Prof.(FH) Klaus Kotek, MBA

Professor Department of Business

+43 2732 802-383

Kernkompetenz/Core Competences:

  • International Marketing and Sales, incl. Brand Management/ Employer Brand Management
  • Corporate Communications and Public Relations
  • In the area of HR: Employer Branding, incl. Change Management Communication (Transition-Management of M&A- and Rebranding Processes)

Betreuungsbereiche Bachlor-/Masterarbeit/Fields for Bachelor/Master Theses:

  • Research focus: „New World of Work“ (NWOW – in cooperation with DI Michael Bartz/ IMC) – therefore a clear preference to coach topics in this area, in particular Employer Branding. E.g. tools and techniques to develop and evolve an ‘employer of choice’-image (meaning a strong employer brand)
  • (New) opportunities to attract (new and existing) employees and to foster a sustainable employer brand
  • Topics related to brand management/ employer brand management
  • Planning-, Budgeting- and Performance Management (KPI for controlling, planning/ incl. budgeting)
  • Criteria to assess the attractiveness of markets (e.g. for export activities). Characteristics to be considered to identify market opportunities whilst minimizing risks. This covers in particular: target group segmentation, strategic competitor analysis and pricing strategies.
  • Corporate Communications (applied integrated marketing communication), incl. content marketing/ new media campaign management and evaluation (via media planning metrics/ key performance indicators = KPI). 
  • Analysing sales processes by the means of a ‘sales-funnel’-model: How marketing and sales cooperate in acquiring, maintaining and servicing (potential) customers and support customer retention.

Methoden Präferenz/Methodological Preferences:

  • Quantitative methods: Survey research / Questionnaire / Structured interview
  • Qualitative methods: Qualitative interviewing / Focus Groups / Document analysis / Grounded theory / Case studies / Content analysis
Curriculum Vitae


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