Course Catalogue 2018/2019 - Karlshochschule …...– The basics of the phonetic and written form of the foreign language – Basic grammatical structures – Basic lexis – Learning

Course Catalogue

2018/2019

Module descriptions:

Courses Offered in the Fall Semester 2018/2019

Courses Offered in the Spring Semester 2019

General remarks

We recommended that incoming students join one of our regular student cohorts, e.g. International Marketing Management 2nd year. In addition, certains combinations of courses from different programs and semesters are possible. Exchange and visiting students who can demonstrate proficiency in German may also choose from the first-year courses offered in German. In this case please contact the International Office for additional information. Master level courses Our Master courses are open to graduate exchange students with the background and language proficiency required to succeed in class, provided there are still free spaces. To take courses in our Master program in Management, students need to fulfill the following prerequisites:

- completion of a Bachelor degree or equivalent status (e.g. in the Grande Ecole

program),

- a background in business administration and specific subjects (especially for

semester 2 and 3 modules) and

- English proficiency on the level of C1.

The Master programs starts once a year in March. In spring, exchange students who fulfill the prerequisites mentioned above can join the first-semester courses. In the fall, exchange students who fulfill the prerequisites mentioned above can join the 2nd-semester courses, provided they have the necessary background, i.e. modules equivalent to those taught during the first-semester. Most of the Master courses offered in the fall semester require a cultural sciences background. They rely strongly on the content covered in the first semester of our Master program. We ask students interested in taking Master courses to send us transcript of records with all the courses they have taken so far, both on the Bachelor and the Master level, so that we can check if they fulfill the prerequisites. It is also possible to mix Bachelor and Master courses, depending on the course schedule.

Our programs are:

GENR General Management (mandatory in all Bachelor programs)

ACM Arts and Cultural Management

IB International Business

IEVM International Event Management

IMA International Marketing Management

IMC Intercultural Management & Communication

IMM International Media Management

IR International Relations

ITM International Tourism Management

MA Management (Bachelor program with specializations)

MM Management (Master program) – all those interested please

contact the International Office early

PPE Politics, Philosophy & Economics

Language courses (fall/spring)

The classes are taught at different levels and the course offerings depend on a

minimum number of participants.

English (4 ECTS)* Academic Writing (6 ECTS)** German Language (6 ECTS) Intensive German Course (German A1.1) (6 ECTS)*** Arabic (6 ECTS) Chinese (6 ECTS) French (6 ECTS) Italian (6 ECTS) Japanese (6 ECTS) Portuguese (6 ECTS) Russian (6 ECTS) Spanish (6 ECTS)

* 6 ECTS possible ** requires an English language proficiency level of C1 *** an intensive beginners’ course offered in September and February

German as a Foreign Language 1

Qualifications objectives of the module:

Students who have successfully participated in this module will be able to:

either

–deal with simple everyday situations in the spoken language,

–understand and deal with basic standard situations (e.g. filling in forms) using their knowledge of

the written language (target level A1-A2, with no previous knowledge of the language),

or

–use their spoken language to take part in a suitable range of advanced business communication

situations,

–draw up accompanying written documents (target level B1-B2, with previous knowledge of the

language with approx. three years of German at school).

Content of the module:

– Communication skills in everyday situations

– Pronunciation and intonation

– General vocabulary

– Basic grammar

– Business vocabulary

– Simple application of the language in professional situations

– Production of simple texts

– Initial contact with the civilisation and culture of the German-speaking world

Target level A1-A2, specifically:

– The basics of the phonetic and written form of the foreign language

– Basic grammatical structures

– Basic lexis

– Learning aids

Target level B1-B2, specifically:

– Consolidation of knowledge of the language in oral and grammatical exercises

– Extension of the general vocabulary and the basics of business vocabulary

– Specialised texts

– Learning aids

German as a Foreign Language 2

Qualification objectives of the module:


– deal with simple everyday situations in the spoken language,

– understand and deal with basic standard situations (e.g. filling in forms) using their

knowledge of the written language (target level A2, with little knowledge of the

language),

or

– use their spoken language to take part in a suitable range of business communication

situations,

– draw up accompanying written documents (target level B1-B2, with previous knowledge

of the language with approx. three years of German at school).

or

– follow complex business communication situations and take part in them using the

spoken language,

– write longer texts with analytical contents in German.


– Extension of lexical knowledge and consolidation of grammatical structures and contents as well as the progressive development of listening comprehension skills and written and spoken production skills. – Information on culture and civilisation is also included regularly in the course.

Target level A2, specifically:

– The basics of the phonetic and written form of the foreign language – Basic grammatical structures – Basic lexis – Learning aids –

Target level B1-B2, specifically:

– Consolidation of knowledge of the language in oral and grammatical exercises – Extension of the general vocabulary and the basics of business vocabulary – Specialised texts – Learning aids

Courses offered in the Fall Semester 2018/2019

Preparatory Course

GL1 GENR Intensive German course (beginners‘ level) 6

First-year courses (Bachelor of Arts, Undergraduate)

No. Prog. Title ECTS-Credits

EFL1 GENR English as a Foreign Language (Business English) 1 4 or 6

IMAN GENR Introduction to Management 5

RTMA GENR Re-Thinking Management: Culture, Society and Ethics 5

BENV GENR Business Environment (2 semester course) 8

SCIE GENR Introduction to Scientific Research Methods

(2 semester course) 8

GECO IB Global Economy 4

CUST IB, IR Cultural Studies 4

MVRM IB,MA Marketing: Creating Values, Relations & Markets 4

MCAS MA Media, Communication and Storytelling (GERMAN) 4

CTHF MA Culture: Theory, History and Forms (GERMAN) 4

EMEM MA Event, Management as Event, Event Management

(GERMAN) 4

INIR IR Introduction to International Relations 5

INOR IR International Organizations 5

PHIL PPE Introduction in Philosophy 5

IPOS PPE Introduction in Political Science 5

Second-year courses (Bachelor of Arts, Undergraduate)


LANG GENR Foreign Languages (selection of courses) 6

GL GENR German as a Foreign Language 6

AWE GENR Academic Writing 6

RESO GENR Resources: Financial Resources, Human Resources,

Organization 6

GBCU GENR German Business Culture 6

IPRO GENR Introductory Company Project 6

ISP GENR Intercultural Study Project 6

ARST GENR Area Studies (please choose a region) 6

MOPS IB Managing Operations Globally 6

ICBC IMC, IB Intercultural Business Communication 6

IMAS IMA International Marketing Strategy 6

MIIC IMA Marketing Intelligence, Implementation and Controlling 6

TOGE ITM Tourism Geographies 6

SPDD ITM Strategic Planning and Destination Development 6

SEDD IEVM Sustainable Events: Development and Design 6

EMPR IEVM Events Marketing and (Re-)Positioning 6

CANMD ACM Challenging Actors: Networks, Mediation, Dramaturgies 6

CPFL ACM Cultural Policy, Financing and Law 6

ANTH IR Anthropology 6

CORE IR Conflict Resolution 6

Third-year courses (Bachelor of Arts, Undergraduate)


CHIN GENR Change and Innovation 6

ETHI GENR Elective: Ethics in Management: 6

FLAB IMA Marketing FutureLab 6

JHCR IR Justice, Human and Constitutional Rights 6

ECIN IR Economic Institutionalism 6

Fourth-year courses (Master of Arts)

General modules:

CMAC MM Culture, Markets & Consumption 5

NORU MM Governance: Norms, Rules & Rituals 5

STRT MM Strategic Practice 5

POCO MM Power & Conflict 5

Specialization modules:

CRIN MM Creative Industries 5

SONE MM Social Networks 5

DORC MM Diversity & Organziational Culture 5

BRAS MM Brand Strategies 5

Courses offered in the Spring Semester 2019

Preparatory Course

GL1 GENR Intensive German course (beginners‘ level) 6

First-year courses (Bachelor of Arts, Undergraduate)


EFL2 GENR English as a Foreign Language (Business English) 2 4 or 6

KUMA GENR Kultur und Märkte (GERMAN) 5

STRA GENR Basic Principles in Strategic Management 5

IVEN IB International Business Venues 4

TRAM IB Transcultural Marketing 5

ICBC IB Intercultural Business Communication 4

EXCC IB Exploring Consumer Culture 4

EXMC IB Exploring Media Reception (GERMAN) 4

EXAU IB Exploring Audiences (GERMAN) 4

EXEV IB Exploring Events, Performances and Experiences(GERMAN) 4

SUDE IR, ISM Sustainable Development 6

POLP IR Political Philosophy 5

STRA IR Introduction to Strategic Practice 5

FPAN IR Foreign Policy Analysis 5

Second-year courses (Bachelor of Arts, Undergraduate)

LANG GENR Foreign Languages (selection of courses) 6

GL GENR German as a Foreign Language 6

MACC GENR Managerial Accounting 6

BMI GENR Business Model Innovation 6

APRO GENR Advanced Company Project 6

SUDE IB Sustainable Development 6

IFAS IB International Finance and Sustainability 6

ICOL IMC International Collaboration Management 6

ICCO IMC Intercultural Communicative Competence 6

RIM IMA Relationships in International Marketing 6

IMCO IMA International Marketing Channels and Operations 6

CPOT ITM Critical Perspectives on Tourism 6

TOOP ITM Tourism Operations 6

LOCA IEVM Exhibitions, Conventions, Sports and Cultural Events: The

Locations Dimension 6

OPER IEVM Exhibitions, Conventions, Sports and Cultural Events: The

Operations Dimension 6

SACM ACM Strategic Arts and Cultural Management in Different

Institutions and Social Contexts 6

ACME ACM Arts Communication, Marketing and Education 6

Fourth-year courses (Master of Arts)

General modules:

CUTU MM Key Concepts for the Study of Management as

Culture: Cultural Turns 5

LERE MM Controlling: Leading for Results 5

BUSA MM Business Analysis 5

RHES MM Rhetorics and Stylistics 5

Specialization modules (3 to 4 out of the following, depending on demand):

CRCO MM Creativity in Context 5

CSIC MM Culture & Society in Change: History & Trends 5

IDTY MM Identity 5

ABRA MM Approaching Brands 5

NECU MM New Media Culture 5

ASUS MM Approaching Sustainability 5

Module Descriptions

English as a Foreign Language (Business English) 1

Objectives:


– communicate in a broad variety of business situations in the English language, – know advanced terminology used in business as well as parts of the language for

specific purposes and apply the terminology in practical business situations, – write complex texts, – use important rhetorical skills in English business communication environments, – participate actively in practical situations, initiating both subject-oriented discussions as

well as interpersonal talk.

English level C1.1 (according to the Common European Framework of Reference for

Languages)

Content:

Introduction to general business English terminology and vocabulary for specific purposes,

introduction to business communication skills (written and oral), application of knowledge

and skills in basic role plays and case studies, practice listening skills using audiovisual

media, systematic grammar revision etc.

Learning Methods:

Interactive lectures, case studies, role plays: exercises focussing on listening

comprehension and oral production, reading comprehension and writing production.

Special features are specified at the beginning of the semester.

English as a Foreign Language 2

Qualification objectives of the module Students who have successfully participated

in this module will be able to:

– communicate with ease in a broad variety of business situations in the English language,

– know the advanced terminology used in business as well as the language for specific purposes and apply it confidently in practical business situations,

– write complex and coherent texts, – express themselves spontaneously and

fluently in different situations, – differentiate shades of meaning in

complex contexts.

English Level C1.2 (according to the

Common European Framework of Reference

for Languages)

Content of the module

Introduction to advanced business English

terminology and vocabulary for specific

purposes on an abstract and idiomatic level,

advanced communication skills (written and

oral), application of knowledge and skills in

complex role plays and case studies, practice

listening skills using audiovisual media,

systematic grammar revision etc.

Teaching and learning methods of the

module

Interactive lectures, case studies, role plays:

exercises focussing on listening

comprehension and oral production, reading

comprehension and writing production

Special features (e.g. online activities,

event/company visits, guest speakers, etc.)

Special features are specified at the

beginning of the semester.

Introduction to Management

Duration: 1 Semester

Learning Outcomes: Students who have successfully completed this module are able to: - Describe basic management issues and their importance, tasks and roles of the manager in the context of different organizations from different perspectives. - to define and distinguish the main actors and institutions of entrepreneurial activity and to explain their interaction - differentiate general and functional as well as normative, strategic and operational management into goals and tasks - to present the concept of the value chain and to distinguish the primary, controlling and supporting processes of the value chain (according to M. E. Porter) - to describe management as a cross-sectional function for planning, controlling and monitoring the use of resources and the interaction of functional functions on the basis of the PDCA cycle - to distinguish which management situations can best be managed with the help of which methods (analytical, quantitative, qualitative, interpretative) - identify the financial flows along the value chain and describe the importance and principles of accounting, financing and investment appraisal - to solve management tasks in an integrated manner with the help of qualitative and quantitative methods - to apply what they have learned to current issues and selected case studies and to question them critically, also with regard to their own location in their studies. Module Content – Historical development of management and selected management concepts – The multifunctional socio-technical system enterprise, represented by the value chain according to M. E. Porter – Objectives and tasks of general and functional management as well as project management – The normative, strategic and operational level of management – Roles, tasks and competencies in management and their critical reflection from a culturalist-constructivist perspective – The resources of the company and the situational use of management instruments, in particular target setting, planning, organisation/delegation and control under conditions of complexity and ambiguity – Basic knowledge of finance – Principles of internal and external accounting (according to HGB and IFRS) – understanding of investment and company valuation – Qualitative and quantitative methods for solving management tasks (e.g. qualitative methods for analyzing organization, culture, employee motivation and quantitative methods e.g. for determining the present value, the earnings value or the cost, revenue, demand, price sales and profit functions)

Teaching Methods Interactive lecture, exercises for the application of qualitative and quantitative methods to management tasks; case studies The lecture is designed as a integrated teaching unit where qualitative and quantitative methods are taught in an integrated manner in connection with the respective management tasks. Individual methods are further developed and practiced in the Scientific Methods (WISS) module and in separate tutorials.

Re-Thinking Management: Culture, Society, Ethics

This module forms the general foundation for the Management Cycle and has

particular references to BENV (analyze), STRA (plan), RESO (do), MACC (check),

CHIN (act) and to other specialization and modules like RTMA. At the same time, it

prepares students for the main areas of study and explains the integrative context of

the course of study.

Students who have successfully completed this module are able:

- To understand the connection between knowledge and interest

- interpret the theoretical and practical contingency of management and knowledge

about leadership and leadership practices and their historical and cultural

conditionality

- Classify management in a discourse context of instrumental rationality, feasibility,

technocratic-bureaucratic formalization and quantification, alienation as well as power

and control, exploitation and dominance.

