From masters and masters in marketing and sales
There is uncertainty among many managers in marketing and sales when it comes to the value of diplomas, especially among those who have become certified sales managers or certified marketing managers in the course of their career.
There is uncertainty among many managers in marketing and sales when it comes to the value of diplomas, especially among those who have become certified sales managers or certified marketing managers in the course of their career. Having passed the higher professional examination and obtained a federal diploma, qualified sales managers and qualified marketing managers are rightly regarded as masters of their profession. Nevertheless, they look with a certain amount of suspicion at the graduates of numerous Master's programs in marketing that have emerged in recent years as part of the development of universities of applied sciences. They fear that the professional excellence of graduate sales or marketing managers will be overshadowed by nice-sounding designations on university certificates. On the other hand, people on such Master's programs regularly underestimate the level of non-academic higher professional examinations. Relaxation is needed in the mutual relationship. It helps to consider what characterizes the various programmes.
The higher specialist examinations are "master examinations" based on job profiles. Certified sales managers and marketing managers are specialists and managers who have learned their profession from the ground up and have many years of practical experience in the profession. In addition, they have undergone an extremely selective process as part of the diploma examination. Professional organizations, such as Swiss Marketing (SMC), play a key role and thus bring the very important perspective of the working world into the higher professional examinations.
Master's programs are not directly derived from job profiles and often have an in-depth character in one or more subject areas. Professional organizations play a secondary role, if at all. The course content is determined by university professors and lecturers. The examination procedures have a formative character; the aim is to ensure learning success. Of course, Master's programs also teach you for your profession and not just theory, as is often claimed.
The prejudice that Master's graduates are not fit for practice and that the degree is a gift due to a lack of failure rates is just as false as the assertion that graduate marketing and sales managers are only strong on the operational side and less suitable for strategic tasks. Let's reconcile the two different educational paths for managers in marketing and sales with the following formula: Master's and Master's degrees in marketing and sales are equivalent, but different.
Dr. Peter Petrin, Vice President Swiss Marketing (SMC) and Director of the SIB (Swiss Institute of Business Economics)
The higher specialist examinations are "master examinations" based on job profiles. Certified sales managers and marketing managers are specialists and managers who have learned their profession from the ground up and have many years of practical experience in the profession. In addition, they have undergone an extremely selective process as part of the diploma examination. Professional organizations, such as Swiss Marketing (SMC), play a key role and thus bring the very important perspective of the working world into the higher professional examinations.
Master's programs are not directly derived from job profiles and often have an in-depth character in one or more subject areas. Professional organizations play a secondary role, if at all. The course content is determined by university professors and lecturers. The examination procedures have a formative character; the aim is to ensure learning success. Of course, Master's programs also teach you for your profession and not just theory, as is often claimed.
The prejudice that Master's graduates are not fit for practice and that the degree is a gift due to a lack of failure rates is just as false as the assertion that graduate marketing and sales managers are only strong on the operational side and less suitable for strategic tasks. Let's reconcile the two different educational paths for managers in marketing and sales with the following formula: Master's and Master's degrees in marketing and sales are equivalent, but different.
Dr. Peter Petrin, Vice President Swiss Marketing (SMC) and Director of the SIB (Swiss Institute of Business Economics)
