What does the day-to-day work of a communications manager (formerly PR consultant) with a federal diploma look like?

Communication managers are often found in management positions in advertising, marketing or communication agencies, as well as in the advertising and marketing departments of large companies. There they are entrusted with the conception, planning and implementation of communication strategies and measures for internal and external communication.

To this end, they prepare market analyses, design appropriate strategies and develop the communication concept as well as the use of suitable communication instruments (sponsoring, merchandising, public relations, traditional media advertising, direct marketing, multimedia, event marketing, sales promotion, trade fairs, etc.). In realizing the strategy, communication managers are responsible for controlling and coordinating the individual areas involved. This includes creation, media and production. They also usually have budget responsibility for the communications area and are responsible for preparing analyses and reports to measure the efficiency of entire campaigns or individual measures.

Good to know: The weighting/frequency of the individual areas of responsibility can vary depending on the company and function. 

 

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

The course and Advanced Federal Professional Examination (AFPE) for "Communication Manager with a Federal Diploma" (formerly PR Consultant) are suitable for

• Communication specialists with a Federal Diploma of Higher Education who wish to deepen their knowledge and further establish themselves in the communication industry.
• Executives from marketing or communication who would like to certify their skills with a federal diploma and thus further expand their career opportunities.

 

Communication managers should have the following personal qualities and skills:

• Marketing-oriented thinking
• Good expressiveness
• Linguistic aptitude
• Negotiating skills
• Organizational and planning skills
• Quick comprehension
• Great independence and sense of responsibility
• Creativity, creative talent
• Strategic and analytical thinking
• Conceptual action
• Flexibility
• Stress resistance
• Ability to work in a team

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

To be able to take the Advanced Federal Professional Examination (AFPE) for Communication Managers (formerly PR Consultants), you must meet the following admission requirements by the time of the examination date or examination registration:

• Federal Diploma of Higher Education as a Communications Specialist (FPE) or PR Specialist (FPE) and at least 2 years of management experience as an advertising manager or communications manager, communications consultant since graduation. (at least project management)

Or

• Federal Diploma of Higher Education (FPE) as a marketing specialist or degree from a University of Universities, University of Applied Sciences or Advanced Federal Diploma of Higher Education (HFP, HF) in the commercial sector and at least three years of experience in corporate or marketing/commercial communication, provided that at least two of these years were spent as an advertising manager or communication manager or communication consultant with a management function. (At least project management)

Or

• Completion of upper-secondary level or equivalent qualification and at least five years of professional experience in corporate and marketing/commercial communication, provided that at least two of these years are as an advertising manager or communication manager or communication consultant with a management function. (At least project management)

You will find out whether you have been admitted to the Advanced Federal Professional Examination (AFPE) at least three months before the start of the examination with a written notification including reasons in the event of a negative decision.

Note: Some schools are prepared to admit you to a preparatory course for the Advanced Federal Professional Examination (AFPE) for Communication Manager (formerly PR Consultant) 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. In this case, the admission requirements vary depending on the provider.

Subject matter and content of continuing education, further training

When compiling the course content, the preparatory courses for the Higher Professional Examination for Communication Managers are based on the respective specifications of the responsible body for the examination: KS/CS Communication Switzerland and pr suisse, Swiss Public Relations Association SPRV.

The following topics are covered in the preparatory courses:

• Economics (VWL)
• Business Administration (BWL)
• Marketing and market research
• Media law and communications law
• Communication strategy and communication concepts
• Corporate Communications
• Operational management
• Operations management
• Corporate Identity
• Use of media and channels and their creative implementation

 

Costs and financing of continuing education, further training

The costs for a communication manager training course are determined by the respective providers and can therefore vary. In general, you should expect the following costs for the 2 to 4 semester course:

• Course feesbetween CHF 15,000 and CHF 19,600, of which you will receive around 50% back from the federal government after the examination (regardless of the result)*.
• External examination feesCHF 1690 (as at July 2024) The responsible body of the course or AFPE determines the examination fee. It is paid by the candidate after admission has been confirmed.
• Extra costsAt some schools, for example, teaching materials, training documents and simulation exams have to be paid for separately and are not included in the course fees.

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

*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 are also paid out in advance.

Duration of study, teaching times, teaching format and learning effort

• Duration:The communication manager training (formerly PR consultant) has a modular structure and usually lasts two to four semesters. (depending on provider and program)
• Lesson times:The course is offered at different times. These time variants are determined independently by the respective schools, so there may be differences. There are often day courses and evening courses, which are offered weekly on an afternoon/evening or Saturday as well as in the evening.
• Teaching format: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.
• Learning effort: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 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 Advanced Federal Professional Examination (AFPE) for Communication Manager (formerly PR Consultant) is held annually if at least 25 candidates (for the German language), at least 8 candidates (for the French language), at least 4 candidates (for the Italian language) meet the admission requirements, otherwise at least every two years. Candidates can be examined in German, French or Italian.

Candidates are notified at least 30 days before the start of the examination. The invitation includes the detailed examination program (location, time, permitted aids) and the list of experts.

The Advanced Federal Professional Examination (AFPE) is divided into a written and an oral part:

Written parts of the exam

1) Basics A

Examined topics: Economics, business administration, business management and operations management

In this part, candidates are expected to solve the most important functions, processes and backgrounds for the tested topics using "mini cases", i.e. small practice cases.

2) Basics B

Examined topics: Marketing and market research

In this part of the exam, candidates are asked to solve the most important elements and procedures for the tested topics using mini cases.

3) Corporate communications

Topics covered: Communication strategy, corporate communication, corporate identity, use of media and channels, creative implementation, media and communication law

Candidates are examined by means of practical cases on important areas of corporate communications (listed under "Examined topics").

4) Commercial communication

Topics covered: Communication strategy, corporate communication, corporate identity, use of media and channels, creative implementation, media and communication law

Candidates are examined on the most important areas of commercial communication (listed under "Examined topics") on the basis of practical cases.

 

Oral part of the exam

1) Critical success factors

The oral interview is based on practical examples. Candidates must use these to identify and assess the critical success factors and propose possible solutions.

2) Diploma thesis

Main topics: Corporate and commercial communication

The diploma thesis is written in advance of the examination. It must then be presented orally and defended against the experts. Afterwards, not only the dissertation, but all competencies in corporate communication and commercial communication can be discussed in the technical discussion between the candidates and the 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 "Head of Communication with a Federal Diploma".

In French: "Responsable de la communication avec diplôme fédéral"

In Italian: "Responsabile della communicazione con diploma federale"

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