A successful practical dialogue at CAMPUS 02 University of Applied Sciences offers valuable insights into the future of marketing and sales 

On 8 April 2025, a special kind of themed evening took place at CAMPUS 02 University of Applied Sciences in Graz. Under the motto ‘Mirror, mirror on the wall: these trends will be relevant tomorrow’, the students of the part-time Bachelor's degree programme in Marketing & Sales invited guests to an exciting practical dialogue. Three high-calibre speakers provided insights into current developments and future challenges that will shape marketing and sales - with a clear view of what companies can expect in the future.

Global trends and their impact on domestic companies 

Gabi Lechner, Vice President of the Chamber of Commerce, kicked things off with a comprehensive overview of global economic changes. She spoke openly about the challenges facing Europe - including the tense situation in the automotive industry, geopolitical uncertainties and trade conflicts. She particularly emphasised the shift of economic power centres to Asia and called for more willingness to innovate in Austria: ‘Austria is one of the laggards in many areas,’ said Lechner. She sees hope in the country's early involvement in the field of GreenTech - an area with great potential for the future. Authentic content for a new generation 

In the second presentation, Cornelia Morgen from the management consultancy einsnullneun focussed on the needs and expectations of Generations Z and Alpha. Their clear message: authenticity beats perfection. In an era in which artificial intelligence generates perfect content within seconds, real stories and tangible identities are crucial for brand success. Morgen used practical examples to show how companies need to rethink their content strategies in order to reach young target groups. 

Performance meets personality 

Dominik Jöbstl from Conversion Club concluded the event with an exciting perspective on the interplay between performance marketing and branding. He emphasised the opportunities that predictive analytics offers for a targeted customer approach - for example through weather-dependent advertising. At the same time, he emphasised that the human component should not be lost despite the focus on data. ‘Human branding’ is the key to building a strong emotional bond with the brand, even in the digital age. 

Conclusion: The future starts with knowledge