Information on individual educational components (ECTS-Course descriptions) per semester

Degree programme: Master Business Administration: International Marketing & Sales
Type of degree: FH Master´s Degree Programme
Winter Semester 2020

Course unit title Strategic Management and Internationalisation
Course unit code 025122015410
Language of instruction English
Type of course unit (compulsory, optional) Compulsory
Semester when the course unit is delivered Winter Semester 2020
Teaching hours per week 3
Year of study 2020
Number of ECTS credits allocated Second Cycle (Master)
Number of ECTS credits allocated 5
Name of lecturer(s) Stefanie CHEN, Wilfried MANHART

Prerequisites and co-requisites


Course content

Students acquire the ability to apply common methods of developing, implementing and reviewing strategies as a primary leadership process for any organisation.

Topics included:  

  • Rational, content and methods of strategy development and strategy implementation (market- vs. resource-based view)
  • Various methods at different levels of strategic analysis in divers industries and organisational environments (corporate vs. business unit strategy) 
  • Major elements of strategy development and how they are related (Vision/Mission, Position, USP, Business Model)
  • Elements of strategic a leadership process and its practical challenges (creation, implementation, review, change management)
  • Organisational implications of international challenges (international vs. multinational vs. global vs. transnational)

Learning outcomes

Students gain insight into basic processes of strategic planning and controlling as well as generic strategies applicable to international environments.

Students will be able to: 

  • know the elements of strategic planning and its appropriate analysis instruments,
  • understand the purpose and content of organizational strategies,
  • understand the specific strategic challenges of an international environment,
  • identify strategic priorities in the context of a company´s competencies and situation,
  • analyse the competitive position of a company within its industry,
  • develop strategic goals and initiatives for a specific company,
  • evaluate and critically review existing company or business unit strategies.

Planned learning activities and teaching methods

Extensive case teaching and problem-based learning

Assessment methods and criteria

Group project and individual contributions



Recommended or required reading
  • North, Klaus; Varvakis, Gregorio (Hrsg.)(2015):Competitive strategies for small and medium enterprises: increasing crisis resilience, agility and innovation in turbulent times.New York, NY: Springer Berlin Heidelberg.
  • Franz, Christoph; Bieger, Thomas; Herrmann, Andreas (2017): Evolving Business Models: How CEOs Transform Traditional Companies. 1st ed. New York, NY: Springer.
  • Grünig, Rudolf; Kühn, Richard(2015):The strategy planning process: analyses, options, projects.Berlin: Springer.(=Management/Business for professionals).
  • Heesen, Bernd(2016):Effective strategy execution: improving performance with business intelligence.2nd ed.Berlin: Springer.(=Management for professionals).
  • Mishra, Chandra(2017):Creating and sustaining competitive advantage.New York, NY: Springer Berlin Heidelberg.
  • Morschett, Dirk; Schramm-Klein, Hanna; Zentes, Joachim(2009):Strategic International Management: Text and Cases.2009. Aufl.Wiesbaden: Gabler Verlag.

Mode of delivery (face-to-face, distance learning)

Mandatory attendance