Due to increasing organisational complexity, evolving regulations, and technological advancements, Internal Audit (IA) is undergoing major change and rises in importance for organisations. Despite these developments, continuing education programmes and certifications in IA offered in Switzerland remain focused on traditional competencies. A marketing concept for a MAS Swiss Internal Auditor is developed that effectively addresses the defined target audiences and thus supports the successful programme launch.

A literature review was conducted to identify the target audience, understand the relevant criteria for their programme choice, and determine the most effective communication measures and channels. Additionally, a market analysis was carried out to identify marketing efforts of comparable programmes. Finally, semi-structured interviews with potential participants, decision makers and experts in higher education were conducted to gain deeper insights into the needs, expectations, and decision-making processes of target audiences when it comes to programme choice.

Based on these findings, a tailored marketing mix and corresponding KPIs were developed to market the MAS to potential participants and decision makers. The results indicate that a successful marketing strategy for the MAS requires a combination of a strong digital presence and opportunities for personal interaction. Accordingly, artefacts for the programme website, digital communication measures, events, and a brand guide with consistent wording and visual elements were developed. These recommendations reflect the identified decision criteria. Overall, the developed concept provides a practical roadmap for positioning, communicating, and successfully launching a MAS Swiss Internal Auditor in the Swiss continuing higher education market.