- To make the "Cultural Turns" conceptually and methodologically fruitful for analysis

and understanding of management and leadership practice

- to distinguish different positions, approaches, concepts, discourses and schools

from business ethics from philosophical, economic and practical points of view and to

present their statements and significance to the relationship between ethics and

economics

- To critically question the "autonomy" and determinacy of economic action and the

"normativity of economic factual logic" with regard to ethical claims and to reflect on

the possibilities of a reintegration of practice, poetry and phronesis

- to reflect on their own study goals and personal motivations for a professional

activity in management, to identify the cultural and social conditionality of their own

thinking, learning and acting and to reflect on the connection between "group, topic,

ego and globe" within the framework of a moderated topic-centered interaction.

- to experience and interpret different modes of "sensing" and "sense-making" in

oneself and in "others" and to integrate them in the sense of holistic personality

development

- to reflect, understand and interpret the integrative context of the programme with

regard to its importance for their own professional development and lifelong learning

Content of the Module

– Historical development and contingency of the economic system and

organizations

– Individual, sociality, (inter-)relation and institution

Methodological individualism

Methodological holism

Mediating approaches (e.g. Bourdieu, Elias, Beck, Giddens)

Relational approaches, network theories

Institutions (institutional theories, logics, practices)

– Definition and historical genesis of the management concept

– Relationship between (European 7 Eurocentric) modernity and management

– Critical management: perspectives, approaches, concepts, reflexivity,

perspectives

– Cultural Turns, in particular

Interpretive Turn

Performative turn

Practice Turn

Spatial turn

Postcolonial Turn

Translational turn

Narrative turn

Iconic Turn

Relational Turn

Integral Turn

– Interpretation, hermeneutics, phenomenology

– Introduction to ethics

Virtue ethics

Deontological approaches

consequentialism

Ethics of discourse

– Business Ethics

Homann

Wieland

Ulrich

Further approaches

– Relationship between ethics and economy

Levels of responsibility

System levels

Levels of integration

– Importance and application of ethics in organization, leadership and management

– Corporate Social Responsibility

– Possibilities of reintegrating practice, poetry and phrónêsis

– Integrative context of the programme

– Classification and critical reflection of the importance of the management cycle in

relation to management theory:

– ReThinking of specific management functions

– Moderated reflection

Business Environment

Duration: 2 Semesters Qualification objectives of the module Students who have successfully participated in this module will be able to:

– Describe political, economic, socio-cultural, technological, environmental and legal factors that influence entrepreneurial activities on a local, regional and national level and their interrelations

– present, classify and interpret current economic issues and the main macro-economic theoretical approaches and models

– describe the basic environmental factors, players, institutions and instruments of (economic and) political activities and critically interpret political decisions regarding the use of the community`s resources

– explain the importance of the legal system in a national and international context and take entrepreneurial actions drawing on a knowledge of civil law, business law, trade law and labour law

– conduct a PESTEL analysis


– Political, economic, social, technological, environmental and legal conditions

for entrepreneurial activities

– Decision-makers, instruments and objectives of economic policy

– The importance of political institutions and relations for entrepreneurial

activities

– Economic systems

– Basic principles of macro-economics

– Analysis of economic circulation and macro-economic accounting

– Development of economic indicators

– Main areas of macro-economics

– Societal and demographic framework for entrepreneurial activities

– The role of law in regulating interaction in society and

as a location factor

– Public law: guarantee of freedom and a reliable legal framework

– Forms of civil law relevant to entrepreneurial activities. e.g.:

o Basic principles of sales contracts

o Basic principles of contracts for work and labour

o Basic principles of company law

o Basic principles of trade law

o Basic principles of labour law

– Comparison of different legal cultures and forms of cross-border business

ventures

– PESTEL analysis

Introduction to Scientific Research Methods

Duration: 2 Semesters Qualification objectives of the module

Students who have successfully participated in this module will be able to: – appropriately apply methods and work techniques of empirical research and

adequately implement qualitative and quantitative methods of analysis (e.g. frequency distributions, measures of central tendency, variance and association, correlation between two variables, linear regression)

– understand and describe different approaches to the philosophy of science and epistemology; explain the relationship between the philosophy of science and standards of academic research in the management, economic and social sciences

– prepare texts, graphs, spreadsheets and presentations using standard software; thereby, be able to communicate in an academically suitable manner as well as convincingly present results

Content of the module – The philosophy of science and epistemology – Diverse methods of academic inquiry (scientific interest, research question,

theories, hypotheses, methods, inter-textual discourse, literature research) – Diverse methods of empirical social research, including the basic statistical

principles that support quantitative methodologies – The foundations of descriptive and inferential statistics – The standards of scientific communication (e.g. norms of citation and

bibliography) – Different techniques for learning and carrying out academic work

Global Economy

Duration: 1 Semester Qualification objectives of the module Students who have successfully participated in this module will be able to:

Explain the evolution of the globalization phenomena from the history of commerce and trade Delineate basic concepts and theories used to define and analyze internationalization and globalization taking an interdisciplinary perspective Identify factors that promote or impede international economic activity and identify the disparity across countries or geographic borders Identify major trends that are disrupting economic activity across borders Identify major institutions at the international level (IGOs, governments and transnational corporations & MNCs) that effect individual business or the industry in terms of organizational type and strategy, as well as the processes involved in doing business abroad Analyze, evaluate and recommend the globalization and internationalization process for countries, firms and managers

Content of the module – Brief History of Commerce and Trade – Introduction to Economic Theory – Globalisation and Internationalisation – Fundamental Aspects of Currencies and Exchange rate Systems – Basic International Trade Regulation and Law – Relationship of cultural Factors and Corporate Responsibility on IB – International Actors: States, Companies and Multinationals – International Business Strategy – International Business Operative Functions – Examples of Companies and Countries from all continents, in particular with

respect to how their profile affects the ability to compete.

Cultural Studies Duration: 1 Semester Qualification objectives of the module Students who have successfully participated in this module will be able to: -identify the cultural fundament of political, social and economic practice. -recognize the polysemy of the term culture and classify its various definitions according to their respective viewpoint (narrow, extended closed, open) and their adscription to a discipline (e.g. cultural anthropology, economy, sociology). – applying postmodern theory (identity, critical theory), describe culture as a social construct. –critically reflect on their own culture from the point of view of economic geography and cultural anthropology. –apply methods of cultural analysis (e.g. symbolic meanings, rituals, myths, vision and style). –re-construct and illustrate elements of the own culture from a socio-historic perspective. Content of the module: -Variants of the concept of culture

-Cultural theory: models and disciplines

-Central concepts related to culture (life-world (Lebenswelt), value system, cohesion,

liquidity, fuzziness, collective memory, identity)

-Critical reflection on own cultural history

-Description and analysis of culture: macro-, micro- and meso-analytical approaches

Marketing: Creating Values, Relations and Markets Duration: 1 Semester Qualification objectives of the module Students who have successfully participated in this module will be able to:

– define the subject of marketing and the underlying theoretical concepts (e.g., value-based marketing, relationship marketing, market orientation),

– discuss major developments in marketing theory and marketing practice (especially historic development of thoughts) and different disciplinary (economic, technological, psychological, sociological) approaches,

– reflect the embeddedness of values, relations and market dynamics in cultural contexts,

– know the relevant fields of actions and job profiles in strategic marketing, – reflect marketing practice from the perspective of cultural turns.


– Marketing theory (generic concept, market orientation) – Customer Value & Value-Based Marketing – Introduction into consumer behavior and market research – Introduction into strategic marketing (segmentation, positioning, targeting) – Marketing Channels: Pricing & Distribution – Integrated communication and relationship marketing – Sustainable Marketing („Environmental Imperative“) – Market system dynamics

Media, Communication and Storytelling

Qualifications of the Module:

Studierende, die dieses Modul erfolgreich absolviert haben, sind in der Lage

– den Gegenstand der Kommunikation sowie grundlegende Modelle, Konzepte und Theorien zu definieren

– interdisziplinäre Ansätze auf Erzählungen zu verstehen

– das Wissen der Narratologie auf ökonomische Zielsysteme zu beziehen

– die Kommunikation in kulturelle Kontexte zu reflektieren

– zur gesellschaftlichen Verantwortung der Medien Stellung zu nehmen

– die Elemente, Dynamiken und die Verwendung von Erzählungen zu verstehen, insbesondere Elemente transmedialen und multimedialen Erzählens

– die wesentlichen Handlungsfelder und –parameter in der Medien- und Kommunikationsbranche zu kennen sowie Kompetenzbereiche, Aufgabenfelder und Berufsbilder darin zu beschreiben

– kommunikative Praxen aus der Perspektive der narrative turns zu reflektieren

Content of the Module:

– Rolle von Erzählungen in Kommunikation und Kultur

– Interdisziplinäre Ansätze der Erzähl-, Kommunikations- und Medientheorien

– Medienstrategien und –formate in verschiedenen Medienkulturen (Fernsehen, Radio, Printmedien, digitale Medien)

– Rolle der Medien im Spannungsfeld von Wirtschaft, Gesellschaft und Kultur, insbesondere hinsichtlich medienethischer Fragen

– Elemente von Dramaturgie und Narratologie (Einheit von Zeit, Raum und Handlung; Aktstruktur, Figuren, Story/Plot, Setting, Thema, Stil, Genre, Spannung etc.)

– Eigenschaften von Transmedia Storytelling

– Kreatives Schreiben für Literatur, Nachrichten und visuelle Medien

Culture: Theory, History and Forms

Dauer: 1 Semester Qualifikationsziele des Moduls

Studenten, die dieses Modul erfolgreich absolviert haben, sind in der Lage

– die historische Wechselwirkung von künstlerischen, wissenschaftlichen, ökonomischen, technologischen und medialen Entwicklungen exemplarisch interdisziplinär zu analysieren,

– zentrale Positionen der Kulturwissenschaften (insbes. Kunst-, Medien- und Kulturtheorie) zu erläutern,

– kulturelle Formen in ihrer Doppelrolle als künstlerische Werke und auch als Marken innerhalb der Entertainmentindustrie zu beschreiben,

– verschiedene Theorien und Ansätze der Kunst- und Medienrezeption zu klassifizieren,

– wichtige Akteure und Tätigkeitsbereiche im Spannungsverhältnis zwischen Kultur und Ökonomie und dessen gesellschaftlich-ethischen Implikationen zu beschreiben und die Relevanz einer ‚übersetzenden‘ Rolle zwischen beiden Sphäre zu verstehen,

– die wesentlichen Handlungsfelder und – parameter in der Medienbranche und im Kulturmanagement zu kennen sowie Kompetenzbereiche, Aufgabenfelder und Berufsbilder darin zu beschreiben,

– die daran relevanten beruflichen Praxen aus der Perspektive des Translational Turns zu reflektieren,

– die Typen, Organisationsformen, Geschäftsmodelle, zentralen Formate Interaktionsmuster, Erwartungen und Interessen der Akteure in kulturellen Industrien (Visuelle Kunst, Darstellende Kunst, Musik, Film/Fernsehen, Literatur, Games) zu differenzieren.

Inhalt des Moduls

– Übersicht über zentrale Diskurse der Medien-, Kultur- und Kunsttheorie im 20. und 21. Jahrhundert insbesondere mit Blick auf die Rolle von Kunst in der Gesellschaft

– Theorien und Perspektiven des Translational Turn – Exemplarische interdisziplinäre Vorstellung von internationalen historischen

Umbruch- oder Übergangssituationen und deren Aus- bzw. Wechselwirkungen in Kunst, Wissenschaft, Wirtschaft, Politik und anderen Gesellschaftsbereichen, insbesondere zur Industrialisierung des Kunstsystems

– Diskussion ausgewählter Beispiele von Marken der Unterhaltungsindustrie, deren strategischen Positionierung, Einbettung in Geschäftsmodelle, gesellschaftlicher Rolle sowie Zuschauerformationen

– Überblick über die Kulturindustrien sowie zentrale Managementfelder (z.B. Fundraising, Vermittlung, Marketing, Führung)

– Einführung in das Feld der Kultur- und Kreativindustrien (wirtschaftliche Relevanz, verschiedene kreative/kulturelle Felder, politische/wirtschaftliche Fördermöglichkeiten)

– die jeweilige Bedeutung, das spezifische Rollenverständnis, Netzwerk- und Interaktionspraxis von Akteuren und Stakeholdern des nationalen Mediensystems: relevante Institutionen, Organisationen, Staat, öffentlichrechtliche und privatrechtliche Intermediäre, Medienhäuser, Agenturen und andere Dienstleister, Journalisten, Kommunikatoren, Rezipienten

– Kultur-, Kunst- und Medienrecht (Vertragsrecht, Arbeitsrecht, Urheberrecht)

Event, Management als Event, Event Management Qualifications of the Module: Studierende, die dieses Modul erfolgreich absolviert haben, sind in der Lage:

– den performative turn in die „cultural turns“ einzuordnen und aus dieser Perspektive sowohl das Phänomen „Event,“ als auch Managementpraxen zu beschreiben

– die Einbettung von performativen Akten, insbesondere von sozial-kulturellen Ereignissen in ökonomische Zielsysteme, individuelle und kollektive Identitätspolitiken sowie weitere kulturelle Kontexte zu verstehen

– die Eigenschaften von Dienstleistungen zu definieren und die besonderen Herausforderungen in ihrem Management zu beschreiben

– Kompetenzbereiche, Aufgabenfelder und Berufsbilder in den Serviceindustrien mit besonderem Fokus auf der Eventindustrie zu beschreiben

– die Eventbranche zu definieren, in einen soziokulturellen Kontext einzuordnen, hinsichtlich ihrer unterschiedlichen Facetten und Perspektiven zu beschreiben und gegenüber anderen Dienstleistungsbranchen abzugrenzen,

– relevante Journals und Fachzeitschriften hinsichtlich ihrer Zielgruppen, inhaltlichen Ausrichtung, Erscheinungsmodi etc. zu beschreiben,

– am Beispiel eines realen Fallbeispiels die in der Branche angewandten Methoden und Instrumente feststellen und einordnen zu können,

– den Stand der Theoriebildung und wissenschaftlichen Auseinandersetzung mit aktuellen Themen aus dem Überschneidungsbereich von Event und Management zu erkennen

Content of the Module: – Positionen der Inszenierungs- und Performanztheorie und der Debatten um den Performative

Turn und Authentizität – Theorien zum Spannungsverhältnis von Identität und Rolle und Erfahrung dieser

Spannungsverhältnisse im Rahmen eines Schauspielworkshops – Serving: Einführung in das Dienstleistungsmanagement, Service-Dominant Logic – Staging: Raumzeitliche Inszenierung von Produkten, kulturellen Formaten oder sozialen

