Module 1

Foundational Module - April 1, 2019

In Module 1, participants are introduced to the change-to-digital marketing transformation process. The aim of the module is to level the knowledge base and motivate the group to become digital change agents.
Learning Objectives
  • Understand societal and technological impacts on the B2B purchasing decision making process
  • Understand the pillars of digital transformation
  • Understand the basics of Business Process Management and its implication on digital
  • Ability to conceptualise a digital strategy canvas

"Marketing is exciting but also challenging. That's why I love it.
Do you also like challenges?  I have one for you. Follow the link below to discover what it is all about..."

Markus Rach
Lecturer FHNW - Industrial B2B Marketing Expert


8:45 AM         Introduction & Welcome
  • CEO address
  • Presentation of teams
  • Agenda setting
  • Brief intro into the Digital Transformation of Marketing
9:45 AM      The Customer (Theory & Practice)
  • Empathy Maps
  • Value Proposition Canvas
10:45 AM - Break -
11:00 AM The State of digital transformation
12:00 PM    - Lunch Break -
1:00 PM     Digital Transformation in Marketing
2:00 PM      Digital Media and Digital Media Psychology
3:00 PM   Digital and B2B
4:00 PM      Marketing & Data (The Age of Data)
5:00 PM Discussion / idea collection board
6:00 PM Team Dinner - Restaurant stadtbad*, Zielempgasse 12, 4600 Olten


Fachhochschule Nordwestschweiz FHNW
Von Rollstrasse 10
4600 Olten, Switzerland

Classroom:  OVR A016



Hotel Arte Kongresszentrum
Riggenbachstrasse 10
4600 Olten, Switzerland
> Open in Google Maps

The accomodation booking for participants attending this module on-site is managed centrally.