StudienplanVollzeit/Berufsbegleitend

The graduate knows about the principal concepts of the Customer
Driven Company.
He/she is able to apply this concept to highly competitive B2B en-vironments, in established as well as in emerging markets in order to generate a competitive advantage and maximize customer value.

International B2B Marketing/CDC

Semester	1
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	5
Prüfungsart	Immanente Beurteilung
Main strategic concepts of marketing management B2B marketing fundamentals Integrating the customer driven company concept Developing company vision and mission statement based on cus-tomer value perceptions Applying the segmenting-targeting-positioning-integrating-Process; deriving value proposition communicating value to the customer following an integrative Approach Strategic partnering and network organizations

Graduates are familiar with the approach of Key Account Man-agement and Sales Partner Management and are able to apply the basic instruments in practical cases.
The graduates know the differences between different forms of sales organisations abroad (e.g. legal entity, sales subsidiary …), their principle tasks and how to establish and control them. They know specific ways to organize distribution channels in export- oriented companies.
The graduates have a first-well founded understanding of different aspects of sales systems. S/he can distinguish the distinct forms of sales structures, sales forms and sales organizations.
The graduates students know the most relevant non-financial as-pects of sales controlling and can apply them in different cases
They know the advantages and disadvantages of different sales channels and are able to select and design appropriately in differ-ent market situations, for distinct customer groups or industrial sectors. The graduates can judge different ways of entering in international markets.
They know the methods of recruitment, selection and controlling of sales partners
The graduates understand the purchasing process and know the threats and fears in purchase management and reasons why dif-ferent tools are used by purchase managers.
Graduates understand the international negotiation process and are able to apply different methods.

Key Account Management

Semester	1
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	2
Prüfungsart	Immanente Beurteilung
Strategic, organizational aspects of KAM identification and selec-tion of Key Accounts, different instruments for Strategic, organizational aspects of KAM identification and selec-tion of Key Accounts, different instruments for KAM The role of KAM in the internal organization Development and Controlling (KPI´s) of KAM Establishment of KAM–teams (different roles, personalities, etc.)

Sales Management

Semester	1
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	2
Prüfungsart	Immanente Beurteilung
Organization structure Sales channels Sales controlling Sales subsidiaries (Select countries, Founding and steering) Sales Partner Management (Identification, selection, development, controlling and termination of partnerships)

Training the Sales Staff 1

Semester	1
Typ	Pflicht / Individualtraining
ECTS	1
Prüfungsart	Immanente Beurteilung
Sales process in B2B  Analyzing of the buying center  Need Analysis  Translate technical features into benefits for the customer  Methods for counter-arguments  Price negotiation  Prepare a detailed sales offer  Develop a unique negotiation strategy

The graduate knows and understands the basic concepts and mod-els of strategic planning and is able to apply these on real cases.
The graduate is able to critically reflect the cross-cultural challenges and the possibilities for business in of a country/region by the use of Cross-Cultural and Marketing models

Financial Risk Management

Semester	1
Typ	Pflicht / Vorlesung
ECTS	2
Prüfungsart	Immanente Beurteilung
Methods of risk reduction: - Letter of credit (LC) - Credit insurance (esp. Kontrollbank) - Methods to reduce the currency risks - INCOTERMS

Strategic Planning

Semester	1
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	3
Prüfungsart	Immanente Beurteilung
Methods of risk reduction: - Letter of credit (LC) - Credit insurance (esp. Kontrollbank) - Methods to reduce the currency risks - INCOTERMS

The graduate is able to merge the acquired knowledge in the fields
of Marketing and Sales (Management) combining these with crosscultural
management and finance backgrounds.
The graduates have realised that challenging problems in societies
beyond the business world exist and that- from a humanitarian
perspective there is a responsibility for the single individual to
contribute to a mutual well- being.
The graduate is well able to reflect the practical experiences collected
within a social project.