Ereignissen – Selling: geschäftliche Transaktionen aus einer interaktionsfokussierten Perspektive – Einordnung des Fachgebiets Eventmanagement als wissenschaftliche Disziplin (Forschungsstand,

Fachliteratur etc.) – Charakteristika und Strukturen des Managements von Events in der Praxis – Inhaltliche Dimensionen des Managements von Events im Überblick (Hardware, Software,

Wirtschaftlichkeit (Wertschöpfungskette etc.), Organisation, Akteure und Netzwerke) – Analyse und Bewertung ausgewählter Praxisbeispiele unter Hinweis auf gängige Methoden und

Instrumente

Introduction to International Relations


- Describe the evolution of the modern states system and the transition from international to global society as context for the discipline IR

- Explain and discuss the development of International Relations - Demonstrate an understanding of the major theories, concepts and debates in

the discipline of International Relations and appreciate the strengths and weaknesses of the different approaches

- Demonstrate critical understanding of both the philosophical and practical issues, which have underpinned the study, and practice of International Relations

- Apply exemplarily IR theory to a number of practical issues Content of the module

– Theory and the Study of International Relations – Idealism, Liberalism and Global World Order – Classical Realism – War and the use of Force – Neorealism – Explaining Superpower Dominance – The English School and International Society – Marxism and Critical Theory – The Global Economy – Gender, Feminism(s) and Masculinities in the study of International Relations – Green Approaches – Postructuralism and Postmodernism – Constructivism – Cosmopolitanism. Case Studies (Theories in Practice) – Global Justice and the State – Foreign Policy, Diplomacy and War – International Political Economy – Terrorism – Environment and Sustainability – International Law and Humanitarian Intervention – Institutions and Regimes

International Organizations


- Describe historical trends in the development of the existing global institutional framework

- Identify the key features, roles and responsibilities of different International Organisations

- Illustrate the role of state and non-state actors - Explain the internal and external dynamics of international organisations in a

changing global environment - Distinguish major global challenges related to institutional integration


– Theory and History of International Organizations – Policy-Making in International Organizations – Activities of International Organizations – United Nations I: Goals, Charter, Organs, Organization – United Nations II: Security Council – European Union, Council of Europe – ASEAN – Arab League – WTO, IMF & World Bank – ILO, WHO, WIPO, WFP, UNESCO, UNICEF, IOM, etc. – OECD, OPEC – NATO, OSCE – International Court of Justice & International Criminal Court – International Non-Governmental Organizations

Introduction in Philosophy

Learning outcomes of the module:


•distinguish different systems and sub-disciplines of philosophy and describe the key questions and

concepts from each of the main areas, i.e. Logic, Metaphysics/Ontology, Epistemology, Philosophy of

Knowledge and Science, Philosophy of Language, Philosophy of Mind, Ethics, Political Philosophy and

Aesthetics

•reason, i.e., reflect and express philosophical ideas and argumentations in an organized and logical

consistent way, and examine and evaluate arguments and their representation

•discuss and analyse philosophical questions and issues or positions like scepticism, free will,

personal identity, realism vs. antirealism, the mind/body problem, utilitarianism vs. deontology,

ethical obligations, moral relativism vs. universalism, justice, practical wisdom

•critically evaluate major contributions to the history of philosophy and contemporary philosophy


– What is Philosophy

– History of Philosophy

– Philosophical Reasoning

– Argumentation

– Logic

– Metaphysics/Ontology

– Epistemology, Philosophy of Knowledge and Science

– Philosophy of Language

– Philosophy of Mind

– Ethics and Moral Philosophy

– Political Philosophy

– Aesthetics

– Analytical Philosophy

– Continental Philosophy

– Contemporary Philosophy and postmodern philosophy

Introduction in Political Science

Learning outcomes of the Module:

Students who have successfully participated in this module will be able to

• distinguish various sub-disciplines and approaches in political science, e.g. comparative

politics, governance, political theory, international relations

• comparatively analyse political processes (e.g. democratization, transformation, revolution,

social movements), institutions (legislative, executive, judicial), actors (e.g. political parties, interest

groups, the media) and issues/agendas of political debate and differentiate between types of

political, governmental and electoral regimes

• contrast important political ideologies, (e.g. liberalism, conservativism, socialism, Marxism,

feminism) and ideas (e.g. about democracy, state, power, justice, rights), construct and evaluate

different interpretations and apply conceptual approaches to various political contexts

• identify the strengths and limitations of different international relation theories and describe

the basics of the contemporary international system

• describe the major theoretical and methodological approaches in the field of political science

and apply (empirical) research methods in the field of modern political science


– Differentiation between politics and political science

– Political power

– Comparative Politics

– Political Institutions

– Political Actors

– Governance

– The State

– Elections and voting

– Political Theory: Overview of Ideologies and Ideas

– Political Processes

– Socio-cultural Structure of Politics

– International Relations and the Contemporary International System

– Theoretical and Methodological Research Approaches

– Empirical Research Methods in Political Science

Resources: Financial Resources, Human Resources, Organization Duration: 1 Semester Qualification objectives of the module Students who have successfully participated in this module will be able to:

– execute strategy based through a management process where they

assess

select

recruit/procure

organize

allocate &

develop

financial and human resources,

– manage resources in a purposeful way in the context of varying conditions

(“constraints”), strategies and conflict situations (“tensions”),

– apply different methods of researching and making decisions regarding the

procurement measures required in a company,

– describe the tasks and instruments of financial management (financial

consequences of productivity-based decisions, alternative forms of financing,

short and long-term financial and liquidity planning, capital expenditure budgeting

including its mathematical principles),

– understand the role of human resource management within the context of general

management, explain and critically question the most important structures and

processes of HRM and apply selected methods and tools of personnel

management,

– analyse the composition of the organization and its formal structure, interpret the

objectives and conditions of structuring an organization and assess organization

structures with a view to the situation and cultural context.

Content of the module – Differentiation between the factors work and capital

– The interrelation between productivity-based and financial decisions in a company

– Decisions on the employment of capital (principles, static and dynamic methods of

capital expenditures budgeting)

– Decisions on the procurement of capital (systemisation and presentation of various

financing types)

– Tasks and instruments of financial management

– Principles of financial and liquidity planning

– Development and implementation of HR strategies

– HR planning and procurement

– HR selection

– Personnel leadership, employee loyalty, personnel development

– Views of man, work structuring, motivation, performance and reward

– Conditions, objectives and concept of international HRM

– Diversity as a challenge for personnel development

– Interdependency between the organization and the individual

– Organization with the context of starting a company

– The organization from an institutional, functional and instrumental perspective

– Organizational conditions and tensions

– Structures and processes in conflict areas of formal and informal organization

– The impact of corporate culture on organization structuring

German Business Culture

Module Description - Chapter one is about foundations concerning business culture, circumstances and challenges - The first chapter contains also the German Business Culture in former times and nowadays, especially Sustainable Corporate Governance with focus on social, economic and ecological aspects of doing business and the normative, strategic and operative implementation Chapter two - Part two focuses a special kind emerging of German Business Culture: The Hidden Champions - It is about the meaning of Hidden Champions, who Hidden Champions are and where they come from - Furthermore part two investigates why Hidden Champions are successful, how they differ from large firms and what others can learn from them Learning Outcomes: Students who have successfully participated in this module will be able to: - explain foundations of business culture - analyse circumstances and challenges that are relevant for former changes of German Business Culture - describe and compare German Business Culture in former times and nowadays - understand the shift in German Business Culture to a more Sustainable Corporate Governance with focus on social, economic and ecological aspects of doing business - describe normative, strategic and operative aspects - describe the meaning of Hidden Champions - explain who Hidden Champions are and where they come from - understand why Hidden Champions are successful and how they differ from large firms - comprehend what others can learn from them

Introductory Company Project

Duration: 1 Semester Qualification objectives of the module In teams of 5-6 participants, the students find a project (from a pool of external

projects), plan it autonomously and implement it as far as it is feasible, starting with

the generation of an idea and concluding with a presentation of the results. In this

process, they learn creative techniques and project management methods and

develop communication and team-working skills.


– to develop a project idea and alternative approaches using selected creative techniques,

– to plan a project, carry it out and supervise it using appropriate methods, present it in its various steps, including the following: o formulate a project brief o describe and assume the roles in a project team o draw up a project structure plan and a milestones plan o draw up a Gantt chart or a similar tool o plan and allocate resources using objective, time-related and budgetary

criteria o draw up and present a project report and other reports (progress report,

change request, meeting minutes etc.) o implement specific controlling instruments

The students are also able to work in teams and recognise the opportunities and problems that arise from teamwork. They are also able to find ways out of a crisis and solve conflicts. The project also gives them experience in collaboration based on the division of labour. Content of the module

– Introduction to the concept of the module – Historical outline and its role in a corporate context – Development, formulation and evaluation of a project idea and alternative

approaches using selected creativity techniques – Project management starting with the project brief and concluding with the

presentation of the results – Definition of the project objective – Formulation of the project brief – Composition of a project team – Draw up a project structure plan and a milestones plan – Draw up Gantt charts or use a similar tool – Plan and allocate resources using objective, time-related and budgetary

criteria and find alternatives – Time buffer and uncertainty, critical path – Reporting and controlling instruments: progress report, change request,

meeting minutes etc.

– Implement controlling instruments – Overview of the architecture and application of selected project tools – Teambuilding, communication in a project, conflict management and crisis

management – Revision and critical analysis

Intercultural Study Project


Qualifications of the module

The Intercultural Study Project focuses on the question of how student exchange programs help to foster intercultural competence. Main contents are: - Introduction of project management. - Basic aspects of intercultural competence and its conceptualization, by using list models, and processual models. - Basic aspects of qualitative and quantitative research for the conduction of a sound survey. - Training of the redaction of findings and summarizing the results of the analytic work by assessing the conceptualization of the outcomes of the survey and reflection of the impact that these may have on the underlying theory.

Students who have successfully participated in this module will be able to: - Present the characteristics of intercultural competence, how it is linked to the development of individuals, which questions arise from this perspective, - Set up of a project management charter, including a Gantt chart of the workflow, work breakdown structure and list of activities, - develop a related questionnaire for a survey (or semi-conducted interviews), data collection and preparation, sample of about 15-20 international students stemming from different regions of the world, - analyze some exemplary cases and give a general overview of the frictions and tension in the dynamics of intercultural competence, - resume their findings in a persuasive presentation including a written handout with the details of the research and its results

Teaching and learning methods of the module:

Interactive lectures, explorative self-study (team work), real-life case study

Academic Writing


This course is for C1 level students who wish to improve their academic English

skills. It is an integrated skills course, which means that students who participate in

the course will develop their skills of reading, writing, listening and speaking in an

academic context. The topics and texts are for students of all disciplines and the

course teaches language and skills that will be of use to students working in all

subjects.

Area Studies


Qualification objectives of the module


– describe the mutual influence of global processes and local developments, – understand the social and cultural basis of business activities in the relevant

cultural area of the host country and assess it for their own business activity – discuss alternatives for business activity (market entry) taking into account the

context (economic data on the region) and make suggestions, – formulate business development and marketing perspectives for the target

region, relating it specifically to their own programme (e.g. inbound and outbound tourism, trade fair activities, marketing and media landscape, typical cultural institutions in the country etc.); these perspectives are the subject of the student assignment with instructor guidance.

Content of the module – Global dynamics (politics, society and population, economics, ethics, etc.) and

their crystallization in local processes – The main features of integrated civilisation and culture – Demography and regional stereotypes – Socio-economic society structures – Current economy and politics – Composition and dynamics of the market and its media – Case studies on representative companies – International aspects of business activities in the host country, as well as market

and demand requirements, in particular as regards exchanges between the host and home country

– Strategies for business activity in the target area

The module consists of a general and a culture-specific part, for which students can

choose two to three of the following options:

– Latin American studies – Anglo-American studies – Arabic studies – East /South-East Asian studies.

Managing Operations Globally


– assess the importance of the operations management function for organizations to remain competitive in today’s global business environment

– employ appropriate operation management frameworks, concepts, methods, tools and techniques for analysis, decision-making and implementation of operations and logistics in a national and international context

– comprehend the complexities involved in global sourcing and logistics, to recognise sustainability issues in operations and to integrate sustainable operations into the key activities of operations strategy

– evaluate supply chains from a sustainability point of view and to apply interdisciplinary methodologies designed to reduce the environmental impact during a life-cycle


– Introduction to operation management – Basic definitions of terms used in operations management – Concepts involved in designing and managing business operations of goods

and services – Fundamental tools and techniques for analyzing operations, including demand

forecasting, process management, capacity planning, inventory management – Quality control, Supply Chain Mgmt., Logistic Network Design, JIT, Lean and

Six-Sigma – Resources and Capabilities for Sustainable Operations Strategy – Design for the Environment and Remanufacturing – Sustainable Logistics and Supply Chain Management – Closed-Loop Supply Chains – Eco-Efficiency, Metrics, Indicators

Intercultural Business Communication Duration: 1 Semester



– differentiate between the different levels of coding (e.g. degree of formality) and different sub-systems (e.g. verbal, non-verbal) used in communication and negotiation as well as implement them during a business interaction,

– identify and assess the ways in which intercultural difficulties as well as synergies arise in communication,

– recognize culturally specific management and organizational styles in a cross-cultural interaction, demonstrate empathy and take these into account in their own communicative actions,

– conceptually differentiate interculturality from multiculturality and transculturality, – apply synergy-oriented strategies to intercultural team-building processes and – cooperatively manage knowledge and communication in the context of

intercultural organizations.


– Fundamentals of intercultural communication (interaction, perception, image, otherness)

– Linguistics, semiotics and intercultural business communication – Culturally specific business and management styles – Intercultural team building, knowledge management and business organization

International Marketing Strategy



Students who have successfully participated in this module will be able to: – explain the process of strategic marketing in an international business

environment and link it to applicable marketing instruments – evaluate the information requirements as relevant to strategic analysis and – analyse which alternative marketing strategies can be chosen to achieve an

organisation’s objectives (competitive advantages, competitive strategies), – apply selected strategic methods and procedures explicitly in the context of the

international strategic marketing process, – explain how to segment and select target markets (segmenting and targeting) – how positioning on target markets works and how brand strategies sustain this

positioning (Performance-to-Market) – explain the necessary organisational requirements and adaptations in the context

of strategic implementation and control, – describe the means of internationalisation and including standardization and

localization, – pinpoint the link between marketing strategy and strategy execution, especially

marketing instruments and operations – exemplarily evaluate and adequately adapt different marketing strategies in the

context of different specific situations/ cases.


