Marketing master degree programme

Major tracks in Tourism and Service Marketing, Fashion and Lifestyle Marketing, and Retail and Shopper Marketing

Do you enjoy working in a creative, dynamic and international environment, and planning and implementing marketing and communications strategies? Compatible with part-time employment, the Marketing master degree programme is tailor-made for you, with major tracks in Tourism and Service Marketing, Fashion and Lifestyle Marketing, and Retail and Shopper Marketing.

The degree programme: Master of Arts in Business (MA)

Marketing management refers to the planning, coordination and monitoring of all corporate activities geared towards meeting customers’ current and future needs. This demands a detailed understanding of consumer behaviour, various marketing tools, as well as creative approaches to developing products and services. Innovative marketing strategies are the key to a company’s success, especially in the tourism, fashion, lifestyle and retail sectors.

The Marketing master programme gives you specialist knowledge and enables you to develop the skills and competences you need to work and communicate effectively as a marketing expert in Austria or abroad.

You learn how to plan, execute and evaluate marketing activities, with a strong focus on business practice. Core topics include strategic and brand management, digital marketing, communication skills and market research.

You acquire practical expertise in web design and storytelling, while specialist courses in communication give you the tools you need to handle presentations and management situations.

Throughout the programme, students work closely with businesses on course-related and research projects. This means you can forge contacts that might play an important part in your future career, as well as learning from the experts.

What does “compatible with part-time employment” mean? Courses take place on three successive weekdays, so you can hold down a part-time job during your degree. The curriculum does not include a compulsory internship, although in semester 4 students can either complete a placement with an employer of their choice or spend an exchange semester at one of our partner universities.

Studium Marketing - Studiengangsleiter hält einen Vortrag

Studium Marketing - 2 Studierende sitzen auf der Stiege

Studium Marketing - Eine Frau liest ein Buch

Marketing experts play a crucial role in every company, because they contribute directly to value creation. Their key skills include strategic and analytical thinking, creativity, excellent communication abilities, and expert use of digital media. The Marketing master degree programme is designed to meet the business world’s demand for all these requirements. The option of specialising in tourism, fashion or retail marketing helps to broaden students’ skills profile.

Programme director Christian Maurer

A formula for success: theoretical knowledge + practical experience

The programme is built on three pillars.

The core subjects

Semesters 1-3

Developing attractive products, services and offers requires in-depth knowledge of strategic marketing management. This includes an understanding of:

factors influencing the quality and development of locations
customer-focused product and service development using design-thinking methods
marketing processes throughout the customer journey
the latest consumer analysis and market research methods, such as big data and artificial intelligence
the functions and applications of conventional and digital media for marketing and public relations
preparation and management control of marketing budgets
the legal and ethical frameworks for marketing strategies

In addition, the Digital Skills module in semesters 2 and 3 sharpens your skills in using software applications to develop web and mobile apps, and shows you how to ensure customers remain loyal to your company by means of storytelling and influencer marketing.

The creative communication courses that form part of the Leadership and Communication Skills module cover aspects such as acting and performing, persuading, inspiring and influencing people, showing you how to motivate and convince people and manage them effectively.

Practical elements

Semesters 1-4

Each of the four semesters has a strong practical focus. Lecturers with international backgrounds and extensive business experience will share their practical know-how with you. Questions are discussed on the basis of case studies, and in particular in semester 3, you will work on real-life, course-related customer projects, in collaboration with and on behalf of companies.

Marketing in Action (semester 3) gives you the option of taking part in excursions to high-profile companies, where you can gain insights into day-to-day business processes from marketing experts and marketing managers, as well as forming new contacts.

Semester 4 is mainly devoted to writing your master thesis. During the “mobility window” in the same semester, you have the chance to complete an internship at a company of your choice or a semester abroad at one of our numerous partner universities.

The electives and master thesis

Semesters 2 & 4

Improving your career opportunities: the electives help to bring you up to speed for jobs in highly attractive business sectors. You can choose one of three majors: Tourism and Service Marketing, Fashion and Lifestyle Marketing, or Retail and Shopper Marketing.

The electives account for eight hours per week during the semester and 16 ECTS credits.

During your work on the master thesis, you independently carry out academic analysis of a problem related to your elective, devising solutions that meet practical business requirements.

