Master-Studium Marketing

Major Tracks in Tourism and Service Marketing, Fashion and Lifestyle Marketing, Retail and Shopper Marketing.

Sie arbeiten gerne in einem internationalen, kreativen und dynamischen Umfeld und haben Spaß an der Planung und Umsetzung von Marketing- und Kommunikationsstrategien? Dann ist das berufsermöglichende Master-Studium Marketing mit den drei zur Auswahl stehenden Vertiefungen in Tourism and Service Marketing, Fashion and Lifestyle Marketing, Retail and Shopper Marketing genau das Richtige für Sie!

Das Studium

Marketing Management umfasst die Planung, Koordination und Kontrolle aller auf die aktuellen und künftigen Kundenbedürfnisse ausgerichteten Unternehmensaktivitäten. Dazu ist ein tiefgehendes Verständnis für das Konsumentenverhalten und für verschiedene Marketing-Instrumente und kreative Methoden zur Entwicklung von Produkten und Dienstleistungen notwendig. Speziell in den Branchen Tourismus, Mode und Lifestyle sowie im Einzelhandel hängt der Unternehmenserfolg von innovativen Marketing-Strategien ab.

Das Master-Programm Marketing vermittelt Ihnen jenes Fachwissen und jene Fertigkeiten und Kompetenzen, die Sie brauchen, um im nationalen wie im internationalen Umfeld als Marketing-Expertin bzw. Marketing-Experte erfolgreich arbeiten und effektiv kommunizieren zu können.

Sie lernen praxisorientiert die Planung, Durchführung und Erfolgsmessung von Marketing-Aktivitäten. Der Fokus liegt auf den Bereichen Strategisches Management, Brand Management, Digitales Marketing, Kommunikationskompetenz sowie Marktforschung.

Sie erwerben Anwenderkenntnisse im Webdesign und Storytelling, spezielle Kommunikationstrainings bereiten Sie auf Präsentations- und Führungssituationen vor. Während des gesamten Studiums erfolgt eine enge Zusammenarbeit mit Unternehmen in Form von Lehrveranstaltungs- und Forschungsprojekten. Dadurch können Sie schon während des Studiums wichtige Kontakte für Ihre Karriere knüpfen und von Fachexpertinnen und -experten lernen.

Berufsermöglichend – was bedeutet das? Die Lehrveranstaltungen finden nur an drei aufeinanderfolgenden Wochentagen statt, sodass eine Teilzeitbeschäftigung während des Studiums möglich ist. Ein facheinschlägiges Pflichtpraktikum ist nicht vorgeschrieben, allerdings steht es den Studierenden frei, im 4. Semester entweder ein Praktikum bei einer Dienstgeberin bzw. einem Dienstgeber Ihrer Wahl zu absolvieren oder ein Exchange-Semester an einer unserer Partner Hochschulen zu machen.

Zertifizierungen

Im Studiengang können Sie zusätzlich zwei Austrian Standards Personenzertifizierungen erwerben – die Zertifizierung zum P06-Online Marketing Manager und zum P52-Social Media Manager.

Studium Marketing - Studiengangsleiter hält einen Vortrag

Studium Marketing - 2 Studierende sitzen auf der Stiege

Studium Marketing - Eine Frau liest ein Buch

" Marketing-Expertinnen und -Experten übernehmen eine Schlüsselfunktion in jedem Unternehmen, da sie direkt zur Wertschöpfung beitragen. Zu ihren wichtigsten Fähigkeiten gehören strategisches und analytisches Denkvermögen, Kreativität, exzellente Kommunikation sowie der professionelle Umgang mit digitalen Medien. All diese Anforderungen aus der Wirtschaft sind im Master-Studium Marketing umgesetzt. Die Option zur Spezialisierung in den Bereichen Tourismus-Marketing, Fashion Marketing oder Retail Marketing erweitert das Qualifikationsprofil der Studierenden. "
Studiengangsleiter Christian Maurer

Erfolgskonzept: Theorie + Praxis + Spezialisierung

Das Studium umfasst 3 Säulen:

