MasterstudiumInternational Marketing Management
Infoblatt StudiengangFH OÖ Info-BroschüreCurriculum part-time
| Module | Semester | |||
| 1. | 2. | 3. | 4. | |
| Critical/Analytical Thinking | ECTS-Punkte | |||
| Critical-Analytical Thinking - CAT | - | 3 | 2 | - |
| Master Thesis - MAT | - | - | 4 | 24 |
| General Management | ECTS-Punkte | |||
| Applied Information Technology - AIT | - | 3 | 3 | - |
| Company Projects - CPR | - | - | 9 | - |
| Finance and Controlling - FIN | 10 | 4 | - | - |
| International Law - LAW | - | 4 | 2 | - |
| Obligatory Selected Course - OSC | - | - | - | 6 |
| Strategy and Marketing - STM | 9 | 8 | - | - |
| Leadership | ECTS-Punkte | |||
| Culture and Leadership - CUL | 4 | 4 | 6 | - |
| English - ENG | 7 | 4 | 4 | - |
Modul
Kompetenzerwerb
The graduate is enabled to think and reflect in a (self)critical way, to respect complexity of economic patterns and the limited ability to analyze and understand them; nevertheless to handle and reduce this complexity and to derive understandable strategies and proce-dures; she/he is trained in and prefers a as-well-as-thinking com-pared to an either-or-thinking taking into consideration the advan-tages and disadvantages of possible solutions, ways, and results. Although confronted with a complex task she/he can present and argue her/his recommendations in an understandable way.
Lehrveranstaltungen
Critical/Analytical Thinking 1 - CT1
Semester:
2.Semester
Typ:
Seminar / Pflicht
ECTS-Punkte:
3
Prüfungsart:
Immanente Beurteilung
Inhalte:
Handling Complexity within the Internal and the External World; getting used to Speed of Change and discontinuous developments, radical breakpoints and change;
Getting a realistic view of ones own ideas and the ideas of others; combining it with the ability for enthusiasm and visionary thinking;
learning how to dislearn and to give up traditional and common ways of thinking and problem solving; identifying thinking heuris-tics and their usefulness.
Critical/Analytical Thinking 2 - CT2
Semester:
3.Semester
Typ:
Seminar / Pflicht
ECTS-Punkte:
2
Prüfungsart:
Immanente Beurteilung
Inhalte:
Identifying the relevant/useful and sorting out the irrele-vant/useless; learning under which circumstances to act carefully and under which rather quick and dirty, resp. short and simple.
Critical Thinking; Recognizing Advantages and Disadvantages, Opportunities and Threads of methods, ideas and processes; Get-ting familiar with Objectivity and Impartiality.
The Realistic and the Constructivistic Paradigm; The terms Viabil-ity vs. Objective Knowledge; The Inside-Out, the Outside-In-Perspective and the independent Observer in Research and Econ-omy.
Modul
Kompetenzerwerb
The graduate is qualified to draw up a master thesis considering the state-of-the-art of the respective field of research and business and aspects of the philosophy of science, esp. Marketing Theory.
Lehrveranstaltungen
Master Thesis 1 - MT1
Semester:
3.Semester
Typ:
Seminar / Pflicht
ECTS-Punkte:
4
Prüfungsart:
Immanente Beurteilung
Inhalte:
Accompanying the Starting Process of the Master Thesis: What is Scientific Work; How to find a topic, that is worth a master thesis; how to structure the process and find a line of arguments; finding a research question; studying books and papers; theoretical and empirical contributions within a master thesis; formatting a master thesis.
Master Thesis 2 - MT2
Semester:
4.Semester
Typ:
Individualtraining / Pflicht
ECTS-Punkte:
24
Prüfungsart:
Mündliche oder Schriftliche Prüfung
Inhalte:
Master Thesis dealing with a job-relevant problem
Modul
Kompetenzerwerb
The graduate is empowered to use modern communication and information technology in a threefold way: firstly, to use these techniques for retaining and recovering profitable customers and to appeal to new customers; secondly, to organize himself and develop his own knowledge independently and beyond the scope of what she/he learned during her/his studies; thirdly to steer distributed, mobile, international teams.