More about the electives

Curriculum

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

Semester 1

Course	SWS	ECTS
Management
Site Development	2	3
Site Development Module: Management Root module: Management Semester: 1 Course code: SID1VO Contact hours per week: 2 ECTS: 3 Course Content: Characteristics and importance of locations for businesses in the tourism, retail, fashion and lifestyle sectors Factors influencing the quality and development of locations Methods of analysing and evaluating locations Location development measures Establishing and managing partnerships, networks and clusters Overview of the subsidy system Recruiting skilled workers and employee training Course outcome: Upon completion of this course, students are able to: explain the importance of growth, location development and location marketing for businesses, regions and local authorities analyse and evaluate the current status of a location recognise opportunities for location development apply various location development and location management methods and approaches prepare a development plan for a location
Finance and Budgeting for Marketers	2	4
Finance and Budgeting for Marketers Module: Management Root module: Management Semester: 1 Course code: FBM1ILV Contact hours per week: 2 ECTS: 4 Course Content: Terminology, indicators and formulas for planning and managing budgets The planning process for marketing budgets Statement of profit or loss, break even analysis Calculation methods for and forecasting of key performance indicators (e.g. allowable cost for marketing, return on investment, return on communication, cost per acquisition, cost per action, cost per mille, cost per click, customer lifetime value) Different sources of finance for marketing activities (e.g. equity, revenue, sponsorship, partnerships) Course outcome: Upon completion of this course, students are able to: use specialist concepts, indicators and calculation formulas to prepare a marketing budget draw up a marketing budget for integrated offline and online campaigns perform forecast calculations for important marketing key performance indicators monitor and manage budget-related campaign objectives
Marketing Process
Marketing Trends and Developments	2	3
Marketing Trends and Developments Module: Marketing Process Root module: Marketing Process Semester: 1 Course code: MTD1VO Contact hours per week: 2 ECTS: 3 Course Content: Current and future economic, socio-demographic, technological and geopolitical developments and their impacts on companies’ marketing activities Advantages and disadvantages of using secondary data for trend analysis and forecasting Advantages and disadvantages of various methods of collecting primary data for trend analysis and forecasting Course outcome: Upon completion of this course, students are able to: describe and evaluate current and future economic, socio-demographic, technological and geopolitical developments, as well as their significance in relation to a company’s marketing activities explain and use various data sources and data collection methods for trend studies and analyses construct scenarios for future developments and use them to derive business development measures
Strategic Brand Management	2	4
Strategic Brand Management Module: Marketing Process Root module: Marketing Process Semester: 1 Course code: SBM1ILV Contact hours per week: 2 ECTS: 4 Course Content: Key concepts: brand, brand equity, brand awareness, brand recall, market segmentation, targeting, positioning Types of brand, brand architecture, brand extensions, brand portfolio management Life cycles of brands, products and services The strategic brand management process The relationship between brand image and financial performance Customer-based brand equity Image transfer Launching and relaunching brands Strategic alliances, cooperative marketing Methods of measuring brand equity, brand awareness and brand recall Case studies of successful and unsuccessful brand strategies Integrated marketing campaigns aimed at increasing brand value Course outcome: Upon completion of this course, students are able to: define and explain the significance of strategic brand management concepts describe the functional, financial and emotional value of a brand for various stakeholders implement branding strategies that contribute to increasing brand equity explain the significance of multi-sensory signals in relation to brand differentiation and enhancing brand equity develop integrated marketing communications strategies to increase brand value devise brand portfolio strategies and implement them in various scenarios plan and implement a customer-focused brand innovation strategy evaluate the challenges of brand management over the long term and in an international context
Digital Marketing and PR
Marketing Communications
Digital Marketing	2	4
Digital Marketing Module: Marketing Communications Root module: Digital Marketing and PR Semester: 1 Course code: DIM1WK Contact hours per week: 2 ECTS: 4 Course Content: Communication theories and models Developments and trends in digital marketing (IoT, AR, VR, AI, chatbots, gamification, the sharing economy, real-time marketing, programmatic advertising, remarketing, etc.) Inbound versus outbound marketing Function and applications of digital marketing activities (display advertising, e-mail, SEO/SEM, social media, affiliate marketing, mobile marketing, retargeting, etc.) Planning and implementing digital marketing campaigns Customer loyalty programmes (CRM, e-mail newsletters) Performance measurement (web analytics, sentiment analysis) and optimisation Course outcome: Upon completion of this course, students are able to: plan digital marketing activities to achieve a range of objectives and outline how they can be implemented explain the advantages and disadvantages of digital marketing and communication activities (display advertising, e-mail, SEO/SEM, social media, affiliate marketing, mobile marketing, retargeting, etc.) use the most important tools for planning, implementing and evaluating digital marketing campaigns plan search engine marketing campaigns and outline how they can be implemented propose and use the latest digital applications and technologies for communicating with customers and enhancing the customer experience
Value-Based Public Relations	2	3
Value-Based Public Relations Module: Marketing Communications Root module: Digital Marketing and PR Semester: 1 Course code: VBPR1WK Contact hours per week: 2 ECTS: 3 Course Content: The role of public relations (PR) in businesses Types of stakeholders and audiences Planning and implementing PR campaigns Issues management Crisis management and crisis communication Importance of PR in relation to corporate identity Internal corporate PR Social media for PR Course outcome: Upon completion of this course, students are able to: describe PR in terms of the value-based management of the relationships between a company and the audiences that can affect its business success explain the four steps of the PR process (research, planning, communication and evaluation) and apply them to various PR case studies identify a company’s stakeholders and develop suitable multi-media PR materials for them explain issues management strategies and concepts, and crisis communication plan and implement proactive and reactive PR activities explain, evaluate and apply ethical principles of corporate communication
Internet Law and Data Privacy	2	3
Internet Law and Data Privacy Module: Digital Marketing and PR Root module: Digital Marketing and PR Semester: 1 Course code: ILDP1VO Contact hours per week: 2 ECTS: 3 Course Content: Definitions, legal principles, classification of fundamental rights and human rights National, European and non-European laws and directives Legal framework for online and offline marketing Information obligations Naming law Trademark law and intellectual property rights Copyright Data protection law and the EU General Data Protection Regulation E-commerce and distance selling Cybercrime Course outcome: Upon completion of this course, students are able to: explain legal regulations relating to online and offline activities analyse and describe legal violations and conformity relating to active and passive participation in online and offline marketing activities describe circumstances and offenses, and identify related legal consequences apply and interpret legal texts describe and apply the rules for lawful data processing
Marketing Research
Consumer Behaviour	2	3
Consumer Behaviour Module: Marketing Research Root module: Marketing Research Semester: 1 Course code: COB1WK Contact hours per week: 2 ECTS: 3 Course Content: The fundamentals of consumer behaviour Social and physical determinants of consumer behaviour Perception, information processing and memory Learning theories The role of emotions in consumer behaviour Motivation Attitudes and influencing attitudes in marketing Social influences on consumer behaviour Recent findings from consumer research and neuroscience Course outcome: Upon completion of this course, students are able to: explain the key theories and concepts of consumer research describe behavioural-science-based approaches to explaining how purchasing decisions are made evaluate and critically analyse marketing decisions using behavioural-science approaches apply strategies and methods to influence consumers’ purchasing behaviour effectively while also adhering to ethical principles
Research Methods for Marketers	2	3
Research Methods for Marketers Module: Marketing Research Root module: Marketing Research Semester: 1 Course code: RMM1ILV Contact hours per week: 2 ECTS: 3 Course Content: Definition of the research problem Research design and research plan Qualitative data collection and analysis methods Quantitative data collection and analysis methods Use of software tools in qualitative and quantitative research Online research Illustrating and presenting research findings Course outcome: Upon completion of this course, students are able to: describe the empirical research process evaluate the quality of market research findings select and implement qualitative and quantitative research designs according to the requirements of the given problem identify suitable data sources and evaluate their quality use software applications to assist with qualitative and quantitative data analysis carry out empirical research into practical marketing problems with the aid of qualitative and quantitative methods

