Project marketing in the cultural heritage domain is a very current and relevant topic. Being heard, seen and acknowledged in the appropriate community is not only important for the success of the current project, but also for being able to secure funding for future projects. Appropriate marketing will also help to avoid that months of hard work will go unnoticed because the target group did not know about the existence of the project. The goal of this thesis is to create a marketing concept for the Virtual Museum of the University of Graz, which portrays the importance of targeted project marketing in the cultural heritage domain. It will also take into account the opportunities that social media marketing holds for projects in the cultural heritage domain. First, a general introduction into the project organization is given, by describing goals and tasks of project management and also presenting important tools. The following chapter deals with the main topic of the thesis, project marketing. It describes the need for marketing as risk management in projects, introduces the marketing phases, and explains strategic and operative marketing planning. The importance of an environmental analysis with the included stakeholder analysis is also presented in this chapter, as well as how a marketing concept in general is developed. Differences between goals for internal and external project marketing are presented as well. Last but not least, the role social media plays in marketing is discussed, making a case for the importance to exploit its full potential in the cultural heritage domain. In the third chapter, a theoretical marketing concept for the Virtual Museum of the University of Graz is being developed and the LoCloud marketing concept is analyzed. As a final step, the two projects are being compared and contrasted, in order to see overlaps and differences in the marketing plans.