She/he is trained in achieving business goals by evaluating techni-cal opportunities in basically three categories: unnecessary; coming soon but still to be matured for use; important and to strive for - taking international legal and ethical considerations into account.
Lehrveranstaltungen
Information Technology 1 - IT1
Semester:
2.Semester
Typ:
Integrierte Lehrveranstaltung / Pflicht
ECTS-Punkte:
3
Prüfungsart:
Immanente Beurteilung
Inhalte:
The Pull-Side on Information Technology for Customers: Giving Support to Customers´ Convenience Needs, Information Needs, Entertainment Needs, and Risk Reduction Needs by using tech-nologies like websites, dialogue and/or multiple techniques (tele-phone marketing, web-technology, DRTV, DRR), sales automa-tion, and CRM-techniques to continuously improve the knowledge and understanding of customers´ needs, wants, life cycle stages and satisfaction stages. How to produce better instead of more informa-tion for customers; skills on identifying proven state-of-the-art-technology to avoid customer frustration.
The Push-Side on Information Technology for Customers: using a customer database for identifying profitable customers; data min-ing and customer tracking tools; special toolkits for mass markets, B2B applications, anti-churn programs; lock-in-methods; m-commerce and e-mail-Marketing.
How to balance the Pull- and the Push-Side; Ethical and legal as-pects; Strategic decision making concerning standardisation versus customisation. The upstream impact resulting from these basic decisions.
Information Technology 2 - IT2
Semester:
3.Semester
Typ:
Integrierte Lehrveranstaltung / Pflicht
ECTS-Punkte:
3
Prüfungsart:
Immanente Beurteilung
Inhalte:
Using communication technology (telephone, cell phone) and information technology (laptops, computer networks, PDAs; wearable Data Sources) for personal purposes: Personal Knowl-edge Organization, Resource Discovery and Utilization.
Organizing distributed mobile, international teams: Mobile Office; teaming-up online, long distance team steering; MS Outlook; shar-ing information and resources within a project using platforms, intranets, discussion groups and online meetings; Conference Calls and Video Conferences; reliable processes in back- and forwarding documents, schedules, management decisions, market data; gaining business advantage by targeted deployment of networking teams; general understanding on Digital Rights, Digital Assets and Digital Convergence.
Modul
Kompetenzerwerb
The graduate is able to combine the lessons learned in Strategy, Mar-keting, Finance and Controlling in a holistic way and can apply this improved knowledge on Real-Life-Problems. She/he balances con-flicting objectives such as customer satisfaction, sales targets and profit, understanding how sales and marketing activities affect cash flow, profit and profitability; can identify the strategic core-challenge, identifies financial risks in international operations and uses techniques to offset or protect against them; is able to present his results to a mixed team of Marketers, Sales Managers, Control-lers, and Personnel Managers and convince them of the proposed venture.
Lehrveranstaltungen
Marketing Managers at Work - MMW
Semester:
3.Semester
Typ:
Seminar / Pflicht
ECTS-Punkte:
9
Prüfungsart:
Immanente Beurteilung
Inhalte:
Taking classroom concepts into the real world; working alongside managers; team-based cross-functional problem solving in differ-ent industries; convert financial ratios into decisions while keeping the customer at the center; provide structure to unstructured prob-lems; project management; get feedback of one’s own effectiveness in a real-world work situation.
Modul
Kompetenzerwerb
The graduate understands the managerial framework of financial analysis, planning, and control; uses financial ratios to analyze a firm‘s financial performance and credit worthiness (customers, competitors, M&A targets, etc.); knows the components of a budget and prepares a sound business plan; develops a compre-hensive sales plan in different strategic situations; balances con-flicting objectives such as customer satisfaction and profit; estab-lishes and monitors performance targets (KPIs) in sales and mar-keting; understands how sales and marketing activities affect cash flow, profit and profitability; evaluates the profitability of custom-ers, products, and distribution channels; identifies financial risks in international operations such as exchange rate risk, credit terms and terms of payment, price volatility, or economic trends; uses techniques to offset or protect against risk; uses important finan-cial concepts such as break-even analysis, or balanced scorecard in business.