Applied Ethics

Semester	4
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	2
Prüfungsart	Immanente Beurteilung
The student finds and selects a social project in Austria or abroad and spends a minimum of 30 working hours in this defined project. The students summarize findings and experiences are shared among the group in a presentation and reflected afterwards. (A suitable social project is defined as a voluntary, unpaid activity w ithin a recognized social institution like Caritas, Red Cross, Ar-beiter Samariter Bund, Amnesty international… targeted at the clients of this organization. The social project has to be defined in semester 1 or 2.

Synopsis Marketing and Sales

Semester	4
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	3
Prüfungsart	Immanente Beurteilung
Students apply their combined knowledge about Marketing, Sales Management, Finance and Cross-cultural Management to special-ly challenging cases in order to encourage them to interdisciplinary thinking and application (e.g. in form of a capstone project). The findings are presented and discussed in the plenum.

During the semester abroad, the graduate chooses a General Business administration subject which is in a way related to the guest country of his/her semester abroad.
The graduate has a more profound understanding of business relevant aspects the chosen field of business administration.
If a student stays in Austria, topics with focus on in-depth compe-tences have to be chosen. E.g. industrial service innovation, en-trepreneurship and business model innovation.

General Business Subject

Semester	2
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	5
Prüfungsart	Immanente Beurteilung
General Business Administration content- if possible related to the special situation of the host country of the student.

Graduates have an improved ability to have social contacts with customers of another culture by the use of language skills.
Students who stay at home university can compensate e.g. via field trip with a focus on cross-cultural business management or via courses given by international guest lectures at home universi-ty.

Foreign Language/General Business Subject abroad

Semester	2
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	5
Prüfungsart	Immanente Beurteilung
Either basics in a newly chosen foreign language or improvement of existing level of a formerly chosen language other than English or mother tongue. If no study abroad takes place, the student understands challeng-es of cross-cultural business management and can apply market-ing, sales and leadership methods and models in an intercultural setting.

The graduate knows about the concepts of organizational and consumer behavior and the management of customer relations, especially in international buying and decision making and busi-ness-to-business relationships.
The graduate knows how to more accurately evaluate the market-place, evaluate competitors and their positioning and determine the value of the customer.
He/she integrates knowledge about customer behavior of both end consumers and industrial buyers with customer relationship mar-keting and customer-driven market-based management practices.
He/She is able to apply techniques to track market conditions, market performance and competition, and develop superior cus-tomer solutions via customer analysis and decision making.

Cross-Cultural Marketing

Semester	3
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	2
Prüfungsart	Mündliche oder Schriftliche Prüfung
Discussing strategic and operative Marketing the light of different cultures. Elaborating advantages and disadvantages of various Marketing techniques in a particular culture. Integrating Cross-cultural Marketing into the larger corporate struc-ture of a competitive business

Marketing Informations Systems/Marketing Perf. Measurement

Semester	3
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	3
Prüfungsart	Immanente Beurteilung
Developing concepts and procedures for investigating and indus-trial clients’ buying habits, international market, analyzing competi-tors’ behaviour and environmental factors Developing a Marketing Information System (MAIS) and interpret-ing and reporting findings in an international business environ-ment. Data Warehousing, Data Mining Benchmarking and Competitor Intelligence Applying marketing performance tools as prerequisite and founda-tion for strategic and tactical marketing decisions. Measuring the effects of marketing activities in the customer driven companies, measuring customer satisfaction and brand attitudes Calculating the lifetime value of a customer Applying critical success factors (CSF) and key performance indi-cators (KPI), developing tactical and strategic performance “dash-boards”, to monitor, analyze and manage the business.

Graduates understand the Global Account Management approach. They know different theories and are able to apply several Meth-ods and Instruments.
Graduates understand the different challenges and success fac-tors about Global Account Management (e.g. Network manage-ment, global price strategies, etc.)
They know the instruments and KPI´s in order to lead international sales staff. They are aware and able to handle the cross-cultural challenges of different cultures.
They understand and are able to apply the process of founding international sales subsidiaries.
The graduates know the differences between different forms of
selling abroad (direct sales, agents) and sales organizations abroad (e.g. legal entity, sales subsidiary …), their principle tasks and how to establish and control them.
They understand the main challenges of Global Account Manage-ment, Product Management and Founding of Sales Subsidiaries.
The graduates understand the purchasing process and know the threats and fears in purchase management and reasons why dif-ferent tools are used by purchase managers. They understand the different sourcing strategies and the different procurement tools and systems.

