How do you stay visible when prospective students turn to AI instead of Google—and how do you hold your own in an increasingly competitive further training market? The 2026 Marketing Event provides the answers: the latest studies on competition in continuing education, further training, and concrete GEO and referral marketing strategies.

Contents at a Glance:

  • Competition in the Swiss Education Market.What are the real trends shaping adult education right now—and what does that mean for your 2027 marketing strategy?
  • GEO-Marketing (AI Search Engine Marketing).How will you make yourself visible when people no longer use Google but instead ask AI systems?
  • Referral Marketing.Why reviews and testimonials—with a 95% relevance rate—are among the most effective marketing tools—and how they also influence AI responses.
  • Hands-on Workshops.In facilitated World Cafés, we’ll work with you to determine what implications the study results have for your day-to-day marketing activities.

How the marketing event works

Swiss Education Market Competition

OnMorningWe’ll present the results of recent studies and surveys—including our 2026 Marketing Trends Report and the SVEB study on competition in further training. In moderated World Café sessions, we’ll discuss with you what this means for your 2027 marketing strategy.

  • Why are prospective students signing up later and later? –And how do you tailor your offering and sales process to that?
  • How Do Educational Providers Cope with Increasing Competition?– and how do you position yourself successfully?
  • Will traditional training courses still be needed in 5 years?– and what should these programs look like in order to meet the changing needs of learners?
  • Where Are the Untapped Opportunities in Schools' Marketing Budgets?– and which measures actually result in registrations?

GEO-Marketing (AI Search Engine Marketing)

OnAfternoonLet’s dive into the world of ChatGPT, Perplexity, and others. How can educational providers gain visibility when prospective students no longer use Google but instead ask AI systems? We’ll show you how to optimize content for LLMs and strategically strengthen your referral marketing.

  • GEO Basics:How GEO works and how it differs from traditional SEO.
  • Referral Marketing:Reviews, testimonials, and word-of-mouth—and how they also influence AI responses.
  • Practice: Specific measures that can be implemented tomorrow and will lead to more registrations.

A World Café is a facilitated workshop method in which people come together in a relaxed café atmosphere to develop ideas, share knowledge, and work out solutions to complex issues.

This is how a World Café typically works:

1. Several tables with different topics

  • Each table focuses on a specific topic or key question.
  • There are flip charts on the tables where ideas are jotted down.

2. Small discussion groups

  • At each table, 4–6 people discuss the topic for about 15–30 minutes.
  • All participants contribute their experiences and perspectives.

3. Changing Tables

  • After each round of discussion, the participants move to a different table.
  • One person (the so-called “table host”) usually stays at the table and summarizes the results so far for the new guests.

4. Further develop ideas.

  • The new groups build on what has been learned so far.
  • As a result, ideas gradually become more comprehensive and diverse.

5. Joint Evaluation

  • At the end, the key findings from each group will be presented and discussed in a plenary session.

Objectives of a World Café

  • Developing Creative Ideas
  • Bringing Different Perspectives Together
  • Promote Participation and Exchange
  • Finding Solutions to Complex Issues Together
  • Making Knowledge Visible Within a Group

Reserve your spot in Olten (Tue, Nov. 3) or Zurich (Thu, Nov. 12)

Venues & dates

Olten, Tuesday, November 3, 2026 (9:00 a.m. to 4:45 p.m. — Fully booked):Olten Learning Workshop, Riggenbachstrasse 8

Zurich, Thursday, November 12, 2026 (9:00 a.m. to 4:45 p.m.): KV Business School Zurich, Sihlpostgasse 2

CostsParticipation in the marketing event for educational institutions costs CHF 350.00 per person including lunch.

Places in Zurich and Olten are limited. Registrations will be considered in the order in which they are received.