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MODULE CATALOGUE

Bachelor’s Degree Programme

B.A. Business Administration (English) Practice-Integrated Dual Study Model

Marketing Communications and Public Relations

Module Catalogue – B.A. Business Administration (English) (dual) MCPR

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Table of contents

Preliminary remarks ................................................................................................................. 4

Abbreviations ........................................................................................................................... 5

Qualification goals of the Business Administration (English) degree programme ............. 6

Additional information on electives modules ......................................................................... 8

List of joint modules ................................................................................................................ 9

List of specific modules: Marketing Communications and Public Relations ..................... 12

Schedule of Studies: dual study model ................................................................................ 14

PART 1 – JOINT MODULES ............................................................................................................................ 15

Principles of Business Administration ................................................................................. 15

Financial Accounting and Reporting .................................................................................... 18

Quantitative Methods for Economists 1 ............................................................................... 22

Key Skills ................................................................................................................................ 25

Marketing ................................................................................................................................ 30

Law 1 ....................................................................................................................................... 33

Practice Transfer 1 ................................................................................................................. 36

Principles of Economics ........................................................................................................ 38

Management Accounting and Corporate Finance ............................................................... 42


Quantitative Methods for Economists 2 ............................................................................... 48

Principles of Informatics ........................................................................................................ 51


Language Skills ...................................................................................................................... 56

Leadership Skills .................................................................................................................... 61

Organisation and Management ............................................................................................. 65

Intermediate Project ............................................................................................................... 68

Law 2 ....................................................................................................................................... 70

International Aspects of Corporate Management ................................................................ 72

Operations and Business Performance Management ......................................................... 75


Bachelor Thesis ...................................................................................................................... 80

PART 2 - SPECIFIC MODULES: MARKETING COMMUNICATIONS AND PUBLIC RELATIONS .......................................... 82

Introduction to Marketing Communication and Public Relations ....................................... 82

Public Relations ..................................................................................................................... 86

Advertising ............................................................................................................................. 90

Applied Communication Techniques .................................................................................... 94


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Conceptual and Legal Aspects of Corporate Communication ............................................ 97

Issues Management and Crisis Communication (EL 5.1) .................................................. 100

Sponsorship and Fundraising (EL 5.2) ............................................................................... 102

International and Intercultural Communication Management ........................................... 104

Event Communication (EL 6.1) ............................................................................................ 107

Investor Relations (EL 6.2)................................................................................................... 109


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Preliminary remarks The reading lists have been updated at the time of publication of the module catalogues and they will be complemented in the respective course if required. In each case the students should refer to the most recent edition of the recommended titles listed in the modules. The reading lists are divided into essential reading and further reading and the literature sources are listed in alphabetical terms for the respective modules and sub-modules.

Courses are continuously arranged when there is demand. Irrespective of whether the course for a particular subject begins in the summer and/or winter semester, the modules and accompanying sub-modules scheduled for the respective semester of study are taught.

Examinations are defined in sections 8 and 9 of the Study and Examination Regulations of the HWTK. The scope and formalities of the examinations to be written in the form of a term paper can be found in the respective version of the “Guide to Writing Academic Papers” as approved by the examination committee.


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Abbreviations

ASGN Assignment BA Bachelor thesis BADM Business Administration CEFR Common European Framework of Reference for Languages ECO Economics ECTS European Credit Point Transfer System EL Elective EN English FT Final test GER German HaT Hotel and Tourism Management IP Intermediate project ITST Intermediate test/intermediate tests LEC Lecture MCPR Marketing Communications and Public Relations MM Mandatory module OE Oral examination OP Oral presentation PP Practice paper PRES Presentation PROJ Project work SE Seminar Sem. Semester SM Sub-module/sub-modules SP Seminar paper tba to be announced TUN Teaching unit TUT Tutorial Type Sub-module type [course type] WE Written examination [indicating duration in minutes]


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Qualification goals of the Business Administration (English) degree programme

The Bachelor’s degree programme Business Administration (English) taught in English equips graduates with the skills to carry out a theory-based and practice-oriented analysis of management and leadership problems as well as to develop proposals for resolving problems at management levels within a company.

The degree programme has a modular structure and comprises (1) a joint element (joint modules) in which the fundamental specialist economic and legal knowledge is acquired, together with academic and overarching skills such as languages, leadership and interpersonal skills, and (2) a subject-specific element (specific modules) in which students acquire knowledge and skills in their chosen area of specialisation, starting from the first semester.

Specialist qualification goals

In the degree programme’s joint modules, students are taught fundamental economic knowledge, in particular from the field of business administration. Students are able to describe and analyse companies’ duties, processes and structures and their areas of activity, as well as cross-functional relationships between companies and how these are structured depending on decisions taken both within and outside a company. Students are also capable of describing and analysing the way in which corporate and other systems are interdependent.

The academic requirements in terms of theory and methodology are combined with a strong focus on application. Business administration skills are complemented by the requisite methodological skills in mathematics and statistics, and in the application of information and communication technologies. Furthermore, students acquire knowledge and understanding of the principles of economics and of the legal framework conditions of economic activity.

Within the specialisation “Marketing Communications and Public Relations” (specific modules) of the Bachelor’s degree programme “Business Administration (English)“, students acquire subject-related theoretical and practical knowledge, which enables them to accomplish tasks of internal and external corporate communication. Students have basic knowledge of marketing communications and journalistic work, and are able to apply communication techniques effectively across all sectors and for specific sectors – depending on the size of the respective company. In addition, students know about conceptual and legal aspects of corporate communication. The extensive knowledge of information and communication media enables graduates to apply modern PR tools, such as online-PR, blogs or social media.

General qualification goals

Students are equipped with the skills to identify business management and leadership problems at senior level within companies, develop possible solution strategies, critically assess alternative courses of action and, on this basis, take business decisions independently. The complex nature of these tasks is covered in the degree programme by closely combining knowledge in the area of business administration and economics with cross-disciplinary explanatory approaches.

In addition, students’ soft skills are increased with a particular focus placed on the ability to manage oneself and to work as part of the team. Language skills as well as intercultural competence are also further developed.


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Graduates are capable not only of independently researching information on economic issues but also of systematising such information as the context and situation dictates and of providing a qualified assessment.

The capacity to expand their knowledge independently means that students can acquire the skills to respond adequately to rapidly changing economic situations on an international level and to react appropriately to the resultant professional challenges posed by globalised labour markets.

By developing language and communications skills, graduates are able to take part in discussions related to their subject of study, present comprehensive strategies and concrete approaches to solutions and to manage any conflicts which may arise from implementing such solutions in operating decisions and measures in an effective and sustainable manner and on the international level.


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Additional information on electives modules

Elective modules: • Issues Management and Crisis Communication (EL 5.1) • Sponsorship and Fundraising (EL 5.2) • Event Communication (EL 6.1) • Investor Relations (EL 6.2)

Depending on the elective modules which are offered, one elective from the above list is to be chosen in both the fifth and sixth semesters.


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List of joint modules

Modules (including sub-modules)

Semester Examination/

form of examination

Student workload (in hours) ECTS

points Module

supervisor Contact time (tuition hours)

Self-study time (hours)

Principles of Business Administration

1 WE 90 60 90

5 tba Principles of

Business Administration 1 1 36 54

Principles of Business Administration 2

1 24 36

Financial Accounting and Reporting

1/2 WE 120 80 130

7 tba Financial Accounting 1 1 30 30

Financial Accounting 2 2 30 60

Introduction to Balance Sheet Analysis and Accounting Policies

2 20 40

Quantitative Methods for Economists 1

1 WE 90 60 90

5 tba Mathematics for

Economists 1 1 36 54

Statistics 1 (Descriptive Statistics)

1 24 36

Law 1 1/2 WE 90 50 100

5 tba Basics of Law 1 30 60

Basics of Law of Obligations and Property Law

2 20 40

Key Skills 1/2/3 – 108 72

6 tba

Presentation and Facilitation

1 20 10

Principles of Scientific Writing

(1 to 3) 1/2/3 44 46

Systems Thinking: Business Simulation Game

2 Presentation 24 6

Project Management 3 Project work 20 10

Practice Transfer 1 1 Practice paper 10 140 5 tba

Practice Transfer 1 1 10 140

Marketing 2 Case study or WE

90 50 100

5 tba Introduction to Marketing 2 30 60

Case Studies and Applications for Selected Aspects of Marketing

2 20 40

Management Accounting and Corporate Finance

2/3 WE 120 84 126

7 tba Management Accounting 1 2 36 54

Management Accounting 2 3 24 36

Principles of Finance 3 24 36

Principles of Economics 2/3 WE 90 66 114

6 tba Principles of Economics 1 (Microeconomics)

2 24 36


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Principles of Economics 2 (Macroeconomics)

3 30 60

National and International Economic Policy

3 12 18



Quantitative Methods for Economists 2

3 WE 90 60 90

5 tba Mathematics for

Economists 2 3 24 36

Statistics 2 (Probability Theory and Inferential Statistics)

3 36 54

Principles of Informatics

3/4 Project work 60 90

5 tba Informatics 3 36 54

Database Systems 4 24 36



Language Skills* 3/4/5/6 Oral examination 120 30

5 tba

Language Skills 1 3 24 6

Language Skills 2 4 24 6

Business Language 1 5 24 6

Business Language 2 6 48 12

Leadership Skills 4/5/6 – 68 82

5 tba Rhetoric and Communication 4 20 10

Business Ethics 5 Oral presentation 24 36

Entrepreneurship 6 Project work 24 36

Organisation and Management 4/5 WE 90 50 100

5 tba Corporate Organisation and

Management 4 30 60

Human Resources

Management 5 20 40

Law 2 4 WE 90 50 100 5 tba

International Commercial Law 4 50 100

Intermediate Project 4 Intermediate project and

presentation 10 290

10 tba

Intermediate Project 4 10 290

International Aspects of Corporate Management

5 – 66 84

5 tba International Management 5 WE 60 36 54

Intercultural Competence 5 Presentation 30 30

Operations and Business Performance Management

5/6 Case studies 54 96

5 tba Service and Operations

Management 5 30 60

Business Performance Management

6 24 36




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Bachelor Thesis 6 Bachelor thesis

and oral examination

12 348 12 tba

Bachelor Thesis 6 12 348

Total 1176 2724 128


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List of specific modules: Marketing Communications and Public Relations

Modules (including sub-modules)

Semester Examination/

Form of examination

Student workload (in hours) ECTS

points Module

supervisor Contact time (tuition hours)

Self-study time (hours)

Introduction to Marketing and Public Relations 1 WE 120 90 150

8 D. Kluge Communication and Media 1 30 45

Marketing Communication Tools and Introduction to

Online PR 1 30 45

Principles of Journalism 1 30 60

Public Relations 2 WE 120 90 150

8 D. Kluge Internal and External Communication Tools

2 30 45

PR Concept 2 30 60

PR Evaluation 2 30 45

Advertising 3 Seminar paper and presentation 90 150

8 D. Kluge Psychology of Advertising 3 30 45

Forms of Advertising 3 30 45

Advertising Concept and Media Planning 3 30 60

Applied Communication Techniques 4 Project work 90 150

8 D. Kluge Introduction to Practical Journalism 4 36 54

Applied Campaign Design 4 54 96

Conceptual and Legal Aspects of Corporate

Communication 5 WE 90 50 100

5 K. Büchel Media, Competition and Copyright Law 5 30 60

Concept and Management of Integrated Corporate

Communication 5 20 40

Issues Management and Crisis Communication

(EL 5.1) 5 Case study or

project work 50 100 5 D. Kluge

Issues Management and Crisis Communication 5 50 100

Sponsorship and Fundraising (EL 5.2) 5 Case study or


Sponsorship and Fundraising 5 50 100

International and Intercultural Communication

Management 6 WE 90 50 100

5 D. Kluge International Comparison of Media Systems 6 25 50

International Corporate Communication and Brand

Management 6 25 50

Event Communication 6 Case study or 50 100 5 D. Kluge


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(EL 6.1) project work

Event Communication 6 50 100

Investor Relations (EL 6.2) 6 Case study or


Investor Relations 6 50 100

Total 560 1000 52


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Schedule of Studies: dual study model


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PART 1 – JOINT MODULES

Principles of Business Administration

Course Business Administration (English) EA-I001

ECTS 10 Total workload (hrs) 150 Module supervisor tba

Type mandatory Tuition: 60 Language EN

Length (sem.) 2 Self-study: 90

Sub-modules



Examination WE 90

Participation requirements None

Useful prior knowledge –

Special aspects None


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DESCRIPTION OF SUB-MODULES


ECTS 3 Total workload (hrs) 90

Type LEC+ASGN Tuition: 36

Semester no. 1 Self-study: 54 Content Business administration as a science:

Business administration in the context of the sciences Features of business administration Types of statement in business administration

Company, peripheral system and internal system: Company Peripheral system Internal system

Management cycle: Analysing the situation Clarifying objectives and formulating a strategy Planning and decision-making Organising and implementing Monitoring

Fundamental framework conditions: Range of products and services Location Organisational structure Legal form Autonomy

Reading Essential reading:

Douglas, A. (2012). Business Administration, 4th ed., Dublin: Gill & Macmillan. Schermerhorn, J. R. (2009). Management, 10th ed., Hoboken: Wiley. Daft, R., Kendrick, M. & Vershinina, N. (2010). Management, 4th ed., Hampshire: Cengage.

