Study Marketing & Event
Discover the degree programs offered by HOK in the field of Marketing & Event – marketing, communications, digital media, and sports, culture, and event management, with a strong practical focus and room for creative development.
People. Creativity. Impact.
Marketing is more than advertising.
Markets are noisy. That is exactly why companies need people who do more than communicate: they need people who can create meaning, build trust, and inspire action. Whether it is a digital campaign, a live event, or strategic brand management, at HOK you learn how to develop messages that resonate.
The approach is hands-on, creative, and focused on the trends of tomorrow – from generative AI in marketing and event design to global communications management.
Why study marketing & event at HOK?
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Creativity meets strategy
You'll learn not just to think creatively, but to act strategically. For that purpose you will receive a solid knowledge in brand management, consumer psychology, content creation, and digital marketing for brands, events, and sports.
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Industry experience
Talks with entrepreneurs at the Kufstein Management Forum, real-world projects with companies, associations and clubs, and a mandatory internship as part of the bachelor's degree program give you valuable hands-on experience.
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Digital & future-oriented
Generative AI, social media, omnichannel marketing, and performance data: our programs are designed to prepare you for the digital demands of tomorrow’s market.
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A wide range of industries
From international corporations and event agencies to cultural institutions and sports organizations – after graduation, you can find your place in some of the most creative and dynamic industries.
Where Creativity meets science.
The Marketing & Event field of study is closely linked to applied research and strong industry partners at HOK. The Institute for Sport & Sustainable Development brings current research questions directly into teaching. Corporate partnerships, from regional cultural institutions to international brands, ensure a strong transfer into practice.
Our degree programs in Marketing & Event
All degree programs at a glance – filter by degree level, study format, and language of instruction.
Bachelor's Programs
Master's Programs
Continuing Education & University Courses
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Frequently Asked Questions
What's the difference between Marketing & Communications Management and Digital Marketing?
The bachelor’s program Marketing & Communications Management provides a broad foundation in traditional and digital marketing, media, communications, and brand management—making it an ideal starting point for a career in the field.
The master’s program Digital Marketing, by contrast, requires a bachelor’s degree and offers specialized expertise in data-driven online marketing, social media, performance marketing, and generative AI—designed for those looking to take the next step in the digital communications industry.
Can I study Marketing & Event in English?
Yes. The master’s program Sports, Culture & Event Management is taught entirely in English and is specifically designed for international students.
The master’s program Digital Marketing is also available as a full-time program taught in English. This means the subject area offers both German-taught and English-taught options at the master’s level.
What are my career prospects after studying Marketing & Event?
Career opportunities in this field are diverse. They range from marketing management and brand management to social media, content creation, event planning, cultural management, and sports marketing.
Austria's advertising market reached a volume of over EUR 6.6 billion in 2024 and continues to grow year over year. In Austria and Germany alone, the events industry employs more than 2 million people.
