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

Marketing managers are qualified executives who have in-depth specialist knowledge in the field of marketing and sales and perform management functions. They develop comprehensive marketing concepts and strategies and are responsible for their implementation. In doing so, they keep an eye on both the company's goals and the marketing budget and always implement their marketing measures taking into account the latest market analyses.

Depending on the size of the company in which heads of marketing work, they are responsible for the entire marketing process (in smaller companies), for developing and implementing the marketing strategy and often also the sales strategy (in medium-sized companies) or for developing and implementing the marketing strategy or a partial marketing strategy, for example for product areas, customer groups, individual customers or even geographical markets (in large or international companies).

Remember: The weighting or frequency of the individual areas of responsibility may vary depending on the company and function/job profile.

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

The course and the higher professional examination for "Marketing Manager with Federal Diploma" and "Marketing Manager with 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

Prerequisites for admission to the Higher Professional Examination for Marketing Managers:

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

• Hold a federal professional certificate (BP) for industry-specific professional examinations (e.g. marketing specialist), a federal diploma, a diploma from a higher technical college, a university of applied sciences or a university and have at least three years' professional experience in a managerial and/or property management role in marketing.

Or

• Hold a federal certificate of proficiency (EFZ), a diploma from a federally recognized commercial secondary school or technical secondary 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 find out whether you have been admitted to the higher specialist examination at least three months before the start of the examination with a written notification including reasons in the event of rejection.

Note: Some schools are prepared to admit you to a preparatory course for the Higher Professional Examination for Marketing Managers if you do not (yet) meet the criteria for admission to the federal examination. It is your responsibility to ensure that you meet the necessary requirements at the time of the examination/examination registration. At some schools, it is also possible to attend the course without the intention of taking an examination. Admission requirements vary depending on the provider.

Subject matter and content of the training

The subject matter of the preparatory courses for the Higher Professional Examination for Marketing Managers is based on the specifications of the sponsoring body of the federal examination, the Swiss Association for the Higher Professional Examination 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 further training

The costs vary depending on the provider (apart from the examination fee, which is set by the HFP sponsor). In general, the following costs must be expected for the 2-4 semester part-time marketing manager training course:

• 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 March 2023) The amount of the examination fee is determined by the organizing body of this higher professional examination. It is paid by the candidate after admission has been confirmed.
• Fee for federal diploma and entry in the SERI register:CHF 50.-
• Extra costsSome schools do not include the costs for teaching materials, training documents and simulation exams 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 examinations (BP) and higher professional examinations (HFP) have been financially supported by the federal government. Graduates of these courses will therefore be reimbursed up to 50% (max. CHF 9,500 for BP, max. CHF 10,500 for HFP) of the course costs paid upon application after taking the federal examination. 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 marketing manager training course has a modular structure 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 further education with your family, career and free time in the best possible way.
• Thanks to the in-service training concept, you can apply and deepen the learning material in practice straight away. 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 so-called "taster lessons". This gives you the opportunity to gain an insight into the lessons and the learning atmosphere. Important aspects on the way to a successful graduation. It is best to contact the school of your choice directly for a taster lesson.

Degree, diploma and title

The Higher Professional Examination for Marketing Managers 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 higher professional examination 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 higher professional examination 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"