Self-test: Is the "Marketing Manager with Advanced Federal Diploma of Higher Education (Achtung: Englisch wie gleichipl. HF!)" course the right one for me?

What does the day-to-day work of a marketing manager with a federal diploma look like?

As a marketing manager, you are a qualified executive with in-depth expertise in marketing, sales, and business management. You develop comprehensive marketing strategies and concepts, coordinate their implementation, and evaluate the success of your initiatives. In doing so, you keep the company’s goals, the marketing budget, and current market and competitive analyses in mind.

The responsibilities you’ll take on as a marketing manager depend on the size and structure of the company. In smaller companies, you’re often responsible for all marketing activities. In medium-sized companies, you develop and manage the marketing strategy and, depending on your role, may also contribute to the sales strategy. In large or internationally active companies, you may assume marketing responsibility for specific product areas, customer groups, key accounts, or geographic markets, and implement corresponding sub-marketing strategies.

Note: Your duties and responsibilities as a marketing manager will vary depending on the company, industry, and job description. Not every position includes all of the tasks listed here.

Target group and skills: Who is the Advanced Federal Professional Examination (AFPE) for Marketing Manager with a Federal Diploma suitable for? What qualities and skills are required?

The course and the Advanced Federal Professional Examination (AFPE) for "Marketing Manager with a Federal Diploma" are suitable for

• Ambitious marketing professionals who want to prove their knowledge and skills with a federal diploma and thus set themselves apart from the competition.
• Professionals in management positions in sales, communication, product management and related areas who would like to improve their career and salary prospects with a federal diploma

Marketing managers should have the following personal qualities and skills:

• Personal initiative
• Negotiating skills
• Analytical and solution-oriented skills
• Flexibility, resilience
• Communication skills
• Organizational talent
• Leadership qualities
• Customer orientation
• Ambition
• Motivation
• Determination
• Goal and success orientation
• Good foreign language skills

Requirements for admission to the Advanced Federal Professional Examination (AFPE) for Marketing Managers:

Admission to the Advanced Federal Professional Examination (AFPE) for Head of Marketing is granted to those who meet the following admission requirements by the time of the examination date or examination registration:

• In possession of a Federal Diploma of Higher Education (FPE) for industry-specific professional examinations (e.g. Marketing Specialist), a Federal Diploma, a diploma from a College of Higher Education, a University of Applied Sciences or a University and can demonstrate at least three years of professional experience in a managerial and/or property management role in marketing.

Or

• Hold a Federal Diploma of Vocational Education and Training (VET Diploma), a diploma from a federally recognized commercial secondary school or Specialized School or a high school diploma and can demonstrate at least six years of professional experience in a managerial and/or property management role in marketing.

You will be notified at least three months before the exam begins whether you have been admitted to the Advanced Federal Professional Examination (AFPE); if your application is denied, you will receive a written notification that includes the reasons for the denial.

Note: Some schools allow you to enroll in a preparatory course for marketing manager even if you do not yet fully meet the admission requirements for the Swiss Advanced Federal Professional Examination (AFPE). It is important that you can demonstrate that you meet the necessary requirements at the time of exam registration. At some educational institutions, you can complete the further training program to become a marketing manager even if you do not intend to take the exam afterward. Since admission requirements vary by school, you should clarify these early on and have your eligibility for the exam verified.

Subject matter and content of continuing education, further training

The subject matter of the preparatory courses for the Advanced Federal Professional Examination (AFPE) for Marketing Managers is based on the specifications of the body responsible for the federal examination, the Swiss Association for the Advanced Federal Professional Examination (AFPE) for Marketing Managers.

