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

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.

Certifications

In addition to the degree, this study programme enables you to receive two Austrian Standards personal certifications , namely the P06-Online Marketing Manager and the P52-Social Media Manager certificate.

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.

1
1. 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.
2
2. 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.
3
3. 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.

Course	SWS	ECTS
Marketing Management
Strategic Brand Management	2	3
Strategic Brand Management Module: Marketing Management Root module: Marketing Management Semester: 1 Course code: SBM1ILV Contact hours per week: 2 ECTS: 3 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: describe the significance of strategic brand management concepts and the functional, financial and emotional value of a brand for various stakeholders, explain the significance of multi-sensory signals in relation to brand differentiation and enhancing brand equity, develop and plan the implementation of effective branding strategies to increase brand equity, design integrated marketing communications strategies that enhance brand value and build strong customer relationships, while also producing brand portfolio strategies and customer-focused brand innovation strategies to cater to varying scenarios, evaluate the challenges of brand management over the long term and in an international context.
Location Development	2	3
Location Development Module: Marketing Management Root module: Marketing Management Semester: 1 Course code: LDT1VO 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 in a simulated environment.
Understanding and Influencing Consumers
Consumer Behaviour and Neuroscience	2	4
Consumer Behaviour and Neuroscience Module: Understanding and Influencing Consumers Root module: Understanding and Influencing Consumers Semester: 1 Course code: CBN1ILV Contact hours per week: 2 ECTS: 4 Course Content: Introduction to consumer behavior: Psychological and neuroscience perspectives Social and physical determinants of consumer behavior Perception, information processing and memory Learning theories The role of emotions in consumer behavior Motivation and goal-directed behaviors in consumer choices Attitudes and changing attitudes in marketing Social influences on consumer behavior Recent findings from consumer research and neuroscience Course outcome: Upon completion of this course students are able to: explain the key concepts and theories in consumer behavior, psychology and neuroscience, describe behavioural-science-based approaches to explain how purchasing decisions are made, evaluate and critically analyse marketing decisions, strategies and methods using behavioral-science approaches, apply strategies and methods to influence consumers’ purchasing behavior effectively while also adhering to ethical principles.
Methods for Market Research	2	4
Methods for Market Research Module: Understanding and Influencing Consumers Root module: Understanding and Influencing Consumers Semester: 1 Course code: MMR1ILV Contact hours per week: 2 ECTS: 4 Course Content: Importance of marketing research for modern marketing Definition of the research problem Research design and research plan Qualitative data collection and analysis methods Quantitative data collection and analysis methods Sampling design and procedures Use of software tools in qualitative and quantitative research Online research Illustrating and presenting research findings Using data for trend analysis and forecasting 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 apply 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, communicate research results effectively.
Integrated Marketing Communications
Advertising and Public Relations	2	4
Advertising and Public Relations Module: Integrated Marketing Communications Root module: Integrated Marketing Communications Semester: 1 Course code: APR1ILV Contact hours per week: 2 ECTS: 4 Course Content: Current issues in advertising and Public Relations Communication theories and models Types of print, broadcast, and outdoor media for advertising and Public Relations The role of sponsorship in advertising and Public Relations Advertising campaigns Client brief Types and functions of advertising agencies The role of Public Relations Public Relations campaigns Performance measurement of advertising and Public Relations campaigns Ethical issues and controversies in advertising and Public Relations Course outcome: Upon completion of this course students are able to: explain the role and importance of advertising and Public Relations in Marketing, identify and analyse global advertising and Public Relations trends and issues, examine various communication theories and models in order to identify factors that impact advertising and PR campaigns, develop creative advertising and Public Relations strategies, including setting objectives and identifying stakeholders, critically evaluate integrated marketing communication and advertising campaigns, reflect on ethical considerations and regulations involved in advertising and Public Relations.
Digital Marketing	2	4
Digital Marketing Module: Integrated Marketing Communications Root module: Integrated Marketing Communications Semester: 1 Course code: DMG1ILV Contact hours per week: 2 ECTS: 4 Course Content: Current issues in digital marketing Search engine marketing Display and video marketing CRM and email marketing Social Media marketing Mobile marketing Planning and implementing digital marketing campaigns Performance measurement of digital marketing campaigns and optimisation strategies Course outcome: Upon completion of this course students are able to: explain the importance of Digital Marketing for businesses, describe advantages and disadvantages of digital marketing strategies and activities, plan and carry out digital marketing activities which align with the set objectives of a business, use software applications for planning, implementing and evaluating digital marketing campaigns (e.g. Google Analytics, Google Ads, email newsletter and CRM tools) and evaluate them to gain better results.
Specialisation Tracks I: Fashion & Lifestyle Marketing
International Fashion and Lifestyle Marketing Trends	2	4
International Fashion and Lifestyle Marketing Trends Module: Specialisation Tracks I: Fashion & Lifestyle Marketing Root module: Specialisation Tracks I: Fashion & Lifestyle Marketing Semester: 1 Course code: S1_FLM_IFL1ILV 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 formulate predictions regarding fashion and lifestyle trends, explain the relationship between consumer behaviour and lifestyle and fashion trends, differentiate existing and emerging customer requirements for products and services, taking lifestyle and fashion trends into account, formulate predictions concerning economic and social developments caused by trends in lifestyle and fashion towards product and service innovation.
Store Concepts and Design	2	4
Store Concepts and Design Module: Specialisation Tracks I: Fashion & Lifestyle Marketing Root module: Specialisation Tracks I: Fashion & Lifestyle Marketing Semester: 1 Course code: S1_FLM_SCD1ILV Contact hours per week: 2 ECTS: 4 Course Content: Principles of Store Design Store Layout Visual Merchandising Store Atmosphere Experiential Store Design Course outcome: Upon completion of this course students are able to: describe the principles of store design and the role it plays in creating a unique shopping experience, evaluate different store layouts and visual merchandising techniques to optimize store performance, explain the use of lighting, color, and texture in store design to enhance the shopping experience, describe comprehensibly the elements of store atmosphere and discuss the role of sensory cues in creating a memorable shopping experience, design a complete store concept proposal.
Specialisation Tracks I: Tourism & Hospitality Marketing
Global Tourism Perspectives	2	4
Global Tourism Perspectives Module: Specialisation Tracks I: Tourism & Hospitality Marketing Root module: Specialisation Tracks I: Tourism & Hospitality Marketing Semester: 1 Course code: S1_THM_GTP1ILV Contact hours per week: 2 ECTS: 4 Course Content: Current figures, socio-demographic changes and trends in global tourism Global and local tourism stakeholders New tourism markets and niche tourism marketing The role of tourism for sustainable development Tourism destination planning, challenges and marketing Sustainability trends in tourism The future of tourism destinations Course outcome: Upon completion of this course students are able to: analyse and evaluate current and future global tourism trends, explain the significance of and interplay between various stakeholders in the tourism system and apply to case studies, describe and evaluate the role tourism plays for sustainable development in both developed and developing countries, analyse challenges and future directions for tourism destinations, create tourism and marketing solutions in response to current tourism trends and challenges.
Tourism, Culture and Society	2	4
Tourism, Culture and Society Module: Specialisation Tracks I: Tourism & Hospitality Marketing Root module: Specialisation Tracks I: Tourism & Hospitality Marketing Semester: 1 Course code: S1_THM_TCS1ILV Contact hours per week: 2 ECTS: 4 Course Content: Cultural and sociological perspectives on tourism The significance of culture and cultural heritage in tourism Authenticity and commercialisation in tourism Tourism and cultural representation Tourism as an aspect of lived culture and society Societal trends and tourism The use of culture and societal trends in tourism marketing Course outcome: Upon completion of this course students are able to: describe the significance of tourism from cultural and sociological perspectives, explain the importance of culture and cultural heritage for tourism, and analyse this with examples, critically analyse and discuss positive and negative socio-cultural effects of tourism, evaluate and critically discuss the role of authenticity and commercialisation in tourism, describe the distinguishing features of tourism as an aspect of the culture and quality of life in society, create tourism and marketing solutions in response to issues with authenticity, commodification and societal trends.
Specialisation Tracks I: Retail & Shopper Marketing
International Retail Principles	2	4
International Retail Principles Module: Specialisation Tracks I: Retail & Shopper Marketing Root module: Specialisation Tracks I: Retail & Shopper Marketing Semester: 1 Course code: S1_RSM_IRP1ILV Contact hours per week: 2 ECTS: 4 Course Content: The role of retail in the economy and emerging trends Retail formats and strategies Fundamentals of retail marketing and merchandising Retail operations and supply chain management Retail sales techniques Customer service and customer relationship management Retail store management The legal environment of retailing Global retailing Course outcome: Upon completion of this course students are able to: explain the role of retail in the economy and identify key trends shaping the industry's future, analyse different retail formats and strategies, and discuss their advantages and disadvantages in various contexts, apply the fundamentals of retail marketing and merchandising to create effective marketing plans, describe the key components of retail operations and supply chain management, and demonstrate the ability to optimize inventory, logistics, and distribution processes, use various retail sales techniques to engage customers and drive sales performance, plan to implement customer service best practices and customer relationship management strategies to enhance the customer experience, build loyalty, and increase retention, explain retail store management principles, including organization, staffing, performance measurement, and loss prevention, recognize the legal and regulatory environment of retail, including relevant laws, regulations, and consumer protection measures that impact retail operations, assess the challenges and opportunities in global retailing, including cross-cultural issues, and develop strategies to succeed in international markets.
Operations and B2B-Relationships	2	4
Operations and B2B-Relationships Module: Specialisation Tracks I: Retail & Shopper Marketing Root module: Specialisation Tracks I: Retail & Shopper Marketing Semester: 1 Course code: S1_RSM_OBR1ILV Contact hours per week: 2 ECTS: 4 Course Content: Fundamental concepts of retail operations, logistics, and supply chain management Inventory management and demand forecasting Transportation and distribution management Warehousing and material handling Supply chain risk management and resilience Global sourcing and procurement Information systems in retail supply chain management Retail performance measurement and analytics Sustainable retailing and supply chain practices Course outcome: Upon completion of this course students are able to: explain the fundamental concepts of retail operations, logistics, and supply chain management, apply inventory management and demand forecasting techniques to optimize retail performance, evaluate transportation and distribution strategies for efficient retail logistics, identify and mitigate supply chain risks and plan to implement strategies for supply chain resilience, analyse the impact of global sourcing and procurement on retail supply chains, use technology to enhance retail operations and supply chain management, measure and improve retail performance using data analytics, plan the implementation of sustainable practices in retail operations and supply chain management.

