Creating and fulfilling consumer’s desires

5 reasons to study Marketing
Excellent reputation
Numerous partner schools
International student community
Opportunities to study abroad
Great career perspectives
"WU’s Marketing program was my number 1 choice"

David was looking for an outstanding education in the newest fields of marketing like sales management and consumer psychology. Even more important for him was a practice-oriented approach. WU’s Master’s Program in Marketing exceeded his expectations: In his third semester he had the opportunity to work with one of Austria’s hidden champions, a worldwide market leader in their sector.

"Becoming a high achiever in the marketing world"

Chathurika moved from Sri Lanka to Vienna to study marketing at WU, because this program was the only one worldwide that offered everything she was looking for: a curriculum that covers strategy, analytics, and real-world applications, as well as a combination of theory and contemporary business scenarios taught by motivating lecturers with excellent reputations in their fields.

The master’s program

From the very start, the Master’s Program in Marketing takes a 2-prong approach, combining theoretical marketing expertise and practical application. Students acquire the technical expertise they need to cover the increasingly interdisciplinary spectrum of marketing in the digital age: From strategy to consumer psychology, from international marketing to product management, from online business to sales, and from social media to CRM.

In their first year, students gain a well-founded understanding of marketing and learn to apply data-based research methods. In the second year of the program, they select one of 3 specializations: Current Challenges in Digital Marketing, Marketing for a Better World, or Advanced Topics in Marketing

This practice-based master’s program gives students the opportunity to create marketing concepts and apply them in practice even before graduation. Most projects are organized in cooperation with national and international corporate partners. This gives students the chance to experience the business world and promote their own ideas in direct contact with professional companies.

Program duration
4 semesters
Program type
Full-time degree program
Teaching language
ECTS Credits
  1. Admission

    Our students are dedicated to personal growth, characterized by a high level of commitment, and believe in the power of teamwork. If you are creative, have good analytical skills, and are aiming for a career in the diverse and exciting field of marketing, apply now! Please note the admission requirements and application deadlines. See our Application Guide for all the details.

  2. Program structure and content
    1. SEM.
    2. SEM.
    3. SEM.
    4. SEM.
    Relevance of Marketing for Business
    Management by Experiments
    Digital Marketing
    Quantitative Insights
    Marketing Analytics
    Global Marketing Strategy
    Business Software Skills
    Consumer Psychology
    Customer Value Management
    Retailing & Sales
    Business Modelling & Innovation
    Personal Skills
    Marketing Research Workshop
    Current Challenges in Digital Marketing
    Marketing for a Better World
    Advanced Topics in Marketing
    Double Degree with Bocconi University
    Marketing 360 degrees
    Marketing Study Project
    Master Thesis
  3. Master of Science, MSc (WU)

    Marketing graduates are in high demand on the job market. You can look forward to a promising career in digital marketing, sales, brand management , consulting, or in an NGO. Graduates are qualified for management positions or for founding their own company.

Make your way

10th place
in the global 2021 QS Masters Ranking
of our students are international
of our alumni recommend the program
On average 2 months
between graduation and 1st job
Experiencing Campus WU

Campus WU is an excellent place to study. Students benefit from the campus’ cutting-edge technology and spectacular architectural setting while enjoying a lively urban space with many restaurants, cafés, and recreational facilities.

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Vienna, where classic meets contemporary

Vienna is known as the world’s most livable city. As the second largest German-speaking city, it’s a pulsating metropolis with a laid-back vibe, where tradition and modernity meet and blend into a perfect whole.

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Astrid Viktoria Oberhumer, Program Manager MSc Marketing
Astrid Viktoria Oberhumer
Program Manager

Ask us

Do you have any further questions? As program manager for the MSc Program in Marketing, I’m here to answer any questions or requests you may have, right from the start. To get in touch, please use the online contact form or send an email to