Further reading: Grochla, E. et al. (eds.) (1990). Handbook of German Business Management, Stuttgart et al.: Poeschel. Wöhe, G. & Döring, U. (2013). Einführung in die Allgemeine Betriebswirtschaftslehre; 25th ed., München:

Vahlen. Special aspects The sub-module starts at the beginning of the semester.


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Semester no. 1 Self-study: 36 Content Production:

Underlying concepts and relationships in production The management cycle in production Typical tasks in production Importance of production within the business system

Procurement: Underlying concepts and relationships in procurement The management cycle in procurement Typical tasks in procurement Importance of procurement within the business system

Marketing (sales): Underlying concepts and relationships in marketing The management cycle in marketing Typical tasks in marketing Importance of marketing within the business system

Research and development (R&D): Underlying concepts and relationships in R&D The management cycle in R&D Typical tasks in R&D Importance of R&D within the business system

Human resources management: Underlying concepts and relationships in human resources management The management cycle in human resources management Typical tasks in human resources management Importance of human resources management within the business system

Investment and financing: Underlying concepts and relationships in investment and financing The management cycle in investment and financing Typical tasks in investment and financing Importance of investment and financing within the business system

Accounting and controlling: Underlying concepts and relationships in accounting and controlling The management cycle in accounting and controlling Typical tasks in accounting and controlling Importance of accounting and controlling within the business system


Schermerhorn, J. R. (2009). Management, 10th ed., Hoboken: Wiley. Douglas, A. (2012). Business Administration, 4th ed., Dublin: Gill & Macmillan. Daft, R., Kendrick, M. & Vershinina, N. (2010). Management, 4th ed., Hampshire: Cengage.

Further reading: Grochla, E. et al. (eds.) (1990). Handbook of German Business Management, Stuttgart et al.: Poeschel. Wöhe, G. & Döring, U. (2013). Einführung in die Allgemeine Betriebswirtschaftslehre, 25th ed., München:

Vahlen. Special aspects The sub-module starts at the beginning of the semester.


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Financial Accounting and Reporting Course Business Administration (English) EA-I002


Type mandatory Tuition: 80 Language EN

Length (sem.) 2 Self-study: 130

Sub-modules

Financial Accounting 1

Financial Accounting 2

Introduction to Balance Sheet Analysis and Accounting Policies

Examination WE 120





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Financial Accounting 1 ECTS 2 Total workload (hrs) 60


Semester no. 1 Self-study: 30 Content Introduction to accounting:

Sub-domains of accounting Tasks of financial accounting

Principles of financial accounting Basic statutory principles Concepts: stock-taking, inventory and balance sheet Basics of proper accounting and balance sheet reporting Impact of business transactions on the balance sheet

Techniques of financial accounting: Account opening and booking techniques Bookings in business operations Bookings at year-end

Annual financial statements: Structure of the annual financial statements Steps in the preparation of annual financial statements

Reading

Essential reading: Harrison, W. T. et al. (2013). Financial Accounting: International Financial Reporting Standards, 9th ed.,

Harlow: Prentice Hall. Weygandt, J. J., Kimmel, P. D. & Kieso, D. E. (2012). Financial Accounting: IFRS Edition, 2nd ed., Hoboken:

Wiley. Further reading:

Coenenberg, A.G. (2012). Einführung in das Rechnungswesen, 4th ed., Stuttgart: Schäffer-Poeschel. Wiley-VCH (eds.). International Financial Reporting Standards (IFRS) 2014 [Deutsch-Englische

Textausgabe der von der EU gebilligten Standards. English & German edition]. Hoboken: Wiley. Special aspects The sub-module includes assignments on booking techniques. It is taught in the second half of the semester.


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Financial Accounting 2 ECTS 3 Total workload (hrs) 90


Semester no. 2 Self-study: 60 Content Basic concepts of balance sheet reporting:

Structure of a balance sheet Components of annual financial statements

Basic statutory principles of annual financial statements: Legal sources Basics of proper balance sheet reporting Principle of determinacy

Commercial and tax balance sheets: Basic valuation principles Reporting and valuing assets Reporting and valuing equity and liabilities Basics of the income statement Cost of production and cost of sales methods in the income statement Drawing up the income statement in accordance with the cost of production and cost of sales methods Drawing up a commercial and a tax balance sheet in accordance with the German Commercial Code (HGB)

International accounting and reporting standards: Basics of IFRS and US-GAAP Annual financial statements in accordance with IFRS Comparing IFRS and the HGB

Reading

Essential reading: Harrison, W. T. et al. (2013). Financial Accounting: International Financial Reporting Standards, 9th ed.,

Harlow: Prentice Hall. Weygandt, J. J., Kimmel, P. D. & Kieso, D. E. (2012). Financial Accounting: IFRS Edition, 2nd ed., Hoboken:


Coenenberg, A.G. (2012). Einführung in das Rechnungswesen, 4th ed., Stuttgart: Schäffer-Poeschel. Wiley-VCH (eds.). International Financial Reporting Standards (IFRS) 2014 [Deutsch-Englische

Textausgabe der von der EU gebilligten Standards. English & German edition]. Hoboken: Wiley. Special aspects The sub-module is taught in the first half of the semester.


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Introduction to Balance Sheet Analysis and Accounting Policies ECTS 2 Total workload (hrs) 60


Semester no. 2 Self-study: 40 Content Objectives of balance sheet analysis and accounting policies:

Desired knowledge outcomes Audience Limitations

Balance sheet analysis: Drafting and preparing a structural balance sheet Analysing a balance sheet in terms of managerial finance Analysing a balance sheet in terms of profit and loss Analysing a balance sheet in terms of strategy

Accounting policies: Objectives of accounting policies Tools used in accounting policies

Reading

Essential reading: Pennman, S. H. (2012). Financial Statement Analysis and Security Valuation, 5th ed., Boston: Mcgraw-Hill. Fridson, M. S.& Alvarez, F. (2011). Financial Statement Analysis: A Practitioner's Guide, 4th ed., Hoboken:


Harrison, W. T. et al. (2013). Financial Accounting: International Financial Reporting Standards, 9th ed., Harlow: Prentice Hall.

Wiley-VCH (eds.). International Financial Reporting Standards (IFRS) 2014 [Deutsch-Englische Textausgabe der von der EU gebilligten Standards. English & German edition]. Hoboken: Wiley.

Coenenberg, A.G., Haller, H. & Schultze, W. (2012). Jahresabschluss und Jahresabschlussanalyse, 22nd ed., Stuttgart: Schäffer-Poeschel.

Special aspects The sub-module is taught after the “Financial Accounting 2” sub-module.


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Quantitative Methods for Economists 1 Course Business Administration (English) EA-I003


Type Mandatory Tuition: 60 Language EN

Length (semesters) 1 Self-study: 90

Sub-modules

Mathematics for Economists 1

Statistics 1 (Descriptive Statistics)

Examination WE 90



Special aspects If required, and in consultation with the Head of Studies, tutorials accompanying the lectures may be offered at the place of study.


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Mathematics for Economists 1 ECTS 3 Total workload (hrs) 90


Semester no. 1 Self-study: 54 Content Basic principles: number ranges, natural, whole, rational, real numbers Functions, graphs and charts:

Polynomials Rational functions Exponential functions and logarithms

Elementary combinatorics Sequences and series:

Total formulae Limits Infinite series

Calculating interest, annuities and repayment Differential calculus:

Slopes, derivatives, tangents Continuous functions Rates of change, limits Curve sketching, extreme value exercises Totals, products, quotients, chain rule Exponential and logarithmic functions Application in economics

Reading

Essential reading: Sydsaeter, K., Hammond, P. J. & Strom, A. (2012). Essential Mathematics for Economic Analysis, Harlow:

Pearson. Barnett, R. A., Ziegler, M. R. & Byleen, K. E. (2013). College Mathematics for Business, Economics, Life

Sciences and Social Sciences. Harlow: Pearson. Further reading:

Chiang, A. C. & Wainwright, K. (2005). Fundamental Methods of Mathematical Economics, 4th ed., Boston: McGraw-Hill.

Simon, C. P. & Blume, L. (1994). Mathematics for Economists, New York: Norton. Steiner, B. (1999). Mastering Financial Calculations: A Step-by-step Guide to the Mathematics of Financial

Markets, Harlow: Pearson. Special aspects Each mathematical method is introduced and practised using problems and applications from the field of economics.


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Statistics 1 (Descriptive Statistics) ECTS 2 Total workload (hrs) 60


Semester no. 1 Self-study: 36 Content Basic principles of descriptive statistics:

Relevance of statistics for the economic sciences. Statistical population, attribute holders, attributes, field research, desk research, exhaustive surveys, sample

surveys, scaling methods, data validity Empirical research and statistics

One-dimensional data: Absolute and relative frequencies, absolute cumulative and relative cumulative frequencies Graphical forms of representation (including bar charts, empirical distribution function) Location and dispersion parameters

Dependency analysis: Simple linear regression: method of least squares, coefficient of determination Correlation calculation (Bravais-Pearson correlation coefficient, Spearman correlation coefficient,

contingency coefficient, adjusted contingency coefficient) Calculating indices:

Price and volume indices (Laspeyres, Paasche) Value indices

Reading

Essential reading: Lewis, M. (2011). Applied Statistics For Economists, New York: Routledge. Cortinhas, C. & Black, K. (2012). Statistics for Business and Economics, Wiley.

Further reading: Sharpe, N. D., De Veaux, R. D. & Velleman, P. (2011). Business Statistics, 2nd ed., Harlow: Pearson. Donnelly, R. D. (2012). Business Statistics, Harlow: Pearson.

Special aspects Each statistical method is introduced using problems and applications from the field of economics and practised using suitable tools.


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Key Skills Course Business Administration (English) EA-I005

ECTS 6 Total workload (hrs)

180 Module supervisor tba



Sub-modules

Presentation and Facilitation

Principles of Scientific Writing (1 to 3)


Project Management

Examination Presentation and project work


Useful prior knowledge In-depth knowledge of text editing and presentation software (e.g. Microsoft Word and Microsoft Power Point)

Special aspects

For teaching-related reasons, the “Principles of Scientific Writing” sub-module is spread over three semesters. Among other things, it helps to develop students’ ability to complete scientific assignments systematically in accordance with their level of studies.


