+43 6245 21864 - the rebel hotline for awesome marketing.

HERZBLUAT
Marketing- & Advertising agency, Salzburg

HERZBLUAT Marketing- & advertising agency

We are rebels. Advertising rebels.
We develop strategies so that you are successful.
For your marketing. For your advertising.

What is the master class
Advertising & Market communication?

Who is it for
What am I learning there?
Who am I learning from there?

Master class "Advertising and Market Communication"
the new marketing, advertising and strategy training
in Salzburg.

Together with WIFI Salzburg, she has Gregor Wimmer brought to life.

Who is the master class aimed at?

The training is aimed, among other things, at:
- Employees of advertising and marketing departments,
- Employees of advertising and marketing agencies,
- Business administration graduates,
- self-employed,
- startup founders,
- strategists,
- planners,
- freelancers,
- people switching,
- ...

What is the goal of the master class?

We train advertisers, marketers and generalists who are at home in all areas of marketing, strategy and advertising. And always keep an eye on the big picture.
We train the new strategists, marketing managers and agency managers.

How is the training going?

In 2 semesters you learn part-time (1 x per month Thu./Fr./Sat. All day), from incredibly top-class lecturers, top know-how in marketing, strategy and advertising.
There is little or no classroom teaching that is as practical as possible - it is important to roll up your sleeves.

Facts:

2 semesters, part-time
(1 x per month Thursday / Friday / Saturday all day)
2 x 120 = 240 teaching units
Part-time training

Start of course: September 26th, 2019
Course location: WIFI Salzburg

Degree:

Project work + oral Exam + writing. exam
Certificate for advertising specialist according to EN ISO / IEC 17024
The process for assigning training to NQF-6 (master craftsman or bachelor's degree) is currently underway.

The contents - in a nutshell

A poor overview of the subjects of the new marketing, advertising and strategy training in Salzburg.

240 hours, split over 2 semesters, hands-on marketing-market-communication-and-advertising-knowledge transfer from the best in the industry.

Zero:
Graphics, Indesign, Photoshop, ...

VERY MUCH:

  • Ethik
  • Law
  • Identity
  • creativity techniques
  • Media
  • Concept ABC School Joke Oud & Brand strategy
  • Market research
  • Social Media Marketing
  • Advertising psychology
  • Online marketing
  • Consulting
  • Dialogue Marketing
  • Text
  • Artificial intelligence
  • Photography and film
  • Strategy
  • Event marketing
  • Public Relations
  • Entrepreneurship
  • ...

The content - very detailed

What do I learn in the master class “Advertising & Market Communication "?
What skills will I acquire?

Click on the respective lesson subject to see the topic, the learning content and the transfer of competencies.

Learning goals:

Get insights into advertising and marketing.
Industry overview, professional standards.
calculation

Lesson content:

  • Advertising and Market Communication - Explanation of Terms.
  • Where did advertising develop from in the last century?
    Methods and channels - past, present and future forecasts.
  • The role of advertising in business.
  • What professions are there in advertising and marketing, how do they differ and where do they overlap?
  • Legal rules and regulations.
  • Ethical considerations and self-restraints.
  • What is good advertising worth?
    Correct calculation in advertising and market communication.

Learning goals:

As an advertising agency, marketing department or employee in marketing departments, there are many legal things to consider.
In this training module of the master class “Advertising & Market Communication "you will learn important information about rights, obligations and data protection regulations.

Lesson content:

  • Trademark law - How do I protect my trademark, how do I claim my trademark rights?
  • Copyright - What are my rights as a creator of a work?
  • Usage rights - what should be considered?
  • Trade law - what am I really allowed to do in my trade?
  • Data protection law (GDPR) - what are my rights, what are my obligations?

Learning goals:

No more sweating over the blank, white sheet of paper. 😉

Lesson content:

  • How does creativity work?
    Can creativity be controlled?
    How do the greatest ideas come about?
  • Brainstorming has long been obsolete!
  • Strategic and structured for the most brilliant campaigns.
  • Creativity is now planned strategically.
    With the help of different methods, mechanics and processes, supported by checklists, you can quickly separate creative crooks from marketable mega ideas.

