Study Program
Data-driven marketing strategies and digital business models – your USP as a leader:
Highlights
- Growth marketing project for a start-up idea
- Use of artificial intelligence in customer communication (chat bots and digital assistants)
- Web Analytics Lab (emotion measurement, eye tracking)
- Dual degree/study abroad/short stay abroad possible
Education at the highest level
The Master’s program in Marketing & Sales Management is accredited by:
IAA (International Advertising Association AUSTRIA CHAPTER)
Organization
Type of degree program
Part-time (PT)
4–5 days/week
Mon–Thur: 18:30–21:45
Fri: 16:35–21:45
Occasionally blocked on Saturdays
Language of instruction
German (some modules in English)
Study-abroad semester
Possible at partner universities in the 3rd or 4th semester,
Alternative option: short-term mobility offers
Academic year
September until June
Place of study
wko campus wien, Währinger Gürtel 97, 1180 Vienna
(U6 metro station Währinger Straße/Volksoper)
30–40 % distance learning
Application
Information events
To the dates of the information events
Admissions procedure
- Deadlines & Dates
- Admissions requirements Master’s Programs
- Specific admissions procedure MA Marketing & Sales Management
Costs
€ 363.36 per semester (excl. Austrian students’ union fee)
Brush-up courses
Focus & Qualifications
- Plan and implement digital marketing and sales strategies (growth marketing, automation, e-commerce etc.)
- Analyze customer and market data, plan CRM strategies including the application of AI tools
- Integrate sustainability into corporate strategy
- Develop innovative business models
- Lead marketing and sales teams
Business field project with the Austrian Soccer League
The Austrian Soccer League commissioned our Master’s students to develop campaigns to make stadium attendance more attractive for different target groups.
Business field project with BUWOG
The students from our Master’s program in Marketing & Sales Management took a close look at the website using the Web Analytics Lab for the optimal marketing of three prestigious Viennese properties of BUWOG.
Curriculum
The program integrates sustainability and digitalization, with AI utilized across various aspects of marketing and sales.
| Module | AI focus |
ECTS |
| Business Innovation & Financial Management Business idea, business plan incl. planning calculation |
6 | |
| Growth Marketing Strategies Content and Search Engine Strategies, Digital Advertising Strategies, Growth Marketing Seminar Paper |
Content Creation by using AI tools; beyond ChatGPT | 6 |
| Data Science Data Collection and Processing, Data Analysis |
Machine Learning | 6 |
| Competition, Strategy & Corporate Responsibility Responsible & Sustainable Business, Competitiveness & Business Architecture, Marketing Simulation Game |
6 | |
| Leadership Skills Teambuilding, Negotiation Techniques, Conflict Management, Change Management |
6 |
| Module | AI focus |
ECTS |
| Brand Management Brand Development, Digital Brand Management |
Campaign creation by using AI tools | 6 |
| Marketing & Sales Automation Opportunity & Lead Management, Data-driven Sales Acceleration |
6 | |
| Customer Relationship Management Operational & analytical CRM, CRM Seminar |
6 | |
| Growth Marketing Project Development of a business model for a digital product |
6 | |
| Research Seminar 1 Qualitative Methods, Research Skills & Methods, Experimental Designs – Web Analytics Lab |
AI for emotion measurement | 6 |
| Module | AI focus |
ECTS |
| Business Field Project Market Research, Concept Creation |
Web Analytics Lab (AI tool for emotion measurement) depending on assignment | 6 |
| Marktet Analysis Quantitative Designs, Multivariate Analysis |
6 | |
| Conversational Artificial Intelligence Natural Language Processing, Conversational Design Prototyping, Chatbot-Erstellung |
Fundamentals of AI, Large Language Models (LLMs), Chatbot Applications in Marketing, Chatbot Design | 6 |
| Master‘s Thesis: Theory | 6 | |
| Research Seminar 2 | 6 |
| Module | ECTS |
| E-Commerce & Omni Channel Management Shop systems, Sales channels |
6 |
| Human Resources Management and Leadership Human Resource Management in Sales, Labor Law, Intellectual Property Law, Media- and Dataprotection Law |
6 |
| Master‘s Thesis: Empiricism | 12 |
| Master‘s Examination pursuant to § 16 FHG |
6 |
Quotes of graduates and lecturers
The strength of the Master's program in Marketing & Sales Management is the combination of theory and practice as well as the strong networking of the different topics within the program. Corresponding lectures on strategy and employee management have optimally prepared me for a position as a manager.
Marketing & Sales are the key to building and establishing sustainable customer relationships in the long term. In the course of the study program, which has a very high practical relevance, one passes through the various stations necessary to be a successful manager or expert in the future. The lecturers sharpen the respective strengths and interests of the students and encourage them for further development.
My education in Marketing & Sales at FHWien der WKW was the foundation for my career path and the success of my agency and the further development of Marketing Club Austria. Here I learned to understand and apply complex market mechanisms, to build brands with creative and strategic acuity and to develop effective sales strategies. The practice-oriented approach of the University of Applied Sciences enabled me to put theory directly into practice – a skill that is essential in the fast-paced marketing and agency industry. FHWien der WKW was and is an essential building block of my professional self-image, my daily work and also laid the foundation for an extensive network in the marketing industry.
Entering new markets and developing traditional and digital marketing and sales strategies are the result of sound analysis and decision-making skills. With advancing digitalization, managers are required to understand market trends and changing customer behavior, identify opportunities and master the complexity of international challenges. Our practice-oriented Master's program in Marketing & Sales Management is your important step in this direction.
Jobs & Career
As a graduate you are ideally qualified for management tasks in the offline and digital areas of marketing and sales. You will be trained to become a manager with a strategic view of the big picture. Supplemented by special training in the areas of leadership skills and human resources management, you will be ideally prepared for a management position in the following exemplary areas:
- Classic as well as digital marketing and sales management
- Market analysis, market and social research
- Customer relationship management and CRM consulting
- Strategic management consulting
- Corporate Social Responsibility (CSR)
- Area management, regional business management, key account management, sales controlling
Application
Curious about our study program? Inform yourself about the requirements and the admissions procedure at FHWien der WKW.