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1. Die Kernbereiche
In den Semestern 1-3
Die Entwicklung attraktiver Produkte, Dienstleistungen und Angebote erfordert vertiefende Kenntnisse im strategischen Marketing Management. Dazu gehören unter anderem Verständnis für die
- Einflussfaktoren auf die Standortqualität und -entwicklung,
- kundenzentrierte Produkt- und Service-Entwicklung mittels Design-Thinking-Methoden,
- Marketing-Prozesse entlang der Customer Journey,
- neuesten Methoden zur Konsumentenanalyse und Marktforschung wie zum Beispiel Big Data und Artificial Intelligence,
- Funktionen und Einsatzmöglichkeiten von traditionellen und digitalen Medien für Marketing und Public Relations,
- Erstellung und Controlling von Marketing-Budgets,
- rechtlichen und ethischen Rahmenbedingungen von Marketing-Strategien.
Sie erlernen zudem im Modul „Digital Skills“ in den Semester 2 und 3 den Umgang mit Software-Anwendungen zum Entwickeln von Web- und mobilen Apps und wie Sie mit Storytelling und Influencer Marketing Ihre Kundinnen und Kunden begeistern und ans Unternehmen binden.
Im Modul „Leadership and Communication Skills“ üben Sie in kreativen Kommunikationstrainings (z. B. Acting & Performing, Persuading, Inspiring, Influencing People), wie Sie Menschen motivieren, überzeugen und effizient führen.
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2. Die Praxis-Elemente
In den Semestern 1-4
Praxis-Orientierung hat in allen 4 Semestern einen hohen Stellenwert. Lehrende mit internationalem Background und langjähriger Berufserfahrung in der Wirtschaft geben ihr Praxiswissen an Sie weiter. Aufgabenstellungen werden anhand von Fallbeispielen diskutiert und insbesondere im 3. Semester werden in Lehrveranstaltungsprojekten gemeinsam mit und für Unternehmen reale Kundenprojekte bearbeitet.
Marketing in Action (3. Semester) ist ein optionales Angebot an Sie, an Exkursionen zu namhaften Unternehmen teilzunehmen, um direkt von Marketing-Expertinnen und Experten sowie Marketing Managerinnen und Managern Einblicke in ihre täglichen Arbeitsabläufe zu erhalten und Wirtschaftskontakte zu knüpfen.
Das vierte Semester ist primär der Erstellung der Master-Arbeit vorbehalten. Darüber hinaus haben Sie im 4. Semester (Mobility Window) die Möglichkeit, ein Praktikum bei einem Unternehmen Ihrer Wahl oder einen Auslandsstudienaufenthalt an einer unserer zahlreichen Partner-Hochschulen zu absolvieren.
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3. Die Spezialisierungen und Master-Arbeit
In den Semestern 2 & 4
Erhöhen Sie Ihre Karrierechancen: Die Spezialisierungen helfen Ihnen dabei, sich fit für top-attraktive Wirtschaftssektoren zu machen. Entscheiden Sie sich für einen der 3 Major Tracks: Tourism and Service Marketing, Fashion and Lifestyle Marketing oder Retail and Shopper Marketing.
Insgesamt umfasst die Spezialisierung 8 Semesterwochenstunden und 16 ECTS.
Im Rahmen der Master-Arbeit erarbeiten Sie durch die selbstständige wissenschaftliche Auseinandersetzung mit einer Problemstellung aus Ihrer Spezialisierung Lösungen gemäß den Anforderungen der Praxis.
Zu den Spezialisierungen

Studienplan

Was wird Sie im Studium genau erwarten? Der Studienplan gibt Ihnen eine Übersicht.
Klicken Sie auf die einzelnen Lehrveranstaltungen um nähere Informationen zu erhalten.

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.

Spezialisierungen

Setzen Sie Ihre eigenen Schwerpunkte: Im Studium entscheiden Sie sich für 1 von 3 Major Tracks. Diese finden im 2. Semester statt.

Tourism and Service Marketing

Diese Spezialisierung ist die beste Wahl, wenn Sie sich für die Planung und Durchführung von Marketing- und Managementaufgaben in touristischen Destinationen, Beherbergungsbetrieben, Event- oder Consulting-Agenturen oder ähnlichen Dienstleistungsbranchen interessieren.

Konkret befassen Sie sich mit den neuesten touristischen Entwicklungen und der Bedeutung des Tourismus für die Gesellschaft.

