General Management MBA Focus Marketing 4.0

• Introduction to interdisciplinary work and project management • Definition and planning of a project in your own company • Implementation of the project including regular milestones • Final presentation and documentation of the project

In this course, a group of students is assigned a mentor who accompanies and supports the students through the process of finding ideas for a Master Thesis topic to the implementation of an exposé. Individual mentoring, but also exchange within the group is activated, guided and encouraged. This should trigger a first process of finding ideas for topics of the Master Thesis and initiate a description of the project in the form of an exposé. • Techniques of topic identification, development, delimitation and preparation (pre-exposé) • Presentation and discussion of best practice exposés and theses • Individual coaching and mentoring on possible questions regarding the Master Thesis • Intensive exchange and promotion of creativity • Academic reviews: Digital library and research tools • Exposé creation • Application of citation and source management software • Development and presentation of a research concept • Use of feedback and peer review processes to improve the exposé

• Concept of Design Thinking and the customer claim (in the socio-legal triangular relationship/double customer concept) • Strategic set-up of Design Thinking projects • Design Thinking Process (What is? What if? What wows? What works?) • Ten Tools of Design Thinking (visualization, Journey Mapping, Value Chain Analysis Mind Mapping, Brainstorming, Concept Development, Assumption Testing, Rapid Prototyping, Customer Co-Creation, Learning Launch) • Developing products and services in a human-centered way; from problem to solution concept • Strategic business development • Assessing and evaluating innovation concepts • Design thinking in teams and organizations • AI-supported idea generation and concept development

Students must independently complete a Master thesis of 20 ECTS = 500 h. Regular meetings to discuss the current status and progress of the Master thesis with the accompanying academic supervision serve as support. In the context of a colloquium with the scope of 2 ECTS = 50h, the following course contents are dealt with: • independent development and elaboration of an interdisciplinary topic • finding and justifying the methodology • content-related and organizational help for the preparation of the Master's thesis • presenting and defending academic papers • leading discussions about academic papers Master Thesis: 20 ECTS Final examination: 2 ECTS Colloquium for the Master Thesis: 2 ECTS

Participants must carry out a project of 5 ECTS = 125 h independently in small groups. The basis for this is a set objective. In order to also build on the social skills of the students, the projects are carried out in student teams under independent leadership and team building, planning, monitoring, communication, coordination, budgeting, etc.). The role of the course leader is focused on coaching the students. Depending on the practical project or integrative case study, skills such as the analysis of a business case, economically responsible decision-making competence, risk management, intercultural action competence, organizational and social competence, budget competence and project management are forced and taught. The abovementioned learning and teaching objectives are ensured by an actual implementation of the solution approach. Exemplary presentation of the course content to be taught: - Joint kick-off course - Project briefing by the client - Project development and management - Interim presentations and final presentation - Coaching - Implementation and completion - Support during implementation - Evaluation and feedback rounds - Follow-up reporting and documentation - Project presentation - Final workshop and lessons learned

The contents of this ILV are not fixed, but are adapted to the currently prevailing trends. Content examples may include: • Neuromarketing, Advertising and NLP • Monetary Brand Evaluation • Customer Experience Management • Social Media Marketing • Content Marketing • Data-driven Marketing • Omnichannel strategies

• Performance Marketing • Introduction, possibilities, success criteria, strengths, weaknesses • What performance marketing is suitable for • Examples of successful performance marketing campaigns • The most important methods of performance marketing • Modularity of advertising measures in performance marketing • Measurability and data analysis • Key performance indicators • Presentation of the most important cookie-based tracking tools • Designing a performance marketing campaign • Exercise for monitoring and controlling a performance marketing campaign • Use of artificial intelligence in performance marketing • Data protection and legal framework conditions in performance marketing

Fundamentals: • Distinction between private law and public law • Basics of property law • The natural and legal person (legal capacity and capacity to act) • General contract law • Basic data protection regulation • Legal forms of companies • Legal regulation of artificial intelligence • AI-supported legal advice and research Labor law & drafting of employment contracts: • Elements and drafting of the employment contract • Rights and duties of employer and employee • Co-determination, dismissal and protection against dismissal • Effects of AI on employment relationships Liability aspects of management: • Overview of corporate criminal law • Basics of liability and insurance issues • Liability avoidance and aspects of competition and corporate law • Liability for damage caused by AI systems

• Basics of human resources management and human resource management: Human resources management in the overall system of business processes: Tasks and functions of individual sub-areas of personnel management • Basics of operational and strategic personnel management • Organizational culture and development: Conflicts in organizations and organizational diagnosis • motivation theories, employee interviews as an instrument of personnel management • concepts and instruments of structural and process organization • interaction between personnel and organizational development • work structuring: Job Enrichment, Job Enlargement • Operational and Strategic Personnel Controlling • Leadership Methods, Styles and Techniques, Framework Model and Determinants of Leadership • Basics of Industrial, Organizational and Personnel Psychology • Employer Branding and Recruiting Strategies • Diversity Management and Inclusion

- Basics: Supervision and coaching theories with practical application - Coaching approaches for managers and promoting resilience - Rhetoric, conversation and presentation techniques - Dealing with your own limits: Recognizing beliefs and blind spots - Motivation theories - Application of the inner team in self-reflection and decision-making - Use of AI in personal development