Business - Hochschule Augsburg

Transcription

Hochschule
AugsburgUniversity of
Applied Sciences
Business
Winter semester
2015/16
Sought-after
personalities
Faculty of Business
newsletter
Human Resources:
Best agers
Logistics:
Industry 4.0
En
gl
is
h
ve
rs
io
n
Marketing:
Data-driven
www.de.ey.com/karriere
#BuildersWanted
„EY“ und „wir“ beziehen sich auf alle deutschen Mitgliedsunternehmen von Ernst & Young Global Limited, einer Gesellschaft mit beschränkter Haftung nach englischem Recht. ED None.
So müsste er
aussehen: unser
Firmenwagen
für Einsteiger.
3
Welcome
Prof. Dr. Michael Feucht, Dean
Dear students, prospective students,
alumni, friends, sponsors and partners
of our Faculty of Business,
A
t the beginning of the winter
semester 2014/2015, 2.7 million
students – more than ever before
– were registered at German universities.
According to current forecasts, this
number could be even higher in winter
semester 2015/2016. The reasons for this
are manifold. For one thing, admittance
to universities has been simplified in
all German states. This means that, for
the past number of years, applicants
with vocational qualifications have been
permitted to take up an academic study
course without having completed their
Abitur. In addition, the unemployment rate
among university graduates continues
to be lower than that of the general
population, so that “investment” in higher
education remains attractive. And, not
least, the diverse range of study courses
through the English language attracts
highly qualified applicants from outside of
Germany. Along with the United Kingdom
and the USA, Germany is considered one
of the most attractive places to study in
the world.
Nevertheless, we should be under
no illusions: official certification of a
completed Bachelor or Master degree in
a business subject is no guarantee of a
successful management career. The skills
obtained during study are of fundamental
importance to professional success.
In today’s global and increasingly
complex economy, the expectations of
potential employers regarding linguistic,
mathematical, analytical, technical and
personal skills are extremely high.
However, due to the increasingly
heterogeneous educational backgrounds
of our students, it is not always easy to
meet these expectations. Of course,
we are committed to preparing our
students in the best possible way for a
future leadership role in the economy
and society. This is the quality standard
of our curriculum. But we know that
technical know-how alone is not enough.
Those who wish to be successful must
stay curious, continuously acquire new
knowledge, and search for creative
solutions. We will continue to place high
requirements on our students, but we
also offer supporting lectures, tutorials
and guided study groups, for example the
“public maths room”. These are intended
to help students to compensate for
possible deficits in their school education.
At the same time, we want to enable our
best students to stand out with additional
accomplishments and a special level of
dedication.
Our study courses are subject to a
continuous improvement process. Since
the introduction of the Bachelor degree
programme, we have continued to adapt
the curriculum and, in summer 2015, we
even created plans for a fundamental
reform of the Business Administration
and International Management Bachelor
courses, scheduled to take effect by
winter semester 2016/2017. This edition
contains a number of key points of this
reform.
I hope you enjoy reading our faculty
newsletter. If you know somebody who
is interested in receiving a free copy
of gP Business in English or German,
please send the name and address to
[email protected].
I would like to extend my sincere thanks
to our advertising partners for their kind
support of gP Business.
Yours, Prof. Dr. Michael Feucht, Dean
TITLE PICTURE
Alumnus Christian Gebler
President
Talente für die Region e. V.
4
News
N E W TO T H E T E A M :
P R O F. D R . H A R I E T K Ö S T N E R
Following the
retirement of Prof.
Dr. Gerhard Riegl,
the marketing
team is once
again complete.
Dr. Hariet Köstner
was appointed
professor of
“General Business
Prof. Dr. Hariet Köstner
Administration
with a Focus on
Empirical Market Research” on 1 September, 2015. She now teaches Marketing
Management in cooperation with Prof. Dr.
habil. Klaus Kellner and Prof. Dr. Manfred
Uhl. Prof. Dr. Hariet Köstner studied at
the Friedrich-Alexander University Erlangen-Nuremberg and received her doctorate
on the comparison of econometric models
for estimating market shares at the Chair
of Statistics and Econometrics. She spent
around 15 years working in various market
research institutes, including Information
Resources GmbH and ForschungsWerk
GmbH. She also lectured in Nuremberg
and at the universities of applied sciences in
Pforzheim and Nuertingen. Prof. Dr. Köstner
is married with three children.
FA R E W E L L :
P R O F. D R . W O L F G A N G W I R T H R E T I R E S
Over the years,
he has given
valuable advice
to thousands of
students. Prof.
Dr. Wolfgang
Wirth retired
in July 2015.
The Professor
of Finance,
Prof. Dr. Wolfgang Wirth
Accounting
and Company
Management was an important figure
in the development of the Faculty of
Business for over 20 years. Striking a
balance between theory and practice
was always a priority for him. After
completing his studies, he spent five
years working as a research assistant at
the Chair of Company Management and
Organisation before starting at Augsburg
University of Applied Sciences. He
then spent 14 years occupying various
positions in the fields of controlling
and strategic planning at Siemens AG.
He not only shared his knowledge and
competence in undergraduate lectures,
but also never failed to convey up-to-date
and profound knowledge in the Financial
Management and Controlling advanced
modules. Furthermore, he was involved in
many practical projects with companies
and supervised countless theses. It is not
only the work of the examination board
that people associate with the name
Wirth. Over the past 15 years, students
looking for advice on their studies or
organisational issues were always in
good hands with Prof. Dr. Wolfgang
Wirth. As faculty academic advisor, he
was also a popular psychologist among
students who often turned to him for
fatherly advice in times of personal
crisis. Prof. Dr. Wolfgang Wirth has
enriched the programme for continuing
education at the faculty and thanks to his
dedication, our customers have always
received top grades. He always valued
active and collegial cooperation with
other faculties. Even future architects and
engineers benefitted from his knowledge.
His enthusiasm for both the field and for
people was unabated, making him an
excellent professor.
N E W T O T H E T E A M : M A S T E R S T U D E N T S P H I L I P P G R U B E R A N D S T E FA N R O C K I N G E R
Some of the Master of Applied Research
(MAPR) students are students seeking
to do a Master programme after finishing
their Bachelor programme. Others are
research students from the Optimisation
and Operations Management research
group. The programme, which combines
both teaching and research, welcomes
two new students. Philipp Gruber
completed his Bachelor studies in
Business Administration at Augsburg
University of Applied Sciences and The
Hague University. He wrote his thesis
on performance controlling in contract
logistics with DB Schenker. This is also
in line with his new research focus area:
logistics controlling. Stefan Rockinger
completed his Bachelor studies in
International Management at Augsburg
University of Applied Sciences in March
2015 with excellent grades. The Bavarian
Elite Academy scholar is also the founder
and shareholder of a gift company with
its own production facilities. His research
focus area will be logistical challenges for
start-up companies.
Philipp Gruber (right) and Stefan Rockinger
5
FA R E W E L L :
P R O F. D R . C H R I S T I A N L E B R E N Z L E A V E S F O R K O B L E N Z
During his 13
years at Augsburg
University of
Applied Sciences,
Prof. Dr. Christian
Lebrenz focused
on setting up
new projects
and improving
already existing
Prof. Dr. Christian Lebrenz ones. He actively
contributed to a
dynamic phase at the Faculty of Business.
After completing his studies of economics
in London and Sapporo, and receiving his
doctorate in Albuquerque, New Mexico,
the native of Hildesheim occupied various
positions at Deutsche Post AG and
Deutsche Post Direkt GmbH in Bonn.
In 2002 he was appointed Professor of
International Management at Augsburg
University of Applied Sciences and started
teaching Business and International
Management in the “Diplom” degree
programmes. His subject areas ranged
from strategic management, through
intercultural management to personnel
topics, which gradually became his area
of expertise. The Bologna reform with
the changeover to Bachelor and Master
degree programmes called for some
new ideas. Prof. Dr. Lebrenz designed
advanced modules and helped to develop
the new study and examination regulations.
The Human Resource Management
Master programme was developed shortly
after this. In collaboration with electrical
engineering colleagues, he set up the
International Business Administration and
Engineering Bachelor programme and
designed a concept for an internationally
recognised Master programme for the
management of medium-sized companies.
Committee work was always important to
him – the faculty council, the examination
board and the appointment commission.
He also made a valuable contribution to
other faculties. He taught at the Faculty of
Design and gave courses in Technology
Management. Prof. Dr. Christian Lebrenz
took up his position at Koblenz University
of Applied Sciences on 1 September, 2015
where he will teach International Human
Resource Management.
H O N O R A R Y M E M B E R S H I P F O R W A LT E R M Ü C K E
Adjunct lecturers, with their high level of
commitment and competence, make a
significant contribution to teaching at the
Faculty of Business. In July, one of our adjunct lecturers said farewell. For age-related
reasons, Walter Mücke left his position in
the Marketing field of expertise. He was one
of the first teachers to teach through the
medium of English and always incorporated
his extensive professional experience in the
field of international marketing management
into his teaching. He organised countless
excursions, arranged contact persons for
students, helped them to find jobs, and
particularly flourished when students of
different nationalities attended his classes.
