Fall/Winter: Module 2

Main Module: International HR Management and Marketing (20 ECTS)

The Focus Studies module “International Human Resources Management and Marketing” provides a comprehensive people-centred approach to successfully prepare students to lead corporations and business ventures into a challenging future. Communication is key in today’s fast-paced world – internal communication to appraise, retain, support and develop employees, as well as external communication to convey sales propositions to increasingly diverse customer groups, optimize corporate visibility and perception, create strong brands, and ultimately to attract those hires that provide the perfect fit.

Students are considered eligible if they meet the following enrolment prerequisites:

  • Fundamentals in Business Management;
  • At least one module in Human Resource Management, Marketing, or equivalent.

For more detailed information on the Focus Studies module International Human Resource Management and Marketing please contact the International Departmental Coordinator at bwi-international@fh-salzburg.ac.at.

Courses fall/winter semester

*Mandatory in Fall 2020/21; Courses offered within the Module Extension Studies.
**Non-mandatory; Language and Culture Studies.

A transformation of marketing is on its way as we spend an increasing amount of time interacting with our mobile devices. The challenge for brands is to connect with customers in real time. Marketing campaigns have to be designed to work across social media, conventional advertising channels and cater to the needs of e-commerce. The lecture Digital Marketing discusses all related, currently relevant topics and particularities of marketing in a digital context.

As an essential component of marketing, pricing decisions highly affect company performance. The lecture Price management focuses on providing insights to the development and selection of price strategies and explains approaches towards determining and differentiating prices. Moreover, students will learn about the psychological effects prices have and how to manage them.

A thorough understanding of rapidly changing consumer motives and needs and their underlying mechanisms is required to be able to anticipate what will be in demand next. The objective of the course Consumer Behaviour is to introduce students to topics such as “How consumers see the world and themselves” or “Consumers as Decision-Makers” while also shedding light on the mechanisms and application of market research techniques.

The course HR Controlling and Administration provides insights to the concepts of human resource appraisal and reporting. Students learn to prepare and interpret statistical analyses of key metrics in human resource management and how to generate information for human resource reporting professionals. Additional topics that will be covered in this class are Human Capital management as well as HR information management and HR cost management.

HR Development discusses special and topical issues of human resource development approaches in-depth. Among others, it covers the institutionalization of HR development along with available implementation tools and instruments, career planning, strategic HR development and sheds light to special aspects such as management development, the roles in HR development and integration processes such as onboarding.

Resourcing is one of the key activities in human resource management. In this course, students will gain a comprehensive overview of the benefits and challenges of employer branding, what to consider and how to go about drawing up job profiles, what aspects recruiting entails and how the different selection methods such as job interviews, assessment centers etc. can be applied effectively in practice according to what the situation demands.

We strongly recommend exchange students attend the courses “Cross Cultural Management” and “Practice Project” offered as part of the Extension Studies Module to complement this module.

Please note that all information on this website and the availability of any course may be subject to change. The course information can change for example in terms of learning goals, weightings of the course components, assignments, testing methods, and required study material. Check the most updated course details with the lecturer at the start of the semester.
A minimum of 8 and maximum of 15 participants are required for the Focus Studies modules.