic and financial indicators. A company simulation at the end of the course demonstrates the interaction of instruments, functions and processes in a company.
This course is aimed at decision-makers who need to understand the interrelationships of corporate management from a market and customer-oriented perspective. We have engaged top-class lecturers from universities, Universities of Applied Sciences and the business world.
The CAS course consists of the following eight modules:
- Module 1:Strategic management
- Module 2:Business development and intrapreneurship
- Module 3:Financial basis and annual financial statements
- Module 4:Controlling and performance management
- Module 5:Change management and innovation
- Module 6:Digitalization and new technologies
- Module 7:Leadership
- Module 8:Market-oriented management: business game
Certificate of Advanced Studies (CAS) Online Marketing and Social Media
Next start: August 2024
The digital transformation has long since found its way into marketing and communication. The terms online marketing and social media are now widely known. What is less well known, however, is how to use the new media and technologies in a targeted manner. Companies therefore need specialists and experts. They are supposed to implement the new marketing. These specialists are in great demand and the market has dried up accordingly. The CAS course in Online Marketing and Social Media enables students to implement modern and digital marketing and thus provides companies and organizations with the expertise they urgently need.
In eight course modules, we teach the craft of online marketing. Students receive tools, methods and best practices that they can immediately apply to projects from their own business environment. In the practical part, we provide input from current research and literature so that students can continue to develop themselves. This training and continuing education, further training thus forms an important building block for personal future viability and that of one's own company.
The CAS course consists of the following eight modules:
- Module 1:Online marketing strategy
- Module 2:Customer Experience Management (CXM)
- Module 3:Social Media Marketing
- Module 4:Content marketing and community management
- Module 5:Online marketing campaigns
- Module 6:Search engine advertising
- Module 7:Search engine optimization and e-mail marketing
- Module 8:Recognize and implement potential for improvement
Certificate of Advanced Studies (CAS) Brand Management and Communication
Next start: September 2024
Today, brands are far more than just sales tools. They have long since become areas of identification for broad sections of society. The course on brand management makes strategic brand management transparent, tangible and understandable. It also builds a bridge to contemporary brand communication that takes target groups and their needs into account. It highlights all aspects - from the development and implementation to the control and adjustment of brands. Cases and practical examples make the course comprehensible at all times. This opens up practical ways of designing brands and provides participants with a set of tools that make the brand experience tangible.
The CAS course consists of the following eight modules:
- Module 1:Basics of brand management and communication
- Module 2:Understanding markets, people and brands
- Module 3:Developing brands strategically
- Module 4:Managing brands correctly in the digital age (Part 1)
- Module 5:Managing brands correctly in the digital age (Part 2)
- Module 6:Managing challenging situations and stakeholders
- Module 7:Leading brands inwards
- Module 8:Evaluate, measure and protect brands
Certificate of Advanced Studies (CAS) Tourism and Digitalization
Next start: September 2024
Tourism is fascinating, but the framework conditions present tourism professionals with major economic, technical, social and environmental challenges. The digital transformation is in full swing and opens up numerous opportunities and risks. As part of the CAS course "Tourism and Digitalization", participants learn to grasp and understand the exciting complexity of tourism in the digital transformation. They are enabled to make strategic decisions against the backdrop of a networked world and to apply tourism management methods and tools. The cross-module CAS work supports the specific implementation of what they have learned and creates practical added value for their own field of activity.
The CAS course consists of the following eight modules:
- Module 1:Basics of tourism and business management
- Module 2:Technical and legal basis for digitization
- Module 3:Quality management and experience setting
- Module 4:Environmental economics and corporate responsibility
- Module 5:Online marketing and social media
- Module 6:Destination management and networking (field trip)
- Module 7:Digital transformation of companies
- Module 8:Tourism policy and outlook
Certificate of Advanced Studies (CAS) Marketing Management and Sales
Next start: November 4, 2024
We are pleased to present to you a certificate course that approaches marketing from a comprehensive and modern perspective. In addition to classic marketing and sales, this naturally also includes newer aspects from the digital world. The course will be held for the 8th time in fall 2021. With this CAS course, we convey the current state of marketing as it benefits professionals in practice.
We place great emphasis on the connection to business practice. After each course module, the content is transferred to a freely selectable company project. The University of Bern provides the experts who advise and support the continuing education students in their practical work.
The CAS course consists of the following eight modules:
- Module 1:Customer behavior and marketing strategy
- Module 2:Market analysis and marketing planning
- Module 3:Product, innovation and price management
- Module 4:Branding and communication management
- Module 5:Sales strategy and sales management
- Module 6:Digital marketing
- Module 7:B2B marketing and service marketing
- Module 8:Implementation of the marketing and sales strategy
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