Elective I(E)

second cycle, Master

Students are able to actively contribute previously acquired knowledge to academic and professional discussions. They are capable of critically questioning, contextualizing, and comparing new insights. Furthermore, they can appropriately evaluate the activities and perspectives of experts from both industry and academia. Students are also able to establish and further develop professional contacts with these experts and demonstrate an understanding of both the Austrian and the international market context.

not applicable

The course will focus on the following points:
- The use of marketing tools in projects
- Scientific analysis of marketing campaigns in practice
- Current trends in international business in both theory and practice
- Economic, political and social impacts
- Industry and R&D activities
- Digital developments
- Creation and evaluation of trends, fashions, booms

-Edger, C. and Oddy, R. (2018). 87 Key Models for Event, Venue and Experience (EVE) Managers. UK, Libri Publishing.
- Kotler, P.; Armstrong, G.; Harris, L. C. & Piercy, N. (2016): Principles of Marketing. 7th European Edition. UK: Pearson Education Limited.
- Smit, B. & Melissen, F. (2017). Sustainable Customer Experience Design: Co-creating experiences in Events, Tourism and Hospitality. London, Routledge.
- Van Ruler, B., & Körver, F. (2019). The Communication Strategy Handbook: Toolkit for Creating a Winning Strategy. New York [u.a.]: Peter Lang.

Presentation

English

4

Integrated course

3