Der Einsatz von Informations- und Kommunikationstechnologien zur Optimierung von Geschäftsprozessen (z. B. Buchungen, Gästedaten, E-Marketing) und zur Erhöhung der Customer Experience hat im Tourismus traditionsgemäß einen hohen Stellenwert.

Fashion and Lifestyle Marketing

Diese Spezialisierung ist die beste Wahl, wenn Sie sich für Fashion und Lifestyle Brands interessieren und Strategien zur Positionierung und zum Markenmanagement in der Mode- und Luxusgüterbranche kennenlernen wollen.

Unter anderem befassen Sie sich mit internationalen Fashion- und Lifestyle-Trends und Methoden und Verfahren zur Kollektionsplanung.

Diese Vertiefung befähigt Sie für Tätigkeiten als Produkt-Managerin/-Manager, Kommunikations-Managerin/-Manager, Einkäuferin/Einkäufer, Merchandising Managerin/Manager, Brand Managerin/Manager, Store Managerin/Manager und Ähnliches mehr.

Retail and Shopper Marketing

Diese Spezialisierung ist die beste Wahl, wenn Sie sich vertiefende Kenntnisse im Retail Marketing zur Optimierung des Geschäftsergebnisses im Einzelhandel aneignen wollen.

Konkret geht es dabei um die Gestaltung von Geschäften und Geschäftsprozessen wie zum Beispiel Point-of-Sales Designs, E-Commerce. Das Ziel: ein besonderes Shopping-Erlebnis für Kundinnen und Kunden zu schaffen.

Diese Vertiefung bereitet Sie auf Positionen als Retail Marketing Managerin/Manager, Sales Representative, E-Commerce Managerin/Manager, Channel Managerin/Manager, Supply Chain Managerin/Manager, Key Account Managerin/Manager und Ähnliches mehr vor.

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Karrierewege nach dem Master-Studium Marketing

Als Absolventin oder Absolvent des Master-Studienganges Marketing können Sie im nationalen und internationalen Umfeld berufsspezifisch kompetent und teamorientiert arbeiten, agieren und effektiv kommunizieren. Sie verfügen über das Wissen, die Fertigkeiten und Kompetenzen, um Probleme in multidisziplinären Kontexten zu identifizieren und eigenständig kreative Lösungen zu erarbeiten.

Insbesondere können Sie strategische Marketing Management-Aufgaben übernehmen sowie integrierte Off- und Online-Marketing-Kampagnen planen, implementieren und evaluieren. Sie verfügen über spezielle Kenntnisse in der Entwicklung von Web- und mobilen Applikationen und von Social Media und Influencer Marketing-Kampagnen. Ausgeprägte Kommunikations-, Präsentations- und Organisationskompetenzen ermöglichen es Ihnen, Führungsaufgaben zu übernehmen und die Unternehmenskommunikation gegenüber Kundinnen und Kunden sowie Lieferantinnen und Lieferanten wahrzunehmen.

Als Absolventin oder Absolvent der Spezialisierung „Tourism and Service Marketing“ können Sie darüber hinaus strategische und operative Marketingaufgaben in der Tourismus- und Dienstleistungsbranche planen, zielorientierte Lösungen erarbeiten und diese implementieren und evaluieren. Sie sind in der Lage, durch den Einsatz von Design-Methoden und Informations- und Kommunikationstechnologien kundenzentrierte touristische Angebote und Dienstleistungen zu entwickeln.

Als Absolventin oder Absolvent der Spezialisierung „Fashion and Lifestyle Marketing“ sind Sie zudem in der Lage, Mode- und Lifestyle-Trends zu analysieren und vorherzusagen und darauf aufbauend Marken- und Positionierungsstrategien für Mode- und Luxusartikel zu entwickeln. Zudem können Sie verschiedene Methoden und Verfahren zur Kollektionsplanung und Steigerung der Customer Experience anwenden.

Als Absolventin oder Absolvent der Spezialisierung „Retail and Shopper Marketing“ können Sie außerdem Store-Designs und Geschäftsprozesse analysieren, evaluieren und optimieren und tragen dadurch zur Steigerung der Geschäftsergebnisse eines Unternehmens und der Kundenzufriedenheit bei. Durch Anwendung strategischer Instrumente (z. B. Key Account Management, Supply Chain Management) und Methoden können Sie die Zusammenarbeit mit Lieferantinnen und Lieferanten sowie Kundinnen und Kunden hinsichtlich der Waren- und Informationsflüsse organisieren.

