Marketing in the bachelor's program

In the bachelor's course in marketing, you will receive a broad overview of the entire subject area, both its terminology and basic concepts and methods. By means of concrete examples, the meaning and practical relevance of the concepts presented will be demonstrated.

The following courses form the compulsory module "ABWL: Marketing" in the bachelor studies "Business Administration" and "International Business Administration":

VO ABWL Marketing I

The marketing lecture is designed to provide students with an overview of the subject of marketing, covering terminology, concepts and methods. The importance and practical relevance of marketing will be demonstrated using concrete examples.

ABWL Marketing II

After positive completion of the marketing lecture, the knowledge acquired is applied to real problems in the continuation course (UK). Based on case studies, you will analyze companies and issues from Austrian and international marketing practice, present results and discuss proposed solutions. In addition to the acquisition of specific technical knowledge, the courses in the basic training place particular emphasis on

  • the consideration of marketing decisions from a management point of view,
  • the stimulation of critical analysis of the concepts and methods presented, and
  • the independent application of the acquired knowledge to real marketing situations.

Lectures address both strategic (marketing environment, market segmentation, target market selection, positioning, segmentation, buying behavior, market research, strategic marketing decisions) and operational issues (product policy, service delivery, pricing, communication and distribution).

In order to provide you with a practical and hands-on approach when working on case studies, the Chair of Marketing is writing its own textbook series with case studies from Austrian marketing practice. You will get to know companies and products familiar to you from everyday life from a new perspective, but we will also introduce you to some "hidden champions". In most cases, this approach gives you the opportunity to directly reproduce contents of the case studies, e.g. at the point of sales, and also to study the products in their competitive environment. The companies include:

  • ÖBB AG
  • Hagleitner
  • A1
  • Lego
  • Kattus
  • Fischer
  • Stekovics
  • Spar
  • Emirates
  • GW St.Pölten
  • Helga
  • Styx
  • Bründl Sports
  • Trader Joe's
  • voestalpine
  • Kaiserresidenz Schloss Schönbrunn
  • BMW
  • NÖM
  • Hut & Stiel
  • McDonald's
  • Unverschwendet
  • Das Wunschatelier
  • Vöslauer
  • Das Arnulf Rainer Museum