Studium International Wine Business - zwei Frauen mit Weingläsern

International Wine Business bachelor degree programme

What better place to develop business administration expertise for the international wine business than in one of Austria’s top wine-producing areas?

In-depth education covering business administration, viticultural and oenological topics means that after six semesters you are fully equipped to assume managerial responsibilities in the wine and beverage industry, including on the international stage – thanks to a programme taught in English.

The degree programme

Of course, wine and the wine industry are the centre of attention throughout the programme, enabling you to become an expert in the subject. This is the only bachelor degree with an exclusive focus on the wine business offered at an Austrian university of applied sciences.

Courses on various business administration and economic disciplines form the basis of the programme. This gives you an insight into company and departmental structures and processes. And this wide-ranging expertise allows you to take on a host of different duties in your day-to-day work.

The programme also stands out for its strong international focus. You will be learning with fellow students from all over the world, and you have the opportunity to spend semester 4 abroad at one of our partner universities. You can also spend your internship in semester 5 in a foreign country.


A particularly attractive option is the dual degree we offer in conjunction with the KEDGE Business School - Campus Bordeaux, France. Besides obtaining a bachelor of arts at IMC Krems, you will also be accredited with a degree from our partner institution.

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Business administration – the basics

Business administration focuses on how organisations and companies are managed. In other words, it examines business processes with the aim of providing insights into the planning, implementation and evaluation of responsibility, approaches and objectives in different parts of a business.

Business administration topics include accounting and finance, marketing, human resources and logistics.

Core topics of the International Wine Business degree programme

The International Wine Business bachelor degree covers various fundamental aspects of business administration. What’s more, you’ll also take a look at the key features of the wine industry.

Viticulture aka winegrowing

Winegrowing refers to the cultivation of vines with the aim of producing wine. This is the job of the winemaker. Numerous factors influence the taste of the end product, including location, soil, climate, weather, the winemaker’s work and the vine varieties selected.

Oenology aka winemaking or viniculture

Viniculture covers all of the essential activities involved in making wine. Oenologists are responsible for cellar equipment and production of the various wine varieties. Experts are familiar with market requirements and the ways their wines will satisfy them.

Sensory analysis

This discipline is all about assessing a wine’s character using the senses. The focus is on criteria such as colour and clarity, bouquets and aromas, consistency, temperature and of course taste.

Degree programme International Wine Business - Women are in the vineyard drinking a glass of wine
Degree programme International Wine Business - Students in the lecture hall
Degree programme International Wine Business - Students works on the laptop

" You can design your degree in line with your personal interests. You can decide whether to spend a semester at one of our partner universities and find an internship that’s tailor-made for you. You’re also free to choose the topic of your bachelor paper. Just to give you a few ideas: organic wine production and natural wine, e-commerce and digital wine marketing, wine tourism, or specific wine markets such as the UK, China or Russia. "

Programme director Albert Stöckl

A formula for success: theoretical knowledge + practical experience

The programme is built on three pillars.

  1. 1

    1. The basics

    Semesters 1-4

    The programme covers business administration, economics, languages and communication, and also enhances your interpersonal skills.

    You will develop expertise in marketing, sales and brand management. There is a constant focus on domestic and international circumstances and practices. With a curriculum that also includes accounting, finance and management controlling, after graduating you will be ideally placed to make your company more competitive on the Austrian and international market.

  2. 2

    2. The internship semester

    Semester 5

    The fifth-semester internship, where you will work for at least 22 weeks in your chosen specialism, is the centrepiece of the degree programme. We recommend completing it abroad.

    During the internship you will gain first-hand insights into a company’s operations and functions, as well as gaining experience that could play a decisive part in your future career.

    The other semesters also feature a strong focus on practical elements. Courses at the viticulture colleges in Krems and Klosterneuburg, group work including production of your own vintage, and countless excursions and company visits are just a few of the practical aspects of the degree programme.

  3. 3

    3. Advanced courses

    Semesters 1-6

    It goes without saying that you will concentrate on wine and winegrowing during your degree. You’ll find out what makes the perfect vineyard location and about the role played by the vines. You will acquire expertise in winegrowing, wine production, grape varieties and wine styles.

    Other key aspects of the programme include international wine law, sensory assessment of wine, and wine treatment and analysis methods. So at the end of your degree you will have all the tools needed to evaluate wine production under specific conditions in Austria and abroad.


What can you expect from your studies? The curriculum provides an overview.
Click on the individual courses for further information.

