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The objective of the marketing core is to provide an opportunity for students to study the dynamic impact of the business environment and human behavior on marketing endeavors. Included in this analysis is an examination of effective marketing practices, procedures and analytics required to produce impactful marketing decisions.

Intake/Entry: Fall semester only

Four Webster students sit at a table of computers, one uses a mouse and all look at a single monitor.

Learning Outcomes

  • Graduates will be able to explain the important terminology, facts, concepts, principles, analytic techniques and theories used in the field of marketing.
  • Graduates will be able to effectively apply important terminology, facts, concepts, principles, analytic techniques and theories used in the field of marketing when analyzing complex marketing situations.
  • Graduates will be able to effectively integrate (or synthesize) important terminology, facts, concepts, principles, analytic techniques and theories used in the field of marketing as demonstrated through the successful development of a marketing plan.

ACBSP Accreditation for The Walker School of Business & Technology

The Walker School of Business & Technology is proud to be accredited by the Accreditation Council for Business Schools and Programs (ACBSP) for the Master of Science in Marketing. ACBSP is dedicated to improving the quality of business schools and programs around the world, and ultimately to improving the practice of business in every industry around the world.

ACBSP Accredited

Master of Science (MSc) in Marketing Program

The Master of Science (MSc) in Marketing requires successful completion of 36 US credit hours. Students who require prerequisite courses may have to complete more than the minimum required U.S. credit hours for this degree.
(Fall 2018 intake or later.)

The following courses are required for the MSc in Marketing:

Note: Program prerequisites are to be completed before beginning MSc in Marketing coursework. BUSN 5000 Business is required for students who have not completed an accredited undergraduate degree in business or management within the five years prior to entering the MSc in Marketing program. If the appropriate undergraduate program was completed more than five years prior to entering the program, the department will allow a waiver if the student demonstrates command of the content area by successfully completing a waiver examination. If you are interested in taking a prerequisite waiver examination, please see the department coordinator.

Purpose and Scope

This document lays out the specifications of the program Master of Science in Marketing (MSc), including the profile and learning outcomes, the structure of the curricula, program development and the criteria for admission and conferment of a degree.

This study plan and regulations is applicable to all students pursuing the Master of Science in Marketing starting on or after Sept. 1, 2021. This study plan and regulations pertains to the degree (MSc) offered by WVPU which is accredited by the Agency for quality Assurance and Accreditation Austria in accordance with the Private Universities Act §2 and §3. The requirements for U.S. accredited degrees conferred by Webster University based in St. Louis, USA may vary slightly. Students are encouraged to consult with their advisor for details.

Overview Table

Degree program name Marketing (MSc)
Common form name Master of Science in Marketing
Type of study program Master degree program
Academic degree Master of Science (MSc) 
Cycle (Bologna) 2
NQF-Level VII
Organizational structure Business and Management Department
Workload (ECTS) 90
Regular study period 1.5 years, 3 semesters
Course weeks per semester 12
Language of study English
Maximum intake per year 25
Study format Full time
Entry points/dates 2/begin winter/summer semesters
Beginning of the winter semester August/September
Beginning of the summer semester January/February
Internships Encouraged, but not required
Study Abroad Encouraged, but not required

Profile and Learning Outcomes

WVPU’s Master of Science in Marketing program examines the dynamic impact of the business environment and human behavior on marketing endeavors. Students gain advanced knowledge about effective marketing practices, procedures and analytical techniques required to produce impactful marketing decisions. Holders of a Master of Science in Marketing degree typically make careers in advertising and public relations agencies, nonprofit organizations and the marketing departments of large corporations, all of whom seek out professionals who understand the fundamentals of marketing research, analytics and statistics as well as channels and promotional management and digital marketing.

Graduates of the Master of Science in Marketing program are able to explain important terminology, facts, concepts, principles, theories and methods of analysis used in the field of marketing and apply these when analyzing complex and unpredictable marketing situations. They are particularly sensitive to the role digital platforms and social media take in formulating comprehensive marketing plans and able to synthesize their knowledge gained through the program in clear terms, demonstrated through individual and team exercises, development of a marketing plan and the successful submission and defense of a thesis.