Global Account Management

Semester	3
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	3
Prüfungsart	Immanente Beurteilung
Global Account Management Network Management Understand-ing global players Develop GAM strategies Supplier based models for GAM Global Account Management processes Requirements for GAM Understand the globalization drivers; understand the customers` demand / benefits for GAM. Main success factors - Global prices - Leading international sales staff - Controlling - Cross-cultural challenges Implementing Global Account Management in the organization Performance Measurement Differences between GAM and PM Functions and roles of Product Management Translation of business objectives into technical requirements

Purchasing Management from Sales Point of View

Semester	3
Typ	Pflicht / Individualtraining
ECTS	1
Prüfungsart	Immanente Beurteilung
Strategic sourcing – principles and process Sourcing Strategy Negotiation Process and Methods Contract Management Supplier relationship management Value Generation in Procurement – KPI´s Procurement Tools and Systems

Sales Abroad and Sales Subsidiaries

Semester	3
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	1
Prüfungsart	Immanente Beurteilung
Organization structure Sales channels Sales controlling Sales subsidiaries (Select countries, Founding and steering) Sales Partner Management (Identification, selection, development, controlling and termination of partnerships)

Graduates understand the importance of prices, the pricing pro-cess and price enforcement. They know in detail the different pric-ing system and strategies. Students understand the system of value based pricing.
The graduates have to understand the different price negotiation concepts and are able to apply the concept during a real negotia-tion situation.
He/she is able to how to deal with different cultures in a negotiation process

Customer Relationship Management

Semester	3
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	2
Prüfungsart	Immanente Beurteilung
CRM principles, theories, strategies and techniques and the im-portant role that CRM plays in today’s business. Hands-on experience in working with real cases and actual cus-tomer relationship management and marketing communications programs. Key Account and Strategic Account Management and the organi-zational structure of KAM in the customer driven company. Best practice cases on CRM provided by discussants and re-source speakers from companies and organizations with extensive experience in these fields. Planning and implementing relationship marketing in the customer driven company.

Global Negotiation Training

Semester	3
Typ	Pflicht / Individualtraining
ECTS	2
Prüfungsart	Immanente Beurteilung
Understand and apply the Negotiation Process Learn to apply the Harvard Concept in different purchasing situa-tions. Understand the importance of intercultural sensibility and intercul-tural competence Apply the knowledge about personalities to a negotiation situations Apply different methods in the price discussion (SPIN, TCO, etc.) Understand the buying centre and adapt your personal negotiation

Global Price Management

Semester	3
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	1
Prüfungsart	Immanente Beurteilung
Price Management (strategic / operational) and Price Differentia-tion Pricing Process and Price Enforcement Pricing Strategies Value based pricing in B2B Instruments for value based pricing (TCO, SPIN Concept, etc.) Price anchor (Innovations) Price Negotiation Price management for different service levels

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 budg-et and a balance sheet; is able to take logical conclusions out of the analysis of balance sheets; Balances conflicting objectives such as customer satisfaction and profit; understands how sales and marketing activities affect cash flow, profit and profitability; evaluates the profitability of customers, products, and distribution channels; uses important financial concepts such as break-even analysis in business;

Business Simulation

Semester	2
Typ	Pflicht / Individualtraining
ECTS	2
Prüfungsart	Immanente Beurteilung
Business simulation focused very much at the situation of a sales (Management) person in critical decisional situations; Students operate in groups, playing against other competing groups, using all the knowledge they acquired before in financial and sales issues;

Finance and Accounting

Semester	2
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	3
Prüfungsart	Immanente Beurteilung
Principles of managerial finance; Financial statements and analy-sis. 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). Analysing the balance sheet of companies;

The graduate integrates legal aspects of target markets into his/her
market related considerations; masters a legal perspective on the
coordination and guidance of international projects; cases with a potential for legal threads /consults the legal department,
the personnel department or the solicitor in difficult cases.