Lehrveranstaltungen
English Tutorial Finance - ETF
Semester:
1.Semester
Typ:
Übung / Pflicht
ECTS-Punkte:
1
Prüfungsart:
Mündliche oder Schriftliche Prüfung
Inhalte:
Getting familiar with specific financial terms presented in manage-rial finance; giving support for lectures taught in English in this module; if possible training on a specific FIN-topic.
Entrepreneural Thinking - ENT
Semester:
1.Semester
Typ:
Seminar / Pflicht
ECTS-Punkte:
4
Prüfungsart:
Immanente Beurteilung
Inhalte:
Case studies: CEOs needs, mastering strategic challenges in sales and marketing (market growth, market decline, price war, market entry, launching new products, etc.):
Analyzing the environment;
Identifying key issues;
Setting targets and priorities;
Developing and evaluating strategic alternatives;
Selecting the strategy of choice;
Preparing the business case.
Managerial Finance - MAF
Semester:
1.Semester
Typ:
Integrierte Lehrveranstaltung / Pflicht
ECTS-Punkte:
5
Prüfungsart:
Immanente Beurteilung
Inhalte:
Principles of managerial finance; Financial statements and analysis.
Balancing and linking short-term financial objectives and long-term strategic objectives.
Preparing a firm’s budget with focus on the sales plan (revenues, advertising-, promotion-, distribution-, and selling expenses).
Managing sales and marketing performance (KPIs).
Financial risks in international operations.
trends; uses techniques to offset or protect against risk; uses important finan-cial concepts such as break-even analysis, or balanced scorecard in business.
Business Simulation - BUS
Semester:
2.Semester
Typ:
Seminar / Pflicht
ECTS-Punkte:
4
Prüfungsart:
Immanente Beurteilung
Inhalte:
Leadership: Dealing with uncertainty and responsibility, Cross-functional nature of management challenges, Making decisions in interdisciplinary teams, Out of the box - problem solving, make decisions when the only constant is change.
Cross-functional management skills:
Strategic Management: Competitive strategies, strategic position-ing, industry analysis, organizational and financial requirements of strategies;
Sales and Marketing: Product Life Cycle Management, forecasting market growth and market volume, entering new markets, launch-ing new products, lifecycle costing, marketing mix;
Operations management: Dealing with uncertainty in demand, make or buy decisions;
Managerial finance: Budgeting, management accounting, cash budget, financial ratios, shareholder value, working capital man-agement, exchange rate risk, short-term profits vs. long-term suc-cess, cost cutting;
Human resource management.
Modul
Kompetenzerwerb
The graduate integrates legal aspects of the target markets into his market related considerations; masters an objectives oriented coordina-tion and guidance of international teams and projects; knows about the basic rights and duties of employees; detects cases with a po-tential for legal threads and consults the legal department, the per-sonnel department or the solicitor.
Lehrveranstaltungen
International Law - ILA
Semester:
2.Semester
Typ:
Integrierte Lehrveranstaltung / Pflicht
ECTS-Punkte:
4
Prüfungsart:
Immanente Beurteilung
Inhalte:
Relationship between International Legal Systems, Applicable Law and Jurisdiction: International Law, Community Law and Austrian Law; Convention of Rome 1980; Brussels I (EuGVVO); direct and indirect effects of directives; the International, European and Na-tional Court; the Community and the global legal system; interna-tional settlement of disputes; Fundamental Rights – a brief com-parison of selected countries.
Overview about important organisations and institutions in Europe and beyond (e.g.: the United Nations; the European Un-ion, the Council of Europe and the Parliament; the Commission and its legislative power; WTO and GATT).
Unfair Competition – Differences between Austria (UWG) and other European countries; relationship to other acts, rules, and regulations.
