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.
This is the tuition fee for EU and EEA citizens. In addition, the Austrian National Union of Students (ÖH) dues amount to EUR 22.70. Please note that different tuition fees apply for non-EU citizens.
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.
" 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.
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 Location Development 2 3 Understanding and Influencing Consumers Consumer Behaviour and Neuroscience 2 4 Methods for Market Research 2 4 Integrated Marketing Communications Advertising and Public Relations 2 4 Digital Marketing 2 4 Specialisation Tracks I: Fashion & Lifestyle Marketing International Fashion and Lifestyle Marketing Trends 2 4 Store Concepts and Design 2 4 Specialisation Tracks I: Tourism & Hospitality Marketing Global Tourism Perspectives 2 4 Tourism, Culture and Society 2 4 Specialisation Tracks I: Retail & Shopper Marketing International Retail Principles 2 4 Operations and B2B-Relationships 2 4 Course SWS ECTS Marketing Analytics Data-driven Marketing 2 4 Artificial Intelligence and Predictive Marketing 2 4 Digital Skills I Development Tools for Web and Mobile Apps 2 4 The Art of Visual Marketing 2 4 Personal Branding and Leadership Building your Personal Brand 2 3 Communication Skills of Leadership 2 3 Specialisation Tracks II: Fashion & Lifestyle Fashion Marketing and Collection Planning 2 4 Marketing of Fashion and Luxury Brands 2 4 Specialisation Tracks II: Tourism & Hospitality Marketing Tourism Experience Marketing 2 4 Digital Transformation in Tourism 2 4 Specialisation Tracks II: Retail & Shopper Marketing E-Commerce Business Models 2 4 Shopper Marketing and Omnichannel Retailing 2 4 Course SWS ECTS Marketing Strategy Implementation Budgeting and Performance Management for Marketers 2 3 Internet Law and Data Privacy 2 3 Digital Skills II Influencer Marketing and Social Media 2 3 Content Creation and Storytelling 2 3 Research Methods Research Seminar 2 4 Behavioral Analysis Tools 2 3 Specialisation Tracks III: Fashion & Lifestyle Marketing Innovation and Project Management 2 3 Marketing Strategy Capstone Project 2 8 Specialisation Tracks III: Tourism & Hospitality Marketing Innovation and Project Management 2 3 Marketing Strategy Capstone Project 2 8 Specialisation Tracks III: Retail & Shopper Marketing Innovation and Project Management 2 3 Marketing Strategy Capstone Project 2 8 Course SWS ECTS Ethics and CSR in Marketing Ethics and CSR in Marketing 2 2 Academic Coaching Colloquium Academic Coaching Colloquium 1 2 Master Thesis Master Thesis 0 22 Master Exam Master Exam 0 4
Major Tracks
Choose your own focus areas. You select one of three major tracks on the programme. Elective courses are held in semester 2.
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Get additional information nowCareer 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
What makes us special? We are more than happy to tell you about the aspects of our university, which we are especially proud of.
Friendly and cosmopolitan: The city attracts students from all over the world, who come to study, research and work together.
Our university has removed a host of administrative hurdles, leaving you free to concentrate fully on your studies.
Do you have questions regarding our degree programmes or the application? Contact our Prospective Student Advisory Service.
Our team
Get to know the core team of our master degree programme 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
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
24/01/202422/02/202427/02/202425/04/202426/04/202427/05/202429/05/202426/06/202410/07/2024After you have successfully completed your online application, your application will be checked for completeness and correctness. As soon as this process is completed, we will inform you by e-mail and confirm the date for your admission interview. We will send you the Microsoft Teams Meeting Link in a separate e-mail a few days before the application interview date.
Application deadline for EU nationals | 15/05/2024 |
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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.
You would like to plan ahead and would like to know when your degree programme starts? Here you will find the answer!
Questions about the degree programme?
Prospective Student Advisory Service
Do you have questions regarding the entry requirements, the admission procedure and more? Our Prospective Student Advisory Service is happy to help.
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Ask 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.
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