The Master of Science in Marketing program focuses on preparing students to take on positions of responsibility and leadership in the private sector thereby keenly matching WVPU’s profile and objectives. Its strong focus on and integration of real-life cases ensure that graduates are fully qualified for the degree they earned and are critical and adaptive thinkers capable of succeeding in a complex and changing labor market.

Learning Outcomes

Students who complete this program will be able to:

  1. Evaluate and analyze relevant information in order to make impactful strategic marketing decisions
  2. Effectively manage value creation by developing and evaluating marketing strategies and objectives to foster long-term success and promote meaningful relationships
  3. Demonstrate personal skills (e.g., communication, personal brand management, ethics) which are important keys to success as a marketing manager

The Master of Science in Marketing program’s learning outcomes align closely with those of NQF Level VII in all areas of knowledge, skills and competency.

Master of Science in Marketing Learning Outcomes

NQF Level-VII LOs LO1 LO2 LO3
Knowledge  
Skills
Competencies  

Curriculum Overview and Workload

The Master of Science in Marketing curriculum is organized into one Core Module (CM) consisting of 10 core courses (75 ECTS) that must be successfully completed prior to undertaking the thesis (15 ECTS). The total required workload for students seeking a Master of Science in Marketing is 90 ECTS.

Full-time students working toward the Master of Science in Marketing will usually carry a course load of four courses per semester. For each course in the Master of Science in Marketing program with the exception of the thesis, students attend 36 hours of courses and conduct approximately another 151.5 hours of self-learning. Students working toward the Master of Science in Marketing (MSc) can complete the program in a minimum of 3 semesters.

Each of the core Competency Courses (CC), Discipline Courses (DC) and Enrichment Courses (EC) is offered at least once a year. Full course descriptions, individual learning outcomes, details about ECTS, weekly study schedules and assessment criteria are available in each course syllabus, available via WVPU’s publicly accessible course schedule.

Curriculum Overview

Students seeking to begin the Core Module must demonstrate advanced knowledge in business prior to beginning the CM or successfully complete a related prerequisite course of 7.5 ECTS*. While the credits earned for the prerequisite courses are recorded in the Diploma Supplement, they do not count toward the degree.

Course Type** Format*** hrs./weeks AT/SL**** ECTS
BUSN 5000 Business* DC IL/SE 3/12 36/151.5 7.5

*Students with an accredited undergraduate degree in business or similar focus, or students who pass a waiver exam are not required to take this course.
**Types of courses include: Competency Courses (CC), Discipline Courses (DC), and Enrichment Courses (EC)
***[IL] – Interactive Lecture, [SE] – Seminar, [PT] – Practical Training, [CO] – Colloquium, and [TH] – Thesis
****AT/SL = Attendance (in-class hours)/Self-Learning (time devoted on subject out of the classroom)

Core Module (75 ECTS)

Course Type Format h/w AT/SL ECTS
MRKT 5000 Foundations of Marketing Strategic Thinking CC IL/SE 3/12 36/151.5 7.5
MRKT 5610 Marketing Channel Management EC IL/SE 3/12 36/151.5 7.5
MRKT 5720 Promotional Management EC IL/SE 3/12 36/151.5 7.5
MRKT 5730 International Marketing EC IL/SE 3/12 36/151.5 7.5
MRKT 5740 Management of Digital Marketing EC IL/SE 3/12 36/151.5 7.5
MRKT 5850 Marketing Research EC IL/SE 3/12 36/151.5 7.5
BUSN 5760 Business Statistics or MRKT 5890 Marketing Statistics CC IL/SE 3/12 36/151.5 7.5
MRKT 5895 Marketing Analytics CC IL/SE/PT 3/12 36/151.5 7.5
MRKT 5960 Marketing Management CC IL/SE 3/12 36/151.5 7.5
MRKT 6000 Integrated Studies in Marketing DC IL/SE/PT 3/12 36/151.5 7.5

Thesis (15 ECTS)

Course Type Format h/w AT/SL ECTS

MRKT 6250 Master Thesis: The Master Thesis includes a public defense in which the program candidate presents their work to a Defense Committee and an audience of their peers.

CC TH - 25/350 15

Roadmaps and Course Sequencing

Students working toward an MSc in Marketing can complete the program in a minimum of 3 semesters. Curriculum in this program develops as students progress through their studies. For that reason, adhering to prescribed course sequencing is an essential component to success. The course syllabus or WVPU’s publicly accessible course schedule both list course prerequisites, if any.

