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Institute
Die Integration von KI-gestützten Programmiertools wie GitHub Copilot könnte die traditionelle Softwareentwicklungsausbildung revolutionieren. Diese innovativen Werkzeuge helfen nicht nur, den Fachkräftemangel in der IT-Branche zu bekämpfen, sondern haben auch das Potenzial, den Bildungsprozess erheblich zu verbessern. Sie erleichtern den Zugang zu Lernressourcen und steigern die Lerneffizienz durch personalisierte und interaktive Inhalte. Das führt zu einer besseren Wissensvermittlung und hilft, die Lücke zwischen der Nachfrage nach hoch qualifizierten IT-Fachkräften und dem aktuellen Bildungsangebot zu schließen. Durch kontinuierliches Echtzeit-Feedback, maßgeschneiderte Lerninhalte und praktische Übungen können Lernende mit KI-gestützten Tools schneller Fortschritte machen und ein tieferes Verständnis sowie eine breitere Wissensbasis aufbauen. Besonders Anfänger profitieren von Funktionen wie automatischer Fehlererkennung, kontextbezogenen Hinweisen und modellbasierten Codevorschlägen. Ein weiterer wichtiger Aspekt ist die Förderung von kollaborativem Lernen und Wissensaustausch. KI-Assistenten können als Partner fungieren und eine dynamische Lernumgebung schaffen, in der Entwickler gemeinsam an Projekten arbeiten, Ideen austauschen und voneinander lernen können. Durch eine sorgfältige Untersuchung und Optimierung der Schnittstellen zwischen menschlichen Entwicklern und KI-gestützten Tools kann deren Effektivität maximiert und sichergestellt werden, dass sie ethischen und pädagogischen Standards gerecht werden. Die erfolgreiche Integration von künstlicher Intelligenz in den Ausbildungsprozess von Softwareentwicklern könnte eine neue Generation von Entwicklern hervorbringen, die nicht nur technisches Fachwissen besitzen, sondern auch innovative Lösungen schaffen, die aktuellen und zukünftigen Anforderungen gerecht werden. Durch die Anwendung von KI-gestützten Lernmethoden würden sie kontinuierlich lernen und sich an neue Technologien und Herausforderungen anpassen. Das Ziel dieser Arbeit ist es, die Effektivität der Nutzung dieser Tools in der Lehre zu steigern, um den Lernprozess von Softwareentwicklern zu verbessern und den Einstieg in die Entwicklung zu erleichtern. Damit wollen wir dem Fachkräftemangel in der IT-Branche entgegenwirken. Angesichts der schnellen Digitalisierung und der stetig wachsenden Nachfrage nach qualifizierten Softwareentwicklern ist diese Entwicklung besonders wichtig.
Appropriately addressing qualified graduates and young professionals of Generation Z and retaining them is a vital competitive advantage of personnel intensive organizations. Due to demographic change and the declining attractiveness of the financial sector, it is becoming increasingly difficult for financial institutions to attract these urgently needed young professionals. This thesis therefore addresses the composition of an employer branding concept for Steiermärkische Bank und Sparkassen AG. The concept focuses in particular on social media communication for Generation Z. The theory part discusses the generations, with a special focus on external employer branding communication for Generation Z. This is followed by a presentation of social media employer branding communication for Generation Z, and a discussion of the general fundamentals of an employer branding concept. Various arguments for a digitally based social media employer branding concept for Generation Z are outlined. In addition, Generation Z is specifically addressed as workforce in the banking sector. In the practical part, social media communication measures of Steiermärkische Bank und Sparkassen AG are analyzed. Moreover, a primary scientific study delivered valuable insights into the employer preferences, the perception, as well as the communication behavior of Generation Z. The findings from literature and the individual analyses have formed the basis for a unified communication concept. Besides concrete measures, the concept also contains recommendations for implementation and monitoring. Ultimately, the concept is intended to support Steiermärkische Bank und Sparkassen AG in presenting itself as an attractive employer for Generation Z on social media.