Learning goals:

What is design, what does design do, what can design do?
Which function design has to fulfill in the different design disciplines and which forms of design disciplines we deal with in this course.

Design, the silent mediator
Design and its cultural function.

Shape and shell
Give shape or make it visible?

  • Outside as inside and inside as outside
  • Qualities of design
  • Design as a visible expression of internal structures
  • Design as a development tool

Design is relevant - the question is for whom?
Design in the context of economy, society and ecology.

  • Aesthetics (connection to culture and zeitgeist)
  • Communication (convey emotion, create closeness and relationship)
  • Identity and personality (share alignment, give orientation)

Competency acquisition:

The following skills are imparted to the students in this section of the master class "Advertising and Market Communication":

  • Recognizing and assessing brand and market-relevant design
  • Recognize and implement design trends early on
  • Use design as a visual mouthpiece on the emotional and relationship level
  • Controlling the effectiveness of design
  • Strategic use of brand or corporate identity in brand design

Lesson content:

Block 1

The language of the visible
Design and its key role in visual communication (the components in which design finds its visual expression)

  • Form
  • Colour
  • Symbolism
  • Photography and illustration
  • the abstraktion
  • Proportion
  • Surfaces - the visual elements of materials

Practice block design
Short journey through time on wave 750 to 400
Design in the context of culture and zeitgeist

  • formal differences of the most important design epochs and extracts from reference points to social or political milestones
  • Recognize the zeitgeist even before trends emerge

Exercise block Zeitgeist vs. Design trend
Micro-contextual design
When design should tell the story of a brand.

  • From differentiation to individuality (making distinguishable and recognizable on the basis of one's own identity)
  • Individual meaning of linguistic terms and visual symbols based on individual history (history = history, experiences, experiences, vision, etc.)

Block 2

From intrinsic identity features to developed identity

  • Personality and identity
  • definition of Terms
  • Identity and its parts (which elements can be used to define identity)
  • The strategic component of the defined identity (identity as an impetus for corporate and brand development)
  • The strategic challenges for designers (strategic thinking and acting in the creative implementation)

Exercise block identity

Outside and inside
Express corporate identity and personality visually

  • linguistic terms as a basic form of communication of identity
  • Definition of the individual meaning of words and their translation into visual language or identity-based design.

Strategic emotionalization

  • Visual storytelling, how to get design to tell authentic stories

Lesson content:

  • The presentation of the Austrian media market, its special structural features, also in comparison to German-speaking countries
  • The importance of print (daily newspapers and magazines), their development and trends - including online
  • Presentation of TV and radio, both public and private, and their development
  • Ambient media as well as the most important market research studies for target group definition and planning.
  • The role of media agencies and interest groups (VÖZ etc.)

Concept ABC School Joke Oud & Brand strategy deals with the Development of brand strategies and Communication concepts using tried and tested models and personal best experiences.

The lessons focus on everyday agency work and provide clear and valuable tips for immediate application.

Learning goals:

  • Students gain knowledge that leads to better branding strategies and creative communication.
  • The students get an understanding of the essential terms and How the strategy and conception job works.
  • The students learn how to develop successful communication strategies and which requirements are necessary for this. (From the interface between marketing and communication) 
  • The students learn how to develop successful communication concepts and how to lay the basis for good creative ideas.

Course content:

Part 1

  • Brand strategy conception: Bomb-proof foundations and definitions 
  • Talents and team dynamics: Which skills are required and who is involved
  • Brand positioning: The core of the brand strategy and the basis for the Communication
  • Flipped strategy: 1-2 great strategies & Look at concepts at home and then discuss the "abnormalities"

Part 2

  • Profiling and story thinking: What will make the difference in the future.
  • From insight to planning: How to get a good proposition. 
  • Preparations for creation: Does & Don'ts
  • Crash practice: A brand strategy / a communication concept is created in groups  elaborated / sketched 

Learning goals:

Recognize the value and benefit of market research as an integral part of advertising and marketing and apply it accordingly.