Advisors are available to assist students with degree planning to help ensure proper course sequencing. Though most students will adhere to their respective program roadmap, advisors can help develop individualized degree plans when the situation warrants deviation from the roadmap. Advisors must approve all course registration requests before they are processed. Advisors also consult on issues related to academic and career goals, and university resources.

The Business and Management Department reserves the right to waive or adjust course prerequisites as necessary.

Program Development and Enhancement

The Master of Science in Marketing program is subject to WVPU’s systematic Internal Quality Management System that incorporates continuous measures and involves the Executive Board, academic department heads and the University Senate. This ensures that its learning outcomes and the content of its curriculum impart advanced knowledge in the discipline while delivering the skills and competencies requisite for a master’s degree. WVPU’s quality management processes include a triannual program review and assessment of learning outcomes, course evaluations, an annual review of academic polices and processes, semi-annual performance reviews with units and employees and collected stakeholder feedback through semi-annual meetings and surveys supported by the university’s internal information systems.

All incoming Master of Science in Marking candidates are interviewed by Business and Management Department faculty, allowing the department to directly assess the quality of candidates and thereby ensure that the high standards of the program are sustained. At the course level, each syllabus (including criteria and methods of assessment) is reviewed and approved by the department at least one semester prior to being published on the university’s course offerings, ensuring that learning outcomes are clearly stated and appropriately paired to the course’s content and assessment criteria. All students have access to the syllabus before the course begins, and in addition, faculty are required to review the syllabus on the first day of class. During the running of any course students interact with both the faculty member and the department’s administration alerting them to any problems that might arise and triggering procedures based on academic policies and procedures, particularly with reference to disputes between students and faculty.

The base selection of course offerings for any academic year is determined two years in advance through regular planning sessions. The process includes consultation with representatives of student government and incorporates additional student feedback through face-to-face meetings, town halls and anonymous course evaluations. Teaching assignments pairing faculty to courses are completed one year in advance. Prior to assigning a course to a faculty member, the department head verifies the individual’s qualifications and experience as an instructor. Students evaluate all first-time instructors in the third week of their course to provide feedback and allow for corrective measures if necessary.

Other continuous processes also play an important role in sustaining and enhancing the integrity of the program. The university solicits semiannual student feedback on degree programs through student focus groups involving 30-minute structured dialogues at the start of selected courses. Additionally, the head of the department takes part in monthly video conferences with global partners to evaluate Business & Management programs, adding and shaping curricula and course content to meet WVPU student needs and national regulations while also integrating partner experiences from around the world. Department representatives participate in on-going process evaluation measures providing suggestions on how to improve subject relevancy, program competitiveness, research components and technology to align with those used in international business, management and marketing sectors.

Admission to the Study Program

In addition to the General Admission Requirements for Graduate Programs, applicants to the Master of Science in Marketing program must fulfil the following requirement:

Applicants who have not completed undergraduate or graduate degrees within the last five years from an accredited business, financial accounting or economics program, must take the following prerequisite prior to taking core graduate courses or satisfactorily pass waiver examinations.

Course Type Format h/w AT/SL ECTS
BUSN 5000 Business* CC LS 3/12 36/151.5 7.5*
*Students with an accredited undergraduate degree in business or similar focus who pass a waiver exam are not required to take this course. BUSN 5000 may be waived with proof of a completed business degree from an ACBSP, AACSB, IACBE, EQUIS, or AMBA accredited business program, official transcripts documenting prior successful completion of the required professional competencies, or a successfully passed BUSN 5000 waiver exam offered through Peregrine Academic Services, covering the Common Professional Components(CPC) as defined by ACBSP standards. A passing score is 60% or higher.

Supplementary Requirements for Conferment of the Degree

WVPU confers the academic degree of Master of Science in Marketing following the successful completion of all modules as stated in the Curriculum Overview and Workload and in accordance with the following rules:

  1. Candidates must complete all modules (90 ECTS) as stated in the Curriculum Overview;
  2. Students must successfully earn 75 ECTS in residence;
  3. Students must complete and defend a master thesis (15 ECTS);
  4. All courses must be completed with a grade of B- or better.

