Marketing IMC University of Applied Sciences Krems

Programme Structure

The core subjects (Semester 1-3)

Developing attractive products, services and offers requires in-depth knowledge of strategic marketing management. This includes an understanding of: 

• factors influencing the quality and development of locations
• customer-focused product and service development using design-thinking methods
• marketing processes throughout the customer journey 
• the latest consumer analysis and market research methods, such as big data and artificial intelligence
• the functions and applications of conventional and digital media for marketing and public relations 
• preparation and management control of marketing budgets
• the legal and ethical frameworks for marketing strategies

In addition, the Digital Skills module in semesters 2 and 3 sharpens your skills in using software applications to develop web and mobile apps, and shows you how to ensure customers remain loyal to your company by means of storytelling and influencer marketing.

The creative communication courses that form part of the Personal Branding and Leadership module cover aspects such as personal branding strategies and effective communication skills in order to build trust, motivate teams, and identify team dynamics and conflicts.

Practical elements (Semesters 1-4)

Each of the four semesters has a strong practical focus. Lecturers with international backgrounds and extensive business experience will share their practical know-how with you. Questions are discussed on the basis of case studies, and in particular in semester 3, you will work on real-life, course-related customer projects, in collaboration with and on behalf of companies.

Marketing in Action (semester 3) gives you the option of taking part in excursions to high-profile companies, where you can gain insights into day-to-day business processes from marketing experts and marketing managers, as well as forming new contacts.

Semester 4 is mainly devoted to writing your master thesis. During the “mobility window” in the same semester, you have the chance to complete an internship at a company of your choice or a semester abroad at one of our numerous partner universities.

The electives and master thesis (Semesters 1-4)

Improving your career opportunities: the electives help to bring you up to speed for jobs in highly attractive business sectors. You can choose one of three majors: Tourism and Hospitality Marketing, Fashion and Lifestyle Marketing, or Retail and Shopper Marketing.

The electives account for eight hours per week during the semester and 16 ECTS credits.

During your work on the master thesis, you independently carry out academic analysis of a problem related to your elective, devising solutions that meet practical business requirements.