Study Program
Digital and analog – with marketing & sales to professional success:
Highlights
- Digital marketing including (social) media planning, data-driven advertising and AI applications
- Sales-focused: Smart selling and individual sales coaching through Web Analytics Lab
- Business field projects with renowned brands and companies
- Innovative specialization options in marketing & sales through electives
Education at the highest level
The Bachelor’s Degree Program in Marketing & Sales is accredited by:
IAA (International Advertising Association AUSTRIA CHAPTER)
Organization
Type of degree program
Full-time (FT) or Part-time (PT)
Full-time: Four to five days per week, 8:30-18:15, occasionally on Saturdays
Part-time: Five days per week, Mon-Fri: 17:30-21:45, occasionally on Saturdays,
occasionally Fridays from 13:00
Language of instruction
German (some modules in English)
Study-abroad semester
In the 4th semester:
FT: obligatory
PT: optional
Possible at partner universities
Internship
In the 5th semester, credit transfer possible for students working in a related field
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
- Admission requirements Bachelor’s programs
- Admissions procedure Bachelor’s programs
Costs
€ 363.36 per semester (excl. Austrian students’ union fee)
Brush-Up courses
Focus & Qualifications
- Development of marketing strategies, marketing mix, and business skills
- Integration of digital and traditional marketing tools – social media, e-commerce, media management, and AI
- Expertise in sales, key account management, and customer relationship management (CRM)
- Data-driven marketing, big data analysis, market and customer behavior research
- Specializations in electives such as Social Media, Data-Driven Marketing, Event Management, and more
Business Field project with Zoo Schönbrunn
Our Bachelor‘s students developed strategies for the optimal linking of online and offline measures, an interactive customer journey and more awareness for species conservation in a business field project with Zoo Schönbrunn.
Biometric sales coaching
Our students have the opportunity to simulate sales conversations and improve their sales excellence with the help of biometric data which is collected to provide deeper insights into the course of the conversation and the associated emotions.
Curriculum
The curriculum integrates sustainability and digitalization, with a focus on using AI in marketing and sales, including:
- Generative AI (image and text) for idea generation in product and pricing management
- Using AI tools in customer psychology and negotiation simulations
- Validation and comparison of self-written texts through AI for business English
| Module | ECTS |
| Social Skills Welcome to FHWien der WKW, Presentation & Interaction, Personal Appearance |
6 |
| Business Administration 1 & Marketing Marketing & Communication, HR, Organisation & Leadership, Strategic Management, Production & Logistics |
6 |
| Accounting & Corporate Finance Basics of Financial Accounting, Investment & Financing |
6 |
| Private Business Law Civil law, corporate law |
6 |
| Advertising English for Professional Purposes I, Advertising |
6 |
| Module | ECTS |
| Collaboration & Communication Intercultural Applications, Collaboration & Group Dynamics, Selfmanagement |
6 |
| Research Skills 1 Fundamentals of Scientific Techniques, Quantitative Methods: Statistics |
6 |
| Business Administration 2 & Business Information Systems Accounting & Controlling, Business Information Systems, Case Study |
6 |
| Digital Marketing 1 Fundamentals & Data Security, Website Creation & Content Management, Media Planning & Data Driven Advertising |
6 |
| Customer Psychology & Smart Selling Psychology for Marketing & Sales, Value Based Selling |
6 |
| Module | ECTS |
| Business Field Project 1 Concept Creation, Project Management |
6 |
| Product & Price Management Product & Brand Strategy, Pricing Strategy |
6 |
| Distribution Fundamentals of Distribution, Management of Distribution Processes |
6 |
| Market Research Market Research Methods, Consumer Behavior |
6 |
| Research Skills 2 Scientific Reading and Writing, Qualitative Methods |
6 |
| Module | ECTS |
Elective options:
|
12 |
| International Marketing International Marketing Strategies, Global Marketing Trends, Cross-Cultural Management |
6 |
| Economics & Sustainability Macro Economics & Sustainability, Micro Economics & Sustainability |
6 |
| Bachelor’s Thesis Conception | 6 |
| Module | ECTS |
| Professional Internship Relevant, qualified activity in the professional field, at least 450 total hours |
18 |
| Sales Process & Customer Centricity Fundamentals of Sales Management, Key Account Management |
6 |
| Bachelor’s Thesis Composition | 6 |
