Educational goals and professional qualifications (expiring first degree program)

The educational goal of the Advertising and Marketing specialization is to gain knowledge and acquire know-how about product and brand management. You will learn how to conduct professional investigations into consumer behavior, how to establish a strategic market position for a brand (brand positioning) and how to communicate this positioning (marketing communications). This means that we do not train copywriters, graphic artists or interviewers. Our program is designed to develop students‟ abilities to become aware of, analyze and solve problems in the world of marketing. Aside from emphasizing analytical skills, we attach great importance to soft skills such as working in teams and mastering presentation techniques, since the best ideas are of no use if you cannot communicate them.

When they have completed their degree programs, our graduates have acquired the qualifications to excel in numerous professions:

  • Product manager / brand manager in industrial and service enterprises
  • Head of or staff member in marketing divisions of industrial or service enterprises
  • Head of or staff member in advertising or PR agencies (e.g. strategic planner, account manager, account executive, media planner)
  • Head of or staff member in the advertising or marketing research division of an industrial or service enterprise or of a public authority
  • Head of or staff member in a marketing research institute
  • Consultant for strategic, data-based consulting in marketing

About 50 to 70 students graduate in Advertising and Marketing every year. They find employment mainly as brand and product managers, as heads of advertising and heads of marketing, as directors of, account managers for or media planners for advertising agencies, as market researchers, or as entrepreneurs.

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.