Semester 2

Course	SWS	ECTS
Marketing Research
Big Data and Business Intelligence	2	4
Big Data and Business Intelligence Module: Marketing Research Root module: Marketing Research Semester: 2 Course code: BDBI2WK Contact hours per week: 2 ECTS: 4 Course Content: The role of business intelligence in companies’ decision making Types and quality of various data sources The fundamentals of big data analysis Cloud computing Ethical challenges in connection with big data analysis Selected data modelling and data analysis software tools Course outcome: Upon completion of this course, students are able to: explain the significance of big data in relation to companies, consumers and society describe and evaluate the limitations and challenges of big data analysis apply business intelligence strategies to solving corporate problems, especially in marketing contexts independently carry out data analysis and data modelling
Major Track 1: Tourism & Service Marketing
International Tourism Management
Global Tourism Perspectives	2	4
Global Tourism Perspectives Module: International Tourism Management Root module: Major Track 1: Tourism & Service Marketing Semester: 2 Course code: S1_GTP2VO Contact hours per week: 2 ECTS: 4 Course Content: Current figures, data and facts Socio-demographic change Importance of tourism for domestic and global economic development International and regional tourism stakeholders New markets and niche products (e.g. LBGT, dark tourism) Distribution channels in the tourism industry Influence of external factors (e.g. climate change, natural catastrophes, terrorism, health and digitalisation) Tourism policies and tourism planning Course outcome: Upon completion of this course, students are able to: analyse and evaluate current and future tourism trends explain the significance of and interplay between various stakeholders in the tourism system evaluate established and new distribution channels in the tourism industry describe positive and negative impacts of tourism
Tourism and Society	2	4
Tourism and Society Module: International Tourism Management Root module: Major Track 1: Tourism & Service Marketing Semester: 2 Course code: S1_TAS2ILV Contact hours per week: 2 ECTS: 4 Course Content: The relationship between tourism and society Economic, cultural and sociological perspectives on tourism The significance of culture and cultural heritage Positive and negative effects of tourism (e.g. economic growth, infrastructure development, overtourism, local people’s quality of life, regulations and the sharing economy) Authenticity in tourism and commercialisation Holiday as an aspect of lived culture (emotionalisation, instagram tourism) Course outcome: Upon completion of this course, students are able to: describe the significance of tourism from economic, cultural and sociological perspectives explain the importance of culture and cultural heritage for tourism, and illustrate this with examples critically analyse and discuss positive and negative effects of tourism outline and critically discuss authenticity and commercialisation in tourism describe the distinguishing features of tourism as an aspect of the culture and quality of life in society discuss and evaluate different social trends and their impacts on tourism products and services
Digital Tourism Management	2	4
Digital Tourism Management Module: Major Track 1: Tourism & Service Marketing Root module: Major Track 1: Tourism & Service Marketing Semester: 2 Course code: S1_DTM2ILV Contact hours per week: 2 ECTS: 4 Course Content: Importance and application of information and communication technology (ICT) in different areas of tourism (e.g. hotels, destination marketing organisations (DMOs), intermediaries, booking platforms and transportation) The digital customer journey Digital transformation in tourism Mobile tourism E-business models in tourism (e.g. affiliate marketing, social buying, daily deals, auctions, opaque selling, dynamic packaging and dynamic pricing) Review management The internet of things, the semantic web Course outcome: Upon completion of this course, students are able to: outline how different forms of ICT are used in tourism to optimise internal and external business processes in order to gain a strategic competitive advantage evaluate potential uses of ICT by consumers during the customer journey describe and apply selected tourism e-business models describe types of online travel agency (OTA), sharing platforms and review platforms, and their corresponding business models specify the requirements of ICT systems for a tourism business
Customer Experience and Event Management	2	4
Customer Experience and Event Management Module: Major Track 1: Tourism & Service Marketing Root module: Major Track 1: Tourism & Service Marketing Semester: 2 Course code: S1_CEEM2WK Contact hours per week: 2 ECTS: 4 Course Content: Event management trends and developments Types of events and the requirements of target groups Event planning and implementation Event marketing and sponsorship Customer experiences and services for enhancing customer satisfaction and customer loyalty Course outcome: Upon completion of this course, students are able to: define the requirements for various types of events plan events and prepare an organisational plan prepare a marketing plan for an event assess event risks and define corresponding risk-reduction measures suggest methods and technologies for enhancing customer experience and give reasons for their suggestions
Major Track 2: Fashion & Lifestyle Marketing
Fashion and Luxury Management
International Lifestyle and Fashion Trends	2	4
International Lifestyle and Fashion Trends Module: Fashion and Luxury Management Root module: Major Track 2: Fashion & Lifestyle Marketing Semester: 2 Course code: S2_ILFT2VO Contact hours per week: 2 ECTS: 4 Course Content: Lifestyles and fashion trends: classification and influences Social and economic effects of lifestyle and fashion trends Cultural differences and distinctive features Classification, requirements and behaviours of consumers in relation to lifestyle, fashion and luxury products and services Purchasing-decision-making processes for lifestyle, fashion and luxury products and services Course outcome: Upon completion of this course, students are able to: analyse and predict fashion and lifestyle trends explain the relationship between consumer behaviour and lifestyle and fashion trends define existing and emerging customer requirements for products and services, taking lifestyle and fashion trends into account describe economic and social developments caused by trends in lifestyle and fashion towards product and service innovation