  1. CourseSWSECTS
    Accounting and Financing
    Accounting I 24
    International Wine Law 12
    Principles of Management I 23
    Sustainability and Ethics in Leadership 11
    International Wine Industry / International Wine Marketing
    Sustainability in the Wine Industry 12
    Wine Regions of the World I 23
    Wine Production
    Viticulture I 23
    Wine Sensory
    Wine Tasting and Description I 23
    Mathematics and Statistics
    Business Mathematics
    Business Mathematics - Theory 12
    Business Mathematics - Exercise 12
    Personality Training
    Group Dynamics 11
    Scientific Methods and Tools
    Principles of Business Data Analysis 23
    Foundations of Empirical Social Research 11
  2. CourseSWSECTS
    Accounting and Financing
    Accounting II 23
    Microeconomics 23
    Principles of Private and Public Law 22
    Principles of Management II 12
    Marketing 23
    Wine Production
    Viticulture II 22
    Wine Processing I 23
    Wine Sensory
    Wine Tasting and Description II 22
    Mathematics and Statistics
    Business Statistics
    Business Statistics - Theory 12
    Business Statistics - Exercises 12
    Personality Training
    Rhetoric and Presentation 11
    Intercultural Competence 22
    Scientific Methods and Tools
    Research Methodology 13
  3. CourseSWSECTS
    Macroeconomics 33
    Procurement and Logistics 23
    Project Management 12
    Human Resource Management 23
    Marketing Research 24
    International Wine Industry / International Wine Marketing
    International Wine Tourism 24
    Wine Production
    Wine Processing II - Theory 23
    Wine Processing II - Practice 11
    Wine Sensory
    Wine Tasting and Description III 11
    Personality Training
    Communication and Negotiation Skills 12
    Scientific Methods and Tools
    Computational Thinking 12
    Software Applications 22
  4. CourseSWSECTS
    Accounting and Financing
    Finance and Investment 23
    International Agriculture and Trade Policies 23
    Principles of Business Law 34
    Quality and Process Management 23
    E-Commerce and E-Marketing 23
    International Wine Industry / International Wine Marketing
    Wine Regions of the World II 23
    Wine Export Markets 23
    Wine Production
    Viticulture III 23
    Scientific Methods and Tools
    Bachelor Seminar I 15
  5. CourseSWSECTS
    Practical Training
    Practical Training 028
    Practical Training Coaching Seminar 12
  6. CourseSWSECTS
    Accounting and Financing
    Controlling 23
    Strategic and Corporate Planning 23
    Entrepreneurship 23
    International Wine Marketing and Brand Management 23
    International Wine Industry / International Wine Marketing
    Wine Regions of the World III 33
    Current Topics in the International Wine Business 22
    Wine Production
    Wine Processing III - Theory 22
    Wine Processing III - Practice 11
    Scientific Methods and Tools
    Bachelor Seminar II and Bachelor Paper 18
    Bachelor Exam 02

Study abroad

Spend a semester or more at one of our 160+ partner universities. A unique experience!

The exchange semester

Key features

Why should you choose our International Wine Business degree programme? Here’s an overview.

Surrounded by vineyards

Krems is located in the heart of Europe, about an hour from Vienna by road and rail. Thanks to its distinctive culture and breathtaking scenery, the neighbouring Wachau valley – a popular and renowned winemaking area – is a UNESCO World Cultural Heritage Region. There’s nothing better than discovering its culinary specialities and outstanding wines and wineries.

The university’s proximity to Vienna and the diverse cultures of neighbouring countries including Germany, Italy, Hungary, the Czech Republic and Switzerland give you an ideal opportunity to nurture your intercultural skills and know-how inside and outside the classroom.

It’s all about wine

The curriculum includes a detailed look at the wine business and wine law. You’ll also develop your expertise in viticulture, oenology and the sensory assessment of wine, meaning you’re ideally placed to take on a managerial post in the wine and beverage industry.

The programme has close contacts to a number of high-profile wineries and wine producers, leading Austrian research institutes, and figures in the international wine business.

Bringing theory to life

The Practical Training Semester (PTS) is an integral part of the curriculum, so you have the chance to put your expertise into practice. You can complete your internship in viticulture, oenology, sales, marketing, e-commerce, purchasing, administration or wine tourism.

There is also the option of a placement in a related sector, such as the hotel/restaurant/cafe (HoReCa) business, or with a supplier or service provider. You can also choose a combination of focuses, for example viticulture and oenology – the internship takes place in the winter semester, with harvesting and fermentation making this an exciting time at any winery – or marketing and sales.

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Key skills

When you graduate, you will have developed wide-ranging professional and theoretical expertise and skills, as well as strong interpersonal abilities.

During the degree you will learn about the basics of business administration, economics and law.