– Setting the learning outcomes of the module STRA into the marketing context (widening/deepening the previous topics),

o Challenging Market-based and resource/asset based views on marketing strategy

o Applying strategic analysis (external, incl. segmentation, internal) o Strategic intent, mission, goals and objectives o Strategy formulation, strategic alternatives, implementation and control o Strategic Content (also connected to Brand Strategy) o Organisational aspects of strategic implementation and strategic control o Applying an instrumental view on marketing startegy o Legal aspects (e.g. competition law, patent law)

– Information requirements as relevant to strategic analysis as well as analysis and selection of alternative marketing strategies to achieve an organisation’s objectives (competitive advantages, competitive strategies)

– Cultural, political and legal environment of foreign markets in external analysis – Decision whether to internationalise:

o Motivation for internationalisation o Initiation of internationalisation o Assessment of international competitiveness o Setting priorities (such as regions or specific segments)

– Process from market selection via market entry and development to marketing program and foreign divestment, including among other topics:

o potential market assessment o intended strategic market position o market entry strategies

– Segmentation and selection of target markets (segmenting and targeting) – Positioning and sustaining positions on target markets (Performance-to-Market) – Strategic opportunities and challenges of globalisation respectively localization – Linking marketing strategy and (instrumental/operational) execution – Exemplarily evaluate and adequately adapt different marketing strategies in the

context of different specific situations/ cases

Marketing Intelligence, Implementation and Controlling



Students who have successfully participated in this module will be able to: – describe application areas, goals, organization, sources, and methods of the

marketing intelligence process – trace, analyze, forecast and interpret behavior of customers and other entities

relevant to marketing – display the requirements of a successful implementation of marketing programs

as well as marketing-specific project management methods and tools, especially in the fields of steering, management, implementation and controls

– apply selected methods and tools for strategic and operational marketing controls – measure and compare outcomes of marketing programs – evaluate "hard" and "soft" interventions and apply selected facilitation techniques


– Marketing Intelligence principles, concepts and tools – MI application areas, goals, organization, sources, and methods of the marketing

intelligence process – Trace, analyze, forecast and interpret behavior of customers and other entities

relevant to marketing – Ethical questions of marketing intelligence (data grabbing and mining) – Marketing-specific project management methods and tools, planning, steering,

management, implementation and controls – Implementation of marketing programs by means of project management (among

others Charter, Resource Management, Work-Breakdown Structure, Gantt-Charts, Milestones, Phases, Working Packages, Closing)

– Selected methods and tools for strategic and operational marketing controls – measure and compare outcomes of marketing programs – "Hard" and "soft" interventions and apply selected facilitation techniques

(Marketing Plans, Marketing Budgets, KPIs in Marketing, Reviews, Interventions)

Tourism Geographies




– explain the role of space and place using cultural, geographical and

anthropological lenses to explore the social construction of tourism in

globalization, development and mobilities

– demonstrate how spaces are shaped from various human and physical

perspectives through the diversity of tourism practices at local, regional,

national and international level

– investigate planned and spontaneous landscapes to understand the

consumptive spaces of tourism as well as reflexivity in consumption within

particular social relations

– analyse differing socio-economic, environmental and cultural impacts of tourism on a destination and review the creation of new tourist geographies in social, technological, economic and political arenas


– Methodological considerations in tourist destinations

– Tourism flows and its implications in development

– Tourism as mobilities and performance

– Media Images, representation and tourism

– Impacts of tourism and their implications for local geographies

Strategic Planning and Destination Development




– situate the roles of strategic planning and destination development in wider

contexts such as competitiveness, authenticity and identity in tourism

– identify problems and stakeholders in the development of international tourism

as well as critically assess tourism under consideration of market principles

– discuss the strategic marketing process and its influence on operational

marketing for different companies in the tourist business

– employ real life case studies to understand the functioning of DMOs and

branding imperatives


– International policy guidelines for tourism planning and their impact on smaller-

scale actors

– Role of destination management and marketing

– Power conflicts in planning and development: Social construction of realities

vs policy and implementation

– Considerations in tourism planning and sustainability in the tourism imperative

– Case studies on strategies and strategic processes of companies in the tourist

business and destinations

– Niche markets in the tourist sector

Sustainable Events Development and Design




– define events as products and differentiate between different types of events

in the international events industry (e. g. trade shows and expositions,

meetings and conventions, cultural and sports events, etc.)

– develop sustainable events concepts by applying product management

strategies and taking into account various cultural, social and political contexts

– systematically analyse events as products by applying tools such as gap-

analysis, product life-cycle, portfolio-analysis, ABC-analysis, break-even-

analysis and SWOT-analysis

– evaluate the secondary economic impact of events


– Types of events and their respective typical features

– Event concepts in different cultural, social and political contexts

– Events as products: product development strategies, events’ concept

development and design

– Players involved in production of events and their interaction and collaboration

forms (preferred partnership, contract negotiation etc.)

– Value chain of different types of events

– Primary and secondary economic impact estimation of events

– International hallmark events as products

– case studies and evaluations

Events Marketing and (Re-)Positioning




– Explain principles of services marketing – differentiate between various service providers in the events industry (catering,

event agencies, technical service providers, etc.) and understand their respective context

– Promote and position events on competitive markets – Modify events and their service components according to changing market

requirements and adapt them to international target markets – Integrate services into the design of an event as product (single event) or

series of products (series of events) – Apply teamwork and collaboration skills


– Specifics of services as opposed to products – Events as “service products” – Understanding of service resp. event marketing in its theoretical context (e.g.

according to the neo-institutional or neo-behaviouristic paradigm) – Operational services and event marketing (8-Ps approach) – Positioning of events on target markets by referring to principles of services

marketing – Event marketing strategies and how they may change during an event’s life-

cycle – Brand-building with events, branding, emotional marketing, event marketing

and entertainment marketing

Challenging Actors: Networks, Mediation, Dramaturgies




– Identify the complex actor networks in various arts and cultural fields – Develop strategies to mediate between and/or integrate conflicting positions in

complex artistic projects – Apply research methods to analyse and evaluate complex artistic projects, the

stakeholders and the dramaturgies of performances involved and their ethical implications


– Self-dramatization / role theory, acting theories, Actor Network Theory – Actors and roles in national and international cultural institutions and projects – Systemic approaches for communication and mediation in complex projects – Miniature research project on current challenges for exemplary actors in the

artistic and cultural field

Cultural Policy, Financing and Law




– debate current issues and challenges in cultural policy in Germany and beyond,

– evaluate the different forms of financing for arts and culture (public/state; private financing, sponsoring, fundraising, foundations) and to compare international practices and their social, cultural and ethical implications

– summarize the basic regulatory framework of arts management and assess the basic legal organization forms and legal instruments in the artistic and cultural field


– Current debates in national and international cultural policy – Culture law: case studies in the artistic and cultural field (e.g. contract law,

labour legislation, intellectual property rights, artists’ social security)

– Fundamentals of financing in the culture industry, regional and state support of culture, cross-national financing (EU and UNESCO funded projects), sponsoring, foundations, fundraising

Anthropology

Learning Outcomes of the Module:


– explain key anthropological theory and concepts on the basis of various ethnographic and

case study materials

– critically reflect about cultural assumptions and about key questions and problems in

studying the worlds of other people and one’s own

– analyze the historical processes and colonial legacies that have shaped the discipline,

interpret contemporary debates and issues in anthropological theory and ethnographic practice and

value the practical and ethical implications of ethnographic fieldwork and social scientific research

– apply ethnographic and qualitative research methodology to different phenomena (e.g.

material artefacts, personhood, beliefs and religion, human rights, power, economy, language,

media, art, sexuality, body, health, food, fashion, travelling etc.) and develop strategies for gathering,

evaluating and presenting material and evidence

– develop creative skills to imagine the social worlds of 'others' and one’s own in original ways

and to formulate a research question from a social/cultural anthropology perspective


1. The anthropological perspective 2. Historical development and colonial legacies of anthropology 3. Contemporary anthropology and challenges to ethnographic authority 4. Key anthropological theory and concepts and current debates in anthropology 5. Personhood and kinship 6. Beliefs, religion, human rights 7. Place, time and travelling 8. Power and conflict 9. Environment and econmy 10. Artefacts, objects, materials 11. Consumption, fashion, food 12. Language, media, art 13. Sexuality, body, health 14. Ethnographic fieldwork and analysis

Conflict Resolution



•distinguish key concepts, approaches and developments in the field of conflict and conflict

resolution from an interdisciplinary perspective

•analyse and map foundations, sources and dynamics of various conflicts

•investigate and evaluate different practices of conflict prevention, conflict resolution, conflict

management, peace-keeping and peace-building processes and examine the role of states,

individuals and humanitarian agencies

•critically reflect mayor theories as well as the key challenges and debates around conflict and

conflict resolution

•appreciate conflicts as unavoidable, recognize the productive strength of conflicts, deal

appropriately with various types of conflict and integrate ethical reasoning into their actions

•apply negotiation techniques, moderation and dispute-solving methods and mediation tools to

remedy conflicts and successfully guide negotiations in different settings


1. Theory of Conflict

2. Theories of Conflict Resolution: Concepts, Frameworks and Definitions

3. Origins, Foundations and Developments in the Discipline

4. Character, Types and Causes of Conflict

5. Approaches in Conflict Prevention

6. Addressing and containing Violent Conflict

7. Peacekeeping and Peacemaking

8. Peace Agreements and Political Settlements

9. Reconstruction, Reconciliation, Peacebuilding

10. Tools, Skills and Bargaining in Negotiations

11. Mediation, Negotiation, Arbitration, Collaborative Problem Solving, Peacekeeping Operations

and Third Parties

12. Culture, Religion, Ethics in Conflict Resolution

13. Media, Communication, Language, Discourse

14. Globalization, World Politics, Cosmopolitan Conflict Resolution and the Tragedy of the

Commons (e.g. in Environmental Issues)

Change and Innovation Duration: 1 Semester



– analyze the socio-economic processes of change and the sociotechnical innovation processes from a general management perspective

– plan, structure and monitor corporate innovation processes and the processes of organizational change

– implement appropriate management tools depending on the situation in order to achieve innovation objectives and to shape organizational change


– Socio-technical and socio-economic drivers of innovation and change – Business possibilities for shaping innovation and change, in particular the

strategic and organizational integration of different innovation perspectives (e.g. product and process innovation with the innovation of distribution)

– Innovation and change as management task – The basic methods of innovation and change management – Business development – Case studies

Elective: Ethics and Management (Ethics and Sustainability)

Qualifications of the Module:

- Introduction to Ethical Theory

- Concepts of Business Ethics (Homann, Ulrich, Wieland)

- Sustainability Discourse

- Ethical/Sustainable Consumerism,

- Interdependency between Capitalism, Growth Paradigms and the Exploitation of Natural Resources,

- Post-Growth and Sharing Economy

- Theories of Uneven Development

Learning Outcomes:


- acquire a critical understanding of different positions, approaches, concepts, discourses and schools

concerning business ethics from a philosophical, economical, managerial and practical point of view

- examine the historical and cultural context of ethical reasoning, practices and applications and

demonstrate an understanding of ethical issues in different international and cultural contexts

- explain and assess controversies and debates around sustainability and develop various

perspectives of ethics in relation to issues of sustainability

- integrate economical, ecological and social sustainability and position themselves in topics like

ethical/sustainable consumerism, the interdependency between capitalism, growth paradigms and

the use of natural resources, postgrowth and sharing economy

- examine classical theories of development and recent critical theories of 'post-development' and

critically discuss mainstream discourses of 'poverty' and 'lack' as characterizing specific societies

- appreciate ethical issues and dilemma and the influence these issues have on management decision

making, behaviour, policies, and practices

Marketing FutureLab Duration: 1 Semester

Module title

Marketing FutureLab

Duration of module

Single semester

Person responsible for the module

Prof. Dr. Björn Bohnenkamp

Name(s) of the instructor(s)

Prof. Dr. Björn Bohnenkamp

Thomas Zorbach

Teaching language

English

Number of ECTS credits

6

Total workload and its breakdown (e.g. self-study

and contact hours)

Total workload = 180 hours

(contact hours = 42, self-study = 138 hours)

Justice, Human and Constitutional Rights

Module-Nr./ Code

9.5.3 JHCR

Module title Justice, Human and Constitutional Rights

If relevant, course units within the module -

Learning outcomes of the 6module Students who have successfully participated in this

module will be able to

– contrast various concepts of justice in political

philosophy (e.g. utilitarism, libertarianism,

Aristotle, Kant, Marx, Rawls, Nozick etc.)

– distinguish different positions in the global and social justice debate and it’s philosophical, historical and legal foundations and implications

– critically reflect upon the scope and limitations of justice at the global level and the application of global justice arguments to key issues like distributive equality and poverty, environment and future generations, humanitarian intervention and institutions

– appraise the impact of justice theory, justice discourses and human rights issues on the discipline of “international relations” and the field of “normative international political theory” as well as on international law and international politics

– evaluate the (International) Human Rights discourse and its historical development in the context of philosophical debates on rights theory, justice and ethics as well as cultural, economic, political and social issues

– analyse and discuss the content of core treaties in the field of international human rights law and international humanitarian law and critically examine various enforcement mechanisms

– critically reflect the concept and purpose of a constitution and evaluate the interrelationship between the German Constitution (Grundgesetz), Human Rights and International Law, including the European Convention on Human Rights and European law

Content of the module 1. The nature of Justice 2. Social Justice 3. Global and international ethics 4. The concept of Global Justice 5. Limits of Global Justice. Universalism vs.

