Curriculum

Based on a Bachelor's degree, the Master's degree program offers a scientifically sound, practice-oriented business qualification that provides the basis for further doctoral studies and independent work in various fields. The curriculum is divided into semesters and modules, with ECTS credits per semester.

Module

Transfer Competences

	3.	4.
Master Thesis		24
Master Thesis Master Exam Semester: 4 Typ: Pflicht, Abschlussprüfung ECTS: 2 Prüfungsart: Mündliche Prüfung • Final exam Master Thesis Semester: 4 Typ: Pflicht, Projekt ECTS: 22 Prüfungsart: Schriftliche Prüfung • Realization of the thesis using scientific methods within the given time frame
Critical Analytical Thinking	6
Critical Analytical Thinking Critical Analytical Thinking/Thesis Preparation Semester: 3 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 3 Prüfungsart: Immanente Beurteilung • Structuring the process and finding a line of arguments • Elaborating a research question and/or formulating correct hypotheses • Evaluating the scientific quality of books and papers and citation styles • Providing theoretical and empirical contributions within the master thesis Quantitative and Qualitative Methods Semester: 3 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 3 Prüfungsart: Immanente Beurteilung • Qualitative and quantitative research methods, • Interpretation and triangulation of results • Processing data analysis (SPSS, MAXQDA)
Applied Innovation Management	6
Applied Innovation Management InnoCamp36 Semester: 3 Typ: Pflicht, Projekt ECTS: 4 Prüfungsart: Immanente Beurteilung • Application of Design Thinking process, innovation tools and business modelling on a real-life situation / problem • Team-based cross-functional problem solving in B2B industries • Feedback of one’s own effectiveness in a real-world work situation Service and Innovation Management Semester: 3 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 2 Prüfungsart: Immanente Beurteilung • Cooper Stage-Gate Innovation Management Process • Methods and Tools of Design Thinking • Open Innovation Process Management: Coupled, Inside-out, Outside-in Innovation • Innovation in Blue Chips – Intrapreneurship Case Study • Servitization pathways of different industries • Management of the Service Paradox: Resilience and Strategies • Sustainability and Innovation: Policies and Society

Social, Leadership and Cross-Cultural Competences

	1.	2.
Culture and Leadership 2		6
Culture and Leadership 2 Change Management Semester: 2 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 3 Prüfungsart: Immanente Beurteilung • Change management theories and tools • Designing productive change interventions • Dealing with resistance to change • Learning and competency development in change Digital Culture and Global Leadership Semester: 2 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 3 Prüfungsart: Immanente Beurteilung • Leadership theories and tools • Productivity and leadership in the digital age • Ethical leadership and individual competencies of a productive leader • Leadership tasks and their relevance in respect to different organiza-tional settings/development phases • Special requirements to leadership in remote digital situations and under multicultural diverse conditions
Culture and Leadership 1	6
Culture and Leadership 1 Field Trip Semester: 1 Typ: Pflicht, Individualtraining ECTS: 5 Prüfungsart: Immanente Beurteilung • Cross-cultural challenges, marketing and strategy in a rather unknown country • Field trip consisting of locally applied cross-cultural, strategy and mar-keting knowledge in combination with a given economic structure • Contacts to leading companies in the region or global players and dis-cussion of specific challenges with the managers of companies Group Dynamics and Get together Semester: 1 Typ: Pflicht, Individualtraining ECTS: 1 Prüfungsart: Immanente Beurteilung • Socio-psychological principles of establishing a group teambuilding principles • Different team settings and roles of group members and their value in respect to group performance • Identification of team strengths and opportunities for improvement of cross-functional teams • Joint development of norms and values for study collaboration
Leadership and Effectiveness	6
Leadership and Effectiveness Finance and Budgeting for Marketing and Sales Semester: 1 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 4 Prüfungsart: Immanente Beurteilung • Financial planning • Financial KPIs (ROCE, ROS,….) • Analysis of a balance sheet and P&L (development of a strategy based on KPIs) • Budgeting and forecasting • Risk in Export business, like country, currency and transport risks • Methods of risk reduction (Letter of credit, credit insurance, bank guarantees, incoterms, Public and Private Export Credit Agency Insurance, hedging …..) Sales Force Leadership Semester: 1 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 2 Prüfungsart: Immanente Beurteilung • Central aspects of leadership, leadership style and behaviour • Participation, delegation, leadership instruments such as monitoring and appraisal systems, various intervention and motivation techniques • Formatting of a world class sales team • Trust building and cultural challenges when leading an international team

