Strategic management is highly relevant for companies and organizations due to digitalization, ecological and social crises, increasing competitive pressure, the dynamics and networking of markets, and the challenges associated with globalization. Strategic management is more important than ever before if companies are to be able to identify opportunities for threats in the thicket of this complexity and uncertainty. In the strategic part of the Minor, therefore, current strategic knowledge is imparted, discussed and contextual thinking is encouraged. This lays the foundation for looking through the thicket of complexity, recognizing new strategically relevant developments in time, evaluating them correctly and making them useful for the company. The Major builds on the Minor and aims to deepen and apply what has been learned in practical projects, develop problem-solving skills and promote creative and critical thinking. In addition, the knowledge gained in scientific work is deepened, its significance for management practice is conveyed and at the same time the necessary skills and competencies for writing a bachelor thesis are developed.

Market-oriented management deals with the market-oriented management of companies. It derives from the logic that a company's (potential) customers are the reason for its existence and must therefore be placed at the center of business considerations. At the strategic level, there are numerous interfaces to strategic management, which is the reason for the present study program. In the market-oriented part of the minor, students receive a basic overview of the necessary instruments of market-oriented management and their interrelationships, whereby the aspect of application orientation is always in the foreground. The market-oriented part of the Major builds on the Minor and aims to deepen the acquired knowledge in practical projects and to apply it in the context of real projects. On the other hand, however, the bachelor's thesis will deepen theories and research approaches in order to strengthen the link between marketing theory, marketing research and practice-oriented solutions.

The skills learned in this major can be applied in many ways in professional life. Accordingly, there is a wide range of potential professional fields such as marketing, sales, key account management, product management. Market research, corporate strategy, strategic communication & social media, customer relationship management, customer consulting in advertising agencies, entrepreneurship, management assistance, consulting & training and business development.

The following is an overview of the courses offered in the Major and Minor.

All courses are based on theoretical, empirical and practical aspects. They are research-led, practice-oriented and are based on the current international state of the art.

Major "Strategic and Market-oriented Management

The major comprises a total of 14 semester hours (24 ECTS) and consists of six courses and the written subject examination. In addition, a Bachelor's seminar is offered in which you develop your Bachelor's thesis step by step.

Please note that some courses build on each other and therefore a mixture of strategy oriented and marketing oriented courses is not possible. This concerns the following seminars:

•     SE Strategic and Market-oriented Management in Practice
•     SE Strategic and Market-oriented Management: Research & Theory
•     Bachelor's Seminar Strategic and Market-oriented Management

You decide - depending on your preferences - whether you want to focus more on strategic management or market-oriented management. Therefore, please only attend events offered either by the Institute of Strategic Management or the Institute of Retailing, Sales and Marketing. This decision also determines the institute where your bachelor thesis will be supervised.

Minor "Strategic and Market-oriented Management

You can also select "Strategic and Market-oriented Management" as a minor. This covers 8 semester hours and consists of two basic and two advanced courses.