Lesson content:

  • What is market research and why is market research so important for marketing and advertising?
  • Are there any differences between small, medium and large companies?
  • What innovative processes are there in market research?
  • How high is the economic relevance of sentiment indicators?
  • What can be read from it?
  • Where does the change in values ​​come from and how will consumer behavior develop and / or change completely over the next few years?

Learning goals:

The chances and possibilities of Social Media Marketing see, evaluate and interpret them correctly.
Use the right channel for the right purpose.

Lesson content:

  • History and development of networks and social media in private and professional everyday life - from discussion forums and virtual forms of organization to crowdsourcing and user-generated content.
  • In addition to corporate networks and the virtualization of value creation, blogs, microblogs (Twitter) and social networks are also focal points. How do you use them in companies for communication between organizations and consumers?
  • What aspects of mobile social marketing and social commerce are there? In the context of the active participation of consumers in economic processes and the increasing intra-organizational networking, the social network analysis is presented as an instrument for gaining systematic insights into relevant relationship networks and its importance as an extension of traditional market research methods is discussed.
  • The basics of network theory and social network analysis are taught.

Learning goals:

Do you use your whole brain?
About advertising psychology, creativity and brand management.

Lesson content:

The branding process
About understanding, planning, designing and implementing - and what all of this has to do with advertising psychology and brand management.

Successful implementation of brand strategies requires a whole brain.
So the left (rational) and the right (creative) hemisphere. Mind the gap.

What makes strong brands.
And how the attraction of strong brands is created.

The consumer: the human factor in advertising.
How is advertising perceived? How are purchasing decisions made?

Market research
How can quantitative and qualitative methods of market research improve advertising?

The new discipline of neuromarketing and how it has changed advertising.
The Limbic-Map: The new field of advertising.

Theory and practice
The 8 basic rules of advertising psychology for good advertising based on 8 case studies.

Learning goals:

Online marketing has been an integral part of advertising for over 20 years.
The possibilities of online marketing are almost endless.
Online marketing provides an overview, tips, tricks and best practices.

Lesson content:

  • What approaches are there in online marketing today?
    Properties and forms of online marketing.
    What are the differences between B2C and B2B?
  • Which measured variables are used and how are they evaluated?
    What types of performance increases are there?
    Who are the big players and how do you best use them?
  • Conversion From where do you convert to where?
    What types of conversions are there?
    How are they rated?
    How are they activated?

Learning goals:

Consultants and contacts are primarily involved in advertising and market communication.

From the first contact through the offer, briefing, presentation to processing, billing and success control, they accompany the client and are usually the link between customers and creation.

Lesson content:

  • How do I get to ideal customers?
  • How do I bind my clients to me and my company?
  • With the customer through thick and thin - what do you do if it crashes?
  • The customer gets what he wants, or better what he needs?
  • Which key figures and metrics do I have to consider in my company?
  • Who are my most important partners for my company?

Learning goals:

Dialog marketing any kind of personalized communication - in digital as well as in analog form. Dialog Marketing, as a thought leader and pioneer of technological innovations, should make communication more individual and useful for consumers - and allow companies to communicate more personally and efficiently.

Compliance with data protection and consumer guidelines is just as important as helping to shape this matter in order to give companies and consumers security in this area.

Lesson content:

  • What does dialogue marketing mean for advertising companies?
  • What ethical components are there in dialogue marketing?
  • What benefits does Dialog Marketing bring?
  • How do you measure the success of dialogue marketing?
  • Where is the journey in dialogue marketing going?