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Presentation and Facilitation ECTS 1 Total workload (hrs) 30


Semester no. 1 Self-study: 10 Content Basic principles:

Importance of convincing presentations Presentation media Organising a presentation project What makes an effective presentation

Preparing a presentation: Isolating topics Target group focus of the presentation Structuring content Selecting media

Visualising situations and concepts: Theoretical principles Initial considerations Implementation Visualisation software

Giving a presentation: Preparation and environment Verbal expression Non-verbal expression

Moderation: Role and tasks of the moderator Basics of moderation technique Moderation tools Questioning techniques

Reading

Essential reading: Seifert, J. W. (2012). Visualisation – Presentation – Facilitation, Offenbach: Gabal. Duarte, N. (2008). Slide:ology: The Art and Science of Creating Great Presentations, Sebastopol: O’Reilly. Hunter, D. (2009). The Art of Facilitation: The Essentials for Leading Great Meetings and Creating Group

Synergy, Hoboken: Wiley. Further reading:

Reynolds, G. (2012). Presentation ZEN. Simple Ideas on Presentation Design and Delivery, 2nd ed., Berkeley: New Riders.

Tufte, E. R. (2001). The Visual Display of Quantitative Information, Cheshire: Graphics Press. Tufte, E. R. (2006). The Cognitive Style of Power Point. Pitching Out Corrupts Within, 2nd ed., Cheshire:

Graphics Press. Special aspects The students give a presentation and receive feedback on its quality from their lecturer. Business administration matters are illustrated in assignments.


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Principles of Scientific Writing (1 to 3) ECTS 3 Total workload (hrs) 90


Semester no. 1-3 Self-study: 46 Content Introduction:

Importance of scientific writing Principles of scientific writing Basics of scientific theory

Writing an scientific paper: Topic and research question Structure Formal requirements Citations Writing style Tools for writing an scientific paper

Working with scientific literature: Researching scientific literature Evaluating scientific literature Citability of literature Managing literature Writing a bibliography

Methods of field and desk research Self-organisation and time management Reading

Essential reading: Bailey, S. (2011). Academic Writing: A Handbook for International Students, 3rd ed., New York: Routledge. Turabian, K. L. (2013). Manual for Writers of Research Papers, Theses, and Dissertations, 8th ed., Chicago:

University of Chicago Press. Further reading:

Gauch, H. R. (2012). Scientific Method in Brief. Cambridge: Cambridge University Press. Skern, T. (2011).Writing Scientific English. A Workbook, 2nd ed., Stuttgart: UTB. Day, R. A. & Gastel, B. (2011). How to Write and Publish a Scientific Paper, 7th ed., Santa Barbara:

Greenwood. Special aspects Students practise individual aspects of scientific writing and get feedback from their lecturer on the quality of the assignments completed. The sub-module is spread over three semesters so that students can also continuously develop their knowledge from the second semester onwards by means of an assisted analysis of their mistakes in their own written papers from the previous term. (Distribution of workload between tuition and self-study: 20/10 in the first semester, 12/18 in the second semester and 12/18 in the third semester.)


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Semester no. 2 Self-study: 6 Content Introduction:

Importance of systemic thinking Information on the simulation exercise Division into teams

Running the simulation exercise: Teams work through decisions independently over several stages Players analyse their findings from each stage to form the basis for new decisions

Accompanying assessments by the exercise leader and discussion of the results achieved by the teams Final discussion and final report Reading

Essential reading: LEARN! user manual.

Further reading: Dorner, D. (1997). The Logic of Failure: Recognizing and Avoiding Error in Complex Situations: Recognizing

and Avoiding Error in Complex Situations, New York: Basic Books. Sterman, J. (2000). Business Dynamics. Systems Thinking & Modeling for a Complex World, Boston:

Irwin/McGraw-Hill. Special aspects In the form of a role play, the simulation exercise simulates supervisory board meetings in which students must justify the results achieved by their company for individual financial years. At the end of the simulation exercise game, the students must present their results to the whole group in a mock annual general meeting and must write a strategy paper after the class on their chosen business strategy.


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Project Management ECTS 1 Total workload (hrs) 30


Semester no. 3 Self-study: 10 Content Basics of project management

Definition and types of project The need for project management Phases of a project Process models Project risks

Project preparation: Project selection Project leadership Project team Project environment Use of IT

Project planning: Project structuring/project structure plan Estimating required outlay Workflow planning Scheduling Capacity planning Budgeting

Implementation: Project execution Project steering Project communication Project monitoring Project reporting

Project completion Reading

Essential reading: Kerzner, H. (2013). Project Management. A Systems Approach to Planning, Scheduling and Controlling,

11th ed., Hoboken: Wiley. Project Management Institute (ed.) (2013). A Guide to the Project Management Body of Knowledge

[PMBOK Guide], 5th ed., Newton Square: Project Management Institute. Further reading:

Cleland, D. & Gareis, R. (2006). Global Project Management Handbook. Planning, Organizing and Controlling International Projects, 2nd ed., New York: McGraw-Hill.

Campbell, G. M. (2009). Communication Skills for Project Manager, New York: AMACOM. De Marco, T. (1998). The Deadline. A Novel About Project Management, New York: Dorset House

Publishing. Special aspects Alongside their lectures, students work on and document a project of their choosing related to their professional environment. To do this, they use a predefined procedural model focused on during the lecture, e.g. PRINCE2. They are required to draw up a project schedule for the dissertation to be written in the fourth semester.


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Marketing Course Business Administration (English) EA-I007




Sub-modules

Introduction to Marketing

Case Studies and Applications for Selected Aspects of Marketing

Examination Case study or WE 90

Participation requirements “Principles of Business Administration” module

Useful prior knowledge Practical knowledge from the field of marketing



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Introduction to Marketing ECTS 3 Total workload (hrs) 90


Semester no. 2 Self-study: 60 Content Basics of marketing:

Basic conceptual principles Basic principles of behavioural science

Marketing objectives and strategies Market research Marketing mix:

Product policy Pricing and terms policy Distribution policy Communications policy

Organising and controlling marketing Styles of marketing:

Marketing consumer goods Marketing capital goods Marketing services Marketing internationally

Reading

Essential reading: Kotler, P. & Keller, K. L. (2011). Marketing Management, 14th ed., Harlow: Prentice Hall. Keegan, W. J.; M. C. Green (2011). Global marketing, 6th ed., Boston [et al.]: Pearson.

Further reading: Palmer, A. (2012). Introduction to Marketing. Theory and Practice, 3rd ed., Oxford: Oxford University Press. Kerin, R., Hartley & S. Rudelius, W. (2012). Marketing, 11th ed., Boston: McGraw-Hill/Irwin. Burns, A. C. & Bush, R. F. (2013). Marketing Research, 7th ed., Harlow: Prentice Hall.



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Case Studies and Applications for Selected Aspects of Marketing ECTS 2 Total workload (hrs) 60

Type LEC Tuition: 20

Semester no. 2 Self-study: 40 Content

Assignments on sub-areas of marketing Practical case studies based on selected problems from sub-areas of marketing

Reading

Essential reading: Case Studies provided by the lecturer.

Further reading: Cf. essential and further reading given in sub-module “Introduction to Marketing” Roy, K. (2013). Case Studies on Marketing.

Special aspects Students give presentations on selected topics and present their solutions to case studies. In agreement with the lecturers, industry representatives may also be invited to showcase current marketing situations.


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Law 1 Course Business Administration (English) EA-I004



Length (semesters)

2 Self-study: 100

Sub-modules

Basics of Law

Basics of Law of Obligations and Property Law

Examination WE 90





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Basics of Law ECTS 3 Total workload (hrs) 90


Semester no. 1 Self-study: 60

Content Legal system of the Federal Republic of Germany:

Overview of the legal system, the areas of law and legal sources Judicial structure, stages of appeal Basic principles of legal techniques, the style used in legal opinions and judgments Typical cases in administrative and criminal law

German Civil Code – General Section and Law of Obligations 1: Structure and classification of the German Civil Code Legal subjects (natural and legal persons), legal objects Contractual and legal obligations Establishment/content/termination of obligations Abstraction principle Doctrine of legal transactions, in particular the declaration of intent, conclusion of contract, defects in the

legal transaction, deputation, statute of limitations, freedom of contract Overview of the types of contract in the German Civil Code Concept of consumer and entrepreneur with rules governing consumer protection General terms and conditions of business


August, R., Mayer, D. Bixby, M. D. (2012). International Business Law, 6th ed., Harlow: Pearson. Foster, N. & Sule, S. (2012). German Legal System and Laws, 4th ed., Oxford: Oxford University Press. Fischer, H. D. (2013). The German Legal System and Legal Language, 4th ed., London: Routledge-

Cavendish. Robbers, G. (2012). An Introduction to German Law, 5th ed., Heidelberg: Nomos.

Further reading: Schulz, M. & Wasmeier, O. (2012). The Law of Business Organizations: A Concise Overview of German

Corporate Law. Heidelberg et al.: Springer. Wendler, M., Tremml, B. & Buecker, B. J. (2008). Key Aspects of German Business Law: A Practical

Manual, Berlin, Heidelberg: Springer. Wirth, G., Arnold, M., Morshäuser, R. & Greene, M. (2010). Corporate Law in Germany, 2nd ed.,

München: C. H. Beck. Bugg, S. G. & Simon, H. (2009). Langenscheidt Fachwörterbuch Kompakt Recht Englisch, 2nd ed.,

München: Langenscheidt. Special aspects

None


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Basics of Law of Obligations and Property Law ECTS 2 Total workload (hrs) 60



Content Law of Obligations 2:

Law governing defective performance, in particular warranty, default and breach of ancillary obligations Statutory obligations – law of tort/law of unjust enrichment/agency without specific authorisation

Property Law: Overview of property laws Rights and duties of the owner and the possessor Assignment of movable/immovable items Loan collateral, securities in personal and material form


Foster, N. & Sule, S. (2012). German Legal System and Laws, 4th ed., Oxford: Oxford University Press. Fischer, H. D. (2013). The German Legal System and Legal Language, 4th ed., London: Routledge-

Cavendish. Wendler, M., Tremml, B. & Buecker, B. J. (2008). Key Aspects of German Business Law: A Practical

Manual, Berlin, Heidelberg: Springer. Further reading:

Bugg, S. G. & Simon, H. (2009). Langenscheidt Fachwörterbuch Kompakt Recht Englisch, 2nd ed., München: Langenscheidt.

Robbers, G. (2012). An Introduction to German Law, 5th ed., Heidelberg: Nomos. Special aspects

None


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Practice Transfer 1 Course Business Administration (English) EA-I006


Type Mandatory Tuition: 10 Language EN/GER


Sub-modules

Practice Transfer 1

Examination Practice paper

Participation requirements Participation in the “Principles of Scientific Writing” sub-module from the first semester and in the core specialist modules from the first semester; practical work and instruction in a company

Useful prior knowledge Word processing (e.g. MS Word)

Special aspects The students’ practice papers are supported by their placement company with help from lecturers


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Practice Transfer 1 ECTS 5 Total workload (hrs) 150

Type PP+OE Tuition: 10

Semester no. 1 Self-study: 140 Content Managing the drafting of the first practice paper:

Analysing requirements and clarifying objectives Self-organisation and time management

Drafting the first practice paper: Research and analysis Outline and structure Writing and formatting Final editing

Oral examination on the first practice paper Reading

Essential reading: Essential reading on scientific writing in accordance with the “Principles of Scientific Writing” sub-module Essential reading on specific topics as instructed by the lecturer supervising the work and in accordance

with the students’ own research Further reading:

Further reading on scientific writing in accordance with the “Principles of Scientific Writing” sub-module Further reading on specific topics in accordance with the students’ own research

Special aspects Students are given assistance in tutorials with the writing of their practice paper. Although the students are marked on their performance in the practice paper, this does not count towards the final mark.


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Principles of Economics Course Business Administration (English) EA-I009




Sub-modules

Principles of Economics 1 (Microeconomics)

Principles of Economics 2 (Macroeconomics)

National and International Economic Policy

Examination WE 90

Participation requirements “Mathematics for Economics 1” sub-module in the first semester


Special aspects The sub-modules are scheduled so that the module may be completed within six months.


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Principles of Economics 1 (Microeconomics) ECTS 2 Total workload (hrs) 60


Semester no. 2 Self-study: 36 Content Introduction to economic thinking and microeconomics:

Economics as a science Basic concepts

Theory of consumer choice: Preferences and utility functions Maximising a household’s utility

Production-possibility frontier (product transformation curve) Business theory:

Market forms Maximising profit in an environment of perfect competition Oligopolistic and monopolistic markets

Reading

Essential reading: Pindyck, R. S. & Rubinfeld, D. (2013). Microeconomics, 8th ed., Boston: Pearson. Varian, H. A. (2010). Intermediate Microeconomics: A Modern Approach, 8th ed., New York: Norton.

