1. DEPARTMENT FÜR MARKETING
DEPARTMENT OF MARKETING
Institut für Marketing-
Management
Institute for Marketing Management
UNIV.PROF. DR. MARTIN SCHREIER
T +43-1-313 36-4609/4682, F +43-1-313 36-90 732
Welthandelsplatz 1, Building D2, 1020 Vienna, Austria,
wu.ac.at/mm
Vienna, 31 January 2015
Letter of Recommendation for Ms Alessandra Margit Aschenberg
Institute for Marketing Management, Department of Marketing
To whom it may concern:
As part of her bachelors’ degree at WU, Ms Aschenberg completed the specialization
(“SBWL”) in Marketing, consisting of five courses (20 ECTS in total). In our teaching
activities, we aim to disseminate the latest theories of marketing with high practical
impact. After completing the first semester (Foundations of Marketing Management),
students are familiar with core concepts and techniques in marketing planning, new
product development strategies, marketing mix decisions, branding, and qualitative
and quantitative marketing research methods. In addition, students have learned
how to conduct statistical analyses using the software SPSS. The second semester
focuses on Applied Marketing Management. Students take an elective which typically
covers a “hot topic” in marketing (most recent topics include, for example, neuro-
marketing, social media marketing or open innovation in product design). Finally, in
accordance with our commitment to bring real-world matters into the classroom,
each student has contributed to a challenging marketing project. We regularly
conduct consulting projects in close cooperation with partners from industry (most
recent partners include, for example, Henkel CEE GmbH, Coca-Cola Hellenic Austria
or Kurt Frozen Yogurt).
Since applications for our courses exceed capacities, students are required to take
an entry test. Each semester, approximately only one out of three students who
apply is actually admitted. In fact, our program has one of the lowest acceptance
rates at WU and therefore, even an average performance at our institute exceeds
the performance of an average student at WU. Our students are a selected group of
students that have already proven their high intellectual potential and their genuine
interest in marketing.
Overall, our SBWL demands above-average analytical skills, commitment, effort, and
the ability to solve problems both independently and in a team. To complete the
program successfully, students must further convince us of their high reliability,
positive attitude and excellent oral and written communications skills. After
completing the program, students have engaged several times in project-based team
work.
Ms Aschenberg’s performance completely satisfied our requirements. More than that,
Ms Aschenberg stood out as one of the top students who completed the program

2. 2
with an average grade of 1.2 (grades are as follows: 1 = excellent, 2 = good, 3 =
satisfactory, 4 = sufficient). Therefore, we enthusiastically recommend Ms
Aschenberg for admission to any Master program in Marketing or related field or to
any marketing positions which require an excellent study success. Given Ms
Aschenberg’s outstanding analytical and creative skills, her high motivation and her
willingness to take the workload to succeed, we anticipate that she will be an
excellent choice.
We wish Ms Alessandra Margit Aschenberg all the best for her future career.
Kind regards,
Martin Schreier
(Professor of Marketing, Head of Institute)