FH-degree course • Bachelor’s degree

International Marketing
• Master’s degree
• Full-time
• Part-time

Management (IMM)
During the last few decades and with growing and globalized competition, marketing has emerged
from a departmental function of running a business from the customer’s point of view to a holistic ma-
nagement philosophy of companies, their suppliers and their intermediaries. As such, it has become
one of the cutting-edge managerial approaches with an impact on all functions of the company and its
networks. Two important recent challenges deserve special attention and will shape tomorrow’s mar-
keting professionals; firstly, the development of radically customer-focused companies, and secondly,
the growing need for international management competence. To meet these demands, the IMM
Master’s degree programme is tailor-made with two foci, which make the programme unique within
the European educational landscape: a focus on the customer driven company and a second focus on
Central and Eastern Europe (CEE) and Eurasian Economic Community (EURASEC).

Career Profile strategic plans for market entries or market

After completing your IMM Master’s degree you
will be equipped to support or work in the growing
community of subsidiaries and international com-
panies which have a substantial presence in Cen-
tral Europe and have or are developing a focus on
CEE/EURASEC markets. You will be suitably pre-
pared to work in the industrial, the service, or the
retail-sector and your skills will include a profound
understanding of highly competitive markets
shaped by direct or indirect customer needs.
You will be qualified to guide international teams.
You will have a professional command of the
English language and you will be armed with a
detailed, yet CEE/EURASEC-focused cultural
understanding. Your work will be in the fields of
strategic planning, new-market entry, product
management, brand management, sourcing and
distribution management, sales and key account
management, or market and trend research.
Focus
In-depth Specialist Skills
>> Understanding international markets with
high complexity and dynamicity
>> Identification of potentials for uniqueness
and competitive advantages; derivation of
expansions
>> Development of programmes regarding cus-
tomer recruitment; retention; and recovery
(“3R’s”)
>> Sourcing and delivering in the different sec-
tors of economy
Interdisciplinary Skills
>> Company score cards and principles of
holistic entrepreneurial thinking and acting
>> The economic, social and legal situation in
CEE and the EURASEC
Social Skills
>> Improved command of English: Intensive
English training; English as the predominant
language of tuition
>> Optional: courses in a second, preferably
Slavic, language
>> Initiative and independent, analytical thin-
king, reasoning and acting
>> Coordinating scattered interdisciplinary
teams on an egalitarian basis
>> Empathy & cultural understanding combined
with the ability to assert one‘s own opinion
>> Managing the change from a traditional to
a customer driven company, anticipating
possible internal and external resistance

Essential Information
Qualification: Master of Arts in Business (MA)
Duration: 4 semesters (120 ECTS)
Number of new admissions per year: 35
English background. For details please visit:
www.fh-ooe.at/imm
Semester abroad: Optional in one of our
CEE/EURASEC partner universities.

Recognition of previous qualifications: Application: All information can be found

Individual exemption from certain lectures is
possible within the first two semesters.
Prerequisites of study: Completed Master’s
or Bachelor’s degree with economics and
under www.fh-ooe.at/imm
Selection procedure: Case study, interview
Mode of study: Full-time and part-time

STEYR CAMPUS
 FH-degree course International Marketing
Management (IMM)

Syllabus International Marketing Management (IMM)

Master‘s degree full-time/part-time
List of courses Semester/ECTS
1 2 3 4
Strategy and Marketing 9 8
Finance and Controlling 10 4
Culture and Leadership 4 4 6
English 7 4 4
International Law 4 2
Applied Information Technology 3 3
Company Projects 9
Critical-Analytical Thinking 3 2
Master‘s Thesis 4 24
Obligatory Selected Course System (focus on
6
industry; service; or retail)
ECTS-Credits 30 30 30 30

The concept of IMM is based on a qualitative survey with 21 Austrian business experts and managing
directors, to guarantee graduates the best possible job opportunities after their IMM-studies. The main
results of this survey were:

1. The need for Marketing experts will certainly
increase internationally and with high proba-
bility in the Austrian market.
2. From an Austrian point of view, globalization
is rather a matter of the CEE/CIS-area rather
than other frequently mentioned countries
like China or India.
3. The ideal IMM-graduate combines an inte-
rest in foreign, especially Slavic cultures,
with geographical flexibility, open-minded-
ness, modesty, politeness and responsibility.
4. The skills of these Marketing experts should
entail cultural understanding and a holistic
knowledge of how to run a business (general
management knowledge) – in addition to
excellent marketing skills.
5. An excellent command of the English
language is more important than the ability
to speak a number of foreign languages
imperfectly.

Contact
07/2008

Head of Studies: Prof. (FH) Dr. Jörg Kraigher-Krainer

Programme Administrator: Angelika Frühauf
FH OÖ – Upper Austria University of Applied Sciences, School of Management
Wehrgrabengasse 1–3, 4400 Steyr/Austria
Phone: +43 (0)7252 884-3600, Fax: +43 (0)7252 884-3699
E-Mail: imm@fh-steyr.at, Web: www.fh-ooe.at/imm

STEYR CAMPUS