In a business field project of the Master’s program in Communication Management, students developed forward-looking concepts to support client management.
During the 2025–26 winter semester, students in the Master’s program in Communication Management (part-time, 3rd semester) were tasked with analyzing the needs of Krone’s advertising clients and developing targeted solutions to optimize sales and account management processes. Based on comprehensive market research, six different concepts were developed, ranging from communication campaigns and personalized dashboards to event concepts, all of which clearly communicated Krone’s positioning as an innovative advertising partner.
The six student teams were supported throughout the process by business field project coach Christof Sauke from the Competence Center for Marketing at FHWien der WKW, as well as communications expert Bettina Gneisz-Al-Ani.
Successful pitch to the Krone marketing team
The students impressed Wolfgang Schimpl (Head of Product Management and Marketing, Krone), Irina Petricek-Steiner (Division Manager, Krone, MediaPrint), and Julia Unger (Department Head, MediaPrint Innovative Communication Solutions) with creative, innovative concepts that both emphasized the personal, individual aspect of sales and highlighted technological innovations utilizing AI. The Krone team was impressed by the immediate feasibility:
“The students’ fresh perspective was very important to us. The concepts are impressive for their innovation and practicality. We’ll be implementing some of these ideas right away!”
This business field project gave students the opportunity to tackle real-world business challenges in a hands-on setting. Acting as professional agencies, they developed creative, strategically sound, and actionable solutions for marketing and sales.
>> Learn more about the Master’s program in Communication Management