Students develop marketing concept for event hotel

In the summer semester of 2024, four students from the part-time Master's degree course in Sport, Culture & Event Management at the University of Applied Sciences Kufstein Tirol, supervised by Bettina Anker, BEd MA, played a key role in creating the marketing concept for the exclusive location Das Steinberg as part of their practical project.

DAS STEINBERG: EXCLUSIVE MARKETING CONCEPT FOLLOWS RENOVATION

The Austrian care company Humanocare Group acquired the former Hotel ASI Lodge of the Innsbruck Alpine School in Steinberg am Rofan in 2022 and began renovating it in 2024, transforming it into an exclusive event hotel. The students at Kufstein University were commissioned to create and design a holistic marketing concept for the hotel. The clients specified an open budget and defined the desired target groups in advance.

A PLACE FOR SPECIAL OCCASIONS IN A UNIQUE SETTING

In order to gain an overview and create a good basis for the marketing concept, the students created relevant tools for determining the location's USPs, a competitor analysis, a partner analysis and a resource plan. The target groups were again specifically defined in advance. The Steinberg is the ideal location for business meetings, workations, private parties and social gatherings. The marketing concept was developed step by step in several stages and subsequent discussions with the client. From fall 2024, Das Steinberg am Rofan will host business meetings, weddings and other private celebrations. Potential customers will be reached immediately through the students' newly developed marketing concept on a wide range of online and offline channels.