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When theory, practice and technology converge

A resounding success: Google Ads project driven by students from the Marketing master programme

Whatever the programme, the degrees offered by IMC Krems all have a strong practical focus coupled with high academic standards, which always resonates well with undergraduates. This concentration on real-life applications is given additional weight by lecturers from the industries in question as well as the involvement of business partners.

Christian Maurer steht im Piaristensaal vor seinen Studierenden

The Marketing master programme’s student project involving the Austrian Hotel Association (ÖHV) has already delivered some outstanding results. (Foto has been taken before Pandemic Covid19).

Long-term partnership

IMC Krems has been working closely with the ÖHV for a long time, so it seemed like a logical step when a group of students from the Marketing master programme was invited to develop a Google Ads campaign for the ÖHV in the 2020/21 winter semester. To optimise the use of Google Ads in this particular situation, the students had to analyse figures and data, putting the insights they had gained during their studies to immediate use. “Collaborating with industry representatives on a real-life project is a win-win situation for the client and the students from the Marketing degree programme,” explained Prof. Christian Maurer, head of the Institute of Tourism, Wine Business and Marketing.

Results that speak for themselves

The 72 students tackled a variety of tasks in small teams. In just six weeks, their efforts had translated into tangible results: 5,245 clicks and 38,602 page impressions were generated, as well as a 14% increase in the click-trough rate, which helped cut the average cost per click to USD 0.94. “The students delivered some excellent work. In fact, it was so good that we are going to carry on with the campaign that they created,” said ÖHV general secretary Markus Gratzer.

More about the Master degree programme Marketing