Under the motto “First Living,” students in the Master’s program in Marketing & Sales Management developed innovative marketing and sales concepts that specifically support people taking their first steps toward financing a home.
How can young adults be helped to finance their first home? Students on the Master’s program in Marketing & Sales Managementt at FHWien der WKW addressed this question in the winter semester of 2025/26 in a joint business field project with Raiffeisen Bausparkasse.
The basis was comprehensive market research conducted by the students, which clearly showed that the desire for home ownership is very strong among young adults. At the same time, the path to financing is often perceived as complex, difficult to afford, and lacking in transparency. Based on this, the student teams developed different strategic marketing and sales approaches with understandable benefit arguments, clear calls to action, and seamless interaction between digital touchpoints and individual consultation. The students were supported by coaches Karin Lehmann, an expert in brand management, and David Bourdin, a market researcher at FHWien der WKW.
Gerald Posch, Head of Sales Support at Raiffeisen Bausparkasse, sums it up after the successful final presentations:
“The topic “First Living” is relevant because the majority of Austrians dream of owning their home. In this business field project, we wanted the students to find out how we can best reach the young target group and what support we can offer to help young adults realize their dream of home ownership. We were impressed by the results—some of the ideas from the students’ concepts can be implemented immediately!”
For the students, the business field project offered the opportunity to tackle real world challenges under realistic conditions. They acted as professional marketing and sales teams and delivered results that were not only creative but also strategically sound and feasible.
>> More information about business field projects in Marketing & Sales Management