In a business field project with the SchafbergBahn, students of the Master’s program in Marketing & Sales Management developed fresh marketing concepts to strengthen the traditional railway as a year-round experience.
In the winter semester of 2025/26, students of the Master’s program in Marketing & Sales Management at FHWien der WKW received an exciting assignment from SchafbergBahn Salzburg AG Tourismus GmbH as part of a business field project. Working in agency teams, they were tasked with developing strategic target group and communication concepts based on a real briefing, with the aim of tapping into additional demand potential, particularly in the off-season.
Building on a quantitative online survey and a market and competition analysis, they developed implementation-oriented measures with clear messages, relevant touchpoints, and concrete recommendations for marketing and communication along the customer journey.
Maria Eder, responsible for Marketing & Sales at Salzburg AG Tourismus GmbH, summarizes the results of the final presentations:
“Very exciting ideas – we received some great input and look forward to incorporating it into our work over the coming months!”
The business field project impressively demonstrates how students develop practical solutions and thus provide valuable impetus for companies.
>> Find out more about business field projects in & Sales Management