Daniel Novas.
Education

MSc and BSc, WU Vienna.

I earned both degrees while working.

1.3
MSc final grade, Austrian scale, where 1.0 is the highest grade
2026
I finished the MSc Marketing in June
2
Degrees from WU Vienna, plus one Erasmus semester at University College Dublin
Qualifications
MSc MarketingWU Vienna · 09/2024 – 06/2026
  • I focused on AI, SEO and data analysis
BSc International BusinessWU Vienna · 09/2019 – 06/2024
  • I specialised in cross-functional management, a blend of finance, management and marketing
Erasmus exchangeUniversity College Dublin · 01/2022 – 06/2022
  • I took courses in blockchain and cryptocurrencies, finance and marketing
Master’s thesis

Reevaluating Technology Ideologies

How Consumer Narratives about Humanoid Robots Challenge or Affirm Kozinets’ Ideological Field Model in an Accelerating Tech Era

WU Vienna, June 2026. Supervisor: Prof. Dr. Marius Lüdicke.

I ran 24 semi-structured in-depth interviews over February and March 2026.

The research did not stay in the drawer.

Student Talks 2026: Shaping the AI Era
WU Vienna, across the Business Communication, SIMC and Marketing master’s programmes.
Speakers and panel guests on stage after the panel discussion at Student Talks 2026: Shaping the AI Era, WU Vienna
Speakers and panel guests after the discussion. EY and Bitpanda backed the event, and both sent people to the panel alongside WU’s AI Competence Center.
Read the master’s thesis Reevaluating Technology Ideologies. WU Vienna, June 2026. 108 pages, 1.4 MB.

The same subject runs through an article I wrote that went into every Tesla service centre in Austria.

Bachelor’s thesis

How unconventional marketing can be successful

A Tesla case study

WU Vienna, January 2024. Examiner: Ass. Prof. Dr. Dieter Scharitzer.

I surveyed Tesla owners against a general population sample, ran qualitative expert interviews, analysed Elon Musk’s activity on X, and tried to put a number on what user-generated content was worth to the brand.

Two years later I was running five social channels for Tesla Club Austria with no paid budget. The thesis was not a coincidence.

Read the bachelor’s thesis A Tesla case study. WU Vienna, January 2024. 73 pages, 1.6 MB.