Profile area

Market-oriented Corporate Management

Digitalization, (de)globalization, climate change and social challenges are redefining the rules of the game in almost all markets.
More than ever, the customer is at the center of all market-related activities. New perspectives are emerging for market-oriented corporate management in order to develop innovative business models and markets, acquire new customers and intensify relationships with existing customers. Sustainable transformation processes that do justice to these changes are particularly important.

Course content

Market economy of the future

What is it about? The aim of this profile area is to qualify you for the wide range of tasks involved in market-oriented corporate management. You will learn to understand and analyze markets correctly, to successfully align market development with the special features of markets and to set up the organization and leadership and management systems in a market-oriented manner. In this context, forward-looking topics such as digital transformation are discussed.

What is being researched? The profile area therefore combines the challenging steps that companies take in this context. These initially include the analysis of the market situation (e.g. purchasing behavior, customer perception) and the identification of customer needs. From this, appropriate strategies are derived (e.g. innovative and digital business models) to satisfy the identified needs or to retain customers in the long term. Finally, these strategies must be implemented within the organization (e.g. leadership of employees, ethical corporate development) and made tangible for the customer.

Why should you choose this profile area? Market-oriented corporate management has been the central guiding concept of marketing management for some time, but 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 customer orientation a critical success factor for market-oriented companies. In the profile area, you will therefore acquire a broad range of skills in modern corporate management that meet the changing market-oriented framework conditions and thus qualify you for the current requirements of the labor market.

You want to know more?

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Sensible module combinations

There are two strategies for choosing your modules: Focusing on one area or developing broader skills. In principle, many other module combinations are possible so that you can design your personal profile according to your own interests.

Focusing

The module „Corporate Management“ is a compulsory subject for all combinations.

Marketing specialization: Marketing Management in combination with market and purchasing behavior research, service and relationship Marketing and Management of Service Companies
Management specialization: Marketing Management in combination with Management of service companies, Corporate Entrepreneurship and Work and Organization in the Digital Transformation
In-depth study of digital business models: Market and Purchasing Behavior Research in combination with Work and Organization in the Digital Transformation, Corporate Entrepreneurship and Business & Ethics

Building broader competencies

Market and Purchasing Behavior Research in parallel with Corporate Entrepreneurship and Service and relationship Marketing
Marketing Management in parallel with Business & Ethics, Management of service companies und Work and Organization in the Digital Transformation

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Research practice

Research practice is not only worthwhile for your final thesis, but from the very first day of your studies, through your first internship and into your professional life.
You will learn the „Future Skills“ that matter: the ability to categorize and understand large amounts of information, asking and answering relevant questions about current topics, gaining knowledge about future topics together with researchers at the university and to take treasures of knowledge with you into your career.
That's why we offer you the opportunity during the introductory week in the first semester, to get to know scientific work on current topics through research at „Forschung schnuppern“.
You have further interesting opportunities with „Forschung leichtgemacht!“ in the second semester,
„Humboldt reloaded“ in the third semester and within your profile modules and the research practice module from the fourth semester onwards.
You can have our offers and an internship credited as coursework in the free elective area.

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Research practice

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Further Master's programs

After completing your Bachelor's degree in Economics with a Market-Oriented Management profile, the following Hohenheim degree programs are particularly recommended:

Hohenheim Master of Management (HMM) especially with a focus on Marketing and Management
Double Master HMM with Liège or Venice
Master in Finance

But you are also very well prepared for the following degree programs:

Master International Business and Economics (IBE)
Double Master's IBE with Liège, Venice, Pavia or Varese
Master Bioeconomy

A Master's degree qualifies you for scientific work at universities and research institutes.

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Career perspectives

The profile area teaches skills and tools for analysing market developments and developing strategies to better position companies and other organizations on the market.

Some typical occupational fields:

Marketing
Product/brand management Market research
Sales and Key Account Management
Management consulting
Corporate development/business development

Employers are for example:

Companies in all sectors

Helpful competencies:

Collecting and analyzing data
Developing concepts
Working on complex tasks
Analytical and structured work

The CareerCenter offers you support with career orientation and career entry. You can also get individual advice here on your choice of profile area and talk about your possible career paths. The F.I.T. program also offers courses to support you in your decision-making process.

More about the Career Center

Erfahrungsberichte unserer Alumni

Behare,
Produktmanagerin

"Ich arbeite in einem internationalen Konzern und wende die erlernten Inhalte des Profilbereichs täglich an. Es ist sehr interessant und abwechslungsreich, da ich einerseits viel Verantwortung habe und mich dementsprechend selbst steuern und managen kann und andererseits auch sehr viel Kontakt mit Kollegen und Märkten weltweit habe, um Marketing-
konzepte umzusetzen und Marktforschungen durchzuführen."

Fabian Brandt,
Projektmitarbeiter

"Meine Erwartungen an den Profilbereich wurden von Anfang an vollumfänglich übertroffen. Besonders hilfreich ist hierbei ein gutes Gespür für Zahlen, gepaart mit einem fundierten, unternehmerischen Verständnis. In meinem jetzigen Job kann ich im Daily Business auf fundierte Kenntnisse aus dem Profilbereich zurückgreifen."

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Lecturers

Prof. Dr. Karsten Hadwich (Business Administration, in particular Service Management and Service Markets)
Prof. Dr. Marion Büttgen (Business Administration, in particular Corporate Management)
Prof. Dr. Verena Hüttl-Maack (Business Administration, in particular Marketing and Consumer Behavior)
Prof. Dr. Andreas Kuckertz (Company Foundations and Entrepreneurship)
Prof. Dr. Henner Gimpel (Digital Management)
Prof. Dr. Caroline Ruiner (Sociology)
Prof. Dr. Michael Schramm (Catholic Theology and its Didactics and Business Ethics)
Prof. Dr. Markus Voeth (Business Administration, in particular Marketing & Business Development)