Fundamentals of General Business Administration

Introduction and basic overview of General Business Administration (GBA), Business Management, and Management Theory.

Market & Customer

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

Fundamentals of Marketing

Immerse yourself in the world of marketing - our speakers provide insights into the wide range of marketing methods and work with you to develop various concepts for marketing strategies. They also cover many other basics such as marketing planning, marketing mix, customer segmentation, customer loyalty, relationship management, and more.

Consumer Behavior

Increased customer orientation (Customer Centrism) requires companies to get to know their customers better and understand their behavior and motives. Psychological basics (e.g. motives, involvement, perception) can help develop the right measures in the customer journey and attract customers.

Strategic Marketing

Sustainably successful marketing requires medium-term planning and holistic strategies. The classic question is: "Are we doing the right things?". Specifically, this course focuses on market and sales channel selection, customer segmentation and target group management, positioning in communication and pricing decisions. We examine the differences between push and pull strategies to stimulate demand in the market and develop a strategic marketing plan with clear guidelines for practical implementation.

Brand Management & Brand Communication

The importance of brands, especially in the field of 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 knowledge on brand management in the digital world, positioning, brand awareness, storytelling, and branding. It also focuses 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. Enhance your know-how on market research projects and learn qualitative and quantitative methods for information gathering. 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 this course.

Marketing Analysis & Controlling

The focus is on visualizing insights and deriving assumptions from data. Other topics you will deal with in this course include analysis and impact of marketing measures, impact control, price analyses, sales control, and marketing metrics.

Marketing & Corporate Communication

Marketing Communication

This course covers the essential areas of marketing communication, including tools 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 design), including agency screening, briefing, pitch, and advertising effectiveness analysis.

Corporate Communication & PR

In the public relations course, we delve into the world of PR, discuss using concrete examples, and explore the tools of traditional PR as well as the possibilities in the online and offline areas. We also shed light on the important topic of crisis communication, creating press materials, designing PR campaigns, and measuring the success of these strategies.

From Briefing to Campaign

Conceptualization of Advertising Campaigns

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

Other focuses include design criteria for advertisements, posters, and electronic media, as well as 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, execution, and control. A special focus is on performance measurement 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 types 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. Furthermore, we discuss the advantages and significance of each media type in a 360° campaign and explore 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 delve into topics such as programmatic advertising, newsletter marketing, SEO, social media, influencer marketing, display ads, etc. Additionally, 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? What does a campaign cost? How do I create a good campaign? This course focuses on multichannel marketing in the context of digital transformation.

B2C & B2B Sales

Sales & Sales Psychology

We deal with the identification and acquisition of potential customers, including the choice of the optimal sales channel and the design of effective sales networks. In addition, we look at leading sales teams and methods for sales performance monitoring to ensure that sales goals (e.g. revenue increase) are achieved.

Trade Marketing and Distribution Policy - Focus on B2C

Participants explore the variety of retail formats, both physical and online, and deepen their understanding of the specifics of trade marketing. This includes trade market research as well as online commerce and e-commerce.

Key Account Management - Focus on B2B

Participants engage intensively with Trade Marketing and learn important concepts of Key Account Management. In addition, sales organization is thoroughly examined, including sales control and leadership. Case studies provide practical insights into the application of these concepts and strategies.

Case Study Customer Experience Management

E-Commerce - Management & Strategy

In this course, participants are introduced to the fundamental 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 sales channels.

Customer Experience

Starting with a profound analysis, participants look at customer journeys. They also engage intensively in defining personas to get a clear picture of customers' needs and motivations. Strategies are developed to reach customers at different touchpoints along their journey.

General Legal Foundations of Economics

Commercial Law

We start with an in-depth examination of economic legal foundations, 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 commercial contracts and their legal framework.

Legal Special Areas in Marketing & Sales

Competition, Trademark, and Copyright Law

This course covers legal special topics such as competition law, as well as trademark and copyright law in an international context. It focuses on behaviors of unfair competition and unethical practices (e.g., violations of norms, deception, comparative advertising, etc.)

In addition to professional content, the participants' team competence is also trained. Presentations, pitches, and moderation are also practiced within the framework 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, issues from practice (topics that are posed by the economy or directly by companies) are worked on in the context of a project under expert supervision and developed into feasible marketing concepts.

Depending on your previous education, the following professional experience is required to apply for the Marketing & Sales certificate program:

• With an academic degree: At least 6 months of professional experience.

• With a high school diploma (Matura): At least 1 year of professional experience.

• Without a high school diploma (Matura): At least 4 years of professional experience.

Upon successfully completing the university program, you will be awarded the official academic title of "Certified Marketing & Sales Manager ^WU" by the Vienna University of Economics and Business (WU). This title is not only proof of your comprehensive education in marketing but also a visible testament to your expertise.

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

Applicants must meet the following formal requirements:

CBA (Diplom Betriebswirt), Logistics & Supply Chain Management, Marketing & Sales, Public Auditing, Risk & Insurance Management

• Minimum of 1 year relevant work experience depending on previous school/academic education

• Completion of an Austrian or EU-approved university or college degree (all fields of study), and/or

• General university entrance qualification (Matura, Berufsreifeprüfung)

• Proficiency in written and spoken German

Health Care Management

• Undergraduate degree (Bachelor 180 ECTS or equivalent) from a recognized post-secondary institution or a relevant professional qualification in the health sector.

• Minimum of 2 years of postgraduate work experience

• Proficiency in written and spoken German