Understanding complex functions within organisations and the interplay between departments is another core competence. You will be aware of just how important an enduring corporate culture is, and become an advocate for strengthening the culture at your company.

You will also study the following business disciplines during your degree:

  • Accounting and finance: You have all the skills required to take on bookkeeping, accounting or controlling duties. You are also familiar with various financial instruments and budgeting tools, and how to deploy them effectively.
  • Marketing: You will study key marketing models, with a focus on typical marketing methods, international and strategic marketing, and market research.
  • Human resource management, logistics and organisational development: You will become familiar with key responsibilities of HR managers and learn how to handle cross-cultural differences. The course also provides an overview of logistics and procurement, and teaches you how to incorporate aspects of quality assurance in your approach to work. Your extensive basic business knowledge also enables you to play a part in preparing business plans.

Microeconomics and macroeconomics are core elements of the curriculum. After completing your degree, you will have a clear understanding of major global interrelationships, which can feed into your organisation’s decision-making processes.

The programme also provides an overview of various legal topics, with an emphasis on international and European wine law.

Analysing research-related questions is an important aspect of higher education. This is why we help you to develop academic skills that allow you to understand and successfully participate in research processes.

High-quality bachelor papers stand out through their contribution to increasing academic knowledge in the subject in question, and for the significant practical benefits they generate.

Examples of topics and methods for the bachelor paper include analysing wine ranges offered by discounters, supermarkets, top restaurants and webshops; experiments such as blind tastings and shopping situations; surveys of particular consumer groups; or case studies on especially innovative or successful businesses.

Besides professional expertise, interpersonal skills will play a major role in your day-to-day work.

This is why we place a particular emphasis on soft skills. You will develop your teamworking abilities in various group work situations, as well as learning how to manage conflicts in the group. We also help you to enhance your presentation skills, put you in a position to take on team leadership functions and teach you how to use conflict resolution tools.

A stand-out feature of the degree programme is that it enables you to develop strong cross-cultural abilities, thanks to the programme’s distinctive international focus. You learn how to handle contrasting views and approaches more effectively and identify potential in teams comprising members with a variety of personal and cultural backgrounds. Put simply, in your career you’ll be able to deal expertly with business partners from all over the world.

You will pick up specific wine-related knowledge and become familiar with the basics of winegrowing and wine production, as well as with the grape varieties and wine styles found in traditional wine producing countries in Europe and overseas. You can evaluate grape growing processes, taking into account national and international economic and environmental factors.

You also have the necessary skills to carry out sensory assessment of wines, and describe and classify them. This sets you apart from graduates of typical business degree programmes.

During your degree, you will learn about domestic and international structures and the key features of the wine business. You will be in a position to analyse various wine markets, using the results as the starting point for developing business concepts for the wine, spirits and beverage industry.

You can identify ways in which the wine and tourism sectors can benefit from one another, and can put forward ideas to future employers.

Career paths

After completing the International Wine Business bachelor degree programme, you will have what it takes to assume countless different posts in the wine industry in Austria and around the world.

You have the choice of starting a career or enrolling for a full-time or part-time master degree.

A wide range of options will be open to you – at IMC Krems, for instance, you can register for the master degree programmes:

Alternatively, you can take a master degree in business at another Austrian or foreign university.

  • Potential entry-level positions
  • Marketing and advertising
  • Consulting and sales, incl. export
  • Purchasing assistant, incl. import
  • Junior food and beverage (F&B) manager
  • Sommelier, wine service, stock-keeping, staff training
  • Fine wine store management in Austria and abroad
  • Analysis, advice and marketing at an agency
  • E-commerce: managing websites, webshops, social media pages and, where applicable, blogs
  • Positions at domestic and international organisations and associations such as chambers of agriculture, the International Organisation of Vine and Wine (OIV), the Austrian Wine Marketing Board (AWMB), etc. 
  • Wine-related teaching and training at schools or higher education institutions
  • Activities in all upstream and downstream sectors of the wine and beverage industry
  • Research and development, e.g. at the Bundesamt für Weinbau, universities or universities of applied sciences
  • Organising and providing tourism services related to wine and the gourmet sector
  • Entrepreneurship: freelance activities and start-ups
10 good reasons

What makes us special? We are more than happy to tell you about the aspects of our university, which we are especially proud of.


Friendly and cosmopolitan: The city attracts students from all over the world, who come to study, research and work together.

Service centers

Our university has removed a host of administrative hurdles, leaving you free to concentrate fully on your studies.

Advisory Service

Do you have questions regarding our degree programmes or the application? Contact our Prospective Student Advisory Service.

Opinions : International Wine Business

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Our team

Get to know the core team of our bachelor degree programme International Wine Business.