This master’s thesis deals with the development of a social media marketing concept for Vossen in order to increase Vossen’s brand awareness and online-turnover in the United Kingdom. The first chapter describes the characteristics of the home-textile industry by giving insights into the market size and trends.Afterwards, the customer journey is at the centre of the focus. Within this chapter,the term is defined, several customer journey models are presented, and theprocess of customer journey mapping is described. Subsequently, social media marketing is explained in detail. The chapter starts with the definition of social media and social media marketing, provides an overview of the most important objectives that can be achieved with social media marketing and clarifies the importance of content marketing within social media. Afterwards, the different kinds of social media channels such as social networks, media sharing platforms and blogs are explained, and channel selection criteria are presented. The chapter also provides a few insights into social media marketing in the UK and highlights the role of social media within the customer journey. Finally, the challenges and limitations and the controlling of social media activities conclude this chapter.The final chapter within the theoretical part of this thesis is the basis for the socialmedia marketing concept. It explains the most important elements of the analysisof the initial situation, deepens the understanding of social media objectives andexplains the analysis of the target group. Based on this knowledge, strategicdecisions are made, and the action plan is created. The required budget iscalculated based on the measures defined in the action plan and finally, controllingmeasures are implemented to control the success of the company’s social mediaactivities. The practical part starts with the analysis of the initial situation and a qualitative research where the author conducted interviews with 15 experts. Based on these insights and the author’s theoretical knowledge, the social media marketingconcept for Vossen was created.
The world is constantly changing. Companies are forced to be innovative in order to keep up with this continuous evolution and to satisfy customers. AVL List GmbH recognized their customer’s needs and developed a radical innovation. The core business of the company, which operates within the B2B automotive industry, are engine test beds. In order to support the sales of those test beds, AVL invented AVL VR Technology™. It is a radical innovation which allows former 2D plans of a product to be shown in a virtual world. However, the technology as well as the related process is new to this market. Thus, the company does not know how much the customers are willing to pay for the added value of virtual reality. From AVL’s point of view, the project should at least finance itself. Therefore, the aim of the master thesis is the assessment of the customers’ willingness to pay for AVL VR Technology™. This process involves several steps including the measurement of preferences. The result is a customer value map. It depicts the offers of the three main competitors, as well as AVL’s own offer with and without AVL VR Technology™. By means of this map it is possible to identify how much more the customers are willing to pay for the added value of virtual reality. The results of the customer survey indicate a relative quality difference of around 10 percent to the benefit of AVL VR Technology™. Thus, customers perceive a better quality due to the added value of virtual reality. This has an impact on the pricing as well. By means of customer value map it is clearly recognizable that the customers’ willingness to pay for the offer with AVL VR Technology™ increases around 30 percent compared to AVL’s basic offer. Based on those results, three possible price options are determined and discussed. Due to the recommended price structure the company goals can be achieved, and are compliant with the price framework. Furthermore, it is suggested to monitor the three stated KPIs in order to observe the success of AVL VR Technology™ closely.
In times of shortages of qualified and skilled employees, companies are required to position themselves attractively on the labour market in order to address relevant talents. Especially, when it comes to technical key positions, companies are experiencing a major challenge. The eagerness of today’s employees to build resumes and their confidence in their abilities lead to the situation of having applicants choosing their employer instead of vice versa. The increasing level of competition among companies results in the necessity of branding not only the company and its products and services but also the firm as an employer. Energie Steiermark AG is among Austria’s biggest energy and service suppliers and finds itself right in the middle of the war for talents. Hence, the business decided to set a focus on the elaboration of an employer brand and the attractive positioning of the company on the labour market. In order to do so, Energie Steiermark AG needs an employer branding concept with a clearly defined employer value proposition. Hence, the objectives of this thesis are to develop an employer branding concept for Energie Steiermark AG and to recommend target-group oriented measures. The first part of this thesis provides the theoretical base for the development of an employer branding concept and discusses relevant terms, different models and strategies. In order to develop an employer branding concept addressing the company’s proposed target group, a quantitative online questionnaire was conducted. It was aimed to investigate in the target groups expectations regarding employer attributes as well as their preferred channels for information-seeking activities. Within the practical section, the focus was set on the development of the employer branding concept for Energie Steiermark AG. Relevant recommendations for action and measures to strengthen their position as a preferred employer are proposed. Hence, strategic, internal and external measures are provided in order to increase the number of qualitative and initiative applications. The results lead to the assumption that Energie Steiermark AG satisfies all relevant desires of its target group concerning employer attributes and is therefore, situated well for the elaboration of an attractive employer brand.
