FAQs Executive Education Programmes

For a CAS, there are three possible admission routes:

• a degree from a university of applied sciences or university, plus at least three years of professional experience in marketing or a related field
• a federal professional diploma, plus at least six years of professional experience
• admission "sur dossier" based on demonstrably relevant professional experience – even without a formal degree

Are you unsure whether you meet the requirements?
We are happy to advise you personally.
 

A CAS (Certificate of Advanced Studies) is suited for targeted deepening in a specific subject area. An MAS (Master of Advanced Studies) is the most comprehensive qualification: it consists of four CAS programmes plus a master's thesis and confers an academic title recognised under federal law. The IMM does not currently offer a standalone DAS (Diploma of Advanced Studies) – you progress directly from a CAS to an MAS.

You have four ways to find out more: browsing our full course offering either here Programme Overview or here Programme Structure online, a personal consultation with one of our programme directors, the option to sit in on selected CAS sessions by arrangement, or direct online registration via the respective course page.

Yes. What matters is your professional experience, not necessarily prior work in marketing specifically. Many participants move into marketing from related fields or use the programme to deepen an existing role. You will find the exact admission routes above under "Admission Requirements."

Individual modules or equivalent prior achievements can be credited on request. Please contact the programme director of the relevant programme for an individual assessment.

Both are academic executive education master's degrees at the same level and recognised under Swiss federal law. An MBA or EMBA conveys generalist management knowledge, whereas an MAS offers subject-specific specialisation – in our case, in marketing. If you want to deepen your expertise in marketing rather than build broad general management skills, the MAS is the better fit.

A MAS costs around CHF 31,160.

Notes on costs:

• Course fees are not billed all at once but per CAS separately – costs are therefore spread across the duration of the programme.
• The MAS price consists of the fees for the four CAS programmes plus the diploma semester (CHF 1,800).
• From the point of MAS registration, you receive a discount of CHF 1,000 per CAS (max. CHF 4,000), provided the CAS is completed at the Institute of Marketing Management (IMM).
• In the case of early withdrawal, any discount granted must be repaid.

A CAS costs approx. CHF 8,340.
Course fees vary by programme and are listed on the respective course page.

Notes on costs:

• The price includes course materials, required literature, and examination fees (excluding resit fees).
• Note on the MAS: a CAS can be taken as part of an MAS at the IMM. If you register for an MAS up to 6 weeks before the start of the CAS, you benefit from a discount of CHF 1,000, even if the MAS registration occurs after the CAS registration.

CAS and MAS programmes are part of universities' academic executive education and, unlike degree programmes, are not subsidised by the federal government. Course fees therefore cover the full costs of teaching, supervision, and infrastructure.

Often, yes. Many employers contribute to executive education costs or grant paid educational leave, since the transfer of practical knowledge directly benefits the company. We are happy to provide documentation you can use to request cost support internally.

In most cantons, career-related executive education costs are tax-deductible. In the canton of Zurich, you can deduct self-paid costs up to a total of CHF 12,000. Exact rules vary by canton of residence – your cantonal tax office can provide details.

For CAS/MAS programmes, there is generally no statutory entitlement to federal scholarships. However, some cantons, foundations, or industry associations offer their own support options or education loans. Please check directly with your canton of residence or relevant industry training funds.

A CAS comprises 12 ECTS credits, equivalent to around 300 hours of work. This includes class time, preparation and follow-up, self-study, and assessments. The programme is designed to be completed alongside your job – with clear time structures and a realistic workload.

A CAS typically runs for around 4–6 months (max. one semester).

Duration varies by programme and is listed on the respective course page.

Classes are usually held on Fridays and Saturdays, once or twice a month.

Class days and times vary by programme and are listed on the respective course page.

Our CAS programmes start continuously at fixed dates in spring and autumn. Current dates for 2026 can be found in our course offering. Registering early secures your place.

An MAS consists of four CAS programmes plus a master's thesis. The programme typically takes two and a half years. Breaks between individual CAS are possible, giving working participants flexibility.

We offer four MAS programmes with different CAS combinations; details can be found on the Programme Structure page or on the respective course pages.

If you register for an MAS up to 6 weeks before the start of a CAS, you benefit from a discount of CHF 1,000 per CAS (max. CHF 4,000), provided the CAS is completed at the Institute of Marketing Management (IMM) – even if the MAS registration occurs after the CAS registration.

• In the case of early withdrawal, any discount granted must be repaid:
  • from the point of MAS registration, you receive a discount of CHF 1,000 per CAS (max. CHF 4,000), provided the CAS is completed at the Institute of Marketing Management (IMM).
• A withdrawal counts as timely if you notify the responsible office of your executive education programme in writing at least 24 hours before the start of the final exam, or the submission deadline of the final assignment, of the module currently being completed.
• A timely withdrawal results in deregistration from the module currently being completed as well as any remaining modules. These will not appear on your transcript. If you resume the programme later, any assessments already passed in the not-yet-completed module must be retaken.

Our courses have a minimum of 8 and a maximum of 24 participants, allowing for personal exchange and individual feedback.

Our participants bring solid professional experience in marketing or related fields – whether from large companies, SMEs, or non-profit organisations. What they share is a practical perspective, an interest in interdisciplinary exchange, and openness to collective learning. Practical experience – including experiences that did not go so well – offers learning value that no textbook can replace.

Our teaching philosophy combines classic in-person instruction with practice-oriented learning. We convey foundational knowledge through direct exchange, guest speakers from the business world contribute current case studies, and you work on case studies related to your own professional practice. The aim is that you can apply what you have learned directly – starting the following Monday.

Our instructors meet three criteria: subject-matter excellence with a strong reputation in their specialist field, didactic competence using modern, interactive teaching methods, and practical relevance through solid experience in industry. Participants regularly evaluate instructors to ensure the ongoing quality of teaching.

Yes. Alongside in-person classes in Winterthur, we offer digital learning formats: synchronous online instruction via Zoom or MS Teams, as well as asynchronous learning materials such as videos, scripts, and e-learning modules. This lets you work through content flexibly in terms of time and location.

Instruction is generally held in German.

The format varies by CAS – ranging from a written case study assignment related to your own professional practice, to practical projects, to presentations.

IMM's executive education programmes are embedded within the ZHAW School of Management and Law, one of only three institutions in Switzerland to hold Triple Crown Accreditation: AACSB, EQUIS, and AMBA.
The only other two are the University of St. Gallen (HSG) and IMD Lausanne.

In addition, international rankings, including the Financial Times Ranking, regularly confirm the high quality of education and executive education at the SML. This ensures the international recognition of your qualification is backed on multiple fronts.

Yes. ZHAW's CAS and MAS qualifications are recognised under Swiss federal law and are protected titles. You may accordingly use them on your CV and on business platforms such as LinkedIn or Xing.

Over 90% of our graduates successfully transfer what they have learned into practice, 70% subsequently take on more initiative and responsibility, and 27% find a new job. This is shown by our Impact Survey among graduates (2022), only available in German.

No. An MAS is a standalone executive education qualification and does not automatically qualify you for admission to a doctoral programme. This distinguishes it from a consecutive master's degree (MSc/MA).

Join us at one of our upcoming information events and get to know the IMM, our CAS and MAS programmes, and our programme directors in person – compact, non-binding, and informative.