Further reading: Cowen, T. & Tabarrok, A. (2011). Modern Principles: Microeconomics of Economics, 2nd ed., New York:

Worth. Mankiw, N. G. & Taylor, M. P. (2011). Microeconomics, 2nd ed. Stamford: Cengage.

Special aspects The sub-module is taught in the second half of the semester.


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Principles of Economics 2 (Macroeconomics) ECTS 3 Total workload (hrs) 90


Semester no. 3 Self-study: 60 Content Introduction to macroeconomics:

History of economic thought (overview) Basics of macroeconomics and macroeconomic identities

Keynesianism vs. supply-side economics: Demand-side economics Supply-side economics

Goods market and money market: Basic model of the goods market Multiplier effects on the goods market Asset markets (specifically: money market)

IS-LM model Labour market – causes and types of unemployment:

Labour supply and labour demand Causes of unemployment Types of unemployment Macroeconomic labour market

Monetary and fiscal policy in the EU (Ecofin Council and European Central Bank) Reading

Essential reading: Mankiw, N. G. & Taylor, M. P. (2012). Macroeconomics, 8th ed., New York: Worth. Burda, M. & Wyplosz (2012). Macroeconomics: A European Text. Oxford, 6th ed., Oxford University Press.

Further reading: Cowen, T. & Tabarrok, A. (2012). Modern Principles of Economics, 2nd ed., New York: W. H. Freeman. Blanchard, O. (2013). Macroeconomics: A European Perspective, 2nd ed., Harlow: Pearson. Samuelson, P. A. & Nordhaus, W. D. (2001). Macroeconomics, 17th ed., Boston: McGraw-Hill.

Special aspects The sub-module is taught in the first half of the semester.


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National and International Economic Policy ECTS 1 Total workload (hrs) 30


Semester no. 3 Self-study: 18 Content Market failure and economic policy:

External effects Lack of information Public goods

Theoretical approaches in favour of global trade: Absolute cost advantages Comparative cost advantages

Theoretical approaches against world trade: Protective duty argument (Friedrich List) International backwash effects (Gunnar Myrdal)

International economic policy organisations: IMF and World Bank GATT and WTO

Reading

Essential reading: Krugman, P., Obstfeld, M. & Melitz, M. M. (2011). International Economics: Theory & Policy, 9th ed., Harlow:

Prentice Hall. Van Marrewijk, C. (2012). International Economics, 2nd ed., Oxford: Oxford University Press.

Further reading: Reinhart, C. M. & Rogoff, K. A. (2011).This Time is Different: Eight Centuries of Financial Folly. Princeton:

Princeton University Press. Benassy-Quere, A., Coeure, B. & Jacquet, P. (2010). Economic Policy: Theory and Practice. Oxford: Oxford

University Press. Special aspects The sub-module is taught in the first half of the semester.


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Management Accounting and Corporate Finance Course Business Administration (English) EA-I008




Sub-modules

Management Accounting 1

Management Accounting 2

Principles of Finance

Examination WE 120

Participation requirements “Principles of Business Administration” and “Financial Accounting and Reporting” modules

Useful prior knowledge Spreadsheets (e.g. MS Excel)



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Management Accounting 1 ECTS 3 Total workload (hrs) 90


Semester no. 2 Self-study: 54 Content Basics of cost accounting:

Distinguishing between concepts (disbursement vs. deposit; spending vs. earning; expenditure vs. income; costs vs. expenses)

Structuring costs Cost type accounting:

Differentiation by cost determinants Cost type schedule and accounting system Imputed costs Absorption vs. variable costing

Cost centre accounting: Tasks of cost centre accounting Determining operational cost centres Process of cost centre accounting on the cost allocation sheet (primary cost allocation, secondary cost

allocation) Internal cost allocation Process of absorption costing and marginal costing

Cost unit accounting: Cost unit accounting by unit (calculation). Division calculation, mark-up calculation, other calculation

methods. Cost unit accounting by time (statement of earnings). Function, incorporation of changes in inventory, cost

of production method, cost of sales method Cost unit accounting by unit and time in systems of absorption and marginal costing

Other systems of cost accounting and possible applications: Systems of standard costing Activity-based costing Target costing

Reading

Essential reading: Garrison, R., Noreen, E. & Brewer, P. (2011). Managerial Accounting, 14th ed., Boston: McGraw-Hill/Irwin. Kaplan, R. S. et al. (2011). Management Accounting, Harlow: Prenctice Hall.

Further reading: Cunningham, J. E. & Flume, O. (2003). Real Numbers. Management Accounting in a Lean Organization.

Durham: Managing Times Press. Coenenberg, A. G. et al. (2009). Kostenrechnung und Kostenanalyse, 7th ed., Stuttgart: Schäffer-Poeschl.

Special aspects The sub-module is accompanied by practical assignments on management accounting and on calculations using spreadsheet software. The sub-module is taught in the second half of the semester and lays the foundation for the “Management Accounting 2” sub-module, which is taught immediately afterwards in the third semester.


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Management Accounting 2 ECTS 2 Total workload (hrs) 60


Semester no. 3 Self-study: 36 Content Earnings-oriented and potential-oriented management as the fundamental principle of controlling:

Controlling in the system of business planning and management The closed-loop principle as the foundation of controlling The prerequisite of systemic thinking

Components of controlling – strategic and operational controlling: Strategic controlling Operational controlling

Coordinating processes of operational and strategic controlling: Key ratios and indicators Performance pyramids (Lynch/Cross) Balanced scorecards

Reading

Essential reading: Garrison, R., Noreen, E. & Brewer, P. (2011). Managerial Accounting, 14th ed., Boston: McGraw-Hill/Irwin. Kaplan, R. S. et al. (2011). Management Accounting. Harlow: Prenctice Hall.

Further reading: Horváth, P. (2011). Controlling, 12th ed., München: Vahlen. Cunningham, J. E. & Flume, O. (2003). Real Numbers. Management Accounting in a Lean Organization.

Durham: Managing Times Press. Special aspects The sub-module is taught in the first half of the semester, immediately following the “Management Accounting 1” sub-module.


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Principles of Finance ECTS 2 Total workload (hrs) 60


Semester no. 3 Self-study: 36 Content Basic principles of financial management:

Tasks in financial management Forms of financing Objectives of financial management Investment and financial planning

Basic principles of investment: Types of investment Investment concepts

Using investment accounting to evaluate capital spending and financial investments: Static investment accounting Dynamic investment accounting Investment accounting in the event of uncertainty Company valuation

Basic principles of financing: Equity financing Debt financing Internal financing Basel II, Basel III and ratings

Analysing a company from a financial management perspective: Key financial management ratios Profit/loss analysis Short- and long-term liquidity analysis

Reading

Essential reading: Brealey, R. A., Myers, S. C. & Allen, F. (2010). Principles of Corporate Finance. Global Edition, 10th ed.,

Boston: McGraw-Hill. Hiller, D., Ross, S. A., Jaffe, J. & Jordan, B. (2013). Corporate Finance, 2nd European ed., Boston: McGraw-

Hill. Further reading:

Berk, J., DeMarzo, P. (2013). Corporate Finance, 3rd ed., Harlow: Pearson. Bernstein, P. L. (2005). Capital Ideas: The Improbable Origins of Modern Wall Street. Hoboken: John Wiley.

Special aspects The sub-module is taught in the first half of the semester.


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Sub-module

Practice Transfer 2


Participation requirements Participation in the “Principles of Scientific Writing” sub-module from the first two semesters and in the core specialist modules from the first and second semester; practical work and instruction in a company

Useful prior knowledge Extensive knowledge of word processing (e.g. MS Word)



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Semester no. 2 Self-study: 140 Content Managing the drafting of the second practice paper:


Drafting the second practice paper: Research and analysis Outline and structure Writing and formatting Final editing

Oral examination on the second practice paper Reading






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Quantitative Methods for Economists 2 Course Business Administration (English) EA-I011




Sub-module

Mathematics for Economists 2

Statistics 2 (Probability Theory and Inferential Statistics)

Examination WE 90

Participation requirements “Quantitative Methods for Economists 1” module


Special aspects If required, and in consultation with the Director of Studies, tutorials accompanying the lectures may be offered at the place of study.


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Mathematics for Economists 2 ECTS 2 Total workload (hrs) 60


Semester no. 3 Self-study: 36 Content Matrices and determinants:

System of linear equations Matrix operations Gaussian elimination Determinants Inverse of a matrix Cramer’s rule Application in economics

Linear optimisation/programming: Basic principles Simplex method Application in economics

Integral calculus: Surfaces and definite integrals Indefinite integrals Integration by substitution Integration by parts Application in economics

Reading

Essential reading: Sydsaeter, K., Hammond, P. J. & Strom, A. (2012). Essential Mathematics for Economic Analysis. Harlow:

Pearson. Barnett, R. A., Ziegler, M. R. & Byleen, K. E. (2013). College Mathematics for Business, Economics, Life

Sciences and Social Sciences. Harlow: Pearson. Further reading:

Chiang, A. C. & Wainwright, K. (2005). Fundamental Methods of Mathematical Economics, 4th. ed., Boston: McGraw-Hill.

Simon, C. P. & Blume, L. (1994). Mathematics for Economists. New York: Norton. Special aspects Each mathematical concept and method is described using issues and applications from the field of economics and applied in assignments with the aid of tools such as spreadsheets.


10-07-2014 50

Statistics 2 (Probability Theory and Inferential Statistics) ECTS 3 Total workload (hrs) 90


Semester no. 3 Self-study: 54 Content Introduction to probability theory:

Basic concepts: random experiment, elementary event, sample space Linking events: union, intersection and complement of events Probability function and theoretical distribution theory, expected value and variance

Discrete and continuous random variables: Discrete probability distribution: uniform distribution, binomial distribution, Poisson distribution, geometric

distribution Continuous probability distribution: continuous uniform distribution, normal distribution

Inductive statistics: Basic concepts and applications Estimating: sampling variable, estimator, method of least squares Testing: hypotheses, chi-squared test, t-test Designing, conducting and analysing surveys, e.g. in market research

Reading

Essential reading: Spanos, A. (1999). Probability Theory and Statistical Inference: Econometric Modeling with Observational

Data. Cambridge: Cambridge University Press. Lewis, M. (2011). Applied Statistics For Economists. New York: Routledge.

Further reading: Lewis, M. (2011). Applied Statistics For Economists. New York: Routledge. Cortinhas, C. & Black, K. (2012). Statistics for Business and Economics. Wiley. Sharpe, N. D., De Veaux, R. D., Velleman, P. (2011). Business Statistics, 2nd ed., Harlow: Pearson. Donnelly, R. D. (2012). Business Statistics. Harlow: Pearson.

Special aspects Each statistical concept and method is described using issues and applications from the field of economics and applied in assignments with the aid of tools such as spreadsheets.


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Principles of Informatics Course Business Administration (English) EA-I012




Sub-modules

Informatics

Database Systems

Examination Project work





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Informatics ECTS 3 Total workload (hrs) 90


Semester no. 3 Self-study: 54 Content Introduction to informatics and business informatics:

Informatics and business informatics in the context of the sciences Classes of computer and their use within a company Computer architectures Interaction between components in a computer architecture Network components User interfaces and their configuration

Data and information: Information systems (basic principles) Use of information systems in companies Importance of information systems for a company's strategy and its management Application systems used to support business processes Architectural components of information and application systems

Planning, development and operation of information systems: Needs assessment Information systems modelling (data view and functional view; description of requirements, requirements

specification document and technical specification document; use case) IS projects: planning, selection, commissioning/implementation, acceptance and testing, project

management, process models Operation and IT service management Total cost of ownership

IT organisation Reading

Essential reading: Stair, R. M. (2013), Information Systems, 11th Revised edition, South-Western College Publishing.