The university reserves the right to approve and assign transferred credits as equivalencies to courses which could result in fewer than 75 overall ECTS completed in residency.

WVPU Policies and Student Obligations

WVPU policies support and maintain the highest quality of education and service level for students. All students attending WVPU are obliged to adhere to university academic policies, including the Study and Examination Guidelines and the Code of Conduct. Students are solely responsible for familiarizing themselves with all applicable university policies and procedures including those dictating academic standards.

Students are also fully responsible for managing their degree progress in compliance with the curriculum. This includes, but is not limited to: ensuring schedule accuracy each semester, adhering to all registration and payment deadlines, proactively addressing any issues that may interfere with degree progress, exclusively using the university assigned email address for all academic-related correspondence and observing course-specific deadlines and policies. 
WVPU retains the right to update policies and procedures. Students will be informed of any such changes in a timely manner.

Business and Management Library Resources

After Graduation

MSc in Marketing graduates find careers in marketing, advertising, communications and public relations. Potential employers include advertising and public relations agencies, nonprofit organizations and the marketing departments of large corporations, all of whom seek out professionals who understand the fundamentals of marketing research, analytics and statistics as well as channels and promotional management and digital marketing.

Faculty — Business and Management

Active in 2020-2021

Dr. Florin Abazi

Computer Science
abaziflo@webster.edu

Dr. Mehdi Ali

Economics
mehdiali29@webster.edu

Dr. Maximilian Benner, MSc

Economics
maximilianbenner@webster.edu

Mr. Alfred Dolecek, MSc

Accounting and Marketing
alfreddolecek24@webster.edu

Univ.-Doz. Dr. Claus Ebster

Marketing and Management
clausebster36@webster.edu

Mag. Alexandra Federer, MBA

Marketing
alexandrafederer@webster.edu

Mr. Massimiliano Falcinelli, MS

Computer Science
mfalcinelli49@webster.edu

Dr. Paul Fischer, LLM

Business Law
paulfischer44@webster.edu

Dr. Andrea Gaal

Management
andreagaal70@webster.edu

Dr. Hossein Hassani

Statistics
hosseinhassani57@webster.edu

Ms. Casandra Hutchinson, MSc

Math and Statistics
chutchinson61@webster.edu

Prof. Mag. Dr. Dr. Petra Inwinkl

Management
petrainwinkl@webster.edu

Mr. Michael Kapfer, MBA

Marketing and Public Relations
michaelkapfer77@webster.edu

Dr. Christian Kreuzer

Finance
ckreuzer26@webster.edu

Dr. Christopher Kronenberg

Management and Entrepreneurship
ckronenberg96@webster.edu

Mr. Charles La Fond, MBA

Management
charleslafond29@webster.edu

Dr. Xavier Matteucci

Marketing
xmatteucci75@webster.edu

Mr. Alan Noble, MA

Management
alannoble03@webster.edu

Dr. Heinz Palasser, MBA, MSc

Accounting
heinzpalasser17@webster.edu

Mag. Svetla Pehlivanova-Porenta

Management
svetlap16@webster.edu

Dr. Hanno Poeschl, MSc, MBA

Finance and Management
hannopoeschl35@webster.edu

Dr. Rudolf Rössel, MBA

Computer Science
rudolfroessel99@webster.edu

Dr. Roman G. Seligo

Sales Management
romanseligo46@webster.edu

Mr. Robert Senz

Finance
robertsenz64@webster.edu

Dr. A. Nicholas Simon

Business Law
nicholassimon91@webster.edu

Dr. Christian Steineder

Mathematics
csteineder10@webster.edu

Mr. Miguel Suarez Vasquez, PhD, MSc, MBA

Business and Accounting
miguelsuarez21@webster.edu

Dr. Owat Sunanta

Math and Statistics
owatsunanta43@webster.edu

Mr. William Tippin, DM, CMC

Management [Fall 2020 Visiting Sverdrup Fellow]
wmtippin@webster.edu

Mr. Emil Tsenov, MA

Marketing
emiltsenov73@webster.edu

Dipl.Kfm. Norbert Wetzel, MBA

Finance and Human Resources Management
norbertwetzel59@webster.edu

Mag. Christian Wozabal, MBA

Accounting
cwozabal74@webster.edu

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