During his 13 years at Augsburg University
of Applied Sciences, Walter Mücke acted
as supervisor for over 100 theses. Due to
his outstanding commitment to studies and
teaching, the President of Augsburg University of Applied Sciences, Prof. Dr.-Ing. Dr.
h.c. Hans-Eberhard Schurk,
presented Walter
Mücke with a certificate of honorary
membership. The
members of the
Faculty of Business all gathered
together to make
their farewells.
Walter Mücke
E X PA N D I N G R E S E A R C H : K M U L B E C O M E S H S A O P S
Students, research assistants and
professors have been
learning, teaching and
researching in the Materials
Science and Logistics
field of expertise (KMuL)
for many years now. One
of their findings is that the
optimisation of company-internal and crosscompany business processes
is becoming extremely
important. The Materials
Science and Logistics field
of expertise is, therefore,
expanding its field of activity
to include production topics,
and will become the Optimisation and
Operations research group of Augsburg
University of Applied Sciences (HSAops).
This forms a further research team in
addition to the Experts in IT Security
and Digital Forensics (HSAsec), and the
Networking Group (HSAnet).
Information: www.hsaops.org
6
News
HANS-BENEDIKT PRIZE FOR SOCIAL COMMITMENT
Eleven students from the Faculty of
Business are among this year’s recipients
of the Hans-Benedikt Prize for outstanding
social commitment. The former president
of the university, Prof. Dr. h.c. Hans
Benedikt, set up the foundation in 2012.
During the summer semester, the students
were involved in a not-for-profit marketing
project to develop a communication
strategy to help integrate refugees (for
DA A D AWA R D F O R
O U T S TA N D I N G A C H I E V E M E N T S
Fanny Máté
This year, the prize of € 1,000 from
the German Academic Exchange
Service (DAAD) was awarded to Fanny
Máté. The Hungarian student of the
International Business and Finance
Master programme not only performed
excellently in her classes at Augsburg
University of Applied Sciences, but
also studied abroad at the renowned
Shanghai University of Finance and
Economics where she passed her
exams with flying colours. Fanny Máté
previously completed her Bachelor
double degree at Regensburg University
of Applied Sciences and at La Rochelle
Business School in France. Her
courteous manner and the fact that she
integrates easily into new environments
made her more than suitable for this
DAAD award.
more information, see the report in this
newsletter). They received their certificate
on 6 October, 2015 along with a prize of
€ 500 during the Dies Academicus.
Prize winners: Adrian Rief, Lukas Dillinger, Julia
Falger, Omar Nouga, Bernadette Zierer, Valeriya
Goldina, Liliane Jäger and Vanessa Kronwitter
(fr. l. to r.). Not in photograph: Diana Weidmann,
Lisa Haimerl and Tobias Schenk.
M A ST E R D E G R E E P R O G R A M M E S : I N C R E A S I N G N U M B E R O F A P P L I C A N TS
Graduates from a wide variety of disciplines
have shown an interest in the Human
Resource Management (PMG) Master
programme. Bachelor degrees from universities or universities of applied sciences in
business administration or tourism are just
as well represented as degrees in social
studies, health management, business
education and business psychology. From
the 210 applicants, of which 10 percent
were from other countries, 90 made it as
far as the personal selection interviews.
The result: 36 up-and-coming personnel
experts secured a place and 28 started in
the new academic year on 1 October. What
is special about this degree programme is
that the Board of Advisors has representatives from well-known companies, ensuring
a close connection to the operational issues
of personnel management.
There were more than 300 applicants for
the International Business and Finance
(IBF) Master programme, which is expected to be reformed soon. Master students
usually spend their second semester
abroad. However, if students come from
non-European countries, it makes more
sense for them to spend the second
semester in Augsburg. And this is exactly
what they do now. This new structure was
welcomed from the word go. During this
semester at Augsburg University of Applied
Sciences, the foreign students can benefit
from valuable teaching content, intercultural
exchanges and, last but not least, from an
insight into life and work in Germany.
80 applications were received for the
MA Tax and Accounting (SR) degree
programme. 12 students made the final cut
and started in winter semester 2015/16.
This Master programme, which is offered
in cooperation with Ingolstadt University
of Applied Sciences, therefore continues
for yet another year. The programme has
been accredited since March 2015. Along
with the other degree programmes, it has
been awarded an ACQUIN external quality
seal. New: The field of accounting will be
expanded in the future. This means that the
requests made by appraisers will be fulfilled.
The Marketing/Sales/Media (MVM)
Master programme, offered in cooperation
with the THI Business School in Ingolstadt,
is breaking one record after another. We
received over 700 applicants for only 30
places in the winter semester of 2015/16.
The Ministry of Education, Science and the
Arts has now awarded the programme a
Memorandum of Understanding for an unlimited period. This also confirms the success
of Augsburg University of Applied Sciences’
concept, the implementation of this concept
and its collaboration with TH Ingolstadt.
Information: Profs. Dr. Regnet (PMG), Dr.
Feix (IBF), Dr. Kafadar (SR) and Dr. Uhl
(MVM)
7
B A C H E LO R D E G R E E P R O G R A M M E S :
N EW P R O G RAM M E STR U CTU R E S
The Business Administration and
International Management Bachelor
degree programmes are being
restructured. After several months of
preparation under the leadership of
Michael Hartmann Ph.D., members of
the Faculty of Business decided on a
new basic structure during the summer
conference in Walting in July 2015.
There were several different reasons for
this development. First of all, valuable
experience was gained after eight years
of running the course. Secondly, the latest
academic findings and changed economic
expectations should be taken into account.
Thirdly, the new regulatory framework of
the German Accreditation Council and
new cross-country structural guidelines
called for adjustments to our programmes.
After drawing up a draft for the basic
structure, specific aspects of individual
study modules were examined. In the final
stages, the basic structure and the study
modules will be entered in the study and
examination regulations and submitted
to the Faculty Council, the Senate and
the University Council. The new study
structure is expected to come into effect in
the winter semester of 2016/17. The main
advantages of the new study structure
are as follows: up-to-date study content,
improved study processes, a closer alignment of theoretical content with business
application areas, and an accreditation of
5 ECTS credits to all modules.
Information: Prof. Dr. Feucht
Training
IN-HOUSE SEMINARS
In the battle to find suitable qualified
employees, lifelong learning is
becoming more and more important.
Companies need to stay on the ball,
recognise trends and make the right
decisions. As a strategic partner of the
regional economy, Augsburg University
of Applied Sciences offers support in
this area, for example with the Faculty of
Business’s training programme.
Contact partner regarding all courses
in the Faculty of Business’s training
programme:
Prof. Dr. Erika Regnet,
Tel.: 0821/5586-2921 or -2917,
weiterbildung.wirtschaft@
hs-augsburg.de
More information under
www.hs-augsburg.de/en,
category “Networking”.
The in-house training programme of the
Faculty of Business offers the following
vocational, compact, and scientifically
sound content for specialist and
management staff:
• Up-to-date business know-how
from all areas of management and
economic law
• Targeted consolidation of special
topics
• Management seminars
• Training on social and intercultural
skills.
C E R T I F I C AT E C O U R S E S
The modular structure of our certificate
courses offers a high level of flexibility
for companies. Participants of specific
topic modules receive a certificate of
attendance. On successful completion
of all course modules, Augsburg
University of Applied Sciences issues
a certificate. Participants also have
the option of completing an exam and
an assignment to receive a graded
certificate from the university in
accordance with the internationally
recognised ECTS system.
The certificate course in Marketing,
Sales and Customer Management is
new to the programme. It is offered in
the form of ten modules over one to two
days each, and runs until March 2016.
The certificate courses in controlling for
specialist and management staff who
wish to consolidate their knowledge, as
well as the certificate courses in product management for junior executives
and managers working in sales, product
management, marketing and R&D,
began in October 2015.
Tip:
Take advantage of these
university-level educational opportunities. For further information, contact Prof. Dr. Erika Regnet, tel.:
0821/5586-2921 or -2917, weiterbildung.
[email protected] or at www.
hs-augsburg.de/fakultaet/
wirtschaft/inhouse_firmense-minare/index.html
8
Practice
A N N I V E R S A R Y : 2 5 T H P Y R A M I D C A R E E R S FA I R
There is no other event at the
university like the Pyramid careers
fair to attract so many visitors and
companies. It took place for the 25th
time on 13 May, 2015. The slogan of
the event was “Theory and practice
– joining forces for success”. Over
170 companies and organisations
presented themselves at the Rotes
Tor campus. All rooms with exhibition
The student Pyramid board members with their
mentors Prof. Dr. habil. Klaus Kellner (middle) and
Prof. Dr. Wilhelm Liebhart (right)
walls and consultation stands were
used to their full capacity. It’s no
wonder that Pyramid is an excellent
regional networking opportunity that
offers optimum publicity. It is also
worth taking a look behind the scenes
as it is students who plan, organise
and run Pyramid. Prof. Dr. habil. Klaus
Kellner, who has been supervising the
project for many years now, gave the
following statement at the anniversary
event: “Our Pyramid team of around
100 students has shown outstanding
commitment to the project. I would like
to express my particular gratitude to
our seven student board members who
worked together as an excellent team
and networked very successfully with
both internal and external participants.”