Learning goals:

Everyone can copy! Can everyone write?
Some swiftly tap texts into the keys, others stare at the blank screen and wait for ... Yes, what for? Writing texts has to be learned, writing good texts that are impressive, much more.
The question is: Why do some text passages step up a gear and others pass the reader by without a trace?
It depends on how and for what purpose - and above all on who is supposed to read the text. The aim is to gain confidence when writing texts for different needs and easier to turn around even with trivial topics.

Lesson content:

  • Who should read the text? Target groups and personas!
  • How do advertising, PR and other types of text differ?
  • What are the important text properties?
  • Where do the right topics come from?
  • What does it take to create tension and arouse interest?
  • How can texts be read more easily?
  • What is pictorial writing?
  • How do classic error traps snap?
  • What to do if writer's block spreads
  • How can a single text be used in different communication channels?

Lesson content:

The world is heading for a future dominated by AI through and through.
Will super-intelligent machines outgrow us?
Is the human being an obsolete model?
And can a machine be creative?

It is no longer a secret that artificial intelligence will turn the entire advertising industry upside down.
Whether image processing, video analysis, word processing, digital assistants, content creation or campaign management - it's called “KI inside” everywhere.

Learning goals:

Working with photographers, videographers, films and content creators is the daily bread of the marketing manager or advertising manager.
But how does it work? What is to be considered? How do I know which photographer and / or filmmaker best suits my project?
How can I check my supplier's calculation? How do I write to my partner?

Lesson content:

  • History of Photography in Advertising
  • Significance and change in recent years
  • What services does advertising photography provide?
  • Briefing & Re-briefing
  • calculation & Post calculation
  • Rights and legal (model release, location fee, ...)
  • external partners (make-up artist, decorator, ...)
  • Image formats (L x W), color spaces
  • File formats in practice

Learning goals:

Commercials have been determining the direction of international advertising for decades and are usually at the center of advertising.

Lesson content:

How do film projects work - how are commercials produced?
What costs and expenses can be expected? What's the ROI?
Different budget sizes, different goals.

History of the commercial.
Status quo of the advertising film and “Quo vadis?”.
Where is the moving image developing in advertising?

Processes in production, from the idea to the script, to the set, to post-production, to the finished film in a wide variety of formats.

Conception of ideas and their implementation for brand and market communication

Learning objective:

Brands need brand-specific ideas.
The development of ideas that fit the brand and can be declined across media.

Course content:

  • How do you come up with ideas that fit the brand? (Creative techniques, brand identity, tonality, brand profile, ...).
    What is the idea anyway? In a nutshell.
  • And how does it work … on the radio?
    Declination of an idea for different media:
    - Outlines of interesting videos / spots
    - Basics of good radio spots
    - print
    - OOH and DOOH
    - Ambient
    - Brand staging in the brand's own space
    - Social media (basics, specialization in "Social Media")
    - Online (basics, specialization in "Online Marketing")
  • Presentation of ideas internally and externally
    How do you find the famous common thread in the presentation, how do you convince and inspire others with an idea?
    Useful story motifs.
  • production
    How do you find and brief implementation partners?
    How do you deal with budget limits?
    How about tight timings?
    Who must or may have a say where?

Learning goals:

The aim of the course is to provide an intensive insight into the facets of the Public Relations, and specifically that Event Management, to obtain.

Lesson content:

Part 1: Public Relations
The first part deals with basic PR topics. Among other things, strategy development, conception, the definition of goals and target groups, the elaboration of a catalog of measures, as well as various options for implementation.

Part 2: Event staging and media work
The second part is devoted to the professional planning of events, media-appropriate staging, the essential success factors for planning, and tips & Tricks for the confident implementation and the cooperation with media representatives and bloggers / influencers.

Learning goals:

The main goal is: to mediate,
that brands are created in the unconscious of consumers and must be maintained.
That formal design is important, but strategy, psychology and brand experiences are crucial.

