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Master of Science in
Business Administration Major in Business Development and Promotion www.hslu.ch/international
Table of contents
Master of Science in Business Administration with a Major in Business Development and Promotion
1
Preface
2
The programme at a glance
4
The Bologna reforms and the new Master degree
5
Advantage of a Master of Science in Business Administration degree with a Major in Business Development and Promotion
6
Skills profile of the course
7
Important aspects for successful completion of the course
8
The modules of the course
12
Application, admission and further information
14
Location
Publishing details Design and Editing Lucerne School of Business Layout Lucerne School of Art and Design Marketing and Communication M&K Information and Contact www.hslu.ch/international
Preface
“If you’re not failing every now and again, it’s a sign you’re not doing anything very innovative.” Woody Allen (born 1935)
From “know how” to “can do” Companies have a strong need for talented young managers. They are not so much concerned with what a person has learned while in training, but instead are attaching increasing importance to the person’s ability to apply this know ledge when dealing with problems in the applied realm with a view to generat ing new knowledge. The Master of Science (MSc) in Business Administration degree with a Major in Business Development and Promotion aims to develop precisely these skills and thus constitutes a stepping stone for graduates who have potential for the future. The Master course is laid out in two broadly defined yet closely related content areas. During the first year, students will primarily focus on the topic of services management. Today most companies offer a complex bundle of output consist ing of tangible products and their accompanying service components. In the second year, students will learn about the innovation process: from generating ideas on the design of products, processes and business models, all the way to the successful launch of the product in the market. Here, innovation is much more than just a technique. Instead it constitutes an attitude and approach vis-à-vis change. The Master course gives students an understanding of behavioural changes and plays an active role in the design of change man agement processes. When speaking with successful managers and reviewing the empirical research of leading experts in business studies at universities, it becomes clear that optimising service quality and safeguarding the innovative capabilities of companies are among the main challenges that graduates will face when competing in a global and integrated market. And that’s exactly what this course has been designed to offer its students.
Prof Dr Daniel Peter Head of Master Programmes Lucerne School of Business
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The programme at a glance
– The course continues where the Bachelor degree (or an equivalent qualifica tion) in economics or business administration left off. – The course offers specialist and management training with an international focus using a sound academic approach that nevertheless stays focused on the applied fields. – Graduates will have attractive career prospects as process, project, account or product managers in Switzerland and abroad. – The course contents focus on the product and service development process: from developing ideas all the way to introducing innovative products in the market. – The course lasts four semesters and offers 90 credits on completion of the coursework. In terms of workload, students will need to invest approximately 2,700 hours. – In the last semester, students will complete a Master thesis that focuses on a specific problem encountered in industry. – The course allows students to hold a job of up to 50% of regular working hours or to tend to the needs of their families. – Classes are held in the heart of the city of Lucerne, right by the railway station. – Graduates will hold a Master of Science (MSc) in Business Administration degree, which is internationally recognised.
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The Bologna reforms and the new Master degree
The Bologna process has redrawn the map of education in Switzerland like no other reform to date. By establishing an international benchmark in pro grammes and qualifications, the Bologna reforms promote mobility among students on the one hand and open up international career opportunities on the other. Furthermore, students now have the opportunity to graduate from universities or universities of applied sciences with an equivalent Bachelor or consecutive Master degree. What is a consecutive Master degree and what are its benefits? The consecutive Master degree is geared to individuals who have a Bachelors degree or equivalent qualification and are interested in gaining an additional qualification or who have a strong need to pursue an academic interest. As a rule, consecutive Master degrees at universities of applied sciences award 90 credits, which equals approximately 2,700 hours of coursework, usually distributed over four semesters. As a continuation to the Bachelor degree, the Master course specialises in a particular academic expertise and at the same time focuses strongly on the applied realm. Master courses thus are strongly focused on developing analyti cal skills among students and thereby provide them with career prospects at the middle and upper management levels. Many Master programmes are designed as a work-study option that permits participants to benefit from immediate knowledge transfer and continue their professional development without interruption. Thanks to the Bologna reforms, consecutive Master degrees are internationally recognised and open up career opportunities for graduates outside of Switzerland as well. The Master of Science is not the same as the Master of Advanced Studies The new consecutive Master degree counts as a second higher education level and should not be confused with the Master of Advanced Studies (MAS) or the Executive Master of Business Administration (EMBA) degree. Both the MAS and the EMBA are professional development programmes requiring students to have several years’ of practical experience before they start. The consecutive Master degree, however, involves more coursework and places stronger aca demic demands on students.