International Law

Semester	1
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	3
Prüfungsart	Immanente Beurteilung
Basic introduction into 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 National Court; the Community and the global legal system; international settlement of disputes; fun-damental rights – a brief comparison of selected countries. Overview about important organizations and institutions in Europe and beyond (e.g.: the United Nations; the European Union, 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 insur-ance 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; Promotions Prohibitions. Protection of Intel-lectual Property Rights; Sales and license Agreements. Lobbyists and their influence on legislation.

Labour Law

Semester	1
Typ	Pflicht / Vorlesung
ECTS	1
Prüfungsart	Mündliche oder Schriftliche Prüfung
Principles of rights and duties of employees, superiors and subor-dinates, the relationship between management and unions; indi-vidual contracts of employment; the manager of a limited company in Austria; Rome Convention 1980 (Employment Contracts). A comparison between selected countries and Austria. Consulting specialized solicitors; cooperating with the legal de-partment and utilizing the know-how of the personnel department.

Training the Sales Staff 2

Semester	1
Typ	Pflicht / Individualtraining
ECTS	1
Prüfungsart	Immanente Beurteilung
 Detailed analysis of needs, wants and values for the customer  Elaboration of counter-arguments applying variety of concepts  Price Management and Price negotiation  Preparation of detailed sales offers in situations of RFQ (request for quotation)  Development of a unique negotiation strategy considering legal situations in an international setting

The graduate is able to analyse and understand tendencies and developments in modern and developing economies.
She/he is able to apply this knowledge in concrete business situa-tions.

Economics

Semester	2
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	5
Prüfungsart	Immanente Beurteilung
Economical conditions like growth, inflation, domestic and foreign investment and their dependency on local conditions. Possibilities of states, national banks... to influence these conditions.

The graduate thinks and works independently and is self motivat-ed, broadens the acquired knowledge continuously, is enabled to organize her/himself, can defend developed solutions and pre- vail against colleagues of different decision levels and different fields in a cooperative form.
The graduate is able to reflect and practically apply the state of the art concepts of management and leadership in a company envi-ronment.
The graduate is able to profoundly understand and practically use leadership models.
The graduate understands the personality and is able to apply it in sales situations.

Group Dynamics

Semester	1
Typ	Pflicht / Individualtraining
ECTS	1
Prüfungsart	Immanente Beurteilung
The new student group gets to know each other and at the same time learns to know the effects of group dynamics.

Industrial Psychology

Semester	1
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	1
Prüfungsart	Immanente Beurteilung
Team settings Different roles in teams Different team setups and their impact on individual and group performance Group norms and values and their impact on attitude Job satisfaction and motivational consequences Teambuilding tools Team cohesiveness and dependency Conflict models (development, resolution) Development of high performance teams Improvement of team performance: available tools and methods Contemporary themes in organizational behaviour (work-life bal-ance, outsourcing, teleworking, web 2.0 implications

Management and Leadership

Semester	1
Typ	Pflicht / Vorlesung
ECTS	3
Prüfungsart	Mündliche oder Schriftliche Prüfung
Central aspects of leadership, leadership style and behaviour, participation, delegation, leadership instruments, such as evalua-tions and appraisal system, various intervention techniques. Roles of a leader and managing conflicting interests in crucial leadership activities.

The graduate experiences the culture of an emerging market. He/she is able to reflect the differences and equalities of various cultures and their impact on business behaviour. He/she can build up relationship and trust in different cultures and increases his/her own intercultural sensitivity. International activities can be commu-nicated to the public.