Lesson content:

The power of brands
What makes a strong brand?
Brand philosophy
Go for the WHY! (Meaning, attitude)
Differentiation (relevance vs. impact)
Branding from inside out (employee brand ambassador)
Risk of brand erosion (why)? Branding error!
Brand value (monetary vs. ideal) meaningful brands
Using specific cases: including UNIQA, A1, Verbund

The branding process
From insights to brand personality (possible routes)
Positioning vs. Consumer Experience (brand experience)
Consumer Journey & Touchpoints
More functional & emotional benefit
Brand pyramid, brand wheel, brand book
Phases, timing, effort, costs
On the basis of specific cases: among others Austrian Airlines, Manner, Marionnaud

Brand Psychology - Neuromarketing
trust & Quality. How are decisions made?
Critical insights from neuro-sciences (code management)
Practical Applications Limbic Map, Archetypes
CRM - more than a technical process
Based on specific cases: including hardware stores, Volkswagen, Mars, McDonald's

Brand design
Corporate & Brand Identity (behavior & design)
From vision (values), mission, to brand promise
Meaning of naming, logo, claim, color codes
Relevant brand communication derived from it
Using specific cases: including easybank, UNIQA, BAT

The advantages for you!

Practice-oriented - top topics - top speakers - part-time

Working with people from the field.
The speakers are all directly from the industry, work in managerial positions or are the company owners themselves.
Many of the lecturers are with the highest national and international awards.

No pure theoreticians with examples from textbooks - all case studies come directly from the real agency, advertising and marketing everyday life.

We create a direct industry insight - a great orientation for you as it actually is in reality.

Get involved in "how it really is"!

The training is part-time, takes 2 semesters and takes 120 hours per semester.
The attendance blocks are once a month on 3 days (Thu., Fri., Sat.).

The effort for self-study, outside of the lectures, is approx. 120 hours per semester.
Allow sufficient time for project and group work.

Degree:
Project work + oral exam + written exam
Certificate for / for Advertising specialist according to EN ISO / IEC 17024
The process for assigning training according to NQF-6 (Master or Bachelor) is currently running.

Info event: September 13, 2019, WIFI Salzburg
Training start: September 26, 2019, WIFI Salzburg

The appointments

The teaching subjects are timed to build on each other.

The speakers

the master class in advertising and market communication

Object:
Market research

Prof. Dr. Werner Beutelmeyer

market Institute for market, opinion and media research, Linz
Institute director and managing director
University of Salzburg, JKU Linz, University of Innsbruck

Items:
Event marketing and Public Relations

Mag. Martina Fleischer-Kücher

Brilliant Communications, Salzburg
Managing Partner

Object:
Media

Michael Himmer

GroupM Austria, Vienna
New Business Director
Austrian Chamber of Commerce, Professional Association for Advertising and Market Communication
Vice Chairman
Vienna Chamber of Commerce, Section for Advertising and Market Communication
Section committee member
Austrian Advertising Council
Group chairman

Object:
Concept ABC School Joke Oud & Brand strategy - part 1 + 2

Tom Jank

Tom Jank Network, Innsbruck
Creative Director
Tyrol Chamber of Commerce, Section for Advertising and Market Communication
chairman

Object:
AI Artificial Intelligence

Michael Katzlberger

Tunnel 23, Vienna
Creative Director, Managing Director

Object:
Brand strategy & -Psychology

Dr. Alfred Koblinger

until 2019: PKP BBDO, Vienna
Managing director
Dialog Marketing Association Austria
Co-Founder, Hall of Fame
4 x Cannes Lions winners
2 x Cannes Lions jury member, 1 x President Direct Lions jury

Object:
Identity & Gestaltung

Franz Lazarus

Lazarus Soulbrand, Graz
Creative Director, Managing Director
Design Austria
Board of Directors

Object:
Advertising psychology

Thomas May

Brand Strategist, Vienna
x-time Effie winner
the only Euro-Effie winner in Austria

Object:
Moving image / film

Stephanie Meisl, Bakk. Come, MACOM

C'Quence GmbH, Vienna / Paris
Managing Director, Director of Concept

Object:
Social Media

Mag. (FH) Thomas Meyer

Toman + Meyer, Vienna
Managing director
University of Applied Sciences Kufstein
Lektor