Course	SWS	ECTS
Marketing Analytics
Data-driven Marketing	2	4
Data-driven Marketing Module: Marketing Analytics Root module: Marketing Analytics Semester: 2 Course code: DDM2ILV Contact hours per week: 2 ECTS: 4 Course Content: The role of strategic business intelligence in companies’ decision making The process of collecting, processing, managing and integrating internal and external marketing data The fundamentals of big data analysis and cloud computing Ethical and legal challenges in connection with big data analysis Data strategy, data driven marketing decisions, customer insight, web analytics 360 degree view customer journey analytics, real-time data and attribution models Selected data modelling, data visualization 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.
Artificial Intelligence and Predictive Marketing	2	4
Artificial Intelligence and Predictive Marketing Module: Marketing Analytics Root module: Marketing Analytics Semester: 2 Course code: AIM2WK Contact hours per week: 2 ECTS: 4 Course Content: Fundamentals of machine learning and predictive analytics Application areas in segmentation, microtargeting, pricing, customer acquisition and retention (churn prediction) Applications in automated product recommendation, customer service and optimization (A/B testing, conversion rate optimization) Implementing AI in organizations (marketing departments) Managerial, ethical and legal implications of AI Course outcome: Upon completion of this course students are able to: plan the integration of Artificial Intelligence in marketing departments, design AI-based solutions for enhancing marketing performance using real data and commercial software packages, identify application areas for the use of Artificial Intelligence in Marketing and illustrate typical solutions.
Digital Skills I
Development Tools for Web and Mobile Apps	2	4
Development Tools for Web and Mobile Apps Module: Digital Skills I Root module: Digital Skills I Semester: 2 Course code: DTW2WK Contact hours per week: 2 ECTS: 4 Course Content: The fundamentals of the web and underlying technologies Customer-centric user design (usability guidelines, accessibility) Screen design, grid systems, wireframing· Responsive design considerations and common UI/UX patterns An overview of modern content-management systems Specifications and the tendering process for web and mobile projects Prototyping with click-dummies and design tools Planning considerations for mobile apps (platforms, app stores, native vs. PWA) Digital assistants and the future of intelligent response-systems 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, 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 Marketing	2	4
The Art of Visual Marketing Module: Digital Skills I Root module: Digital Skills I Semester: 2 Course code: AVM2WK Contact hours per week: 2 ECTS: 4 Course Content: Visual storytelling in social networks The role of visual marketing in the marketing funnel Types of visual content The role of modern technologies for visual content creation 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.
Personal Branding and Leadership
Building your Personal Brand	2	3
Building your Personal Brand Module: Personal Branding and Leadership Root module: Personal Branding and Leadership Semester: 2 Course code: BPB2WK Contact hours per week: 2 ECTS: 3 Course Content: Synergies between Leadership and Personal Branding Emotional intelligence and communication methods to establish your personal brand Process of Personal Brand Management Storytelling techniques in network scenarios Succesfull presentations and delivery of speeches Management of credibility and reputation Course outcome: Upon completion of this course students are able to: explain the fundamentals of leadership and personal branding, produce an own personal brand template to operate in a business setting, describe how to use personal branding in business-related situations, present a convicing and appropriate personal brand in business-related situations, apply a practical toolkit to use in networking scenarios.
Communication Skills of Leadership	2	3
Communication Skills of Leadership Module: Personal Branding and Leadership Root module: Personal Branding and Leadership Semester: 2 Course code: CSL2WK Contact hours per week: 2 ECTS: 3 Course Content: Building Trust and Motivation Team communication dynamics Conflict resolution methods and tools Management of team performance and conflict reduction Communication of difficult messages Negotiation tactics Course outcome: Upon completion of this course students are able to: apply techniques to build trust and motivate a team, identify team dynamics and different types of conflicts with the aid of case studies, evaluate management tools and strategies to manage the conditions that drive team performance and reduce conflict, apply negotiating tactics in the course of business relationships (role plays) to steer succesfully.
Specialisation Tracks II: Fashion & Lifestyle
Fashion Marketing and Collection Planning	2	4
Fashion Marketing and Collection Planning Module: Specialisation Tracks II: Fashion & Lifestyle Root module: Specialisation Tracks II: Fashion & Lifestyle Semester: 2 Course code: S2_FLM_FMC2ILV Contact hours per week: 2 ECTS: 4 Course Content: Cultural appropriation versus appreciation in fashion with fashion as a cultural phenomenon looking at the history of culture and fashion Collection and range plan Objectives and underlying principles of design houses, the fashion industry and different markets Strategies for selecting products and planning collections Supply and value chain in fashion Sustainable and ethical fashion and understanding of the changes in the industry Course outcome: Upon completion of this course students are able to: evaluate the significance of fashion as a cultural asset, explain the process of how collections are created and how to market them to consumers, apply methods and procedures for selecting products and planning collections for specific markets, analyse the distribution and value chain for fashion brands, describe the importance of applying sustainable and ethical principles in fashion brand management.
Marketing of Fashion and Luxury Brands	2	4
Marketing of Fashion and Luxury Brands Module: Specialisation Tracks II: Fashion & Lifestyle Root module: Specialisation Tracks II: Fashion & Lifestyle Semester: 2 Course code: S2_FLM_MFL2ILV Contact hours per week: 2 ECTS: 4 Course Content: Conceptual foundations of luxury and development of the modern luxury industry Luxury branding and marketing strategies Channel management (luxury retail and e-commerce strategies) Pricing strategies and channel management Contemporary luxury challenges such as digitalization, sustainability, inclusivity Course outcome: Upon completion of this course students are able to: explain the concept of luxury in historical, cultural and global context analyse and describe luxury and lifestyle firms' business strategies develop target-group-specific marketing activities for fashion, luxury, and lifestyle products and explain steps for their implementation develop appropriate marketing strategies and activities for luxury and lifestyle products and describe steps for their implementation examine the innovation, sustainability and inclusivity imperatives confronting luxury brands and develop original suggestions apply sensitivity towards diverse concepts of luxury and the ability to conceptualize strategies in non-Western market contexts.
Specialisation Tracks II: Tourism & Hospitality Marketing
Tourism Experience Marketing	2	4
Tourism Experience Marketing Module: Specialisation Tracks II: Tourism & Hospitality Marketing Root module: Specialisation Tracks II: Tourism & Hospitality Marketing Semester: 2 Course code: S2_THM_TEM2ILV Contact hours per week: 2 ECTS: 4 Course Content: Key concepts and theories of experience design Fundamental behavioural-science principles of experience design Customer journey analysis Development of marketing campaigns Experience concepts for places, events, products and services Hedonic purchasers Sensory marketing Course outcome: Upon completion of this course students are able to: explain and evaluate the significance of different experience marketing concepts in tourism, differentiate the key pillars of a successful experience marketing in tourism, compare and integrate the most valuable performance metrics, design a unique experiential marketing campaign for a tourism business.
Digital Transformation in Tourism	2	4
Digital Transformation in Tourism Module: Specialisation Tracks II: Tourism & Hospitality Marketing Root module: Specialisation Tracks II: Tourism & Hospitality Marketing Semester: 2 Course code: S2_THM_DTT2ILV Contact hours per week: 2 ECTS: 4 Course Content: Importance and application of information and communication technologies in different travel and tourism application domains E-business models in tourism The digital customer journey Digital transformation in tourism Mobile tourism Review management Augmented and virtual reality applications in tourism Recommender Systems Semantic Web technologies Course outcome: Upon completion of this course students are able to: describe how different information and communication technologies are used by tourism businesses and organisations to optimise internal and external processes in order to gain a competitive advantage compare potential uses of information and communication technologies by consumers during the customer journey, describe and apply selected tourism e-business models within exercises, describe types of online travel agencies, sharing platforms and review platforms, and their corresponding business models, exemplify the requirements of the information and communication technologies infrastructure for a tourism business.
Specialisation Tracks II: Retail & Shopper Marketing
E-Commerce Business Models	2	4
E-Commerce Business Models Module: Specialisation Tracks II: Retail & Shopper Marketing Root module: Specialisation Tracks II: Retail & Shopper Marketing Semester: 2 Course code: S2_RSM_EBM2ILV Contact hours per week: 2 ECTS: 4 Course Content: Fundamental principles and digital business models Technical infrastructure Design and optimisation of online shops in terms of usability and user experience Sales approaches and funnel optimisation Electronic payment (incl. cryptocurrencies) Security and legal compliance Value chains and ROI calculation Course outcome: Upon completion of this course students are able to: explain the importance of e-commerce within marketing strategies, analyse the advantages and disadvantages of various digital business models from both customer and company perspectives, describe the costs associated with essential e-commerce infrastructure (hardware and software), plan and evaluate an online store develop an e-commerce sales strategy and present it in a targeted manner, evaluate security concepts and legal frameworks design value chains and calculate ROI
Shopper Marketing and Omnichannel Retailing	2	4
Shopper Marketing and Omnichannel Retailing Module: Specialisation Tracks II: Retail & Shopper Marketing Root module: Specialisation Tracks II: Retail & Shopper Marketing Semester: 2 Course code: S2_RSM_SMO2ILV 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 the 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 experiential marketing and 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 concepts, analyse retail environments by carrying out a store check and use the results to develop recommendations.

