Program Content


Global competition in a growing number of product markets is increasingly turning positive differentiation from competitors into a precondition for survival for all kinds of organizations. Attractive differentiation from competitors can only be established and sustained by continual product, process and capability innovation as well as by carefully building and maintaining relationships with important stakeholders, i.e. branding. Innovation and branding capabilities of an organization depend on appropriate strategic leadership. Leadership style, management systems, socially accepted norms of behavior along with careful resource allocation processes further support and continually re-launch innovative thinking and actions. Strong relationships with external stakeholders largely depend on the leaders’ capability to serve as internal role models. Strategic leadership, therefore, is the driver and at the same time, the coordinator of an organization’s innovation and branding processes.

The Innsbruck School of Management has designed the Master Program "Strategic Management" to respond to these challenges. The program focuses on the interrelationships among strategic leadership, innovation and branding. To foster a truly multi-cultural participant profile, the program is conducted in English.

The program is based on the Innsbruck School of Management’s research focus in the field of strategic leadership, innovation and branding as well as on the school’s close relationships with national and international academic partner institutions, companies and non-profit organizations.


Program Guidelines

In accordance with the qualification profile, the program design is based on five pillars:

Research-based Learning

The program is to facilitate research-based learning, focusing not only on subject matter content, but turning students into "reflective practitioners". The focus on reflective skills and the enhancement of (social, communicative, work-relevant) "self-competencies" are central elements of the program.

Experience-based learning

Strategic management practice plays a significant role in the program. From the very beginning, co-operation with companies and other organizations together with participants’active reflection of prior and current experiences in the field will ensure experience-based learning.

International and multi-cultural perspective

The international and multi-cultural perspective of the program is ensured through selected contents, co-operation with top international institutions, students potentially completing one or more modules of the Master Program at partner universities, and international students participating in the program at the Innsbruck University School of Management.

Diversity of approaches

An open attitude towards diversity and the ability to reflect and communicate ‘across boundaries’ are important goals of the program. Thus, a number of different and complementary forms of learning are practiced in the various modules. Small groups and courses foster the acquisition of relevant knowledge and methodological self-confidence through explorative elements, field studies and a step-by-step process of becoming independent in the learning process. Representatives from various fields of management studies co-operate as a faculty team.

Elective Courses

Having accomplished the curricular core program, students have the opportunity to choose from a variety of courses related to our research focus on strategic leadership, innovation, and branding, among them: Strategic Management, Strategic Marketing & Branding, Market Research, Organizational Behavior, Innovation Management, Customer Insights, Intercultural Brand Building, Services Marketing, International Management, Online Marketing, Sustainability & Natural Resource Management, Entrepreneurship, Creativity & Change Management, Management Accounting, and Human Resource Management.

Academic Degree

The degree "Master of Science" (abbreviation: M.Sc.) is awarded to students on successful completion of the entire program.


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