MAZ - Swiss School of Journalism

What MAZ - Swiss School of Journalism does

MAZ (Institut für Journalismus und Kommunikation) is a Swiss foundation (Stiftung) founded in 1984 and headquartered at Murbacherstrasse 3, Lucerne, operating Switzerland's leading journalism and communication school under the legacy brand "Die Schweizer Journalistenschule." It serves three primary segments: aspiring and practicing journalists, communication professionals and executives, and organizational clients seeking customized training. The core product is the two-year Diplomausbildung Journalismus (DAJ), supplemented by Certificate of Advanced Studies (CAS) tracks in journalism, brand journalism, media relations, and innovation; the institution also runs the Radio-Lehrgang, VJ-Lehrgang, compact courses, and major conferences (MAZ-Kommunikationstagungen, MAZ-Lokaljournalismustag, MAZ-Recherchetag, MAZ-Fototag).

MAZ is not a technology platform; its product is in-person, online, and hybrid continuing education delivered by a faculty of over 300 practicing journalists and communication professionals drawn from Swiss media companies. Technology is limited to a student portal (myMAZ), standard marketing infrastructure (Brevo, Google Analytics, Google Ads, LinkedIn Insight Tag), and an in-house podcast ("deadline. der medienpodcast").

Revenue is generated primarily through tuition and course fees (e.g., CAS Brand Journalism priced at CHF 11,400 plus a CHF 900 ECTS recognition fee), customized enterprise training for media houses and other organizations, conference ticket revenue, and ancillary room rental (Raumvermietung). Pricing is program-specific and not subscription-based. Distribution is direct via the website, info sessions (Infoanlässe), newsletters, and co-delivery with universities (ZHAW, FH Graubünden, Hochschule Luzern) and media companies (NZZ, CH Media, SRF). Customer satisfaction is high — 5.41/6.0 overall and 5.82/6.0 for lecturer competence across 1,733 student feedback responses in 2022.

Name

MAZ - Swiss School of Journalism

Legal name

maz – Die Schweizer Journalistenschule

Website

https://maz.ch

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

MAZ is a Swiss foundation operating Switzerland's leading journalism and communication school in Lucerne, offering a two-year diploma (DAJ), CAS certifications, specialized programs, and conferences for individual journalists, communication professionals, photographers, and enterprise clients across German-speaking Switzerland.

Ownership category

akta.pro rank

Product category

Journalism and Communication Professional Education

NAICS

Business Schools and Computer and Management Training (6114)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Communications, Media Studies & Journalism (EDAGABAK)

Keywords

• Journalism education
• Communication training
• Professional development
• Media education
• Corporate communication

Headquarters

HQ city

Lucerne

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Tuition and course fees: MAZ generates revenue primarily through tuition and course fees charged for its diploma programs, CAS courses, compact courses, tagungen, and custom on-site programs for organizations. Fee structures are program-specific (e.g., CAS Brand Journalism at CHF 11,400 + CHF 900).
2. Room rental: MAZ offers room rental services (Raumvermietung), providing its facilities to external parties as an additional revenue stream.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

MAZ is Switzerland's leading private journalism and communication continuing-education foundation, delivering classroom-based, online, and hybrid programs — most prominently the two-year Diplomausbildung Journalismus (DAJ), Certificate of Advanced Studies (CAS) specializations, Radio- and VJ-Lehrgänge, compact courses, themed conferences, and customized corporate training (Massgeschneiderte Angebote). The institution is staffed by over 300 practicing journalists and communication professionals and serves individual learners as well as organizations such as NZZ, CH Media, ZHAW, FH Graubünden, and Hochschule Luzern through co-developed curricula.

Product overview

MAZ (Institut für Journalismus und Kommunikation) is Switzerland's leading journalism and communication school, offering a comprehensive portfolio of educational programs. The core offerings include the two-year Diplomausbildung Journalismus (DAJ) as the premier pathway into journalism, supplemented by specialized Certificate of Advanced Studies (CAS) programs in areas including data journalism, brand journalism, media relations, and journalism innovation. Professional programs include Radio-Lehrgang and VJ-Lehrgang for specialized audio and video journalism training. The institution also runs regular conferences including MAZ-Kommunikationstagungen, MAZ-Lokaljournalismustag, and MAZ-Recherchetag. Additional offerings include customized corporate training (Massgeschneiderte Angebote), a job exchange platform (Jobbörse), event space rental, and the institution's own media podcast 'deadline. der medienpodcast'. Programs cover topics across journalism, communication, photography, digital storytelling, AI applications, and media ethics.