Information: Prof. Dr. habil. Kellner
With the slogan “More net from gross”, 15
students of Prof. Dr. Hans Herrler (right) analysed
the various methods for optimising remuneration
such as reimbursement of travel expenses, health
promotion, and food and petrol vouchers. Tax office
representatives from all over Swabia attended the
final presentation.
E XC U R S I O N F O R MAR K ETI N G / SALE S / M E D IA MASTE R STU D E NTS
This excursion is already a tradition and
has become one of the highlights of the
Marketing/Sales/Media (MVM) Master
programme. Challenging discussions
and exclusive company contacts
were on the agenda. After previous
excursions to the media hotspots of
Hamburg and Cologne/Düsseldorf,
selected companies from the Munich/
Augsburg area were on the agenda this
time. At Random House, the Master
students discussed, for example, the
digital strategy of Bertelsmann. They
discovered interesting facts about the
brand management of cigarette brands
at Philipp Morris where they we were
reunited with the MVM alumna Lydia Ott.
The Sixt employer branding manager
and several colleagues presented the
wide range of customer communication
strategies implemented at the renowned
car rental company. The Serviceplan
Group used specific projects to portray
its extensive agency-related knowledge.
At Scout 24, students discovered firsthand the diversity of online marketing.
There was also another stop off in
Augsburg: Simone Böck, alumna
of Augsburg University of Applied
Sciences, and other PR and marketing
experts gave an insight into the work
of an internationally active real estate
investment company. Planning is already
underway for the next MVM excursion in
April 2016 when students will head to
the Rhine-Main region.
Information: Prof. Dr. Uhl
Dr. Götz-Achim Riek (back left), adjunct lecturer
and news editor at Bayerischer Rundfunk, offered
the participants of his seminar “Writing like
experts” an exclusive insight into the b5 aktuell
studios. The students saw first-hand how radio
is produced and discussed current issues in the
news industry.
Students of Prof. Dr. Manfred Uhl’s advanced
module “International Marketing Communciation”
went on an excursion to HILTI in Kaufering – a
tool specialist that is active in over 120 countries.
Following specialist discussions on brand
management at HILTI, students put on work
clothing and started drilling.
9
B R A N D A D V I C E F O R T H E H A U S D E R B AY E R I S C H E N G E S C H I C H T E
The employees at the Haus der
Bayerischen Geschichte (House
of Bavarian History) are absolute
professionals and passionate academics.
The national exhibitions depicting scenes
from Bavarian
history regularly
cast a spell
over umpteen
thousands of
visitors. A further
highlight awaits
in 2018: the museum of Bavarian history
in Regensburg. What remains unknown
to many people is that the “Haus der
Bayerischen Geschichte” institution is
based in Augsburg and is anything but
a museum. It is just an ordinary office in
an office block. This causes confusion
about the HdBG entity. On top of this, the
beautiful new building in Regensburg is a
real “house” of Bavarian history. This was
reason enough to put the identity, brand
architecture and name of the museum
and institution to the test.
The head of communications at
HdBG, Natascha Zödi-Schmidt,
got together with the director of the
house, Dr. Richard Loibl, to create a
draft of their goal and brand identity.
After all, all service providers for
communicative measures relating to the
new museum in Regensburg will require
clear guidelines. Augsburg University
of Applied Sciences was appointed
project partner of this prestigious
establishment. Prof. Dr. Manfred Uhl
and Thomas Hauser, adjunct lecturer
at the Faculty of Business, took on the
task. The partners worked together to
quickly draw up a project plan. They
recorded all communication instruments
used up until now, conducted numerous
interviews, held joint workshops and
finally, all participants collaborated
to decide on a brand identity that
successfully represents the HdBG entity.
This approach and the resulting model
then became the basis for all further
communicative strategies.
Students with in-depth marketing
knowledge were also expected to
benefit from this challenging task.
The teachers took students Irina
Becker, Valentina Mercedes Projer
and Matthias Heckel on board. They
meticulously documented the expert
interviews, skilfully collaborated to draft
a brand identity and gained valuable
experience as junior advisors during the
presentation of the results. Prof. Ludwig
John from the Faculty of Design also
offered additional support to the project.
In the usability lab, he measured the
effectiveness of the posters used up
until now and offered suggestions for
optimisation measures.
EY AU D IT C HALLE N G E:
REGIONAL WINNERS
Successful completion of series of lectures
on “Intensive marketing” for members of the
Augsburg Marketing Club and interested parties.
The head of the MCA and the presenters were
delighted with the popularity of the series: the
Executive Board of the Augsburg Marketing Club
Matthias Riedle, Prof. Dr. Gerhard Riegl, Head
of Public Relations Ursula Brandhorst-Friedrich,
MCA President Florian Möckel, Prof. Dr. Manfred
Uhl and Dr. Bernd W. Dornach (fr. r. to l.).
In 2013 they won bronze, in 2014 silver.
Would 2015 be the year of victory?
Students from Augsburg University of
Applied Sciences took the pressure
to succeed in their stride and actually
went on to win the first prize at the
regional competitions of the EY Audit
Challenge. EY is one of the largest
auditing companies in the world. The
global player regularly hosts Audit
Challenge, which is a competition for upand-coming talents. Student teams work
on assurance case studies from the
fields of auditing and accounting. There
are a total of three rounds. The first
round takes place at the university. The
regional competition is the second round
and then the top students compete in
the final.
Marina Jendrysik, Vanessa
Kronwitter, Bernadette Zierer,
Sandra Izzo and Florian Seufert
– all students of the advanced
module “International Accounting”
demonstrated their expert knowledge
and relegated all other teams, even their
comrades from Augsburg University
of Applied Sciences. This was the
very first regional victory for a team
from Augsburg University of Applied
Sciences. Unfortunately they were
defeated by tough competition at the
final in Berlin.
Information: Prof. Dr. Kafadar
10
Practice
S E C R ETS O F TH E E X P E RTS
What goes on behind the scenes at the
Schufa? Is there any future for good old
life insurance? What does body language
reveal? 18 students discussed these issues
and more with top-of-the-range guests and
their professors of finance Dr. Wolfgang
Wirth and Dr. Michael Feucht in Hotel am
Badersee. The weekend seminar in Grainau
took place for the ninth time and welcomed
an exclusive circle of guests. Only students
with exceptional grades in the compulsory
finance lecture of the third semester had
the honour of receiving an invitation from
the Bavarian Cooperative Federation
(Genossenschaftsverband) to visit this
noble residence at the foot of the Zugspitze.
Gaston Volk revealed the “Secrets of the
SCHUFA” and explained the significant
influence daily consumer behaviour
has on creditworthiness. Dr. Thomas
Wiesemann, Sales Director of Allianz
Lebensversicherungs-AG, spoke about
the company’s flagship product in times
of persistently low interest rates. Manfred
Eder, Head of the Creditworthiness and
Bonds Division at the German Central Bank
in Munich, outlined the latest developments
in European monetary policy. He also
gave first-hand career advice. Georg
Straub spoke of his career path, starting
out as a graduate of Kempten University
B R I G HT P R O S P E CTS:
F I NAN C I N G M O D E LS F O R
S O LAR P R OJ E CTS
Manfred Eder, Deutsche Bundesbank, and Rainer
Schaidnagel from the Bavarian Cooperative
Federation.
of Applied Sciences and ending up as a
member of the board of directors at the
Volksbank Lindenberg. Monika Matschnig,
an internationally renowned management
trainer, gave the students an enlightening
insight into the world of body language.
Conclusion: The two days were filled with
valuable findings and interesting discussions with the best possible atmosphere
and splendid hosts. Peter Ferner, Regional
Director of the Bavarian Cooperative Foundation prepared the weekend and Rainer
Schaidnagel, Vice President of the Bavarian Cooperative Foundation, once again
skilfully moderated the programme.
Tip: If you want take part on 23 and 24
April 2016, aim for a top grade in “Finance
and Investment” or “Multinational Business
Finance and Investment”.
Information: Prof. Dr. Feucht
S E E I T W I T H YO U R OW N E Y E S : P R O P E R T Y TO U R
An Exposé is one thing,
seeing the real property is
quite another. This is why a
“Property Tour” in Munich was organised
for students of the advanced module
“Real Estate Management”. Together
with experts from PATRIZIA Immobilien
AG and Prof. Dr. Georg Erdmann, they
visited real estate projects and chatted
to experts about the trends in the
German and Munich real estate markets.
Their visit to one of the most important
construction projects in
Munich at present – the
former Siemens site
in Hofmannstraße – was particularly
impressive. It consists of a residential
and business complex on an area of over
65,000 square metres. They ended the
day with a BBQ where students had the
opportunity to learn about the entry-level
and career opportunities in this sector in a
relaxed environment.