Object:
Online Marketing

Michael Mrazek

NCM.at Net Communication Management, Salzburg
Owner
University of Applied Sciences Puch Urstein
Lecturer
University of Applied Sciences Kufstein
Lecturer
Salzburg Chamber of Commerce, Section for Advertising and Market Communication
chairman

Object:
creativity techniques

Markus Niederschick

NW partner, Pressbaum
Managing director
Design Austria
Extended Board

Object:
Photography

Michael Preschl

Michael Preschl Photography, Salzburg
Photographer Masters, QAP
Master class photography, WIFI Salzburg
Course leader
Salzburg Chamber of Commerce, guild of professional photographers
committee member

Object:
Concept ABC School Joke Oud & Brand strategy - part 3 + 4

Mag. Gerda Reichl-Schebesta

TBWA, Vienna
Chief Creative Director
former CCA President
Clio Jury Member, Cannes Lions Jury Member
Initiator and lecturer, copywriting class Advertising Academy Vienna

Object:
Dialogue Marketing

Michael Straberger

straberger conversations, Vienna
Executive Partner
Dialog Marketing Association Austria
Board of Directors
Austrian Advertising Council
president

Items:
Expertise, Ethik, calculation and Photography

Dkkfm. Gregor Wimmer

HERZBLUAT Marketing- & Advertising agency, Salzburg
Managing director
Master class advertising & Market communication, WIFI Salzburg
Lecturer & Course leader
Master class photography, WIFI Salzburg
Lecturer

Object:
Text

Dkkff. Sabine Wolfram

NW partner, Baden near Vienna
Member of the management
Lower Austria Chamber of Commerce, Section for Advertising and Market Communication
committee member

Items:
Consulting & Consulting and Entrepreneurship

Ing.Claus Zerenko

Zerenko advertising agency, Linz
Managing director
Upper Austrian Chamber of Commerce, Section for Advertising and Market Communication
committee member

Voices for training

How is the feedback?

Mag. Markus Deutsch

Managing Director - Professional Association of Advertising & Market communication
Austrian Chamber of Commerce

With modern training to the top

The Advertising Association is emphasizing the importance of the new "Master Class Advertising & Market Communication ”at WIFI Salzburg.

This master class makes a valuable contribution to the quality of Austria as an educational and business location. The creative industries are a driver for innovation and digital technologies, so the demands on employees are very high. This new course at WIFI Salzburg combines the best career opportunities and personal development.

We know from our experience how important well-trained specialists are. There are many opportunities for employees in the advertising industry. The creative professions are changing rapidly, new technologies are turning the entire industry upside down. The Salzburg advertising and communication industry is opening up great career opportunities in promising and innovative areas. This training is perfect. The corresponding certification and inclusion in the NQF system are proof of quality. A big thank you to those responsible and good luck to the organizers as well as the speakers and students of this master class in Salzburg.

Mag. Angelika Sery-Froschauer

Vice President - Upper Austria Chamber of Commerce
Chairwoman - Professional Association of Advertising & Market communication
Austrian Chamber of Commerce

Dear Gregor,
I wish your “master class” project and you, good luck!

MMag. Christian Strasser

Head of Media Service, Salzburger Nachrichten,
former President of the Marketing Club Salzburg

Dear Gregor,
good luck with the master class!
The industry needs professionals.

Stefan seidl

Marketing Director EMEA
Palfinger Group, Salzburg

Dear Gregor,
the idea of ​​the master class sounds good.
I will be happy to recommend you.

CONTACT - Call us, write us a message, we are looking forward to meeting you:

HERZBLUAT
Marketing- & advertising agency
Michael-Walz-Gasse 20
A-5020 Salzburg, Austria

office@herzbluat.at

+43 6245 21864

Dkkfm. Gregor Wimmer advertising agency
VAT number: ATU57352377

CONTACT
Send us a message.

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