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

As generalists, marketing managers HF have extensive practice-oriented specialist and management skills. In the marketing departments of both large companies and larger SMEs, they work in operational marketing, in the area of support processes and business processes.

Marketing managers HF determine the target markets and the marketing strategy on the basis of market research. They develop a comprehensive marketing concept and plan marketing activities down to the last detail. Their knowledge of business administration and finance enables them to keep an eye on all key figures, monitor the budget and check the profitability of projects. They act as contact persons for both PR and media specialists and ensure structured processes in the areas of logistics, production and procurement.

Please note: The weighting/frequency of the individual areas of responsibility may vary depending on the function/job profile as well as the company, company size and sector. 

Target group and skills: Who is the Marketing Manager HF degree program suitable for?

The Marketing Manager HF course at a university of applied sciences is suitable for

• Ambitious professionals from marketing or sales who would like to take on far-reaching specialist and management responsibility
• EFZ commercial specialists, EFZ retail specialists or EFZ mediamatics specialists who would like to work as generalists in marketing with comprehensive specialist knowledge
• Professionals with initial professional experience in marketing and/or sales who would like to increase their career opportunities with an HF diploma
• Individuals with a high school diploma or technical high school diploma with professional experience in marketing and/or sales who would like to acquire practical skills in the areas of management, leadership and business administration in addition to in-depth specialist skills in marketing

Marketing managers HF should have the following personal qualities and skills:

• Sense of responsibility
• Networked thinking and action
• Negotiating skills
• Independent and reliable way of working
• analytical and conceptual skills
• Communication skills
• Good foreign language skills
• Inventiveness and creativity
• Ability to work in a team
• Planning skills
• Leadership and organizational talent
• Customer and service orientation

Requirements for admission to the HF Computer Science degree program:

Each university of applied sciences (HF) decides on its own admission procedure for the HF Marketing degree program. This is regulated in their study regulations - taking into account the relevant legal basis. There may therefore be differences between the universities of applied sciences (HF).*

In order to be able to start a Marketing Manager HF course at a university of applied sciences (HF), you must generally meet the following admission requirements.

• Completion of three years of basic vocational training with a Federal Certificate of Competence (EFZ) as a commercial clerk EFZ, retail specialist EFZ or mediamatician EFZ.

Or

• Completion of three years of basic vocational training (EFZ) in another field and at least two years of relevant professional experience in marketing and/or sales (with at least 80% professional activity).

Or

• Completion of a high school diploma or technical secondary school and at least two years of marketing or sales-related professional experience (with at least 80% professional activity).

Further conditions:

• In the case of a part-time HF Marketing degree course, at least 70% employment in the marketing or sales-related area is required.
• At least 50% professional activity in the marketing or sales-related field, provided that at least two years of marketing or sales-related professional activity with an 80% workload was pursued before commencing the Marketing HF course.
• In the case of full-time HF IT studies, internships of at least 720 learning hours (with a relevant EFZ) or at least 1800 learning hours (without a relevant EFZ)
• In addition: Marketing specialists with a federal certificate and sales specialists with a federal certificate benefit from a shorter duration of study (shortened by max. 1 year).

Note: In some cases, it is possible to have educational achievements already completed credited. Please contact the provider of your choice directly.

* The courses offered by the universities of applied sciences (HF) are based on framework curricula developed jointly by education providers and industry associations and approved by the State Secretariat for Education, Research and Innovation (SERI). If the PET colleges adhere to existing framework curricula in the detailed design of their courses, their PET courses are federally recognized and lead to a protected title.

Subject matter and content of the training

The course content of the HF Marketing degree course for Marketing Managers HF is based on the "Marketing Management" framework curriculum. The sponsors are: Swiss Marketing (organization of the working world) and hfmk.ch (representation of the training providers). They are responsible for the creation of the framework curriculum and its periodic review in terms of topicality and quality.

