Strategische Unternehmensführung

This course is taught in German.

The field of strategic management is of equal importance for both practice and business theory. Dealing with the strategic aspects of corporate management seems not only attractive, but also necessary. Long-term survival on the market and the sustainable achievement of competitive advantages are generally not primarily attributable to indicators such as the size or age of a company, but rather to its successful strategies. The development and implementation of strategies are therefore key tasks for the management of companies.

In order to create a broad and comprehensible basis for understanding strategic management, this lecture will first explain important basic terms and the purpose of strategic management. In addition, the influence of the current COVID-19 pandemic and the war in Ukraine on strategy development will be discussed. A process model of strategic management is then presented and its key phases discussed in detail. Important tools and decision-making aids for strategic management (e.g. industry structure analysis and business model analysis) will be presented and illustrated using specific practical examples. The event will also focus on the discussion of viable strategies in global competition, the investigation of the influence of digitalization on strategy development and the associated analysis of digital platform strategies as well as the investigation of the responsibility of internationally active companies for sustainable development.

The lecture “Strategic Corporate Management” covers the following topics in detail:

1. Introduction

1.1 Purpose and Areas of Responsibility of Strategic Management

1.2 Definition of Terms

1.3 Digitalization and the Innovator's Dilemma

1.4 Areas of Research in Strategic Management

2. A Concept of Strategic Management

2.1 Overview of the Concept

2.2 Formulating the Vision and Setting Strategic Goals

2.3 Segmentation of the Business

2.4 Strategic Analysis as a Prerequisite for Formulating Strategies

2.5 Strategy Definition

2.6 Strategy Implementation and Strategic Control

2.7 Strategic Management and Ethical Reflection

3. Outlook

The aim of the lecture is to give students an insight into the research field of strategic management. They should also be able to apply the content they have learned to specific practical problems and independently analyze strategic decisions made by companies. Students also recognize the need to deal with the consequences of current developments, such as the COVID-19 pandemic or the war in Ukraine, as well as digitalization for strategy development in companies. Through numerous practical examples, students gain a deeper insight into the current strategic problem areas and challenges facing companies.

The course consists of a lecture and a tutorial and is held in a hybrid format. This means that the course contains digital and presentational elements.

Lectures are taught completely digitally and largely asynchronously. This means that the content of the lectures is made available in the form of videos on Universität Hamburg's central media platform (Lecture2Go) and can be accessed by students at a time of their choosing.

Important: However, three lecture dates in the semester will take place synchronously and in the form of a live Zoom meeting. The dates are at the beginning, middle and end of the semester to enable a personal introduction of the lecturers and a direct exchange with the course participants. During the synchronous Zoom meetings, students have the opportunity to discuss questions about the lecture and tutorials.

The synchronous dates of the lecture will take place on the following dates:

Tuesday, October 18, 2022 from 8:15 - 9:45 a.m,
Tuesday, December 06, 2022 from 8:15 - 9:45 a.m,
Tuesday, January 24, 2023 from 8:15 - 9:45 am.

The course description contains all the information about the course. Please read it carefully! You will also find all the dates and the Zoom link that we use for synchronous events throughout the semester.

The tutorials will take place weekly in the rooms VMP 9 S28 (Wednesdays) and VMP 9 B136 (Thursdays).
Please note: The tutorials aim to deepen the subject areas of the lecture and to transfer the theories of strategic management to practical examples of companies. The tutorials have a duration of 2 SWS. They are an essential part of the course “Strategic Management” and serve in particular as preparation for the take-home exam.

Further details on the organization of the event can be found in the course description (see materials at STiNE).

The importance of self-study and literature work:

Students have individual responsibility for their learning success, which depends on their personal commitment. Course participants are therefore strongly advised to follow the lectures closely and to invest time in self-study and literature work for the subject “Strategic Management”. The content discussed in the lectures should be prepared and followed up using the textbook mentioned below and other recommended literature sources. The tutorial creates space to deepen what has been learned by applying it independently to tutorials. This opportunity should also be used urgently with a view to the exam.

The content and structure of the lecture is closely based on the following textbook:

Kreikebaum, Hartmut/Gilbert, Dirk Ulrich/Behnam, Michael (2018): Strategisches Management, 8. überarbeitete Auflage, Stuttgart.

Print:
ISBN 978-3-17-031111-4

E-Book-Formate:
pdf: ISBN 978-3-17-031112-1
epub: ISBN 978-3-17-031113-8
mobi: ISBN 978-3-17-031114-5

With regard to the basic texts, the 7th edition (2011) of the above-mentioned textbook can also be used as an alternative for in-depth study.

TAKE HOME EXAM:

Bearbeitungsdauer: 1 voller Tag, bis nächsten Tag 23:59

Processing time: 1 full day, until 23:59 the next day
Processing period:
10.02.2023, 12:30 - 11.02.2023, 23:59

Please note the information provided by the examiner on the issue and submission of the examination tasks. This will be communicated to you during the semester, at the earliest after the end of the re-registration period.