Orientation and Basic Business Knowledge

Introduction and basic overview of general business administration ("ABWL"), general management and management theory.

Principles of Accounting

Students acquire in-depth knowledge in areas such as bookkeeping, cost accounting, planning, control and coordination of evaluated business processes. The aim is to prepare them for the challenges of the modern business environment and to enable them to contribute to the company's success.

Financial Management

This course explores process planning and control in relation to financial resources. Participants also acquire knowledge of financial mathematical methods for investment decisions.

Market & Customer in the Digital Age

Gain an insight into the basics and characteristics of marketing in a social context. Our speakers will provide you with input to understand trends such as digitalization or globalization and the resulting influences on target groups.

Consumer Behavior

This course of the bachelor program teaches psychological foundations, including depth psychological aspects, findings from cognitive psychology as well as information processing and semiotic theories. This broad range of concepts enables students to develop an in-depth understanding of consumer buying behavior and the impact of operational marketing strategies.

Strategic Marketing

As part of the bachelor's degree program in Future Business, participants learn how to create marketing concepts and plans. Various aspects such as markets, sales channels, customer segmentation, positioning, target group management and the marketing mix are covered.

Corporate Communications

The course content covers fundamental aspects of public relations and public relations work, which are discussed using specific examples. The instruments of traditional PR and online public relations are covered. Students also learn how to design PR campaigns and subsequently measure their success. This enables them to develop effective communication strategies and influence a company's image in a targeted manner.

Sales & Psychology

Students are trained in the identification and acquisition of potential customers. They also learn about the choice of sales channels and the development and management of sales networks. Another focus is on the management of sales teams and the subsequent monitoring of sales success.

Economic and Business Management Understanding

The curriculum of the bachelor's degree program in Future Business includes the basics of economics, including an introduction to economic thinking and market economy contexts. In addition, participants take part in a business case simulation game, which includes a market simulation. This allows them to learn about different business models, gain practical experience and apply their theoretical knowledge in real economic scenarios.

Project & Process Management

This course of your bachelor's degree in Future Business covers both project and process management. Participants acquire skills in project planning, structuring and control. At the same time, they analyze and document process flows.

General Management

The course takes a systematic look at strategic general management, including topics such as corporate identity, business organization and IT. Students gain a comprehensive understanding of the development and implementation of corporate strategies as well as the organization and integration of information technology to support business processes.

Human Resource Management & Corporate Organization

Key aspects of personnel, management and organization or leadership are dealt with here. This includes business and social science issues in the area of "people and organizations", as well as personnel management and employer branding. Participants acquire in-depth knowledge in order to develop effective management strategies and strengthen employee loyalty.

Business Law Framework

The curriculum of the WU Executive Academy's bachelor's program with specialization in Future Business includes general legal principles as well as specific areas such as labor law, public procurement law, IT and data security. Participants gain a comprehensive understanding of the legal framework under which companies operate and learn how to implement this in their professional practice.

Interpersonal Management Skills & Future Topics

The bachelor's degree course also teaches important soft skills such as team competence, negotiation training, diversity management and intercultural communication. In addition, current topics are discussed and analyzed with experts from the business world in order to offer participants a practical insight into relevant developments.

Sectoral Marketing

Your bachelor studies relates to the interface between marketing and society as well as specific topics such as service marketing, international marketing, technology marketing and capital goods marketing.

Qualitative and Quantitative Research Methods

In this course of your studies in Future Business, the entire process of market research is examined, both in marketing management and in consumer behavior. You will gain a sound overview of the methods used in market research.

Marketing & Sales Case Studies

As part of the curriculum, participants are given the opportunity to describe and reflect on an independent professional project or professional topic. The content and methods learned in the various subjects of the curriculum should be applied.

Practical Casework

At this point in their bachelor's degree in Future Business, students have the opportunity to describe and reflect on their own practical project or professional topic. The content and methods from the subjects in the curriculum are used to develop practical solutions and examine the topic from different perspectives.

