Aim of Education

Understanding and acquiring the skills necessary to establish and manage a software company or to market and distribute a software product or software-based service.

Contents

Strategic marketing; marketing mix; product and brand management; price management; communication management; distribution management; design of touchpoints with customers and the customer journey; market research; buyer behavior in the pre-emption, purchase and post-emption phases; basics, methods and techniques of empirical economic research; basics of financial mathematics; external financing vs. Self-financing; Efficient Capital Markets; Mergers and Acquisitions; Risk measurement and management; Fundamentals of systemic organizational analysis and design; Design principles of current management concepts; Fundamentals of project management; Business process management and optimization; Internet-based and interorganizational business models.

Course Objectives

Students should be able to do the following after completing the module:

•   describe the marketing management process,
•   to explain the instruments of the marketing mix (product, price, distribution and communication policy),
•   to describe and be able to apply the basic tasks and options of the marketing instruments,
•   to implement marketing decisions and to record and evaluate their effects on success by means of marketing controlling,
•   to give an overview of central methods of market and opinion research,
•   to analyse the purchasing behaviour of consumers with the help of market research,
•   to describe and apply key concepts, methods and techniques from the field of corporate finance,
•   to describe and apply central concepts, methods and techniques of organizational design
•   Describe the manifestations of inter-organizational business models and the prerequisites for their implementation.

Requirements for Participation

None

Aim of Education

Understanding the architecture of human cognition and its development as well as human behavior in social and business contexts. In addition, the fundamentals of empirical methods of psychology, the design of psychological experiments, the measurement of psychological variables and the construction of experimental facilities are taught.

Contents

This subject provides access to the most important basics of psychology, brain research and decision research. In addition, the most important basics of empirical research in psychology are taught by means of experiments and questionnaires.

Course Objectives

After completing the subject, students are familiar with the basic theories and models of cognition. They are familiar with the most important findings on differences in human behaviour in different contexts and phases of life. They are able to better understand and evaluate psychological studies.

Requirements for Participation

Completion of compulsory subjects.

Aim of Education

Basic understanding of the methods and concepts of sociology and a deeper understanding of the methods and possibilities of data science in the broadest sense and their application in sociology.

Contents

Sociology describes, analyses and evaluates social processes and social structures and thus contributes to solving practical problems and complex decision-making situations. Graduates of the elective subject catalogue "Current Societies" should receive a broad basic education in the social sciences, especially in the following areas:

•   Social analysis and sociological theory: knowledge of the central sociological concepts and theories, their history, as well as knowledge of contemporary society, selected main areas and fields of application (economic sociology, gender theory) of sociology.
•   Empirical social research: knowledge of the basic methods and procedures of quantitative and qualitative social research

Course Objectives

Students are capable of the following after completing the module:

•   to give a rough account of the genesis and history of sociology, to explain it on the basis of examples from everyday life and to connect it with questions of the present day
•   to describe theoretically the course of empirical research as well as different research designs
•   to critically examine the most important methods of empirical social research and link them with concrete questions
•   to present the results of small studies orally and in writing, to interpret the results of empirical studies and to evaluate them with regard to their methodological quality
•   to present basic concepts and fundamental questions of micro-, meso- and macrosociology and to give an overview of the central positions of the three main fields and their representatives
•   to explain the respective special sociology (economic sociology, women's and gender studies), also on the basis of practical examples
•   to give a theoretical overview of the subject area as well as to name the central positions, authors and to reflect their positions critically and reflexively