Focus on Emerging Markets

Degree programme: Business Administration, seven semesters, including an internship semester
Degree: Bachelor of Arts with 210 credit points

Career description

Companies involved in the production of intermediate and investment goods (once known as the production and capital goods industry) dominate German exports of goods and services. These include:

Compared with other countries, Germany often has an economic advantage in these areas. Countries whose industries are taking off (South and East Asia) – or that are currently structuring their industrial transformation process – are among the most important customers for the commodity groups listed above, as well as associated services.

In addition, Germany procures standardised industrial primary products (primarily goods commonly referred to as Heckscher-Ohlin goods) and the majority of consumer goods from these countries. From the standpoint of German industry, there is therefore an urgent need for the professional and regional market cultivation of these national economies. These include major national markets such as the People’s Republic of China, India, Brazil, Chile and Russia, but also the markets of smaller nations in Eastern Europe, such as Bulgaria and Romania.

This list illuminates the dimension and importance of these markets for German industry. Specialists and managers are expected to possess highly specific specialised technical and regional knowledge, particularly in the following areas:

Jobs in this sector are usually interdisciplinary and application-oriented, and often requires a willingness to be mobile or to travel.

Profile

Graduates are well-versed in the methods of international marketing and possess intercultural skills. Depending upon the regional area of expertise, they are able to inform themselves quickly and comprehensively about market conditions and the competition. In addition, they can prepare themselves and colleagues for local business practices. Typical areas of work include:

In large companies with expansion plans for emerging markets, graduates also initially work as “expatriates” (junior managers). In this capacity, they assist in implementing the desired corporate culture when establishing a subsidiary. They are also involved in controlling results during mergers and acquisitions.

Potential employers

Curriculum

The degree programme aims at providing a solid business administration education with applied specialist content: