Foundations of Business Administration 2

This lecture covers the fundamentals of

Innovation management (Prof. Henkel)
-Strategy
-Innovation: Markets
-Innovation: Organisation

Marketing (Prof. Königstorfer)
-Fundamentals of marketing
-Market segmentation
-Brand management

Entrepreneurship (Prof. Alexy)
- Founding: myth and reality
- How do founders tick?
- Business models

Production management (Prof. Grunow)
-Strategic planning of production networks
-Design of production systems
-Production scheduling

Upon successful completion of this module, students will be able to remember, distinguish and evaluate topics in innovation management, marketing, logistics, and production management.

Fundamentals in business administration 1 (minor)

The module is designed in the form of a lecture, on which the theoretical contents are taught. Moreover, individual aspects and applications will be discussed with the students by asking open-ended questions. Thus they learn to distinguish the subjects from each other and are able to evaluate the methods with regard to their use in each case.

Use of presentation slides (PowerPoint). The presentation slides include theoretical content and questions that additionally stimulate the understanding of the contents.

Ceccagnoli, M., & Rothaermel, F. T. (2008). Appropriating the Returns from Innovation. In G. D. Libecap & M. Thursby (Eds.), Advances in the Study of Entrepreneurship, Innovation, and Economic growth: Vol. 18. Technological Innovation: Generating Economic Results (Vol. 18, pp. 11–34). Elsevier/JAI. https://doi.org/10.1016/S1048-4736(07)00001-X
Cui, T. H., Ghose, A., Halaburda, H., Iyengar, R., Pauwels, K., Sriram, S., Tucker, C., & Venkataraman, S. (2021). Informational Challenges in Omnichannel Marketing: Remedies and Future Research. Journal of Marketing, 85(1), 103–120. https://doi.org/10.1177/0022242920968810
Günther, H.‑O., & Tempelmeier, H. (2020). Supply Chain Analytics: Operations Management und Logistik.
Hauschildt, J., & Kirchmann, E. (2001). Teamwork for Innovation – the ‘Troika’ of Promotors. R&D Management, 31(1), 41–49. https://doi.org/10.1111/1467-9310.00195
Homburg, C. (2017). Marketingmanagement: Strategie - Instrumente - Umsetzung - Unternehmensführung (6., überarbeitete und erweiterte Auflage). Springer Gabler. https://doi.org/10.1007/978-3-658-13656-7, Kapitel 1, S. 1-21
Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. Wiley&Sons. (The TUM library has electronic + paper copies!)
Thommen, J.‑P., Achleitner, A.‑K., Gilbert, D. U., Hachmeister, D., Jarchow, S., & Kaiser, G. (2020). Allgemeine Betriebswirtschaftslehre: Umfassende Einführung aus managementorientierter Sicht (9., vollständig überarbeitete Auflage). Lehrbuch. Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-27246-3, Teil 10, Kapitel 4

The grading is based on a written exam (60 minutes). The questions in the written exam asses the learning outcomes. By answering multiple choice questions students have to show that they can remember, distinguish and evaluate the content of the lectures in innovation management, marketing, logistics, and production management. As the content of this module includes the imparting of basic knowledge in business economics, the workload for students covers 3 ECTS.