Society & Industry
It is important to us that our scientific research is relevant and accessible to our students, practitioners and society as a whole. We want our stakeholders to communicate with each other at all levels, so that knowledge can be transferred in all directions.
To achieve this goal, we are active in various areas.
Cooperation with industry - your options
Open questions, new ideas, unsolved problems, higher goals, society and industry are accompanied by numerous challenges. In our projects, we respond with practical solutions and look forward to entering into dialog with you. In-depth knowledge of the psychology of consumer behavior provides the basis for our activities. Multidisciplinary research expertise at an international level paired with state-of-the-art knowledge opens up a wide range of opportunities.
Collaborations take place in the following ways, among others:
Guest lectures during courses
Guest lectures with workshops
Field trips to companies
Joint projects during courses
Projects as part of theses
Joint research projects
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Our guest speakers and collaboration partners in the summer term 2024:
Beiersdorf (Nivea Men) was our collaboration partner in this term’s course 4 (Marketing and Consumer Research Project). Students worked on a research project involving diverse topics of interest to the brand, all with a focus on Generation Z.
Loop. In course 5 (Marketing Insights), we visited the Digital Marketing Agency Loop in their office in Vienna and worked on exciting digital marketing challenges during a workshop.
Henkel CEE GmbH. In course 5 (Marketing Insights), we worked on an extensive case study together with Henkel CEE GmbH and had a field trip, including a workshop, to their premises in the 3rd district in Vienna.
Nunu Kaller visited our course 5 (Marketing Insights) and discussed highly relevant topics such as fast fashion and green washing with the students.
Verena Polzer from Nielsen IQ explained our students from course 5 (Marketing Insights) how NIQ’s retail panel works and shared insights on current trends in Austria’s retail landscape.
Tamer Aslan from City Games Vienna did not only share his journey of founding Austria’s first urban game design studio with our course 5 (Marketing Insights) students, but also made our students play “Prater Magico” to give them a better understanding of the company’s product offerings.
Clara Jünger and Viktoria Renz from Beiersdorf joined our Master’s course Consumer Psychology and shared insights about consumer motives with our students.
Thomas Haller from Simon-Kucher visited our Master’s course Consumer Psychology and shared exciting insights about pricing strategies and behavioral economics with us.
In our Master’s course Marketing 360 degrees, several alumni of the Master’s program shared their experiences, learnings and tips with the students:
Michael Bach, A1
Manuel Nussbaumer & Katharina Beck, marketmind
Rebecca Jelenko, Österreichische Post
Tanja Leonhard, foodora
Lina Mežapuķe, waterdrop
Tea Smlatic, AstraZeneca
Julie Sufana, contextflow
Paul Michalitsch, Uber
Kristina Brantl, everwave
Julia Müller-Pernt, Kotanyi
Marcel Kilic, hört hört!
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Our guest speakers and collaboration partners in the winter term 2023/24:
Henkel CEE GmbH. In course 5 (Marketing Insights), we worked on an extensive case study together with Henkel CEE GmbH and had a field trip, including a workshop, to their premises in the 3rd district in Vienna.
Loop. In course 5 (Marketing Insights), we visited the Digital Marketing Agency Loop in their new office in Vienna and worked on exciting digital marketing challenges during a workshop.
Spanish Riding School. In course 5 (Marketing Insights), we had a field trip to the Spanish Riding school in Vienna, including a workshop with Caroline Stöger-Duran, head of Marketing and PR.
Votiv Kino. In course 5 (Marketing Insights), we had a field trip to Votiv Kino in Vienna, including a workshop with Lisa Stolze, head of Marketing.
Christof Bitschnau, founder of Quantics visited course 3 (Marketing Research Methods) and shared valuable insights into the topics of big data, machine learning and AI in marketing research.
VOSSEN was our collaboration partner in this term’s course 4 (Marketing and Consumer Research Project). Students worked on an extensive study about consumers’ perceptions of terry cloth.
Daniel Kufner from the WU Library provided valuable insights on scholarly search and referencing in our course Standards of Academic Writing and Citations.
Johanna Hütthaler-Brandauer, founder of the fair jewelry brand JOHANNA STUDIOS introduced our students of the Master elective class Contemporary Modes of Consumption (CMOC) to the world of slow luxury, lab-grown diamonds and recycled gold.
