Educational goals and job qualification (Bachelor’s Program)

Advertising and Marketing is currently one of 22 business administration specializations you can choose from in the second phase of the bachelor‟s program.

The educational goal is for you to become acquainted with the basics of advertising, market research and brand management, and to learn what to take into consideration when launching your (international) career.

Bachelor students of our Advertising and Brand Management specialization are able to familiarize themselves quickly with all manner of tasks relevant to the following fields:

  • Brand and product management in industrial, commercial and service enterprises
  • Advertising and marketing in industrial, commercial and service enterprises
  • Advertising, PR and media agencies
  • Account management & media planning in media agencies
  • Market research divisions of industrial enterprises or market research institutes

If you plan to study Advertising and Brand Management, you should be:

  1. Highly motivated and committed: to complete our program, you will have to show a strong commitment and you also need to be able to cope with high work loads. In exchange, we guarantee individual, high-quality support.
  2. Good at analytical and strategic thinking: efficient marketing and communication strategies are based on tailor-made studies of consumers. The ability to evaluate such studies statistically is an absolutely essential requirement for market communication, and therefore forms part of our program.
  3. Independent: in the final phase of the program, you have to complete projects (case studies) on your own or in a team and present the results.
  4. Able to work in groups: in the course “Fallstudien aus Werbung und Markenmanagement” (Case Studies in Advertising and Brand Management) you will work on a market study or a communication concept as part of a team effort.
  5. Creative: if you are a creative person, this will be of advantage to you when designing advertising material (posters, billboards, ads, etc.) for a case study.

We have collected statements from some of our former students on their experience at the Institute in the Testimonials (in German) section of our webpage.

Program characteristics

Practical relevance

  • Analysis of market research studies or communication case studies in close cooperation with the business community
  • Regular presentations by leading figures from the business community as part of the “Praxisdialog – Marketing” program
  • Bachelor‟s thesis optionally in cooperation with a corporate partner

Practice-oriented curriculum, based on latest research findings

  • Market research tools relevant to practice
  • Fundamentals of statistical methods of analysis
  • Advertising test procedures, advertising psychology
  • Brand management and strategic brand managemen
  • Planning and conducting communication campaigns

Program quality

Our students and graduates are very satisfied with the quality of their education. This is for example reflected in the fact that our Institute was voted first place at WU Wirtschaftsuniversität Wien out of 26 business administration Specializations and Competence Areas in 2005 and 2006. The courses we offer were rated far above average by our students during the evaluations carried out in the fall semester of 2006/07 and spring semester of 2007. For an overview of these surveys and to see the details for each course, please click on the links below.