Differentiator

Problem solved

Functional benefit

Products and services

• Diplomausbildung Journalismus (DAJ) MAZ's flagship two-year diploma program in journalism, the recognized premier pathway into journalism careers in Switzerland. Covers all journalistic genres and delivers comprehensive training for working in radio, TV, print, and online media, taught by practicing journalists.
• CAS Journalismus Certificate of Advanced Studies program for journalists entering or transitioning into the field, taught by industry professionals who develop journalistic attitude alongside practical skills.
• CAS Brand Journalism & Corporate Storytelling Advanced CAS covering content strategy and storytelling techniques for brand communication, including multimedia format creation and corporate media production. Co-delivered with Hochschule Luzern – Wirtschaft (IKM).
• CAS Media Relations Certificate of Advanced Studies program for media relations professionals covering strategic communication, media work, and corporate communications.
• CAS Innovation im Journalismus Joint CAS program with ZHAW (IAM) covering innovation topics including automated journalism, new narrative forms, modern analysis tools, podcast projects, and digital strategies; 18-day program worth 15 ECTS.
• MAZ-Vertiefung Journalismus (FH Graubünden cooperation) Joint journalism specialization with Fachhochschule Graubünden's Bachelor in Multimedia Production, including major courses in practical journalism, minors in community management/data journalism/agile project management, and integrated internship. 28-ECTS across two semesters.
• Radio-Lehrgang Professional 35-day radio journalism program covering interview techniques, media law, multimedia reporting, and audio production for working and aspiring radio journalists.
• VJ-Lehrgang Video journalism training program covering professional camera work, storytelling, and legal/ethical questions for video journalists. Subsidized by the Federal Office of Communications (Bakom).
• Kompaktkurs Fachjournalismus Compact course in specialized journalism covering research, multimedia formats, online channels, communication planning, visualization, and PR handling.
• Kompaktkurs Medienarbeit Compact course in media work for communication professionals covering practical media relations skills.
• Massgeschneiderte Angebote (Custom Programs) Customized training programs for companies, public authorities, associations, and educational institutions, tailored to the specific communication needs of executives, communication professionals, scientists, or school administrators.
• MAZ-Kommunikationstagungen Professional conferences on communication topics including digital storytelling, newsroom management, community communication, and AI in PR, featuring case studies from Swiss organizations.
• MAZ-Lokaljournalismustag Annual conference for local journalism professionals covering topics like AI in small newsrooms, newsletter strategies, and transformation of regional media.
• MAZ-Recherchetag Professional research day featuring insider tips, case studies, and workshops on investigative journalism, source protection, and legal challenges.
• Raumvermietung Event space rental service for conferences, meetings, and professional events at the MAZ facilities in Lucerne.

