Individual seated alone at a desk in a classroom with red chairs and desks, and a whiteboard in the background.

Major tracks in Tourism and Hospitality Marketing, Fashion and Lifestyle Marketing, and Retail and Shopper Marketing.

Do you enjoy working in a creative, dynamic and international environment, and planning and implementing marketing and communications strategies? Compatible with part-time employment, the Marketing master degree programme is tailor-made for you, with major tracks in Tourism and Hospitality Marketing, Fashion and Lifestyle Marketing, and Retail and Shopper Marketing.

Degree

Master of Arts in Business


Organisational form

full-time / 4 semesters / 120 ECTS


Language

English


Study fee

363.36 EUR


Important dates

Date end
15.05.2025

15.04.2025
Info for non-EU nationals

Videos

The degree programme

Marketing management refers to the planning, coordination and monitoring of all corporate activities geared towards meeting customers’ current and future needs. This demands a detailed understanding of consumer behaviour, various marketing tools, as well as creative approaches to developing products and services.

Innovative marketing strategies are the key to a company’s success, especially in the tourism, fashion, lifestyle and retail sectors.

BECOME A MARKETING PROFESSIONAL!

The Marketing master programme gives you specialist knowledge and enables you to develop the skills and competences you need to work and communicate effectively as a marketing expert in Austria or abroad.

You learn how to plan, execute and evaluate marketing activities, with a strong focus on business practice. Core topics include strategic and brand management, digital marketing, communication skills and market research.

You acquire practical expertise in web design and storytelling, while specialist courses in communication give you the tools you need to handle presentations and management situations.
 


REAL-WORLD FOCUS

Throughout the programme, students work closely with businesses on course-related and research projects. This means you can forge contacts that might play an important part in your future career, as well as learning from the experts.


WHAT DOES “CAREER-FRIENDLY” MEAN?

Courses take place on three successive weekdays, so you can hold down a part-time job during your degree. The curriculum does not include a compulsory internship, although in semester 4 students can either complete a placement with an employer of their choice or spend an exchange semester at one of our partner universities.


TIP

In addition to the degree, this study programme enables you to receive two Austrian Standards personal certifications , namely the P06-Online Marketing Manager and the P52-Social Media Manager certificate.

By the way: At IMC Krems, you also have the opportunity to use our Founders Lab alongside your studies. There, students receive support in implementing their start-up ideas and are guided through potential business ventures. Start-up service at its best!



Marketing experts play a crucial role in every company, because they contribute directly to value creation. Their key skills include strategic and analytical thinking, creativity, excellent communication abilities, and expert use of digital media. The Marketing master degree programme is designed to meet the business world’s demand for all these requirements. The option of specialising in tourism, fashion or retail marketing helps to broaden students’ skills profile.

Christian Maurer

Institutsleitung


Curriculum

A formula for success: theoretical knowledge + practical experience

The programme is built on three pillars.

Semesters 1–3

The core subjects

Developing attractive products, services and offers requires in-depth knowledge of strategic marketing management.

This includes an understanding of:

  • Factors influencing the quality and development of locations
  • Customer-focused product and service development using design-thinking methods
  • Marketing processes throughout the customer journey
  • The latest consumer analysis and market research methods, such as big data and artificial intelligence
  • The functions and applications of conventional and digital media for marketing and public relations
  • Preparation and management control of marketing budgets
  • The legal and ethical frameworks for marketing strategies

In addition, the Digital Skills module in semesters 2 and 3 sharpens your skills in using software applications to develop web and mobile apps, and shows you how to ensure customers remain loyal to your company by means of storytelling and influencer marketing.

The creative communication courses that form part of the Personal Branding and Leadership module cover aspects such as personal branding strategies and effective communication skills in order to build trust, motivate teams, and identify team dynamics and conflicts.

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Semesters 1–4

Practical elements

Each of the four semesters has a strong practical focus. Lecturers with international backgrounds and extensive business experience will share their practical know-how with you. Questions are discussed on the basis of case studies, and in particular in semester 3, you will work on real-life, course-related customer projects, in collaboration with and on behalf of companies.

Marketing in Action (semester 3) gives you the option of taking part in excursions to high-profile companies, where you can gain insights into day-to-day business processes from marketing experts and marketing managers, as well as forming new contacts.