| Module | ECTS |
| Business Field Project 2 Concept Creation, Fundamentals of Intellectual Property & Media Law |
6 |
| Digital Marketing 2 Web Usability & Digital Analytics, Search Engine Marketing, E-CRM & Marketing Automation |
6 |
| Public Relations Public Relations, English for Professional Purposes II |
6 |
| International Sales Latest Issues & Challenges in Sales, Foreign Trade |
6 |
| Bachelor’s Examination pursuant to § 16 FHG |
6 |
Quotes of graduates and lecturers
With the practice-oriented, internationally accredited Bachelor's degree program in Marketing & Sales, you are perfectly equipped for the current economic and social challenges. In this program, you will deepen your competencies in digital and classic marketing & sales and work on the interlinking of these two professional fields. Likewise, your competencies in digital media, sustainability and business administration, as well as your social skills will be perfected at university level.
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.
Through my Bachelor's degree in Marketing & Sales, I gained the theoretical and practical tools for the challenges of my professional career. I was able to trust and build on this foundation at all times, both as an agency founder and in management.
The Bachelor's program in Marketing & Sales gave me the perfect basis for entering the advertising industry during my studies. The content on advertising planning and strategy in particular prepared me perfectly for the job. I learned first-hand from lecturers directly from the industry which tasks I would be confronted with and how I could master the challenges in everyday working life. The particularly important social skills were also one of the highlights of the degree program.
The economically challenging Age as well as technological advancements in the area of customer approach require a deep understanding of markets, products and marketing strategies. New business models in the area of an increasingly mobile society need experts who can move smoothly in this flexible environment and thus contribute to the success of the company. Our practice-oriented, internationally certified Bachelor's degree program in Marketing & Sales provides the basis for this and leads you to success.
For me, practice, education and ongoing training go hand in hand. During my part-time studies at FHWien der WKW, I found exactly these prerequisites. In addition to an irreplaceable foundation for my career in marketing & sales in the consumer goods industry, FHWien der WKW always combines educational experience, i.e. theoretical knowledge, with a very practice-oriented education and the teaching of soft skills. I benefit from this almost every day in my new challenge. In my 20 years of professional experience, I have benefited from being served these two worlds in such a harmonious way. I am looking forward to the cooperation between Marketing Club Austria and FHWien der WKW and to further developing the marketing landscape together.
Lecturers who pass on experience directly from their professional practice make the Bachelor's program in Marketing & Sales at FHWien der WKW not just a string of exams, but a sound preparation for the challenges of the professional world. Moreover, students at FHWien der WKW are not anonymous lone warriors, but grow together through joint business field projects and group work to form a close-knit community, where fun is certainly not neglected even outside of studying.
At FHWien der WKW, I gained a comprehensive insight into the world of marketing & sales through lecturers from the field and up-to-date content. In the course of my studies, I had the unique opportunity to participate in the European Sales Competition. With the help of individual professional and mental coaching from my lecturers, I made it to the semi-finals. The professional internship enabled me to start my career in the FMCG world.
Job & Career
You will be qualified for employment in both traditional and digital marketing and sales once you have graduated. You will have a comprehensive, in-depth knowledge in digital media, sustainability, business administration, and social skills and be in demand in all sectors of marketing and sales. Following successfully completing your studies, you have access to the following professional fields:
- Marketing management
- Product and brand management
- Sales and key account management
- Consumer and market research
- Digital marketing and media planning
- Customer relationship management
- Distribution/supply chain management
- and much more
Application
Curious about our study program? Inform yourself about the requirements and the admissions procedure at FHWien der WKW.