Course	SWS	ECTS
Marketing Strategy Implementation
Budgeting and Performance Management for Marketers	2	3
Budgeting and Performance Management for Marketers Module: Marketing Strategy Implementation Root module: Marketing Strategy Implementation Semester: 3 Course code: BPM3ILV Contact hours per week: 2 ECTS: 3 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, create 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.
Internet Law and Data Privacy	2	3
Internet Law and Data Privacy Module: Marketing Strategy Implementation Root module: Marketing Strategy Implementation Semester: 3 Course code: ILD3VO 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 legal violations and conformity relating to active and passive participation in online and offline marketing activities, examine and assess circumstances and offenses, and examine related legal consequences, apply and reflect legal texts, describe and apply the rules for lawful data processing.
Digital Skills II
Influencer Marketing and Social Media	2	3
Influencer Marketing and Social Media Module: Digital Skills II Root module: Digital Skills II Semester: 3 Course code: IMS3WK Contact hours per week: 2 ECTS: 3 Course Content: Principles and functions of social media marketing Content creation ecosystem Content assets and influencer campaigns Ethical issues in social media marketing Brand collaborations and influencer partnering Audience relations and community management Course outcome: Upon completion of this course students are able to: describe the importance of influencer and content creator marketing in relation to corporate marketing communications, apply concepts to the design of communication-science-based, ethical influencer-marketing strategies, distinguish different approaches and tools for influencer marketing, use innovative processes and tools to develop creative influencer marketing campaigns and determine suitable performance measures and methods, perform pitches to obtain support for creative ideas from various potential stakeholders.
Content Creation and Storytelling	2	3
Content Creation and Storytelling Module: Digital Skills II Root module: Digital Skills II Semester: 3 Course code: CCS3WK Contact hours per week: 2 ECTS: 3 Course Content: 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: understand and apply the fundamental cognitive-psychological principles of storytelling, and analyse opportunities for storytelling in corporate communications, perform storytelling in different marketing situations and for a variety of potential audiences, use storytelling skills and develop innovative story concepts to create engaging multi-media stories for content marketing purposes, apply ethical principles and determine methods of measuring success.
Research Methods
Research Seminar	2	4
Research Seminar Module: Research Methods Root module: Research Methods Semester: 3 Course code: RSS3SE Contact hours per week: 2 ECTS: 4 Course Content: Literature search and literature review Research Methodologies Research design and research question & hypotheses Quantitative research: surveys, experiments Qualitative research: interviews, case studies, focus groups, delphi Writing research proposals and scientific papers (citation) Ethical considerations in research Research proposal Course outcome: Upon completion of this course students are able to: select a suitable research topic and develop clear research questions, conduct a comprehensive literature review related to their research topic, choose an appropriate research design for their master's thesis, critically evaluate and develop qualitative and quantitative data collection techniques, select qualitative and quantitative data analysis methods appropriate for the thesis, address ethical considerations in their research, create and revise a comprehensive research proposal for their master thesis.
Behavioral Analysis Tools	2	3
Behavioral Analysis Tools Module: Research Methods Root module: Research Methods Semester: 3 Course code: BAT3WK Contact hours per week: 2 ECTS: 3 Course Content: Introduction to experimental consumer research Experimental design and control in consumer research Eye tracking in consumer research Psychophysiological measures in consumer research Facial expression analysis and emotion recognition Lab-based neuromarketing techniques Data analysis and interpretation in experimental consumer research Ethical considerations Course outcome: Upon completion of this course students are able to: explain the importance of experimental research in consumer research, identify appropriate research tools for specific consumer research questions, design, carry out, and analyse lab-based consumer behavior experiments, apply biometric and psychophysiological measures in experimental consumer research, use eye-tracking, facial expression analysis, and neuromarketing techniques in experimental settings, analyse and interpret data from experimental consumer research, explain the ethical considerations involved in experimental consumer research, develop and complete a lab-based research project focused on consumer behavior, effectively communicate research results.
Specialisation Tracks III: Fashion & Lifestyle Marketing
Innovation and Project Management	2	3
Innovation and Project Management Module: Specialisation Tracks III: Fashion & Lifestyle Marketing Root module: Specialisation Tracks III: Fashion & Lifestyle Marketing Semester: 3 Course code: S3_FLM_IPM3WK 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, analyse 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), plan suggestions for new products and services based on the application of innovation management tools, design suitable intraorganisational and interorganisational measures for reducing risks and creating opportunities for innovation and plan the implementation of intraorganisational and interorganisational measures for reducing risks and creating opportunities for innovation.
Marketing Strategy Capstone Project	2	8
Marketing Strategy Capstone Project Module: Specialisation Tracks III: Fashion & Lifestyle Marketing Root module: Specialisation Tracks III: Fashion & Lifestyle Marketing Semester: 3 Course code: S3_FLM_MCP3WK Contact hours per week: 2 ECTS: 8 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: design, plan, and implement a professional client brief as part of the cooperation with the corporate partner, perform a comprehensive marketing situation 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, communicate professionally with customers and present proposals for solutions.
Specialisation Tracks III: Tourism & Hospitality Marketing
Innovation and Project Management	2	3
Innovation and Project Management Module: Specialisation Tracks III: Tourism & Hospitality Marketing Root module: Specialisation Tracks III: Tourism & Hospitality Marketing Semester: 3 Course code: S3_THM_IPM3WK 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, analyze 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), plan suggestions for new products and services based on the application of innovation management tools, design suitable intraorganisational and interorganisational measures for reducing risks and creating opportunities for innovation and plan the implementation of intraorganisational and interorganisational measures for reducing risks and creating opportunities for innovation.
Marketing Strategy Capstone Project	2	8
Marketing Strategy Capstone Project Module: Specialisation Tracks III: Tourism & Hospitality Marketing Root module: Specialisation Tracks III: Tourism & Hospitality Marketing Semester: 3 Course code: S3_THM_MCP3WK Contact hours per week: 2 ECTS: 8 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: design, plan, and implement a professional client brief, perform a comprehensive marketing situation 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, communicate professionally with customers and present proposals for solutions.
Specialisation Tracks III: Retail & Shopper Marketing
Innovation and Project Management	2	3
Innovation and Project Management Module: Specialisation Tracks III: Retail & Shopper Marketing Root module: Specialisation Tracks III: Retail & Shopper Marketing Semester: 3 Course code: S3_RSM_IPM3WK 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, analyse 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), plan suggestions for new products and services based on the application of innovation management tools, design suitable intraorganisational and interorganisational measures for reducing risks and creating opportunities for innovation and plan the implementation of intraorganisational and interorganisational measures for reducing risks and creating opportunities for innovation.
Marketing Strategy Capstone Project	2	8
Marketing Strategy Capstone Project Module: Specialisation Tracks III: Retail & Shopper Marketing Root module: Specialisation Tracks III: Retail & Shopper Marketing Semester: 3 Course code: S3_RSM_MCP3WK Contact hours per week: 2 ECTS: 8 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: design, plan, and implement a professional client brief, perform a comprehensive marketing situation 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, communicate professionally with customers and present proposals for solutions.