Semester 4 is mainly devoted to writing your master thesis. During the “mobility window” in the same semester, you have the chance to complete an internship at a company of your choice or a semester abroad at one of our numerous partner universities.

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Semesters 1–4

The electives and master thesis

Improving your career opportunities: the electives help to bring you up to speed for jobs in highly attractive business sectors. You can choose one of three majors: Tourism and Hospitality Marketing, Fashion and Lifestyle Marketing, or Retail and Shopper Marketing.

The electives account for eight hours per week during the semester and 16 ECTS credits.

During your work on the master thesis, you independently carry out academic analysis of a problem related to your elective, devising solutions that meet practical business requirements.

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Group of students walking along a corridor and looking into the camera

What can you expect from your studies?

The curriculum provides an overview. Click on the individual courses for further information.

CourseSWSECTS

Specialisation Tracks I: Retail & Shopper Marketing

  
International Retail Principles24
Operations and B2B-Relationships24
   

Marketing Management

  
Strategic Brand Management23
Location Development23
   

Specialisation Tracks I: Tourism & Hospitality Marketing

  
Tourism, Culture and Society24
Global Tourism Perspectives24
   

Specialisation Tracks I: Fashion & Lifestyle Marketing

  
Store Concepts and Design24
International Fashion and Lifestyle Marketing Trends24
   

Integrated Marketing Communications

  
Digital Marketing24
Advertising and Public Relations24
   

Understanding and Influencing Consumers

  
Methods for Market Research24
Consumer Behaviour and Neuroscience24
   


Because thinking big
is our biggest talent.



What specialisations can you choose in your studies? Choose one of three major tracks.

1

Tourism and Hospitality Marketing

This is the elective for you if you are interested in planning and implementing marketing and management measures at tourism destinations, accommodation providers, event or consulting agencies, or similar service providers.

You will look at the latest tourism-related developments, and tourism’s significance for the community.

In the tourism industry, there is a long-standing emphasis on deploying information and communication technology to optimise business processes (such as bookings, storing guest data, and e-marketing) and enhancing the customer experience.

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2

Fashion and Lifestyle Marketing

This elective is the ideal choice for anyone interested in fashion and lifestyle brands, and looking to find out more about positioning strategies and brand management in the fashion and luxury goods sector.

You will look at topics such as international fashion and lifestyle trends, as well as methods and processes used in planning collections.

This elective gives you the skills required to take on various positions, including product, communications, merchandising, brand and store manager, purchaser and many more besides.

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3

Retail and Shopper Marketing

If your aim is to build up in-depth knowledge of retail marketing, with a view to optimising retail performance, this is the elective for you.

The focus is on designing stores and store processes, such as point-of-sale design and e-commerce. The target is to create a unique shopping experience for customers.

This elective will put you in a position to assume responsibilities in a wide range of roles, including as a retail marketing manager, sales representative, as well as e-commerce, channel, supply chain or key account manager.

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Career paths

Starting a career or enrolling for a master degree programme? There is a wide range of career paths available to you.

Graduates of the Marketing master degree programme will have the skills required to perform expert tasks in a domestic or international professional environment and as part of a team, to take the initiative and to communicate effectively. You will have the necessary knowledge, skills and competences to identify problems in interdisciplinary settings and independently devise creative solutions.

In particular, you will be able to assume strategic marketing management responsibilities, as well as planning, implementing and evaluating offline and online marketing campaigns. You will have expert knowledge of developing web and mobile applications, social media and influencer marketing campaigns. In-depth communication, presentation and organisational skills will enable you to take on managerial responsibilities, and oversee communications with customers and suppliers.

After completing the Tourism and Hospitality Marketing elective you will be in a position to perform strategic and operational marketing duties in the tourism and service sector, draw up bespoke solutions and implement and evaluate them. With the help of design methods and information and communication technology, you are able to develop customer-focused tourism products and services.

​​​​​​Students on the Fashion and Lifestyle Marketing elective develop the ability to analyse and predict fashion and lifestyle trends, and use this as the starting point for devising brand and positioning strategies for fashion and luxury products. Students can also apply a range of methods and processes for planning collections and enhancing the customer experience.

If you choose the Retail and Shopper Marketing elective, you will be able to analyse, evaluate and optimise store designs and processes, which in turn helps your company to improve its performance and boost customer satisfaction. Strategic tools (such as key account and supply chain management) and methods enable you to structure your collaboration with suppliers in connection with the delivery of goods, and organise flows of information to customers.