Zu den wichtigsten Aufgaben von Marketing Managerinnen und Managern gehören:

Analyse und Erforschung von Markttrends
Identifikation von Zielmärkten
Planung und Umsetzung von Marketing-Kampagnen
Verwaltung von Marketing-Budgets
Kommunikation mit Kolleginnen und Kollegen sowie Kundinnen und Kunden

Mögliche Arbeitsfelder
Brand Managerin/Manager
Business Development Managerin/Manager
Channel Managerin/Manager
Consultant
Destinationsmanagerin/Manager
E-Commerce Managerin/Manager
Event Managerin/Manager
Key Account Managerin/Manager
Managerin/Manager von Kultur-Einrichtungen
Marketing Managerin/Manager
Retail Marketing Managerin/Manager
Standort-Managerin/Manager
Store Managerin/Manager
Supply Chain Managerin/Manager
Travel Managerin/Manager

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Unser Team

Lernen Sie das Kern-Team des Master-Studiengangs Marketing kennen.

Prof.(FH) Mag. Christian Maurer
Institutsleitung Tourismus, Wein Business & Marketing / Studiengangsleitung Marketing
Institut Tourismus, Wein Business und Marketing
+43 2732 802 300
[email protected]
IMC International Campus Piaristengasse
Online Distribution Channels
Planung und Umsetzung von E-Tourismus / E-Marketing Strategien
touristische Produktentwicklung
Marketing
Master of Arts in Business / Vollzeit
Kapazitätsaufbau für nachhaltigen ländlichen Tourismus in Mosambik (CAST Mosambik)
Department of Business
European Tourism Sustainability Monitoring 2030 (ETSM2030)
Projektleitung, 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
Projektleitung, Department of Business
InRuTou - Innovationen im ländlichen Tourismus
Projektleitung, 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
Institutsleitung Tourismus, Wein Business & Marketing / Studiengangsleitung Marketing
Institutsleitung Tourismus, Wein Business & Marketing / Studiengangsleitung Marketing
Prof.(FH) Mag. Christian Maurer
Kernkompetenzen
- Online Distribution Channels
- Planung und Umsetzung von E-Tourismus / E-Marketing Strategien
- touristische Produktentwicklung