Management of Fashion and Luxury Brands	2	4
Management of Fashion and Luxury Brands Module: Fashion and Luxury Management Root module: Major Track 2: Fashion & Lifestyle Marketing Semester: 2 Course code: S2_MFLB2ILV Contact hours per week: 2 ECTS: 4 Course Content: Strategies for positioning fashion and luxury brands Visual merchandising and packaging Location strategies and store design Pricing strategies and channel management Course outcome: Upon completion of this course, students are able to: describe management strategies for fashion and luxury brands and outline steps for their implementation demonstrate originality and creativity when positioning and managing fashion and luxury brands plan target-group-specific marketing activities for fashion and luxury products and outline steps for their implementation develop location strategies plan sales and marketing strategies and define steps for their implementation devise store design concepts
Customer Experience Design	2	4
Customer Experience Design Module: Major Track 2: Fashion & Lifestyle Marketing Root module: Major Track 2: Fashion & Lifestyle Marketing Semester: 2 Course code: S2_CED2ILV Contact hours per week: 2 ECTS: 4 Course Content: Introduction to the experience economy and customer experience design Fundamental behavioural-science principles of experience design Sensory marketing Hedonic purchasers Experience concepts for places, events, products and services Procedure for developing experiences Concept tests Perspectives on dramatising experience marketing Theming as a key method of experience design Course outcome: Upon completion of this course, students are able to: explain the significance of experience design for retailers, manufacturers and service providers outline the fundamental psychological and sociological principles that underlie the process of devising experience concepts evaluate experience concepts in terms of their suitability for the market independently prepare and present experience concepts to address practical problems
Fashion Market and Collection Planning	2	4
Fashion Market and Collection Planning Module: Major Track 2: Fashion & Lifestyle Marketing Root module: Major Track 2: Fashion & Lifestyle Marketing Semester: 2 Course code: S2_FMCP2WK Contact hours per week: 2 ECTS: 4 Course Content: Cultural history of fashion Characteristics of international fashion markets Objectives and underlying principles of the fashion industry Strategies for selecting products and planning collections Service and value chain Sustainable and ethical fashion production Course outcome: Upon completion of this course, students are able to: evaluate the significance of fashion as a cultural asset describe the specific features of international fashion markets and cultural differences apply methods and procedures for selecting products and planning collections analyse the distribution and value chain for fashion brands explain the importance of applying sustainable and ethical principles in fashion brand management
Major Track 3: Retail & Shopper Marketing
Business Value Creation
Supply Chain Management	2	4
Supply Chain Management Module: Business Value Creation Root module: Major Track 3: Retail & Shopper Marketing Semester: 2 Course code: S3_SCM2VO Contact hours per week: 2 ECTS: 4 Course Content: Importance of supply chain management for a company Procurement (e.g. selecting suppliers, procurement guidelines) Production (e.g. location, selecting product lines, capacity planning, production planning, outsourcing) Distribution (e.g. warehouse location, customer allocation, demand forecasting, stock management) Logistics (e.g. logistics system, intermediaries, delivery) Strategic decisions (product and process selection, planning against a background of uncertainty, real-time monitoring and management, integrated scheduling) Stochastic models and optimisation procedures Course outcome: Upon completion of this course, students are able to: define the objectives and explain the importance of a supply chain for a company plan a supply chain, taking different strategic criteria into account (procurement, production, distribution, etc.) analyse and evaluate a supply chain use models and methods to optimise a supply chain on a case-by-case basis
Key Account Management	2	4
Key Account Management Module: Business Value Creation Root module: Major Track 3: Retail & Shopper Marketing Semester: 2 Course code: S3_KAM2ILV Contact hours per week: 2 ECTS: 4 Course Content: Objectives and importance of strategic key account management in multi-channel sales Performing market, industry and customer analysis Customer acquisition methods and strategies Developing account plans and indicators Devising a customer-specific target plan Category management and efficient consumer response (ECR) After-sales activities ICT applications in key account management Roles and tasks of a company’s key account manager Planning and holding sales talks Course outcome: Upon completion of this course, students are able to: analyse business processes and devise recommendations for advising key accounts create customer portfolios devise and implement customer acquisition strategies and long-term customer support measures develop business and sales strategies tailored to key accounts contribute to the development of new products and services or to improving existing products and services for a key account plan a sales strategy and define steps for implementation and monitoring compile and evaluate indicators for the purpose of optimising key account management
E-Commerce	2	4
