Where Creativity Meets Data

The master’s program

From the very beginning, the MSc Marketing program at WU Vienna combines academic excellence with close connections to the business world. Students develop strong analytical, managerial, and technical skills to navigate today's interdisciplinary and increasingly digital marketing landscape. The curriculum covers a broad range of topics, including marketing strategy, consumer psychology, international marketing, product management, customer relationship management (CRM), and sales. 

During the first year, students build a solid foundation in marketing while developing strong analytical and data-driven research skills. In the second year, they can tailor their studies by specializing in one of three focus areas: Strategic Marketing, Data-Driven Marketing, or Purpose-Driven Marketing. Alternatively, students can broaden their international experience by spending a semester abroad or pursuing the Double Degree program with Bocconi University in Milan. 

A strong emphasis on practical learning enables students to apply their knowledge to real-world business challenges. They develop marketing strategies using innovative approaches such as Design Thinking and Marketing 4.0, often in collaboration with leading international companies. Combined with extensive networking opportunities and leadership development, this hands-on experience equips graduates with the skills and confidence to succeed in a rapidly evolving global marketing environment.