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Students should gain specialized knowledge in strategic management. They should especially develop the capability to analyze situations, discuss them and find solution for upcoming management problems. Furthermore, presentation and communication skills are enhanced.

Case studies and practical examples to further deepen the understanding of tools and methods of strategic management

Theoretical input and interactive discussions

Quizzes in each session (single choice in English): Literature: Mooradian et al. (2012): Strategic Marketing, Pearson Education (see section on literature); reflection paper; case presentation, preparation and collaboration; term paper

(Details will be clarified during the introductory session on October 16. 2018 (13:00-13:45, SR 12)

Core literature for the seminar & final exam (Gesamtprüfung)

• Mooradian, Todd A., Matzler, Kurt, Ring, Lawrence J., (2012). Strategic Marketing. Upper Saddle River: Pearson Education. Section I: Chapters 1-4; Section II: Notes 1,2,5-14; Section III: Notes 17-20, Section IV: Notes 24-25; Section V: Notes 32 
  • Alternatively you can use the following book in German: Matzler, Kurt, Mooradian, Todd A., Müller, Julia, (2012). Strategisches Management: Konzepte und Methoden. Wien: Linde international. The entire book is relevant for the exam
• Kaplan, Robert S., Norton, David P. (1996). Linking the Balanced Scorecard to Strategy. California Management Review, 39(1), 53-79.
• Collins, James C., Porras, Jerry I. (1996). Building your company’s vision. Harvard Business Review, 74(5), 65-77.
• Collis, David J., Rukstad, Michael G. (2008). Can you say what your strategy is?. Harvard Business Review, 86(4), 82-90.

Recommended Literature

• Johnson, Gerry, Whittington, Richard, Scholes, Kevin, Angwin, Duncan, Regnér, Patrick (2015). Fundamentals of Strategy (3rd ed.). Harlow: Pearson.
• Grant, Robert M. (2010). Contemporary Strategy Analysis, 7. Edition. Chichester: John Wiley & Sons.