April 8, 2026 · 40 years of HWZ
The Department of Marketing & Digital: driving force for digital markets
The departments are a central driving force at HWZ. They develop programmes, promote innovation, and ensure that study, continuing education, and professional practice remain closely interconnected. The Department of Marketing & Digital shapes key areas of expertise in marketing, customer focus, and digital transformation. Its aim is to enable individuals to understand markets, translate innovations, and effectively shape organisations in a digital present.
This article is part of the content series marking the 40th anniversary of HWZ. Through this series, we aim to showcase the diversity of stories from our university and highlight the topics and individuals that have shaped, and continue to shape, HWZ.
Marketing and digital transformation as core competencies
The Department of Marketing & Digital combines marketing, customer value and digital technologies into a field of expertise that is crucial for the professional future of many specialists and managers. Our aim is to enable individuals to understand markets, translate innovations and shape organisations effectively in an increasingly digital economy. In doing so, we make a direct contribution to the relevance and impact of HWZ.
Develop programmes and open up new areas of expertise
The department develops continuing education programmes, teaching content and practice-oriented projects focused on strategic marketing, customer-oriented value creation and digital technologies. In doing so, we consistently respond to the needs of business and society.
As a profit centre within HWZ, we design market-oriented educational programmes and work closely with other departments. We open up new areas of expertise, promote methodological excellence, and develop learning formats that enable individuals to actively manage complex changes within organisations.
CAS AI in Marketing HWZ
Start Jeweils im Februar
Duration 16 Tage
CAS Strategisches Kommunikationsmanagement mit KI HWZ
Start April 2026 & März 2027
Duration 16 Tage
CAS Customer Behavior & Psychology HWZ
Start Mai & November
Duration 16 Tage
CAS Sales Management HWZ
Start April (Warteliste) / Oktober
Duration 16 Tage
As a profit centre within HWZ, we design market-ready education and training offers and work closely with other departments. We open up new areas of expertise, promote methodological excellence, and develop learning formats that enable people to actively manage complex change in organisations.
The team behind the Department of Marketing & Digital
Our team brings together perspectives from marketing, sales, digital transformation, brand management, data analysis and innovation. This diversity enables us to view current developments from a range of viewpoints and to translate them into practice-oriented educational programmes.
We are united by the conviction that learning must be practice-oriented, reflective, and forward-looking. That is why we combine academic rigour with experience from business and consultancy, working across disciplines to develop programmes that make an impact.
We bring together marketing, sales, communication, data and digital innovation. In doing so, we take an interdisciplinary and practice-oriented approach, with a clear focus on effective continuing education.
Considering marketing, technology and organisation together
In the Department of Marketing & Digital, we do not view marketing, communication, sales and digital transformation as separate disciplines, but rather as an interconnected system. Technology, organisations and stakeholder expectations are closely linked, and we reflect these interrelationships in our programmes.
Our approach is strategic, clearly structured, and consistently focused on real-world challenges. The HWZ DNA is particularly evident in the combination of practical relevance, work-compatible continuing education, and direct access to current market and technology trends.
Future skills for marketing and digital markets
The coming years will be shaped by topics such as AI-driven marketing, data-driven business models, behavioural insights, customer experience, and new media ecologies. At the same time, strategic perspectives such as foresight and systems thinking are becoming increasingly important.
Our aim is to become a hub for these future-oriented skills. We are developing new CAS, MAS and Executive MBA programmes, strengthening project-based learning formats, and expanding our partnerships with industry and research. In this way, we are creating an ecosystem that connects knowledge, application and innovation.
MAS Marketing Excellence HWZ
Start Laufend
Duration 4 Semester
MAS Sales Excellence HWZ
Start Laufend
Duration 4 Semester
MAS Business Communications HWZ
Start Je nach CAS
Duration 4 Semester
MAS Live Communication HWZ
Start Januar oder nach Absprache
Duration 4 Semester
MAS Digital Business HWZ
Start Jeweils zu Beginn eines CAS.
Duration 4 Semester
Executive MBA – Digital Leadership HWZ
Start Each February
Duration 3 semesters
The contribution of the Department of Marketing & Digital to the HWZ of tomorrow
Through the development of new programmes, areas of expertise and partnerships, the Department of Marketing & Digital makes a significant contribution to the strategic advancement of HWZ.
To mark our 40th anniversary, we are making a clear commitment: to play an active role in shaping the future of the university – through educational programmes, perspectives and initiatives that extend far beyond marketing.