Self-Determination – Nations, States, Cultures

6. Key issues and case studies in Global Justice 7. International justice in International Relations

Theory 8. Human Rights and Global Justice 9. History and development of the (natural and

human) rights discourse 10. Theories of Rights and Human Rights Law 11. Mechanisms for the vindication of human

rights 12. Human rights in Public International Law 13. European Convention on Human Rights 14. Constitutional Law and the German

Grundgesetz

Study Semester (or Trimester)

5th semester

Duration of module Single semester

Frequency of module Once a year

Number of allocated ECTS credits 6

Economic Institutionalism


Module-Nr./ Code

9.5.1 ECIN

Module title Economic Institutionalism

If relevant, course units within the module -

Learning outcomes of the module Students who have successfully participated in this

module will be able to

identify, compare and distinguish institutionalism

in economics, politics and sociology and it’s

specific contribution to the respective field

distinguish various heterodox approaches to

economic theory, categorize economic

institutionalism in the realm of economic theory

and differentiate old and new institutionalism

assess the meaning and importance of

institutions for economic transactions and the

social and cultural embedding of markets

apply institutional economics to various issues

(e.g. market and contract failure, tragedy of the

commons, information asymmetry, economic and

organizational dynamics etc.)

critically reflect the challenges, shortcomings,

future research opportunities and practical

applicability of (economic) institutionalism

Content of the module 1. Institutionalism in economics, politics and sociology

2. Heterodox economic theory 3. Old and new institutional economics (e.g.

Veblen, Hayek, Common; Coase, North, Williamson)

4. Markets & organizations 5. Information in society 6. Behavioural theory of the firm 7. Agency theory 8. Transaction cost economics 9. Evolutionary economics 10. Market and contract failures 11. Fairness, cooperation and reciprocity 12. Social preferences 13. Collective action

Study Semester (or Trimester) 5th semester

Duration of module Single semester

Frequency of module Once a year

Number of allocated ECTS credits 6

Culture, Markets & Consumption Duration: 1 Semester

Duration of module

One semester

Teaching language

English

Assessment type / requirement for the award of

credits

Project


Students who have successfully participated in

this module will be able:

- to describe the economy as a cultural phenomenon.

- to understand markets as culturally shaped arenas ("markets are conversations").

- to analyze and differentiate between consumption and consumer cultures, taking into account intercultural differences.

- to throw light on how people produce meaning with their consumption. - to reflect on which strategies and measures organizations use to relate to this (marketing and brand management).

- to identify which actors (inter)act in these arenas and what their relationships are with each other.

- to effectively apply the "arena, actor, agenda" terms for the analysis of real contexts.


- Consumer culture theory

- Objects, exchange, interaction

- Signs, symbols, sense

- Subjects, society, capital

- The social construction of markets and arenas

- Material culture and consumer culture - Consumer identity

- Liminal consumption

- Consumption as political and moral practice

- Identifying (hidden) agendas

Teaching and learning methods of the module

Field Study in the form of an Edutour



Students do field research, selecting a research

topic, analyzing the relevant arena, identifying

stakeholders, conducting a stakeholder analysis

and investigating different agendas and the

resulting discourses and interactional dynamics

Governance: Norms, Rules & Rituals Duration: 1 Semester




- to analyze and apply norms, rules, and rituals as management instruments.

- to describe how norms are institutionalized in the form of rules and rituals.

- to develop governance principles for different types of organizations.

- to explain the effect of norms, rules, and rituals on and in organizations and apply this understanding to their respective role as manager, employee, colleague or consultant.

- to identify intercultural differences in the application and effect of norms, rules, and rituals.


- Institutions

- The emergence of norms and rules in social communities

- Evolution, Institutionalization and Diffusion of Norms

- Societal effects of norms

- Functions and limitations of normative governance

- Governance principles and adaptation

- Interpretative approaches to norms and rules

- Rituals: performance, orientation, interpretation


Interactive lecture, seminar style



To promote scientific discourse, 1-2 guest

lectures e.g. by practioners in the field of

corporate governance or a company excursion

will be integrated, if possible.

Self-study integrating online components such as

Skype, Dropbox and the university’s internal

download center.

Strategic Practice Duration: 1 Semester




- to identify, analyze and critically reflect on concrete strategies for the construction and interaction of a venture with its social environment.

- to evaluate the relative strength (balance of forces) of different strategic positions as a basis for decisions and to examine strategic decision-making situations with two or more decision-makers in conflict and/or in agreement with the help of suitable approaches (e.g. game theory).

- to interpret the classics of strategy and apply them to generate approaches to current issues.

- to develop own strategies, taking into account their effects.

- to think in terms of imperfect solutions for unsolvable strategic problems, integrating prerational behavior.


- Definition of strategy

- The strategy process

- General and corporate strategy

- Classical strategic thinkers

- Strategic thinking

- Strategic practice(s)

- Strategic cooperation

- Behavioural game theory

- Strategic moves and figures

- Prerational methods: intuition, emotion, dream


Interactive lecture, seminar style




lectures e.g. by scholars in the field of strategy

will be integrated, if possible.



download center

Power & Conflict Duration: 1 Semester

Qualifications objectives of the module:

Students who have successfully participated in this module will be able:

- to reflect on power as a central component of social cooperation and organizational reality and as a leadership resource.

- to identify and stage power as a performative moment.

- to describe different modes of communication and stages of conflict escalation

- to appreciate conflicts as unavoidable and to recognize the productive strength of conflicts.

- to identify sources of conflicts and avoid escalations

- to deal appropriately with various types of conflict

- to apply negotiation techniques, moderation and dispute-solving methods and mediation tools to remedy conflicts and successfully guide business meetings and negotiations

- to integrate ethical issues into their actions.


- Communication models relating to how conflicts emerge

- Inter-personal conflicts

- Phases of team formation, including the un-avoidability of conflict

- Stages of conflict escalation (Glasl's nine steps)

- Distorsions of reality: the neurobiology of conflict

- The importance of emotions: getting in contact with gut feelings

- Personality types (Thomas-Kilman-Model)

- patterns of conflict handling

- causes and reasons for escalation

- Fisher / Ury: "Getting to Yes" / "Prinicpled Negotiation"

- Varga von Kibéd: "Tetralemma"

- The sience of persuasion

- Typical power games

- Restrictive vs. promotive control

- French & Raven's bases of power

- Positional and personal power sources

- Sources of power & influence

- Caldini's science of persuasion

- Power tactics

Teaching and Learning Methods:

- Simulations, Role plays and other “perception intensifyers” (systemic constellations, exploring metaphors) in varying group settings

- Interactive reflections about observations in roleplay exercises, and about knowledge and ideas gained from reading the literature

- Interactive presentations

- Micro Teaching

Creative Industries Duration: 1 Semester



-to identify creativity as an economic phenomenon.

-to recognize the importance of the creative industries as a factor that increases a location’s appeal

for business, both nationally and internationally.

-to explore and differentiate between creative industries/sectors.

-to analyze specific creative organizations.

-to reflect critically on the personalities of “creative” entrepreneurs and organizations.


- The interdependency between individual creativity, group creativity, and organizational/economic creativity

- Key issues of creative industries - Technology, talent, tolerance - Tensions between commerce and creativity - Conditions and experiences of workers - public policy - communities of practice

- Sectors of the creative industry - TV, radio and film - Fashion and design - fine arts and performing arts - Toys and games - Software - Research and development

- Characteristics of creative organizations Teaching and learning methods of the module:

Interactive seminar

Exercises in groups

Excursions to creative regions and their organizations, such as Berlin or Copenhagen.

Practical examples and case studies

Social Networks Duration: 1 Semester



- to define the most important terms related to the theory of “social networks” and to

understand social networks from a theoretical point of view, based on the example of new media.

- to identify and explore application examples for relevance with regard to network research in

the area of new media.

- to apply qualitative and quantitative methods of network research to investigate

communication-related phenomena in the area of new media.

- to identify the most important key persons in a network.

- to reflect on how contents spread within social networks, applying network theory.


The Structure of Human Connections

Why are People Connected?

How are People Connected?

Introduction to Network Analysis

The Network Perspective

Social Network Analysis

Network Data

Network Metrics (e.g. Centrality)

Networks in Time and Space

Diffusion of Innovation and Ideas

Geographical Networks

Hands-On

Learning Network Tools

Teaching and learning methods of the module:

The students learn the essential theoretical contents of the module in two blocks, discussing practical

applications and receiving an introduction to the actual analytical instruments.

In project work, the students analyze networks they have selected, in which research

questions/designs are developed. These are discussed by colleagues and the presenter. Following

this, the necessary data for the project are collected and the final analysis is conducted.

Diversity & Organziational Culture Duration: 1 Semester



• Elaborate on an ontological approach towards diversity, discussing its medial (visibility,

conceptual absence, etc.) and epistemological (i.e. post-disciplinary) issues

• Develop systematically a communicative construction of reality including major issues

(emerging conflicts, arenas, consensus narrative)

• Point out and discuss diversity as a phenomenon, social construction and discursive action

• Evaluate stereotypes and conflicts as an element of identity and as results of (organizational)

learning processes

• Apply the related and resulting concepts in organizational arenas lead these into innovation

processes


The two courses DORC and DILE build on one another, and are structured along the four quadrants in

the Analytical framework for Inclusion (adapted from Rao et al. 2016): In DORC the focus in on

dimensions related to organizational cultures: 1) consciousness and capabilities and 2) social norms

and deep structures.

In DILE, on understanding the tools and actions leaders have at their disposal, such as: alining 3) the

organization’s material and non-material resources and 4) HR rules and policies, to create an

inclusive organization.

Specific topics for DORC:

• Construction of diversity through an emergent, social action in organizations (interpretative)

• Construction of diversity through an ideological, political interaction (inclusion/exclusion

processes)

• Construction of diversity through discursive action (effects of power and dominance)

• Context of diversity, “doing being diverse” as a methodological principle

• Intersectional approach to diversity

• Theory of gendered organizations

• Organizational learning, sense-making processes in organizations

Brand Strategies

Qualifications of the module:


-to understand that brands need to win themselves a place in the social arenas (economy, law,

politics, culture), on the one hand, and in the awareness of consumers, on the other hand, in the

competition with other brands.

-to apply the concept of brands to people, places, lifestyle and to understand its role in creation of

cultural movements, brand energy and development of customer allegiance

-to create a brand strategy, in the context of a marketing and corporate strategy.

-To evaluate ethical limitations and grey areas of brand strategy

-to develop brand strategy on the basis of a deep understanding of the consumers’ needs and the

organization’s identity.

-to critically examine brand valuation and brand controlling.


- Customer needs and value proposition

- Market segmentation and mind share/relevant set

- Analysis of customers, markets, competitors and brand portfolios

- Differentiate brand image, brand identity, reputation and legitimacy

- Apply elements of a brand strategy

- Concept - brand values and alignment with organizational value and target market profiles

- Design -> brand design elements for market recognition, alignment to corporate identity/portfolio

for future growth opportunities

- Implementation - marketing mix

- Evaluation - brand performance

- Explain elements of a creative brief to understand resource constraints and brand objectives

Teaching and learning methods:

- Interactive seminar integrating exercises

- Project work

- Exercises in groups

- Case studies

International Economic Relations Duration: 1 Semester Qualification objectives of the module


– describe the central elements and relationships within the international economic system as regards its development and interactions

– evaluate the activities of relevant international economic organizations (e.g. WTO, IMF, World Bank)

– analyze and assess international trade, and trade within and between different economic regions, with regard to its characteristics (protectionism, liberalization, conditions such as exchange rates, for example), as well as analyze and assess its regional economic integration

– take a critical stand regarding current global economic trends (e.g. “globalization”) and show alternative perspectives (incl. criticism of consumerism)

– analyze the opportunities and risks of entrepreneurial behaviour in the international context of different economic regions and take them into account when making decisions


– Basic concepts of international economic relations – Players and relationships in the global economic system (companies,

organizations, countries, regional and international institutions, e. g. WTO, EU, MERCOSUR)

– Protectionism, free trade and further national and international economic policy initiatives

– Critical perspectives on trends in the global economy (globalization, emerging markets, criticism of consumerism)

– Possibilities of research on the regulatory environment (e. g. monetary, political, institutional) in the context of entrepreneurial decisions regarding international markets

– Case studies

Kultur und Märkte

Dauer: 1 Semester

Qualifikationsziele des Moduls

Studierende, die dieses Modul erfolgreich absolviert haben, sind in der Lage,

– die Wechselwirkungen von Kultur, Märkten und Konsum zu verstehen und in ihrer Bedeutung für unternehmerisches Handeln – auch unter ethischen und normativen Aspekten – aus einer interpretativen wissenschaftlichen Perspektive zu benennen und zu beschreiben,

– Konsumismus als kulturelles und soziales Phänomen zu interpretieren und die Bedeutung des Konsums für die individuelle Bedürfnisbefriedigung einerseits und für die Aufrechterhaltung der bestehenden Wirtschaftsordnung und das Wachstumsparadigma andererseits kritisch zu hinterfragen,

– Kommunikationskulturen insbesondere durch Einsatz diskursanalytischer Methoden zu analysieren und die Relevanz von Metaphern, Bildern, Stereotypen und anderen kulturellen Topoi zu reflektieren,

– die Einbettung von Märkten in Strukturen von Ort, Zeit und Geschichten zu analysieren und als kulturell geformte Arenen mit Marktpotenzial zu identifizieren,

– das Konzept der „sozialen Konstruktion von Wirklichkeit“ (auch im Hinblick auf symbolischen Konsum) aus der Marktperspektive zu erläutern und auf das Handeln in Alltags- und Konfliktsituationen im unternehmerischen Kontext und in fremden Märkten anzuwenden,

– Marketing als Sinnangebot an die Gesellschaft zu beschreiben und darauf bezogene unternehmerische Aktivitäten zu beschreiben,

– Diskussions- und Problemzusammenhänge unter Einsatz angemessener Instrumente wirkungsvoll zu präsentieren,

– innerhalb von Gruppenarbeiten Empathie zu demonstrieren und Argumentationsfähigkeiten anzuwenden.

Inhalt des Moduls

- Interdisziplinäre (mikroökonomische, makroökonomische, historische, systemtheoretische, kommunikative) Perspektiven auf Märkte

- Interpretive, performative, spatial, narrative, iconic, translational, postcolonial turn

- Fallstudien zu Marktstrukturdynamiken (Narrative, Ideologien, Legitimationen) - Einführung in die Diskursanalyse, beispielhafte diskursanalytische Studien - Konstruktion und Dekonstruktion von Trends - Grundlegende Funktionen der Marktbearbeitung durch Unternehmen - Techniken der Präsentation - Konsum- und Markttheorien

Basic Principles in Strategic Management

Duration: 1 Semester Qualification objectives of the module:


– explain the significance and the steps of strategic decision-making processes on global markets

– describe and apply selected methods to analyze international corporations, business environments, markets and competition.

– compare different concepts of strategic management, formulate strategic alternatives and systematically select suitable strategic alternatives

– apply methods to implement a strategy – understand the role of strategies in building a social construction and in

interacting with corporate environments and develop an ability to critically reflect on these


– Strategic mindsets and strategic concepts o Historical approach o Contingency theory-based Interaction theory-based approaches o Market-based view o Resource-based view o Entrepreneurship o Corporate strategy o Competitive strategy o Functional strategies

Strategic talent management F&E and technology strategies Sourcing strategies

– The process of strategic management

o Conceptualapproaches o Target setting o Strategic planning o Strategy implementation o Strategic supervision

– Strategic methods and frameworks

o SWOT o Competitive analysis o Portfolio analysis o Five forces o Diamond model o Weak signals and early recognition o Anticipation o 7-S framework (McKinsey) o PPM (Project Portfolio Management)

– Strategic management and business development

– Critical refection on strategy and society

International Management Duration: 1 Semester Qualification objectives of the module Following the successful completion of this course, students should be able to:

– Adopt an intercultural perspective for evaluating international management issues.