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Advantage of a Master of Science in Business Administration degree with a Major in Business Development and Promotion
Are you looking for a course with both a practical and strong academic focus that offers you interesting development and career opportunities in business administration? Would you like to learn more about managing in a market-oriented way and developing new business areas, about product and process innovation, about the specific process and characteristics of small- and medium-size companies, or about the kinds of competitive strategies organisations use internationally? Or perhaps you are thinking about a second academic degree? If so, the Master of Science in Business Administration as a work-study course will prove to be an attractive option. The Master of Science in Business Administration degree is in demand A study of numerous Swiss companies has shown that there is a great demand for people with qualifications in business and economics. Experts are emphasis ing in particular the value of the Master degree and the importance of gradu ates being able to think like entrepreneurs and effectively implement ideas with a view to shouldering some of the responsibilities currently borne by executives. In this connection, it becomes especially important for students to have a strong applied focus combined with a solid foundation of academic and analytical skills. The consecutive Master in Business Administration is a future-oriented degree whose contents are geared precisely to the requirements of businesses. A valuable degree with interesting development prospects The Master of Science in Business Administration has a strong academic foun dation and at the same time offers specialist and management training with an international perspective. It thus constitutes a stepping stone for successful career development by allowing participants to systematically combine wideranging theoretical approaches with expertise drawn from the applied realm in order to tackle new problems arising in their daily work, address complex situa tions, and make well-considered decisions for the benefit of all stakeholders. Possible employment areas for graduates with a Master of Science in Business Administration In the long term, those with a Master degree have particularly favourable career and development opportunities because the course enables them to take up challenging roles in project work, specialised fields and in management. Possible entry-level jobs with small and medium-size companies involve working as an assistant to a senior manager, product manager or (key) account manager. This means they will be qualified to work in following fields, especially with a large company: qualified support functions, advising/consulting, business develop ment. 5
Skills profile of the course
Developing a range of skills The Master of Business Administration with a Major in Business Development and Promotion clearly focuses on developing students’ ability to implement ideas. Upon completion of the programme, students will be able to develop a business idea with partners from an industry or a company and to launch their innovation successfully in the market.
In the context of the Master of Science in Business Administration degree with a Major in Business Development and Promotion, graduates will have acquired the following skills: – Expertise in business development and promotion: Expertise in managing and marketing a company competi tively, in developing new business fields, in overseeing product and process innovations, and in finance and accounting. – Project management and organisational skills: The ability to plan, supervise and successfully evaluate complex projects spanning multiple organisational units, to work with people from a range of disciplines; to participate in and contribute to the design of group processes, and to lead a group. – Applied research skills: Ability to obtain and analyse data from research projects and to present it appropriately to a particular audience. – Analytical and problem-solving skills: Ability to analyse complex questions and problems. – Communication and presentation skills: Ability to commu nicate appropriately and effectively both orally and in writing and to explain complex content convincingly to a particular audience of specialists. – Ability to self-reflect and make decisions: Ability to reflect conscientiously and self-critically on one’s own action as a basis for success when working on projects in the field.
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Important aspects for successful completion of the course
Academic and practical orientation Students will further develop their academic skills, partici pate in practical research projects, and write a Master thesis on a particular topic relevant to an applied field. And they will collaborate closely with industry partners when working on their research projects and Master thesis. The course pays close attention to ensuring that the academic skills being taught are of direct relevance to day-to-day professional life. Students will have the opportu nity to apply many of the methods and instruments in their professional experience already during their studies. Furthermore, they will reinforce what they have learned immediately and use it at the applied level when working on specific projects. This ensures a lasting effect when it comes to developing skills. The course also offers considera ble freedom for those with families and part-time jobs by allowing them to work up to 50 % of regular working hours. Furthermore, Lucerne School of Business offers students with an outstanding academic record a limited number of fixed-term employment contracts as research assistants. The university will be instrumental in helping you find a job.
