The students get to know and apply analysis tools to develop and evaluate new business models in the digital economy. 

That comprises :

• Identifying promising real media  startups (either based on a media content / industry: e.g. music, TV/audiovisual , news, literature, education  OR digital business models, (media content not obligatory) like e.g. an online clothing shop or food catering platform)
• Understanding & applying the nine elements of the business model canvas (including a company’s value chain , being explained by ”core activities”)
• Assessing technology trends and their potential for the digital economy, focusing  on media business models
• Analysing the economic drivers imposed by an industry’s five competitive forces, with a focus on the forces’ impact on a new media/digital business model

•   Osterwalder, A. / Pigneur, Y.:  Business model generation - a handbook for visionaries, game changers, and challengers,  2010.

•   Porter, M.E.: Competitive Strategies , 1980. In  German: Wettbewerbsstrategien, 10. Aufl., 1999,

•   Kotler, P. / Keller, K. L.: Marketing Management, 15.ed, 2015.

Content

Top 1: Designing a global strategy and organization

Learning objectives:

• LO1: define globalization; understand what a global firm is, and how it differs from a multinational company.
• LO2: identify the forces pushing toward globalization and identify the forces pushing for localization.
• LO3: position an industry or a business on the global/multi-local map.
• LO4: discuss the benefits and pitfalls of globalization.
• LO5: identify a global strategy by breaking down all its elements.
• LO6: describe a global business system.
• LO7: identify the sources of competitive advantage in a given company.

Top 2: Global strategic alliances, mergers and acquisitions 

 Learning objectives:

• LO1: identify a global alliance and M&A strategy.
• LO2: analyze the various fits among partners.
• LO3: structure an negotiation.
• LO4: anticipate potential issues and set up proper mechanism to solve them. LO5: explain the different mode of integration.

 Top 3: Strategic Control and Corporate Governance

 Learning objectives:

• LO1: understand the „tone at the top". LO2: ensuring informational control
• LO3: attaining be3havioral control
• LO4: understand the role of corporate governance
  

 Top 4: Cross-cultural management 

 Learning objectives:

• LO1: understand the meaning of culture and the various layers of culture.
• LO2: identify the key characteristics of international cultural differences.
• LO3: explain the managerial issues related to international cultural differences.
• LO4: be aware of differences in ways of conducting business across cultures.

 Top 5: Global human resources management

 Learning objectives:

• LO1: understand and accept that people have different career expectations (from none to top management).
• LO2: understand the causes of success and failure of an expatriate policy.
• LO3: contribute to the definition of an expatriate policy.
• LO4: contribute to plans for developing local management. LO5: participate in the design of global training programmes.

 Top 6: Global innovation

 Learning objectives:

• LO1: understand the logic and the limitations of the international product life cycle.
• LO2: appreciate the different designs of global R&D networks.
• LO3: recognize the different management issues in the global management of R&D.
• LO4: discuss the issues of the international transfer of technology.
• LO5: understand knowledge management.

 Top 7: Global operations

 Learning objectives:

• LO1: understand the various factors contributing to the location decision.
• LO2: explain the different roles of international factories and service centres, and their evolution.
• LO3: evaluate the advantages and disadvantages of centralized versus decentralized purchasing.
• LO4: understand the role played by the Internet in the management of global operations.

 Top 8: Global social responsibility

 Learning objectives:

• LO1: understand the domain of corporate social responsibility.
• LO2: describe the causes and effects of corruption in business and the role that a global company can play in fighting corruption.
• LO3: participate in the formulation of environmentally friendly policies.
• LO4: appreciate the social responsibility of global firms in maintaining appropriate practices with regard to child labour, human rights and labour conditions.

Top 9: Konnichi-wa and Nihao: Doing business in Japan and China

 Learning objectives:

• LO1: understand the Japanese way of doing business.
• LO2: understand the Chinese way of doing business.
• LO3: work out the differences between the two super powers.

 Top 10: The ethical challenge of the firm

 Learning objectives:

• LO1: understand the importance of business ethics in everday's life.
• LO2: learn to draw a line between acceptable and not acceptable business conduct.
• LO3: Be aware and alerted of certain incidences and practices that could damage your company.
• LO4: contribute to an ethical climate within your company.

DesJardins, Joseph R./McCall, John J.: Contemporary Issues in Business Ethics; 6th Ed.; Cengage; Australia 2014.
Fraedrich, John et al.: Ethical Decision Making in Business, A Managerial Approach; 9th Ed.; Cengage; Australia 2013.
Grant, Robert M.; Contemporary Strategy Analysis; 8th Ed.; Wiley Chichester 2013
Lasserre, Philippe: Global Strategic Management; 3rd Ed.; Palgrave; New York 2012.
Rugman, Alan M./Collinson, Simon: International Business; 6th Ed.; Pearson; Harlow et al. 2012.

Marketing

Marketing management, strategic planning and marketing process.

Planning, execution and control of marketing programs.

Development of marketing-mix: product development, product-life-cycle strategies, price strategies,
product placement, distribution, communication, sales, promotion strategies.

International Marketing

The Scope and Challenge of International Marketing.

Selection of target markets: consumer markets, business to business.

Market segmentation.

Researching International Markets.

The International Political and Legal Environment.

Marketing Strategies

Business Customs and Practices in International Marketing.

o Czinkota, M. R., Ronkainen, I. A. (2013), International Marketing, 10. Aufl., Stamford.

o Homburg, Ch., Kuester, S., Krohmer, H. (2013), Marketing Management, 2. Aufl., Maidenhead.

o Kotabe, M., Helsen, K. (2010), Global Marketing Management, 5. Aufl., Hoboken.