Commercial continuing education in Switzerland has grown significantly over the past years, leading to increased competition among education providers. At the same time, prospective students use a wide range of digital channels to search for information, compare offers, and make enrolment decisions. Education providers face the challenge of selecting the right communication channels, tone, and content to effectively reach diverse target groups while addressing barriers such as limited time, costs, and unclear career goals.

The thesis is based on an integrated conceptual framework combining the Customer Journey Model with the PESO model (Paid, Earned, Shared, Owned media). A mixed-method approach was applied, including a survey, benchmarking, descriptive statistics, and the analysis of different communication touchpoints. Three age-based target segments (18–23, 24–29, and 30–35) were examined to identify similarities and differences in communication preferences and decision-making behaviour.

The findings show that owned media, such as websites, newsletters, digital factsheets, and information events, play a central role across all stages of the customer journey. Shared media, particularly social media platforms, support awareness and inspiration, while earned media, such as recommendations and alumni experiences, strongly influence trust and advocacy. Paid media can support awareness when used selectively and in suitable contexts. Across all segments, clear and factual communication with subtle calls to action is preferred. Short video formats are valued, while carousel formats generate high engagement. The main barriers to starting a course are limited time, financial concerns, and uncertainty about career direction. The results provide education providers with practical guidance on how to align communication channels, content, and messaging with different stages of the customer journey. By addressing key barriers proactively and focusing on the most relevant touchpoints, institutions can improve decision support, strengthen engagement, and allocate communication resources more effectively.