– Comprehend the complexities of multinational and cross-cultural business and organizational activities.

– Distinguish between different market entry strategies and chose an appropriate approach to international expansion.

– Identify the basic types of international organizational structures and be able to suggest which fits a give international business strategy or certain market conditions better.

– Appreciate issues that have an important influence on management decisions in international business, including: foreign regulation, trade agreements, organizational governance and ethics.

– Practice determining business strategy and structure, choosing market entry modes, and setting operative planning requirements, as well as analysing their suitability given realistic conditions and limitations based corporate case studies.


– Foundations in intercultural management, including definition of external and internal factors that influence managing in foreign and across different cultures, models on how to compare cultures and an orientation to how language and other forms of communication affect understanding and cooperation.

– Cross-cultural management skills, such as acceptance of ambiguity, identifying how contextual aspects influence understanding and collaboration, and acceptance of cultural diversity.

– Issues that influence organizational and commercial communication abroad, including managing multi-cultural teams, foreign job assignment, and international corporate culture.

– Influence of global competition on the need for internationalization of business. – Application of economic concepts in order to assess the potential for entering

foreign markets, and evaluate the important issues that influence medium to longer-term business growth in different foreign markets.

– Definition and suitability of the diverse modes of entry into foreign markets, including Internal versus External modes, Greenfield investment vs. acquisitions, strategic alliances, and joint ventures.

– Introduction to the types and purposes of different International Management Strategies.

– International business planning, including, contingency planning and budgeting of resources.

– Factors that influence the development International Business operations, including Marketing channels, international negotiation, contracting and account management.

– International Governance and Organizational Sustainability. – Ethical issues in international management, including distribution of wealth,

corruption, bribery, and natural environment

Transcultural Marketing Duration: 1 Semester

Qualification objectives of the module Following the successful completion of this course, students should be able to:

– understand the fundamentals of marketing strategy, operational marketing and market analysis at a national and international level

– distinguish between aspects of (national) marketing strategy and cultural aspects of international marketing

– appreciate the importance of intercultural awareness in investigating and operating in foreign markets

– describe and discuss the similarities and differences as well as the chances and risks between national, international and intercultural Marketing

– apply basic concepts of customer, market and competitor analysis at a national and an international level

– explain and discuss the elements of the marketing mix (product, pricing, promotion and distribution), and be able to suggest appropriate application of marketing tools in the context of a foreign market

– define the objectives of doing business in more than one market and how to optimize marketing systems to give better results

– evaluate marketing decisions and suggest viable marketing initiatives for international products and marketing campaigns

– appreciate the difference between branding at the national, regional and global level

– explain and discuss cultural barriers to trade and explore ways of overcoming them


– the basic concepts and tools of Strategic Marketing at the national and international level, including segmentation, positioning, USP and branding

– the influence of local culture on the decision making context when attempting to apply Marketing Strategy in foreign markets

– the development of Marketing strategy and adjustment of Marketing strategies to fit local (international) culture, market conditions and customer needs

– customer, company and competitor analysis at the national and international level

– the application of core concepts of Operational Marketing (e.g. 4Ps, CRM and communication mix) in the context of meeting

– customer needs across different cultures – the application of Marketing concepts and tools to facilitate decision-making in

and across foreign markets, including: country of origin effect, country image, international branding, cultural positioning and Marketing in the Internet

– the definition of Market and Marketing Research and explanation of their usefulness in investigating foreign market potential

– the essential elements for planning international Marketing programs

Unternehmenskultur Dauer: 1 Semester



– die gesellschaftlichen, sozialen und kommunikativen Einflussfaktoren sowie deren Zusammenwirken in Unternehmen zu beschreiben,

– ausgehend vom Human Relations-Ansatzeinen umfassenden Begriff des Unternehmens zu definieren,

– Organisationsentwicklung als ein kulturgebundenes Management- Instrument darzustellen,

– Normen und Wertvorstellungen von Akteuren des unternehmerischen Handelns zu identifizieren, ihr Zusammenspiel zu analysieren und Möglichkeiten der wirtschaftlichen Verbesserung daraus abzuleiten und

– Instrumente der Organisationskommunikation (Interviews, Verhandlungen, Zirkel u.a.) systematisch zu unterscheiden, ihre Einsatzgebiete zielgerecht zu bestimmen und zielgerichtete Strategiealternativen anzubieten.

Inhalt des Moduls

– Grundlagen der Unternehmenskultur und zu deren Beschaffenheit – Organisationsgeschichte – Human Relations-Bewegung und beteiligte Wissenschaftszweige (z.B.

Chicago School) – Organisationsentwicklung und ganzheitlicher Begriff des Unternehmens – Netzwerktheorie – Einführung in die Organisationskommunikation – Management der Unternehmenskultur und organisationale Rhetorik – Übungen

Interkulturelles Marketing Dauer: 1 Semester



– den Gegenstand des Marketing zu definieren und seinen Stellenwert im Gesamtkontext der BWL detailliert zu beschreiben,

– Grundlagen des strategischen und des operativen Marketings darzustellen, – Gemeinsamkeiten und Unterschiede zwischen generellem, internationalem

und interkulturellem Marketing zu beschreiben, – einen in der Marketingwissenschaft verwendeten Theorieansatz bezüglich

interkulturellen Handelns darzustellen und zu diskutieren (z. B. Kontingenztheorie),

– ausgewählte Entwicklungen in Marketingtheorie und Marketingpraxis im Hinblick auf Interkulturalität zu diskutieren (z. B. Ethnomarketing) und

- ethische Fragen des internationalen Marketing zu formulieren und zu erörtern.

Inhalt des Moduls

– Marketing als Funktion und Institution – Perspektivenwechsel sowie Gemeinsamkeiten und Unterschiede zwischen

generellem, internationalem und interkulturellem Marketing – Kerngebiete des Marketing (strategisch, operativ) und ihr Zusammenhang

sowie Überschneidungen mit dem Gebiet der Managementwissenschaft – Produkte und Dienstleistungen, Marketing und Marken, Marketing und Kultur – GrundlegeREginde Entwicklungen in Marketingtheorie und Marketingpraxis:

marktorientierte Unternehmensführung

exemplarische Anwendungsfelder des Marketings, insbesondere internationales Marketing, Non-Profit- Marketing

Funktionen (z. B. Beschaffungs-, Personal-, Finanzmarketing)

interkulturelle Bezugsgrößen

Ethnomarketing und Diversity Marketing

Place branding and public diplomacy – Grundzüge wesentlicher im interkulturellen Marketing verwendeter

Theorieansätze – Ethik im interkulturellen Marketing

Exploring Consumer Culture Dauer: 1 Semester

Qualification objectives of the module Students who have successfully participated in this module will be able to:

– identify complex networks of actors in the field of consumption – differentiate types, organizational forms and interests of different national and

international actors – interpret individual consumer behavior in cultural, subcultural and international

contexts, – explain the objectives of basic methods, instruments and fields of market and

marketing research and consumer culture research, – develop strategies to mediate between conflicting positions in the context of

company and consumer perspectives and to integrate them, – apply quantitative and especially qualitative research methods to analyze

complex patterns of consumer behavior and consumer culture and to investigate the ethical implications.

Content of the Module

– Consumer research (information-processing view) o Terminology, approaches, objectives, methods o Concepts like attitude, customer satisfaction, motivation, involvement,

choice and buying behavior

– Consumer Culture (culturalistic view): o Terminology, approaches, objectives, methods o Concepts like identity, community, rituals

– Market research o Primary and secondary research o Research process from definition to documentation o Collection data o Exemplary methods

Exploring Tourist Spaces Dauer: 1 Semester

Qualifikationsziele des Moduls Studierende, die dieses Modul erfolgreich absolviert haben, sind in der Lage,

– aus Sicht des Touristen die Bedeutung von Außeralltäglichkeit, Fremdheit, sensomotorischer Erfahrung, (inszenierter) Authentizität, Erinnerung zu verstehen,

– den Touristen im Sinne einer Erfahrung fremder Räume im Konsumentenverhalten, alltäglichen Verhalten und im Ausdruck der persönlichen Identität zu verorten,

– Konsum im Sinne einer Kultur der Verbraucherwahl und des Verbraucherhandelns und identitätsstiftende Handlung im sozialen Raum zu erklären,

– Märkte als kulturell geformte Arenen mit Marktpotenzial zu identifizieren und Vermarktungsstrategien für TourismusProdukte zu entwickeln,

– Tourismus als ein Produkt, das in der Verbindung von Industrie, Managementverantwortung und Verbraucherverhalten entsteht, darzustellen,

– Empirische und insbesondere qualitative Forschungsmethoden anzuwenden, um Bedürfnisse, Motivationen, Verhalten, Erfahrung fremder Räume durch Konsumenten zu analysieren.

Inhalt des Moduls

– Konsum- und Markttheorien – Ideologien massenmedialer Marktplätze und interpretative Strategien der

Konsumenten – Stakeholder der Tourismusindustrie

Exploring Events, Performances and Experiences

Dauer: 1 Semester



– die Wichtigkeit von immateriellen Dienstleistungen, emotionalen Erfahrungen und symbolischen Werten im Kontext von Events zu bewerten,

– die Perspektive der Eventteilnehmer, Beobachter, Kunden, Prosumer einzunehmen,

– verschiedene relevante Akteure des Eventmarktes bzw. ausgewählter Teilmärkte, ihre jeweiligen Ansprüche, Erwartungen und Bedürfnisse sowie Interaktionsmuster und Vernetzungen/Netzwerke zu unterscheiden,

– die Interaktion zwischen den Inhabern unterschiedlicher Rollen im Bereich von Events und insbesondere zwischen Anbietern und Nachfragern zu analysieren und zu bewerten, und dies auf die Konfiguration von Kundenbeziehungen in einem kompetitiven Umfeld anzuwenden,

– komplexe Service-Netzwerke von Akteuren im Feld der Eventindustrie zu identifizieren,

– Prinzipien des Dienstleistungsmarketings zu erläutern, zwischen verschiedenen Serviceprovidern in der Eventbranche und deren Kontext zu unterscheiden sowie deren Ziele und grundlegenden Methoden, Instrumente und Einsatzfelder zu erklären,

– quantitativen und insbesondere qualitativen Forschungsmethoden anzuwenden, um komplexe Muster von individueller und kollektiver Partizipation an Ereignissen zu analysieren, und die involvierten Stakeholder und ethischen Implikationen zu untersuchen,

– die sozialen und kulturellen Effekte von Events zu diskutieren.

Inhalt des Moduls

– Unterscheidung Event, Performance, Experience – Immaterielle Dienstleistungen – Symbolische Bedeutung von Events – Emotionale und kognitive Aspekte von Performances – Customer Experience – Akteure und Stakeholder des Veranstaltungsmarktes und ausgewählter

Teilmärkte: Entwicklungslinien und aktueller Status (Merkmale, Volumina, aktuelle Trends) der Märkte bzw. Teilmärkte

– Akteurskonstellationen – Gestaltung von Interaktionen – Vorstellung ausgewählter Praxisbeispiele, die die soziale und politische

Bedeutung von Veranstaltungen nicht nur für die Veranstaltungsmärkte selbst, sondern für das gesamtgesellschaftliche System zeigen

Exploring Audiences

Dauer: 1 Semester


Studenten, die dieses Modul erfolgreich absolviert haben, sind in der Lage

– verschiedene Formen der Zuschauerkommunikation (Marketing, PR, Werbung, Social Media, Vermittlung) mit Stakeholdern in Medien, Kultur und Unterhaltung zu unterscheiden und auszuwählen,

– allgemeine und innovative qualitative und quantitative Techniken anzuwenden, um Wissen über verschiedene Typen von Zuschauerschaften zu gewinnen,

– angemessene Strategien zu entwickeln, um künstlerische Produkte und Produktionen im Hinblick auf dieses Wissens zu entwickeln,

– Strategien für öffentliche Wirksamkeit, Zuschauerentwicklung und Kulturvermittlung zu beurteilen.

Inhalt des Moduls

– Grundlagen von Medienrezeption, Zuschauerforschung, Kunst- und Kultursoziologie

– Einführung in Marktforschung, Segmentierung, Zielgruppendefinition von Zuschauern

– Etablierte Standards der Zuschauerforschung in verschiedenen Kultur- und Medienindustrie

– Einführung in Kulturvermittlung (Best Practices), z.B. Theater und Museumspädagogik

– Analyse gesellschaftlicher Stakeholder

Global Natural Resources and Sustainability

Dauer: 1 Semester



- Globale ökologische Herausforderungen kennen und auf Basis systemtheoretischer Überlegungen die ökonomischen, ökologischen und politischen Bedeutung der internationalen Energiebranche zu diskutieren

- die verschiedenen Naturressourcen (erschöpfbare Energieträger: fest, flüssig, gasförmig; erneuerbare / regenerative Energieträger) weltweit zu lokalisieren und ihre Verfügbarkeit (ökonomisch, technisch, ökologisch und sozial) darzustellen

- die interkulturelle Kommunikation und Interaktion der Akteure der Energie- Märkte, ihre jeweiligen Ansprüche, Erwartungen und Bedürfnisse sowie Interaktionsmuster und Vernetzungen/Netzwerke zu beschreiben

- ethische Konflikte, die auf die Ressourcenverknappung zurückzuführen sind, zu identifizieren und zu diskutieren

- Nachhaltigkeitskonzepte kennen und gegenüberzustellen zu können und sowohl zur gesellschaftlichen Verantwortung der Nutzung natürlicher Ressourcen als auch zu ethischen Grundsatzfragen Stellung zu nehmen.

Inhalt des Moduls

- Wissenschaftliche Ergebnisse zur Klimaforschung und ihre Konsequenzen für Umwelt und Gesellschaft

- Bedeutung von Energieressourcen für Umwelt und Gesellschaft auf globaler, regionaler und lokaler ebene

- Nachhaltigkeit im globalen Kontext - Nachhaltigkeitskonzepte - Analyse der internationalen und nationalen Märkte von Energieträgern (fest,

flüssig, erneuerbare/regenerative Energieträger) - Bewertung der Ressourcen, der Reserven, des ökonomischen und

technischen Potenzials, der statischen und dynamischen Reichweite, globale Situation, Szenarien

- Preisbildungsmechanismen: Angebots- und Nachfragedimension - Wichtige Akteure: relevante Institutionen, Organisationen, Dienstleister,

Unternehmen etc. mit ihrer jeweiligen Bedeutung, ihrem spezifischen Rollenverständnis sowie ihrer Netzwerk- und Interaktionspraxis

Exploring Media Reception

Dauer: 1 Semester



– grundlegende Theorien der Medienpsychologie und –soziologie, der Medienwirkungs- und –nutzungsforschung,

– Konzepte aktiven, passiven und interaktiven Konsums von Medien zu unterscheiden,

– (sub)kulturelle Unterschiede in Kommunikation und Medienrezeption zu beschreiben,

– normative Positionen zur Gestaltung von Medien und Kommunikation zu identifizieren und ethische Herausforderungen in diesem Kontext zu diskutieren,

– quantitativen und insbesondere qualitative Forschungsmethoden anzuwenden, um Medienrezeption zu analysieren.

