Academic Program Curriculum
The study emphasis Entrepreneurship and Management begins with start-up processes from the perspective of entrepreneurs and conveys in a compact way in-depth knowledge for the development of new business fundamentals. Secondly, the perspective of regional start-up landscapes is referred to (so-called startup ecosystems) in order to get to know all groups of players relevant for start-ups and to understand their interaction. This is intended to convey an understanding of the system. The basics will impart a strong application-oriented approach and are largely based on independent work in small groups. In addition, seminars are offered that encourage research knowledge and prepare students for their master's thesis.
Marketing consists of three parts: brand management, digital marketing and consumer behavior.
- Brand Management: The focal point of the brand management area is the identity-based brand management approach. This approach sees brand identity as the key factor in making a brand authentic and sustainably differentiated.
- Digital Marketing: The field of Digital Marketing highlights marketing decisions, taking into account the continuous changes in the corporate environment caused by digital technologies. This includes, on the one hand, the application of concepts and methods in dealing with strategic decision areas, such as the revision of traditional business models, and on the other hand, an overview of digital marketing tools.
- Consumer Behavior: The focus on consumer behavior includes a comprehensive overview of concepts and methods to understand consumer behavior, to analyze it and apply it to marketing issues. In addition, the basics of empirical-experimental work are taught.
Multinational businesses control and coordinate complex value chains across different economies and institutional environments. Questions about how companies adapt their strategies and structures in order to meet the challenges of an unsafe environment and what consequences their actions have on their respective countries of origin and destination are the focus of International Management.
The special research profile in the field of finance lies in the areas of empirical financial market research, financial analysis and portfolio management as well as selected issues of banking management.
The focus will be on current issues in the application of complex IFRSs; on the other hand, the effects of external accounting will be highlighted. Particular emphasis is placed on the independent analysis of data and the relevant literature in individual and group work as well as the presentation of the results obtained.
The core element of business taxation is the analysis of the effects of taxation on economic decisions. The research focuses on selected areas of tax effects, tax planning and tax law design. In view of the global opening of the markets and the transgression of national borders, the effects of international tax law and national tax laws on the investment and financing activities of multinational companies are also analyzed.
For this area, the combination of tax-consulting and auditing professions adds the placement of application-related knowledge of the company's audit system.
The emphasis on logistics deals with the design, organization and operation of internal and external goods and information flow systems as well as traffic systems. In addition, the focus is on issues related to the provision of the necessary infrastructure for the efficient handling of logistical tasks.
The necessary tools for this include a broad spectrum of management-oriented approaches, theories and analytical-quantitative methods.
The students learn basic theoretical concepts in the field of innovation economics and gain insights into the field of innovation governance. To this end, some formal models and tools of network analysis are introduced that enhance the understanding of innovation-driven economic change. In addition, behavioral science aspects are introduced to highlight the role of human cognition in the generation process of news. A historical perspective should improve the understanding of long-term economic change.