Students have the possibility to specialise in the following specialisations:
Based on the choice of one of the four areas in module 10 (Elective), module 11 (Topical Research Issues) and of the master’s thesis, up to 40% of the degree can thus be structured as a specialisation.
This specialisation deals in depth with three core aspects of marketing. In all three parts, scientific models are introduced that serve to quantify interrelations in marketing.
Part 1 shows how to measure consumer preferences and use the results for the product innovation process.Part 2 focuses on the customer, introducing students to the fundamental concepts in value-based customer management. It makes particular use of customer lifetime value models.Part 3 is dedicated to monitoring all marketing activities in a company. This involves discussing established models and new models alike and testing their usability. The aim is to develop approaches that contribute to better quantification of the return on marketing.
"In a globalised economy, marketing is becoming more and more important. We give our students an excellent opportunity to explore cutting-edge marketing tools to further develop their management skills.“
Prof. Dr. Goetz Greve, Academic Head of the Specialisation Marketing, HSBA
"Understanding and creatively applying the latest marketing knowledge is of fundamental importance in today’s competitive markets.“
Dr. Michael Trautmann, Owner / Managing Partne, thjnk ag
The specialisation Human Resources offers a well-founded overview of central tasks of talent management as well as the goals and the focus of human resource management in a successful company. Selected current topics that are of particular importance due to demographic changes and the increasing digitalisation are deepened in special sessions.
Under the heading Talent Management, HR core processes are compiled and with current data as well as examples are illustrated and discussed. This involves labour market research and the recruiting of talents for the company as well as the identification and the support of internal talent. Assuming good cooperation and leadership, to retain talents next to fair and competitive reward systems many other aspects need to be optimised and individually customised. Including primarily the design of the task and working conditions. Increasing flexibility demands on the side of the employee lead to challenges that in this part receive particular attention. Thereby economic, psychological and legal requirements are taken into consideration. From the strategic perspective an understanding of Organisational Behaviour (OB) is important. This includes a look at the behaviour of individuals, groups and organisations. Moreover, strategic design possibilities of human resource management are demonstrated and discussed. The strategic perspective is completed through an insight into personnel controlling and HR analytics. Here the focus lies on measuring the effectiveness of HR practices and human capital. The students can set their own priorities with current examples chosen by themselves and discussing them with the group.
"For a high acceptance as an HR Manager a generalistic fundament is as important as specialised knowledge. Both is offered in this Master‘s programme with the specialisation Human Resources.“
Prof. Dr. Daniela Eisele, Academic Head of the Specialisation Human Resources, HSBA
"In a gobal, digital and disruptive world, companies and HR are facing big challenges. We need HR Managers with know-how, extensive work experience and a strategic view into business and HR topics. The part-time study course at HSBA therefore is a good investment into the future.“
Katharina Heuer, Managing Director, DGFP Deutsche Gesellschaft für Personalführung e.V.
The Finance specialisation module carries on from the Financial Management module. The central learning objective is the ability to value projects, shares and entire companies.
The first part of the module comprises an in-depth look at general valuation issues.The second part explains the valuation of derivatives and illustrates how they can be used in risk management.The third part focuses on the purchase and sale of companies and business divisions.The success or failure of a company acquisition depends on many of the aspects covered in previous modules. This allows students to apply their knowledge from prior modules. Last but not least, the final part of the module examines the legal aspects of financial instruments and financial transaction
"Identifying and implementing investments that increase value as well as M&A strategies are core elements of managerial finance. To do this, a well-founded understanding of the functioning of capital markets as well as the relevant valuation methods is elementary. Derivatives and risk management are also part of the finance curriculum.“
Prof. Dr. Philipp E. Zaeh, Academic Head of the Specialisation Finance, HSBA
"Superior financial, legal and tax structuring is a key factor in economic success. It is vital to integrate these planning activities in your own corporate strategy. This is how you can take the lead using an entrepreneurial approach.“
Hans-Henning Bernhardt, General Counsel, Beiersdorf AG
This specialisation deals with all of the different aspects of entrepreneurship, starting with company start-ups and the management of small and medium-sized enterprises right through to innovation management and the restructuring of existing and development of new business divisions in companies and the founding of new companies, also within corporate groups.
The focus is always on the business idea and the entrepreneur. The first part, on Foundation of Entrepreneurship and Business Modelling, lays the foundation for entrepreneurial objectives and activities. These include life cycle analysis and management and the different concepts for business models as well as their logic and implementation in a business plan.The sections on Small and Medium Enterprise Management and Family Owned Businesses deal specifically with the needs of smaller, medium-sized and family-led businesses. These incorporate aspects of management, continuous management and succession planning, and are also viewed from a corporate governance perspective.The Corporate Venturing section looks at the specific circumstances of establishing new corporate activities within an existing group or in a separately formed entity. Legal and financial aspects are also covered.The section on Innovation and Growth Management examines the new business activities of existing companies and/or processes. It focuses among other things on safeguarding the intangible assets created by the company, such as brands, patents and other intellectual property. Internationalisation strategies are also discussed.The Change Management part examines critical business situations that lead to downsizing, restructuring or even business failure. In this part of the specialisation, students learn how to handle difficult business situations. Once again, corporate governance aspects are also taken into account.
"From an entrepreneurial perspective, our students learn a lot through challenging and complex cases on how to start up, develop and build successful companies of different sizes.“
Prof. Dr. Christoph Bauer, Academic Head of the Specialisation Entrepreneurship, HSBA
"Entrepreneurship is one of the most important factors for success in fast-growing SMEs. They are lucky enough to have a rapidly developing and dynamic environment right here in Hamburg.“
Andreas Bartmann, Managing Director, Globetrotter GmbH