Inhalt des Moduls

– Mediensoziologie, Medienpsychologie, Kommunikationswissenschaft

o Two-step approach of communication

o Uses and gratification approach

o Ausgewählte Motive für Medienkonsum: Eskapismus, parasoziale

Interaktion etc.

o Gesellschaftliche Ansätze:

o agenda-setting approach, framing, Schweigespirale

o relevante Methoden, z.B. Experimente und Varianzanalysen

– Kulturwissenschaften, Medienwissenschaften o Gender, race/ethnicity, class o Psychoanalytische und marxistische Theorien o Cultural studies (CCCS) o Kulturelles Gedächtnis o Relevante Methoden, z.B. Diskursanalyse

– Pädagogik, Ethik o Grundlegende Theorien o Ethische Fallstudien (z.B. Social Media)

– Medienrezeptionsforschung in der Praxis

Sustainable Development



- identify the various constituent dimensions of sustainable development:

environmental, economic, social, cultural, and political manifestations of

sustainability, explain the evolving global sustainability discourse and identify

its main actors and stakeholders

- select appropriate responses from business, politics and civil society for

dealing with social, political, environmental, technological, and global issues

and stakeholders

- evaluate potential opportunities for ‘going green’

- apply different models for managing and transforming non-sustainable

conditions and results to more sustainable solutions

- critically analyse controversies, solutions and recommendations in the

sustainability debate and reflect respectfully on different individual

perspectives and cultural concepts deriving from assumptions about humans,

nature, development, technology and economy


- History of economic thought dealing with environmental issues

- From environmental economics to ecological economics: Externalities,

entropy, uneconomic growth

- The development of the global sustainable development discourse: Limits to

growth, Brundtland Report, Green Economy - Key sustainability concepts: weak vs. strong sustainability, intergenerational

equity, triple bottom line

- Non-economic theories and concepts of sustainability: Ivan Illich, Ulrich Beck,

Niklas Luhmann

- International institutions, global actors, NGOs, corporations, civil society and

stakeholders in the sustainability debate

- Sustainable business development and strategy

- Rules, norms and regulations for corporate sustainability

- Environmental and ecosystem assessment, indicators, monitoring, evaluation,

reporting

- Social and cultural dimensions of sustainability

- Sustainable development from a postcolonial perspective

- The emerging discourse on ‘décroissance’ and a postgrowth economy

- Sustainable development goals and the Post-2015 Agenda

The above content will be brought out and discussed with the help of diverse case

studies.

Political Philosophy



- describe and assess a range of key ideas and positions of political

philosophers, the intertextual discourse between them and the main debates

in political theory and philosophy

- contrast, critically reflect and interpret political theories against the historical

and contextual background of their origin

- debate the normative function of political theory and the effect it has on

political debates

- evaluate different interpretations used in political argument and in the analysis

of political phenomena

- conceptualize a theoretical framework for the empirical study of political issues

- critically reflect on their own interpretation, its limitations and the categories in

which we think and act politically


- Historical Positions of Political Philosophy from antiquity to Post-Modernism

- Liberalism, Neoliberalism, Conservatism

- Socialism , Anarchism , Environmentalism

- Green and alternative Political Theories

- Role of Power, Legitimacy, State

- Democracy, Citizenship, Recognition,

- Freedom, Individuality, (Property) Rights

- Justice, Equality, Solidarity

- Feminist Theory, Queer Theory, Postmodernism, Post-Colonialism

- Anthropocentrism and Anthropocene

- Government and Governance

- Political institutions and ideologies

Introduction to Strategic Practice



- explain the significance and the steps of strategic decision-making processes

in a global context

- illustrate key approaches of strategy

- identify concrete strategies for the construction and interaction of institutions

with(in) its socio-cultural environment

- explain strategic dynamics and analyse the relative strength of different

strategic positions as a basis for decisions & actions and examining possible

conflicts

- develop own strategies, taking into account their practices, processing and

effects

- apply methods to implement a strategy


- Strategic mindsets and strategic concepts

- The process of strategizing

- Strategic methods and frameworks

- Strategic management and business development

- Critical refection on strategy and society

Foreign Policy Analysis



- Define the realm of foreign policy as a mechanism of the international

structure and locate FPA within the discipline of international relations.

- Distinguish various theoretical approaches to and debates about the analysis

of foreign policy, critically reflect upon their respective limitations, implications

and underlying assumptions and apply them to case studies.

- Differentiate (state and non-state) actors, agendas and arenas in foreign policy

- Analyse the impact of the concepts of power and influence in foreign policy

making and reflect the significance of foreign policy in an age of globalization.

- Critically assess the different aspects, factors and (cultural, economic,

geographical, historical, and political) dimensions of foreign policy decision-

making and the process and means of foreign policy implementation (e.g.

diplomacy, military force, sanctions, aid, propaganda etc.)

- Reflect on the impact of culture, interests and identity as well as the influence

of ethics, values, norms and human rights.


- Foreign Policy and IR Theory: Approaches and Concepts

- Foreign Policy in an Age of Globalism: Key issues, Challenges and

Opportunities

- Levels and Models of Foreign Policy Analysis: Actors, Structures, Processes,

Sources (domestic and external)

- State and non-state actors: Personality, Rationality, Interests and Psychology

- Processes: Foreign Policy analysis and Decision-Making

- Implementing Foreign Policy: Power and Persuasion (Military Power,

Diplomacy, Sanctions, Aid) - Geopolitical, economic and cultural dimensions of FP

- The impact of Cultures, Identities, Interests

- Foreign policy doctrines and ethical dimensions: values, beliefs, norms and

human rights

- The media, foreign policy and public opinion

- Case studies: German and EU foreign policy

- Case studies: US foreign policy

- Case studies: East Asian and Middle East foreign policy

- Simulation Summit Exercise

Advanced Company Project Duration: 1 Semester



autonomously identify, plan and implement a selected social or business project,

preferably international, e.g. from the fields of culture, tourism, marketing, business

development, trade fair, convention, event, organisation, personnel etc. with the help

of tutors (instructors) and supervisors (professors). This involves integrating, applying

and implementing the knowledge acquired in the modules to date.


Autonomous development of a project idea and implementation of a project under supervision and in collaboration with external partners (“sponsors”). If relevant, students can base their project on work carried out in the project module in the 3rd semester.

Managerial Accounting Duration: 1 Semester


Students who have successfully participated in this module are able to:

– present the meaning of corporate accounting as source of information, which generates figures that are useful for external stakeholders to assess the company’s business performance (external accounting, annual financial statement) and for internal stakeholders to make business decisions based on the data (internal accounting),

– define the structure and the data of the annual financial statement, describe how the balance sheet is drawn up, including bookkeeping and the profit and loss account, explain the different items of the balance sheet and the profit and loss account and understand their significance,

– describe cost accounting as basis for budget planning and as basis for the calculation of products, services, contracts, projects etc.,

– present the meaning of cost management and define adequate methods (cost / benefit calculation, calculation of cost types, cost centres and cost units, cost accounting and cost allocation),

– define what makes up project cost management and how it is carried out using an example.


– Accounting as a tool for strategy assessment – Translating transactions in accounting data – Comparison of financial and managerial accounting – Key Concepts of cost and financial accounting – Cost behaviour and cost-volume-profit-analysis – Calculation of products, services and activities – Profit planning and cost budgeting for departments and business units – Income statement and balance sheet – Accrual accounting and Asset accounting – Liabilities and equity – Cash flow and financial statement analysis

Business Model Innovation Duration: 1 Semester

Description of the Module:

- Various methods of business model generation including Osterwalder's Business

Model Canvas and Value Proposition Canvas

- Playful and proven approaches like ‘Kill the Offering' and ‘The Logo Game` to

discuss and test business models in order to minimize the risk of failure

- Insights into real-life examples and cases out of various customer projects from a

wide bandwidth of industries



- Sketch, iterate and test business models and value propositions out of business

ideas, including those for nonprofit organization, startups and enterprises

- Apply and critically reflect the development and application of methods and tools for

business model generation and value proposition design

- Identify and evaluate the financial and organizational interdependencies between

the building blocks forming viable business models and inspiring value propositions

- Suggest a draft process to design, test and validate products or services, value

propositions and business models

- Experience how Eric Ries' ‘Lean Startup' process supports to overcome major

challenges and pitfalls of running business model innovation as a startup or within an

established organization

- Learn how business model innovation connects with ideation formats like Design

Thinking

Sustainable Development


– determine how firms and other organizations make decisions to allocate limited resources and contrast different theoretical approaches about efficient internalization of externalities and institutional design

– identify the various constituent dimensions of sustainable development: environmental, economic and social sustainability, explain the evolving discourse of sustainablity and identify the main actors and stakeholders in the global sustainability discourse

– select appropriate business responses and management approaches for dealing with social, political, environmental, technological, and global issues and stakeholders

– evaluate potential green business opportunities – apply different sustainability management models and propose intra- and inter-

organizational sustainability management instruments including environmental reporting and life cycle analysis

– critically analyse controversies, solutions and recommendations in the sustainability debate and reflect respectfully on different individual perspectives and cultural concepts deriving from assumptions about humans, nature, development, technology and economy


– determine how firms and other organizations make decisions to allocate

limited resources and contrast different theoretical approaches about efficient

internalization of externalities and institutional design

– identify the various constituent dimensions of sustainable development:

environmental, economic and social sustainability, explain the evolving

discourse of sustainablity and identify the main actors and stakeholders in the

global sustainability discourse

– select appropriate business responses and management approaches for

dealing with social, political, environmental, technological, and global issues

and stakeholders

– evaluate potential green business opportunities

– apply different sustainability management models and propose intra- and inter-

organizational sustainability management instruments including environmental

reporting and life cycle analysis

– critically analyse controversies, solutions and recommendations in the

sustainability debate and reflect respectfully on different individual

perspectives and cultural concepts deriving from assumptions about humans,

nature, development, technology and economy

International Finance and Sustainability


– discuss financial management and market theories and their applications in practice

– illustrate the implications of financial planning, long-term financial decisions, working capital management and currency risk management for international business

– analyse the financial process related to at least one specific and complex international management issue

– interpret the concept of sustainable finance and investment, explain diverse sources of finance and critically evaluate different approaches to sustainability controlling

– recognize the critical role of capital markets and fiscal policy in moving towards sustainability

– critically reflect on the ethical “blindness” of capital markets from various disciplinary perspectives


– Financial planning, capital budgeting and strategic long term financing decisions

– Working capital management – Currency markets and currency risk management – Financial Value Drivers and Sustainable Return on Investment – Sustainability accounting, information requirements and integrated information

systems – The role of capital markets – Public finance and fiscal reform – Environment and Natural Resource Taxation – The System of Environmental – Economic accounting (SEEA)

International Collaboration Management



The module deals with new forms of results centered direct and media-based collaboration in international and cross cultural teams. Therefore the module will be taught parallel and/or after the resources module and add additional aspects of international collaboration and resource allocation. Students who have successfully participated in this module will be able to:

– deeply understand the role of international collaborative work patterns and flows such as in international projects and distributed marketing operations, corporate and cross corporate environments,

– execute research on real life issues based on management theories (assignment),

– understand shared, distributed and intercultural leadership concepts, – apply selected collaboration tools and procedures for defined business

purposes.


– Conceptual approach to international and intercultural collaboration in corporations, NGOs and cross-company operations, its basics and current relevance

– The principles of adaptive organizations and the project-based company – Inter-personal and media-based cooperation – Sharing information and knowledge – Allocation and sharing of resources in international/intercultural environments – The concept of shared leadership and distant leadership – Managing diverse teams – Managing global projects – Managing “global accounts” – Managing global roll outs and coordination of multi-national aid programs – Defining goals, measures and controls – Structured implementation and alignment of resources and procedures – The principles of collaborative tools and systems (e-mail, Telco, Web2.0,

DMS, multi-project management, wikis) – Managing results-orientated collaboration

Intercultural Communicative Competence











Relationships in International Marketing




– define interactions and relationships from various perspectives (economical, technical, psychological, sociological)

– describe how relations are socially and psychologically constructed – evaluate how to initiate and maintain relations to individual and collective

actors – structure the range of interaction and relationships in marketing (public

relations, brand relations, network relations, channel relations, customer relations, etc.)

– apply certain methods and current technology to manage those relations (CRM, Social Media, among others)

– identify tools and methods to plan, implement and control marketing relations actively

– search for levers to improve specific relationships by marketing means


Approaches to marketing relations

Emotional relations

Formal and legal relations

Transactional relations

infrastructures of relations (Internet, logistcs, others)

psychological foundations of relations

social relations

relational content

cultural specifics

Institutional approaches

Transaction costs

Agency problems

Social Networks

Actor-Network-Theory

Social Network Analysis

Interactions and relations in marketing

public relations

brand relations

network relations

channel relations

customer relations, etc.

The ethics of relations

exchange,

service providing,

collaboration,

influence,

persuasion,

manipulation, etc.

Current methods and current technology to manage those relations one to one and

one to many

CRM

retention management

community management

social media,

among others

Managing customer life-cycles and the customer value including

lead generation,

customer retention,

upselling and

recovering.

