[vc_row][vc_column width=”1/1″][vc_column_text]Title of the project: Wiener Konzerthaus – the next 100 Years
Principal Investigators: Prof. (FH) Mag. Silvia Kucera
Collaborators: IML 2010 students
Cooperation partners: Wiener Konzerthaus
Duration of the project: October 2011 – April 2012
Contact: [email protected][/vc_column_text][vc_empty_space height=”32px”][vc_single_image image=”18280″ border_color=”grey” img_link_target=”_self” img_size=”medium”][vc_empty_space height=”32px”][vc_column_text]Objectives of the project

This research project aims at developing a strategic marketing concept for the Wiener Konzerthaus for the upcoming two years. This concept focuses on presenting ways to shift the image and position of Wiener Konzerthaus from a lack of international perception to high international regard.
The final report will consist of a strengths and weaknesses analysis of the printed and online advertising material, an analysis of pertinent Gallup research, as well as a presentation of promotional strategies influencing an increase of the international perception of Wiener Konzerthaus.

Research methods

The research process comprises an analysis of the online and printed forms of communication used by Wiener Konzerthaus by means of a qualitative text analysis. Thorough qualitative analysis of the Gallup research will help identify the strengths and weaknesses of the advertising steps currently used. The findings will support the formulation of new promotional strategies to increase and enhance the international recognition of Wiener Konzerthaus.


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