Further reading: Brookshear, J. G. (2011), Computer Science: An Overview, Addison Wesley.

Special aspects The “Informatics” sub-module is taught in the second half of the semester.


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Database Systems ECTS 2 Total workload (hrs) 60


Semester no. 4 Self-study: 36 Content Introduction to database systems:

Database models (relational, object-relational, object-oriented, etc.) Conceptual modelling using UML class diagrams

Relational model: Database schemas Relationships (1:1, 1:n, n:m) Modelling using the entity-relationship model Relational algebra: selection, projection, union, cross product, join

Database queries with SQL: SELECT queries Referential integrity

Areas of application for database management systems: Operational data storage Data warehouses

Overview of key relational database management systems Reading

Essential reading: Elmasri, R. A. & Navathe, S.B. (2013). Database Systems, 6th edition, Prentice Hall.

Further reading: Sadalage, P. J., Fowler, M. (2012). NoSQL Distilled: A brief Guide to the Emerging World of Polyglot

Persistence, Addison Wesley. Hurwitz, J. et al (2013). Big Data For Dummies, John Wiley & Sons.

Special aspects Students apply their knowledge when setting up a database system for a practice case. The “Database Systems” sub-module is taught in the first half of the semester.


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Practice Transfer 3 Course Business Administration (English) AE-I013




Sub-module

Practice Transfer 3


Participation requirements Participation in the “Principles of Scientific Writing” sub-module and in the core specialist modules from the first, second and third semester; practical work and instruction in a company

Useful prior knowledge Advanced knowledge of word processing (e.g. MS Word)



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Semester no. 3 Self-study: 140 Content Managing the drafting of the third practice paper:


Drafting the third practice paper: Research and analysis Outline and structure Writing and formatting Final editing

Oral examination on the third practice paper Reading






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Language Skills Course Business Administration (English) EA-I014

ECTS 5 Total workload (hrs) 150 Module

supervisor tba

Type Mandatory Tuition: 120 Language English/German/Russian/Spanish Length

(semesters) 4 Self-study: 30

Sub-modules

Language Skills 1

Language Skills 2

Business Language 1

Business Language 2

Examination Oral examination

Participation requirements -

Useful prior knowledge -

Special aspects

Students can choose between English, German as a foreign language, Russian or Spanish. The module focuses on joint working in small groups and on individual and independent research to prepare a topic in the chosen language using a variety of available media (e.g. Internet, books, smartphones), followed by a presentation. The way in which the sub-modules are arranged in semesters 3 to 6 not only ensures that students are constantly engaged with the chosen language, but also encourages sustainable learning processes. Upon completion of the module-alternative English and Business English, students are able to successfully complete the “Cambridge BEC” or “TOEFL” tests at level C1. If the chosen language is not English, students are able to successfully complete level A1 of the Common European Framework of Reference (CEFR) in their chosen language.


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Language Skills 1 ECTS 1 Total workload (hrs) 30



Building on basic grammar: Expanding active vocabulary and knowledge of expressions Expanding passive vocabulary Dealing with:

Notes and messages encountered during day-to-day work Everyday correspondence


Tba; depends on the chosen language and is given within the respective class. Further reading:

Tba; depends on the chosen language and is given within the respective class. Hornby, A. S. (2010). Oxford Advanced Learners Dictionary, 8th ed., Berlin: Cornelsen. Murphy, R. (2004). English Grammar in Use. A Self-study Reference and Practice Book for Intermediate

Students of English. With answers, 3rd ed., Cambridge: Cambridge University Press. Wood, I. & Williams, A. (2012). Pass Cambridge BEC Vantage – Student’s Book. München: Langenscheidt. E.g. “Business Spotlight” magazine as well as topical newspaper articles in the chosen language.

Special aspects Students are constantly updated of their progress and current level of performance by means of unmarked oral and written tests.


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Language Skills 2 ECTS 1 Total workload (hrs) 30


Semester no. 4 Self-study: 6 Content Further basic (English: advanced) grammar: Expanding active vocabulary and knowledge of expressions through:

Debates Role-plays

Expanding passive vocabulary Improving reading comprehension by reading and understanding: Dealing with:

Notes and messages encountered during day-to-day work Further complex routine correspondence relating in particular to goods and services



Tba; depends on the chosen language and is given within the respective class. Hornby, A. S. (2010). Oxford Advanced Learners Dictionary, 8th ed., Berlin: Cornelsen. Murphy, R. (2004). English Grammar in Use. A Self-study Reference and Practice Book for Intermediate

Students of English. With answers, 3rd ed., Cambridge: Cambridge University Press. Wood, I. & Williams, A. (2012). Pass Cambridge BEC Vantage – Student’s Book. München: Langenscheidt. E.g. “Business Spotlight” magazine as well as topical newspaper articles in the chosen language.



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Business Language 1 ECTS 1 Total workload (hrs) 30



Business correspondence Reports and specialist literature Communication and active discussion in meetings and seminars Expanding active and passive vocabulary Working with texts which use a basic (English: a further advanced) vocabulary Working with and presenting a range of different texts and preparing presentations Drafting various types of basic documents Routine correspondence relating in particular to goods and services



Tba; depends on the chosen language and is given within the respective class. Hornby, A. S. (2010). Oxford Advanced Learners Dictionary, 8th ed., Berlin: Cornelsen. Wood, I. & Williams, A. (2012). Pass Cambridge BEC Higher – Student’s Book. München: Langenscheidt. E.g. “Business Spotlight” magazine as well as topical newspaper articles in the chosen language.



10-07-2014 60

Business Language 2 ECTS 2 Total workload (hrs) 60



Communication and active discussion in meetings and seminars Expanding passive and active vocabulary Working with texts which use a more advanced vocabulary Working with and presenting a range of different texts and preparing presentations Drafting of more complex documents as well



Tba; depends on the chosen language and is given within the respective class. Hornby, A. S. (2010). Oxford Advanced Learners Dictionary, 8th ed., Berlin: Cornelsen. Wood, I. & Williams, A. (2012). Pass Cambridge BEC Higher – Student’s Book. München: Langenscheidt. E.g. “Business Spotlight” magazine as well as topical newspaper articles in the chosen language.



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Leadership Skills Course Business Administration (English) EA-I015


Type Mandatory Tuition: 68 Language EN Length (semesters) 3 Self-study: 82

Sub-module

Rhetoric and Communication

Business Ethics

Entrepreneurship

Examination Presentation and project work

Participation requirements “Principles of Business Administration” and “Key Skills” modules

Useful prior knowledge Basic knowledge of philosophy, in particular ethics

Special aspects The sub-modules are scheduled so that the module may be completed within 12 months (equal to the length of two semesters).


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Rhetoric and Communication ECTS 1 Total workload (hrs) 30


Semester no. 4 Self-study: 10 Content Basic principles of communication:

Models of communication (overview) Principles of communication Styles of communication

Communication square (Schulz von Thun): The matter layer The self-revealing layer The relationship layer The appeal layer

Communication techniques: Discussion techniques/reasoning techniques/manipulation techniques Questioning techniques Discussion and moderation techniques (area of specialisation) Feedback rules

Verbal and non-verbal communication: Speaking style Speaking technique Body language

Conflict management Reading

Essential reading: Becker, E. (2009). Mastering Communication at Work: How to Lead, Manage, and Influence. Boston:

McGraw-Hill. McKay, M. Davis, M. & Fanning, P. (2009). Messages: The Communication Skills Book, 3rd ed., Oakland:

New Harbinger. Further reading:

Schopenhauer, A. (2008). The Art of Being Right: 38 Ways to Win an Argument. [1st German ed. 1830/31]. Slough: Dodo Press.

Schulz von Thun, F. (2010). Miteinander reden [1 bis 3], 48., 32. und 20. Aufl., Reinbek bei Hamburg: rororo.

Watzlawick, P. (2008). Situation is Hopeless, But Not Serious: The Pursuit of Unhappiness: New York: Norton & Companay.

Special aspects Ungraded sub-module: Students use case studies reflecting economic activity to practice what they have learnt from the sub-module. Teaching staff provide feedback regarding the quality of students’ contributions to debates, their presentations, moderation activities and the role they adopt within the group. The sub-module is taught in the second half of the semester.


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Business Ethics ECTS 2 Total workload (hrs) 60

Type SE Tuition: 24

Semester no. 5 Self-study: 36 Content Basic principles of business ethics:

Topicality and relevance of issues relating to business ethics Purpose of business ethics Evolution of ethics (overview) Business ethics and corporate governance Key ethical concepts

Fundamental problems of business ethics: Problem of justifying business ethics Problem of applying business ethics Relationship between ethics and economics Evaluation criteria Ethical ambivalence

Implementing ethical principles: Binding regulations Incentive systems

Case studies on applied business ethics: Balance sheet fraud Corruption Insider trading Environmental pollution Remuneration of managerial staff Human resources management

Reading

Essential reading: Fisher, C. M., Lovell, A. & Valero-Silva, N. (2012). Business Ethics and Values. Individual, Corporate and

International Perspectives, 4th ed., Harlow: Pearson Education. Nielsen, R. P. (1996). The Politics Of Ethics: Methods for Acting, Learning, and Sometimes Fighting With

Others in Addressing Problems in Organizational Life. Oxford: Oxford University Press. Further reading:

Brenkert, G. G. & Beauchamp, T. L. (Hrsg.) (2012). The Oxford Handbook of Business Ethics, 2nd ed., New York: Oxford University Press.

Crane, A. & Matten, D. (2010). Business Ethics: Managing Corporate Citizenship and Sustainability in the Age of Globalization, 3rd ed., New York: Oxford University Press.

Ferrell, O. C., Fraedrich, J. & Ferrell, L. (2014). Business Ethics: Ethical Decision Making & Cases, 10th ed., Hampshire: Cengage.

Special aspects As part of their preparations for an oral presentation, students take a more in-depth look at one aspect of the issues relating to business ethics and submit their findings for discussion. The oral presentation will also count as evidence of a student’s work for the module. Students also undertake case studies to actively address problems related to business ethics.


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Entrepreneurship ECTS 2 Total workload (hrs) 60



Introduction to business formation Reasons for setting up a business Empirical analysis of business formations Entrepreneurship and intrapreneurship

Business idea, model and strategy: Development Analysis Implementation

Business plan: Types Development Structure Presentation

Start-up financing: Types of financing Stages of financing

Legal aspects: Choice of legal form Liability Formalities of setting up a business Fundamental principles of employment law

Entrepreneurial marketing Monitoring success Reading

Essential reading: Hisrich, R. D., Peters, M. P. & Shepherd, D. A. (2010). Entrepreneurship, 8th ed., New York: McGraw-

Hill/Irwin. Bygrave, W. D. & Zacharkakis, A. (2010). Entrepreneurship. Hoboken: Wiley.

Further reading: Ries, E. (2011). The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create

Radically Successful Businesses. New York: Crown. Special aspects Students develop their own ideas for setting up a business and work on a project drawing up a business plan. This project work will also count as evidence of a student’s work for the module. The sub-module is taught during the first half of the semester.


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Organisation and Management Course Business Administration (English) EA-I016




Sub-module

Corporate Organisation and Management

Human Resources Management

Examination WE 90

Participation requirements “Principles of Business Administration” module




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Corporate Organisation and Management ECTS 3 Total workload (hrs) 90


Semester no. 4 Self-study: 60 Content Basic principles Company management:

Notion of company management Management theories Duties involved in managing a company

Basic principles of organisational theory: Organisation as a tool of company management Selected organisational theory approaches

Core activities of organisational design: Arranging design features relating to the company’s organisational structure The organisation’s process orientation

Change management Reading

Essential reading: Jones, G. R. (2012). Organizational Theory, Design, and Change, 7th ed., Harlow: Prentice Hall. Burton, M., Obel, B. & DeSanctis, G. (2011). Organizational Design: A Step-by-Step Approach, 2nd ed.,

Cambridge: Cambridge University Press. Further reading:

Robert, J. (2004). The Modern Firm: Organizational Design for Performance and Growth. Oxford: Oxford University Press.

