The Business Core modules cover vital economic and business administration expertise alongside up-to-date management and leadership tools and techniques. The Specialization modules allow participants to gain profound knowledge, expertise and competencies in a chosen function or industry.
Below, please find an overview of all modules taught during the MBA. Click on the module names for detailed content information.
Nature of brands and their importance in a global marketing environment; successful brand management and diversification of existing brands; development of integrated marketing communication strategies and their effective performance analysis; and interface management with communication professionals balancing ideas and marketing budgets.
Sources, strengths and weaknesses of various marketing and sales metrics, different methods of marketing audits, customer and brand equity measurements, design of a relevant metrics dashboard, latest developments in marketing and sales management control, key concepts in pricing at a strategic level, competitive strategy and effective pricing.
Successful customer relationship management through strategic sales management, pros and cons of various sales compensation and expense systems, sales planning including forecasting, budgeting and sales territory management, individual and corporate sales. Strategic value of key account management and the role of information technology (CRM/SFA) with key accounts.
Distribution channel management including appropriate channel and partner selection, successful governance mechanisms for managing marketing channels, logistics and supply chain management in the wider business environment.
Identification and analysis of personal negotiation and selling skills in an international marketing arena, specifics of internal and external personal communication as a leader in marketing and sales.
The world of marketing and sales is changing rapidly. Here, students reflect on innovative ideas and current issues brought to the lab days. Hot topics in marketing and sales such as neuromarketing, global crisis communication or trend spotting are introduced in this setting as well as other topics that are tailored to the individual requests of each class.
At the end of the MBA program, students have to write a master thesis in order to receive the academic degree of Master of Business Administration (MBA). The intention of the master thesis is to guarantee that the graduate of the MBA program is able to write scientific papers on his or her own.