Main Content

Core Area "Market-oriented Management"

Short Profile of the Specialisation

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 such as digitisation and globalisation from a market-oriented perspective and to successfully align a company with particular consideration for customers and competitors. This includes aspects of

• Strategic management (designing corporate and competition strategies in volatile environments)
• Marketing (designing marketing strategies, branding and efficient consumer response in global competition)
• Supply chain management (developing logistical processes in a global business)
• Market-oriented innovation management (developing and marketing new products and services)
• Intercultural management (managing employees and business units in different cultural contexts)

Learning Goals

Students concentrating on "Market-oriented Management" will learn about the challenges that companies are confronted with in 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 globalisation 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, innovation management and intercultural management. The combination of academic and practical perspectives is rounded by regular presentations by experts from major German companies such as Bayer, BMW, Bosch, Daimler, Fraport, Lufthansa, Merck 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 specialisation in "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 an eye on career opportunities. Specific fields of work include management consulting, corporate development, market research, work for logistical service providers, the advertising industry, and media and communications companies.