Prof.(FH) Mag. Claudia Bauer-Krösbacher, PhD
Studiengangsleitung Tourismusmanagement & Freizeitwirtschaft
Institut Tourismus, Wein Business und Marketing
+43 2732 802 394
[email protected]
IMC International Campus Piaristengasse
Tourism and Leisure Management
Bachelor of Arts in Business / Vollzeit
Marketing
Master of Arts in Business / Vollzeit
Tourism and Leisure Management
Bachelor of Arts in Business / Berufsbegleitend
Klimawandel und dessen Auswirkungen auf touristische Attraktionen in Niederösterreich
Projektleitung, Department of Business
Nachhaltigkeit aus Sicht der Weinkonsumentinnen und Konsumenten
Department of Business
„GrünRaum“: Inwertsetzung von Grünräumen
Projektleitung, Department of Business
Grünräume als Tourismusattraktionen: Wien im Vergleich zu ausgewählten europäischen Städten
Projektleitung, Department of Business
Hybrid Parks – Entwicklung eines Messmodells
Projektleitung, 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
Studiengangsleitung Tourismusmanagement & Freizeitwirtschaft
Prof.(FH) Dr. Claudia Dolezal, MSc, BA
Fachhochschulprofessorin Institut Tourismus, Wein Business und Marketing
Institut Tourismus, Wein Business und Marketing
+43 2732 802 204
[email protected]
IMC International Campus Piaristengasse
Nachhaltige Entwicklung im Tourismus und die United Nations Sustainable Development Goals
Tourismus und sozialer Wandel
Destinationsentwicklung und Destinationsmanagement
Tourism and Leisure Management
Bachelor of Arts in Business / Vollzeit
Tourism and Leisure Management
Bachelor of Arts in Business / Berufsbegleitend
Marketing
Master of Arts in Business / Vollzeit
Kapazitätsaufbau für nachhaltigen ländlichen Tourismus in Mosambik (CAST Mosambik)
Projektleitung, Department of Business
European Tourism Sustainability Monitoring 2030 (ETSM2030)
Department of Business
Capacity Building für nachhaltigen ländlichen Tourismus in Mosambik ("CAST Mozambique")
Projektleitung, Department of Business
Nachhaltigkeit aus Sicht der Weinkonsumentinnen und Konsumenten
Department of Business
WBL4JOB
Projektleitung, 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
Fachhochschulprofessorin Institut Tourismus, Wein Business und...
Prof.(FH) Giancarlo Fedeli, PhD, MA, BSc, PgC
Fachhochschulprofessor Institut Tourismus, Wein Business und Marketing
Institut Tourismus, Wein Business und Marketing
+43 2732 802 395
[email protected]
IMC International Campus Piaristengasse
Tourism and Leisure Management
Bachelor of Arts in Business / Vollzeit
Tourism and Leisure Management
Bachelor of Arts in Business / Berufsbegleitend
Marketing
Master of Arts in Business / Vollzeit
Tourism and Leisure Management in Baku
Vollzeit
Tourism and Leisure Management in Tashkent
Bachelor of Arts in Business / Vollzeit
Tourism and Leisure Management in Hanoi
Bachelor of Arts in Business / Vollzeit
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
Fachhochschulprofessor Institut Tourismus, Wein Business und Marketing
Dr. Larissa Neuburger, MA, MA
Senior Lecturer Institut Tourismus, Wein Business und Marketing
Institut Tourismus, Wein Business und Marketing
+43 2732 802 186
[email protected]
IMC International Campus Piaristengasse
Tourism and Leisure Management
Bachelor of Arts in Business / Vollzeit
Tourism and Leisure Management
Bachelor of Arts in Business / Berufsbegleitend
Marketing
Master of Arts in Business / Vollzeit
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 Institut Tourismus, Wein Business und Marketing
Prof.(FH) Priv. Doz. Mag. Dr. Arthur Posch
Fachhochschulprofessor Institut Tourismus, Wein Business und Marketing
Institut Tourismus, Wein Business und Marketing
+43 2732 802 197
[email protected]
IMC International Campus Piaristengasse
Betriebswirtschaft für das Gesundheitswesen
Bachelor of Arts in Business / Berufsbegleitend
Betriebswirtschaft für das Gesundheitswesen
Bachelor of Arts in Business / Vollzeit
Tourism and Leisure Management
Bachelor of Arts in Business / Vollzeit
International Business Management
Bachelor of Arts in Biusiness / Vollzeit
Tourism and Leisure Management
Bachelor of Arts in Business / Berufsbegleitend
Marketing
Master of Arts in Business / Vollzeit
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
Fachhochschulprofessor Institut Tourismus, Wein Business und Marketing

Zulassung & Aufnahme – die nächsten Schritte

Sie haben einen Studiengang gefunden, der perfekt zu Ihnen passt? Sehr gut – das Wichtigste ist damit schon geschafft. Informieren Sie sich jetzt über die nächsten Schritte. Wir haben alle relevanten Informationen für Sie zusammengefasst.

Welche Zugangsvoraussetzungen gelten für unsere Master-Studiengänge?

Ein Master-Studium setzt voraus, dass Sie zuvor ein facheinschlägiges Bachelor-Studium oder ein gleichwertiges Studium mit mindestens 6 Semestern und 180 ECTS an einer anerkannten in- oder ausländischen postsekundären Bildungseinrichtung absolviert haben.

Wenn die Facheinschlägigkeit Ihres Grundstudiums nicht eindeutig gegeben ist – wenn also zum Beispiel ein fachfremdes Studium im Vorfeld absolviert wurde –, werden Ihre Qualifikationen nach Einlangen der vollständigen Bewerbungsunterlagen durch die zuständigen Stellen im Detail geprüft.

Informationen über zulässige Vorstudien

In welcher Form sind die Englischkenntnisse für diesen englischsprachigen Master-Studiengang nachzuweisen?