Other Marketing-relevant national and international issues like Product Liability, Consumer Rights and Consumer Protection, Convention of Rome 1980 (Art. 5); Consumer Contracts and In-surance Matters; protection of personal data, Telecommunication Law, Copyright Law, Patents and (Non)Registered Trade Marks, Terms of Business, Delivery and Payment; prorogation, recogni-tion and enforcement; Incoterms; Promotions Prohibitions. Pro-tection of Intellectual Property Rights; Sales and Licence Agree-ments.
Lobbyists and their influence on legislation.
Employment Law - EML
Semester:
3.Semester
Typ:
Integrierte Lehrveranstaltung / Pflicht
ECTS-Punkte:
2
Prüfungsart:
Immanente Beurteilung
Inhalte:
Principles of Rights and Duties of Employees, Superiors and Sub-ordinates, the Relationship between Management and Unions; Individual Contracts of Employment; the Manager of a Limited Company in Austria; Rome Convention 1980 (Employment Con-tracts). A Comparison Between Selected Countries and Austria.
Consulting Specialized Solicitors; Cooperating with the Legal De-partment and Utilizing the Know how of the Personnel Depart-ment.
Modul
Kompetenzerwerb
The graduate is specifically trained in the sourcing and delivering options of the manufacturing industry, retail industry, or service industry related to the chosen strategic position (e.g. cost leader-ship vs. customization).
Lehrveranstaltungen
Wahlfach Sourcing and Delivering - OSC
Semester:
4.Semester
Typ:
Integrierte Lehrveranstaltung / Wahlpflicht
ECTS-Punkte:
6
Prüfungsart:
Immanente Beurteilung
Inhalte:
Selectable Course, 3 offered, 2 served
Modul
Kompetenzerwerb
The graduate has an in-depth understanding of competitive inter-national markets with high complexity and dynamics; he can derive and implement (ideally pertaining) uniqueness, competitive advan-tage and strategic plans. She/he develops professional programs for customer retention, customer recovery, and customer recruit-ment.
Lehrveranstaltungen
Customer Driven Company - CDC
Semester:
1.Semester
Typ:
Integrierte Lehrveranstaltung / Pflicht
ECTS-Punkte:
4
Prüfungsart:
Immanente Beurteilung
Inhalte:
The Customer-Driven Paradigm; Characteristics of a Customer-Driven Company; Customer Value Management and the Market-ing Mix; Quality as the Customer Defines it; Quality Function Deployment (QFD); Underserving and Overserving Markets; Cus-tomer-Winning Performance; Measurement in the Customer Driven Company – Customer Score Card.
Organizational Culture and Customer Orientation; Company Vi-sion and Mission Statement; The Concept of Corporate Culture applied to the CDC; Tools for Creating a Customer-Keeping Vi-sion.
English Tutorial Strategy and Marketing - ETS
Semester:
1.Semester
Typ:
Übung / Pflicht
ECTS-Punkte:
1
Prüfungsart:
Mündliche oder Schriftliche Prüfung
Inhalte:
Getting familiar with specific terms encountered in lectures of the STM-module; giving support for lectures taught in English in this module; if possible training on a specific STM-topic
Strategic Planning - STP
Semester:
1.Semester
Typ:
Integrierte Lehrveranstaltung / Pflicht
ECTS-Punkte:
4
Prüfungsart:
Immanente Beurteilung
Inhalte:
Principles of Strategic Planning.
Market and Competitor Based View: Ansoff, BCG-Portfolio, SWOT-Analysis, PIMS, five forces …; Customer Based View: Treacy/Wiersema, Reichheld, Ohmae, Strebl, ECID, Servqual …; Resource Based Approaches: Core Competencies, Tangible and Intangible Ressources, experience curve, value chain, outsourc-ing…
Strategy in the CDC: The Segmenting-Targeting-Positioning-Integrating-Process; Segmenting the Market via Benefit Segmenta-tion; Targeting Opportunities and Selection of Target Segments; Positioning Companies, Products, and Services; Communicating Value to the Customer following an Integrative Approach; Con-necting Opportunities with Valued Product Features; Strategic Partnering and Network Organizations.
Focus on the two main problems in Strategic Management: Limita-tions in Planning (to what extent is it possible to plan) and Limita-tions in Implementing Strategic Plans.
