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.
In their second business field project during the summer semester of 2026, students in the part-time Bachelor’s program in Marketing & Sales (6th semester) worked in six agency teams to develop B2B campaign strategies for “Krone.” The project was based on quantitative market research from a previous business field project, which provided valuable strategic insights into Krone’s B2B sales in the Austrian advertising market. It highlighted that Krone’s comprehensive cross-media portfolio could be brought to the forefront even more effectively among advertising clients. This is precisely where the students began, developing marketing and communication concepts to position Krone and its effective cross-media portfolio even more effectively among advertising clients.
The campaigns stand out for their creativity and feasibility
The range of concepts ultimately spanned innovative gamification approaches, interactive tools, and website optimization, all the way to targeted communication campaigns featuring high-impact slogans—bringing Krone’s entire portfolio to life. The ideas stand out for their consistent research-based approach, well-thought-out target audience logic, and immediate feasibility—all viewed from the distinct perspectives of each of the six agency groups. “B2B marketing is anything but reserved and dry,” the students said in unison at the end of the project. The teaching team, Melanie Gratzer and Birgit Schaller, provided support as coaches and sparring partners.
Successful pitch to the Krone advertising market team
In their final presentation, the students impressed the clients—Julia Unger, Head of MediaPrint Innovative Communication Solutions, and Lisa Kraus, Project Assistant to the Head of Krone’s Advertising Division—with concepts that opened up new perspectives and approaches:
“The students really put themselves in the shoes of the B2B market. They managed to come up with very practical and actionable solutions for us. We’ll definitely be able to implement some of these within our company!”
This business field project highlights the importance placed on hands-on learning at FHWien der WKW: Students gain real-world project experience, while client companies benefit from the fresh perspectives of a younger generation.