Es gibt drei verschiedene Varianten:

Variante 1: Es wird kein zusätzlicher Nachweis der Englischkenntnisse gefordert, wenn:

Englisch Ihre Muttersprache ist
oder
Sie zum Zeitpunkt der Online Bewerbung bereits ein anerkanntes Englischzertifikat (IELTS Academic Training – mindestens 7.0 Overall Band Score, Cambridge Certificate – Level C1, Toefl IBT – mindestens 94) hochladen
oder
Sie ein Vorstudium nachweislich entweder vollständig englischsprachig oder bilingual, mit mindestens 70 ECTS der Lehrveranstaltungen in englischer Sprache absolviert haben.

Das vorhandene Englischzertifikat bzw. der Nachweis der Unterrichtssprache Englisch im Grundstudium in Form einer Auflistung der englischsprachigen Lehrveranstaltungen mit ECTS (zum Beispiel das Diploma Supplement) ist bereits zum Zeitpunkt der Bewerbung hochzuladen.

Variante 2: Es wird eine Kombination aus einem vorliegenden Nachweis zu Englischkenntnissen aus dem Grundstudium und Englischtest gefordert, wenn Sie weniger als 70 ECTS der Lehrveranstaltungen in englischer Sprache absolviert haben. Folgende Kombinationen sind zulässig:

Nachweis eines mindestens 6-monatigem Auslandssemesters im englischsprachigen Ausland gemeinsam mit dem EF-SET50
oder
Englische Sprachkurse im Grundstudium im Ausmaß von mindestens 10 ECTS gemeinsam mit dem EF-SET 50

Der Nachweis des Auslandssemesters bzw. der englischen Sprachkurse im Grundstudium ist bereits zum Zeitpunkt der Bewerbung hochzuladen. Der EF-SET 50 mit einem Ergebnis im Level C1 kann bis zum Studienbeginn nachgereicht werden.

Variante 3: Es wird ein Sprachzertifikat als Nachweis der Englischkenntnisse gefordert, wenn die zuvor genannten Möglichkeiten in Variante 1 und 2 für Sie nicht zutreffen. Folgende Sprachzertifikate werden anerkannt:

IELTS Academic Training – mindestens 7.0 Overall Band Score
oder
Cambridge Certificate – Level C1
oder
Toefl IBT – mindestens 94

Sie können das Sprachzertifikat oder das Ergebnis des EF-SET 50 bis zum Studienbeginn nachreichen. Alle weiteren Nachweise aus Variante 1 und 2 sind bereits zum Zeitpunkt der Bewerbung zu erbringen.
Zusätzlich gilt, im Aufnahmegespräch wird Ihre Fähigkeit zur mündlichen Kommunikation in englischer Sprache betrachtet.

Variante 1 und 2 treffen für Sie nicht zu und Sie brauchen noch ein Sprachzertifikat als Nachweis der Englischkenntnisse? An der IMC Fachhochschule Krems können Sie sowohl einen IELTS Vorbereitungsworkshop als auch das IELTS Zertifikat absolvieren. Bei Interesse wenden Sie sich an unsere Language Services oder direkt an sonja.berger(at)fh-krems.ac.at.

Wichtig
Steht Ihnen der Präsenz- beziehungsweise Zivildienst noch bevor? Als männlicher Bewerber mit österreichischer Staatsbürgerschaft empfehlen wir Ihnen dringend, die Wehrpflicht noch vor dem Studium abzuleisten. So können Sie Ihr Studium ohne Unterbrechung durchführen und direkt nach dem Studium in das Berufsleben einsteigen.

Aufnahmegespräch

Bei unseren Master-Studiengängen steht die Person im Mittelpunkt. Deshalb möchten wir Sie im Aufnahmeverfahren gerne persönlich kennenlernen.

Im Rahmen der Online-Bewerbung ist ein Motivationsschreiben zu verfassen. Vorgegebene Fragen zu Ihren Beweggründen finden Sie in der Online-Bewerbung. In Ihren Antworten, die Sie in eigens dafür vorgesehene Eingabefelder eintragen, setzen sich mit den Fragestellungen auseinander und erörtern Ihre Studienmotivation. Für Ihr Aufnahmegespräch werden Ihr Motivationsschreiben und Ihr Lebenslauf als Grundlage herangezogen. Das Aufnahmegespräch ist ein Einzelgespräch, in der Regel mit dem Studiengangsleiter bzw. der Studiengangsleiterin.
Neben dem persönlichen Kennenlernen werden Ihre Beweggründe für das Studium besprochen, sowie Ihr fachlicher Background und Ihre bisher erworbenen Kompetenzen diskutiert. Es wird besonders auf Ihre fachlichen Vorkenntnisse, Ihre Methoden- und Sprachkompetenz und Ihre allgemeine Eignung in Hinsicht auf Ihr angestrebtes Master-Studium geachtet.