Information: Prof. Dr. Erdmann
Photovoltaic systems and wind turbines
are no longer exotic. Facilities for
producing energy from renewable
resources are now part of urban and rural
landscapes, and have become visible
signs of an energy revolution. While
the reconstruction of Germany’s power
generation system has many ecological
benefits, there are also complex technical
challenges to be faced. Participants of the
seminar “Project Financing: Financing of
a Solar Park”, offered by Prof. Dr. Maria
Lehner,
were eager
to gain an
insight into
the sector
and, therefore, got hold of tickets for
Intersolar in Munich. With 38,000
visitors, it is the largest solar industry
fair in Europe. During two presentations
from the Intersolar Study Program,
the students were given an extensive
overview of the sector. Carsten Körnig,
Managing Director of the German Solar
Association outlined general trends in
the solar market. Dr. Winfried Hoffmann,
owner of the consulting company Applied
Solar Expertise, presented the storage
technologies of the future.
The students then entered the hustle and
bustle of the fair. Module and inverter
manufacturers, banks, and project
developers presented a wide variety of
products and services. The students
were in for a real treat at the BayernLB
stand. Sebastian Schmädicke from
the Structured Finance/Project Finance
EMEA department took the time to
chat to the students about the financing
models of solar projects, the development
of the regulatory environment, auction
procedures and the promotion of
renewable energies in Bavaria.
Information: Prof. Dr. Maria Lehner
11
N O T- F O R - P R O F I T M A R K E T I N G :
“CHANGE OF PERSPECTIVE” REFUGEE PROJECT
According to statistics from the UN
Refugee Agency (UNHCR), over 50
million people worldwide fled their home
countries in 2015. This posed significant
challenges for local
refugee workers.
In the summer
semester of 2015,
eleven students
from Augsburg
University of Applied
Sciences and the Haaga-Helia University
in Helsinki, Finland analysed the
integration of refugees. They came to
the conclusion that integration requires
acceptance, and acceptance requires
dialogue.
Figures, data and facts formed the
foundation of the students’ research.
They conducted interviews with experts
such as representatives from Augsburg
city, the “Grandhotel Cosmopolis”
integration project, the main editorial
office of the Augsburger Allgemeine
newspaper, and with volunteers. The
Bavarian Red Cross proved to be an
important partner. Thanks to support
from Brigitte Meyer (Vice President),
Leonhard Stärk (Regional Manager)
and Irene Marsfelden (Head of Social
Work), the students gained an in-depth
insight into both the difficulties and the
success stories. A visit to a preliminary
reception centre
in Nuremberg and
discussions with
helpers and asylum
seekers gave the
students a very clear
picture of asylum
work. Key components of successful
integration were revealed: acquisition of
the German language, an understanding
of customs and behaviour in the new
environment, quick issuing of work
permits, help in coordinating volunteers,
appreciation and sincere dialogues.
Using these results, the project
team developed the “Change of
Perspective” as a guiding principle for
all local communication measures. We
shouldn’t feel threatened or burdened
by immigration. We should work
towards enrichment and understand
how immigrants can benefit the social
structure. We should stop perceiving
refugees as passive victims and start
to see them as people who can actively
shape our society. This formed the basis
for local communication measures, and
soon the idea for videos for specific
target groups evolved. A second
team suggested an online portal with
information on the asylum process and
links to points of contact for volunteers,
as well as a simulation game. The portal
could be used to enter the age, gender,
education level and profession. A
databank then determines a description of
the everyday life of this person in a typical
home country, in keeping with the motto
“My life in...”. Another team came up with
ideas for face-to-face meetings. The fourth
team compiled content for print media
to support the recruitment of volunteers,
and invented a game for schools and
playschools that teaches children about
the home countries of refugees.
Throughout the project, from the
planning phase right up to the
comparison of results, the team worked
in close cooperation with the HaagaHelia University in Helsinki. The students
pooled their ideas in two workshops.
Pauli Lindström looked after the Finnish
team.
S T O R I N G A N D D E L I V E R I N G : A N D R E A S S C H M I D LO G I S T I K
It is one of the most well-known
companies of the region. This comes as
no surprise as Andreas Schmid Logistik
AG employs around 1,800 people in
and around Augsburg. But not many
people know what is done behind the
scenes to ensure that the right goods
arrive in the right place at the right time.
Students of the “Logistics and Supply
Chain Management” advanced module
wanted to find out how the flow of goods
is controlled in practice. Together with
Prof. Dr. Sabine Joeris, they went on
an excursion to the logistics service
provider’s site. Herbert Robel, member
of the Executive Board, welcomed the
guests and gave them a tour to explain
the most important stations, from goods
inwards and goods outwards to the
storage halls where goods for MAN
PrimeServ, for example, are stored. If the
cargo is larger than usual, the shipping
office has to find a solution. Particularly
bulky products are even given their own
individual packaging here.
Information: Prof. Dr. Joeris
Future experts at Andreas Schmid Logistik.
12
Practice
LO G I S I T I C S S E M E S T E R S P E C I A L I S AT I O N : I N D U S T R Y 4 . 0
The term Industry 4.0 was first coined at
the Hannover Trade Fair in 2011. It has
since been a buzz word when it comes
to industrial and economic policy. But
what exactly does it mean? Even mediumsized companies are looking for clarity
to enable them to develop a convincing
strategy with concrete measures for the
digital future. The Materials Science and
Logistics field of expertise bit the bullet
and in the summer semester, it focused
on concrete issues relating to the hype
surrounding this hot topic. In seminars,
projects, excursions and rounds of talks,
students and teachers got to the bottom
of the trend. The initial results will be
published at the end of 2015 in the 4th
volume of the Augsburg Working Papers
for Materials Science and Logistics.
Practical assistance for medium-sized
companies will follow in summer 2016.
Industry 4.0 in simple terms: In the
summer semester, 13 students from
Augsburg University of Applied Sciences
took on the task of analysing the buzz
word “Industry 4.0” from different
points of view, and developed concrete
fields of activity based on the technical
applications of today and future visions.
Experts from research and industry
helped the students with their task, thus
supporting the team of Prof. Dr. Michael
Krupp and Marjan Isakovic, B.A..
They analysed various aspects of the
term, recorded the latest technological
applications and discussed future
scenarios. The students then drafted
concrete implementation guides and four
recommendations for action aimed to help
medium-sized companies on their road to
digitalisation.
Information: Marjan Isakovic, B.A
Industry 4.0 under discussion: Around
30 representatives from companies,
chambers and associations of the region
met in July 2015 at Augsburg University of
Applied Sciences to discuss the buzz word
Industry 4.0. On schedule, professors Dr.
Peter Richard, Dr. Michael Krupp and Dr.
Florian Waibel invited the representatives
to discussions at the end of the academic
year with the aim of strengthening the
link between research and teaching and
the regional economy. Viktoria Fleck and
Marjan Isakovic, research assistants in the
study and research programme “Master
of Applied Research” (MAPR), presented
the results from the semester projects and
showed examples of Industry 4.0 measures
that have already been implemented in
logistics. The Vice President of Augsburg
University of Applied Sciences and data
security expert Prof. Dr. Gordon Rohrmair
reported on the findings of the research
group for IT security and digital forensics
in relation to the risks and protective
measures of digitalisation. The logistics
experts then informed us about their future
plans, prospective research topics and
potential project work. Business processes
with digitalised information processing and
lean processes were at the core of the
discussions.
Information: Matthias Utz, B.A.
and www.hsaops.org
Industry 4.0 in action: The practical
orientation of academic findings is a
top priority for Augsburg University of
Applied Sciences. It only made sense
for students and teachers with the
semester specialisation Industry 4.0
to look for companies that already use
digitalisation in their production processes.
First example: Siemens’ electronic and
devices manufacturing plant in Amberg.
If you want to discover today what the
important elements of an intelligent factory
of tomorrow are, you will find out in the
Upper Palatinate. Around 5,000 employees
produce electronic control systems at one
of the largest Siemens sites in Bavaria.
During their visit to this plant, students first
of all learned the most important data and
facts about the plant, which already boasts
awards for “Factory of the Year” and “Best
European Factory”. Accompanied by
Dieter Hackel and Christian Lutter, they
then entered the factory where 75 percent
of all processes are already completely
digitalised. However, humans cannot be
fully replaced. The development, design
and production planning of products
require experts of flesh and blood.
Computer chips are not very useful when
it comes to unexpected incidents. Second
example: Grenzebach Maschinenbau.
This global expert in process engineering
is based in Hamlar near Donauwörth.
The Bavarian-Swabian company quickly
proved to the students that they are the
forerunners when it comes to digitalisation.
It was not only the insightful discussion
with Christian Herfert, Director Business
Development, that proved this, but also the
method used to process a concrete task
from the intralogistics sector. As a reward,
students were then offered an insight into
the future of Grenzebach products. In the
prototype cell, they discovered one of
the latest product ideas of the Swabian
innovator: a driverless transport system
that automatically brings shelves to a
picking station.
