For music schools, where competition is intensifying and digital presence is increasingly vital, an effective marketing strategy is indispensable. Konsibern, also known as Musikschule Konservatorium Bern, is one of Switzerland's pioneering music education institutions. Despite its rich heritage and extensive range of music courses, Konsibern faces growing competition and the imperative to shift from traditional to digital marketing methods.

With a target demographic that spans preschool children, hobbyists, and aspiring professional musicians, it requires a profound understanding of the diverse spectrum of students and their preferences. The main objective of this thesis is to develop a comprehensive marketing concept for Konsibern based on a target audience analysis and aimed at identifying appropriate marketing channels. Furthermore, the thesis aims to create a social media calendar to efficiently manage engagement and interaction with different target segments.

To accomplish these objectives, the research involves a detailed analysis of existing literature and a situational analysis of Konsibern. A quantitative survey was conducted to identify target groups, leading to the creation of three Personas as a foundation for the tailored marketing concept. The analysis of the survey data, alongside evaluations using the Business Model Canvas, SWOT Analysis, and Porter's Five Forces Model, informs the proposed marketing strategy. This strategy includes a monthly and yearly social media content calendar, offering content ideas and suggesting suitable social media channels based on weekdays or specific periods of the year. By leveraging modern marketing techniques and addressing the preferences of its diverse target audience, the proposed marketing concept and social media calendar aim to enhance Konsibern’s competitive position, increase visibility and engagement, attract new students and support its legacy as a premier music education institution.