Das Aufnahmegespräch findet entweder online über Microsoft Teams oder Vorort statt und wird in der Unterrichtssprache des Studiengangs geführt.

Welche Aufnahmetermine gibt es?

Sie haben in der Regel die Wahl zwischen mehreren Aufnahmetagen, die mit Kontingenten hinterlegt sind. Im Zuge der Online-Bewerbung können Sie Ihren bevorzugten Termin auswählen. Um noch von der vollen Auswahl an Terminen profitieren zu können, empfehlen wir Ihnen, Ihre Bewerbung rechtzeitig durchzuführen.

Verschaffen Sie sich jetzt einen Überblick über die für Sie relevanten Termine:

Im Moment sind keine Termine verfügbar.

Nachdem Sie Ihre Online Bewerbung erfolgreich abgeschlossen haben, wird Ihre Bewerbung auf Vollständigkeit und Richtigkeit geprüft. Sobald dieser Vorgang abgeschlossen ist, informieren wir Sie per E-Mail und bestätigen dabei auch den Aufnahmetermin.

Ende der Bewerbungsfrist für EU StaatsbürgerInnen / Nachfrist	15.05.2023 / 31.10.2023
Ende der Bewerbungsfrist für Nicht-EU StaatsbürgerInnen Bewerbung für das nächste Studienjahr möglich ab 01.12.2023	15.04.2023

Bitte berücksichtigen Sie, dass sich die IMC Fachhochschule Krems eine frühzeitige Beendigung der Nachfrist ohne Vorankündigung vorbehält. Wir empfehlen Ihnen daher Ihre Bewerbung so rasch wie möglich einzureichen.

Jetzt bewerben

Sie haben sich für einen unserer Studiengänge entschieden? Zuerst einmal: Gratulation und vielen Dank für Ihr Vertrauen! Gerne führen wir Sie Schritt für Schritt durch Ihre Online-Bewerbung.

Details

Sie planen gerne voraus und möchten wissen, wann Ihr Studiengang startet? Hier werden Sie fündig!

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Studienberatung

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Management

Der Master-Studiengang Management bereitet Sie auf den nächsten Karriereschritt im nationalen oder globalen Unternehmensumfeld vor.

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Management von Gesundheitsunternehmen

Der Master-Studiengang Management von Gesundheitsunternehmen vermittelt moderne Management-Methoden für die Anwendung in interdisziplinären Teams.

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Master-Studium Marketing

Major Tracks in Tourism and Service Marketing, Fashion and Lifestyle Marketing, Retail and Shopper Marketing.

Das Studium

Zertifizierungen

Erfolgskonzept: Theorie + Praxis + Spezialisierung

1. Die Kernbereiche

2. Die Praxis-Elemente

3. Die Spezialisierungen und Master-Arbeit

Studienplan

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

Spezialisierungen

Tourism and Service Marketing

Fashion and Lifestyle Marketing

Retail and Shopper Marketing

Newsletter & Infomaterial

Newsletter & Infomaterial

Karrierewege nach dem Master-Studium Marketing

Im Fokus: Marketing

Info-Veranstaltungen

Open House 2024

Unser Team

Prof.(FH) Mag. Christian Maurer

Institutsleitung Tourismus, Wein Business & Marketing / Studiengangsleitung Marketing

Kernkompetenzen

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

Zulassung & Aufnahme – die nächsten Schritte

Welche Zugangsvoraussetzungen gelten für unsere Master-Studiengänge?

In welcher Form sind die Englischkenntnisse für diesen englischsprachigen Master-Studiengang nachzuweisen?

Es gibt drei verschiedene Varianten:

Aufnahmegespräch

Welche Aufnahmetermine gibt es?

Fragen zum Studienangebot?

Studienberatung

Ask a Student

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