What we know


Marketing and communication

Competencies for leaders.

Markus Aerni has worked in adult education for over 30 years, including as head of advertising and integrated communication for the federal professional examinations for marketing specialists.

To this end, he wrote several textbooks on behalf of the Swiss Marketing organization, which are used at Swiss training institutes.

Markus Aerni

Basics of communication for marketing and sales managers

Whether small, medium-sized or large companies: strategic communication forms the basis for all communication activities. This reference book describes how communication works, how to design corporate and marketing communication internally and externally, public relations, corporate identity and a strong corporate culture. It is intended to provide food for thought on the following questions: What makes our brand distinctive for our target groups? What brand strategy do we use for this? What are the relevant communication tools?


  • Basics of communication policy
  • Corporate Communications
  • Corporate identity and corporate image
  • Public Relations
  • Brand cultivation and management
  • Customer relationship management
  • Employee communication
  • Corporate Media
  • Cooperation with agencies
Markus Aerni

Communication tools for marketing and sales managers

This reference book presents the most common communication tools, shows how they can be used and explains implementation approaches using practical examples. The development of individual concepts is presented as well as instruments for measuring impact.


  • Media advertising
  • Advertising concept
  • Sales promotion
  • Event Marketing
  • Trade fairs and exhibitions
  • Sponsoring
  • Dialog marketing
  • Social Media
  • Communication research
Markus Aerni and Manfred Bruhn

Integrated communication

The need for integrated communication under the term corporate communication was already recognized in the 1970s, but remained largely unfulfilled. The specialist literature on this subject now fills entire libraries. A variety of concepts and models have emerged over the last thirty years.

The aim of this book is to provide a compact overview of the most important contexts, methods and concepts of integrated communication.


  • Basics of communication policy
  • Strategic orientation of corporate communications
  • Introduction to integrated communication
  • Integrated communication and corporate identity
  • Planning and conception of integrated communication
  • Strategy and concept of integrated communication
  • Use of media advertising
  • Use of public relations
  • Use of sales promotion
  • Use of direct and database marketing
  • Use of event marketing
  • Use of sponsoring
  • Use of trade fairs and exhibitions
  • Communication research
  • Cooperation with agencies and the Swiss communications landscape
  • Communications law

viceversa is your partner when it comes to successfully positioning organizations with high ambitions. With a focused view on the uniqueness of market performance and the core values of a company. Shaped by enthusiastic, committed and high-performing employees.

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