Master

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Students have an understanding of issues that arise in the context of recording, designing and evaluating customer relationships. Based on the concepts and methods they have learned, students will be able to independently identify, conceptually structure and analyse customer relationship management issues in various industry contexts. After successfully completing the course, they will also have the methodological knowledge required to analyse customer and company data qualitatively and quantitatively in order to answer customer relationship management questions.

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After successful participation, students have a basic understanding of brands and know which aspects play a role in branding. In addition, they will understand and be able to critically discuss how brands are developed and positioned and which instruments are suitable for this. They can argue on the basis of theory why certain brand-related measures can be expected to have an effect and have methodological knowledge in order to measure the brand and quantify influencing factors. After successfully completing the course, students will also be able to formulate precise problems and research questions based on a complex practical issue in the field of brand management and develop a solution to the problem using the content and methods learnt in the Strategic Brand Management lecture.

Stud.IP TUConnect

Contents

• Buyer behaviour and marketing research in the marketing system,
• Purchasing behaviour of consumers,
• Partial psychological explanations (partial sociological explanations, total explanations),
• Purchasing behaviour of organisations (private companies, public companies),
• Marketing research,
• research design,
• Data collection procedures (operationalisation and measurement of the facts to be collected, selection of the units of investigation and implementation of the data collection),
• data analysis and
• documentation

Stud.IP TUConnect

Information on exam registration

• Sustainability Transformation Management & Consumer Behaviour

Module completion (depending on examination regulations):

• 2-hour combined exam on the contents of the courses listed above

                                                               OR

• two 1-hour individual exams, each covering the content of the courses listed above

Please register for the Master's orientation via your examination office!

Contents

• Basic concepts and areas of application of sales management
• Influence of customer relationship management and digitalisation on sales
• Techniques for organisation and information management in sales
• Methods for motivating and rewarding sales staff
• Management and collaboration with external sales partners
• Integration of technology and digital platforms into sales strategies
• Development of omnichannel strategies
• Integration of sustainability principles in sales
• Measurement and evaluation of sales success.

Stud.IP TUConnect

Information on exam registration

• Sales Management
• Sustainability Transformation Management (exercise)

Module completion:

• 1-hour individual exam on the contents of the course "Sales Management"

                                                               AND

• Successful participation in the exercise course "Sustainability Transformation Management"

Registration for the Master's specialisation takes place via your examination office!
Registration for the exercise course takes place in the corresponding StudIP course! Please note the corresponding announcements on our website

Contents

• What does sustainability mean, why is it important and from which perspectives can we approach it?
• What does sustainability have to do with business and marketing, and why should companies make sustainability their top priority?
• How does sustainability resonate with consumers? How do consumers react to different forms of sustainability-orientated marketing?
• What are the key motivators, drivers and barriers to sustainable practices from both a business and consumer perspective?
• How can the transformation towards a sustainable economy succeed and how can the change be accompanied?

Stud.IP TUConnect

Information on exam registration

• Sustainability Transformation Management & Consumer Behaviour

Module completion (depending on examination regulations):

• 2-hour combined exam on the contents of the courses listed above

                                                               OR

• two 1-hour individual exams, each covering the content of the courses listed above

Please register for the Master's orientation via your examination office!

Contents

In our research-led Principles of Strategy & Entrepreneurship course, we will explore key issues in strategic management and look at the process of creating new businesses. The course covers seven main areas:

1. Foundations: origins of the concept of strategy
2. Strategy and economics: Influence of classical economics on the concept of strategy
3. Strategy formation: Different perspectives on the strategy formation process
4. Competitive strategies: Strategy in competitive contexts
5. Co-operative strategies: Strategies in co-operative contexts
6. Strategic entrepreneurship: Strategic perspectives on the founding of new companies
7. Digital strategy: Digital platform strategies

Stud.IP

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The "Strategic Innovation Management" course offers participants a holistic orientation for the process of innovation management. The course content includes topics such as strategy development, the creation of innovation-orientated corporate cultures and leadership as well as expansion into global markets. In addition, specific innovation strategies related to open innovation and (digital) platforms are covered.  After completing this course, participants should be able to understand and apply key concepts of strategy and innovation management. These skills will prepare participants not only for future research-related work (e.g. master's theses, doctorates), but also for career opportunities in innovation departments, start-ups and management consulting.