Information: Viktoria Fleck, B.A.
13
11 T H H R D AY : M A N A G E R S E T S E X A M P L E
Despite the sweltering heat on 22 July,
70 representatives from local companies
and recent graduates attended the
11th HR day. Prof. Dr. Mahena Stief
from the Faculty of Liberal Arts and
Sciences at Augsburg University of
Applied Sciences delivered the opening
presentation entitled “Leading with
emotions and values”. In a globalised
and increasingly complex working world,
managers are faced with ever-growing
challenges. Prof. Dr. Stief presented
new findings from her own research and
highlighted the significance of a “full
range of leadership”. She emphasised
so-called transformational leadership,
which is necessary for transactional
leadership with goals, feedback and
acknowledgement of achievements.
This involves intellectual simulation,
the promotion of staff members and
motivating visions. She believes that
managers must lead by example and
demonstrate the desired values and ethics
in their own work.
Thomas Thiemann, HR Development
Manager at Autoliv B.V. & Co. KG in
Dachau, held the first practice-oriented
presentation. He outlined how manager
training can support managers, junior
executives and specialists in dealing
with new challenges. A train-the-trainer
concept and new training videos proved
to be important elements of this support.
The aim was successful “Managing and
Leading in a VUCA world”. VUCA stands
for volatility, uncertainty, complexity and
ambiguity.
Dr. Margret Klinkhammer, Managing
Director of CORMENS GmbH in Munich,
spoke about mentoring managers and their
teams in relation to change processes,
and the benefits of coaching. The
depiction of difficult personal situations for
managers and employees greatly impacted
the audience. She also highlighted how
high-level managers have a particular
responsibility. It is up to these managers
to fully support the change project and
coaching processes, and to deal with any
consequences. Dr. Klinkhammer pleaded
for realistic planning of change processes:
“Change takes time.”
Information: Prof. Dr. Regnet
P R OJ E CT WO R K: B E ST AG E R S AN D TH E I R P R O F E S S I O NAL E NVI R O N M E NT
When we speak of people over the age
of 40, we often think of the term “best
agers”. There is no shortage of studies
on the consumer behaviour of this age
group. But what about their professional
environment? How do they perceive the
changed working world, performance
requirements or collaboration between
different generations? 15 students from
the Faculty of Business started a personnel
project in the summer semester in search
of answers to these questions. Under the
leadership of Prof. Dr. Erika Regnet, they
conducted online and offline surveys. They
focussed on experienced specialist and
management staff over the age of 40. Boris
Gloger Consulting GmbH from BadenBaden acted as cooperation partner.
The results proved extremely insightful.
While 15.5 percent of the respondents work
up to 39 hours per week, 31 percent work
40 to 44 hours. 32 percent regularly work
even more than 50 hours per week. The
male participants work significantly more
hours than their female counterparts. The
assumption that working time increases the
counterparts. On average, both older and
higher the position seems to correspond
younger study participants consider their
to reality. The fact that 80 percent of
employability to be good to very good.
employees in a high position work more
Almost 80 percent of respondents stated
than 44 hours a week and that 60 percent
that their employability in relation to job
work even more than 50 hours supports
requirements is very good or satisfactory.
this argument. At the same time, many of
Although this is not a representative result
the respondents would like to reduce their
for this age group, it does indicate the very
working hours in the future. Therefore, it is
high level of commitment and capability of
specialist and management staff.
not only Generation Y that is in search of
an improved work-life balance. For the over
40s, the occupation seemed
40
to be the most important
36.8
34.0
35
factor for achieving
31.0
happiness. Income and
30
career prospects were
25
21.4
the second and third
Percent
18.9
20
18.7
most important factors.
15.5
15
13.2
An interesting gender
10
difference was revealed:
8.4
Male managers have a
5
2.2
higher level of satisfaction
0
Less than
40 – 44 hrs
45 – 49 hrs 50 – 54 hrs More than
with their occupation,
40 hrs
54 hrs
income, scope and career
Current working time
Planned future working time
prospects than their female
14
Guests
E M O T I O N S A N D A LG O R I T H M S : D ATA - D R I V E N M A R K E T I N G
Digitalisation not
only changes
business models; it
can also eliminate
entire markets and
supplier structures.
Uwe Kalyta, Senior
Increasingly,
Account Director at
internet experts
Teradata Analytics
acting as lateral
entrants are
pushing out established providers. For this
reason, digital trends in online marketing
also form a significant part of the curriculum
at the Faculty of Business. The range of
topics extends from social media and
search engine marketing with SEO and
SEA, through affiliate marketing and app
marketing, all the way to analysis of the
customer journey. However, one topic
seems to shape all digital changes: big
data.
To conclude their seminar on online and
social media marketing, the two adjunct
lecturers Prof. Dr. Gerhard Riegl and
Matthias Riedle, CEO of Explido, invited
an experienced data expert to give a
presentation: Uwe Kalyta, Senior Account
Director at Teradata Analytics. Teradata, a
spin-off company of the NCR group with
11,500 employees, has been involved
in data warehousing and data-driven
marketing for over 25 years. Teradata’s
customers include Apple, Intel, Lufthansa,
Walmart, HSBC and FedEx. Kalyta, who
graduated from the Faculty of Business
in 1990, spoke about spectacular trends.
For example, under the keyword affecting
computing, he explained how it could
be possible in the future for consumers’
emotions to be recorded digitally. Through
the extremely fast use of algorithms,
learning systems would then be created
that are able to supply personalised
predictions. This is known as predictive
marketing.
The three experts agreed: the significance
of data for marketing is increasing rapidly.
In the future, the companies that are able
to handle big data correctly will assume a
place in the life of consumers. Skilled data
analysts will be required for this purpose. At
the end of the day, it’s quality that counts,
not quantity – meaning smart data.
Information: Prof. Dr. Riegl
S P E C IAL D E LIVE RY: B E E R GAM E
When you think of Bavaria, you’re sure to
think of beer. Therefore, it was no surprise
that Prof. Dr. Mahesh Srinivasan, guest
lecturer from Akron in Ohio, USA, used a
popular logistics simulation game. Beer
Game is a game in which participants take
on different roles in a delivery chain for
transporting beer. Not only the brewery
and the end customers are involved, but
also the distribution centres, wholesalers
and retailers between them. The catch
in this game is that the individual roles
can only communicate about the order
quantities of the previous role. To simulate
the flow of goods, the corresponding
number of tokens is used. The team with
the lowest overall costs wins the game
– and a crate of beer for the next party.
In addition, Prof. Dr. Srinivasan taught
the students about a few beer-specific
differences between Europe and the USA.
Beer Game with appropriate tokens.
F I R S T H A N D I N F O R M AT I O N :
I N V E S T O R R E L AT I O N S
In the summer semester of 2015, students
in the advanfced module Corporate
Finance had the opportunity to have some
light shed on a very special aspect of
capital markets: the relationships between
owners, investors and analysts – investor
relations. Prof. Dr. Georg Erdmann invited
a special guest for this purpose: Margit
Miller, Head of
Investor Relations at the publicly listed
PATRIZIA Immobilien AG. She reported
on the factors characterising dialogue with
investors, on the most important aspects,
and on the daily work routine of an Investor
Relations Officer. Margit Miller managed
brilliantly to add a special twist to this
topic, which can initially appear rather dull,
by incorporating plenty of anecdotes from
roadshows and investor conferences.
Information: Prof. Dr. Erdmann
SAP TRAI N I NG WITH E NTE RO
There is probably no large or medium-sized
company that doesn’t use any products
from the German software giant from Walldorf. The applications of the SAP products
in business are diverse. One of these is
logistics. Students taking the advanced
module Logistics were fortunate to have
the opportunity to attend a two-day training
course by SAP experts of entero AG
from Eschborn. Andreas Hunstock and
Thomas Holthoff introduced the students
to SAP step by step. Detailed explanations
and practical exercises ensured that they
quickly became familiar with the standard
menu. Next on the agenda was working
with master data and understanding the
significance of this data for sales processes. Ultimately, the system itself does not
have its own purpose, but is intended to
provide optimum support in operational
business and customer care.
15
H I G H F LY E R S : A I R B U S H E L I C O P T E R S
In 2013, parent company EADS decided
on a new name for its helicopter specialist:
Eurocopter was renamed Airbus
Helicopters. The name was new, but the
market position stayed the same. Today,
more than 10,000 of its helicopters fly in
over 140 countries, making it the world
market leader in the civil helicopter sector.
Its Bavarian-Swabian location contains
the German headquarters as well as
development, prototype construction,
production, maintenance, a testing
centre and customer service. In addition,
aeroplane doors are produced there, for
example for the A 380, the largest civil
passenger airliner in the world.
Approximately 5,000 permanent employees
and 1,200 agency workers ensure that
the products from Donauwörth can be put
to use in the air safely and promptly. This
is reason enough to take a closer look at
the HR challenges. Together with Prof. Dr.
