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Market-oriented Management

Short Profile of the Focus Area

A characteristic feature of today's world is that industries and regions are becoming increasingly interconnected. This poses new challenges for companies and especially for corporate management. Companies are confronted with an increasingly complex and volatile environment, as well as the need to survive in global competition. By concentrating on "Market-oriented Management", you will learn to deal with current challenges in corporate management from a market-oriented perspective and to successfully align a company with particular consideration for customers and competitors. This includes aspects of

  • strategic management (how to align your company for the challenges of the future in a volatile environment?);
  • marketing (how to ensure that your products and services will have lasting success in the market?);
  • supply chain management (how to structure cooperation within your network of partners?); and
  • entrepreneurship (how to shape and change markets?).

Qualification Objective

Students concentrating on "Market-oriented Management" will learn about the challenges that companies are confronted with within their markets. They acquire tools and techniques for aligning companies in a successful and sustainable fashion, changing markets and designing external value-added networks. The challenges of globalization and digitisation, which have affected all markets, play an important role in this regard. Specifically, students are taught technical skills in the fields of strategic management, marketing management, supply chain management and entrepreneurship. The combination of academic and practical perspectives is rounded by regular presentations by experts from major German companies such as Bayer, BMW, Bosch, Daimler, Lufthansa, Fraport and SAP, international companies such as Google and CSL Behring, as well as innovative small and medium-sized companies such as Roth Industries, Viessmann, Hübner and Stihl.

Career Perspectives

As a graduate with a focus on "Market-oriented Management", you will be prepared to work in corporate management in an advisory and creative capacity. You will have the know-how to face new, complex challenges and develop concrete target-group-oriented solutions. As you progress through the programme, we will keep career opportunities in mind. Specific fields of work include management consulting, corporate development, market research, work for logistical service providers, the advertising industry, and media and communications companies.