Participants The Master course is primarily geared to graduates with academic or Bachelors degrees in business from a university or a university of applied sciences. Students who have a university or a Bachelor degree may be admitted if their background in business fulfils the entry requirements or if they complete any missing coursework during the first two semesters. Applicants who received their diploma from a university of applied sciences under an older model also have the opportunity to transfer some of the credits they earned at the time. Lecturers The lessons are taught by lecturers of Lucerne School of Business, whose teaching staff also includes distinguished experts from companies, consulting firms and other organisations. This ensures that the curriculum maintains a high quality standard in its content and relevance to applied fields.
Language The programme is entirely taught in English because a strong command of English is essential for a career in international business. The university recommends level C1 of the Cambridge ESOL (IELTS 6.0 – 7.0) or an equivalent as the entrance requriement. Teaching methods The programme combines contact study with guided and self-directed study. To ensure that the programme aligns academic and practical orientations in an optimal way, lecturers at the Master level are required to have a rigorous academic background as well as up-to-date practical experience in their field.
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The modules of the course
Module 1 6C Network Management Module 8 6C Research Methodology I
From the innovative product/service idea to the successful market launch
Module 2 6C Customer Relationship Management
Module 3 6C Change Management
Module 9 3C Research Methodology II
Module 10 Applied Research Project I
9C
Module 4 6C Business Opportunity
Module 11 Applied Research Project II
9C
Module 5 Business Design
Module 12 Preliminary Study for Master Thesis
3C
9C
Module 6 9C Business Implementation
Module 7 6C Integration Module and Study Tour
Module 13 Master Thesis (incl. Defence)
12 C
Work/study course (average of up to 50% of normal working hours)
1st Semester 2nd Semester 3rd Semester 4th Semester
The Major in Business Development and Promotion includes the Business Opportunity, Business Design, and Business Implementation modules so as to reflect the actual structure of innovation processes themselves. The final module counts as the culmination of the previous ones, whereby students will go on a study trip to visit an important business region abroad and participate in specific projects on site. On the one hand, this ensures that the programme does indeed have an international orientation, and on the other hand it reinforces students’ ability to cope in an intercultural environment.
Filling any gaps in the student’s entryqualification profile
The Master of Science in Business Administration consists of a foundation course with general management content and an emphasis on services management.
6 C = 6 ECTS Credits (1 Credit = 30 hours workload for students)
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The modules of the course
Module 1
Module 3
Network Management This module focuses on strategic management as observed in the context of networks. As a continuation of coursework on strategic management in organisations, the module further examines the particular nature of management involving networks. It analyses the fluid boundaries that exist between organisations and their external networks and markets and also focuses on the possibilities and limitations that arise in this regard. In this context, traditio nal contrasts such as cooperation and competition, or markets and hierarchies tend to cancel each other out, while legal and regulatory control mechanisms increasingly gain in importance. Module 2
Customer Relationship Management Customer relationship management (CRM) suggests a holistic management approach that places the client at the centre of the organisation’s activities. Client-focused management practices are further understood as the central strategic issue of small and large companies across all sectors of an industry. CRM has proven to be a robust concept when it comes to coordinating strategies, pro cesses and measures across functional lines so as to secure profitable client relationships in the long term. By working on projects, students will develop their understanding of the applied methods and skills relating to internal support functions as encountered in CRM projects.
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Change Management This module examines the interface between the organisa tion and its markets from a dynamic developmental perspective. This means that change becomes the source of innovation in technology, service and processes, thus forming the prerequisite for safeguarding the long-term survival of organisations. The need of organisations to change forces them to recognise the importance of planning, supporting, driving and evaluating their change processes. Module 4
Business Opportunity In this course students will develop their understanding of the driving forces in markets (technology, globalisation, customer behaviour, etc.) and be able to identify and create new opportunities by tapping into the potential within companies. They will also acquire the necessary method skills during the course. In addition, they will go on to define the opportunities they discovered for the purpose of decision making and evaluation, and present them in the form of a strategy paper. As part of a next step, they will develop a set of criteria for the benefit of decision makers.