Contentpepper was founded in 2013 in Germany. Initially, it was dedicated to the digital transformation of publishing houses; however, their focus changed in 2016 when they developed the Contentpepper software as a multi-channel publishing platform. This software evolved into a digital experience platform, and currently, Contentpepper is implementing a Software as a Service (SaaS) realization of this application. Until now, Contentpepper has been operating exclusively in German-speaking countries, but now they are looking to expand their market. This master thesis presents the first steps for Contentpepper’s entry into the English-speaking market by elaborating a market entry concept for the United Kingdom (UK), planned for 2021. This thesis is divided into two parts: theoretical fundamentals and their practical application. The first part offers a theoretical basis for the internationalization of a business-to-business (B2B) service company, the main characteristics of the SaaS industry, and the different elements that build a market entry concept. This last part includes the theoretical context for the internal and external analysis, selection of the market entry mode, and international marketing strategy. The practical part represents an empirical application based on the outcome of the theoretical part, a primary market research and a detailed market entry concept, with a focus on the promotion strategy. The market research is of qualitative nature; fifteen interviews were conducted to understand the British SaaS industry and to gain insights from experts and professionals of this industry about how to enter this market. The information obtained from this research, in combination with an analysis of the industry, the firm and its capabilities, build the basis for the development of the market entry concept. The practical application includes a detailed selection process for the market entry mode, recommended actions for entering the market, a promotion strategy and a full action plan from December 2020 to December 2021. Additionally, this thesis presents a budget for the described market entry, and recommendations to control the process and to measure the success of the market entry.
Brand identity concept with focus on external implementation using the example Commend International
(2019)
The present Master Thesis deals with the development of a brand identity concept and a guideline for the external brand identity implementation for the market-leading telecommunication company Commend International GmbH, based in Salzburg, Austria. The aim of the company is to get a clearly stated brand identity based on the perception of the strongest corporate markets Austria, Germany and United Kingdom. A sub goal is to anchor this brand identity in the minds of existing and new customers. The aim of the Master Thesis is to develop this brand identity as well as an external implementation guideline. The present work is divided into three segments. The first segment presents the initial situation, the problems and challenges, the goals and the literary frame of reference of the work. The second segment is the theoretical background of the work. It provides the basis for the third, practical part and focuses on brand management, brand identity and external communication. Here, the terminology is defined, the high-tech sector is presented, and the effects and challenges of international identity-based brand management are presented. The third chapter deals with the presentation of relevant brand identity approaches, the critical comparison of these and the decision for the most suitable concept for the further course of the present work. External communications and brand controlling are presented and discussed in the last chapters of the theoretical part. After a detailed analysis of the global intercom market and the initial situation, the conducted market research is presented in the practical section. Taking the re-search results into account, an identity-based brand steering wheel was developed in a joint workshop with the company management and the author of the present work. The way in which this developed brand identity can be implemented and controlled across selected communication channels, is finally presented in the external communication guideline as practical recommendations for Commend International’s management.
Today’s fashion e-commerce is becoming increasingly challenging, due to online
pure players and international fashion brands that dominate the market. This situation
is further intensified by the changing consumer behavior, as fashion customers interact with brands through myriad touchpoints and demand an individual address. Therefore, it is not sufficient anymore to distinguish from competition through quality or price – a greater differentiator is needed nowadays. Customer experience management is seen as the future key to customers, as the approach’s aim is it to provide emotional and personalized shopping experiences at single touchpoints and throughout the entire customer journey.To obtain a comprehensive knowledge of how to create holistic online customer experiences in online fashion retail, insights into the market’s specific characteristics and future developments are given first. After investigating the online fashion consumer behavior, the online customer experience construct is presented. This includes various dimensions by which experiences can be created, as well as digital touchpoint and journey analysis. Based on this input, the theoretical part cumulates in an online customer experience concept for international fashion retailers. In the practical part, this concept is applied on the example of HUMANIC. The Austrian footwear retailer is lacking knowledge about how to create seamless online customer experiences in its target markets Austria and Czech Republic. Therefore, a qualitative market research was conducted. The interviews with Austrian and Czech online customers disclosed the critical experience requirements towards the digital touchpoints and revealed the homogeneity of both markets. Based on these findings, the elaboration of HUMANIC’s concept was possible, which is tailored to the persona-specific requirements. Although theory presented numerous experience
creating factors, both cultures can be addressed best with sensory and affective factors, such as multisensory and emotionalized inspirations. Moreover, HUMANIC online customers seem to be highly utilitarian driven. Convenience and the ease of use throughout the entire shopping journey is the key and is therefore a crucial prerequisite for increased experiences. Based on these insights, measures of how to optimize the brand’s digital touchpoints are derived, by which a personaspecific addressing is fostered. This elaborated online customer experience concept makes an essential contribution to the creation of holistic and customer-centered online customer experiences with the brand HUMANIC – the key to customers in this highly competitive market environment.