The following topics are covered:

• Performing management tasks (supporting change processes, managing employees, drawing up budgets, budget control)
• Analyzing the market, environment and trends (conducting primary and secondary market research as well as future and trend research)
• Designing market services (defining market services and designing product ranges, pricing, helping to shape innovations)
• Realizing market development (maintaining business relationships, managing communication tools, defining distribution levels and channels)
• Developing strategies and concepts (developing, commissioning and securing the market strategy, assessing business plans and developing the marketing part, strategic pricing)
• Managing demand generation (planning the customer experience in multi-channel management and aligning it with all touchpoints, planning and implementing campaigns and media, marketing controlling)
• Ensure implementation (carry out marketing planning, plan and manage implementation projects, supervise cooperation with external agencies)

Costs and financing of continuing education, further training

The costs vary depending on the provider (apart from the examination fee, which is set by the responsible body of the AFPE). In general, the following costs must be expected for the 2-4-semester part-time continuing education, further training in marketing management:

• Course feesBetween CHF 11,880 and CHF 15,900, of which you will receive around 50% back from the federal government after the examination (regardless of the result).
• External examination feesCHF 3,400 (as of August 2025) The amount of the examination fee is determined by the responsible body of this Advanced Federal Professional Examination (AFPE). It is paid by the candidate after admission has been confirmed.
• Extra costs: At some schools, the costs for items such as teaching materials, course handouts, and practice exams are not included in the course fees.

Please contact the provider of your choice directly to find out what additional costs you can expect.

*Since 1.1.2018, preparatory courses for Federal Professional Examination (FPE) and Advanced Federal Professional Examination (AFPE) have been financially supported by the federal government. Graduates of these courses will therefore be reimbursed up to 50% (max. CHF 9,500 for FPE, max. CHF 10,500 for AFPE) of the course costs paid upon application after taking the federal examinations. In exceptional cases of hardship, the federal contributions will also be paid out in advance.

Duration of study, number of lessons and learning effort

• The continuing education, further training for marketing managers is modular and lasts 2-4 semesters, depending on the provider.
• The course can be attended at different times (e.g. one or two evenings per week or one evening plus half a Saturday or all day on Saturdays).
• Many schools offer a mix of face-to-face and online courses (online, hybrid teaching, blended learning) as well as self-study. You can therefore choose the format that allows you to combine continuing education, further training with family, work and leisure in the best possible way.
• Thanks to the extra-occupational concept of continuing education, further training, you can apply and deepen your knowledge immediately in practice. Nevertheless, you should allow sufficient time for preparation and follow-up of the lessons and for self-study - how much depends on your prior knowledge, working style and learning speed. We recommend that you allow at least 4-6 hours per week as a precaution.

Note: Some schools offer trial classes that give you a glimpse into the lessons and the learning environment. This will help you better assess whether the school and the preparatory course for marketing managers are a good fit for you. Check with your preferred educational provider directly to see if this option is available.

Degree, diploma and title

The Advanced Federal Professional Examination (AFPE) in Marketing Management is held once a year if at least 30 candidates meet the admission requirements, otherwise at least every two years. The examination can be taken in one of the three official languages German, French or Italian.

The Advanced Federal Professional Examination (AFPE) consists of the following examination parts:

1. situational questions marketing and sales (written, 360 minutes)

In this written part of the examination, candidates demonstrate that they have comprehensive knowledge in the areas of marketing and sales as well as business administration. They are able to apply this knowledge competently in professional tasks.

In terms of methodology, this part of the examination is based on so-called application tasks (action simulations) and "mini cases".

2 Integrative case study 1 and 2 (written, 240 minutes each)

The second part of the examination consists of an integrative case study made up of two parts. Based on this case study, candidates deal with questions ranging from analysis to the construction of solution variants.

3. critical success situations (oral, 30 minutes)

Candidates work through four to five situations that are critical to success. Here, candidates demonstrate that they are able to act quickly and correctly.

4.1 Presentation (oral 80 minutes, including 60 minutes preparation)

At the beginning of this part of the exam, candidates are given a starting point, which they analyze and develop concept and implementation ideas. Furthermore, they prepare a persuasive presentation for a defined target audience (e.g. management, customer, etc.).

4.2 Technical discussion (oral, 30 minutes)

Following the presentation, the candidates defend the concept and implementation ideas they have just presented to a panel of experts.

Diploma and title

Successful graduates of the Advanced Federal Professional Examination (AFPE) receive a federal diploma and are entitled to use the federally recognized and protected title "Certified Marketing Manager".

In French: "Cheffe de marketing diplômée / Chef de marketing diplômé"

In Italian: "Capo del marketing diplomata / Capo del marketing diplomato"

In English (This is only a recommendation/translation and not a protected title): "Marketing Director, Advanced Federal Diploma of Higher Education"