Marketing master degree programme

Major tracks in Tourism and Service Marketing, Fashion and Lifestyle Marketing, and Retail and Shopper Marketing

Do you enjoy working in a creative, dynamic and international environment, and planning and implementing marketing and communications strategies? Compatible with part-time employment, the Marketing master degree programme is tailor-made for you, with major tracks in Tourism and Service Marketing, Fashion and Lifestyle Marketing, and Retail and Shopper Marketing.

The degree programme: Master of Arts in Business (MA)

Marketing management refers to the planning, coordination and monitoring of all corporate activities geared towards meeting customers’ current and future needs. This demands a detailed understanding of consumer behaviour, various marketing tools, as well as creative approaches to developing products and services. Innovative marketing strategies are the key to a company’s success, especially in the tourism, fashion, lifestyle and retail sectors.

The Marketing master programme gives you specialist knowledge and enables you to develop the skills and competences you need to work and communicate effectively as a marketing expert in Austria or abroad.

You learn how to plan, execute and evaluate marketing activities, with a strong focus on business practice. Core topics include strategic and brand management, digital marketing, communication skills and market research.

You acquire practical expertise in web design and storytelling, while specialist courses in communication give you the tools you need to handle presentations and management situations.

Throughout the programme, students work closely with businesses on course-related and research projects. This means you can forge contacts that might play an important part in your future career, as well as learning from the experts.

What does “compatible with part-time employment” mean? Courses take place on three successive weekdays, so you can hold down a part-time job during your degree. The curriculum does not include a compulsory internship, although in semester 4 students can either complete a placement with an employer of their choice or spend an exchange semester at one of our partner universities.

Marketing experts play a crucial role in every company, because they contribute directly to value creation. Their key skills include strategic and analytical thinking, creativity, excellent communication abilities, and expert use of digital media. The Marketing master degree programme is designed to meet the business world’s demand for all these requirements. The option of specialising in tourism, fashion or retail marketing helps to broaden students’ skills profile.
Programme director Christian Maurer

A formula for success: theoretical knowledge + practical experience

The programme is built on three pillars.


The core subjects

Semesters 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 Leadership and Communication Skills module cover aspects such as acting and performing, persuading, inspiring and influencing people, showing you how to motivate and convince people and manage them effectively.


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 2 & 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 Service 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.

More about the electives


What can you expect from your studies? The curriculum provides an overview.
Click on the individual courses for further information.

Site Development 23
Finance and Budgeting for Marketers 24
Marketing Process
Marketing Trends and Developments 23
Strategic Brand Management 24
Digital Marketing and PR
Marketing Communications
Digital Marketing 24
Value-Based Public Relations 23
Internet Law and Data Privacy 23
Marketing Research
Consumer Behaviour 23
Research Methods for Marketers 23
Marketing Research
Big Data and Business Intelligence 24
Major Track 1: Tourism & Service Marketing
International Tourism Management
Global Tourism Perspectives 24
Tourism and Society 24
Digital Tourism Management 24
Customer Experience and Event Management 24
Major Track 2: Fashion & Lifestyle Marketing
Fashion and Luxury Management
International Lifestyle and Fashion Trends 24
Management of Fashion and Luxury Brands 24
Customer Experience Design 24
Fashion Market and Collection Planning 24
Major Track 3: Retail & Shopper Marketing
Business Value Creation
Supply Chain Management 24
Key Account Management 24
E-Commerce 24
Shopper Marketing and Omnichannel Retailing 24
Leadership and Communication Skills
Acting and Performing 22
Persuading, Inspiring, Influencing People 22
Digital Skills
Development Tools for Web and Mobile Apps 23
The Art of Visual and Display Marketing 23
Strategic Marketing
Strategic Marketing in Practice
Innovation Management 23
Marketing Strategy Capstone Project 312
Leadership and Communication Skills
Negotiation and Conflict Management 22
Leading Meetings Effectively 12
Digital Skills
Influencer Marketing 23
Storytelling and Content Creation 23
Research Coaching I 25
Ethics and CSR 23
Research Coaching II 11
Master Thesis 022
Master Exam 04

Major Tracks

Choose your own focus areas. You select one of three major tracks on the programme. Elective courses are held in semester 2.

Tourism and Service Marketing

This is the elective for you if you are interested in planning and implementing marketing and management measures at tourism destinations, accommodation providers, event or consulting agencies, or similar service providers.