Customer Relationship Management - CRM
Semester:
2.Semester
Typ:
Integrierte Lehrveranstaltung / Pflicht
ECTS-Punkte:
4
Prüfungsart:
Immanente Beurteilung
Inhalte:
Principles of Customer Relationship Management (CRM); Plan-ning and Implementing Relationship Marketing in the Customer Driven Company.
Sales Targeting, -promoting und –controlling in CDC; The Sales Organisation in the Customer Driven Company; Key Account and Strategic Account Management; Organizational Structure of KAM in CDC; The Buying and the Selling Center; Identifying Key Ac-counts; Performance Measurement Tools; International Account Management.
Entering Foreign Markets by Exporting (Forwarding Agents, Clearing Agents, Finding Distribution Partners); Joint Venturing (Licensing, Contract Manufacturing, Management Contracting, Joint Ownership); or Direct Investment (Assembly Facilities, Manufacturing facilities).
Database Marketing: Data Mining, Data Warehousing, Customer Tracking; Dialogue Marketing; Clubs and Cards; Handling channel conflicts between DM-dept. and others like Sales-dept.
Market Research - MAR
Semester:
2.Semester
Typ:
Integrierte Lehrveranstaltung / Pflicht
ECTS-Punkte:
4
Prüfungsart:
Immanente Beurteilung
Inhalte:
Developing a Marketing Information System (MAIS); Assessing Marketing Information Needs and Defining Aims; Analyzing, Interpreting, and Reporting Findings; International Market Re-search; Differences between Consumer Research and Industrial Buyers.
Collecting, Analyzing and Interpreting Macro- and Microeconomic Secondary Data about Target Markets: Financial (e.g. Dept; Infla-tion; Unemployment Rates, Stability of Currencies); Trade-related (e.g. Quota, Embargos, Trade Barriers); Political (e.g. Stability of Governments, Corruption) Information.
Gaining an Understanding of Targeted Markets by Utilizing Data-base-Services, Market Research Institutes; Global -, Trade Zone-, National and Regional Organisations; and the web; Online Market Research.
Tools in International Brain-, Desk-, and Field Research like Sur-vey; Group Discussion, Lead User Studies, and Workshop; In Depth Interview; Observational and Ethnographic Research; Pan-els and Monitors; Trend Research; Benchmarking and Competitor Intelligence; Product Test and Store Test; Scanner Data etc.
Modul
Kompetenzerwerb
The graduate thinks and works independently and is self moti-vated, broadens the acquired knowledge continuously, is enabled to organize her(him)self, can defend developed solutions and pre-vail against colleagues of different decision levels and different fields in a cooperative form; is in the position of a broadened socio-communicative perspective and socioempathy. Has a deep-ened cultural understanding about the behavior of colleagues from different hierarchical positions and fields as well as about other organisations and buyers in foreign countries; masters objectives oriented coordination and guidance of international teams and projects – even without owning the authority of a superior; can communicate, launch, accompany, and finalize necessary changes within the company to make it a Customer Driven Company, re-flecting on possible – internal and external – resistance to change.
Lehrveranstaltungen
Cultural Unterstanding - CUL
Semester:
1.Semester
Typ:
Vorlesung / Pflicht
ECTS-Punkte:
2,5
Prüfungsart:
Mündliche oder Schriftliche Prüfung
Inhalte:
Understanding Cultures based on ethnic, religious or economic differences and dealing with these differences positively and open-mindedly. Learning about the effects of different kinds of distance and cope with non-face-to-face situations effectively; Ethno-graphic Comparisons between Selected Countries: historical, po-litical, cultural, and philosophical differences and common grounds; Consequences for Suppliers and Partners Relationship Management.
Self Management Knowledge Development - SKM
Semester:
1.Semester
Typ:
Integrierte Lehrveranstaltung / Pflicht
ECTS-Punkte:
1,5
Prüfungsart:
Immanente Beurteilung
Inhalte:
Principles of time management, work life balance, setting priorities, delegation, milestone setting, tangible and intangible management, creative problem solving, generate knowledge, transfer of knowl-edge, differentiate knowledge, experience, information, data, knowledge storage methods (yellow pages, lessons learned, …)
English Tutorial Culture and Leadership - ETC
Semester:
2.Semester
Typ:
Übung / Pflicht
ECTS-Punkte:
1
Prüfungsart:
Immanente Beurteilung
Inhalte:
Familiarisation with specific terms confronted within lectures of the CUL-module; giving support for lectures taught in English in this module.