Erika Regnet, 24 students of the “Human
Resource Management” advanced module
made their way to Northern Swabia on
24 April. After an
intensive safety
check, Peter Soller
brought them on
a two-hour tour
of the site. As an
employee with many
years of experience
in national and
international
management roles,
he impressed the
students with many
business-related
Augsburg student group with Peter Soller (right) and Prof. Dr. Regnet (front)
and technical details
in front of the legendary light helicopter BO 105, a model of success that
of a fascinating
has sold more than 1,400 units.
and highly complex
product. Afterwards,
Simone Berner, HR Business Partner,
at Airbus Helicopters with the students.
and Reinhard Schuch, responsible
One example: agency work. Ultimately,
for Talent and Executive Management,
the company needs to be able to adapt
welcomed the group. Together with
flexibly to the respective order situation.
Michael Springinklee, responsible
Other topics included trainee programmes,
for training, they discussed numerous
globalisation and, of course, career entry.
topics of human resource management
N EWC O M E R S: CAR E E R E NTRY
I N H U M A N R E S O U R C E S S E C TO R
Is a Master degree a good idea, or is my
Bachelor degree enough? Am I qualified
enough to succeed in my career? And
what are the chances of direct entry for
those interested in working in the human
resources sector? Franziska Jörg
provided Prof. Dr. Erika Regnet’s students
with helpful answers to these questions
on 19 June, 2015. After her apprenticeship
to become an industrial clerk, the alumna
studied Business Administration at the
and graduated with a Bachelor degree.
During her studies, she completed a
semester abroad in Sweden and selected
the advanced module Human Resource
Management. She obtained additional
MASTE R I N C O U RT
practical experience through an internship
and while completing her Bachelor thesis
at KUKA. Today, Franziska Jörg is involved
in recruiting, personnel development and
training at RENK AG and is responsible for
a broad portfolio of tasks. She reassured
the students and stressed that she is able
to apply the skills, knowledge and practical
experience she gained during her studies
very well to her position today.
Incidentally, the initial contact between
Franziska Jörg and RENK AG occurred
at one of the HR Days at the Augsburg
University of Applied Sciences, which
goes to show that personal networking
really does open doors.
Knowledge of social insurance law is useful
– especially if you want to work in human resources. Together with Prof. Dr. Julia Wicke,
students of the Human Resource Management Master degree visited the Bavarian
Higher Social Court in Munich. The presiding
judge of this court, Dr. Harald Hesral, provided them with detailed information on current cases. He also brought them to a senate
session – comprising three professional judges and two lay judges. The human resource
managers in making thus had the opportunity to experience current disputes regarding
social insurance obligation at first hand and
were able to take away valuable application
cases in the area of tension between self-
employment and paid employment.
Information: Prof. Dr. Wicke
16
Studies
Part 1: Master of Applied Research
Part 2: International Business and Finance
Part 3: Human Resource Management
Part 4: Marketing/Sales/Media
Part 5: Taxation and Accounting
An overvie
w of
Master
programm
es
PA R T 4 : M A R K E T I N G / S A L E S / M E D I A
Professor Uhl, there are many Master
degrees in marketing. What is different
about MVM?
Many Master degrees are quite specific.
They are interesting for experts, but it
is easy to develop blinkers and move
away from the diverse tasks in everyday
business activities. In MVM, our approach
is to combine different technical
knowledge in a practical manner. In a
market-oriented company, management
personnel require know-how on marketing
strategies, product development, brand
management, distribution channels and
media structures. Even knowledge from
the marketing-related legal sector or
communication design is useful – just
think of trademark law or corporate
design. The curriculum includes all of
these aspects.
MVM takes place at two universities.
How does this work?
MVM is a cooperation with the THI
Business School in Ingolstadt. Just like
in the Taxation and Accounting Master
degree, we work closely together with
our colleagues from Ingolstadt on all
issues relating to the study programme.
The lectures take place at the THI on
Wednesdays and Fridays and at the
on Thursdays. The students have
adapted very well to this and usually
arrange car shares – depending on
where they live. MVM is not a part-time
course, but the classes are concentrated
into three days, which allows the
students more flexibility in planning their
weekly routine.
For which careers does the Master
degree prepare students?
The range of careers is broad. We
have seen our graduates start their
careers in a wide variety of industries
and interesting roles. These include
leading roles in marketing, sales and
communication in industrial companies
and service providers, but also in the
media industry and in marketing and
communication agencies. The annual
excursion as part of MVM is also an
excellent opportunity for students to
become familiar with companies and
fields of activities.
How many places are on offer each
semester?
30 students can start the MVM degree
each semester. This degree is very
popular. More than 700 candidates
applied for winter semester 2015/16.
What are the requirements and how do
you apply?
Firstly, successful completion of a
business administration or media studies
Bachelor degree with at least 210 ECTS is
a prerequisite. Then, there is an eligibility
assessment process in which students
receive points for their final grade, focal
areas relevant to the degree course,
internships and a relevant thesis. The
total number of points determines which
candidates are accepted. Students can
apply for the winter or summer semester.
Where can you find out more about the
degree course?
You can find all relevant information on
the degree course and on applying on the
internet (see CR code). If you still have
questions, I would be glad to answer them
personally for you.
and www.thi.de/hochschule/thi-businessschool/studiengaenge/marketing
vertriebmedien.html
MVM students on excursion to Serviceplan and Random House.
17
F U L L O N : M L P F I N A N C E S L A M 2 015
What on earth is a finance
slam? Many of us might be
familiar with a poetry or a
science slam. But a finance
slam? The word “slam” might
have violent connotations,
but don’t worry: those who
accepted the invitation from
MLP Finanzdienstleistungen
AG to Wiesloch had no
need to fear for their physical
safety, although a war of
words did take place. For the
second time, student teams
from different universities in
Germany competed against one another.
Their task: to convey topics from financial
investment and retirement provision in a
creative and original manner – on stage
in front of an audience with expertise in
these areas. The team that attracts the
most applause receives the cup.
The Augsburg team had big shoes to
fill – their predecessors in 2014 landed
the top prize. The entry by slammers
Johanna Moser and Tobias Jehle “Total
investment” was based on a well-known
TV format. They simulated an amusing
dialogue between a customer and her
bank advisor. What investment form
should one choose? Is there such a
thing as a perfect financial investment? A
traditional savings account, stocks, real
estate funds or the more modern
crowd investing? The slam
also had a serious background.
Personal values regarding the
criteria of the “magic financial
triangle” of profit, safety/risk and
liquidity are decisive for financial
investments. Prof. Dr. Wolfgang
Wirth, who supported the group
and was at the competition
together with the Dean of the
Faculty of Business, Prof. Dr.
Michael Feucht, got to the heart
of the matter: “An investment
cannot meet all three criteria at
once. You need to decide what is most
important to you”. The victors in the
end were a team from the international
student organisation AIESEC. The
Augsburg duo very narrowly missed out
on third place. Only one single decibel of
applause kept them from gaining a place
in the top three.
Information: Prof. Dr. Wirth
W E LC O M E B A C K : TA L E N T E F Ü R D I E R E G I O N
Regional business has been
enriched by a new initiative.
With the name “Talente
für die Region”, prominent
company representatives
came together in the summer of 2015 to
kill two birds with one stone: strengthen
the business region Swabia and support
young people. The idea behind the initiative
was to drum up enthusiasm for the
business region Swabia among graduates
of universities or universities of applied
sciences who had gone on to work in
Germany and abroad, and to bring these
young people together. The advisory board
of the cooperation includes Dr. Hartmut
Wurster, Vice-Chairman of the Swabian
Chamber of Industry and Commerce,
Roland Kreitmeier, Head of the Siemens
branches in Augsburg and Munich and
Chairman of the University Council at the
Augsburg University of Applied Sciences,
as well as Michael Brecht, CEO of Doodle
AG, Dieter Kirchmair, formerly of Deutsche
Bank Augsburg, and Wolfgang Löhr from
Sonntag & Partner. Vice-President Prof. Dr.
Gordon Rohrmair represents the Augsburg
University of Applied Sciences and Prof.
Dr. Peter Schettgen, the Head of the
Centre for Further Training and Knowledge
Transfer, is on board for the University of
Augsburg. Thomas Hauser, proprietor of a
management consultancy firm for strategy,
marketing and communication, is the
chairman of the advisory board. Christian
Gebler is the president of the association
“Talente für die Region e. V.” (see Interview
in this newsletter).
To achieve its goals, the association intends
to launch a series of services. An exclusive
online platform aims to help bring companies in the region together with alumni with
several years of professional and leadership
experience. The platform will feature company information and job offers in addition
to specific information from the companies,
networking meetings for company representatives, and consulting with educational
facilities regarding fundraising. However,
the initiative is also interesting for students.
During information events, the experienced
professionals wish to pass on valuable career experiences to the young people.
If you are interested in becoming a member
or corporate partner, you can contact
Christian Gebler directly via email:
[email protected]
18
Studies
Y E A R R E P R E S E N TAT I V E S – W H Y, W H AT F O R , T O W H AT P U R P O S E ?
