European Master and Certification Program
in Risk Engineering and Management

Business Strategy

Course code: 128017
Language of instruction: English
Lecturers: Frank H. Witt (Polytechnic of Namibia), Rolf Seebauer
Assessment: Defined in the module

Short description

The course will provide techniques and instruments needed for defining adequate business strategy. The participants will be able to conduct analysis, collect information, make conclusions and create business strategy based on realistic information and true predictions. The course will help participants understand the complexity of surroundings needed to acquire adequate business development strategy.


The participants will:

- understand strategies related to different business areas,

- learn about different kinds of strategies related to the 'business level',

- be able to recognize how strategies for individual shops and markets are developed and analyze what are the alternative strategies,

- understand the question of how a company should operate in its own business segment, in order to be successful and competitive,

- understand that market boundaries should be drawn and what means should be used with the competition,

- know the basic theoretical models for competitive strategies and

- get impulses for the practical implementation of business unit strategies.

Target Attendees / Participants

Students of Steinbeis Master of Business Administration

Course Content by Units

Basics, objectives, delimitation in business area strategies

Strategic Analysis on the business unit level:

-The external analysis of risks and opportunities of the environment

-Porter's sectoral structure analysis

-The internal analysis of strengths and weaknesses of the business environment

-Holistic approaches

Selection and formulation of business area strategies

The Balanced Scorecard as a strategic tool

Implementation of strategies at the divisional level:

-Concept and objective of the strategy implementation

-Structure and system design

-Implementation and monitoring

Teaching Methods

Classic lecturing

Free, interactive class discussion

Small group work


Ansoff, H. I. / MacDonnell, E. J. (1990): Implanting strategic management, 2th edition, Prentice-Hall.

Bamberger, I. / Wrona, T. (2004): Strategische Unternehmensführung: Strategien - Systeme - Prozesse, 1. Auflage. Vahlen.

Bea, F. X. / Haas, J. (2005): Strategisches Management, 4. neu bearbeitete Auflage. Lucius&Lucius.

Hungenberg, H. / Wolf, T. (2007): Grundlagen der Unternehmensführung. 3. aktualisierte und erweiterte Auflage, Springer.

Hungenberg, H. (2005): Handbuch des strategischen Managements, 2. überarbeitete und erweiterte Auflage, Gabler.

Hungenberg, H. (2004): Strategisches Management in Unternehmen: Ziele - Prozesse - Verfahren, 3. überarbeitete und erweiterte Auflage, Gabler.

Macharzina, K / Wolf, J. (2005): Unternehmensführung: Das internationale Managementwissen, Konzepte - Methoden - Praxis, 5. grundlegend überarbeitete Auflage, Gabler.

Porter, M. E. (1999): Wettbewerbsvorteile: Spitzenleistungen behaupten und erreichen, 5. durchgesehene und erweiterte Auflage, Campus.

Porter, M. E. (1999): Wettbewerbsstrategie: Methoden zur Analyse von Branchen und Konkurrenten, 10. durchgesehene und erweiterte Auflage, Campus.

Steinmann, H. / Schreyogg, G. (2005): Management: Grundlagen der Unternehmensführung, Konzepte – Funktionen, Fallstudien, 6. vollstandiguberarbeitete Auflage, Gabler

For more information about the European Master and Certification Program in Risk Engineering and Management in general, go the Homepage.
For more information about the European Master Program in Risk Engineering and Management in general, go the Master Study page.
To see more courses in the curriculum, go to The curriculum page, or by date and topic go to the Calendar of Courses page.
Contact: via email or phone +49 711 1839 781 or +49 711 1839 647
(Course profile ID: F4-5:, generated on September 25, 2021)