Course	SWS	ECTS
Ethics and CSR in Marketing
Ethics and CSR in Marketing	2	2
Ethics and CSR in Marketing Module: Ethics and CSR in Marketing Root module: Ethics and CSR in Marketing Semester: 4 Course code: ECM4VO Contact hours per week: 2 ECTS: 2 Course Content: Basics of methods-based systematic reflection Fundamentals of general ethics (e.g. freedom, justice, human rights, dignity, and responsibility) 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 problem situations Course outcome: At the end of this module students are able to: identify and analyse moral problems and dilemmas in professional marketing contexts using ethical concepts and theories, use business and corporate ethics instruments to critically reflect on complex moral problems and dilemmas in marketing contexts, taking personal responsibility for proposing solutions, apply theoretical principles in practical settings through realistic case studies and effectively communicate this skill in a professional setting.
Academic Coaching Colloquium
Academic Coaching Colloquium	1	2
Academic Coaching Colloquium Module: Academic Coaching Colloquium Root module: Academic Coaching Colloquium Semester: 4 Course code: ACC4WK Contact hours per week: 1 ECTS: 2 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 Rehearsal of thesis presentation and defense in front of a committee Course outcome: At the end of this module students are able to: identify individual problems in connection with the preparation of their master thesis, to clarify the identified problems and to develop a solution, present and defend a thesis.
Master Thesis
Master Thesis	0	22
Master Thesis Module: Master Thesis Root module: Master Thesis Semester: 4 Course code: MTH4DA Contact hours per week: 0 ECTS: 22 Course outcome: At the end of this module students are able to: develop a research question and design, and collect, organize and evaluate relevant data to effectively address the research problem/s, apply scientific methods and critically evaluate and discuss relevant literature related to the research problem/s, independently produce a master thesis that includes a critical reflection on the research process, findings, and conclusions drawn.
Master Exam
Master Exam	0	4
Master Exam Module: Master Exam Root module: Master Exam Semester: 4 Course code: MEX4AP Contact hours per week: 0 ECTS: 4 Course outcome: At the end of this module students are able to: present their Master Thesis by communicating in a target group specific manner and defending the question they addressed, the research design they used and the results reached before an expert committee, critically discuss theories and fundamentals in an area, and have the ability to put a topic into multidisciplinary research context and to evaluate the quality of relevant data, apply theories and methods for processing specific issues, and critically reflect them, work through a case study related to their degree programme, applying the content and methods of the programme, explain ethical implications and develop and justify possible solutions.

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

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

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Opinions: Marketing

Click through the videos of the degree programme.