Two questions to Larissa Nowotny and
Matthias Fay, year representatives in the
academic year 2014/15:
What do the year representatives do?
Firstly, the year representatives are
always selected from the student body
at the beginning of the winter semester.
This means that we are democratically
elected to represent the interests of
students in our year. Basically, we try
to be involved in structuring life and
work at the university from the students’
perspective. We listen to requests and
suggestions from our fellow students
and try to implement good ideas.
Once annually, we also represent our
year at the quality workshop. During
this meeting, which is organised by
the Dean of Studies Prof. Dr. Sabine
Joeris, professors and students develop
common objectives to increase the
quality of study and cooperation at the
university.
What do you get from it?
Larissa Nowotny: As a year
representative, I can actively get involved
in the university. I am always happy to
answer questions on studying from my
fellow students. With this role, I am
very well informed about current events
at our faculty.
In addition, I
get to know the
organisational
structures and
the operation of a
university better.
Incidentally, it also
helped me to get
my bearings in my
studies, integrate and get to know my
classmates.
Matthias Fay: My main motivation
is to make university life as optimal
and smooth as possible for my fellow
students, the
professors and all
staff. We, the year
representatives,
see ourselves as
a link or mediator.
Sometimes we
are also a type
of interpreter
between the
levels. We know a lot of background
information, are always up to date with
the latest information, and are contact
partners for all sides. This task is not
always easy, but it makes the role
interesting.
Mens sana in corpore sano: Pros from the Faculty
of Business at the Augsburg company run.
Alumni out and about wearing their university
rucksacks. This photo was sent to us by Andreas
Hecht, alumnus of the Faculty of Business and
currently working at PwC.
M O U N TA I N S R 4
Sport at the Faculty of Business takes place even
in the snow: Mountains R4 skiing&boarding.
SERVICE: FINANCIAL TIMES IN FULL
It is now even easier to access highquality information about politics and
business. Students and university staff
can now access all information from
the Financial Times online. This offer
extends not only to the full texts of
all articles, but also to information via
email on regions, countries, industries
or individual companies. “Special
reports”, multimedia contents such as
videos and podcasts, and an archive
are also available. It only takes a few
steps to avail of this new service. First,
create an account on http://www.ft.com
with your university email address.
After registration, you can access
the Financial Times – either from any
university computer or externally via
VPN.
Information: http://www.hs-augsburg.de/
medium/download/bib/Financial
Times.pdf
Students, alumni and friends again took part in
Mountains R4 biking&hiking. A total of 22 cyclists
accepted the invitation from Prof. Dr. Schönfelder
and celebrated the 20th anniversary of the sporting event.
19
International
A M E R I C A N B OY S : F I V E A U G S B U R G S T U D E N T S I N D E T R O I T
Erasmus+- meetings in Brussels: Together with representatives of other Bavarian universities of applied
sciences and members of the EU parliament, Prof.
Dr. Wolfram Schönfelder and Ingrid Hahn- Eisenhardt
discussed problems and solutions of the new Erasmus+- programme in Brussels. In the photo (left to
right): the assistant of the MEP Markus Ferber Madlen
Hüttenrauch, Dr. Hanns Sylvester from DAAD, International Coordinator of the Faculty of Business Prof.
Dr. Schönfelder, the head of the International Office
at the Augsburg University of Applied Sciences Ingrid
Hahn-Eisenhardt, and her colleague at the Kempten
University of Applied Sciences Bernd Holzhauser.
C O M PA C T C O U R S E S A N D
SUMMER SCHOOL
In July, students took part in a Trading Summer School at the University of Cosenza. The
reason behind this was the cooperation with
Directa, a day trading broker from Italy. The
first Summer School took place in Augsburg
in 2014. This time, under the Calabrian sun,
the students again dealt with all aspects
of trading and were also able to gain initial
practical experience thanks to the sponsor.
In September, 16 students travelled with
Dott.ssa Francesca Angrisano to the
partner university Abat Oliba in Barcelona.
During a two-week compact course in
Business Spanish 3, they developed their
language skills and enjoyed a diverse
agenda with visits to the companies
Freixenet and Desigual as well as
excursions in the Catalonian metropolis.
In the compact course 3 for Business
Italian in Genua, great importance was
placed on contact with local companies and
institutions. Together with Dott.ssa Laura
Marini, the students visited the largest
shipbuilding company in Europe, Fincantieri.
They also went on a discovery journey
through the port town and tried out their
Italian on location while talking to students.
Information: Dott.ssa Angrisano,
Dott.ssa Marini
Paramount Machining Solutions is a supplier with headquarters in Detroit. Competition in this industry is hard, and the automotive and non-automotive markets important
for Paramount are changing constantly.
Change processes are therefore necessary
in order to remain a top company. Five
Business Administration students of the
supported the US company in this task.
Max Glink worked on the business plan for
the next five years. Markus Küpfer helped
in the implementation of the so-called
“Paramount Production System”. Andreas
Miller worked in the Sales department
during the development of a new process
sequence. Felix Rimmele took on tasks
in the finance department of the company.
Markus Wojtczyk prepared a re-certification audit in quality management with his
colleagues. All five were able to gain very
valuable experience in change management
tasks. Incidentally, the students’ level of
English was also given a big boost.
Information: Prof. Dr. Freiboth
I N T E R N AT I O N A L M A R K E T I N G : PA C K A G I N G A N D L U X U R Y B R A N D I N G
Lecturers from partner universities
introduced two particularly interesting
aspects of international marketing to the
International Week. Prof. Dr. Manfred Uhl
welcomed Anu Kurvinen, Senior Lecturer
at the Saimaa University of Applied
Sciences in Lappeenranta, Finland.
Using specific customer examples, the
former manager of Stora Enso explained
the significance of product packaging
for the brand experience to Business
Administration students of the advanced
module “Marketing Management
International”. Michela Ornati, lecturer
at the Scuola Universitaria Professionale
della Svizzera Italiana (SUPSI) in Lugano,
introduced the exciting industry of
luxury goods to students of Industrial
Engineering in the lecture “Introduction
to marketing management”. She placed a
focus on an interesting question of brand
management: can there be compatibility
between luxury brands and sustainability?
DOUBLE DEGREES
This is what winners look like. The following students
received a double degree during the graduation
ceremony in summer: Katerina Dhana, Ramy el
Mogy, Angela Kress and Kathrin Schauppel. Prof. Dr.
Wolfram Schönfelder (right) and Prof. Dr. Manfred
Uhl (left) were two of the first to congratulate them.
Prof. Dr. Schönfelder (centre) was there when Eva-
Maria Pielmeier, Franziska Stiegelmair, Christian Hecker
and Hannah Hornung (from left) defended their Bachelor theses at the University of Lulea in Sweden. With
this, they successfully completed a study programme at
two universities and achieved a double degree.
20
International
W E LC O M E : G U E S T S F R O M U S A
Summer semester 2015 was all about
exchange with American universities of
applied sciences. The Faculty of Business
hereby intensified its international
networking and followed its strategic
objective of strengthening relationships
with partners in the United States.
Michael Hartmann
Ph.D., lecturer
at the Faculty of
Business and an
American himself,
had established
numerous contacts
Prof. Dr. Jerome Christia
beforehand and
thereby created
links to the professors at the Augsburg
University of Applied Sciences.
Belle Woodward, Associate Professor of
Information Systems Technologies at the
Southern Illinois University in Carbondale,
came to develop an exchange
programme together with Vice-President
Prof. Dr. Gordon Rohrmair. Dr. Mahesh
Srinivasan, Associate Professor at
the University of Akron in Ohio, taught
about supply chain management and
operations management as a guest
lecturer. He was accompanied by
19 students, who ensured an American
atmosphere on the campus. Plans for
a future Summer School are already in
place. Dr. C. Bulent Aybar, Professor
of International Finance from the
Southern New Hampshire University,
was on board in the English-language
Master in International Business
and Finance. Dr. Jerome Christia,
Associate Professor for Marketing at
the Coastal Carolina University in South
Carolina, took over classes in marketing
management. Ultimately, students,
professors, and the universities involved
benefitted from the intensive exchange in
seminars, workshops and lectures.
Information: Michael Hartmann, Ph.D.
U N C H A R T E R E D T E R R I TO RY :
C E NTRAL ASIA
Particularly in management marketing, it is
important to have a good understanding of
markets and customers. The knowledge/
emotion approach, a modern learning form
for international marketing, assumes that
cultures and economic areas need to be
understood in not just a rational manner,
but also an emotional manner. While the
specifics of many world regions have been
researched for international marketing, the
central Asian republics have been largely
ignored. The Faculty of Business has now
established additional contacts. Prof.
Reinhold Krämmel, honorary consul of the
Kyrgyz Republic in Bavaria and Thuringia,
organised a meeting with Prof. Ph.D. Dr.
Aliya Balapanova. She teaches at the
National University in Almaty, Kazakhstan,
where she is responsible for international
relations, and is
very interested
in working
together.
