Strategic and Market-Oriented Management is highly relevant for companies and organizations due to digitalization, ecological and social crises, increasing competitive pressure, and the dynamics and interconnectedness of markets. Students of this Major (Minor) deal with current topics and challenges in Strategic and Market-Oriented management and are thus prepared for leadership and consulting activities in management and marketing.

You will learn how to conduct strategic analyses or market research and develop strategic options, marketing concepts or innovative business models. Furthermore, you will deal with the special challenges of implementing (marketing) strategies. The focus is on openness, creativity, critical discourse and the understanding of contexts. Project work and business games give you the opportunity to put what you have learned into practice and thus gain valuable practical experience.

The skills learned in this major are versatile in professional life. Accordingly, there is a wide range of potential career fields such as marketing, sales, key account management, product management. Market Research, Corporate Strategy, Strategic Communication & Social Media, Customer Relationship Management, Client Consulting in Advertising Agencies, Entrepreneurship & Innovation, Executive Assistance, Consulting & Training and Business Development.

Major Strategic and Market-oriented Management

The Major "Strategic and Market-oriented Management" comprises a total of 14 semester hours (24 ECTS) and consists of six courses as well as the written subject examination. In addition, a Bachelor Seminar is offered in which you develop your Bachelor Thesis step by step:

Details on each course can be found in the KUSSS, opens an external URL in a new window, opens an external URL in a new window or Study Guide, opens an external URL in a new window, opens an external URL in a new window.

Please note that some courses build on each other and therefore a mixture of Strategy-oriented and Marketing-oriented courses is not possible.

This concerns the following seminars:         

• SE Applied Strategic and Market-oriented Management
• SE Strategic and Market-oriented Management: Research & Theory
• Bachelorseminar Strategic and Market-oriented Management

You decide - depending on your preferences - whether you want to focus more on Strategic Management or Market-oriented Management. Therefore, please only take courses offered by either the Institute of Strategic Management or the Institute for Retailing, Sales and Marketing. This decision also determines the institute where your Bachelor Thesis will be supervised.

Minor "Strategic and Market-Oriented Management"

You can also choose "Strategic and Market-Oriented Management" as a Minor. This comprises 8 semester hours and consists of two foundation and two advanced courses.

Details on each course can be found in the KUSSS, opens an external URL in a new window, opens an external URL in a new window or Student Handbook., opens an external URL in a new window

The subject exam for the Strategic and Market-Oriented Management major is held as a closed-book, face-to-face exam. The subject exam lasts two hours and includes seven open questions from which you must select and answer six questions.

Details about the exam literature can be found here.

Registration for the subject examination can only be done via KUSSS (please note the respective deadlines). You can find information about this and the examination dates here:

https://www.jku.at/studium/studierende/pruefungsinformation/pruefungstermine/