Specialisation "Market-oriented Management"

Do you have an interest in business management topics and want to help actively shape corporate decisions in the future? If so, this is the right master’s programme for you! Successful companies set themselves apart by developing a strategy focused on the market’s needs and being able to follow this strategy efficiently. But how can you keep everything on track when you are constantly being faced with new challenges such as COVID-19, competitors with AI technology, or better connected, more demanding customers?

On the Market-Oriented Management master’s programme, you will learn systematic, analytical processes that enable you to keep a cool head even in turbulent times. Taking an academically sound yet also practically oriented approach, we teach you how to turn market data into corporate, business and marketing strategies using the most modern methods and how you can implement these successfully. Business challenges, guest presentations and case studies from real corporate scenarios form a significant part of the course and allow for the use of interactive teaching methods where students can contribute, discuss and present their work in front of others.

The lectures are divided into three main topics. The first looks at teaching you the skills required to systematically analyse markets. The focus here is on handling data and using it to gain strategic insights. The second topic concentrates on how these insights can be incorporated into companies’ strategies advantageously. You will learn how to make strategic decisions based on data and assess the various courses of action open to you. The third topic teaches you how to implement strategic decisions effectively and efficiently, how to manage the implementation process economically and how to make optimal use of employees’ potential as the driving force behind the planning and implementation of said decisions.

The specialisation "Market-oriented Management" can be completed entirely in English.

Topics and example courses

Market Research and Analytics

  • Introduction to Business Analytics
  • Supervised Machine Learning
  • Customer Insights

Markets and Strategies

  • Markets & Strategies Seminar
  • Marketing Technology
  • FinTech & InsurTech – Digitalization of the Financial Services Industry
  • Branding in Fashion and Luxury Markets

Management and Implementation

  • Reinventing Leadership – being a leader in the world of today
  • Ethics and Critical Marketing
  • Business Engineering
  • Strategic Human Resource Management

Career prospects

Thanks to the skills and corporate contacts acquired throughout the degree, you will leave with excellent career opportunities in fields such as consulting, strategic business management, market research and (digital) marketing management.