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After successful participation, students have a basic understanding of business model innovation and know which factors play a role in the development of business model innovations. In addition, they will understand and be able to critically discuss how innovations are developed and which methods are suitable for this. They can argue on the basis of theory why certain corporate measures can be expected to have an effect on the success of innovation and have methodological knowledge to develop, evaluate and critically reflect on business model innovations themselves. After successfully completing the course, students will also be able to formulate precise problems and research questions based on a complex practical issue in the field of innovation management and develop solutions to problems using the content and methods learnt in the Business Model Innovation lecture and other methods taught in the tutorial.

Stud.IP

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After completing this course, students will have advanced knowledge of multivariate data analysis methods in economics. They will be able to carry out and interpret multivariate data analyses using the open source software R.

Stud.IP

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Academic work is one of the core competences of the degree programme and is a necessary prerequisite for obtaining a Bachelor's or Master's degree. In both theoretical and highly interactive units, the seminar covers the basics of academic work, such as structuring a paper or literature review. In addition, you will learn about "storytelling" for your thesis in order to create and maintain the central theme of your work. In the interactive units, you will also have the opportunity to refer to individual questions and your own examples.

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"Theory is the currency of our scholarly realm" (Corley & Gioia, 2011, p. 12). Despite the continuous increase in increasingly sophisticated methodological tools in recent years, this statement has lost none of its validity. In this master's seminar, we will examine the use of theories in management and entrepreneurship research. In particular, the course will cover four main areas: 1) Structure, types and incidence of theories; 2) Theoretical problems and contributions; 3) Anatomy of theoretical arguments; and 4) Creativity and theorising. Taken together, these four areas provide students not only with a comprehensive understanding of what theory is (and is not), but also with practical guidance on how to use theories effectively in their Masters theses and potential PhDs.

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In the practice-orientated master's seminar "Sustainable Entrepreneurship", participants explore how entrepreneurial activity can succeed in harmony with ecological and social goals. Using the triple bottom line (people, planet, profit), success factors of sustainable start-ups are analysed and the particular challenges they face are highlighted. Together with partners within TU Braunschweig, participants develop their first entrepreneurial project ideas that go beyond pure profit maximisation. The course is aimed at anyone who wants to found a start-up or work in a sustainable innovation environment and is looking for impact rather than just growth.

Stud.IP

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Multi-sided platforms such as AirBnB, Uber and Amazon are particularly effective at connecting fragmented markets with high search costs from the consumer and supplier side, thus creating markets that would otherwise not exist. As a rule, such platforms are "asset-light" and scalable with virtually non-existent marginal costs, which makes such models successful and defensible business models. As soon as a critical mass of consumers and providers has formed on a platform, it is very difficult or even impossible for new competitors to penetrate the market. However, the dominant position of the platform provider, i.e. the company behind the platform, poses challenges for consumers and providers on the platform market. For example, platform providers tend to emphasise their own offers or sponsored offers in the search algorithm (so-called "self-preferencing") (Jürgensmeier & Skiera, 2025) or skim off large portions of revenue through commission fees, which increases prices for consumers (Li & Wang, 2025)

This seminar deals with problems arising from intermediation by platforms, primarily from the consumer perspective. Topics include (full list will be presented in the kick-off):

• Consequences of (mis)matching of players on platforms on engagement - qualitative analysis of (mis)matching of players on competitive online platforms
• Head vs. long tail strategies of premium brands on platforms - qualitative insights on customer perception regarding brand perception and platform circumvention
• Forward integration of platform operators into the complementor domain - impact on customer perception of platform-branded products
• Dark & Abusive Side of the Maker Economy? - Case study on Roblox and responsibility towards customers and providers on the platform by the platform operator

The seminar is aimed at students who are interested in innovative developments in marketing and would like to gain both theoretical and practical insights into platform-based business models.