Daft, R. L. (2012). Organization Theory & Design. Stamford: South Western. Special aspects The sub-module is accompanied by practical assignments and case study work carried out in groups. The sub-module is taught in the second half of the semester.


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Human Resources Management ECTS 2 Total workload (hrs) 60


Semester no. 5 Self-study: 40 Content Concept of management Management theories and models:

Personalistic approaches Behavioural approaches Contingency approaches Constructivist approaches

Management success: Criteria Impact assessment

Management methods: Management principles Management concepts Management tools

Reading

Essential reading: Ivancevich, J. & Konopaske, R. (2012). Human Resource Management, 12th ed., Boston: McGraw-Hill/Irwin. Mathis, R. L. & Jackson, J. H. (2010), 13th ed., Stamford: South Western.

Further reading: Dessler, G. (2012). Human Resource Management, 13th ed., Harlow: Prentice Hall. Boxall, P. (Ed.) (2008). The Oxford Handbook of Human Resource Management. Oxford: Oxford University

Press. Special aspects The sub-module is taught in the first half of the semester.


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Intermediate Project Course Business Administration (English) EA-I018




Sub-module

Intermediate Project

Examination Oral examination and presentation

Participation requirements Modules of the first three semesters




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Intermediate Project ECTS 10 Total workload (hrs) 300

Type IP+PRES Tuition: 10

Semester no. 4 Self-study: 290 Content Drafting of a written student research paper on a topic area covered in the modules studied in the previous semesters. The topic area is specified by the head of department together with the placement company. Project stages:

Defining the topic Structure Literature research Practical transfer Synthesis (theory/practice) Presentation

Oral presentation on the preparation of the intermediate project and a discussion on the project Reading

Essential reading: Essential reading on scientific writing in accordance with the “Principles of Scientific Writing” sub-module Essential reading on specific topics in accordance with information from students’ own research

Further reading: Further reading on scientific writing in accordance with the “Principles of Scientific Writing” sub-module Further reading on specific topics in accordance with the students’ own research

Special aspects The intermediate project is carried out in close consultation with the placement company. The students’ ability to implement what they have learned is documented in a research paper on a practical problem related to the subject of study. The research paper is written by the students themselves, taking account of their theoretical knowledge.


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Law 2 Course Business Administration (English) EA-I017




Sub-module

International Commercial Law

Examination WE 90

Participation requirements “Law 1” and “Marketing” modules

Useful prior knowledge Knowledge acquired from business activities carried out in the areas of human resources management and marketing



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International Commercial Law ECTS 5 Total workload (hrs) 150



Content Commercial law:

The concept of mercantile trader and the right to a company name Commercial register and the effect of entries International commercial practices and transactions, in particular mercantile sale and commission business Power of agency of the mercantile trader, in particular power of procuration, mercantile power of agency,

authority of sales assistants Company law:

Types of company Basic principles of international company law Partnerships: civil law partnership, general commercial partnership, limited partnership Corporations: limited liability company

Employment law: Parties to an employment relationship, in particular the concept of the employee Legal framework – laws, collective wage agreement, internal company agreement, contract of employment Overview of employee participation in company decisions and corporate co-determination Particular forms of employment relationship – part-time, fixed-term, temporary agency work, training Disruptions in the employment relationship, in particular the continued payment of wages and the liability of

the parties involved Termination of the employment relationship, in particular legislation protecting against unfair dismissal

The Act against Unfair Competition (UWG): Overview of competition law Blanket clause, Section 3 UWG Statutory definition of unfair competition, Sections 4 to 7 UWG Legal protection, Section 8 et seq. UWG


Wendler, M., Tremml, B. & Buecker, B. J. (2008). Key Aspects of German Business Law: A Practical Manual. Berlin, Heidelberg: Springer.

Schulz, M. & Wasmeier, O. (2012). The Law of Business Organizations: A Concise Overview of German Corporate Law. Heidelberg et al.: Springer.

Further reading: Kircher, J., Kremp, P. R. & Magotsch, M. (eds.) (2010). Key Aspects of German Employment and Labour

Law. Berlin, Heidelberg: Springer. Wirth, G., Arnold, M., Morshäuser, R. & Greene, M. (2010). Corporate Law in Germany, 2nd ed., München:

C. H. Beck. Special aspects

The commercial law classes should comprise around 12 teaching units, the classes on company law 14 teaching units, employment law 15 teaching units and the Act against Unfair Competition 9 teaching units.


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International Aspects of Corporate Management Course Business Administration (English) EA-I019




Sub-module

International Management

Intercultural Competence

Examination WE 60 and presentation

Participation requirements “Organisation and Management” module as well as the “Presentation and Facilitation” and “Rhetoric and Communication” sub-modules.

Useful prior knowledge Experience of interacting in a bicultural or multicultural environment.

Special aspects As part of the “Intercultural Competence” sub-module, students will carry out a training module and prepare a training manual.


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International Management ECTS 3 Total workload (hrs) 90



Concepts Theories of internationalisation Significance of different institutional framework conditions

Risks in international management: Endogenous risks and potential safeguarding mechanisms Exogenous risks and potential safeguarding mechanisms

Strategies adopted by companies operating internationally: Market entry and market development Target market strategies Timing strategies Allocation strategies Coordination strategies

Selected organisational concepts of companies operating internationally Selected aspects of human resources management of international companies Reading

Essential reading: Bartlett, C. A. & Goshal, S. (2002). Managing Across Borders, 2nd ed., Boston: Harvard Business School

Press. Mead, R. & Andrews, T. G. (2009). International Management, 4th ed., Boston: Wiley-Blackwell.

Further reading: Deresky, H. (2013). International Management: Managing Across Borders and Cultures, Text and Cases, 8th

ed., Harlow: Prentice Hall. Special aspects None


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Intercultural Competence ECTS 2 Total workload (hrs) 60



Concepts of culture Definitions of intercultural competences

Levels and acquisition of competence: Cognitive, affective and behavioural competence Advantages and disadvantages of different training methods Linking target skills and training methods

Cultural standards and cultural dimensions: Presentation and critique of concepts Training methods geared towards cultural standards and cultural dimensions

Cultural information deficits: Conscious and unconscious information deficits Strategies for dealing with cultural information deficits Presentation and critique of training methods relating to information deficits

Team project: Developing a culturally-specific training programme: Starting point: critical interactions situations Carrying out individual training modules in the plenary session Training programme documentation

Reading

Essential reading: Thomas, D. C. (2008). Cross-Cultural Management: Essential Concepts, 2nd ed., Thousand Oaks: SAGE. Dumetz, J. et al. (2012). Cross-cultural management textbook. Lessons from the world leading experts in

cross-cultural management. CreateSpace Independent Publishing Platform. Trompenaars, F. & Hampden-Turner, C. (2012). Riding the Waves of Culture, 3rd ed., New York et al.:

McGraw-Hill. Further reading:

Hall, E. T. & Hall, M. R. (1990). Understanding Cultural Differences. Yarmouth: Intercultural Press. Lewis, R. D. (2006). When Cultures Collide, 3rd ed., Boston, London: Nicholas Breley. Moodian, M. A. (2008). Contemporary Leadership and Intercultural Competence. Exploring the Cross-

Cultural Dynamics Within Organizations. Los Angeles: Sage. Special aspects As part of the sub-module, students will learn to differentiate between cognitive, affective and behavioural competences. Using a selection of cultural environments as an example, project work carried out in teams study how training modules for the various different competence levels are developed, implemented and documented. Practical assignments are also carried out.


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Operations and Business Performance Management Course Business Administration (English) EA-I020




Sub-modules

Service and Operations Management

Business Performance Management

Examination Case studies

Participation requirements “Principles of Business Administration”, "Financial Accounting and Reporting” and “Management Accounting and Corporate Finance” modules

Useful prior knowledge Spreadsheets (e.g. MS Excel)



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Service and Operations Management ECTS 3 Total workload (hrs) 90


Semester no. 5 Self-study: 60 Content Basic principles: Basic principles of Service and Operations Management (SOM):

SOM and competitiveness SOM and corporate strategy SOM as a process design

Systems thinking as a prerequisite for process design Quality management:

Ideas for quality management Ongoing improvement Instruments to support quality management Statistical process control Process design and work design

Process design: Layout design Design of processes (flows)

Warehouse management: Basic principles of warehouse management Warehouse management models

Capacity management: Capacity planning Capacity decisions Capacity planning instruments

Manufacturing concepts: JIT TPM Lean Production

Supply Chain Management (SCM): Basic principles of SCM Models of SCM

Technology used to support service and operations management Reading

Essential reading: Slack, N., Chambers, S. & Johnston, R. (2010). Operations Management, 6th ed., Harlow: Pearson. Krajewski, L. J., Ritzman, L. P. & Malhotra, M. K. (2009). Operations Management. Processes & Supply

Chains, 9th ed., Harlow: Pearson. Further reading:

Johnston, R., Chambers, S., Harland. C., Harrison, A. & Slack, N. (2003). Cases in Operations Management, 3rd , Harlow: Pearson.

Fischermanns, G. (2012). Praxishandbuch Prozessmanagement, 10th ed., Gießen: Verlag Dr. Götz Schmidt.

Delfmann, W. et al. (2000). Supply Chain Management in the Global Context, Arbeitsbericht Nr. 102 des Seminars für ABWL, Unternehmensführung und Logistik (http://www.bpl.uni-koeln.de/fileadmin/wiso_fak/bpl/pdf/publikationen/arbeitsberichte/arbb-102.pdf).

Stevenson, W. J. (2008). Operations Management, 10th ed., New York: McGraw-Hill. Special aspects The sub-module is taught in the second half of the fifth semester and lays the foundations for the Business Performance Management sub-module which follows immediately in the sixth semester.


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Business Performance Management ECTS 2 Total workload (hrs) 60


Semester no. 6 Self-study: 36 Content Basic principles: Performance management as a success factor in global competition Performance management systems

Ratios and ratio systems Balanced Scorecard (BSC) Total Quality Management (TQM) Data Envelopment Analysis (DEA)

Performance measurement systems: BPM QPMS Benchmarking Indexing operating performance

Performance reference model Performance pyramid

Business intelligence/multidimensional analysis: MOLAP/ROLAP Reporting Ad-hoc analysis Budgeting using BI systems Data mining


Goetsch, D. L. & Davies, S. (2012). Quality Management for Organizational Excellence. Introduction to Total Quality, 7th ed., Harlow: Prentice Hall.

Rausch, P., Sheta, A. F. & Ayesh, A. (Eds.) (2013). Business Intelligence and Performance Management: Theory, Systems and Industrial Applications. Berlin, Heidelberg: Springer.

Further reading: FEA Consolidated Reference Model Document Version 2.3 (2007). Available online:

http://www.whitehouse.gov/sites/default/files/omb/assets/fea_docs/FEA_CRM_v23_Final_Oct_2007_Revised.pdf, (30-05-2014).

Sherman, H. D., Zhu, J. & Rascher, R. (2008). Service Productivity Management. Improving Service Performance using Data Envelopment Analysis. New York: Springer.

Spitzer, D. R. (2007). Transforming Performance Measurement: Rethinking the Way We Measure and Drive Organizational Success. New York: AMACOM.

Special aspects As part of the sub-module, various practical assignments and ad-hoc analyses are carried out for concrete practical examples, some of which are software-based. Presentations by BI/BPM tool providers highlight the possibilities of software-based performance analysis and control. The sub-module is taught in the first half of the sixth semester, immediately following the Service and Operations Management sub-module in the fifth semester.


