Hands-on digital marketing and modern learning methods
When marketing teaching shouldn't stay theoretical
For more than 10 years, Michael has been sharing his knowledge and hands-on experience in digital marketing, mobile apps, technology trends and business development as a lecturer at various universities of applied sciences — and has gained valuable insights into didactics and methodology along the way. Taking ownership of full modules at HSO was a new and exciting learning process.
The ambition: hands-on teaching with diverse methods that motivates and empowers students. The exchange with students enriches the day-to-day work as a digital marketing expert enormously — and keeps the course content current.
Hands-on methods and digital tools in marketing teaching
MIRO as a collaborative learning journal
In each teaching unit, Michael deliberately applies modern, hands-on learning methods. In the Digital Marketing and General Marketing modules, the digital whiteboard tool MIRO is used as a modern, collaborative learning journal. This tool accompanies the entire course, supports online collaboration and serves both as a vivid visualisation and as a structured summary of the most important learning content.
By the end of the module, a comprehensive MIRO board has emerged that contains all the key topics and learning materials worked on together. This hands-on way of working lets students not only understand theoretical concepts but apply them directly in group work.
Harvard Case Study method: practical transfer in focus
The Harvard Case Study method is a proven approach that already shaped Michael's own studies. It lets students analyse real business cases and develop their own solution approaches independently. The focus: transferring acquired knowledge into practice.
Working through real digital marketing business cases, students deepen their theoretical knowledge and learn to apply it in a targeted way. They develop strategies that can be implemented directly in a professional environment. This method strengthens not only critical thinking and problem-solving skills but also prepares participants for complex challenges in everyday work life — including recognising thinking errors such as the Overconfidence Bias.
Custom teaching materials: the "Digital Marketing 101" factsheet
A key element of hands-on teaching is the preparation and provision of core learning content. As part of the Digital Marketing module, a comprehensive "Digital Marketing 101" factsheet was created — a guide for students. Much of it overlaps with our hands-on online marketing tips for SMEs.
The factsheet covers:
- Foundations of online marketing
- Differences between classical and digital marketing
- Benefits and tactics of digital marketing
- The 5S objectives of digital marketing: Sell, Serve, Speak, Save, Sizzle (developed by Paul R. Smith and Dave Chaffey)
- RACE framework for developing digital marketing strategies
- Online marketing tactics: social media, SEM, video marketing, mobile marketing, e-mail marketing, affiliate marketing
Students value this material as a resource — it helps to consolidate and deepen what they have learned.
Thesis supervision as an expert
Supervising and evaluating diploma, transfer and group theses is another enriching part of the lecturer role. Students are supported from idea generation and disposition through to implementation and presentation — with a focus on their subject-matter and individual strengths.
One example: supervising Roman Hugi on his thesis about blockchain technology. Roman explored solution approaches for tracing supply chains in the organic-product sector using blockchain. The focus: a structural and technical implementation that connects business, human and technical aspects.
Roman's feedback after receiving his grade:
"Hi Michael, we just received our results for the thesis. Thanks to your inputs on blockchain and our conversations about the benefits of an implementation, I was able to score 116 out of 120 possible points and received a 6 for my thesis. Thank you for the support."
What module ownership at HSO actually delivers
Hands-on students who put learning into action immediately
The combination of MIRO learning journal, Harvard case studies and custom factsheets means students don't just consume theory — they develop solution approaches that hold up in everyday professional life.
Long-term relationships with former students
As at FHNW: former students reach out years after their studies for sparring, advisory or joint projects. That is the most honest indicator of effectiveness in teaching.
Continuously updated teaching material
The "Digital Marketing 101" factsheet and the module materials are regularly updated based on new market developments and student feedback. Living material, not a frozen curriculum.
Connecting higher education and practice
Teaching at HSO forces continuous self-development — the insights gained feed directly into AHEAD OF TIME's client mandates, from digital strategy advisory through to concrete implementation. Higher-education teaching and practical advisory reinforce each other.
Voice from the HSO school management
"As a lecturer, Michael Schranz brings not only deep theoretical knowledge but, above all, convinces through his hands-on approaches and innovative learning methods. He manages to make complex content understandable and to motivate students in a lasting way. His didactic expertise combined with his practical experience is a great asset for HSO and the students."
— Sarah Thomann, Head of School, HSO
Voice of a student
"As part of my further education, Michael Schranz not only gave me a solid foundation in the theory of marketing but also enabled valuable insights into its practical application. His unconventional approach and inspiring new perspectives broadened my view and encouraged me to take innovative paths. His ability to make complex topics understandable was invaluable to me as I developed a blockchain solution in my thesis. I am grateful to Michael Schranz for his expertise and support and recommend him without reservation as a lecturer, advisor and expert."
— Roman Hugi, former HSO student (thesis on blockchain)