Global Sales and Marketing Bachelor

3 Years On Campus Bachelors Program

University of Applied Sciences Upper Austria

Program Overview

If you are aiming for a career where business meets global markets, this program is built exactly for that—it prepares you to understand how companies sell, market, and grow internationally. You will learn how to combine sales strategy, marketing insight, and intercultural communication, giving you a strong edge in global business environments.

Curriculum Structure

Year 1:
You start by building a solid foundation in both business and technical understanding. Through modules like Introduction to Sales and Marketing, Introduction to B2B Marketing, and Introduction to Sales Organisation and Processes, you begin to understand how companies approach customers and markets. At the same time, subjects such as Introduction to Programming and Production Systems and Technologies give you insight into how products are developed and delivered, which is crucial in international sales.

Year 2:
In the second year, your focus shifts toward making smarter, data-driven business decisions. You will study Market and Business Intelligence, Managing Sales Channels, and Instruments of B2B Marketing and Communication, along with Finance, Data Management, and Business Law. This is where you start thinking like a strategist—understanding markets, analysing data, and managing complex sales environments.

Year 3:
The final year is where everything comes together in a very practical, career-focused way. You will work on real-world projects through modules like Global B2B Marketing Case Study and sharpen your negotiation skills in Sales Training: Negotiation. With One Year in Sales and Marketing and specialization options, you gain hands-on experience and prepare to step directly into global business roles.

Focus Areas (in a string):

B2B Marketing, Global Sales Strategy, Intercultural Management, Digital Marketing, Business Analytics, International Business

Learning Outcomes (in a string):

Build and manage international sales strategies, analyse global markets, apply digital marketing tools, manage client relationships, understand technical business environments, communicate effectively across cultures

Professional Alignment (accreditation):

State-recognised Austrian Bachelor’s degree (180 ECTS), developed closely with industry and aligned with European higher education standards

Reputation (employability rankings):

Highly practice-oriented program with strong links to international companies, hands-on projects, and a clear focus on employability and real-world business readiness

Experiential Learning (Research, Projects, Internships etc.)

What makes this program genuinely stand out is how naturally it blends classroom learning with real business experience. From the beginning, you are not just studying sales and marketing—you are applying it through projects, industry collaboration, and international exposure. Based at the Steyr campus, which has strong links with export-oriented companies, you will learn in an environment that mirrors real global business settings, supported by modern facilities, interactive workshops, and close interaction with industry professionals.

By the time you graduate, you would have already experienced what it is like to work in international sales and marketing roles, thanks to a structured mix of internships, global learning, and practical training:

• Compulsory internship (around 9 weeks): Work with real companies in sales, marketing, or export roles—either in Austria or internationally, giving you early career exposure

• Industry-led projects: Solve real business challenges through case studies and company collaborations, especially with firms operating in global markets

• Strong company connections: The program works closely with international and export-focused businesses, ensuring what you learn is aligned with industry needs

• Semester abroad (compulsory): Study at one of 100+ partner universities, gaining global exposure and understanding how business operates across cultures

• Double degree opportunities: Option to graduate with an additional international qualification from a partner university

• Sales and negotiation training: Hands-on sessions where you practise pitching, negotiating, and managing client relationships in realistic scenarios

• Company visits and field trips: Regular exposure to industries and organisations to see how strategies are applied in real business environments

• Interactive workshops and small-group learning: Focused sessions that build teamwork, communication, and problem-solving skills through practical activities

• DigiSpace (digital innovation hub): A dedicated space where you explore how digital tools and technologies are shaping modern businesses and marketing strategies

• Campus library (business-focused): Access to specialised resources in marketing, management, and international business to support your projects and research

• Guest lectures from industry professionals: Learn directly from experienced managers, entrepreneurs, and international experts

Progression & Future Opportunities

By the time you graduate, you are not just leaving with a degree—you are stepping into the job market with real, practical experience and a clear understanding of how global business works. This program is designed around international sales and export-focused industries, so you are well-prepared to work across countries, cultures, and markets. Typical career paths include Sales Manager, Marketing Manager, Key Account Manager, and Business Development Executive:

• Career-focused learning from day one: Through internships, case studies, and real company projects, you graduate with hands-on experience that employers actively look for

• Strong industry connections: The program works closely with internationally active companies, especially in export and B2B sectors, giving you direct exposure to real business environments

• Career support services: Access to the university’s Career Zone platform, where companies regularly post opportunities and connect directly with students and graduates

• Global career advantage: With a compulsory semester abroad and an international classroom environment, you build the confidence and adaptability needed for global roles

• High-demand skill set: The program focuses on areas like sales strategy, digital marketing, and intercultural management—skills that are in demand across industries

• Flexible career opportunities: You are not limited to one industry—you can work in manufacturing, technology, consulting, or any sector that operates internationally

Further Academic Progression:

If you want to specialise further or move into leadership roles, you can continue with a Master’s degree in areas like Global Sales and Marketing, International Business, or Digital Marketing. Many students choose to build on this foundation either at FH Upper Austria or at other universities globally, giving them even stronger career progression and international opportunities.