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: Master of Arts in Business (MA)

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.

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:

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.

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.

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.

1. Semester

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

2. Semester

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

3. Semester

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

4. Semester

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

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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30.01.2020
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Beratung wie im Wohnzimmer und alle Infos rund um die Master-Studiengänge der IMC FH Krems. Mit Studiengangsleiter*innen plaudern und die...
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22.02.2020
09:00
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Alle Infos rund um ein Studium an der IMC FH Krems
#Open House
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Unser Team

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

Prof.(FH) Mag. Christian Maurer
Institutsleitung International Business / Studiengangsleitung Master Tourismusmanagement und Freizeitwirtschaft, Marketing
Institut International Business
+43 2732 802 300
christian.maurer@fh-krems.ac.at
IMC International Campus Piaristengasse
Kernkompetenzen
Online Distribution Channels
Planung und Umsetzung von E-Tourismus / E-Marketing Strategien
touristische Produktentwicklung
Projekte
InRuTou - Innovationen im ländlichen Tourismus
Department of Business
CaucaSusT - Transdisziplinarität für eine nachhaltige Tourismusentwicklung in der Kaukasusregion
Department of Business
Prof.(FH) Mag. Christian Maurer
Institutsleitung International Business / Studiengangsleitung Master Tourismusmanagement und Freizeitwirtschaft, Marketing
Institutsleitung International Business / Studiengangsleitung Master Tourismusmanagement und Freizeitwirtschaft, Marketing
Prof.(FH) Mag. Christian Maurer
- Kernkompetenzen
- Online Distribution Channels
- Planung und Umsetzung von E-Tourismus / E-Marketing Strategien
- touristische Produktentwicklung

Hauptberuflich Lehrende

Prof.(FH) Mag. Dr. Martin Waiguny
Kollegiumsleitung / Institutsleitung Business Administration & Management
Institut Business Administration & Management
+43 2732 802 231
martin.waiguny@fh-krems.ac.at
IMC Campus KremsIMC Campus Trakt G
Kernkompetenzen
Konsumentenverhalten im Umgang mit Medien. Produktplatzierungen, Unterhaltungswissenschaft, Gamification, Werbewirkung
Kundenstrategie. Werbung und Werbepsychologie, Markt- und Informationsbasiertes Kundenmanagement, Kundenbeziehungsmanagement
Quantitative und qualitative Forschungsmethoden
Tätig in den Studiengängen
Marketing
Master of Arts in Business / Vollzeit
International Business and Export Management
Master of Arts in Business / Vollzeit
Export-oriented Management
Bachelor of Arts in Business / Vollzeit
International Business and Export Management
Master of Arts in Business / Berufsbegleitend
Projekte
Enterprise 4.0 – Erfolg im digitalen Zeitalter
Department of Business
eMobSim - Elektromobilität im Alltag
Department of Business
Prof.(FH) Mag. Dr. Martin Waiguny
Kollegiumsleitung / Institutsleitung Business Administration &...
Denise Kleiss, MSc., MBA, B.A.
Professorin Department of Business
Institut International Business
+43 2732 802 360
denise.kleiss@fh-krems.ac.at
IMC International Campus Piaristengasse
Kernkompetenzen
Personalmanagement
Tourismusmanagement
Tätig in den Studiengängen
Marketing
Master of Arts in Business / Vollzeit
Tourism and Leisure Management
Bachelor of Arts in Business / Vollzeit
Export-oriented Management
Bachelor of Arts in Business / Vollzeit
Projekte
Enterprise 4.0 – Erfolg im digitalen Zeitalter
Department of Business
Denise Kleiss, MSc., MBA, B.A.
Professorin Department of Business
Prof.(FH) Klaus Kotek, MBA
Professor Department of Business
Institut International Business
+43 2732 802 383
klaus.kotek@fh-krems.ac.at
IMC International Campus Piaristengasse
Kernkompetenzen
Internationales Marketing und Brand Management, Public Relations und Stakeholder-Kommunikation
Employer Brand Management inklusive Change Management Kommunikation
Distributionsmanagement und Multi-Channel Vertrieb
Tätig in den Studiengängen
Marketing
Master of Arts in Business / Vollzeit
Management
Master of Arts in Business / Berufsbegleitend
Business Administration
Bachelor of Arts in Business / Vollzeit
Export-oriented Management
Bachelor of Arts in Business / Vollzeit
Financial Management (MSc.)
Master of Science / Berufsbegleitend
Prof.(FH) Klaus Kotek, MBA
Professor Department of Business

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Master-Studium Marketing

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

Vollzeit

Englisch

4 Semester

363,36 EUR

Das Studium: Master of Arts in Business (MA)

Studiengangsleiter Christian Maurer

Erfolgskonzept: Theorie + Praxis + Spezialisierung

Die Kernbereiche

Die Praxis-Elemente

Die Spezialisierungen und Master-Arbeit

Studienplan

1. Semester

Site Development

Finance and Budgeting for Marketers

Marketing Trends and Developments

Strategic Brand Management

Internet Law and Data Privacy

Digital Marketing

Value-Based Public Relations

Consumer Behaviour

Research Methods for Marketers

2. Semester

Big Data and Business Intelligence

Digital Tourism Management

Customer Experience and Event Management

Tourism and Society

Global Tourism Perspectives

Customer Experience Design

Fashion Market and Collection Planning

International Lifestyle and Fashion Trends

Management of Fashion and Luxury Brands

E-Commerce

Shopper Marketing and Omnichannel Retailing

Supply Chain Management

Key Account Management

Acting and Performing

Persuading, Inspiring, Influencing People

Development Tools for Web and Mobile Apps

The Art of Visual and Display Marketing

3. Semester

Innovation Management

Marketing Strategy Capstone Project

Negotiation and Conflict Management

Leading Meetings Effectively

Influencer Marketing

Storytelling and Content Creation

Research Coaching I

4. Semester

Ethics and CSR

Research Coaching II

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

10 Gründe

Studierenden-Stadt Krems

Service-Stellen

Studienberatung

Unsere Info-Veranstaltungen

Master Lounge

Open House

Unser Team

Prof.(FH) Mag. Christian Maurer

Kernkompetenzen

Projekte

Institutsleitung International Business / Studiengangsleitung Master Tourismusmanagement und Freizeitwirtschaft, Marketing

Hauptberuflich Lehrende

Prof.(FH) Mag. Dr. Martin Waiguny

Kernkompetenzen

Tätig in den Studiengängen

Projekte

Denise Kleiss, MSc., MBA, B.A.

Kernkompetenzen