Methods of
cooperation
were
Front from left: Prof. Reinhold
discussed.
Krämmel, Prof. Dr. Aliya BalaInformation:
panova with husband. Back
from left: Prof. Dr. Uhl, Prof. Dr. Prof. Dr. habil.
Kellner
Kellner, Dean Prof. Dr. Feucht.
S I L I C O N VA L L E Y : B E N C H M A R K ?
The business
region of Augsburg has taken
steps towards
becoming a centre for resource Prof. Dr. Kellner and Romi
Randhawa (CEO Cancom
efficiency and
HPM Networks in Fremont/
thus ensuring
California).
economic
growth and full
employment. As part of the research project “Implementation management”, Prof. Dr.
habil. Klaus Kellner travelled to California in
order to discuss with experts and insiders
whether the Silicon Valley could serve as
a model for the further development of our
region. Bill Sauter, outstanding expert on
the Silicon Valley, sees this region as the
“best epicentre for technology, innovation,
fundamental research, creativity, education
and talented people in the world”. Romi
Randhawa, Managing Director of Cancom
HPM Networks in Fremont/California,
shares this opinion and adds “a lot of people want to work here, but very few make
it. It is very hard to be successful here, but
it’s very lucrative”. The further course of the
study will determine the extent to which the
Silicon Valley could be suitable as a benchmark for our business region.
Information: Prof. Dr. habil. Kellner
B R U S S E L S : E U I N S T I T U T I O N S U P C LO S E
Prof. Dr. Julia Wicke took the over 30
students in her “European Union Law”
subject with her on a trip to Brussels.
Aside from the usual visitor tours, the
participants from eight nations received an
intensive insight into the work of numerous
EU institutions. They visited the European
Commission and met the Director of
the Legal Service of the Council of the
European Union. The EU delegate Markus
Ferber from Bobingen near Augsburg
also took the time to discuss current
challenges of the European Parliament with
the international student group. When he
found out that a number of American guest
students from the University of Akron, Ohio,
were present in the company of Prof. Dr.
Mahesh Srinivasan, he spontaneously
switched to English and confidently
addressed the topic of European-American
relationships.
Information: Prof. Dr. Wicke
21
Interview
W I T H C H R I S T I A N G E B L E R , P R E S I D E N T O F T H E A S S O C I AT I O N
“ TA L E N T E F Ü R D I E R E G I O N ” A N D
A L U M N U S O F T H E FA C U LT Y O F B U S I N E S S
Mr. Gebler, you have had an
impressive career. Would you like
to fill us in on the most important
positions?
An internship at HILTI was the
beginning. I started off in a red car as
a sales representative in Munich and
three years later I was head of sales,
leading a team on the wine route.
Four years after that, I received the
opportunity to develop and expand
the market organisation of Oman/
Arabia as CEO. That was huge, of
course. After changing to the logistics
sector, we moved to Dubai, from
where I was responsible for business
with the countries in the Gulf and
Near East regions. After six years in
the Middle East, I returned home.
You studied Business
Administration at the Augsburg
University of Applied Sciences.
Did your degree programme
prepare you for professional life?
We learned to work independently
and in a project-oriented manner.
You take that experience with you.
You recognise many aspects of your
study course in the working world,
which is helpful. And you learn
new things as well. You also learn
that workdays aren’t always 9 to 5.
Looking back, I actually would have
liked an entire degree in sales.
Which specialisations did you
choose, and what memories do
you have?
It quickly became clear to me that
the “diplom” specialisation at the
time, International Management, was
just right for me. I always wanted
to get out into the big wide world.
My study periods in Modena and
Groningen were therefore very
valuable. I got to know people as a
student who are still on my side as
real friends and supporters today –
both alumni and professors. As for
memories, I remember that we had a
lot of exams in the fourth semester.
We studied like mad. It’s crazy what
you can achieve when you put your
mind to it.
The international aspects play
a very important role in study
courses today. What intercultural
experiences did you gain as CEO
in the Arabian region? What is
business with customers in the
Middle East like?
Particularly in Dubai, you can
find every nationality in the world.
Each one thinks, lives and works
differently. I remember it well. All my
“ESTABLISH A STRONG
NETWORK.”
senses were stimulated: hearing,
seeing, feeling, tasting and smelling
different things. People in the Middle
East just tick differently. Trust and
integrity are extremely important.
Fast decisions, getting to the point
quickly or being impatient do not
work there. The feedback culture is
also very different to that in Germany.
A lot of confidence, perhaps too
much, is placed in a German person
in particular. There is little or no
criticism. That makes it important to
have good people by your side who
will be honest with you.
You are now also the president
of the association “Talente für die
Region”. Within a very short time,
you have succeeded in getting
many prominent personalities on
board. What prompted you to do
this?
Initially, very personal experiences.
When you’re abroad, you miss
your family and friends and wonder
about your own roots. In addition,
I had the experience that although
the expatriate systems in many
companies work well, returning home
is often more difficult than expected.
In addition, we need to avoid a lack
of skilled and management personnel
in our region. We want to encourage
today’s students and later alumni to
branch out, but not cut ties. We want
to bind talented young people to the
region and build a bridge for those
who would like to return home.
What tips would you give to
students today?
Ask someone whom you really
respect to act as your mentor and
keep an eye on you. Listen to your
heart, your gut and your head. Try
to only do what makes you happy.
Establish a strong network – starting
during your studies. And have the
courage to pack your bags and
experience new things. Nobody can
take this experience away from you.
22
Service
C O N TA C T PA R T N E R S
Dean:
Prof. Dr. Michael Feucht
Email: [email protected]
Vice Dean:
Prof. Dr. Manfred Uhl
Dean of Studies:
Prof. Dr. Sabine Joeris
Secretariat:
Ulrike Dichtl, Anni Kaiser and Eva-Maria Dalhoff
Internship Supervisor:
Prof. Dr. habil. Klaus Kellner
International Affairs:
Prof. Dr. Anton Frantzke,
Prof. Dr. Wolfram Schönfelder
and Diana Wong
FA C T S
Students
at the Augsburg University
of Applied Sciences: in the Faculty of Business
(incl. IWI and MVM): 5995
1518
of which:
Diplom Business Administration
2
BA Business Administration (BW) 532
BA International Management (IM)
431
BEng Industrial Engineering (IWI) 192
MA International Business and Finance (IBF) 86
MA Human Resource Management (PMG) 67
MA Marketing/Sales/Media (MVM) 121
MA Tax and Accounting (MSR) 49
International exchange programmes
Students from foreign partner
universities (incoming): 57
Students at foreign partner
universities (outgoing): 89
Student representatives:
Elisabeth Huber and Alexander Poclitariu
www.hs-augsburg.de
Advanced modules in BA International
Management in WS 2015/16
• European Business Studies
• Corporate Communication and
Int. Business Profiling
• Human Resource Management
• Management Accounting
• Supply Chain Management
• Financial Markets and Institutions
IMPRINT
SITE PLAN
Study Coordinators:
Yvonne Berrens, MBA
Ulrike Tielemann, Dipl.-Päd.
Departmental Advisors:
• BA Business Administration/
BA International Management:
Prof. Dr. Nicolas Warkotsch
• BEng Industrial Engineering:
Prof. Dr. Florian Waibel
• MA International Business and Finance:
Prof. Dr. Thorsten Feix
• MA Human Resource Management:
Prof. Dr. Erika Regnet
• MA Tax and Accounting:
Prof. Dr. Kalina Kafadar
• MA Marketing/Sales/Media:
Prof. Dr. Manfred Uhl
Advanced modules in BA Business
Administration in WS 2015/16
• Change Management
•Controlling
• Entrepreneurship and
Technology Management
•Logistics
• Product Management and
Marketing Communication
• Auditing and Accounting
• Financial Markets and Institutions
gP Business –
Faculty of Business newsletter
Hochschule Augsburg
An der Hochschule 1
86161 Augsburg
Source: Jürgen Hefele/Augsburg University of Applied Sciences
Website
Image film
Facebook
Publisher and person responsible acc.
to German Press Law: Prof. Dr. HansEberhard Schurk, President of the
Editor: Prof. Dr. Manfred Uhl,
Faculty of Business
Layout and publisher: mk publishing,
Döllgaststr. 7– 9, 86199 Augsburg
Picture credits: Augsburg University
of Applied Sciences, Bettina Schmidt
(title picture), Matthias Leo, MLP,
other picture rights belong to the
(named) authors and creators.
Circulation: 3.000 copies
(2.500 in German / 500 in English)
© 2015 Augsburg University of Applied
Sciences, Faculty of Business. All
rights reserved. Reprinting in whole or
in part only with approval from editor.
Contributions bearing the name of the
author do not necessarily reflect the
opinion of the editor or publisher. The
editor reserves the right to revisions and
abridgements.
slandsreiseOptional: Au
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icherung fü
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Ihr Guthaben und genießen attraktive Leistungen, die Ihnen so viel finanzielle Flexibilität einräumen, wie Sie
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Business - Hochschule Augsburg

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