E-Commerce Module: Major Track 3: Retail & Shopper Marketing Root module: Major Track 3: Retail & Shopper Marketing Semester: 2 Course code: S3_ECOM2ILV Contact hours per week: 2 ECTS: 4 Course Content: Fundamental principles and business models Technical infrastructure Design and optimisation of online shops in terms of usability and utility eCRM and sales strategies (e.g. recommender systems, opaque selling and social buying) Electronic payment (incl. cryptocurrencies) Security, legal and tax frameworks Value chains Course outcome: Upon completion of this course, students are able to: explain the significance of e-commerce in the marketing strategy evaluate the advantages and disadvantages of business models from customer and company perspectives define and calculate the cost of essential e-commerce infrastructure (hardware and software) plan and optimise an online shop define and improve e-commerce sales strategies (sales funnel) outline security concepts and legal frameworks design value chains and calculate ROI
Shopper Marketing and Omnichannel Retailing	2	4
Shopper Marketing and Omnichannel Retailing Module: Major Track 3: Retail & Shopper Marketing Root module: Major Track 3: Retail & Shopper Marketing Semester: 2 Course code: S3_SMOR2WK Contact hours per week: 2 ECTS: 4 Course Content: Concepts and methods of shopper marketing and retail space design Consumer behaviour at the point of sale Customer flow and navigation Layout and design of premises In-store atmosphere and sensory marketing: colour, light, smell, music Focus on experience in retailing Visual merchandising Product groupings Theming Shopper marketing in virtual sales environments Multichannel and omnichannel retailing Course outcome: Upon completion of this course, students are able to: explain the effect of key factors that influence atmosphere at the point of sale describe the impact of store layout on consumers analyse and assess successful and unsuccessful aspects of sales environments from a psychological perspective use methods and techniques of experience-focused store design evaluate the differences between physical (bricks and mortar) and virtual retail environments and implement the insights gained for the purposes of omnichannel marketing analyse retail environments by carrying out a store check and use the results to formulate recommendations
Leadership and Communication Skills
Acting and Performing	2	2
Acting and Performing Module: Leadership and Communication Skills Root module: Leadership and Communication Skills Semester: 2 Course code: AAP2WK Contact hours per week: 2 ECTS: 2 Course Content: The importance of acting training for managers Voice and pronunciation Breathing and posture Exercises for practising expressiveness Improvisation and spontaneity Texts, monologues and scenes Dealing with nerves and stage fright Method acting exercises and role plays Course outcome: Upon completion of this course, students are able to: describe the fundamentals and basic techniques of acting take joint responsibility for the success of a performance with other cast members use wit and improvisational skills in business-related situations apply acting techniques in business contexts
Persuading, Inspiring, Influencing People	2	2
Persuading, Inspiring, Influencing People Module: Leadership and Communication Skills Root module: Leadership and Communication Skills Semester: 2 Course code: PIIP2WK Contact hours per week: 2 ECTS: 2 Course Content: The fundamental psychological principles of persuasive communication The fundamental behavioural-science principles of charisma research Rational versus emotional communication Verbal and non-verbal techniques of charismatic communication Physical environment and symbols in persuasive communication Charismatic presentation and sales Visual persuasion strategies Practical exercises and role plays Course outcome: Upon completion of this course, students are able to: explain the importance of charismatic communication describe verbal and non-verbal techniques of charismatic communication and apply them in line with the requirements of the given target group and situation use the charismatic communication techniques they have learned in marketing-related situations (e.g. presentations, pitches, sales discussions) add persuasive and charismatic behaviours to their behavioural repertoire
Digital Skills
Development Tools for Web and Mobile Apps	2	3
Development Tools for Web and Mobile Apps Module: Digital Skills Root module: Digital Skills Semester: 2 Course code: DTWM2WK Contact hours per week: 2 ECTS: 3 Course Content: Internet technologies and internet services Customer-centric user design (usability guidelines, accessibility), web design standards Responsive web design Screen design, grids and grid systems, wireframing Basics of programming for web and mobile applications (e.g. HTML5, Java and JavaScript, CSS, API, schema.org) Planning and design of web and mobile applications Content management systems (e.g. WordPress, TYPO3) Mobile app development requirements (e.g. iOS, Android, software development kits, app stores) Chatbots Course outcome: Upon completion of this course, students are able to: describe the technical requirements for web applications and mobile apps plan user-friendly web and mobile applications at a conceptual level and formulate the corresponding technical requirements use software applications for creating simple web and mobile applications plan and implement web and mobile application projects in collaboration with agencies (e.g. tendering, performance specifications)
The Art of Visual and Display Marketing	2	3
The Art of Visual and Display Marketing Module: Digital Skills Root module: Digital Skills Semester: 2 Course code: VDM2WK Contact hours per week: 2 ECTS: 3 Course Content: Visual storytelling in social networks The role of visual marketing in the marketing funnel Types of visual content Production of visual content (photos, videos, banners, infographics, etc.) Fundamentals of image and video editing Distribution of visual content and viral marketing Course outcome: Upon completion of this course, students are able to: outline the role of visual marketing within the marketing communications strategy plan and independently create visual content distribute visual content according to the requirements of the specific target group