Bachelor Thesis

As part of the bachelor's degree program "Practice-oriented Business Administration", each student has to write a final thesis. A prerequisite for the assessment of the final thesis is the positive completion of the course "Scientific Work".

Strategic Marketing

Sustainably successful marketing requires medium-term planning as well as holistic strategies. The classic question is: "Are we doing the right things?". Specifically, this course in the study with a focus on "Marketing & Sales" deals with the selection of markets and distribution channels, customer segmentation and target group management, positioning in communication and pricing decisions. We illuminate the differences between push and pull strategies to stimulate demand in international markets and develop a strategic marketing plan with clear guidelines for practical implementation.

Strategic Brand Management & Brand Communication

The importance of brands, especially in the field of marketing and communication through the use of new media, has increased enormously - marketing management is nowadays also brand management. Harness the power of brands in your marketing. Our experts provide you with the necessary tools and in-depth knowledge on the topic of "Brand Management in the Digital World", on positioning, brand awareness, storytelling, and branding. In addition, the focus is on corporate identity, corporate wording, brand core, brand architecture, brand control (brand value, image measurement, and image transfer), brand advertising, and advertising style.

Fundamentals of Market Research

Market research and marketing analytics are essential foundations for business decisions and success monitoring. Shape your know-how on market research projects and learn qualitative and quantitative methods for information gathering in this module of your bachelor's degree. Also, the preparation, presentation, and reporting of market research results as well as the selection and handling of market research institutes (external service providers) are the focus of these courses.

Marketing Analysis & Controlling

At the center of this course in the degree program "Marketing & Sales" is the visualization of insights and the derivation of assumptions from data. Other topics that you will deal with in this course include analysis and impact of marketing measures, impact control, price analyses, sales control, marketing metrics, and analytical thinking.

Marketing & Corporate Communication

Marketing Communication

This course of the degree program 'Marketing & Sales' covers the essential areas of marketing communication, including instruments and channels, process and success analyses, omnichannel marketing, integrated communication with traditional and digital media (content marketing, SEO, SEA, mobile marketing, email marketing, social media marketing), as well as marketing and sales automation. We also address the selection and collaboration with advertising agencies (e.g. in the field of media management), including agency screening, briefing, pitch, and advertising effectiveness analysis.

From Briefing to Campaign

Conceptualization of advertising campaigns

From briefing to campaign: We look at the entire process - from strategy development through message and campaign idea to implementation. We illuminate the organizational processes of advertising practice, psychological advertising models, and practical approaches for effective advertising. We also discuss various agency philosophies, examine marketing checklists, delve into conceptual development as well as advertising effectiveness and communication analysis.

Further emphasis is placed on the design criteria for advertisements, posters, and electronic media as well as on the function and development of merchandising materials. Through case studies of current advertising campaigns, participants gain practical insights into the topic.

Multichannel Communication

From direct marketing to cross-media and multichannel marketing: We examine the concepts and management processes of integrated communication including analysis, planning, organization, implementation, and control. Special attention is paid to performance monitoring and the use of synergy effects to increase efficiency.

Crossmedia Case Study

When developing a cross-media campaign for a product launch, goal setting, content, budget, and project management are of crucial importance. Special attention is paid to considering different target groups within a predefined budget and timeframe.

Media & Communication in the Digital Age

Offline Media Channels

The media genres of traditional advertising encompass various channels such as OOH/DOOH, print, TV, radio, cinema, and live events. We consider their importance in the media mix, introduce the individual media, and analyze relevant key figures specifically in the Austrian market. In addition, we discuss the advantages and importance of each media genre in a 360° campaign and discuss methods for measuring success. Finally, we take a look at the future and the challenges posed by advancing digitalization.

Online Media Channels & Mobile Marketing Case Study

We explore digital tools and their importance in a 360° campaign by examining their benefits and applications. The focus is on performance measurement and potential challenges. We deal with the topic of online marketing and learn the basics of programmatic advertising, newsletter marketing, SEO, social media, influencer marketing, display ads, etc. In addition, we present national and international best practice examples to gain a practical insight into successful marketing strategies.

