Internationalization of the EMBA UZH brand and its product offering.

Executive MBA UNIversity of Zurich

The University of Zurich is one of the most reputable universities in the world - among many world renowned scholars and researchers, Albert Einstein taught here.
It ranks 82 in the current QS World University Ranking.
The Executive MBA at the University of Zurich provides management education for executives and a forum for exchange of ideas to business leaders.

Since its foundation in 1987, the Executive MBA UZH had only offered general management programs taught in the German language. After 30 successful years, the Executive Committee decided to have concepts for a potential launch of a more international market offering developed. Such a market expansion, however, would require to successfully compete not only with the best-in-class programs in the German language, but with a much larger range of international competitors, including globally recognized Swiss brands like IMD.

Of particular concern to us was a consistent and effective concept for a clear and differentiated positioning of the new program offering to avoid the cannibalization of our well-established program offering.

The brand strategy ought to be One brand, Two products.

R. Cadonau

Member of the Executive Board

USP wheel of the Executive MBA UZH

To achieve the goals set by the Executive Board, and to develop and market a product offering that is attractive to an international audience, we did the following:
evaluation of market needs through qualitative and quantitative market analyses, based on it development of an innovative program and positioning concept, development of marketing and launch plan for the new offering, execution of online and offline communication campaigns. Besides the preparation of financial planing, analysis of risks and their mitigation, and other considerations.

main contributors from Brand Lab:
Christian Schimmelpfennig, Project Lead

key people from University of Zurich:
Executive Committee, EMBA UZH
M. Schaub, Director EMBA UZH

Christian’s analyses were diligent, his concepts conclusive, and his presentations and argumentations coherent, which led the Executive Committee to grant the funding necessary to develop, market, and launch a new international program.

Christian played a major role in this strategic and extensive development of the Executive MBA UZH, which meant a significant expansion of the organization in terms of internationalization, staff, revenues, strategic partnerships, and market offering. The members of the Executive Committee sincerely thank him for his successful work and dedicated commitment.