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Sub-module

Practical Transfer 4


Participation requirements Participation in the “Principles of Scientific Writing” sub-module and in the core specialist modules from the first to the fifth semester; practical work and instruction in a company

Useful prior knowledge Advanced knowledge of word processing (e.g. MS Word)



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Semester no. 5 Self-study: 140 Content Managing the drafting of the fourth practice paper:


Drafting the fourth practice paper: Research and analysis Outline and structure Writing and formatting Final editing

Oral examination on the fourth practice paper Reading






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Bachelor Thesis Course Business Administration (English) EA-I022




Sub-module

Bachelor Thesis (with Oral Examination)

Examination Bachelor Thesis and Oral Examination

Participation requirements Successful completion of all examinations up to the fifth semester




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Bachelor Thesis (with Oral Examination) ECTS 12 Total workload (hrs) 360

Type BA+OE Tuition: 12

Semester no. 6 Self-study: 348 Content Bachelor thesis: written Bachelor thesis on a topic specified by the head of department together with the placement company. Oral examination:

Competent, brief oral presentation of the contents of the Bachelor thesis Explanation of the findings of the Bachelor thesis as part of a subject-specific interview Examination questions on the contents of the course

Reading

Essential reading: Essential reading on scientific writing in accordance with the “Principles of Scientific Writing” sub-module Essential reading on specific topics in accordance with students’ own research

Further reading: Further reading on scientific writing in accordance with the “Principles of Scientific Writing” sub-module Further reading on specific topics in accordance with the students’ own research

Special aspects The students’ ability to implement what they have learned is documented in a Bachelor thesis on a practical problem related to the subject of study, and which takes account of the students’ theoretical knowledge. An oral examination on the topic of the topic of the thesis and questions on the contents of the course supplement the work of the Bachelor thesis.


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PART 2 - SPECIFIC MODULES: MARKETING COMMUNICATIONS AND PUBLIC RELATIONS Introduction to Marketing Communication and Public Relations

Course Business Administration (English), MCPR EMCPR-I001

ECTS 8 Total workload (hrs) 240 Module supervisor D. Kluge



Sub-modules

Communication and Media

Marketing Communication Tools and Introduction to Online PR

Principles of Journalism

Examination WE 120


Useful prior knowledge Word processing, Internet research, knowledge of the media landscape



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Communication and Media

ECTS 2.5 Total workload (hrs) 75


Semester no. 1 Self-study: 45 Contents Fundamental theories and models of communication:

Models of individual and mass communication Communication psychology approaches

Media landscape in Germany: Historical development of the media landscape Overview of the current media landscape Use of the media today

Public relations is an important media-related form of communication: Objectives, functions and content of PR PR codes and their application Overview of PR as a vocational field Cooperation between PR and journalism

Reading Essential reading

Albertazzi, D. and Cobley, P. (eds.) (2009). The Media: An Introduction. 3rd ed. Harlow, Essex: Longman. Fill, C. (2009). Marketing Communications: Interactivity, Communities and Content, 5th ed., London:

Prentice Hall. Wilcox, D. L. & Cameron, G. T. (2011). Public Relations: Strategies and Tactics, 10th ed., Harlow: Pearson.

Further reading: Branston, G. and Stafford, R. (2010). The Media Student's Book. 5th ed. London: Routledge. Briggs, A. & Burke, P. (2010). Social History of the Media: From Gutenberg to the Internet, 3rd ed., Boston:

Wiley. FitzGerald, M. & Arnott, D. (2000). Marketing Communications Classics. London: Thomson Learning. Theaker, A. (2012). The Public Relations Handbook, 4th Ed., London: Routledge.



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Marketing Communication Tools and Introduction to Online PR



Semester no. 1 Self-study: 45 Contents Marketing communication tools:

Above-the-line communication tools Below-the-line communication tools

Introduction to online PR: Characteristics of online communication Online communication tools and platforms


De Pelsmacker, P. (2013). Marketing Communications: A European Perspective, 5th ed., Harlow: Pearson. Gillin, P. & Schwartzman, E. (2011). Social Marketing to the Business Customer. Hoboken: John Wiley &

Sons. Macnamara, J. (2010). The 21st Century Media (R)evolution: Emergent Communication Practices. New

York, Bern, Berlin: Peter Lang. Further reading:

Naughton, J. (2012). From Gutenberg to Zuckerberg: What you really need to know about the Internet. London: Qercus.

Phillips, D., Young, P. (2009). Online Public Relations, 2nd ed. London: Kogan Page. Special aspects None


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Principles of Journalism



Semester no. 1 Self-study: 60 Contents Journalistic techniques:

Research techniques Information processing options Writing press releases

Ethical and legal principles in journalism: Introduction to the press code Practical effects of the press code


Randall, D. (2011). The Universal Journalist, 4th ed., London: Pluto Press. Knight, R. M. (2010). Journalistic Writing: Building the Skills, Honing the Craft, 3rd ed., Portland: Marion

Street Press. Further reading:

Conboy, M. (2004). Journalism: A Critical History. London: Sage. Harcup, T. (2009). Journalism: Principles & Practice. London: Sage.

Special aspects Students carry out assignments on the writing of press releases.


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Public Relations





Sub-modules

Internal and ExternaI Communication Tools

PR Concept

PR Evaluation

Examination WE 120

Participation requirements “Introduction to Marketing Communication and Public Relations” module




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Internal and External Communication Tools ECTS 2.5 Total workload (hrs) 75


Semester no. 2 Self-study: 45 Contents Selected internal communication tools:

Monologic internal communication tools Dialogic internal communication tools

Selected external communication tools: Monologic external communication tools Dialogic external communication tools


Cornelissen, J. (2011). Corporate Communication: A guide to theory and practice, 3rd ed., London: Sage Publications.

Wilcox, D. L. & Cameron, G. T. (2011). Public Relations: Strategies and Tactics, 10th ed., Harlow: Pearson. Further reading:

Gregory, A. (2010). Planning and Managing Public Relations Campaigns, 3rd ed., London: Kogan Page. Argenti, P. (2012). Corporate Communication, 6th ed., Boston: McGraw-Hill/Irwin.



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PR Concept ECTS 3 Total workload (hrs) 90


Semester no. 2 Self-study: 60 Contents Basic principles of PR concept theory:

Functions of PR concepts Overview of concept approaches

PR concept – step model: Analytical step Strategic step Operative step


Gregory, A. (2010). Planning and Managing Public Relations Campaigns. 3rd ed. London: Kogan Page. Seitel, F. P. (2013). The Practice of Public Relations, 12th ed., Harlow: Prentice Hall.

Further reading: Cornelissen, J. (2011). Corporate Communication: A guide to theory and practice. 3rd ed. London: Sage

Publications. Tench, R., Yeomans, L. (Eds.) (2009). Exploring Public Relations. 2nd ed. Harlow: FT Prentice Hall.

Special aspects The students work in groups to devise PR concepts.


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PR Evaluation



Semester no. 2 Self-study: 45 Contents Basic principles of PR evaluation:

Objectives and phases of PR evaluation Overview of PR evaluation methods and tools

Media response analysis as an established PR evaluation process: Preparing a media response analysis Measuring a media response analysis

Integrating PR evaluation into communication controlling: Communication score card Value-based management


Gregory, A. (2010). Planning and Managing Public Relations Campaigns, 3rd ed., London: Kogan Page. Watson, T. and Noble, P. (2007). Evaluating Public Relations: A best practice guide to public relations

planning, research and evaluation. London: CIPR/Kogan Page. Further reading:

Coffman, J. (2004). Strategic Communications Audits. Prepared for the Communications Consortium Media Center. downloaded from http://www.ccmc.org/sites/default/files/WorkingPaper1.pdf on June 2nd, 2014.

Delahaye Paine, K., Draper, P. & Jeffrey, A. (2008). Using Public Relations Research to Drive Business Results. Internet source, downloaded from http://www.instituteforpr.org/wp-content/uploads/UsingResearch_DriveBusiness2.pdf on June 2nd, 2014.

Lindenmann, W. K. (2003). Guidelines For Measuring The Effectiveness Of PR Programs And Activities, downloaded from http://www.instituteforpr.org/wp-content/uploads/2002_MeasuringPrograms.pdf on June 2nd, 2014.

Macnamara, J. R. (2005). PR Metrics. How to Measure Public Relations and Corporate Communication, downloaded from http://amecorg.com/wp-content/uploads/2011/10/PR-Metrics-Paper.pdf on June 2nd, 2014.

Special aspects Students are given guidance in conducting media response analysis, using current examples.


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Advertising





Sub-modules

Psychology of Advertising

Forms of Advertising

Advertising Concept and Media Planning

Examination Seminar paper and presentation

Participation requirements “Public Relations” and “Marketing” modules

Useful prior knowledge Knowledge of the current media and advertising landscape in Germany



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Psychology of Advertising ECTS 2.5 Total workload (hrs) 75

Type SP Tuition: 30

Semester no. 3 Self-study: 45 Contents Psychological principles:

Activating processes and conditions Cognitive processes and conditions

Psychological factors determining purchase decisions: Emotions Motivation Attitudes Involvement

Advertising effectiveness models: S-(O)-R models Multi-step models of advertising effectiveness Process models of advertising effectiveness

Measuring advertising effectiveness: Methods for measuring advertising effectiveness Limits to measuring advertising effectiveness


Fennis, B. M. & Stroebe, W. (2010). The Psychology of Advertising. East Sussex, New York: Psychology Press.

Heath, R. (2012). Seducing the Subconscious: The Psychology of Emotional Influence in Advertising. Haugtvedt, C. P., Herr, P. M. & Kardes, F. R. (Eds.) (2007). Handbook of Consumer Psychology. Hillsdale:

Lawrence Erlbaum. Further reading:

Ogilvy, D. (2007). Ogilvy on Advertising, reprinted ed., London: Prion. Felton, G. (2013). Advertising: Concept and Copy, 3rd ed., Boston: Norton.



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Forms of Advertising


Type SP Tuition: 30

Semester no. 3 Self-study: 45 Contents Introduction to the media landscape:

Definitions and distinctions Principles of designing and producing advertising material Principles of intermedia selection

Traditional forms of advertising: Advertising material and channels in print media Advertising material and channels in radio Advertising material and channels in television

Special forms of advertising: Advertising material and channels in outdoor advertising Advertising material and channels in online advertising Advertising material and channels for other selected media


Yeshin, T. (2005). Advertising. London: Cengage Learning EMEA. Baron, J. & Sissors, J. (2010). Advertising Media Planning, 7th ed., Irwin: McGraw-Hill.

Further reading: Belch, G. E. & Belch, M. A. (2011). Advertising and Promotion: An Integrated Marketing Communications

Perspective. Irwin: McGraw-Hill. Fletcher, W. (2010). Advertising: A Very Short Introduction. Oxford: Oxford University Press.



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Advertising Concept and Media Planning


Type SP Tuition: 30

Semester no. 3 Self-study: 60 Contents Advertising concept

Working method of advertising agencies Stages in the advertising concept

Media planning Media analyses Media planning process Intramedia selection


Baron, J. & Sissors, J. (2010). Advertising Media Planning, 7th ed., Irwin: McGraw-Hill. Yeshin, T. (2005). Advertising. London: Cengage Learning EMEA.

Further reading: Fletcher, W. (2010) Advertising: A Very Short Introduction. Oxford: Oxford University Press. Percy, L. and Elliott, R. (2009) Strategic Advertising Management. Oxford: Oxford University Press. Pringle, H. and Marshall, J. (2011). Spending Advertising Money in the Digital Age: how to navigate the

media flow. London: Kogan Page. Special aspects None


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Applied Communication Techniques





Sub-modules

Introduction to Practical Journalism

Applied Campaign Design

Examination Project work

Participation requirements “Advertising” module

Useful prior knowledge -

Special aspects During this module, students will visit one of the following: a television or radio station, newspaper or online editorial team.


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Introduction to Practical Journalism



Semester no. 4 Self-study: 54 Contents Introduction to journalistic formats:

Newspaper and magazine formats Radio formats Television formats Online media formats

Specialisation of journalistic techniques: Principles of topic selection Research techniques Writing and editing texts


Cappon, R. C. (1999). Associated Press Guide to News Writing: The Resource for Professional Journalists, 3rd. ed., Lawrence Township : Peterson’s.

Boyd, A., Stewart P. & Alexander R. (2008). Broadcast Journalism: Techniques of Radio & Television News, 6th ed., Oxford: Butterworth-Heinemann.

Cartwright, M. (2004). NCTJ Teeline Gold Standard for Journalists. Oxford: Butterworth-Heinemann. Further reading:

Salter, L. & Jones, J. (2011). Digital Journalism. London: Sage. Frost, C. (2001). Reporting for Journalists. London: Routledge. Harcup, T. (2009). Journalism: Principles & Practice, London: Sage.

