Post by m.core Institute for Marketing and Consumer Research - WU Vienna

The summer term 2026 comes to an end. Let's take a look back at our collaboration highlights of this term. ✨   SBWL Marketing & Consumer Research: 💡 Future Consumer Studio: Students explored the topic of financial literacy from a consumer perspective. Our experts Bettina Fuhrmann, Head of the Kompetenzzentrum für Finanzbildung, Barbara Hartl from Institute for Advanced Studies (IHS), Vienna, Josephine Herrmann, founder of Money Honey, and Ewald Judt provided valuable feedback and helped the students refine their findings and implications.   💡 Marketing Insights: - Henkel: Students developed recommendations for Schwarzkopf Professional and presented their solutions at Henkel’s headquarters to Verena Hengge, Melanie Zach and Anna-Maria Hillgartner - LOOP®: Katharina Falkensteiner, Lukas Petrovic and Alexander Seyss welcomed us to their Vienna office. Students gained firsthand insights into agency life, learned about LOOP’s current projects and developed their own campaign ideas. - Vöslauer Mineralwasser GmbH: We visited the company in Bad Vöslau, saw where Vöslauer water is sourced and bottled, and worked on marketing case studies provided by Andrea Scheiblehner. - Nestlé Nespresso SA: Dr. Barbara Kastlunger and Pia Pichler joined us bringing fresh coffee and fresh branding insights to the classroom.   💡 Research Methods in Marketing: We had two practitioners who discussed the realities of working with insight: Verena Polzer from NielsenIQ on what it means to be a researcher professionally, generating insights and processing them deeply, while also turning that same lens on your own consumer behavior Christof B. from Quantics.io on staying relevant in a market being reshaped by AI, and which skills to grow in a changing marketing job landscape   MSc Marketing - WU Vienna 💡 Consumer Psychology: We welcomed four practitioners, each on a different angle of how psychology plays out in real marketing work: Victoria Schönbauer (Devecsai) from myClubs on how they apply consumer psychology across the entire customer journey Stefan Barac at the Incluthon on why product accessibility matters, and what it takes to put yourself in someone else's shoes Florian Schleicher from FUTURESTRATEGIES - Strategic Marketing Studio on meaningful marketing instead of noise, and the IRL trend Alexander Seyss from LOOP® on cultural awareness and creativity in communication strong enough to break through the noise   💡 Marketing 360 Degrees: In our course Marketing 360 degrees, 13 alumni of the Master’s program shared their experiences, learnings and tips with the students. Too many to tag in one post, so head to the comments for the full line-up. A big thank you to all partners and students for a semester full of rigor, creativity, and real-world impact. Have a great summer! 🌴🌞