COVID-19 Update

Dear current and prospective students,

due to the current pandemic situation we decided to offer our first course on 'Strategic Management' in a full online format. All other courses, starting mid-November, will be held face-to-face or in a blended learning format, given that the pandemic situation allows to meet in class. In case of any risk, all courses will immediately switch back to a full online format.

Profile and 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 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. 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 Faculty of Business and Management has designed the Master's 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 Faculty of Business and Management’s research focus in the field of strategic leadership, innovation and branding as well as its close relationships with national and international academic partner institutions, companies and non-profit organizations.

Program Guidelines

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

Research-based Learning

The program facilitates research-based learning by turning students into "reflective practitioners". The focus on reflective skills and the enhancement of (social, communicative, and 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-ranked international institutions, outgoing students potentially completing one or more modules of the master program at partner universities, and international incoming students participating in the master program at the Faculty of Business and 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 different 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 of strategic leadership, innovation, and branding. Among them: Innovation Management, Customer Insights, Intercultural Brand Building, Brand-related Behavior, Services Marketing, International Management, Online Marketing, Sustainability & Natural Resource Management, Entrepreneurship, Creativity & Change Management, Human Resource Management, and SAP Powered Strategic Enterprise Management.  

Structure of the Program

The Master's program allows completion within two years. The program consists of 10 modules and a master thesis. The total number of student contact hours is 540. The overall sum of ECTS credits for the modules and the master thesis is 120. Students acquire different kinds of knowledge:

  • Conceptual knowledge focusing on subject matter competencies.
  • Methodical and instrumental knowledge focusing on work-relevant, skills-oriented and methodological competencies.
  • Reflective knowledge focusing on personal, social and self-competencies.

Core Program


The core program consists of four modules to be studied by all participants in the program. For a detailed description, please see the   curriculum.

Strategic Management

Students acquire knowledge and skills on how to stimulate the successful evolution of strategy and leadership. They study cases of business leadership, focusing on individuals who form and change their organizations. Further information and relevant literautre you may find here.

Strategic Marketing and Branding

Students appreciate the various concepts of marketing and branding and their impact on strategically managing a business organization. They gain insight into creating brands and the potential contributions of strategic branding to organizational success.

Market Research

Students learn to design a research project. They gain application knowledge concerning the most important qualitative and quantitative data analysis techniques.

Organizational Behavior

Students learn how to install, lead and maintain processes inside business organizations as well as in their stakeholder networks. They acquire skills essential for a successful career based on knowledge of dynamics in groups and in organizational settings.

Elective Courses

Having accomplished the curricular core program, students have the opportunity to choose from a variety of courses related to our research focus of strategic leadership, innovation, and branding:

  • Innovation Management
  • Customer Insights
  • Intercultural Brand Building
  • Brand-related Behavior
  • Services Marketing
  • International Management
  • Online Marketing
  • Customer-Relationship-Management
  • Sustainability & Natural Resource Management

In the third semester, students may choose among another set of electives:

  • Entrepreneurship
  • Marketing Performance Management
  • Brand Monitoring
  • Retail Brands and Store Branding
  • Creativity & Change Management
  • Current Topics in Strategy and Marketing
  • Management Accounting
  • Human Resource Management
  • SAP Powered Strategic Enterprise Management

Master's Thesis

The master's thesis is to be completed in the fourth semester. It offers the opportunity to apply acquired knowledge and methods in competent research of strategic management questions.

The topic of the master's thesis must be meaningfully related to the content of a compulsory or elective module completed by the student and should combine empirical questions and conceptual considerations.

Co-operation with companies and non-profit organizations is possible but not a must.

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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