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 Marketing
Institute Tourism, Wine Business and Marketing
+43 2732 802 300
[email protected]
IMC International Campus Piaristengasse
Online Distribution Channels
Planning and Implementation of E-Tourism and E-Marketing Strategies
Tourism Product Development
Marketing
Master of Arts in Business / full-time
Kapazitätsaufbau für nachhaltigen ländlichen Tourismus in Mosambik (CAST Mosambik)
Department of Business
European Tourism Sustainability Monitoring 2030 (ETSM2030)
Project Leader, Department of Business
Capacity Building für nachhaltigen ländlichen Tourismus in Mosambik ("CAST Mozambique")
Department of Business
CaucaSusT - Transdisziplinarität für eine nachhaltige Tourismusentwicklung in der Kaukasusregion
Project Leader, Department of Business
InRuTou - Innovationen im ländlichen Tourismus
Project Leader, Department of Business
Maurer, C. (2022): Digital Marketing Strategies. In Dimitrios Buhalis (Hrsg.), Encyclopedia of Tourism Management and Marketing (3). Cheltenham: Edward Elgar Publishing.
Christian Maurer & Hubert J. Siller (Hrsg.). (2022): ISCONTOUR 2022 - Tourism Research Perspectives. Proceedings of the International Student Conference in Tourism Research. Norderstedt: BoD.
Maurer, C., Siller, H. (2020): Tourism Research Perspectives - Proceedings of the International Student Conference in Tourism Research 2020. Norderstedt: BoD.
Maurer, C., Siller, H. (Hrsg.). (2019): Tourism Research Perspectives - Proceedings of the International Student Conference in Tourism Research 2019. Norderstedt: BoD.
Maurer, C., Neuhofer, B. (Hrsg.). (2018): Tourism Research Perspectives - Proceedings of the International Student Conference in Tourism Research 2018. Norderstedt: BoD.
Egger, R., Maurer, C. (Hrsg.). (2017): Tourism Research Perspectives - Proceedings of the International Student Conference in Tourism Research 2017. Norderstedt: BoD.
Maurer, C., Tischler, S. (2017): Die Bedeutung von Bonusleistungen bei der Hotelbuchung zur Steigerung der Kundenloyalität und Direktbuchungsrate - Eine Studie unter österreichischen Hotelbetrieben. In IMC Fachhochschule Krems GmbH (Hrsg.), Online Tagungsband - 11. Forschungsforum der österreichischen Fachhochschulen 2017 (855-865). Krems: FFH.
Egger, R., Maurer, C. (Hrsg.). (2016): Tourism Research Perspectives - Proceedings of the International Student Conference in Tourism Research 2016. Norderstedt: BoD.
Egger, R., Maurer, C. (Hrsg.). (2015): Tourism Research Perspectives - Proceedings of the International Student Conference in Tourism Research 2015. Norderstedt: BoD.
Maurer, C. (2015): eTourismus – Daten und Fakten. In Schulz, A., Weithöner, U., Egger R., Goecke, R. (Hrsg.), Informationsmanagement im Tourismus (52). München: De Gruyter Oldenbourg.
Doi: https://doi.org/10.1515/9783486858402
Egger, R., Maurer, C. (Hrsg.). (2014): Tourism Research Perspectives - Proceedings of the International Student Conference in Tourism Research 2014. Norderstedt: BoD.
Nijhuis, K., Maurer, C., Munro, J. (2014): Handbook on E-marketing for Tourism Destinations. Madrid: UN-WTO/ETC.
Doi: https://doi.org/10.18111/9789284415755
Egger, R., Maurer, C. (Hrsg.). (2013): Tourism Research Perspectives - Proceedings of the International Student Conference in Tourism Research 2013. Norderstedt: BoD.
Maurer, C., Lutz, V. (2011): Strategic Implications for Overcoming Communication Gaps in Tourism Caused by Digital Divide. Journal of Information Technology & Tourism, 13(3): 205-214.
Doi: https://doi.org/10.3727/109830512X13283928066887
Maurer, C., Wiegmann, R. (2011): Effectiveness of Advertising on Social Network Sites: A Case Study on Facebook. In Law, R., Fuchs, M., Ricci, F. (Hrsg.), Information and Communication Technologies in Tourism 2011 (485-498). Vienna: Springer.
Doi: https://doi.org/10.1007/978-3-7091-0503-0
Maurer, C., Lutz, V. (2011): The Impact of Digital Divide on Global Tourism: Strategic Implications of Overcoming Communication Gaps Caused by Digital Inequalities. In Law, R., Fuchs, M., Ricci, F. (Hrsg.), Information and Communication Technologies in Tourism 2011 (265-277). Vienna: Springer.
Doi: https://doi.org/10.1007/978-3-7091-0503-0
Maurer, C., Schaich, S. (2011): Online Customer Reviews Used as Complaint Management Tool. In Law, R., Fuchs, M., Ricci, F. (Hrsg.), Information and Communication Technologies in Tourism 2011 (499-511). Vienna: Springer.
Doi: https://doi.org/10.1007/978-3-7091-0503-0
Prof.(FH) Mag. Christian Maurer
Head of Institute Tourism, Wine Business, and Marketing / Programme Director Marketing
Head of Institute Tourism, Wine Business, and Marketing / Programme Director Marketing
Prof.(FH) Mag. Christian Maurer
Core Competencies
- Online Distribution Channels
- Planning and Implementation of E-Tourism and E-Marketing Strategies
- Tourism Product Development