Digital Performance Marketing - Concepts and Use Cases

Participants examine campaigns in the digital age in terms of content and so-called pull strategies.

Media Planning

How do I efficiently implement my campaign in the media mix? How much does a campaign cost? How do I make a good campaign? This course focuses on multichannel marketing in the context of digital transformation.

B2C & B2B Sales

Trade Marketing and Distribution Policy - Focus B2C

The study with a focus on Marketing & Sales includes an examination of various forms of business in retail, both stationary and online. Topics such as trade marketing, retail market research, as well as online retail and e-commerce are covered. Participants gain a comprehensive insight into the dynamics and strategies of retail in today's time.

Key Account Management - Focus B2B

The curriculum covers topics such as Trade Marketing, Key Account Management, sales organization and control. This is done using case studies to provide participants with practical insights into these areas.

Case Study Customer Experience Management

E-Commerce - Management & Strategy

In this marketing course, participants are introduced to the basic concepts of online commerce and e-commerce. The focus is on various usable tools and their implementation and measurement of success. Furthermore, omni- and multichannel distribution strategies are discussed to develop a holistic understanding of integrating different distribution channels.

Customer Experience

Starting with a profound analysis, participants examine customer journeys. They also intensively deal with how to define personas to get a clear picture of the needs and motivations of customers. In addition, strategies are developed to reach customers at different touchpoints along their journey.

General Legal Foundations of Economics

We start with an in-depth examination of legal foundations of economics, focusing on the basics and systematics of contract law. Special regulations for companies and consumers are also taken into account. Special attention is paid to the analysis of economic contracts and their legal framework.

Legal Special Areas in Marketing & Sales

In this course of your bachelor's studies, legal special topics such as competition law as well as trademark and copyright law in an international context are covered. In particular, behaviors of unfair competition and unethical behavior (e.g., violations of norms, deception, comparative advertising, etc.) are examined.

In addition to professional content, the team competence of the participants in the Bachelor's degree with a specialization in 'Marketing & Sales' is also trained. Presentations, pitches, and moderation are also practiced as part of practical exercises.

In addition, we offer an experts forum that supports the learning process by giving participants the opportunity to discuss current practical issues.

In small working groups, you study practice-relevant issues that come directly from companies or the business world. Under expert supervision, these topics are worked on in the context of a project and developed into actionable marketing concepts.

To apply for the part-time Bachelor’s program in "Applied Business Administration" at the WU Executive Academy, the following formal requirements must be met:

• Proof of general university entrance qualification (e.g., Matura, Berufsreifeprüfung) or an equivalent qualification from an accredited educational institution, either in Austria or abroad

• At least two years of professional experience

• Proficiency in German, both spoken and written

Upon successful completion of the part-time Bachelor's degree in "Applied Business Administration" with a specialization in Marketing & Sales, you will be awarded the academic degree "Bachelor of Science (Continuing Education) ^WU", abbreviated "BSc (CE) ^WU". This degree is conferred by the renowned WU Vienna University of Economics and Business and is internationally recognized.

Our selection process involves careful consideration of the following factors:

• High motivation for joining the program

• Enthusiasm for a challenging learning experience

• Clear understanding of personal contribution to team learning and the overall cohort experience

• Relevant skills and work experience

• Strong record of career progression

• Excellent interpersonal, intercultural, and communication skills

• Passion and commitment to achieve personal growth and success

• Diversity of the student group in terms of academic, professional, and cultural background

To apply for the part-time Bachelor’s program in "Applied Business Administration" at the WU Executive Academy, the following formal requirements must be met:

• Proof of general university entrance qualification (e.g., Matura, Berufsreifeprüfung) or an equivalent qualification from an accredited educational institution, either in Austria or abroad

• At least two years of professional experience

• Proficiency in German, both spoken and written