Semester 3

Course	SWS	ECTS
Strategic Marketing
Strategic Marketing in Practice
Innovation Management	2	3
Innovation Management Module: Strategic Marketing in Practice Root module: Strategic Marketing Semester: 3 Course code: INM3WK Contact hours per week: 2 ECTS: 3 Course Content: Characteristics and types of innovations Life cycle of products and services Customer-focused product and service development processes Managing new products and services Design thinking methods and tools Innovation processes in a digitalised world (e.g. open innovation, co-creation, hackathons) The change management process Cross-industry innovation Course outcome: Upon completion of this course, students are able to: explain the function and strategic significance of customer-focused innovation management in relation to product development for a company, an organisation and a team describe the relationship between the product or service life cycle and marketing apply various methods and tools for developing new products and services (e.g. the stage gate process, experience and service design) devise concepts for new products and services implement intraorganisational and interorganisational measures for reducing risks and creating opportunities for innovation
Marketing Strategy Capstone Project	3	12
Marketing Strategy Capstone Project Module: Strategic Marketing in Practice Root module: Strategic Marketing Semester: 3 Course code: MSCP3WK Contact hours per week: 3 ECTS: 12 Course Content: Definition of project objectives and tasks in collaboration with the client Carrying out a marketing situation analysis for a company (e.g. analysis of product and service portfolio, customers, partners, competitors and business processes) Preparing a marketing plan Practical application of project management, team communication and innovation management techniques Course outcome: Upon completion of this course, students are able to: plan and implement a professional client brief perform a comprehensive marketing situation analysis (360-degree analysis) for a client and use it as a basis for determining target-focused measures develop a feasible strategic marketing concept for an existing or new product or service using innovative methods and tools, in collaboration with and for customers in the sector that the student has chosen to specialise in apply the knowledge and skills acquired in the courses in semesters 1 and 2 communicate professionally with customers and present proposals for solutions
Leadership and Communication Skills
Negotiation and Conflict Management	2	2
Negotiation and Conflict Management Module: Leadership and Communication Skills Root module: Leadership and Communication Skills Semester: 3 Course code: NCM3WK Contact hours per week: 2 ECTS: 2 Course Content: Types of conflict Stages and levels of conflict escalation Behaviour patterns that lead to conflicts and problem situations Conflict resolution methods and tools Tools for dealing with problem situations in relation to key accounts and ensuring good customer relations Moderation, coaching, mentoring, mediation, negotiating and organisational development Negotiating tactics Course outcome: Upon completion of this course, students are able to: identify conflict situations in good time describe different types of conflicts with the aid of case studies use management tools and strategies to avoid escalation and resolve conflicts within groups or teams using solution-/results-driven approaches use mediation tools and methods according to the requirements of the given situation employ negotiating tactics in the course of business relationships (role plays)
Leading Meetings Effectively	1	2
Leading Meetings Effectively Module: Leadership and Communication Skills Root module: Leadership and Communication Skills Semester: 3 Course code: LME3WK Contact hours per week: 1 ECTS: 2 Course Content: Meeting types and objectives (e.g. planning meetings, project meetings, sales discussions, employee performance appraisals) Planning and preparing for meetings Invitation management Meeting room and visualisation techniques Handouts, materials, techniques Scheduling Moderation techniques and culture of discussion Meeting rules and rules of behaviour Use of ICT (e.g. Skype for Business, video conferencing, virtual reality, social media) Record keeping and minute taking Meeting follow-up Course outcome: Upon completion of this course, students are able to: plan, organise and chair meetings effectively define meeting rules and rules of behaviour use moderation techniques according to the requirements of the given situation moderate discussions with a focus on achieving objectives and finding solutions document and communicate the main outcomes of a meeting in a structured and clear manner
Digital Skills
Influencer Marketing	2	3
Influencer Marketing Module: Digital Skills Root module: Digital Skills Semester: 3 Course code: IM3WK Contact hours per week: 2 ECTS: 3 Course Content: Principles and functions of social media marketing Blog article formats Content ideas and their preparation E-mail marketing Collaboration and guest blogging Community management Course outcome: Upon completion of this course, students are able to: outline the importance of influencer marketing in relation to corporate marketing communications implement communication-science-based influencer-marketing strategies describe the technical media requirements and tools for influencer marketing plan influencer marketing campaigns and their implementation, and explain evaluation indicators
Storytelling and Content Creation	2	3
Storytelling and Content Creation Module: Digital Skills Root module: Digital Skills Semester: 3 Course code: STCC3WK Contact hours per week: 2 ECTS: 3 Course Content: The fundamental cognitive-psychological principles of storytelling Use of storytelling in marketing communications Dramatic structure of stories: narration and narration techniques Storytelling as a content marketing strategy Practical storytelling exercises Course outcome: Upon completion of this course, students are able to: outline the fundamental cognitive-psychological principles of storytelling create suitable storylines for a given situation exploit opportunities for storytelling in corporate communications develop multi-media stories analyse methods of measuring success
Research
Research Coaching I	2	5
Research Coaching I Module: Research Root module: Research Semester: 3 Course code: RCI3SE Contact hours per week: 2 ECTS: 5 Course Content: Preparation of a proposal for the master thesis Coaching in writing a proposal for the master thesis Supervision in connection with content and academic practice Support with literature research Course outcome: Upon completion of this course, students are able to independently write a proposal for the master thesis.

Semester 4

Course	SWS	ECTS
Management
Ethics and CSR	2	3
Ethics and CSR Module: Management Root module: Management Semester: 4 Course code: ECSR4VO Contact hours per week: 2 ECTS: 3 Course Content: The basics of methods-based systematic reflection Fundamentals of general ethics (e.g. freedom, justice, human rights, dignity and responsibility) Important theories of general ethics (e.g. virtue ethics, deontological ethics, social contract theory, utilitarianism, discourse ethics) Fundamentals of business and corporate ethics Micro, meso and macro levels (individual, business, state) Management ethics, employee ethics (internal and external responsibility) Business ethics tools (e.g. value management and codes of ethics, the three pillars of CSR, whistle blowing, stakeholder analysis) ethical judgement in relation to current/important problem situations Course outcome: Upon completion of this course, students are able to: identity moral problems and dilemmas in professional contexts explain the basic concepts and theories of general ethics and use them to analyse moral problems and dilemmas use business and corporate ethics instruments, and employ them to critically reflect on complex moral problems and dilemmas in business contexts take personal responsibility for independently analysing moral problems and dilemmas and come up with solutions for them apply theoretical principles in practice on the basis of realistic case studies and help others to acquire this skill in a professional environment
Research
Research Coaching II	1	1
Research Coaching II Module: Research Root module: Research Semester: 4 Course code: RCII4TU Contact hours per week: 1 ECTS: 1 Course Content: Coaching in writing the master thesis in order to obtain a second opinion, in addition to the supervisor’s input Clarification of content-related and formal academic issues Course outcome: Upon completion of this course, students are able to independently write a master thesis.
Master Thesis	0	22
Master Thesis Module: Research Root module: Research Semester: 4 Course code: MTH4DA Contact hours per week: 0 ECTS: 22 Course outcome: Upon completion of this course, students are able to: examine and critically discuss literature related to the topic or research problem, compile and evaluate data for the purpose of addressing the research problem/s, discuss and critically reflect on findings, independently complete their master thesis.
Master Exam	0	4
Master Exam Module: Research Root module: Research Semester: 4 Course code: MEX4AP Contact hours per week: 0 ECTS: 4 Course Content: Course outcome: Within the master committee exam the student demonstrates the ability to: communicate in a target group specific manner, tie in with scientific findings of their studies and to use them for innovative ideas in practice and research, to interpret relevant data (analysing and judging), to apply theories and principles for processing specific issues and to critically reflect and evaluate them (evaluation), to communicate problems, ideas and solutions adequately (communication) and to substantiate the findings of a paper (communication, synthesis, evaluation). possess expert knowledge which partly relates to the newest findings in an occupational of academic field and which serves as a basis for innovative thinking and/or research; s/he demonstrates critical awareness of theories and fundamentals in an area and at the interface of various areas ( EHEA learning outcomes ), the ability to put his/her topic into multidisciplinary (research) context and to strike links to relevant issues/subjects of his/her studies and their occupational and research fields, use facts and conceptual knowledge within broader contexts, transfer expert knowledge to different and interconnected areas (knowledge and transfer), to use it in new situations (application and synthesis), to make use of theories and concepts, to solve problems, to find new ways and justify solutions (application, analysis) as well as to communicate their ideas and arguments adequately (communication).

