HWZ Summer Day Party
Key facts
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Title
Certificate of Advanced Studies (CAS) in AI in Marketing HWZ
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Start
Each February
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Fees
CHF 9,700
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Duration
16 days
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Application deadline
Each December
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Language of instruction
The language of instruction is German, with some modules delivered in English. English language proficiency is required.
Target audience
Do you lead marketing, digital, CRM or communications departments and wish to take your customer experiences to the next level? Or do you work as a brand manager, product owner, growth hacker, performance marketer or strategy consultant and want to use artificial intelligence (AI) with confidence?
The CAS AI in Marketing HWZ is aimed at specialists and managers in Swiss companies and agencies who wish to use AI in a targeted manner to personalise marketing activities, automate processes, and make data-driven decisions. Managers who want to prepare their teams for new roles, tools, and methods will also benefit from this programme.
Prior knowledge of AI is not essential
Initial contact with AI is sufficient. We will support you from the basics through to confident practical application – enabling you not only to launch pilot projects, but also to achieve lasting impact.
Distinction: CAS Advanced AI in Marketing HWZ
This CAS provides you with the fundamentals, tools, and initial areas of application for AI in marketing. It is ideal for professionals and managers who wish to take a practical approach and prepare their organisation for change – clearly distinguished fromCAS Advanced AI in Marketing HWZ, which builds on existing AI expertise.
Programme overview
In the CAS AI in Marketing at HWZ, practical application takes precedence over theory: a live hackathon, the Tool Scout 2025, and the Pilot Blueprint provide you with immediately usable solutions rather than theoretical concept slides.
With a Swiss compliance focus on the nFADP, the EU AI Act and Responsible AI Principles, you will achieve legal certainty—an advantage unique within the industry. At the same time, we prepare you for sought-after future roles such as AI Product Owner or Prompt Engineer, which, according to the LinkedIn Jobs on the Rise Report 2025, are among the most in-demand marketing positions.
Key content
In this degree programme, you will learn step by step how to use artificial intelligence effectively in marketing. The four modules combine fundamentals, practical application and transformation – from initial use cases through to the sustainable integration of AI within your organisation.
You are familiar with fundamental AI concepts, can provide clear instructions to language and image models using prompts, are aware of the legal situation in Switzerland, and know the most commonly used tools. Core topics include:
AI Fundamentals for Marketing Leaders
Prompting of AI instructions
AI Regulation and AI Governance
AI Trend Radar & AI Tools
You understand how AI can be applied throughout the marketing funnel and which components are required for this. You are able to generate marketing content using AI, are familiar with the various ways in which AI can be utilised, and develop ideas for implementing AI within your organisation. Core topics include:
AI Along the Marketing Funnel
Marketing Architecture: Building Blocks for AI
Focus: Content Creation with AI
Focus: AI Models & AI Agents in Marketing
Ideation Lab: Collecting Use Cases
Practical examples: Marketing AI transformation
You are able to prioritise use cases and thus make the right selection. You can translate ideas into hypothesis-based pilot projects and convince stakeholders both quantitatively and qualitatively. Core topics include:
Evaluation of AI Use Cases
Definition of hypotheses and pilot projects
Business case and securing stakeholder support
Conference:AI in Marketing 2026
AI Hackathon: Build Prototypes in 1 Day
From pilot project to sustainable integration
You will be able to develop a change blueprint for your organisation, derive recommendations for action towards a target operating model, and justify and support its implementation within the company. Core topics include:
Change Blueprint: AI Vision and Strategy
Operating Model and Transformation
Changes in culture & skills
Transformation roadmap
Proof of achievement
The degree programme does not conclude with a traditional examination, but with a business-relevant transformation project that spans all four modules:
Maturity Analysis and Business Objectives
Trend benchmark and ideas portfolio
Impact Effort Matrix and Top 3 Use Cases
Roadmap, target operating model and KPI development
You will document your project in a comprehensive dossier, including an ROI calculation, and present it to a panel of subject and industry experts. In doing so, you will demonstrate not only your knowledge but also genuine business impact – the ideal calling card for your next career move.
Recognition
This programme is a standalone CAS. It can be taken independently of a master's degree and is aimed at those who wish to expand their marketing knowledge with practical AI expertise. For students admitted to the MAS, it can be credited as a recommended module towards the MAS Marketing Excellence HWZ programme.
Admission
Hochschulabschluss / höherer Abschluss plus zwei Jahre studienrelevante Berufskompetenz nach Abschluss. Andere äquivalente Bildungsabschlüsse mit entsprechender Praxistätigkeit können mittels ausserordentlichem Zulassungsverfahren anerkannt werden.
Eine allfällige Zulassung zu einem oder mehreren CAS erfolgt grundsätzlich unabhängig zu einer möglichen Zulassung zum MAS. Letztere wird in einem Zulassungsverfahren separat geprüft.
Downloads
Further information
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Part-time degree programme
A workload of 80 to 100 per cent is possible.
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Title
Certificate of Advanced Studies (CAS) in AI in Marketing HWZ
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Recognition
15 ECTS credits
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Language of instruction
The language of instruction is German, with some modules delivered in English. English language proficiency is required.
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Good to know
Attendance at the AI in Marketing conference is compulsory. One study day will be conducted entirely in English.
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Class size
Maximum of 26 participants
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Study format
Classroom teaching
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Admission
A university degree or higher qualification plus two years of relevant professional experience after graduation. Other equivalent educational qualifications with appropriate practical experience may be recognised through a special admissions procedure. Admission to one or more CAS programmes is generally considered independently of possible admission to the MAS. The latter is assessed separately as part of its own admissions process.
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Start
Each February
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Application deadline
Each December
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Duration
16 days including 1 day at the AI in Marketing Conference
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Course days
Classes are held on Fridays and Saturdays, from 8 am to 5 pm. Where possible, Saturday sessions take place in the morning only. For the exact dates, please refer to the attached study schedule.
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Location
Zurich; Sihlhof (directly by the main station)
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Fees
CHF 9,700 The cost of tickets for the AI in Marketing conference is included in the price.
