Program Overview

Introduction to the CAS Marketingmanagement und Sales mit Fokus KI Program

The Certificate of Advanced Studies (CAS) in Marketing Management and Sales with a focus on Artificial Intelligence (AI) is a comprehensive program designed for individuals seeking to enhance their marketing knowledge and skills in their daily professional functions. This program is offered by the Institute for Marketing and Business Management and the Department of Marketing at the University of Bern.

Program Overview

• Duration: November 2025 to July 2026
• ECTS Credits: 18
• Frequency: Annual
• Flexible Entry: Not possible
• Module Attendance: Not possible on an individual basis
• Location: Bern
• Language: German
• Tuition Fees: CHF 11,800

Admission Requirements

For admission, applicants must have a first-degree qualification from a university or a university of applied sciences, along with at least five years of professional experience, including two years in a leadership position. The program leadership may consider additional applicants based on their dossier, emphasizing leadership practice and marketing experience. A detailed career discussion forms the basis for the admission decision.

Program Modules

The program consists of eight modules, each focusing on a critical aspect of marketing management and sales:

1. Customer Behavior and Marketing Strategy: Analyzing customer and seller behavior, exchange processes, and intervention possibilities.
2. Product, Innovation, and Price Management with AI: Focusing on the targeted use of marketing instruments, product and price design, and innovation development to increase value creation.
3. Market Analysis and Marketing Planning: Collecting and analyzing market information to develop marketing activities.
4. Branding and Communication Management: Building, designing, and defending brands through targeted marketing.
5. Sales Strategy and Sales Management: Generating revenue, profit, and cash flow through successful sales strategies and management.
6. Digital Marketing with AI: Understanding the influence of digitalization on marketing and acquiring the necessary knowledge and tools for successful digital marketing.
7. B2B Marketing and Service Marketing: Analyzing the purchasing decisions of industrial companies and the differences in the sales process compared to consumer goods.
8. Implementation of Marketing and Sales Strategy: Providing guidelines for the successful implementation of strategies, including new possibilities beyond known instruments.

Faculty and Lecturers

The program is organized and conducted by the Department of Marketing at the University of Bern, with lecturers from the University of Bern, other universities, and practitioners from the field.

Related Programs

The University of Bern offers several related programs, including:

• CAS Onlinemarketing and Social Media: Focusing on digital marketing and social media strategies.
• CAS Markenmanagement und Kommunikation: Concentrating on brand management and communication.
• CAS Marktorientierte Betriebswirtschaftslehre: Providing a foundational understanding of business administration with a market-oriented approach.
• Executive MBA in Marketing Management: A comprehensive MBA program with a focus on marketing management, allowing participants to choose from various CAS programs to tailor their degree.