In the Master’s program in Communication Management, students developed effective content and media strategies for young football fans.
In the business field project of the Master’s program in Communication Management (2nd semester), the Austrian Football League commissioned the students of FHWien der WKW to investigate the media behaviour of the young target group aged 10 to 29 and to develop a suitable communication strategy, especially for the online area. The central question was which content needs to be published on which media channels to encourage young people in Austria to engage more with Austrian football.
Qualitative market research explores motives
As a first step, the Master’s students conducted focus group interviews and analysed the interests, wishes, opinions and attitudes of 10 to 29-year-olds on the topic of football, as well as specifically on the Austrian Football League. The results showed that the experience of visiting a stadium with its extraordinary atmosphere plays a particularly important role for the target group and that authentic, but also funny and entertaining content, especially on the social media platform Instagram, is in high demand. With this expertise, the future communication professionals set about planning their campaign. The six teams were coached by Birgit Schaller from the Competence Center for Marketing and David Dobrowsky, head of the Bachelor’s program in Corporate Communication at FHWien der WKW.
Communication strategies inspire clients
As the final highlight of a sporty and exciting business field project, the student groups were given the opportunity to present the communication concepts they had developed over the past few months to their clients on the premises of the Austrian Football League. Moritz Ehlmaier, Marketing at the Austrian Football League, was delighted with the students’ work:
“The communication concepts were convincing with a well-founded analysis, from which stringent and creative measures were derived. I would like to thank the students and FHWien der WKW for this great collaboration and am already looking forward to building on the students’ ideas.”
Birgit Idinger, Marketing at the Austrian Football League, added:
“The ideas we heard at today’s presentation are of great value to us. We can now better understand our target group and thus provide and reach them with better content.”
Many thanks also from our side to the Austrian Football League for the great co-operation!