In a business field project with SAP Austria, the Corporate Communication students developed unique campaigns for lead generation.
In the winter semester 2025/26, the 3rd-semester students of the English-taught Bachelor’s program in Corporate Communication were assigned to create marketing campaigns for lead generation within the Austrian SME market for SAP Austria.
Under the supervision of the coaches Simone Zwickl, academic expert and lecturer in strategic corporate communication and communications expert Bettina Gneisz-Al-Ani, the students conducted deep market research, developed a coherent strategy as well as tactics and created a detailed timetable and budget plan based on a fictitious budget.
The business field project culminated in a competitive pitch held directly at the SAP Austria headquarters in Vienna, where students presented their concepts to the collaboration partner. The results exceeded expectations, leaving the client particularly struck by the well thought out strategic approach of the concepts and the professional delivery:
Julia Rausch, Marketing Team Lead of SAP Austria, commented on the results:
“I personally was amazed how much passion each group brought into the project. I was impressed by the little details they thought of—like the outfits and presentation cards—and the level of presentation skills was really, really high!”
For the client, the collaboration offered a fresh perspective on the complex B2B market. The students broke down the complexity of the enterprise software environment into manageable, actionable parts, proving that clear communication strategies can make ambitious goals visible.