Major Tracks

Choose your own focus areas. You select one of three major tracks on the programme. Elective courses are held in semester 2.

Tourism and Service Marketing

This is the elective for you if you are interested in planning and implementing marketing and management measures at tourism destinations, accommodation providers, event or consulting agencies, or similar service providers.

You will look at the latest tourism-related developments, and tourism’s significance for the community.

In the tourism industry, there is a long-standing emphasis on deploying information and communication technology to optimise business processes (such as bookings, storing guest data, and e-marketing) and enhancing the customer experience.

Fashion and Lifestyle Marketing

This elective is the ideal choice for anyone interested in fashion and lifestyle brands, and looking to find out more about positioning strategies and brand management in the fashion and luxury goods sector.

You will look at topics such as international fashion and lifestyle trends, as well as methods and processes used in planning collections.

This elective gives you the skills required to take on various positions, including product, communications, merchandising, brand and store manager, purchaser and many more besides.

Retail and Shopper Marketing

If your aim is to build up in-depth knowledge of retail marketing, with a view to optimising retail performance, this is the elective for you.

The focus is on designing stores and store processes, such as point-of-sale design and e-commerce. The target is to create a unique shopping experience for customers.

This elective will put you in a position to assume responsibilities in a wide range of roles, including as a retail marketing manager, sales representative, as well as e-commerce, channel, supply chain or key account manager.

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Career paths for graduates of the Marketing master programme

Graduates of the Marketing master degree programme will have the skills required to perform expert tasks in a domestic or international professional environment and as part of a team, to take the initiative and to communicate effectively. You will have the necessary knowledge, skills and competences to identify problems in interdisciplinary settings and independently devise creative solutions.

In particular, you will be able to assume strategic marketing management responsibilities, as well as planning, implementing and evaluating offline and online marketing campaigns. You will have expert knowledge of developing web and mobile applications, social media and influencer marketing campaigns. In-depth communication, presentation and organisational skills will enable you to take on managerial responsibilities, and oversee communications with customers and suppliers.

After completing the Tourism and Service Marketing elective you will be in a position to perform strategic and operational marketing duties in the tourism and service sector, draw up bespoke solutions and implement and evaluate them. With the help of design methods and information and communication technology, you are able to develop customer-focused tourism products and services.

Students on the Fashion and Lifestyle Marketing elective develop the ability to analyse and predict fashion and lifestyle trends, and use this as the starting point for devising brand and positioning strategies for fashion and luxury products. Students can also apply a range of methods and processes for planning collections and enhancing the customer experience.

If you choose the Retail and Shopper Marketing elective, you will be able to analyse, evaluate and optimise store designs and processes, which in turn helps your company to improve its performance and boost customer satisfaction. Strategic tools (such as key account and supply chain management) and methods enable you to structure your collaboration with suppliers in connection with the delivery of goods, and organise flows of information to customers.

The most important responsibilities of marketing managers include:

Analysing and researching market trends
Identifying target markets
Planning and implementing marketing campaigns
Managing marketing budgets
Communicating with colleagues and customers

After graduating, you will be qualified to take on the following positions in various industries
Brand manager
Business development manager
Channel manager
Consultant
Destination manager
E-commerce manager
Event manager
Key account manager
Cultural venue manager
Marketing manager
Retail marketing manager
Location manager
Store manager
Supply chain manager
Travel manager

10 good reasons

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Krems

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

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Service centers

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

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Advisory Service

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

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Opinions: Marketing

Click through the videos of the degree programme.

3 good reasons

3 benefits

3 key features

3 career paths

Our team

Get to know the core team of our master degree programme Marketing.

Prof.(FH) Mag. Christian Maurer
Head of Institute Tourism, Wine Business and Marketing / Programme Director Master Tourism and Leisure Management, Marketing
Institute Tourism, Wine Business and Marketing
+43 2732 802 300
[email protected]
IMC International Campus Piaristengasse
Core Competencies
Online Distribution Channels
Planning and Implementation of E-Tourism and E-Marketing Strategies
Tourism Product Development
Active in the degree programmes
Marketing
Master of Arts in Business / full-time
Projects
CaucaSusT - Transdisziplinarität für eine nachhaltige Tourismusentwicklung in der Kaukasusregion
Department of Business
Prof.(FH) Mag. Christian Maurer
Head of Institute Tourism, Wine Business and Marketing / Programme Director Master Tourism and Leisure Management, Marketing
Head of Institute Tourism, Wine Business and Marketing / Programme Director Master Tourism and Leisure Management, Marketing
Prof.(FH) Mag. Christian Maurer
- Core Competencies
- Online Distribution Channels
- Planning and Implementation of E-Tourism and E-Marketing Strategies
- Tourism Product Development