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
Tourism and Leisure Management
Bachelor of Arts in Business / full-time
Marketing
Master of Arts in Business / full-time
Klimawandel und dessen Auswirkungen auf touristische Attraktionen in Niederösterreich
Project Leader, Department of Business
Nachhaltigkeit aus Sicht der Weinkonsumentinnen und Konsumenten
Department of Business
„GrünRaum“: Inwertsetzung von Grünräumen
Project Leader, Department of Business
Grünräume als Tourismusattraktionen: Wien im Vergleich zu ausgewählten europäischen Städten
Project Leader, Department of Business
Hybrid Parks – Entwicklung eines Messmodells
Project Leader, Department of Business
Kulturelle (Garten-) Tradition als Schwerpunkt für nachhaltigen Tourismus - CultTOUR
Department of Business
Enz, I., Zehetner, R., Bauer-Krösbacher, C., Waiguny, M.K.J. (2021): IMC Rise®: Eine Case Study über die Stärkung von Resilienz im virtuellen Kontext. In Schutti-Pfeil G., Darilion A., Ehrenstorfer B. (Hrsg.), 9. TAG DER LEHRE TEACHING DER FH OÖ Tagungsband (52-59). Linz: FH Oberösterreich.
Tischler, S., Bauer-Krösbacher, C. (2021): Kulinarikreisen in der Zielgruppe 55+. In Rüdiger, J., Wagner, D., Dreyer, A., Stöckl, A. (Hrsg.), Kulinarischer Tourismus und Weintourismus - Culinary and Wine Tourism Conference 2020 (19-56). Wiesbaden: Gabler Verlag.
Doi: https://doi.org/10.1007/978-3-658-33226-6
Bauer-Krösbacher, C., & Mazanec, J. (2021): Modelling Museum Visitor's Perception and Experience of Authenticity. Examining Heterogeneity with a Finite Mixture Model. Folia Turistica(56): 35-57.
Doi: https://doi.org/10.5604/01.3001.0014.8957
Bauer-Krösbacher, C., Tischler, S., Baumgartner, D. (2020): Ski huts in Austria and their culinary offer: a question of quality versus quantity?. In Doppler, S., Steffen, A. (Hrsg.), Case Studies on Food Experiences in Marketing, Retail, and Events (109-119). Oxford: Woodhead Publishing .
Doi: https://doi.org/10.1016/C2018-0-02517-7
Bauer-Krösbacher, C., Tischler, S., Baumgartner, D. (2019): The Culinary Offer of Ski Huts in Austria: A Question of Quantity vs. Quality?. In Doppler, S., Steffen, A. (Hrsg.), Case Studies on Food Experiences (109-119). Amsterdam: Woodhead Publishing .
Doi: https://doi.org/10.1016/C2018-0-02517-7
Bauer-Krösbacher, C., Koschitz, S. (2019): Management von Gärten und Parks als Besucherattraktionen. Ein Handbuch. Krems: IMC University of Applied Sciences Krems.
Bauer-Krösbacher, C. (2019): Authentizität im Tourismus – eine Untersuchung am Beispiel historischer Gärten und Parks. In Wagner, D., Schobert, M., Steckenbauer, G. (Hrsg.), Experience Design im Tourismus – eine Branche im Wandel. Gestaltung von Gäste-Erlebnissen, Erlebnismarketing und Erlebnisvertrieb (103-117). Wiesbaden: Springer-Gabler.
Doi: https://doi.org/10.1007/978-3-658-24513-9
Bauer-Krösbacher, C., Tischler, S. (2017): Tourism in Austria. In Lowry, L. (Hrsg.), International Encyclopedia of Travel and Tourism (103-105). Thousand Oaks, California, USA: SAGE Publishing, Inc.
Doi: https://www.doi.org/10.4135/9781483368924.n38
Bauer-Krösbacher, C., Stoeckl, A., Tischler, S. (2017): Die kulinarische Attraktivität des Reiselands Österreich: Selbstbild v. Aussensicht. In Wagner, D., Mair, M., Stoeckl, A., Dreyer, A. (Hrsg.), Kulinarischer Tourismus und Weintourismus - Culinary and Wine Tourism Conference 2015 (125-134). Wiesbaden: Springer Gabler.
Doi: https://doi.org/10.1007/978-3-658-13732-8_10
Bauer-Krösbacher, C., Tischler, S. (2016): Methoden der BesucherInnenforschung. In Wolfram, S. (Hrsg.), Kulturvermittlung heute. Internationale Perspektiven (173-188). Bielefeld: transcript.
Tischler, S., Bauer-Krösbacher, C. (2016): Kulinarisch reisen. Aktuelle Entwicklungen zur Bedeutung des Kulinariktourismus in Österreich. In Bieger, T., Beritelli, P., Laesser, C. (Hrsg.), Schweizer Jahrbuch für Tourismus 2015/16: Gesellschaftlicher Wandel als Herausforderung im alpinen Tourismus (1-10). Berlin: Erich Schmidt Verlag.
Stöckl, A.F., Tischler, S., Bauer-Krösbacher, C., Koja, T., & Mathis, J.K. (2016): Does Wine Enhance the Attractiveness of a Destination?. In Bruwer, J., Lockshin, L., Corsi, A., Cohen, J., Hirche, M. (Hrsg.), Conference Proceedings, 9th Academy of Wine Business Research Conference (598-607). Adelaide: Academy of Wine Business Research.
Mathis, J., Tischler, S., Bauer-Krösbacher, C. (2015): Travel Motivations and Destination Choice Behaviour in Culinary Tourism – The Case of Austrian Travellers. In Department of Tourism, Munich University of Applied Sciences (Hrsg.), Consumer Behavior in Tourism Symposium 2015 (CBTS). Munich: Department of Tourism, Munich University of Applied Sciences.
Bauer-Krösbacher, C. (2015): Das Paradies so nah! Entwicklung von Gartentourismus in Niederösterreich. In Bieger, T., Beritelli, P., Laesser, C. (Hrsg.), Schweizer Jahrbuch für Tourismus 2014/15: Strategische Entwicklungen im alpinen Tourismus (143-156). Berlin: Erich Schmidt Verlag.
Edlinger, P., Bauer-Krösbacher, C. (2014): Internationale Trends im Museumsbereich. Wie reagieren österreichische Museen?. In Bieger, T., Beritelli, P., Laesser, C. (Hrsg.), Schweizer Jahrbuch für Tourismus 2013/14: Zukunftsgestaltung im alpinen Tourismus (35-44). Berlin: Erich Schmidt Verlag.
Prof.(FH) Mag. Claudia Bauer-Krösbacher, PhD
Programme Director Tourism and Leisure Management
Prof.(FH) Dr. Claudia Dolezal, MSc, BA
Professor (FH) Institute Tourism, Wine Business and Marketing
Institute Tourism, Wine Business and Marketing
+43 2732 802 204
[email protected]
IMC International Campus Piaristengasse
Sustainable Tourism Development and the United Nations Sustainable Development Goals
Tourism and Social Change
Destination Development and Destination Management
Tourism and Leisure Management
Bachelor of Arts in Business / full-time
Marketing
Master of Arts in Business / full-time
Kapazitätsaufbau für nachhaltigen ländlichen Tourismus in Mosambik (CAST Mosambik)
Project Leader, Department of Business
European Tourism Sustainability Monitoring 2030 (ETSM2030)
Department of Business
Capacity Building für nachhaltigen ländlichen Tourismus in Mosambik ("CAST Mozambique")
Project Leader, Department of Business
Nachhaltigkeit aus Sicht der Weinkonsumentinnen und Konsumenten
Department of Business
WBL4JOB
Project Leader, Department of Business
Novelli, M., Cheer, J.M., Dolezal, C., Milano, C, Jones, A. (Hrsg.). (2022): Handbook of Niche Tourism. London: Edward Elgar Publishing.
Dolezal, C., Gudka, J., Lapointe, D. (2022): Unseen Tours’ Virtual ‘Not-in-a-pub’ Quizzes: Social Inclusion and Empowerment in Times of COVID-19. In Novelli, M., Cheer, J.M., Dolezal, C., Milano, C, Jones, A. (Hrsg.), Handbook of Niche Tourism (401-421). London: Edward Elgar Publishing.
Dolezal, C., Novelli, M. (2020): Power in community-based tourism: empowerment and partnership in Bali. Journal of Sustainable Tourism.
Doi: https://doi.org/10.1080/09669582.2020.1838527
Dolezal, C., Miezelyte, D. (2020): Volunteer Tourists and the SDGs in Bali: Agents of Development or Redundant Holiday-Makers?. Austrian Journal for South-East Asian Studies, 13(1): 117-124.
Doi: https://doi.org/10.14764/10.ASEAS-0028
Trupp, A., Dolezal, C. (2020): Tourism and the Sustainable Development Goals in Southeast Asia. Austrian Journal of South-East Asian Studies, 13(1): 1-16.
Doi: https://doi.org/10.14764/10.ASEAS-0026
Dolezal, C., Trupp, A., Bui, H. (Hrsg.). (2020): Tourism and Development in Southeast Asia. London: Routledge.
Trupp, A., Dolezal, C., Bui, H. (2020): Mapping tourism, sustainability, and development in Southeast Asia. In Dolezal, C., Trupp, A., Bui, H. (Hrsg.), Tourism and Development in Southeast Asia (3-22). London: Routledge.
Bui, H., Dolezal, C. (2020): The tourism-development nexus in Southeast Asia: History and current issues. In Dolezal, C., Trupp, A., Bui, H. (Hrsg.), Tourism and Development in Southeast Asia (23-40). London: Routledge.
Dolezal, C., Trupp, A., Leepreecha, P. (2020): Researching tourism and development in Southeast Asia: Methodological insights. In Dolezal, C., Trupp, A., Bui, H. (Hrsg.), Tourism and Development in Southeast Asia (41-56). London: Routledge.
Dolezal, C., Trupp, A., Bui, H. (2020): Tourism and development in Southeast Asia: Concluding remarks and future outlook. In Dolezal, C., Trupp, A., Bui, H. (Hrsg.), Tourism and Development in Southeast Asia (214-218). London: Routledge.
Dolezal, C., Gudka, J. (2019): London’s “Unseen Tours”: Slumming or societal change in the city?. In Smith, A., Graham, A. (Hrsg.), Destination London: The territorial expansion of the visitor economy. (141-163). London: University of Westminster Press.
Doi: https://doi.org/10.16997/book35.g/
Dolezal, C. (2018): Being in the field in Bali: A reflection on fieldwork relations in community-based tourism research. In Tucker, H., Jimura, T., Dixon, L. (Hrsg.), Tourism Ethnographies: Ethics, Methods, Application and Reflexivity (97-111). London: Routledge.
Doi: https://doi.org/10.4324/9781315162164
Novelli, M., Klatte, N., Dolezal, C. (2016): The ASEAN community-based tourism standards: looking beyond certification. Tourism Planning & Development, 14(2): 216-281.
Doi: https://doi.org/10.1080/21568316.2016.1243146
Dolezal, C. (2015): The tourism encounter in community-based tourism in Northern Thailand: Empty meeting ground or space for change?. Austrian Journal for South-East Asian Studies, 8(2): 165-186.
Doi: https://doi.org/10.14764/10.ASEAS-2015.2-4
Dolezal, C., Trupp, A. (2015): Tourism and Development in Southeast Asia. Austrian Journal for South-East Asian Studies, 8(2): 117-124.
Doi: https://doi.org/10.14764/10.ASEAS-2015.2-1
Dolezal, C., Burns, P. (2014): ABCD to CBT: Asset-Based Community Development’s Potential for Community-Based Tourism. Development in Practice, 25(1): 133-142.