Managing relations in an intercultural environment

International Marketing Channels and Operations

Duration: 1 Semester Qualification objectives of the module


– describe and interpret the marketing operations of product and service companies from a strategic perspective

– describe the concept, structures and flows of marketing channels including indirect, direct, multi-level, distant and social channels both nationally and internationally

– carry our suitable steps to establish channels and develop business both strategically and operationally

– manage the intercultural differences affecting the marketing operations and channels

– apply tools and methods how to do research on marketing channels and operations manage them actively


– Design of marketing operations of product and service companies from a strategic perspective (top-down and buttom-up)

– Concepts, structures and flows of marketing channels including o questions of maturity o indirect, o direct, o multi-channel and o multi-level marketing, o franchising, o licensing, o co-marketing (co-branding) o distance marketing o social channels

from a national, international and (inter-) cultural perspective

– Analysing and creating customer touch points (PoS, PoP. PoI)

– Technology watch: How technologies like augmented reality, local based services affect marketing channels

– Intermediaton: Supply chain, logistics, value added services, etc.. Tensions between dis- and re-intermediation

– Current case-studies on how to establish and develop international marketing channels and operations, including supporting operations (among others: branding, product- and service management, sales promotion, media)

– Tools and methods how to manage marketing channels and operations actively, including Key Account Management

– Measuring and controlling of channel and operational performance (Goal Setting, KPIs)

– Managing product and service life-cycles: o Launching, o Maintaining and o Re-Launching products and services, o End-of-Life Procedures

– Management of conflicts and intercultural differences affecting the marketing operations and channels

– The interrelation between marketing channels and business models

Critical Perspectives on Tourism Duration: 1 Semester



– integrate current ethical, political and social issues and reflect this in academic discussion in relation to gender, sexuality, class, ethnicity and disability

– argue and critically evaluate tourism as a social force that contributes to intercultural dialogue concerning issues of inclusion and exclusion, justice and inequality and the transformation of places and cultures

– embody a reflexive self in critical research practices that work on subjectivity, positionality and emotional empowerment especially in relation to developing new and alternative methodologies

– position and question ethical and socially responsible frameworks in tourism to consider the making of sustainable communities and creative/social entrepreneurship


– Business ethics and sustainability in tourism – New economies and products in tourism consumption – Impacts of the changing cultural, political and physical landscape – Critical methodologies in tourism research

Tourism Operations




– assess the importance of intangible services, emotional experiences and symbolic values in a competitive market, and apply this to the configuration of customer relationships of service providers

– decode strategies and processes of procurement marketing as a central service of intermediaries

– analyse and develop management processes and interfaces to other service providers within the tourism value chain

– create a marketable product by combining various actors within tourist services


– Operational Management in International Tourism – Characteristics and challenges of tourism as service industry – Stakeholder and role in tourism value chain through collaboration, competitive

vertical integration and international operations – Overview of connections between strategic and operational marketing

Exhibitions, Conventions, Sports and Cultural Events: The Locations

Dimension




– analyse the current market position of an event venue and position it successfully vs. its competitors in the future

– recognise relationships between an event location’s structural conditions and its operation, identify critical factors and compare and evaluate various international examples

– define, explain, plan and analyse critically the primary and secondary activities within the event venue’s value chain

– apply established management methods (e.g. portfolio analysis, balanced scorecard, scenario techniques, value analysis) to international examples of event venues

– demonstrate empathy and apply argumentation skills during the execution of group work and the assessment task


– Forms and characteristics of conventional event venues such as exhibition and convention centres, sports stadia, multifunctional arenas and cultural event venues, but also special event locations such as corporate branded spaces

– Event locations in competition: status-quo analysis and positioning strategies /future scenarios

– Conceptual design of event locations: basic analysis methods (market and needs analysis, location study, space and function concepts etc.)

– Construction of event buildings, based on selected practical examples: call for tenders and stakeholder communication

– Operational concepts (types of business, organisation concepts, personnel concepts etc. for the property) and their individual economic impact

– Financing models of event buildings (external financing/debt financing, equity financing, structured finance, etc.)

Exhibitions, Conventions, Sports and Cultural Events: The Operations

Dimension




– organise and evaluate processes of planning and staging events – implement the necessary structures and function units, taking into account

legal aspects – apply appropriate management methods, leadership concepts and instruments

as well as decision-making techniques to operations of the events industry – ensure the efficiency and outcome of an event with the help of risk and quality

management and select and implement methods to evaluate the quantitative and qualitative success of an event


– Estimation of events’ impacts as framework for events staging – Dimensions of operational planning and management of events according to

different types of event such as: human resources, finances, marketing, function units, legal issues, bidding, site inspection & selection, staging and dramaturgy, logistics, quality management, event evaluation and stakeholder communication

– Selected function units in detail: security management, sales, catering, purchasing/procurement etc.

Strategic Arts and Cultural Management in Different Institutions and

Social contexts Duration: 1 Semester



– analyse and differentiate between the specific strategic management requirements in different cultural institutions and social contexts (ranging from large and traditional institutions to individual entrepreneurship and from ‘high’ culture to popular culture, street art and beyond, nationally and internationally) and their ethical implications

– develop and apply management concepts which are suitable for the varying segments and select specific management methods

– apply interdisciplinary research methods to substantiate strategic decision-making processes


– Concepts of strategic management for application in the artistic and cultural field and their ethical implications

– Current strategic issues of arts and cultural management in different institutions and social contexts

– Case studies in national and international best practices of strategic management

– Applied interdisciplinary research methods for arts and cultural management

Arts Communication, Marketing and Education Duration: 1 Semester



– distinguish and choose between different forms of communication (marketing, PR, advertising, social media, education etc.) with stakeholders in the artistic and cultural field

– assess the characteristics of marketing in the artistic and cultural field and to develop appropriate strategies to market artistic products and productions

– evaluate strategies for public outreach, audience development, and education programs


– Interdisciplinary analytical tools of communication theory, organizational communication and stakeholder analysis

– Classification of national and international arts marketing strategies and tools – Introduction into market research, target group definition, typologies and

targeting – Concept development for marketing strategies and cultural branding

– The rise of public outreach and education projects, best practices national and international case studies in public outreach and education projects

Key Concepts for the Study of Management as Culture:

Cultural Turns Duration: 1 Semester




- to explain the cultural turn in the humanities

- to provide an overview of the development of different cultural turns from the perspective of the history of theories.

- to differentiate between the individual cultural turns and reflect on their significance for society.

- on the basis of this, to observe and describe economy and management as cultural phenomena


- Foundations of cultural theory

- Key concepts for the study of culture, i.e. an overview of key cultural turns and their relevance for the study of management and the economy as a cultural phenomenon:

- Interpretive turn

- Performative turn

- Spatial turn

- Translational turn

- Critical comparison of the cultural turns and their potential for the study of management


Interactive seminar

Controlling: Leading for Results Duration: 1 Semester

Qualification objectives of the module Students who have successfully participated in


- to identify different leadership styles in terms of decision making in the realm of uncertainty

- analyze the impact of transactional leadership based on targets and performance indicators as a controlling instrument for entrepreneurial response.

- to describe the demands and expectations of the different stakeholders with regard to controlling.

- to analyze and critically examine the intended and contra intuitive impact of using performative character of financial models, indicators, result presentations and the communicative rituals related to these.

- to understand the digitization of presentation of entrepreneurial activity as the language of financial management of a company and as a social construction


- Theories of laeadership in context of controlling, accounting, auditing, compliance

- The process of decision making

- Performance measurement

- Functions of performance measurement (evaluation, controlling, budgeting, incentives, learning, improvements)

- Performativity of financial models

- The construction of discourses

- The digitization and data driven leadership & controlling.

Teaching and learning methods of the module — Great book/text seminar — Interactive lecture with text sponsorships

by student teams — 3 riskfull thesis & 1 phenomenon of

practice to each text

Special features

(e.g. online activities, company visits, guest

lectures, etc.)

Guest lectures by international recognized

experts & professors (Copenhagen Business

School, Economist, NGOs etc.)

Business Analysis Duration: 1 Semester




- to interpret economic, entrepreneurial, and organizational actions & practice and evaluate them with regard to their heuristic value and practical use.

- to apply and, if relevant, triangulate suitable qualitative and quantitative methodologies and methods to empirically analyze and interpret a specific research subject.

- to analyze and critically reflect on the conditions and limitations of management activity & practice within an organization.

- to analyze and critically reflect on external conditions of management activity in a national and international context.

- to identify, anticipate, and evaluate the interplay between factors and realities of the external business environment and internal spheres of organizations in an integrative way.

Contents of the module

- Analysis of the political, economic, socio-cultural, technological, ecological, and legal conditions

- Stakeholder Theory and Analysis

- Business analysis with the purpose of enabling change

- Overview and application of selective business analysis techniques and quantitative and qualitative research methods

Rhetorics and Stylistics Duration: 1 Semester



this module will be able to:

- identify and implement rhetorical techniques and figures in a variety of oral and written genres of interaction in the context of an organization.

- analyze and use different means of communicative styles for the construction of social meaning.

- reflect on and adjust the effects of their verbal and non-verbal behavior on others.

- model the ideological level of talk and verbal interaction and other communicative codes.

- discover and practice rhetorics and stylistics as a skill and an art.


- reflect and explore own rethorical skill

- perform in front of the group in varies settings (solo, group, pair)

- learn about different intentions, purposes and occasions

- relevance of personal talent, social skill and attitude

- possibilities to structure and plan a presentation or performance

- explore elements to support the message (using imagination, metaphors, humour, etc.)

- improvise in discussions

- perform freely within a concept

- be able to create atmosphere in a specific business context

- connect with the audience in a convincing way (explore entertainment, heartiness yet in a professional way)

- dare to take risks to shape own style


This module will contain practical parts, e.g.

exercises in body expression (according also to

body language), basic speaking techniques,

breathing techniques, emotional expression.





download center

Creativity in Context Duration: 1 Semester




- to present and evaluate the current state of creativity research.

- to describe and critically examine creativity as an individual (psychological) phenomenon.

- to reflect on empirical methods of creativity diagnostics

- to overcome personal approaches in order to break through the context dependency of individual creativity with a multi-disciplinary approach.

- to compare and evaluate different socio-individual theoretical.

- to develop creativity as a communicative phenomenon that is performed by groups and organizations.

Content of the module - P-dimensions of creativity

- Person

- Product

- Process

- Place

- Psychology of creativity

- Characteristics of creative people

- Models of the creative process

- Methods of creativity diagnostics

- Psychometric methods

- Experimental techniques

- Biographical and case study techniques

- Multi-methodological methods

- Socio-individual theoretical approaches:

- component model

- system model

- interaction approach

- Communication approaches:

- generic model of group creativity

- micro-interactional approach

- Creaplex approach


Interactive seminar

Critical interpretation in the form of individual

and group work

Self-study




lectures by creativity researchers will be

integrated, if possible.

Self-study using online components such as


download center.

Culture & Society in Change: History & Trends Duration: 1 Semester

Qualification objectives of the module Students who have successfully participated in

this module will be able to:

- explain the interconnectedness of cultural and social change referring to historical examples ,

- identify current fundamental areas of social and cultural transformation globally as well as locally and, based on this,

- reflect on the challenges of making sense of transformations while they are happening,

- reflect on the role of management and organizations in the context of social and cultural change.


- Exemplary history and analysis of major social and cultural transformations (e.g. industrialization, the ‘1968 movement', media transformation )

- Current issues and trends of social and cultural change

- Making sense of change: challenges of contemporary perspectives on current transformations

- Organisational change and society

Teaching and learning methods of the module - Interactive seminar integrating exercises

- Reading and dicussions

- Exercises in groups

- Image and film analysis

Identity Duration: 1 Semester


Following the successful completion of this

course, students should be able to:

- Draw and model, from a constructivist point of view, the creation of a subject within a discourse

- Explain and develop “identity” as a performative repetition of a continuous instability within social orders

- Model “identity” as a result of social construction and subjectivation processes

- Model and critically analyse the influence of society and culture on the perception of groups and identities especially within the organizational context

- Explain inclusion and exclusion processes and social closure within society

- Reflect one´s own identity and diversity and develop an own and critical position


- Definition and foundations of diversity, identity and society

- Historical and philosophical significance of the concept of identity

- Theoretical and methodological perspectives in identities research

- Identity concepts, e.g. cultural, gender or age-related identity

- Relational singularities and identities

- Subjectivation

- Superdiversity


Seminar

Approaching Brands Duration: 1 Semester




- To critically debate and reflect on the current discourse on brands and brand management.

- to understand the mutual importance of brands and culture/the market/consumption.

- to contrast the systems theory/constructivist approaches to brand theory with traditional approaches.

- to practice qualitative market research methods and differentiate them from quantitative methods.


- The current discourse on brands - Brand symbolism - Brand meaning and value - Critical brand consumption - Brands and multimedia - Branding and corporate social responsibility

- Brand approaches - functional and technical perspective - personality and identity perspective - social and (inter)cultural perspective - semiotic and systemic perspective

- Brand and market research - quantitative techniques - qualitative techniques - ethnographical methods - projective techniques - mixed methods, triangulation


Interactive seminar

Critical interpretation in the form of individual

and group work




lectures by, e.g., representatives of brand

agencies and brand research will be integrated, if

possible.



download center.

New Media Culture Duration: 1 Semester




- to understand how social relationships, working forms, consumer products and aesthetic designs change under conditions of network culture.

- to differentiate between the influence of network culture on everyday culture and the influence of everyday culture on network culture.

- to analyze media practices as culture phenomena using inter-disciplinary methods.

- to study new cultural phenomena triggered by the network.

- to examine the formation of own ethical standards, aesthetic patterns and performative practices in the network.

- to comprehend that each phenomenon of the new media culture bears a counter-phenomenon


Participatory culture vs. consumer culture: The interactive Web and its cultural implications

Transmedia Storytelling/Memes vs. Fake News: The Web as a breeding ground for culture

Linked vs. Isolation and Loneliness: From the individual to the network being

Ultra-Fandom vs. Shitstorms and Online Hate: The Web as emotion amplifier

Always on/Realtime vs. Digital Detox: Opportunities and limits of total availability

Digitalization/Automatization vs. Leaked: When everything becomes data

Freedom of the Internet vs. Netiquette: Does the Web need rules and regulations?


Project work, case studies, simulations and role

plays

Approaching Sustainability Duration: 1 Semester


Following the successful completion of this

course, students should be able to:

- re-construct and de-construct the

genealogical formation of

sustainability as a contested concept. - understand sustainability as an

integral approach combining ecological, economic, societal, and cultural aspects including their

conflicts. - re-evaluate the meaning of economic

prosperity in relation to socio-cultural

values and the ‘limits to growth' - understand and utilize concepts like

‘green growth', ‘décroissance' /

‘degrowth' and ‘postgrowth' - apply these conflicting and

paradoxical insights about sustainability in order to transform social, economic and business practices.


- History of sustainability and the

‘making of a concept' - Key ideas and conflicts within

sustainability - Central documents and events: From

‘Limits to growth' to the ‘Green Economy' and ‘Degrowth'

- The political economy of sustainability - Managerial aspects, tools and

standards - Sustainable transitions:

theory and application - Current issues in sustainability


Interactive Seminar

Documents

Course Catalogue 2018/2019 - Karlshochschule …...– The basics of the phonetic and written form of the foreign language – Basic grammatical structures – Basic lexis – Learning