The most important responsibilities of marketing managers include:

  • Analysing and researching market trends
  • Identifying target markets
  • Planning and implementing marketing campaigns
  • Managing marketing budgets
  • Communicating with colleagues and customers

Possible career fields after graduation


Videos

Our degree programme in focus: Videos that inspire.

Get to know our university from a fresh and personal perspective and learn more about our master degree programme in Marketing.

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Thursday 14.11.2024
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Application and admission

Is our degree programme just what you’re looking for? Here are your next steps!

We’ve put together all the relevant information for you.

What are the admission requirements for master programmes?

To qualify for a master programme, you must have completed a bachelor degree – with a workload of at least 180 ECTS and lasting at least six semesters – in a related subject, or hold an equivalent degree from a recognised Austrian or foreign higher education institution.

If your undergraduate studies are not sufficiently relevant, for instance if you’ve completed a degree in an unrelated subject, your qualifications will be assessed after we have received your completed application.

Accepted previous academic qualifications

What language skills are required for this English language master degree programme?

For this programme, you will need additional proof of your language skills. You have the following options:

Option 1: No additional proof of English proficiency is required if:

  • English is your native language
    or
  • you already uploaded a recognised English language certificate (Duolingo English Test – at least 130; IELTS Academic Training – at least 7.0 Overall Band Score, Cambridge Certificate – Level C1, Toefl IBT – at least 94) at the time of your online application
    or
  • you have verifiably completed your prior studies either entirely in English or bilingually, with at least 70 ECTS of the courses taught in English.

Please upload your existing English language certificate or proof of English as the language of instruction in your prior studies in the form of a list of English-language courses with ECTS (for example, the Diploma Supplement) at the time of your application.

Option 2: An English language certificate is required if the option above does not apply to you. The following English language certificates are accepted:

You can find information about costs, dates, and procedures on the website of the respective language certificate. You can submit the English language certificate until the start of your studies.

Important​​​​​​​

​​​​​​​Do you still need to complete your military or alternative service?  If you’re a male Austrian citizen, we strongly recommend completing your compulsory national service before beginning your studies. This will allow you to finish your degree with no interruptions and start your career without delay afterwards.

Everything revolves around the students on our master degree programmes. That’s why we’d like to get to know you personally.

As part of the online application you will have to write a statement of motivation. Predefined questions about your motivation can be found in the online application. In your answers, which have to be entered in the provided input fields of the online application, you deal with the questions and explain your motivation to study the selected master degree programme

Your statement of motivation and your CV (curriculum vitae) form the basis for your application interview. The admission interview is a one-to-one interview, usually with the degree programme director.

In addition to getting to know you personally, your motives for the master degree programme will be discussed, as well as your professional background and the skillset you have acquired so far. Special attention will be paid to your previous academic and professional experience, your methodological and language skills and your general suitability with regard to your intended master degree programme.

The application interview is held in the language of instruction of the degree programme and can take place online via Microsoft Teams or in presence. 

What are the dates for the interview?

There are usually a selection of dates to choose from, with quotas allocated for each date. You can select a date and time slot during the online registration process. We therefore recommend that you complete your application in good time so that you can benefit from the full selection of dates.

Once you have successfully completed your online application, it will be checked for completeness and accuracy. As soon as this process is finished, we will inform you via email and confirm your admission date.

Upcoming interview dates

There are no dates available at the moment.

Application deadline for EU nationals 15/05/2025
Application deadline for non-EU nationals 15/04/2025
No application possible.
Application for the next study year possible from 1 December.

More information

Any questions?
We are happy to help!

Contact our Prospective Student Advisory Service    Contact the programme director

Team

Prof.(FH) Mag. Christian Maurer

Institutsleitung

Core competencies

Full profile

Prof.(FH) DI Dr. Markus Walter Eitle, MSc
Professor (FH) Institute Marketing and Wine Business
Details of person
Prof.(FH) Giancarlo Fedeli, PhD, MA, BSc, PgC
Professor (FH) Institute Tourism
Details of person
Prof.(FH) Mattia Rainoldi, PhD, MSc, BA
Programme Director Transnational Programmes
Details of person
Mag. Stephanie Tischler
Lecturer Institute Tourism
Details of person

Information & support

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+432732802222
information(at)imc.ac.at

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