Doi: https://doi.org/10.1080/09614524.2015.982075
Dolezal, C. (2013): Community-Based Tourism in Bali: On the Road Towards Empowerment? An Interview with Djinaldi Gosana. Austrian Journal for South-East Asian Studies, 6 (2): 366-373.
Doi: https://doi.org/10.14764/10.ASEAS-6.2-8
Trupp, A., Dolezal, C. (2013): Mobilities in South-East Asia. Austrian Journal of South-East Asian Studies, 6(2): 235-241.
Doi: https://doi.org/10.14764/10.ASEAS-6.2-1
Dolezal, C. (2011): Community-Based Tourism in Thailand: (Dis-)Illusions of Authenticity and the Necessity for Dynamic Concepts of Culture and Power. Austrian Journal of South-East Asian Studies, 4(1): 129-138.
Doi: https://doi.org/10.14764/10.ASEAS-4.1-7
Prof.(FH) Dr. Claudia Dolezal, MSc, BA
Professor (FH) Institute Tourism, Wine Business and Marketing
Prof.(FH) Giancarlo Fedeli, PhD, MA, BSc, PgC
Professor (FH) Institute Tourism, Wine Business and Marketing
Institute Tourism, Wine Business and Marketing
+43 2732 802 395
[email protected]
IMC International Campus Piaristengasse
Tourism and Leisure Management
Bachelor of Arts in Business / full-time
Marketing
Master of Arts in Business / full-time
Tourism and Leisure Management in Hanoi
Bachelor of Arts in Business / full-time
Lukoseviciute, G., Pereira, L. N., Panagopoulos, T., Fedeli, G., Ramsey, E., Madden, K., Condell, J. (2023): Recreational trail development within different geographical contexts as a determinant of income multiplier and local economic impact. Tourism Management Perspectives, 46: 101090.
Doi: https://doi.org/10.1016/j.tmp.2023.101090
Fedeli, G., Minor, K., Lennon, J. J. & Bratec, M. (2023): PRODUCTIVITY IN THE HOSPITALITY SECTOR: Can management apps really improve work productivity in the housekeeping department?. In Curtin, Murdoch & ECU Universities (Hrsg.), 33rd Annual Council for Australasian Tourism and Hospitality Education (CAUTHE) Conference 2023 (352). Perth, Australia: Curtin, Murdoch & ECU Universities.
Doi: ISBN 978-0-9945-141-9-6
Williams, N. L., Wassler, P., Fedeli, G. (2023): Social Representations of War Tourism: A Case of Ukraine. Journal of Travel Research, 0(0): 1-7.
Doi: https://doi.org/10.1177/00472875221146797
Fedeli, G., Nguyen, T.H.H., Williams, N.L., Del Chiappa G., Wassler, P. (2022): Travel desire over intention in pandemic times. Annals of Tourism Research Empirical Insights, 3(2).
Doi: https://doi.org/10.1016/j.annale.2022.100051
Fedeli, G., Cheng, M. (2022): Influencer marketing and tourism: Another threat to integrity for the industry?. Tourism Analysis.
Doi: https://doi.org/10.3727/108354222X16510114086370
Wassler, P., Del Chiappa, G., Nguyen, T. H. H., Fedeli, G., Williams, N. L. (2022): Increasing vaccination intention in pandemic times: a social marketing perspective. Italian Journal of Marketing: 37-58.
Doi: https://doi.org/10.1007/s43039-022-00049-w
Fedeli, G., Cigurova L. (2021): Volunteer Recruitment and Selection: Evidence from the Visitor Attraction Sector. In Holmes, K. A., Lockstone-Binney, Shipway, L. R. (Hrsg.), The Routledge Handbook of Volunteering in Events, Sport and Tourism (271-285). London: Taylor & Francis.
Doi: https://doi.org/10.4324/9780367815875
Williams, N. L., Nguyen, T. H. H., Del Chiappa, G., Fedeli, G., Wassler, P. (2021): COVID-19 vaccine confidence and tourism at the early stage of a voluntary mass vaccination campaign: A PMT segmentation analysis. Current Issues in Tourism, 25(3): 475-489.
Doi: https://doi.org/10.1080/13683500.2021.1963216
Fedeli, G. (2021): Marketing Visitor Attractions in the Digital Age: An investigation of E-marketing Adoption in the Scottish Visitor Attraction sector. Glasgow: Glasgow Caledonian University.
Fedeli, G. (2019): ‘Fake news’ meets tourism: a proposed research agenda. Annals of Tourism Research, 80(102684): 123.
Doi: https://doi.org/10.1016/j.annals.2019.02.002
Fedeli, G. (2017): ICTs, disruptive forces and the production paradox in tourism: Present and future issues in the Visitor Attraction sector. Mediterranean Journal of Communication, 10(1): 113-121.
Doi: https://doi.org/10.14198/MEDCOM/2017/10_cmd
Fedeli, G. (2017): The role and potential of ICT in the visitor attractions sector: the case of Scotland’s tourism industry. In Kalbaska, N., Ge, J., Murphy, J., Sigala, M. (Hrsg.), ENTER2017 eTourism Conference, ISBN 978-88-6101-016-1 (14-20). Rome : Universita' della Svizzera italiana.
Prof.(FH) Giancarlo Fedeli, PhD, MA, BSc, PgC
Professor (FH) Institute Tourism, Wine Business and Marketing
Dr. Larissa Neuburger, MA, MA
Senior Lecturer Institute Tourism, Wine Business and Marketing
Institute Tourism, Wine Business and Marketing
+43 2732 802 186
[email protected]
IMC International Campus Piaristengasse
Tourism and Leisure Management
Bachelor of Arts in Business / full-time
Marketing
Master of Arts in Business / full-time
Kapazitätsaufbau für nachhaltigen ländlichen Tourismus in Mosambik (CAST Mosambik)
Department of Business
Nachhaltigkeit aus Sicht der Weinkonsumentinnen und Konsumenten
Department of Business
WBL4JOB
Department of Business
Egger, R., Neuburger, L. (2022): Augmented, Virtual, and Mixed Reality in Tourism. In Xiang, Z., Fuchs, M., Gretzel, U., Höpken, W. (Hrsg.), Handbook of e-Tourism (317-342). Cham: Springer Nature.
Doi: https://doi.org/10.1007/978-3-030-48652-5
Egger, R., Neuburger, L., Matuzzi, M. (2022): Data Science and Ethical Issues. In Egger, R. (Hrsg.), Applied Data Science in Tourism. Tourism on the Verge. (51-66). Cham: Springer.
Doi: https://doi.org/10.1007/978-3-030-88389-8_4
Barbe, D., Neuburger, L. (2021): Generation Z and Digital Influencers in the Tourism Industry. In Stylos, N., Rahimi, R., Okumus, B., Williams, S. (Hrsg.), Generation Z Marketing and Management in Tourism and Hospitality (167-192). Cham: Palgrave Macmillan.
Doi: https://doi.org/10.1007/978-3-030-70695-1_7
Sakardy, D., Neuburger, L., Egger, R. (2021): Virtual reality as a travel substitution tool during COVID-19. In Wörndl W., Koo C., Stienmetz J.L. (Hrsg.), Information and Communication Technologies in Tourism 2021 (452-463). Cham: Springer.
Doi: https://doi.org/10.1007/978-3-030-65785-7_44
Egger, R., Neuburger L. (2020): Augmented, Virtual, and Mixed Reality in Tourism. In Xiang Z., Fuchs M., Gretzel U., Höpken W. (Hrsg.), Handbook of e-Tourism (1-25). Cham: Springer.
Doi: https://doi.org/10.1007/978-3-030-05324-6_19-1
Neuburger, L., Egger, R. (2020): Travel risk perception and travel behaviour during the COVID-19 pandemic 2020: A case study of the DACH region. Current Issues in Tourism, 24(7): 1003-1016.
Doi: https://doi.org/10.1080/13683500.2020.1803807
Barbe, D., Neuburger, L., Pennington-Gray, L. (2020): Follow Us on Instagram! Understanding the Driving Force behind Following Travel Accounts on Instagram. e-Review of Tourism Research, 17(4).
Neuburger, L., Beck, J., Egger, R. (2018): The ‘Phygital’tourist experience: The use of augmented and virtual reality in destination marketing. In Camilleri, M.A. (Hrsg.), Tourism Planning and Destination Marketing (183-202). Bingley: Emerald Publishing Limited.
Doi: https://doi.org/10.1108/978-1-78756-291-220181009
Neuburger, L., Egger, R. (2017): An Afternoon at the Museum: Through the Lens of Augmented Reality. In Scheeg, R., Stangl, B. (Hrsg.), Information and Communication Technologies in Tourism 2017 (241-254). Berlin: Springer, Cham.
Doi: https://doi.org/10.1007/978-3-319-51168-9_18
Dr. Larissa Neuburger, MA, MA
Senior Lecturer Institute Tourism, Wine Business and Marketing
Prof.(FH) Priv. Doz. Mag. Dr. Arthur Posch
Professor (FH) Institute Tourism, Wine Business and Marketing
Institute Tourism, Wine Business and Marketing
+43 2732 802 197
[email protected]
IMC International Campus Piaristengasse
Betriebswirtschaft für das Gesundheitswesen
Bachelor of Arts in Business / part-time
Tourism and Leisure Management
Bachelor of Arts in Business / full-time
Marketing
Master of Arts in Business / full-time
Braumann., E., Grabner, I., Posch, A. (2023): Wie gut ist das Risikobewusstsein in Ihrem Unternehmen?. Zeitschrift für erfolgsorientierte Unternehmenssteuerung CONTROLLING, Spezialausgabe Sommer 2023: 38 - 42.
Doi: https://doi.org/10.15358/0935-0381-2023-S-38
Sautner, E., Grabner, I., Posch, A., Duftner, C. (2023): How to plug the leaky pipeline in clinical rheumatology across Europe—lessons to be learned from experiences in business. Rheumatology.
Doi: https://doi.org/10.1093/rheumatology/kead090
Ng, E., Posch, A., Kraiczy, N., Köllen, T., Thom, N. (2022): Do “One Size” Employment Policies Fit all Young Workers? Heterogeneity in Work Attribute Preferences among the Millennial Generation. BRQ Business Research Quarterly.
Doi: https://doi.org/10.1177/23409444221085587
Posch, A. (2020): Integrating Risk into Control System Design: The Complementarity between Risk-Focused Results Controls and Risk-Focused Information Sharing. Accounting, Organizations and Society, 86.
Doi: https://doi.org/10.1016/j.aos.2020.101126
Braumann, E., Grabner, I., Posch, A. (2020): Tone from the Top in Risk Management: A Complementarity Perspective on How Control Systems Influence Risk Awareness. Accounting, Organizations and Society, 84.
Doi: https://doi.org/10.1016/j.aos.2020.101128
Posch, A., Garaus, C. (2020): Boon or Curse? A Contingent View on the Relationship between Strategic Planning and Organizational Ambidexterity. Long Range Planning, 53(6).
Doi: https://doi.org/10.1016/j.lrp.2019.03.004
Grabner, I., Posch, A., Wabnegg, M. (2018): Materializing Innovation Capability: A Management Control Perspective. Journal of Management Accounting Research, 30(2): 163-185.
Doi: https://doi.org/10.2308/jmar-52062
Prof.(FH) Priv. Doz. Mag. Dr. Arthur Posch
Professor (FH) 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 master programmes?

