The course program will be taught by Dr. Arne Floh and Maria Yoveska, M.Sc. from WU’s Department of Global Business and Trade. Students will learn how to create and implement global branding strategies for small and medium-sized enterprises. The course combines theory, guest speakers, and hands-on workshops on digital tools and cross-cultural marketing. Students will collaborate on projects, design real-world branding strategies, and engage in discussions that foster critical thinking.

For details on the academic program, please refer to the course outline. The document contains information from 2025, and it will be updated in due course.

For international students the program includes sightseeing & cultural activities, ranging from a Vienna city tour to a daytrip outside of Vienna, as well as social events. The aim is to give visiting students a taste of Austrian and European culture while at the same time providing opportunities for networking and socializing.

Application requirements:

• Current enrollment in a Master's/MBA program with a focus on business administration

• Excellent English language skills

• Official nomination for the program by the home institution (WU partner university)

Application procedure:

• To apply for this program please contact the International Programs/Exchange Coordinator at your home institution. We kindly ask you to note that the program has a limited number of spots and is therefore only open to students from selected partner institutions. 

• Upon nomination by the home university, students will receive a link to an online application form from WU's International Office where students will be asked to provide their personal details as well as upload all necessary supporting documents (CV and transcript of records).

• The nomination deadline for partner institutions is February 28, 2026.

• This program is run on an exchange basis, i.e. students do not pay tuition fees, but rather a program fee for the services offered to international participants in the program.

• Program fee: € 740

• Accommodation is not included in the program fee. To give students the flexibility of choice, students book the accommodation on their own. WU provides accommodation suggestions but students are not bound to these options.

• Please note the following cancellation policy: 

  • If students cancel their participation until April 15, 2026, the International Office reserves the right to withhold a service fee of € 250.

  • If students cancel their participation after April 15, 2026, the International Office will not refund any portion of the program fee.

Course:

- Business course with an international perspective

- Course materials

- Company visits and expert talks

- WiFi on campus

- Internet access on campus, use of WU's library, PC-rooms, eLearning services, and language resource center

- Participation certificate and grade transcript

Transport

- Public transportation ticket within Vienna for the whole program duration

Selected cultural and social events such as:

- Opening and closing event

- Intercultural evening

- Vienna city tour

Please note that accommodation is not included in the total fees. WU provides accommodation suggestions, but students are not bound to these options.

• Application information for WU students:

  • Application is open to all students currently enrolled in a WU master program in business studies. WU students who want to apply for the program need to fill out an online application form and upload all necessary supporting documents (CV and transcript of records). Please note that the number of spots in this program is limited.

  • You can access the online application between January 15 and February 15 (12:00 noon / midday), 2026.

  
  

  • All WU applicants who complete the online application process on time will be informed about the outcome of their application via email and successful applicants will automatically be registered for the course in the WU system (LPIS).

  • Additional important information: Participating WU students do not pay a program fee. However, they are still expected to participate in some social/extracurricular activities to foster intercultural exchange within the program. When participating in social/extra-curricular activities, WU students are responsible for the related costs (e.g. expenses for meals, entrance tickets, and sightseeing tour fees, etc.).