The academic program, organized and conducted by Dr. Eva Marckhgott, combines lectures, case studies, discussions, exercises, and group work with a strong focus on practical, project-based learning. Students will tackle real-life societal challenges and explore how marketing can address these challenges, while simultaneously catering to evolving consumer needs. In this intensive program, participants will gain skills to adapt to and lead positive change in a constantly changing world.

For more information on the academic program, please refer to the course outline.The course outline for 2026 will be posted in due course.

For international students the program includes sightseeing & cultural activities, including a Vienna city tour, a waltz class, as well as various 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 an undergraduate program with a focus on business adminstration

• Excellent English language skills

• A successfully completed course on marketing basics

• Official nomination for the program by the home institution (WU partner university) is highly recommended, but not obligatory.

Application procedure

It is recommended that WU partner universities nominate students for the program by November 30, 2025. Partner universities are asked to reach out via email to discuss a nomination quota. A nomination form will be provided. Upon nomination by their home university, students will be asked to fill out an online application form and upload all necessary supporting documents. The link to the application form will be sent to nominated students via e-mail.

Students can also apply for the program without being nominated by their home university. The application form will be provided on this website. Application period for both nominated students and students who apply for the program without prior nomination is from November 25 (2pm CET) -  December 15 (2pm CET), 2025.

• The program fee covers services offered to international students, while the participants do not pay tuition fees.

• Program fee (for students from WU partner univesities): will be announced in due course

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

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

Meals and transportation

- Lunch and drinks (Monday through Friday on lecture days)

- Public transportation ticket within Vienna for the whole program duration

Selected cultural and social events such as:

- Opening and closing event

- 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.

Registration information for WU students:

• The program is open to all students currently enrolled in a WU bachelor program in business studies, and have successfully completed a course on marketing basics.

• Students who would like to participate in the program are asked to register via the WU system LPIS. The program will be entered there as an elective course.

• Further information on the registration period for WU students, as well as the link to the course catalogue, will be published in due course.

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 that incur costs, WU students are responsible for these costs (e.g. entrance tickets, meals, sightseeing tour fees).