Book Chapter on Global Brand Management: Globality Is Not Automatically a Competitive Advantage
Senior Researcher David Bourdin from FHWien der WKW published a book chapter on “Global Branding” in the recently published Elgar Encyclopedia of International Marketing Management as co-author together with lead author Petra Riefler from BOKU Vienna. […]Read more on Book Chapter on Global Brand Management: Globality Is Not Automatically a Competitive Advantage
How AI Is Transforming Learning and Assessment: FHWien der WKW at International Conference in Breda
How is AI changing higher education? Around 300 higher education professionals discussed this question at an international conference in Breda. FHWien der WKW contributed two presentations. […]Read more on How AI Is Transforming Learning and Assessment: FHWien der WKW at International Conference in Breda
The Future of Testimonial Marketing: Papa Putz Meets Influencer Marketing
On October 12, 2026, FHWien der WKW and the Marketing Club Austria (MCÖ), in collaboration with XXXLutz, hosted a club evening on the future of testimonial marketing. […]Read more on The Future of Testimonial Marketing: Papa Putz Meets Influencer Marketing
Innovative Shop Floor Experience for Gen Z in a Business Field Project with Coca-Cola
In a business field project with Coca-Cola HBC Austria, students in the Bachelor’s program in Marketing & Sales developed modern concepts for a multisensory, interactive shopping experience. […]Read more on Innovative Shop Floor Experience for Gen Z in a Business Field Project with Coca-Cola
More Than Just Clicks and Quiz Scores: Insights into Learning Processes with Digital Learning Resources
Multimodal learning analytics can combine usage data, eye-tracking, and AI-powered dialogs to better understand digital learning experiences. […]Read more on More Than Just Clicks and Quiz Scores: Insights into Learning Processes with Digital Learning Resources
Study on Gamification in Language-Learning Apps Presented at International Tourism Conference
How does gamification encourage the use of language-learning apps? A study by FHWien der WKW highlights the potential of personalized gamified elements. […]Read more on Study on Gamification in Language-Learning Apps Presented at International Tourism Conference
Learning with CustomGPTs: AI Tutors Guide Students Through Academic Research Process
At FHWien der WKW, “Donna, the Topic Buddy” helps students develop their initial topic ideas for their theses. The concept was presented at the Media & Learning Conference 2026. […]Read more on Learning with CustomGPTs: AI Tutors Guide Students Through Academic Research Process
Myths about universities of applied sciences – and what’s really true
When people think about studying, they often hear the same claims: A degree from a university of applied sciences is worth less. Universities of applied sciences hardly do any research. And anyone who really wants to build a career has to go to a university. These kinds of myths have been circulating for years – but are they still true?… […]Read more on Myths about universities of applied sciences – and what’s really true
Using AI to analyze the image of travel destinations on social media
How are tourism destinations perceived on social media? A recent study by Ilona Pezenka from the Marketing & Sales Management Study Programs, conducted in collaboration with international research partners, demonstrates how the image of travel destinations can be automatically analyzed and compared using AI and text mining. […]Read more on Using AI to analyze the image of travel destinations on social media
Innovative Approaches to Cross-Media Brand Positioning for Krone
Students in the Bachelor's program in Marketing & Sales at FHWien der WKW are developing campaign strategies to position Krone as a cross-media advertising partner for B2B clients. […]Read more on Innovative Approaches to Cross-Media Brand Positioning for Krone