  • Prof.(FH) Dr. Dipl.-BW(FH) Albert Franz Stöckl, MA | Programme Director International Wine Business - IMC Fachhochschule Krems
    Prof.(FH) Dr. Dipl.-BW(FH) Albert Franz Stöckl, MA
    Programme Director International Wine Business

    Programme Director International Wine Business

    Prof.(FH) Dr. Dipl.-BW(FH) Albert Franz Stöckl, MA

  • Mag.(FH) Florian Ruhdorfer
    Head of Corporate Relations
  • Dr. techn. Dipl.-Ing. Sarita Paudel
    Senior Lecturer Institute Digitalisation and Informatics
  • Prof.(FH) Klaus Kotek, MBA
    Professor (FH) Institute International Trade and Sustainable Economy
  • DI Dr. Markus Walter Eitle, MSc.
    Senior Lecturer Institute Tourism, Wine Business and Marketing &...

Application and admissions – the next steps

You've found a course that's a perfect fit? Great – you’ve already taken the most important step! We’ve put together an overview to guide you through the next steps.

What are the admission requirements for bachelor programmes?

To qualify for admission to a university of applied sciences bachelor degree programme, you must have an Austrian school-leaving certificate or an equivalent qualification.

Do you have a school-leaving certificate issued outside Austria?

We’ll check to make sure it’s equivalent to an Austrian certificate in accordance with section 4 of the University of Applied Sciences Studies Act (FHG) when you’ve sent us all the relevant documentation via our online application tool. If it is not an equivalent, you’ll receive information on the supplementary examinations you’ll need to pass. In a nutshell, you will have the option of completing a summer school and the necessary supplementary examinations at IMC Krems or look for an external provider. In that case, you might consider our cooperation partner, the University of Applied Sciences Upper Austria: It offers a one-year International Foundation Programme which provides you with all the necessary qualifications you need in order to start your studies in Krems.

What proof of your language skills is required for our English-language bachelor degree programme?

We’ll assess your English language proficiency at your interview, so there is no need to provide additional evidence of your English skills. 

Do you still need to complete your military or alternative service?  If you’re a male Austrian citizen, we strongly recommend completing your compulsory national service before beginning your studies. This will allow you to finish your degree with no interruptions and start your career without delay afterwards.


Application interview

We would like to get to know you as a person: As part of the online application you will have to write a statement of motivation and a short essay on a topic relevant to the degree programme. Predefined questions about your motivations as well as the requirements and topics for your essay can be found in the online application. You choose one of the suggested topics, conduct research to broaden your knowledge, deal with the issues and bring your own point of view to the essay. Your answers are to be entered in the fields provided.

Your statement of motivation and your essay form the basis for your application interview. Every applicant has an opportunity to introduce themselves in a group discussion, usually with the degree programme director. In addition to the personal introduction and your motivation to study, the applicant and the interviewer discuss the topic selected and the arguments used in the essay, as well as the topic’s relevance for the degree programme.

The application interview is held in the language of instruction of the degree programme and can take place either online via Microsoft Teams or in presence.

After the application interview, your statement of motivation, the essay and your performance throughout the interview are assessed on the basis of the content-related remarks, the manner in which they express themselves and the arguments used.

Interview dates

There is usually a selection of dates to choose from, with quotas allocated for each date. You can select a preferred date and time slot for your admission interview during the online application process. In order to still benefit from the full selection of dates, we recommend that you submit your application in good time.

Get an overview of the dates for your programme.

Admission interview

After you have successfully completed your online application, your application will be checked for completeness and correctness. As soon as this process is completed, we will inform you by e-mail and confirm the date for your admission interview. We will send you the Microsoft Teams Meeting Link in a separate e-mail a few days before the application interview date.

Application deadline for EU nationals / Extended application deadline 15/04/2023 / 15/08/2023
Application deadline for non-EU nationals
Application for the next study year possible from 01/12/2023
Please note that the IMC University of Applied Sciences Krems reserves the right to close the extended application period at any time without prior notice. We therefore recommend that you submit your application as soon as possible.
Apply now

You've decided for one of our degree programmes? First of all: congratulations and thank you for choosing us! We’ll be happy to guide you step-by-step through your online application.


You would like to plan ahead and would like to know when your degree programme starts? Here you will find the answer!


Questions about the degree programme?

Prospective Student Advisory Service

Do you have questions regarding the entry requirements, the admission procedure and more? Our Prospective Student Advisory Service is happy to help.

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Ask Sebastiaan

Ask Sebastiaan

Would you like first-hand information about the International Wine Business degree programme? Contact Sebastiaan directly, he will be happy to answer all your questions about the study programme.

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