Master‘s degree program in Management

A brand has, at the very least, two sides to it: It's an economic power, but it's also and predominantly a social key phenomenon. Hence, we will take a critical look at consumer culture, at state-of-the-art discourses on brands and how to manage them, and develop strategies and architectures for them. At the end of the day, brand leadership is not as a trivial thing of cause and effect. It is the art of navigating between stakeholders.

Creativity and innovation are a bit like a bagel and cream cheese: One doesn't really go without the other. However, you will see that it is a lot more complex than that. To foster innovation you must learn to challenge and channel your creativity without suffocating it. We will work together to master this issue and to incorporate the fuzziness into your performance.

People are not machines. No matter how much "classical" management studies try to convince you otherwise. You can only become a successful manager when you truly understand people, how they shape and are shaped by culture, and how society as a whole progresses. So you will learn to care for and relate to the life-worlds of people in order to accompany and actively design change.

Diversity, difference, multiple identities, mutual understanding, but also conflict and negotiation are not exceptions but the basic materials our world is made of. What is new is their visibility as well as the growing interdependence between the actors of this multi-coloured world. You know that the best opportunity to strengthen organizations, society and culture is to moderate diversity. That's exactly what you will be doing here. You will learn how discourses about identity can generate recognition or discrimination. You will develop future-oriented solutions for ethically dealing with diversity and at the same time benefitting from their synergy. On this basis, you will develop a diversity-based approach to leadership that is able to actively accompany this change in organizations and society.

Most people exist in at least two spaces: a physical and a virtual one. Although linked, the two appear to follow very different logics and dynamics at times. That can be just as frightening as productive and innovative. You will examine digital network cultures, learn to decode what is going on there and develop strategies for communication and staging in and beyond Web 2.0.

Sustainability goes far beyond "green" lifestyles or short-lived hypes. It encloses ecology, social and cultural values, geographies, architectures, technology and politics. In economy, product and service innovations have sprung up like mushrooms. Exploitation, fake promises and foul play included. You will learn to critically reflect, relate and manage these new developments with empathy and responsibility.