To qualify for a master programme, you must have completed a bachelor degree – with a workload of at least 180 ECTS and lasting at least six semesters – in a related subject, or hold an equivalent degree from a recognised Austrian or foreign higher education institution.

If your undergraduate studies are not sufficiently relevant, for instance if you’ve completed a degree in an unrelated subject, your qualifications will be assessed after we have received your completed application.

Information about accepted previous academic qualifications

In which form do I have to prove my English language skills for this Master degree programme?

There are three different options:

Option 1: No additional proof of English proficiency is required if:

English is your native language
or
you have already a recognised English language certificate (IELTS Academic Training - at least 7.0 Overall Band Score, Cambridge Certificate - Level C1, Toefl IBT - at least 94) at the time of your application
or
you have completed your prior studies either entirely in English or bilingually, with at least 70 ECTS of the courses taught in English.

You are required to upload the English language certificate that you have already obtained at the time of the application. Same applies to the proof of English as the language of instruction of your prior studies. Please upload a confirmation in the form of a list courses lectured in English with ECTS (for example, the Diploma Supplement) already at the time of the application.

Option 2: A combination of an existing proof of English language skills from your prior studies and an English test is required if you have completed less than 70 ECTS of the degree programme in English. The following combinations are accepted:

Proof of at least a 6-month semester abroad in an English-speaking country together with the EF-SET50
or
At minimum 10 ECTS English language courses in your prior degree programme and a confirmation that these were held at C1 level, together with the EF-SET 50

You are required to upload the proof of the semester abroad or the English language courses in your prior degree programme plus the confirmation of the level already at the time of the application. The EF-SET 50 with a result at level C1 can be submitted later until the start of the degree programme.

Option 3: An English language certificate is required, if the aforementioned options 1 or 2 do not apply to you. The following English language certificates are accepted:

IELTS Academic Training – minimum 7.0 Overall Band Score
or
Cambridge Certificate – level C1
or
Toefl IBT – minimum 94

You can submit the English language certificate or the result of the EF-SET 50 until the start of your studies. Please upload all other certificates and documents from options 1 and 2 already at the time of application.

Option 1 and 2 do not apply to you and you still need an English language certificate as proof of your English language skills? At the IMC University of Applied Sciences you can complete both an IELTS preparatory workshop as well as the IELTS certificate. If you are interested, please contact our language services or directly sonja.berger(at)fh-krems.ac.at.

Application interview

Everything revolves around the students on our Master degree programmes. That’s why we’d like to get to know you personally.

As part of the online application you will have to write a statement of motivation. Predefined questions about your motivation can be found in the online application. In your answers, which have to be entered in the provided input fields of the online application, you deal with the questions and explain your motivation to study the selected Master degree programme

Your statement of motivation and your CV (curriculum vitae) form the basis for your application interview. The admission interview is a one-to-one interview, usually with the degree programme director.
In addition to getting to know you personally, your motives for the Master degree programme will be discussed, as well as your professional background and the skillset you have acquired so far. Special attention will be paid to your previous academic and professional experience, your methodological and language skills and your general suitability with regard to your intended Master degree programme.

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

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

24/01/202422/02/202427/02/202425/04/202426/04/202427/05/202429/05/202426/06/202410/07/2024

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 for the next study year possible from 01/12/2023

Application deadline for EU nationals	15/05/2024
Application deadline for non-EU nationals	15/04/2024

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.

Details

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

Details

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.

+432732802222

[email protected]

Ask a Student

Join our Facebook group: Direct your questions to our students and get first-hand accounts about studying at IMC Krems.

Zur Facebook-Seite

Ask Vandana

Would you like first-hand information about the Marketing degree programme? Contact Vandana directly, she will be happy to answer all your questions about the study programme.

[email protected]

Similar degree programmes

International Business and Economic Diplomacy

The International Business and Economic Diplomacy master programme equips you with forward-looking international and intercultural management expertise.

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Digital Business Innovation and Transformation

With the Digital Business Innovation and Transformation master degree, you will be qualified to manage digital transformation across multiple industries.

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Marketing master degree programme

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

The degree programme

Certifications

A formula for success: theoretical knowledge + practical experience

1. The core subjects

2. Practical elements

3. The electives and master thesis

Curriculum

Strategic Brand Management

Location Development

Consumer Behaviour and Neuroscience

Methods for Market Research

Advertising and Public Relations

Digital Marketing

International Fashion and Lifestyle Marketing Trends

Store Concepts and Design

Global Tourism Perspectives

Tourism, Culture and Society

International Retail Principles

Operations and B2B-Relationships

Data-driven Marketing

Artificial Intelligence and Predictive Marketing

Development Tools for Web and Mobile Apps

The Art of Visual Marketing

Building your Personal Brand

Communication Skills of Leadership

Fashion Marketing and Collection Planning

Marketing of Fashion and Luxury Brands

Tourism Experience Marketing

Digital Transformation in Tourism

E-Commerce Business Models

Shopper Marketing and Omnichannel Retailing

Budgeting and Performance Management for Marketers

Internet Law and Data Privacy

Influencer Marketing and Social Media

Content Creation and Storytelling

Research Seminar

Behavioral Analysis Tools

Innovation and Project Management

Marketing Strategy Capstone Project

Innovation and Project Management

Marketing Strategy Capstone Project

Innovation and Project Management

Marketing Strategy Capstone Project

Ethics and CSR in Marketing

Academic Coaching Colloquium

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

Opinions: Marketing

Our team

Prof.(FH) Mag. Christian Maurer

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

Core Competencies

Prof.(FH) Mag. Claudia Bauer-Krösbacher, PhD

Prof.(FH) Dr. Claudia Dolezal, MSc, BA

Prof.(FH) Giancarlo Fedeli, PhD, MA, BSc, PgC

Dr. Larissa Neuburger, MA, MA

Prof.(FH) Priv. Doz. Mag. Dr. Arthur Posch

Application and admissions – the next steps

What are the admission requirements for master programmes?

In which form do I have to prove my English language skills for this Master degree programme?

There are three different options:

Application interview

Interview dates

Admission interview

Questions about the degree programme?

Prospective Student Advisory Service

Ask a Student

Ask Vandana

Similar degree programmes

International Business and Economic Diplomacy

Digital Business Innovation and Transformation