Market-Oriented Management

The Market Economy of the Future

What is it about? The goal of this program track is to equip you with the skills needed for the diverse areas of responsibility in market-oriented business management. You will learn to properly understand and analyze markets, to successfully tailor market strategies to the specific characteristics of markets, and to structure organizational, leadership, and management systems in a market-oriented manner. In this context, forward-looking topics, such as digital transformation, will be discussed.

What is being explored? This specialization therefore brings together the challenging steps that companies take in this context. These initially include analyzing the market situation (e.g., purchasing behavior, customer perceptions) and identifying customer needs. From this, appropriate strategies are derived (e.g., innovative and digital business models) to satisfy the identified needs or to foster long-term customer loyalty to the company. Finally, these strategies must be implemented within the organization (e.g., employee leadership, ethical corporate development) and executed in a way that customers can experience them.

Why should you choose this specialization? Market-oriented management has long been the central guiding principle of marketing management, but it is subject to constant change due to megatrends such as digitalization and sustainability. Among other things, this results in easier access to information and changing customer needs, making a customer-centric approach a critical success factor for market-oriented companies. In this specialization, you will therefore acquire broad competencies in modern business management that are suited to the changing market-oriented environment, thereby qualifying you for the current demands of the job market.

When selecting your modules, there are two strategies to consider: focusing on a specific area or developing broader skills. In principle, many other module combinations are possible, allowing you to tailor your personal profile to your own interests.

Focus

The“Busi­ness Manage­ment” module is a required course that forms the foundation of all combinations.

• Marketing Specialization: Marketing Manage­ment combined with Market and Consumer Behavior Research, Services and Relationship Marketing, and Manage­ment of Service Companies
• Specialization in Manage­ment: Marketing Manage­ment combined with Manage­ment of Service Corporations, Corporate Entrepreneurship, and Work and Organization in Digital Trans­formation
• Specialization inDigital Busi­ness Models: Market and Consumer Behavior Research combined with Work and Organization in Digital Trans­formation, Corporate Entrepreneurship, and Busi­ness & Ethics

Developing Broader Competencies

• Market and Consumer Behavior Research alongside Corporate Entrepreneurship and Service and Relationship Marketing
• Marketing Manage­ment alongside Economics & Ethics, Manage­ment of Service Companies, and Work and Organization in Digital Trans­formation