In-depth and Management Competences

	1.	2.	3.	4.
Customer Centricity and Network Management			5
Customer Centricity and Network Management Global Accounts and Network Management Semester: 3 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 3 Prüfungsart: Immanente Beurteilung • Fundamentals of Global Account Management (GAM) • Coordination and global framework agreements (GFAs) in GAM • Fundamentals of networking, social network analysis in sales and GAM Sales Subsidiary Management Semester: 3 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)
Marketing and Business Analytics			4
Marketing and Business Analytics Market and Business Analytics Semester: 3 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 4 Prüfungsart: Immanente Beurteilung • Analytical CRM • Data Warehousing, quality and preparation of the analysis data • Data Mining Methods (Machine Learning) e.g. Predictive Modelling, Clustering and Market Basket Analysis • Simulations and What-if-Analysis
Global Business Management 2		6
Global Business Management 2 Foreign Language/General Business Subject abroad Semester: 2 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 6 Prüfungsart: Immanente Beurteilung • Either basics in a newly chosen foreign language or improvement of existing level of a formerly chosen language.
Global Business Management 1		6
Global Business Management 1 General Business Subject abroad Semester: 2 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 6 Prüfungsart: Immanente Beurteilung • General Business Administration content - if possible related to the special situation of the host country of the student.
Value Based Marketing and Sales	6
Value Based Marketing and Sales AI/Digital Marketing and Sales Lab Semester: 1 Typ: Pflicht, Individualtraining ECTS: 2 Prüfungsart: Immanente Beurteilung • Learning by doing and experimenting along the Marketing and Sales process • Lead generation – nurturing – negotiation – conversion – satisfaction and retention o Analogue and digital methods, techniques and tools • Experience the digital dimension of the Marketing and Sales process, such as: o Webinars o Chats and Chatbots (based on AI applications) o Customer training and education (using AI applications) o Multimedia conferencing o Configurators and simulators (based on AI applications) o Augmented/virtual reality o AI based translators o Digital culture and trust creation Value Based Marketing Semester: 1 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 2 Prüfungsart: Immanente Beurteilung • Integration of the customer driven company concept into main strategic concepts of marketing management • Customer value generation concepts • Concept of differential advantage to business-to-business markets • Shareholder value perspective • Measuring value and application of the customer-value-audit concept Value Based Sales Semester: 1 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 2 Prüfungsart: Schriftliche Prüfung • Value for organization and the value hierarchy • Value process and different forms • Challenges of implementing value based selling and how to over-come them • Assessment and Communication of value to the customers • Identification of customer perspective • Value based pricing and tools
Bridging Courses Option 2	6
Bridging Courses Option 2 Digital Creativity Tools Semester: 1 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 4 Prüfungsart: Immanente Beurteilung • Overview on digital creativity tools • Testing and applying different creativity methods, analogue as well as digital will be presented, such as o brainstorming o (visual) storytelling o gamification Digital Transformation in Marketing and Sales Semester: 1 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 2 Prüfungsart: Immanente Beurteilung • Success factors of digital transformation in Marketing and Sales • Supporting architecture of the company and its environment o Digital Processes – People-Data o Partners & International External Service Providers o Customers-Competitions o Automation & AI for Marketing and Sales o Trends
Finance and Business		6
Finance and Business Business Simulation Semester: 2 Typ: Pflicht, Individualtraining ECTS: 3 Prüfungsart: Immanente Beurteilung • Balances conflicting objectives such as customer satisfaction and profit • Sales and marketing activities and the effect of cash flow, profit and profitability • Profitability of customers, products, and distribution channels • Financial concepts such as break-even analysis in business Marketing and Sales Performance Measurment Semester: 2 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 3 Prüfungsart: Immanente Beurteilung • Concepts and procedures for investigating and industrial clients’ buy-ing habits, international market, analyzing competitors’ behaviour and environmental factors • Developing a Marketing Information System and interpreting and re-porting findings in an international business environment. • Applying marketing performance tools as prerequisite and foundation for strategic and tactical marketing decisions. • Measuring the effects of marketing and sales activities • Measuring customer satisfaction and brand attitudes • Calculating the lifetime value of a customer • Supporting pricing decisions and new product development • Evaluating the effects of advertising and sales promotion, etc. • Applying critical success factors (CSF) and key performance indicators (KPI) • Developing tactical and strategic performance “dashboards”, to moni-tor, analyze and manage the business.
Bridging Courses Option 1	6
