Integrative Project

Department

Master's Program Industrial Engineering & Management

Course unit code

WIW_MAS_21_3_6

Number of ECTS credits allocated

5.0

Name of lecturer(s)

Mollenhauer Raimund

Recommended optional program components

none

Recommended or required reading

Stefan Hase, Corinna Busch; The Quintessence of Sales: What You Really Need to Know to Be Successful in Sales (Springer, Quintessence Series, Aug 2018)
D. Kilian / P. Mirski (Hrsg): Digital Selling - Erfolgreiche Strategien und Werkzeuge für B2B-Marketing und Vertrieb (Linde, Wien, 2016)
Philip Kotler, Hermawan Kartajaya, Iwan Setiawan: Marketing 3.0, John Wiley & Sons (2010)
Philip Kotler, Kevin Lane Keller: Marketing Management, Prentice Hall International; Auflage: 15 (2016)
Kotler, Philip. Marketing 4.0: Marketing 4.0: Moving from Traditional to Digital (English Edition) (Kindle Location 208 - 279). Wiley, 2017
Philip Kotler, Hermawan Kartajaya, Iwan Setiawan: Marketing 5.0, Technology for Humanity (Wiley, Apr 2021, Kindle English Edition)
Kruse Brandão T., Wolfram G.: Digital Connection - Die bessere Customer Journey mit smarten Technologien - Strategie und Praxisbeispiele (Springer Gabler, 2018)
M. Rutschmann: Kaufprozessorientiertes Marketing - Stop Branding Start Selling! Wie neueste Erkenntnisse aus der Verhaltensforschung und den Neurowissenschaften Marketing und Vertrieb beflügeln (Springer Gabler, 2018)
Bernd H. Schmitt: Happy Customers Everywhere, Palgrave Macmillan, 2012
Rogers, David L.: The Digital Transformation Playbook, Columbia University Press, (New York, 2016)

Level of course unit

Master

Year of study

Fall 2025

Semester when the course unit is delivered

3

Language of instruction

English

Learning outcomes of the course unit

PURPOSE:
“Helping Students to discover and demonstrate value generation opportunities for their current organizational environment by successfully applying strategies and instruments in context of digital transformation”

OBJECTIVES: The student
- Acquire understanding and knowledge of business platform economics and value generation drivers in context of firms and their ecosystem and business networks
- Get enabled to drive and facilitate Digital Transformation in their current or future organizational environment by working with relevant business models and processes (path to purchase, partner engagement, communities) and to identifying content, triggers and benefits for people in a connected environment
- gain and leverage best practices in Digital Communication Media in an experimental way (livetalk, digital visit, digital demo, “hall-of-fame” / excellence awards), which can be (internally) cost-efficiently created and delivered simple, fast and easy

Course contents

• - Applied project management
- Current issues facing supply chains and manufacturing companies
- Disruptive factors in general cargo manufacturing
- Influence of technological developments and their impact on service provision as well as planning and control of supply chains
- Integrative view of strategic management/ design thinking/ innovation and product/ process management and business administration

Planned learning activities and teaching methods

The course comprises an interactive mix of lectures, discussions and individual and group work.

Work placement(s)

none