Swiss Marketing: Theory versus practice

The number of university degrees has increased enormously. Their advantage is that they are called Bachelor's and Master's degrees worldwide. The titles of Swiss degrees have to be explained abroad or to foreigners. There is a big difference in favor of higher vocational education and training, especially if graduates want to prove themselves as generalists in everyday working life: It is practice-oriented. "Higher vocational education places less emphasis on science, but the practical relevance and practicability of what is learned play a much greater role," explains Peter Petrin, Vice President and Head of Department/Education Expert on the Central Board of Swiss Marketing. In higher vocational training, employers and students benefit from existing professional practice and the fact that they are still fully employed during their training. In full-time training courses, on the other hand, laboratory situations have to be created. However, these do not come close to reality.

Bruno Zanella, Head of Human Resources at Flughafen Zürich AG, takes a similar view: "Graduates of higher vocational training courses have practical experience and are already familiar with the professional world. This is an advantage, as these graduates are better able to assess the expectations placed on them in working life." Candidates without practical experience would certainly have a good education, but only know the world of work from theory. In practice, job profiles are defined on the basis of requirements. If job candidates are required to have professional experience, preference is given to graduates of higher vocational training. "As a rule, they are also somewhat more 'persistent' in terms of their willingness to work," Zanella cautiously notes.

A look inside the classroom

Let's take a look at the practical side, or to be more precise, the popular "Graduate Marketing Manager HF" course. Students on this course must have at least two years of professional experience in marketing and sales or in marketing and sales-related professions since completing their apprenticeship. On the other hand, graduates must work at least 50 percent during the course. The framework curriculum developed by Swiss Marketing and approved by the Federal Office for Professional Education and Technology OPET favors innovative and very action-oriented learning and testing. "This means that the main focus can be placed on application rather than knowledge," explains Peter Petrin. And since solving exams is not relevant to the profession, it is reduced to a necessary minimum. "What's much more important is that the focus is on the transfer to the real world of work. It is more exciting, more instructive and also more useful if students are given the task of writing a marketing concept for a real company in a few days, for example, than if they have to write such a concept in one or a few hours based on a case study," Petrin continues. In addition to the core subjects of marketing, sales and communication, qualified marketing managers enjoy a broad education: they are familiar with corporate management, HR and quality management, IT, production, procurement and logistics, etc. This makes them ideal contacts within the company. "What at first glance appears to be a marketing problem is often, at second glance, a problem for the company as a whole with links to many other functions and areas," says the education expert.

Performance counts

And what does the future of higher vocational education look like? Peter Petrin ventures a prognosis: "If the analysis of other countries shows anything, it is this: countries with high rates of academics have significantly higher unemployment rates, much lower innovative strength and lower competitiveness. The 'Bachelor's hysteria' in our country will subside as this qualification depreciates." Higher vocational education and training qualifications would retain a secure position due to their intrinsic strength. In professional life, it is not the beauty of the title that prevails in the long term, but the performance of the professionals. The famous French poet, philosopher and essayist Paul Valéry noted over 75 years ago: "The more important diplomas have become, the more the usefulness of the education system has been weakened."