Quantifiable outcome

• Student satisfaction rating of 5.41/6.0 overall and 5.82/6.0 for lecturer competence in 2022 (based on 1733 feedback responses)
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability8 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• CH Media AcademycoreStrategic or Co-development Partner · 1 April 2023MAZ delivers nine journalism training modules for CH Media Academy's trainees at MAZ's Lucerne campus. Modules cover research, media law, media ethics, PR handling, economics knowledge, and self-organization.
• Fachhochschule Graubünden (FHGR)coreStrategic or Co-development Partner · 1 October 2021MAZ delivers an exclusive journalism specialization for FHGR's Bachelor Multimedia Production students. The 28-ECTS program spans two semesters, including three minor courses (community management, data journalism, agile project management) and an integrated editorial internship.
• ZHAW (Institut für Angewandte Medienwissenschaft IAM)coreStrategic or Co-development Partner · 1 September 2021Joint delivery of the CAS Innovation im Journalismus, combining ZHAW's academic research capabilities with MAZ's practical journalism expertise. The 18-day program (15 ECTS) is also recognized within ZHAW's MAS in Communication Management & Leadership.
• NZZcoreStrategic or Co-development PartnerMAZ co-developed and delivers a comprehensive continuing education initiative for the entire NZZ editorial team. The program covers four areas: digital basics, data journalism, Open Source Intelligence (OSINT), and audience analytics. MAZ contributes its instructional expertise while NZZ provides editorial context.
• Hochschule Luzern – Wirtschaft (IKM)coreStrategic or Co-development PartnerJoint delivery of CAS Brand Journalism & Corporate Storytelling. The program is also a possible elective module within three MAS programs at Hochschule Luzern – Wirtschaft: MAS Brand and Marketing Management, MAS Communication Management, and MAS Digital Marketing and Communication Management.
• MEDIENINSTITUT des Verlegerverbands SCHWEIZER MEDIENminorStrategic or Co-development PartnerFirst-time cooperation for the MAZ-Lokaljournalismustag 2026, jointly organized with the Medieninstitut of the Swiss Media Publishers Association. Combines MAZ's journalism training expertise with the association's industry advocacy role.
• real21 (jointly with Alliance Sud)minorStrategic or Co-development PartnerMAZ co-founded the real21 association with Alliance Sud. The organization runs an annual media prize and a media fund supporting journalism on global development topics, funded by Switzerland's SDC (DEZA).
• Pädagogische Hochschule Luzern (PHLU)minorStrategic or Co-development PartnerMAZ delivers the Spezialisierungsstudium Journalismus und Medien for pre-service teachers at Pädagogische Hochschule Luzern, including audio/podcast modules where students produce podcasts such as 'Raclette-Talk'.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• ZHAW Departement Angewandte Linguistik / IAM: ZHAW's Institute for Applied Media Studies (IAM) in Winterthur is both a MAZ partner and a competing academic journalism program provider. Comparable as a Swiss German-language journalism education provider at university level, offering MAS and CAS programs in journalism and communication.
• Reuters Institute for the Study of Journalism: Oxford-based journalism research and training organization. Comparable to MAZ in providing industry-focused journalism training and thought leadership, though anchored in academic research rather than vocational diplomas.
• Columbia University Graduate School of Journalism: Premier US journalism school offering master's programs. Comparable to MAZ as a leading global journalism institution, though operating at much larger scale with degree-granting university status. Represents the gold standard MAZ benchmarks against for journalism education.
• Hochschule Luzern – Wirtschaft (Institut für Kommunikation und Marketing IKM): Lucerne-based university offering communication and marketing education including CAS and MAS programs. Comparable as a Swiss continuing education provider in communication management, and current MAZ partner for CAS Brand Journalism.

Direct peers

• Deutsche Journalistenschule (DJS): Munich-based German journalism school founded in 1959, considered Germany's leading journalism school. Highly comparable to MAZ as a specialist continuing-education institution for journalists with a practice-based curriculum taught by working media professionals.
• Sciences Po École de Journalisme: Paris-based journalism school at Sciences Po offering master's-level journalism education. Comparable to MAZ as an elite, specialized journalism school with selective admissions and strong industry placement outcomes.
• Henri-Nannen-Schule: Hamburg-based journalism school run by Gruner + Jahr, offering a two-year editorial traineeship. Directly comparable to MAZ's Diplomausbildung Journalismus as an intensive practice-focused journalism education program with strong publisher/media industry backing.
• ifp (Institut für journalistische Praxis): Mainz-based German journalism training institute offering Volontariat-accredited programs. Comparable to MAZ in offering structured practical journalism education with formal certification recognized by major German publishers.

Regional players

• SRF Journalistenschule / SRF Academy: Swiss public broadcaster SRF operates internal training for its editorial staff and external media training programs. Comparable to MAZ as a Swiss journalism training provider, though primarily serving SRF's own needs rather than offering open-market diplomas.

Emerging players

• Knight Center for Journalism in the Americas: University of Texas-based online journalism training provider offering MOOCs and certificates. Comparable to MAZ as a journalism training specialist, though operating at significantly larger scale through digital distribution rather than in-person vocational programs.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/mazluzern
• LinkedInlinkedin.com/company/maz-die-schweizer-journalistenschule

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MAZ - Swiss School of Journalism