The modules of the course
Module 5
Business Design This module enables students to design a clearly defined service concept based on an innovative product or idea. Besides defining the content of the innovation, they will also learn to design its processes and plan the steps that will make service delivery unique. Innovations thus become integrated into an existing business model or form part of a new business case. Module 6
Business Implementation A good idea becomes a successful innovation only once it has been implemented. This module allows students to make the ideas they have identified more concrete. They will create a detailed strategy paper, develop scenarios, make the necessary decisions, and formulate instructions. Furthermore, they will be able to monitor and control the implementation steps as well as the results. Module 7
Integration Module and Study Tour The module gives students a comprehensive overview of the innovation process based on specific examples from actual practice. To this end they will go on a study trip to a major business region in order to learn more about interna足 tional and cultural aspects. This ensures that the course maintains its international orientation and that students will further develop the intercultural awareness. While having the right set of contacts is important, students will also have the opportunity to work on specific projects in the field of business development and promotion.
Module 8/9
Research Methodologies Specific problems taken from the fields of service manage足 ment and innovation provide the basis for developing the methods and instruments used when conducting research. Module 10/11
Applied Reserach Project I and II Students will learn to use the various research methods correctly while working on specific case studies. In addition, they will work on exercises to examine the problems encountered in Modules 1 and 2 in greater depth. Module 12
Preliminary Study for Master Thesis Students will craft their master thesis project. Module 13
Master Thesis (incl. Defence) While working on their Master thesis (12 credits), students will pursue a research topic independently and thus create an overarching context for the technical, applied and academic skills they acquired in earlier modules. The Master thesis is the culmination of the Master course.
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Application, admission and further information
The decision on whether or not to accept a student to the MSc in Business Administration programme rests with the head of the course. Applicants must meet the following criteria: – Bachelor degree or similar university qualification in Business Administration or economics, business economics, business law or a related discipline – Proof of being able to participate actively in an Englishspeaking curriculum at university level – Exceptionally high level of motivation and willingness to perform – Positive outcome of the admission interview Applicants who do not meet these requirements may be admitted on the condition that they make up any missing coursework during the first year of the course.
The application documents must be submitted by mid-May to: Lucerne School of Business Master Degree Secretariat Zentralstrasse 9, P.O. Box 2940 CH-6002 Lucerne T +41 41 228 41 30 F +41 41 228 41 31 master.wirtschaft@hslu.ch Admission interviews will be conducted as of the end of January. The university does not issue confirmation of acceptance. We recommend that applications be submitted early because places on the course are awarded in the order in which applications are received. Further information on the consecutive Master programmes as well as application forms is available at www.hslu.ch/international.
The application must include: – The completed application form – Proof of a previous qualification (degree, degree supplement, transcript, document showing grades) – Statement explaining the reasons for the application – Proof of a command of English – Curriculum vitae with photo – Copy of the Bachelors degree thesis or similar individual project, including the grade Candidates who are still working on their Bachelors degree at the time of the application can submit any missing application documents at a later time
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Prof Dr Daniel Peter, the head of the programme, will be glad to advise you and provide further information. You can reach him on T+41 41 228 41 84 or daniel.peter@hslu.ch
Location
Lucerne School of Business The Lucerne School of Business is one of the schools of the Lucerne University of Applied Sciences and Arts. As the competence centre for higher management training, it makes an important contribution to developing the overall level of knowledge in society through its participation in the applied fields (training and development), research and consulting. It provides training for specialists and managers and supports organisations and institutes in developing
solutions for their administrative and operational require ments. Besides the Bachelors programme in business ad ministration with seven focus programmes, Lucerne School of Business offers three consecutive Master courses and is the largest provider of post-graduate courses of all Swiss universities of applied sciences. Furthermore, it is affiliated with other universities and partners in the fields of business and administration in Switzerland and abroad. Karte Luzern
Bale/Berne Zug/Zurich
Exit 26 Lucerne centre (only to/from the north)
Vierwaldstättersee
Historc city centre Lake of Lucerne
Ra ilw ay Sta tio Lu ce rne
Moto rway A2 Exit 27 Lucerne-Kriens
Gotthard/Horw
1 Lucerne School of Business Zentralstrasse 9 P.O. Box 2940 CH-6002 Lucerne Switzerland
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Lucerne School of Business Master Degree Secretariat Zentralstrasse 9 P.O. Box 2940 CH-6002 Lucerne
T +41 41 228 41 30 F +41 41 228 41 31 master.wirtschaft@hslu.ch www.hslu.ch/international
12-2011.V1
Switzerland