Top 2022 Marketing Trends for Students Earning Master's Degree in Austria

One of the best ways to supplement your education is to research current trends in your industry. Staying up to date with the latest practices and methods will help you to keep up with the constantly changing standards in your area of expertise and provide you with a more comprehensive understanding of your industry. The marketing world is ever-evolving, requiring marketing professionals to remain informed and innovative as they progress in their careers.

If you choose to pursue a master's degree at Webster Vienna Private University, you will become familiar with important terminologies, concepts, principles, analytical techniques, and theories in the field of marketing. Whether you go on to a career in marketing, advertising, communications, public relations, or sales, you will possess the fundamental skills to succeed.

Read on to discover some of the most current marketing trends to keep an eye on while you pursue your graduate studies.

From Digitalization to Omni Channel

One of the current mega-trends is digitalization which has gained further momentum through the COVID-19 pandemic. Consumer behavior nowadays is characterized by an ever-increasing integration of physical and digital interactions with marketers. Online shopping is a part of the everyday-life for more and more individuals, not only the digital natives. Social media are an integral part of communication today and so are they for marketing communications and promotion. Successful companies operate their channels of distribution and communication as omni-channels where the lines between the physical and the online world are blurring.

In MSc. marketing courses at Webster Vienna, you will learn how to employ various digital marketing tactics - including online shops, social media marketing, or mobile marketing - to create and capture contemporary market-oriented and organization-oriented value propositions. You will get familiarized with the key foundations of marketing and current developments likewise.

Data-Driven Individualized Value Propositions for Target Audiences

Data is the new oil, particularly in marketing, where customer data is used to provide ever-more personalized value propositions that are relevant and useful for customers. However, data can only become a valuable resource if one is able to understand it, analyze it, and take appropriate action.

When you choose to pursue a MSc Marketing master degree in Austria, you will complete courses in marketing research, analytics, statistics, and more. All of these courses will guide you in predicting and controlling marketing activities, helping you to be prepared for new customer trends and behaviors as they emerge. This way you will learn how to apply scientific data analysis methods to implement practically relevant and successful marketing activities.

When you pursue a graduate marketing degree at Webster, the focus will be on obtaining practical experience with a detailed evaluation of research and current topics in the industry. Prof. Maria Madlberger, Webster Vienna’s Head of the Department of Business and Management, full professor, and area coordinator for marketing, noted the importance of this component of the program.

"It is essential to be involved in academic research to identify key developments in marketing from a scientific perspective to apply them successfully in practice,” Madlberger said. “Such actions, often inter-disciplinary, can best be determined by collaborating with researchers worldwide and exchanging research outcomes at international conferences.”

Explore Experiential Marketing After Your Graduate Degree in Vienna

Experiential marketing is a trend that focuses on creating an engaging brand-based user experience, instead of just a product-based experience. This is done through events, webinars, and competitions that engage consumers. In the process, they get an idea of the brand’s values and personality, as opposed to just its products.

Applying experiential marketing tactics after you obtain your marketing degree is about creating unique experiences for the business’s target market. Becoming familiar with different marketing methods through practical exposure is an essential part of our marketing program in Vienna.

Madlberger expanded on this, saying, "to make students benefit from faculty involvement in practice and academia, it is necessary to involve students in these activities in multiple respects. Be it in the form of case studies in class, practice-oriented project assignments, or practically relevant master theses that can even make it to academic publications.”

Madlberger also noted a recent example of a successful publication: “A MSc. Marketing student's master thesis has been presented at a scholarly conference and received the Outstanding Paper award. With experiences like these, students are prepared to make impactful marketing decisions in a dynamic business environment."

Ready to start pursuing your graduate degree in Austria?

Contact Webster Vienna Private University for more information.