Digital Marketing & Sales Students Visit Dr. Oetker Austria Headquarters in Villach

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On April 23rd 2025, the inaugural class of the Digital Marketing & Sales (DMS) bachelor’s program at Carinthia University of Applied Sciences took part in an exciting excursion to the Dr. Oetker Austria headquarters, located in the heart of Villach. As part of their second semester, students had the unique opportunity to gain real-world insights into one of Austria’s most trusted and innovative food brands.

The group was welcomed by Markus Fritz, Digital Marketing and Sales Channel Manager and an alumnus of FH Kärnten’s International Business Management program, along with Christina Kastner, the Content Marketing Manager. Together, they offered an engaging and forward-looking presentation that bridged theory with practice.

Tradition Meets Innovation
The session began with an overview of Dr. Oetker’s long-standing legacy in the Austrian food market, followed by a look at how the brand has successfully adapted to a fast-evolving consumer landscape. A major highlight of the discussion was the company’s marketing roadmap, showcasing how AI is being leveraged to optimize campaigns, identify emerging trends, and measure performance across platforms.

From transforming the brand’s iconic pudding products to launching trend-driven innovations like their new Suprema pizza line, the speakers illustrated how Dr. Oetker balances heritage with modernization—remaining rooted in quality and tradition while constantly pushing forward through creativity and data-driven decision-making.

From the Test Kitchen to TikTok
Students also got a behind-the-scenes look at how the company utilizes trend forecasting and its test kitchen to stay ahead in the market—whether it’s perfecting existing recipes or developing entirely new ones, such as the highly popular Dubai chocolate.
Throughout the visit, students gained valuable exposure to how one of Austria’s leading food companies applies digital marketing and sales strategies in practice—from content creation and branding to performance measurement and product development.

A Taste of the Industry's Future
The excursion not only deepened the class’s understanding of key marketing principles but also provided firsthand insight into how innovation, tradition, and technology can work together to build and maintain a strong, trusted brand.
As the DMS program continues to grow, experiences like this highlight the program’s commitment to connecting classroom learning with real-world application—equipping students with the tools and inspiration needed to thrive in the modern digital economy.