Special aspects In the sub-module, students learn about the various presentation forms through practical assignments.


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Applied Campaign Design ECTS 5 Total workload (hrs) 150


Semester no. 4 Self-study: 96 Contents Campaign design tools:

Design options of traditional PR tools (Audio-)visual design options Design options of online PR Merging of elements to create cross-media PR

Processing complex PR tasks: Presenting and analysing the PR tasks to be processed Selecting suitable tools and presentation formats Designing a cross-media PR campaign


Kolodzy, J. (2012). Practicing Convergence Journalism. An Introduction to Cross-Media Storytelling. New York: Routledge Chapman & Hall.

Macnamara, J. (2010). The 21st Century Media (R)evolution: Emergent Communication Practices. New York, Bern, Berlin: Peter Lang.

Further reading: Naughton, J. (2012). From Gutenberg to Zuckerberg: What you really need to know about the Internet.

London: Qercus. Phillips, D. & Yound, P. (2009). Online Public Relations: A Practical Guide to Developing an Online Strategy

in the World of Social Media, 2nd, ed., London, Philadelphia: Kogan Page. Special aspects Working individually and in small groups, students draw up multifaceted campaigns based on PR tasks with a practical focus. They do this by applying the communication techniques that they already been taught, and doing so in a solution-oriented manner.


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Conceptual and Legal Aspects of Corporate Communication


ECTS 5 Total workload (hrs) 150 Module supervisor K. Büchel



Sub-modules

Media, Competition and Copyright Law

Concept and Management of Integrated Corporate Communication

Examination WE 90

Participation requirements “Law 1”, “Law 2” and “Applied Communication Techniques” modules




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Media, Competition and Copyright Law ECTS 3 Total workload (hrs) 90


Semester no. 5 Self-study: 60 Contents Media law:

Significance of the media Basic laws Publication formats Legal protection for children and young persons Data protection Criminal law General right to privacy Legal protection

Copyright law: General points Copyright protection Categories of work Derivative works Creators Rights of the creator Granting of rights of use Limitations to copyright Laws of industrial property and copyright protection Legal breaches

Competition law: General points Commercial action Prohibition on unfair commercial actions Misleading commercial actions Comparative advertising Unreasonable nuisance Legal consequences Price Indication Ordinance Competition proceedings


Lee, N. et al. (eds.) (2014). Intellectual Property, Unfair Competition and Publicity: Convergences and Development. Cheltenham: Edward Elgar.

Jones, A. & Sufrin, B. (2014).EU Competition Law: Text, Cases & Materials, 5th ed., Oxford: Oxford University Press.

Further reading: Klett, A. R., Sonntag, M. & Wilske, S. (2007). Intellectual Property Law in Germany: Protection, Enforcement

and Dispute Resolution: Patents, Copyright, Designs, Trade Marks and Know How. München: Beck. Wendler, M., Tremml, B. & Buecker, B. J. (2008). Key Aspects of German Business Law: A Practical

Manual. Berlin, Heidelberg: Springer. Special aspects Students are given guidance in resolving practical legal problems.


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Concept and Management of Integrated Corporate Communication ECTS 2 Total workload (hrs) 60


Semester no. 5 Self-study: 40 Contents Basic principles of integrated marketing communication Planning concepts of integrated marketing communication Structuring of integrated marketing communication in organisational terms:

Organisational structure Structuring of operations Management concepts

Structuring of integrated marketing communication in human resources terms Budgeting and budget allocation in integrated marketing communication Communication controlling:

In-depth analysis of communication controlling Specific controlling of integrated marketing communication


Egan, J. (2007). Marketing Communications. London: Cengage Learning. Fill, C. (2011). Essentials of Marketing Communications. Harlow: Financial Times/Prentice Hall.

Further reading: Belch, G. E. & Belch, M. A. (2011). Advertising and Promotion: An Integrated Marketing Communications

Perspective. Irwin: McGraw-Hill. Dahlen, M., Lange, F. & Smith, T. (2009). Marketing Communications: A Brand Narrative Approach.

Chichester: Wiley. Special aspects None


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Issues Management and Crisis Communication (EL 5.1) Course Business Administration (English), MCPR EMCPR-I005.1


Type EL Tuition: 50 Language EN


Sub-modules

Issues Management and Crisis Communication

Examination Case study or project work

Participation requirements “Applied Communication Techniques” module

Useful prior knowledge Knowledge of crisis communication from current daily events



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Issues Management and Crisis Communication ECTS 5 Total workload (hrs) 150


Semester no. 5 Self-study: 100 Contents Basic principles:

Issues management and crisis communication as elements of corporate communication Relationship between issues management and crisis communication

Issues management: Analysis of political, economic, social and technological trends Issues life cycle Identification of critical issues and stakeholder requirements Scanning and monitoring Strategies to influence the process of bringing issues into the public arena

Crisis communication: Forms and types of crisis Development and cycles of crises Crisis communication tools


Fearn-Banks, K. (2011) Crisis Communications: A Casebook Approach, 4th ed. London: Routledge Regester, M., Larkin, J. (2008). Risk Issues and Crisis Management in Public Relations: A Casebook of

Best Practice, 4th ed. London: Kogan Page. Further reading:

Deegan, D. (2001). Managing Activism: A Guide for Dealing with Activists and Pressure Groups. London: Kogan Page.

Griffin, A. (2014). Crisis, Issues and Reputation Management: A Handbook for PR and Communications Professionals. London: Kogan Page.



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Sponsorship and Fundraising (EL 5.2) Course Business Administration (English), MCPR EMCPR-I005.2




Sub-modules

Sponsoring and Fundraising


Participation requirements “Marketing” and “Applied Communication Techniques” modules

Useful prior knowledge Knowledge about how the non-profit sector is organised and operates



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Sponsorship and Fundraising ECTS 5 Total workload (hrs) 150


Semester no. 5 Self-study: 100 Contents Basic principles:

Sponsorship as an element of corporate communication Distinguishing sponsorship from fundraising

Sponsorship: Areas in which sponsorship is used Sponsorship planning process Tax and legal treatment of sponsorship

Fundraising: Fundraising planning process Fundraising methods and tools


Cornwell, B. T. (2014). Sponsorship in Marketing: Effective Communication Through Sports, Arts and Events. New York: Routledge, Chapman & Hall.

Burnett, K. (2002). Relationship fundraising: A donor based approach to the business of raising money, 2nd ed.. San Francisco: Jossey-Bass.

Sargeant, A. & Jay, E. (2010). Fundraising Management. London: Routledge. Further reading:

Masterman, G (2007). Sponsorship for a Return on Investment. Oxford: Butterworth-Heinemann. Davis, M. P. (2013).The Fundraising Rules. CreateSpace Independent Publishing Platform. Marudas, N. P., Jacobs F. A. (2009). Initial evidence on whether use of professional services increases

fundraising effectiveness. IJNVSM 15:1 3-12. Special aspects None


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International and Intercultural Communication Management




Length (semester) 1 Self-study: 100

Sub-modules

International Comparison of Media Systems

International Corporate Communication and Brand Management

Examination WE 90

Participation requirements “Conceptual and Legal Aspects of Corporate Communication” and “Marketing” modules as well as an elective module from the fifth semester

Useful prior knowledge Knowledge of the media landscape outside of Germany



10-07-2014 105


International Comparison of Media Systems ECTS 2.5 Total workload (hrs) 75


Semester no. 6 Self-study: 50 Contents Basic principles of comparative methods Areas in which to analyse the comparison of media systems:

Media policy Media economics Media culture General conditions of journalism Content and effectiveness of different media


Trappel, J., Maier, W. A. & d'Haenens, L. (2011). Media in Europe Today. Bristol: Intellect. Hallin, D. C. & Mancini, P. (2004). Comparing Media Systems: Three Models of Media and Politics.

Cambridge: Cambridge University Press. Hardy, J. (2008). Western Media Systems. New York: Routledge.

Further reading: Zerfass, A., Van Ruler, B., Sriramesh, K. (Eds.) (2008). Public Relations Research: European and

International Perspectives and Innovations. Wiesbaden: VS Verlag für Sozialwissenschaften. Mooij, M. de (2005). Global Marketing and Advertising. Understanding Cultural Paradoxes. London: Sage.

Special aspects Depending on participants’ previous experience and preferences, different countries and global regions can be included in the comparison of media systems.


10-07-2014 106

International Corporate Communication and Brand Management ECTS 2.5 Total workload (hrs) 75


Semester no. 6 Self-study: 50 Contents Basic principles of international corporate communication and brand management:

Framework conditions of international corporate communication Communication styles of different cultures Fundamental strategies of international brand management

Structure of international corporate and brand communication in operating terms: Organisation of international communication Measures planning in international communication Implementing international communication measures Monitoring the success of international communication measures


Cambie, S., Ooi, Y.-M. (2009). International Communications Strategy. Developments in Cross-Cultural Communications, PR and Social Media. London: Kogan Page.

Curtin, P. A., Gaither, T. K. (2007). International Public Relations, Negotiating Culture, Identity, and Power. Thousand Oaks: Sage.

Further reading: Bardhan, N., Weaver, C. K. (Eds.) (2011). Public Relations in Global Cultural Contexts: Multi-Paradigmatic

Perspectives. New York: Routledge Chapman & Hall. Kotabe, M. & Helsen, K. (2010). Global Marketing Management, 5th ed., Danvers: Wiley.



10-07-2014 107

Event Communication (EL 6.1) Course Business Administration (English), MCPR EMCPR-I006.1




Sub-modules

Event Communication


Participation requirements “Conceptual and Legal Aspects of Corporate Communication” as well as an elective module from the fifth semester




10-07-2014 108


Event Communication ECTS 5 Total workload (hrs) 150


Semester no. 6 Self-study: 100 Contents Basic principles of event communication:

Event communication as a branch of corporate communication Distinguishing between various types of event Regulatory framework of events

Basic principles of event management: Ideal type of planning process Cooperation with service providers

Applied strategy development for events: Situational analysis Establishing targets and target groups Resource planning Staging an event Methods for monitoring success and conducting follow-up activities


Berridge, G. (2007). Events Design and Experience. Oxford: Butterworth-Heinemann. Bladen, C. et al. (2012). Events Management: An Introduction. New York: Routledge. Bowdin, G., McDonnell, I., Allen, J. & O'Toole, W. (2011). Events Management, 3rd ed., Oxford: Butterworth-

Heinemann. Further reading:

Malouf, L. (2012). Events exposed: managing and designing special events. Hoboken NJ: Wiley. Tench, R., Yeomans, L. (2009). Exploring Public Relations 2nd ed. Harlow: FT Prentice Hall

Special aspects Working in small groups, students develop event strategies geared towards specific target-groups.


10-07-2014 109

Investor Relations (EL 6.2) Course Business Administration (English), MCPR EMCPR-I006.2




Sub-modules

Investor Relations


Participation requirements “Conceptual and Legal Aspects of Corporate Communication”, “Financial Accounting and Reporting”, “Management Accounting and Corporate Finance” modules as well as the elective from the fifth semester




10-07-2014 110


Investor Relations ECTS 5 Total workload (hrs) 150


Semester no. 6 Self-study: 100 Contents Basic principles of investor relations:

Investor relations as a branch of public relations Regulatory framework of investor relations

Overview of investor relations measures: Mandatory measures Voluntary measures

Investor relations concept design: Situational analysis Establishing targets and target groups Measures planning Success monitoring


Laskin, A. (2010). Managing Investor Relations. Strategies for Effective Communication. New York: Business Expert Press.

Ryan, T. & Jacobs, C. (2004).Using Investor Relations to Maximize Equity Valuation, New York: Wiley. Further reading:

Bragg, S. M. (2010). Running an Effective Investor Relations Department: A Comprehensive Guide. New York: Wiley.

Clampitt, P. (2010). Communicating for Managerial Effectiveness, 4th ed., Thousand Oaks: Sage. Cornelissen, J.P. (2011). Corporate Communication: A Guide to Theory and Practice, 3rd ed. London: Sage


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