You will look at the latest tourism-related developments, and tourism’s significance for the community.

In the tourism industry, there is a long-standing emphasis on deploying information and communication technology to optimise business processes (such as bookings, storing guest data, and e-marketing) and enhancing the customer experience.

Fashion and Lifestyle Marketing

This elective is the ideal choice for anyone interested in fashion and lifestyle brands, and looking to find out more about positioning strategies and brand management in the fashion and luxury goods sector.

You will look at topics such as international fashion and lifestyle trends, as well as methods and processes used in planning collections.

This elective gives you the skills required to take on various positions, including product, communications, merchandising, brand and store manager, purchaser and many more besides.

Retail and Shopper Marketing

If your aim is to build up in-depth knowledge of retail marketing, with a view to optimising retail performance, this is the elective for you.

The focus is on designing stores and store processes, such as point-of-sale design and e-commerce. The target is to create a unique shopping experience for customers.

This elective will put you in a position to assume responsibilities in a wide range of roles, including as a retail marketing manager, sales representative, as well as e-commerce, channel, supply chain or key account manager.

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Career paths for graduates of the Marketing master programme

Graduates of the Marketing master degree programme will have the skills required to perform expert tasks in a domestic or international professional environment and as part of a team, to take the initiative and to communicate effectively. You will have the necessary knowledge, skills and competences to identify problems in interdisciplinary settings and independently devise creative solutions.

In particular, you will be able to assume strategic marketing management responsibilities, as well as planning, implementing and evaluating offline and online marketing campaigns. You will have expert knowledge of developing web and mobile applications, social media and influencer marketing campaigns. In-depth communication, presentation and organisational skills will enable you to take on managerial responsibilities, and oversee communications with customers and suppliers.

After completing the Tourism and Service Marketing elective you will be in a position to perform strategic and operational marketing duties in the tourism and service sector, draw up bespoke solutions and implement and evaluate them. With the help of design methods and information and communication technology, you are able to develop customer-focused tourism products and services.

​​​​​​Students on the Fashion and Lifestyle Marketing elective develop the ability to analyse and predict fashion and lifestyle trends, and use this as the starting point for devising brand and positioning strategies for fashion and luxury products. Students can also apply a range of methods and processes for planning collections and enhancing the customer experience.

If you choose the Retail and Shopper Marketing elective, you will be able to analyse, evaluate and optimise store designs and processes, which in turn helps your company to improve its performance and boost customer satisfaction. Strategic tools (such as key account and supply chain management) and methods enable you to structure your collaboration with suppliers in connection with the delivery of goods, and organise flows of information to customers. 

The most important responsibilities of marketing managers include:

  • Analysing and researching market trends
  • Identifying target markets
  • Planning and implementing marketing campaigns
  • Managing marketing budgets
  • Communicating with colleagues and customers
After graduating, you will be qualified to take on the following positions in various industries
Brand manager
Business development manager
Channel manager
Destination manager 
E-commerce manager
Event manager 
Key account manager
Cultural venue manager
Marketing manager
Retail marketing manager
Location manager
Store manager
Supply chain manager
Travel manager

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Our team

Get to know the core team of our master degree programme Marketing.

  • Prof.(FH) Mag. Christian Maurer - IMC Fachhochschule Krems

    Head of Institute Tourism, Wine Business and Marketing / Programme Director Master Tourism and Leisure Management, Marketing

    Prof.(FH) Mag. Christian Maurer
    Core Competencies
    Online Distribution ChannelsPlanning and Implementation of E-Tourism and E-Marketing StrategiesTourism Product Development
  • Prof.(FH) Klaus Kotek, MBA - IMC Fachhochschule Krems
    Prof.(FH) Klaus Kotek, MBA
    Professor Department of Business
  • Prof.(FH) Dr. Alina Schoenberg - IMC Fachhochschule Krems
    Prof.(FH) Dr. Alina Schoenberg
    Programme Director International Business and Economic Diplomacy
  • Prof.(FH) Mag. Claudia Bauer-Krösbacher, PhD - IMC Fachhochschule Krems
    Prof.(FH) Mag. Claudia Bauer-Krösbacher, PhD
    Programme Director Tourism and Leisure Management
  • Dr. Claudia Dolezal, PhD, MSc, PGCert, PGCert, BA - IMC Fachhochschule Krems
    Dr. Claudia Dolezal, PhD, MSc, PGCert, PGCert, BA
    Professor Department of Business

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