B2B Costumer Experience
(2019)
ANDRITZ AG is an international technology group providing plants, systems, equipment, and services for various industries. The company is one of the globalmarket leaders in the hydropower business, the pulp and paper industry, the metalworking and steel industries, and in solid/liquid separation in the municipal and industrial segments. The market ANDRITZ AG is operating in is a highly competitive, fragmented and mature market. As business-to-business customers start demanding a better experience, leading companies increasingly put customer experience at the heart of their strategies. In order to make buying for customers easier and create unique customer experiences, marketers need to understand the customers’ purchase journey and identify the most significant customer challenges at each touchpoint throughout their path-topurchase. Touchpoints are the moments of truth: whether customers buy as well as whether they will be loyal is decided at the touchpoints of a company. For this reason, the Pumps division of ANDRITZ AG aims to identify and evaluate the for customers relevant touchpoints, to be able to optimize marketing resource allocation per touchpoint and improve touchpoint effectiveness, to ultimately increase the number of new customers. For this purpose, within the framework of this thesis a touchpoint evaluation tool is developed to provide the ANDRITZ AG Pumps division with a touchpoint evaluation from the customer perspective, allowing to derive action recommendations for the future management of the touchpoints identified. For the evaluation of touchpoints, at least four dimensions need to be examined from the customer point of view: touchpoint awareness, touchpoint importance, touchpoint quality and the touchpoint impact on decision-making. As a basis for the touchpoint evaluation, a primary research was conducted directly involving customers, to find out how they perceive selected touchpoints which were identified in an internal analysis before. As a result, it turned out that the contact to sales representatives is the most important touchpoint and critical moment of truthregarding its influence on purchase decisions throughout all phases of the examinedindustrial customer journey. As personal contact is key, the development of the sales and service team is therefore a critical success factor for the creation of a unique customer experience along industrial customers’ path-to-purchase. As other important touchpoints were mainly online touchpoints, investments in the optimization of the company’s online presence are furthermore suggested.
This thesis aims to elaborate the topic internal compliance communication in a multicultural environment. The purpose of the thesis is to develop an internal compliance communication concept for the Austrian based company Energie Steiermark AG, as well as recommendations for action for the implementation of the concept in its foreign entities in Slovakia and the Czech Republic. The findings of an extensive literature research were challenged by an empirical study to provide the company with a concept based on a holistic set of data. Accordingly, the theoretical part of this thesis contains fundamental information regarding the sustainable integration of internal compliance communication in multinational corporations (MNC) operating business in Central and Eastern European (CEE) countries. Emphasis is placed on the recommendations of national (IDW PS 980) and international (ISO 19600) compliance management standards (CMS). In addition, the correlation of internal compliance communication and corporate culture has been elaborated to achieve internal commitment regarding compliance matters. Based on chapter 2 Compliance management and chapter 3 multicultural internal communication, a theoretically valid internal compliance communication concept has been developed in chapter 4 as a basis for the empiricism. In the practical part, the theoretical findings were amended by insights of experts of Austrian stock-listed industry companies and adapted to the requirements of Energie Steiermark AG. Based on the qualitative study, essential insights into the development and decision-making process of internal compliance communication have been gained and used to establish the concept. The developed framework consists of seven phases elaborated in chapter 8, namely situational analysis, objectives, target audience segmentation, strategy development, positioning, selection of operational measures and controlling. The chapter provides a detailed decision framework for each phase, and applies the concept in the case of Energie Steiermark AG. In chapter 9, the concept is adapted to the foreign entities situated in Slovakia and the Czech Republic. For that purpose, country and culture-specific recommendations for action that must be considered in each phase of the conception are provided.
