Marketing & Communication Management FT
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Marketing Specialization

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

In the specialization courses, students will acquire knowledge of specific topics. Combining in-depth knowledge of individual fields promotes an understanding of the complexity of corporate strategies. In addition, specialist knowledge promotes the ability not only to recognize complex influences but also to take them into consideration and integrate them together with other interests into general strategy development.

Specialization 1: Marketing Communication for NPOs and NGOs
Students will be introduced to the special aspects of marketing and marketing communication for non-profit and non-governmental organizations. They will be able to independently design and implement corresponding communication strategies.

Specialization 2: CRM & Relationship Marketing
Students will acquire knowledge and an understanding of the terms and concepts of customer relationship management and will be able to apply them to real-life problems and their complexities in the areas of corporate communication and relationship marketing.

Specialization 3: Business-to-Business Marketing
Students will be introduced to the peculiarities of marketing between businesses: Business processes, corporate goals and corporate structures require the adaptation of previously acquired marketing strategies and tools. Students will develop the specialist knowledge and skills to independently design B2B marketing concepts and see them through to implementation.

prerequisites and co-requisites

Fundamentals of Marketing

course contents

Specialization 1: Marketing Communication for NPOs and NGOs
The specialization course provides the theoretical basis, such as a definition of the terms ‘NPO’ and ‘NGO’ and information about voluntary work and the legal framework. Subsequently, the course discusses opportunities for marketing and marketing communication activities which are in harmony with existing laws. When it comes to marketing strategy development, the main emphasis is placed on the often limited financial capacity of NGOs and NPOs, i.e. target-group segmentation, addressing the target group as well as media selection, etc. The possibilities and particular aspects of subsidies, fund raising and sponsorship are discussed here in addition to the role of (charity) events.

Specialization 2: CRM & Relationship Marketing
Customer relationship management (CRM) denotes the consistent orientation of a business toward its customers and, building on this, the systematic design of the relationship with these customers. This specialization course introduces concepts, tasks, tools and methods (e.g., relationship equity method) in addition to processes and control mechanisms (e.g., customer contribution margin and customer lifetime value) related to CRM and relationship marketing which are subsequently applied to real business problems.

Specialization 3: Business-to-Business Marketing
The tools acquired for business-to-customer marketing must be adapted to the business processes between companies. This specialization course covers the differences and overlapping areas between the two main focuses of the classic marketing fields, such as buyer behaviour, market research, product, price and distribution policy and, above all, communication policy. The main emphasis of this course is on direct marketing and specific communication channels, such as regular attendance of trade fairs.

recommended or required reading

Vertiefung 1: Marketingkommunikation für NPO und NGO
Kotler, P. (2010): Social Marketing für eine bessere Welt. mi-Wirtschaftsbuch
Riemer, K. (2009): Kommunikation von Non-Profit-Organisationen. Avm Akademische Verlagsgemeinschaft

Vertiefung 2: CRM & Relationship Marketing
Bruhn, M. (2011): Relationship Marketing: Das Management von Kundenbeziehungen. Vahlen
Stadelmann, M. / Wolter, S. / Troesch, M. (2008): Customer Relationship Management. Orell Füssli
Kracklauer, A. / Mills, D. / Seifert, D. (2002): Kooperatives Kundenmanagement. Dr. Th. Gabler Verlag

Vertiefung 3: Business-to-Business Marketing
Godefroid, P. / Pförtsch, W. (2009): Business-to-Business-Marketing. Kiel Friedrich Verlag
Kotler, P. / Pförtsch, W. / Michi, I. (2006): B2B Brand Management. Springer Verlag

assessment methods and criteria

written examination, project, group work

language of instruction


number of ECTS credits allocated


planned learning activities and teaching methods

Integrated course, case studies, discussion, group work

semester/trimester when the course unit is delivered


name of lecturer(s)

Carla Baumer, MBA, MBA,Dr. Manfred Reitsamer, MBA,Dipl.-Ing. Martin Egger

year of study

2.year of studies

recommended optional program components

not applicable

course unit code


type of course unit

compulsory (integrated lecture)

mode of delivery

In-class course

work placement(s)

not applicable