International Buyers Behavior - IBB
Semester:
2.Semester
Typ:
Vorlesung / Pflicht
ECTS-Punkte:
3
Prüfungsart:
Mündliche oder Schriftliche Prüfung
Inhalte:
Principles of Buyer Behavior; Taxonomies of the Term Buyer; Methods of Social Sciences; A Selection of phase based and struc-ture based models and frameworks; Buyer Behavior and Strategic Conclusions.
Activating (activation, emotion, motivation, attitude, value, life-style) and cognitive (perception, reception, processing and remem-bering information) processes and their measurement; Perceived Risk and Risk Reduction Strategies (RRS).
Resulting Types of behavior, changes in behavior, influencing behavior and learning; differences between consumer behavior and organizational buying behavior.
Intercultural Differences between Buyers and International Buyers Behavior (socio-demographic and ethnographic aspects, groups, cultures, classes, norms, and values).
Change Management - CHM
Semester:
3.Semester
Typ:
Integrierte Lehrveranstaltung / Pflicht
ECTS-Punkte:
3
Prüfungsart:
Immanente Beurteilung
Inhalte:
Basics of Change Management; Radical Change and Organizational Development; Resistance to Change; Change patterns, system sustainers; Homeostatic principles and learning theory; Methods of Intervention and Intervention techniques; Practical programs (con-tinuous improvement, BPR, …).
From Traditional Organization, Lean Management, and Virtual Organization to Customer Driven Organization: The Inverted Networking Pyramid.
Debate and Convince - DAC
Semester:
3.Semester
Typ:
Individualtraining / Pflicht
ECTS-Punkte:
1
Prüfungsart:
Immanente Beurteilung
Inhalte:
Participants learn how to spot cultural differences, how to prepare for different cultural settings, train debating, bargaining and con-vincing in multi-cultural teams/settings and questions their own beliefs and assumptions about behavioral traits. Learn how to manage intercultural meetings and project teams and improve results; learn to handle conflicts of company objectives and per-sonal motives.
Leadership, Ethics and Responsibility - LER
Semester:
3.Semester
Typ:
Integrierte Lehrveranstaltung / Pflicht
ECTS-Punkte:
2
Prüfungsart:
Immanente Beurteilung
Inhalte:
Central aspects of leadership, leadership style and behavior, par-ticipation, delegation, leadership instruments, such as evaluations and appraisal system; Roles of a leader and managing conflicting interests in crucial multi-cultural leadership activities; Ethical ques-tions in leadership, concept of CSR and CSR-issues (practical ex-amples).
Modul
Kompetenzerwerb
Students learn and extend language skills to enable them to operate in a professional environment at post master’s level.
Lehrveranstaltungen
English 1 - EN1
Semester:
1.Semester
Typ:
Integrierte Lehrveranstaltung / Pflicht
ECTS-Punkte:
7
Prüfungsart:
Immanente Beurteilung
Inhalte:
Intensive Preparation for courses taught in English. Giving spe-cific support for students to improve their English Skills within the 1st Semester.
Contextualized language development in terms of the language of Marketing; Company leadership and Cultural Understanding; Fi-nance.
English 2 - EN2
Semester:
2.Semester
Typ:
Übung / Pflicht
ECTS-Punkte:
4
Prüfungsart:
Immanente Beurteilung
Inhalte:
Extension of language competence in Marketing; Company leader-ship and Cultural Understanding; Finance.
English 3 - EN3
Semester:
3.Semester
Typ:
Integrierte Lehrveranstaltung / Pflicht
ECTS-Punkte:
4
Prüfungsart:
Immanente Beurteilung
Inhalte:
Advanced language competence development in Marketing; Com-pany leadership and Cultural Understanding; Finance.