Doris Schneeberger from the Institute for Change Management and Management Development at WU visited our CMOC class and raised the question of how ethical it is to consume meat and dairy products.
Ben Smits visited the CMOC class and worked with the students on a case study about a reusable B2B packaging system.
Eva Sommer, founder and CEO of Fermify, explained in CMOC their innovative method of producing milk protein (essential for cheese production) without the use of cows.
Philipp Stangl, founder and CEO of Rebel Meat KIDS, shared insights into the challenges of marketing hybrid meat with our CMOC students.
Nikolaus Zottl, Lead Marketing and Brand Strategy at Raiffeisen Bank International talked about the evolution of consumer behavior in banking and the importance of branding in our CMOC course.
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Feel free to contact us:
Monika Koller
Eva Marckhgott
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"The dedicated support of the students through sound research and structured fieldwork has helped the RepaNet team to gain some useful insights for their own work. Some of the assumptions we made could be supported by research, and in addition, the results of the field research got to the heart of the wishes and needs of potential customers of a re-use online store. The outside perspective on our own work was very beneficial to the progress in our WIDADO project. We thank the Institute for Marketing and Consumer Research at WU for the good, professional cooperation."
MMag.a Irene Schanda, Communication RepaNet
"Every year, the collaboration with m.core is an important contribution to a better brand and marketing understanding of our members. We are very glad to have an academically sound and operationally-oriented partner on our side for the future-oriented development of our brands!"
Günter Thumser, Managing Director MAV
"Our cooperation was a special highlight of the year for CPB. In great presentations, the students gave an oversight of many new ways to acquire customers and opened up completely new perspectives for us. We would like to express our sincere thanks to everyone involved!"
Peter Thomayer, Spokesman of the Board CPB Software AG
"The collaboration with the m.core institute and Prof. Kamleitner is a lot of fun. We let students work on practical cases that we also work on. It is great to see the commitment of the student groups working out their solutions, their level of professionalism and their great presentations."
Peter Buchauer, CEO FELIX Austria
Insights from Industry - Marketing Insights
As part of our "Marketing Insights" interview series, we put questions to leading personalities from science and practice. Watch the videos... (only in German)
Insights from Research - Im Fokus
In our monthly research series "Im Fokus" we ask the society questions. Take part in the current survey of the month or take a look at the results of our surveys. Find out more about our research series... (only in German)
Insights from Research - 1 Paper 1 Minute
In our video series "1 Paper 1 Minute" we present selected publications. Watch the videos...
Here you can find a more comprehensive insight into our research and publications.
Insights in the Media
Our research and findings are also regularly featured in the media.
Wandern, Laufen und Co - der Ausrüstungscheck - ORF III, 27.05.2024
Dinge, die wir nicht mehr brauchen - meinBezirk.at, 23.05.2023
Reiches Leben -. Woman, 23.05.2024
Die Duftnoten des Handels, Regal, 04.2024
Herz vs. Kopf - auto touring ÖAMTC, 05.2024
Mehrwert durch Erlebnismarketing - Markenartikel Magazin Online, 22.04.2024
Haben wollen. Besitz ist geil!?, ExtraDienst, 25.03.2024
Zielgruppe Singles - Wie Unternehmen neue Kundschaft entdecken, ORF 2/Eco, 15.2.2024
Supermarkt - die Tricks mit Non-Food-Produkten, ORF 3, 22.01.2024
Der versteckte Wert - Regal, 09.2023
Inflation steigt auf 7,4 Prozent: Wo Konsumverzicht am meisten schmerzt - Der Standard, 19.09.2023
Warum werden Lebensmittel so teuer? - Der Standard, 17.03.2023
Schulden sind männlich: Zwei von drei Privatkonkursen entfallen auf Männer - Der Standard, 01.02.2023
Richtiger Konsum soll die Welt retten - medianet, 02.12.2022
Gürtel enger schnallen: Wie die Teuerung das Konsumverhalten ändert - D
Second Hand Märkte in Zeiten der Teuerung - Der Standard, 31.08.2022
Ö1 Punkt Eins, 17.08.2022
Nährwertangaben auf Lebensmittel - Regal, 30.03.2022
Was brauchen wir wirklich? - Woman, 17.02.2022
Marketing Themen, die in 2022 bewegen - Regal, 02.02.2022
Institute for Marketing & Consumer Research