Column "Nine to five": Are you still sitting, or are you already experiencing?

The FAZ column "Nine to five" criticizes misguided marketing strategies that often miss their target audience. This raises questions about the credible communication of added value for MBA and Master's degree programs. Authenticity and relevance are crucial to reach aspiring leaders.

Column "Nine to Five": Are You Still Sitting, or Are You Already Experiencing?

Frankfurt am Main, October 5, 2026 – A current commentary in the FAZ from October 5, 2026, titled "Column 'Nine to Five': Are You Still Sitting, or Are You Already Experiencing?" critically examines the challenges of modern marketing strategies. The author analyzes how advertisers attempt to stage novelty and, in doing so, sometimes miss the reality of their target groups, which can lead to unintentional comedy. This raises the question of how companies and educational institutions can communicate their messages credibly and relevantly, especially in a dynamic market such as continuing education.

The difficulty of conveying authenticity and novelty in communication is not limited to classic consumer goods. In the field of academic continuing education, particularly in MBA and Master's programs, perceived relevance and timeliness also play a decisive role. Prospective students look for programs that not only impart sound knowledge but also offer genuine added value for their careers and personal development. Advertising messages that use generic phrases or outdated concepts risk failing to reach this sophisticated target group. Instead, aspiring executives seek concrete examples of how a degree program strengthens their skills in areas such as digitalization, sustainability, or global leadership and prepares them for the complex challenges of the economy.

For providers of MBA and Master's programs, this means going beyond mere marketing slogans. The credibility of an educational institution depends significantly on the extent to which it can support its value propositions with real success stories from alumni, innovative curricula, and practical projects. The claim to offer "something new" must be reflected in the quality of teaching, the timeliness of the content, and the relevance to the job market. A degree is not a mere consumer decision; it is an investment in one's own future that is made deliberately. Therefore, it is crucial that marketing materials authentically reflect the actual experience and the concrete benefits of a study program.

Authentic Communication

The debate over the credibility of advertising messages illustrates that educational institutions must maintain transparent and honest communication. Instead of relying on fashionable buzzwords that are quickly exposed as hollow, they should clearly highlight the unique selling points of their programs. This includes detailed information about faculty profiles, career services, networking opportunities, and the international character of the studies. The goal is to provide potential students with a realistic picture that precisely manages their expectations and offers a sound basis for decision-making. Only in this way can it be avoided that the promotional representation is later perceived as "unintentionally funny" because it does not align with the actual reality of the studies.