Full-time Lecturers

Prof.(FH) Klaus Kotek, MBA
Professor Department of Business
Institute International Trade and Sustainable Economy
+43 2732 802 383
[email protected]
IMC International Campus Piaristengasse
Core Competencies
International insurance industry and financial management
International Marketing and Brand Management
CSR (Corporate Social Responsibility) and sustainability
Active in the degree programmes
Business Administration
Bachelor of Arts in Business / full-time
International Wine Business
Bachelor of Arts in Business / full-time
Export-oriented Management
Bachelor of Arts in Business / full-time
Marketing
Master of Arts in Business / full-time
Projects
Digital Innovation Hub OST (DIHOST)
Department of Business
Prof.(FH) Klaus Kotek, MBA
Professor Department of Business
Prof.(FH) Dr. Alina Schoenberg
Programme Director International Business and Economic Diplomacy
Institute International Trade and Sustainable Economy
+43 2732 802 181
[email protected]
IMC International Campus Piaristengasse
Core Competencies
Input-Output-Analysis, SAM, CGE Model, Policy Analysis
Economic Evaluation in Healthcare
Location Analysis, Spatial Analysis (GIS), Gravity Models
Active in the degree programmes
Tourism and Leisure Management
Bachelor of Arts in Business / full-time
International Business and Economic Diplomacy
Master of Arts in Business / part-time
Export-oriented Management
Bachelor of Arts in Business / full-time
Marketing
Master of Arts in Business / full-time
Prof.(FH) Dr. Alina Schoenberg
Programme Director International Business and Economic Diplomacy
Prof.(FH) Mag. Claudia Bauer-Krösbacher, PhD
Programme Director Tourism and Leisure Management
Institute Tourism, Wine Business and Marketing
+43 2732 802 394
[email protected]
IMC International Campus Piaristengasse
Active in the degree programmes
Tourism and Leisure Management
Bachelor of Arts in Business / full-time
Marketing
Master of Arts in Business / full-time
Tourism and Leisure Management
Bachelor of Arts in Business / part-time
Projects
Grünräume als Tourismusattraktionen: Wien im Vergleich zu ausgewählten europäischen Städten
Department of Business
„GrünRaum“: Inwertsetzung von Grünräumen
Department of Business
Hybrid Parks – Entwicklung eines Messmodells
Department of Business
Kulturelle (Garten-) Tradition als Schwerpunkt für nachhaltigen Tourismus - CultTOUR
Department of Business
Prof.(FH) Mag. Claudia Bauer-Krösbacher, PhD
Programme Director Tourism and Leisure Management
Prof.(FH) Mag. Dr. Doris Berger-Grabner, MA
Professor Department of Business
Institute Tourism, Wine Business and Marketing
+43 2732 802 667
[email protected]
IMC International Campus Piaristengasse
Core Competencies
Retail and marketing
Qualitative and quantitative research
Consumer behaviour
Active in the degree programmes
Unternehmensführung
Bachelor of Arts in Business / full-time
Management
Master of Arts in Business / part-time
Management von Gesundheitsunternehmen
Master of Arts in Business / part-time
Marketing
Master of Arts in Business / full-time
Unternehmensführung
Bachelor of Arts in Business / part-time
Prof.(FH) Mag. Dr. Doris Berger-Grabner, MA
Professor Department of Business
Dr. Claudia Dolezal, PhD, MSc, PGCert, PGCert, BA
Professor Department of Business
Institute Tourism, Wine Business and Marketing
+43 2732 802 204
[email protected]
IMC International Campus Piaristengasse
Active in the degree programmes
Tourism and Leisure Management
Bachelor of Arts in Business / full-time
Marketing
Master of Arts in Business / full-time
Tourism and Leisure Management
Bachelor of Arts in Business / part-time
Business Administration
Bachelor of Arts in Business / full-time
Dr. Claudia Dolezal, PhD, MSc, PGCert, PGCert, BA
Professor Department of Business

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Application deadline for EU nationals	31/05/2021
Application deadline for non-EU nationals	31/03/2021

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Marketing master degree programme

Major tracks in Tourism and Service Marketing, Fashion and Lifestyle Marketing, and Retail and Shopper Marketing

Full-time

English

4 semesters

EUR 363.36

The degree programme: Master of Arts in Business (MA)

Programme director Christian Maurer

A formula for success: theoretical knowledge + practical experience

The core subjects

Practical elements

The electives and master thesis

Curriculum

Semester 1

Site Development

Finance and Budgeting for Marketers

Marketing Trends and Developments

Strategic Brand Management

Digital Marketing

Value-Based Public Relations

Internet Law and Data Privacy

Consumer Behaviour

Research Methods for Marketers

Semester 2

Big Data and Business Intelligence

Global Tourism Perspectives

Tourism and Society

Digital Tourism Management

Customer Experience and Event Management

International Lifestyle and Fashion Trends

Management of Fashion and Luxury Brands

Customer Experience Design

Fashion Market and Collection Planning

Supply Chain Management

Key Account Management

E-Commerce

Shopper Marketing and Omnichannel Retailing

Acting and Performing

Persuading, Inspiring, Influencing People

Development Tools for Web and Mobile Apps

The Art of Visual and Display Marketing

Semester 3

Innovation Management

Marketing Strategy Capstone Project

Negotiation and Conflict Management

Leading Meetings Effectively

Influencer Marketing

Storytelling and Content Creation

Research Coaching I

Semester 4

Ethics and CSR

Research Coaching II

Master Thesis

Master Exam

Major Tracks

Tourism and Service Marketing

Fashion and Lifestyle Marketing

Retail and Shopper Marketing

Newsletter & additional information

Newsletter & brochures

Career paths for graduates of the Marketing master programme

10 good reasons

Krems

Service centers

Advisory Service

Opinions: Marketing

3 good reasons

3 benefits

3 key features

3 career paths

Our team

Prof.(FH) Mag. Christian Maurer

Core Competencies

Active in the degree programmes

Projects

Head of Institute Tourism, Wine Business and Marketing / Programme Director Master Tourism and Leisure Management, Marketing

Full-time Lecturers

Prof.(FH) Klaus Kotek, MBA

Core Competencies

Active in the degree programmes