Bridging Courses Option 1 International B2B Marketing Semester: 1 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 2 Prüfungsart: Immanente Beurteilung • Main differences of B2B vs. B2C marketing • Introduction to Organizational Buying Behaviour • Business market typologies and their effects on marketing strategy and operations • Ethics in B2B Marketing Key Account Management Semester: 1 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 2 Prüfungsart: Immanente Beurteilung • Strategic, organizational aspects of KAM • Identification and selection 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 • Sales process in the B2B area • Organization structure of a sales department • Sales channels (single vs. multi; direct vs. indirect) • Sales controlling • Buying Center
International Law and Economics		6
International Law and Economics Economics Semester: 2 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 4 Prüfungsart: Immanente Beurteilung • Economic foundations in micro- and macroeconomics - distribution, taxation, equality • Economic growth and policy models • Unemployment and inflation • Domestic and foreign investment and their dependency on local con-ditions • Policy intervention options: possibilities of states, national banks,… to influence these economical conditions International Law Semester: 2 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 2 Prüfungsart: Immanente Beurteilung • International Law o Relationship between International Legal Systems o Overview about important organizations and institutions in Europe and beyond o Unfair Competition – Differences between Austria (UWG) and other European countries; relationship to other acts, rules, and regulations. o Product Liability, Consumer Rights and Consumer Protection o International IPR • Data Protection o Basic principles of data protection o Main actors o Data subjects rights o Data protection – relevance for sales and marketing • Contract Management o Conclusion of contracts o Priority of documents o Retention of title o Transfer the risk o Delay o Warranty/Guarantee
Strategy and Servitization	6
Strategy and Servitization Servitization and Service Excellence Semester: 1 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 3 Prüfungsart: Immanente Beurteilung • Introduction and fundamental concepts (SDL, …) • Dimensions of servitization and leveraging factors • Elements of profitable service excellence • Servitization paths and paths to service excellence • Selling product-service bundles and solutions Strategic thinking and execution Semester: 1 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 3 Prüfungsart: Immanente Beurteilung • Strategic Planning • Market and Competitor Based View • Customer Based View: Treacy/Wiersema, Reichheld, Ohmae, Strebl, …; • Resource Based Approaches: Core Competencies, Tangible and Intangible Ressources, experience curve, value chain, outsourcing • Business models – analogue and digital
International Marketing Management and Communication			5
International Marketing Management and Communication Cross-Cultural Marketing Semester: 3 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 2 Prüfungsart: Immanente Beurteilung • Discussing strategic and operative Marketing in the light of different cultures. • Elaborating advantages and disadvantages of various Marketing tech-niques in a particular culture. • Integrating Cross-Cultural Marketing into the larger corporate structure of a competitive business Customer Journey Lab Semester: 3 Typ: Pflicht, Individualtraining ECTS: 3 Prüfungsart: Immanente Beurteilung • Advanced theory on digital and analogue communication and content management • CRM principles, theories, strategies and techniques and the important role that CRM plays in today’s business. • Consolidation of data and automisation of processes in order to im-prove the CRM system. • Hands-on experience in working with CRM software on use cases which are split into four stages and represent different activities along the customer journey: CRM basics, classification, lead management, pricing/profitability
Global Negotiations			4
Global Negotiations Global Negotiation Training Semester: 3 Typ: Pflicht, Individualtraining ECTS: 1 Prüfungsart: Immanente Beurteilung • Sales Process in B2B • Negotiation Methodologies • Coordinate the selling team • Analyse the different roles, personalities and cultures from the buying center • Adaption of the negotiation style based on the different cultures • Develop and apply the persuasion tactics • Understand Batna, Zopa, reservation price • Global Pricing Buckets Global Price Management Semester: 3 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 2 Prüfungsart: Immanente Beurteilung • Price psychology in B2B Markets • Internal price process • Different methods of pricing (cost based, competitor based, value based and transactional pricing) • Price Culture • Digital Price Management International Procurement 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 – KPIs • Procurement Tools and Systems
GSM Capstone				6
GSM Capstone Applied Ethics Semester: 4 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 2 Prüfungsart: Immanente Beurteilung • Finding and selection of a social project in Austria or abroad. • Spending a minimum of 30 working hours in this defined project. • Summary of findings and experiences and reflection / de-briefing. • A suitable social project is defined as a voluntary, unpaid activity within a recognized social institution like Caritas, Red Cross, Arbeiter Samar-iter Bund, Amnesty international,… targeted at the clients of this organ-ization. • The social project has to be defined in semester 1 or 2. Capstone Project: Marketing and Sales Management Semester: 4 Typ: Pflicht, Integrierte Lehrveranstaltung ECTS: 4 Prüfungsart: Immanente Beurteilung • Application of combined knowledge about Marketing, Sales Manage-ment, Finance and Cross-cultural Management to specially challeng-ing cases in order to be encouraged to interdisciplinary thinking and application (in form of a capstone project). • Presentation of the findings in a professional way in order to convince the audience about the solution.

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