Institute for
Marketing & Consumer Research Open main menu

Bachelor

Consumer insights are among the most valuable resources of our times. Understanding human beings in their role as consumers is of utmost importance, from a managerial, societal and individual consumer perspective. A deep understanding of consumer behavior is a timeless asset and crucial for any position in a market-oriented business or organization. The specialization Marketing and Consumer Research provides students with a comprehensive training in this vital area.

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Video Specialization Marketing and Consumer Research

Specialization Marketing and…

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"If I had to choose an SBWL again, I would 100% choose this one! The lecturers were incredibly passionate about their topics and managed to make every class engaging through a mix of different teaching styles. We didn't just focus on theory - we learned the latest insights about consumer behaviour and directly saw how they are applied in practice. A particular highlight were the guest lectures from exciting practitioners, such as marketmind and WWF. These sessions gave us first-hand insights into how the concepts we were studying are applied in different industries, bridging the gap between academic knowledge and practice. My personal highlight, though, was Course 4: everything we had learned before came together in a project with a real company partner. From understanding the initial problem, to designing and conducting research, to drawing insights and making recommendations - it was challenging but incredibly rewarding. Another unique aspect of this SBWL is the opportunity to stay connected with the institute even after the courses. In my case, this continued into writing my bachelor's thesis with them, which gave me the chance to build on what I had learned and benefit from their support and expertise even beyond the courses themselves."

Julia Cibusch, BSc, mcore Student Ambassador 2025, Feel free to contact Julia: julia.cibusch@wu.ac.at

Our specialization „Marketing and Consumer Research“ is also available in the BBE program.

The value of Marketing and Consumer Research - Your benefits

Students of Marketing and Consumer Research - Our expectations

After Marketing and Consumer Research – Your career perspectives