Field Trip 1

Semester	1
Typ	Pflicht / Individualtraining
ECTS	4
Prüfungsart	Immanente Beurteilung
Cross-cultural challenges, Marketing and Strategy in an rather unknown country („Field trip“ consisting of locally applied Cross-cultural, Strategy and Marketing knowledge in combination with a given economic structure)

Media and PR Communication

Semester	1
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	1
Prüfungsart	Immanente Beurteilung
 how print journalism works, especially for daily papers; Discussion: future of Print journalism  on which occasions a journalist calls (in a company)  subjects our company want to communicate  how to deal with journalists - passive communication  communication in a crises  teamwork: communication check list in a case of crises  the essentials of a press information  active communication: whom I want to tell what. Finding relevant (regional) media, understanding how and what they publish, finding the right persons in the editors staff

The graduate has a deepened cultural understanding about the behaviour of employees from different hierarchical positions and fields as well as about other organisations in foreign countries; masters objectives oriented coordination and guidance of interna-tional teams and projects; can communicate, launch, accompany, and finalize necessary changes within the company, reflecting on possible – internal and external – resistance to change.
Is able to understand the consequences of organisational struc-tures to the practical operations of a company.

Organisational Behavior/Change Management

Semester	2
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	5
Prüfungsart	Immanente Beurteilung
Basics of Change Management; Radical Change and Organiza-tional Development; Resistance to Change; Change patterns, sys-tem sustainers; Homeostatic principles and learning theory; Meth-ods of Intervention and Intervention techniques; Practical pro-grams (continuous improvement, BPR, …). Traditional Organization theory, Lean Management, and Virtual Organization;

The graduate is empowered to use modern communication and information technology:
Especially to organize himself/herself independently in “out of of-fice situations” to steer distributed, mobile, international teams in project-like situations.
The graduate has the basic knowledge to handle IT-based pro-jects.

International Project Management

Semester	2
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	5
Prüfungsart	Immanente Beurteilung
means of modern communication and information technology; define strategies for creating a mobile offices; identify and practice using virtual office tools conduct efficient conference calls and video conferences practice teaming up online conducting long-distance team steering theoretical basics of project management and project management tools applied by means of a real project for each student group

The graduate is able to combine the lessons learned in Strategy, Marketing, and Finance in the field of B2B business and can apply this improved knowledge on Real-Life-Problems. She/he balances conflicting 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 pre-sent his results to a mixed team of Marketers, Sales Managers, Controllers, and Personnel Managers and convince them of the proposed venture.

Company Project

Semester	3
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	5
Prüfungsart	Immanente Beurteilung
Taking classroom concepts into the real world; working alongside managers; team-based cross-functional problem solving in B2B industries; convert financial ratios into decisions while keeping the customer at the center; provide structure to unstructured problems; project management; get feedback of one’s own effectiveness in a real-world work situation.

The graduate is able to merge the acquired knowledge in the fields of Marketing and Sales (Management) combining these with cross-cultural management and finance backgrounds.
The graduates have realised that challenging problems in societies beyond the business world exist and that, from a humanitarian perspective, there is a responsibility for the single individual to contribute to a mutual well-being.
The graduate is well able to reflect the practical experiences col-lected within a social project.

Critical Analytical Thinking/Thesis Preparation

Semester	3
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	3
Prüfungsart	Immanente Beurteilung
What is Scientific Work? Finding a topic, that is worth to be explored within a master thesis Structuring the process and finding a line of arguments; Elaborating a research question and/or formulating correct hypoth-eses Studying books and papers; providing theoretical and empirical contributions within the master thesis

Quantitative and Qualitative Methods

Semester	3
Typ	Pflicht / Integrierte Lehrveranstaltung
ECTS	2
Prüfungsart	Immanente Beurteilung
Qualitative and quantitative methods, triangulation, processing data analysis (SPSS, MAXQDA) interpretation of results

The graduate is able to apply appropriate scientific research meth ods to complete a scientific paper on a selected topic within the thematic framework of the GSM master’s program.
(B2B Marketing, Sales (Management),Customer centricity; Global
Management issues)

Master Thesis

Semester	4
Typ	Pflicht / Seminar
ECTS	25
Prüfungsart	Immanente Beurteilung
Finding an appropriate topic within the program`s contents consti-tution of project structure (time schedule, work packages) realiza-tion of thesis using scientific methods within the given time frame documentation and evaluation of results presentation and defence of results