Nevertheless, the universities of applied sciences have a certain amount of leeway in the design of their study programs for future marketing managers HF. Which course content is ultimately covered and how it is structured can therefore vary from college to college. The universities of applied sciences can also offer specializations, for example.*

As a rule, the following topics are covered:

• Marketing
• Communication
• CRM
• Sale
• HR/Personnel, Organization and Management
• Law
• Compliance
• Economics (VWL)
• Business Models and Development
• Finance and accounting
• Project and process management
• Innovation management
• Quality, environment and safety
• Supply Chain Management
• Language skills, English
• Data collection and data analysis

*Such a specialization may be offered in the scope of 300 learning hours. They can be carried out either in the form of contact hours and/or other forms of teaching and learning. The protected title "Certified Marketing Manager HF" remains unchanged.

Costs and financing of further training

The costs vary depending on the provider, training location and training model. In general, the following costs can be expected for the 6-semester Marketing HF course:

• Tuition feesThe semester fee depends on the school and your canton of residence. You can expect to pay between CHF 12,600 and CHF 25,200 for students resident in the canton of training*. The costs for the examinations and the diploma thesis are usually included in the course fees.
• Additional costsSome providers charge extra costs for the registration fee and student card, preliminary courses (optional), teaching materials, special software, licenses, learning studios, internships, training documents, exams/diploma papers and exam retakes. Find out about the additional costs directly from the HF of your choice.
• Acquisition of additional qualificationsFor additional qualifications such as an internationally recognized English certificate or the VSK Higher Business Diploma, you will have to expect extra costs for the preparation and external examination.

* Courses at universities of applied sciences are financially supported by the cantons. Students from outside the canton pay higher tuition fees. The following conditions apply in order to receive cantonal funding:

• at least two years of residence in the canton
• The course is listed on the EDK (Swiss Conference of Cantonal Ministers of Education) list of eligible courses (you will find the link to the list in the answer texts).

Duration of study, number of lessons and learning effort

• Duration of studyThe degree course at a university of applied sciences (HF) to become a qualified marketing manager HF has a modular structure and lasts 6 semesters.
• Number of lessonsThe course comprises 3600 learning hours with a relevant EFZ. For courses without a relevant EFZ, the number of learning hours generally increases to 5400 learning hours; please contact the school of your choice. The professional activity (practice in relevant professional activity) during the part-time Computer Science HF course is credited with a maximum of 720 hours (with a relevant EFZ) or a maximum of 1800 hours (without a relevant EFZ) towards the training period. Learning hours also include contact studies (with qualified supervision, e.g. traditional classroom teaching), guided self-study (e.g. exercises, learning workshops), free self-study (e.g. preparation and follow-up work), performance assessments in the fields of activity, project work in a team, diploma thesis. How these learning hours are divided up in terms of time is defined in the framework curriculum.
• Training modelsThe course is only offered on a part-time basis. Classes take place, for example, two evenings a week or on a whole weekday or on Saturdays. This can vary from HF to HF.
• Teaching formatMany schools offer a mix of face-to-face and online courses (online, hybrid teaching, blended learning).
• Learning effort:You should allow sufficient time to prepare for and follow up on the lessons and for self-study - how much depends on your prior knowledge, working style, learning speed and chosen training model. We recommend that you allow at least 4-6 hours per week for the part-time model.

Tip: Some schools offer so-called "taster lessons"/"trial 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. Take the opportunity and contact the school of your choice directly.

Degree, diploma and title

The degree course in Marketing Management HF concludes with a final qualification procedure consisting of the following three parts:

1. The results of the previous semester examinations
2. Project work during the Marketing HF course in a team/group, it is usually written in the last two years of study (scope of 100 learning hours)
3. The dissertation is practice-oriented; candidates have the opportunity to demonstrate their knowledge, skills and networked thinking. The thesis is written individually on a topic relevant to business administration (approx. 200 learning hours). It is written at the end of the course (can also be integrated into the 5th or 6th semester). Here too, the time frame is determined by the respective HF in its study regulations. The thesis will also be presented to a group of experts (expert panel) and then defended in a discussion.

The details of implementation are regulated by the respective HF in its study regulations.

Diploma and title

Graduates of the course receive an HF diploma and are entitled to use the federally recognized and protected professional title "Dipl. Marketingmanager HF / dipl. Marketingmanagerin HF".

In French: "marketing manager diplômée ES / marketing manager diplômé ES"

In Italian: "marketing manager diplomata SSS / marketing manager diplomato SSS"

In English (translation, i.e. recommendation, but not a protected title): "Advanced Federal Diploma of Higher Education in Marketing Management"