1-151-14_Anz_Treppe_D_A4h.indd 1 13.07.15 10:57

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Prof. Dr. Michael Feucht, Dean
Dear students, prospective students, alumni, friends, sponsors and partners of our Faculty of Business,
T he chambers of industry and commerce raised an alarm in
2015. The reason: The number of company start-ups has been decreasing for a number of years, which poses a risk in the long term to Germany’s position as a business hub. The chambers surely have a point, and it should give us food for thought. What is the reason for the dwindling numbers of innovative company start-ups? Why is it becoming increasingly difficult for established medium-sized companies to find suitable successors?
The causes are numerous. On the one hand, the demographic change is taking effect. Fewer young people means fewer companies. Then there is the continually strong labour market, which offers excellent job opportunities to qualified persons as employees. It also seems that the children of the so-called X and Y generations have a pronounced need for safety. They are clearly shying away from the risks of founding a company.
Although the Augsburg University of
Applied Sciences already provides comprehensive advisory services for students interested in establishing their own company, we want to do even more in the future. With technology, business and design, the university is based on three important pillars which, combined, can release a great deal of creative potential. We wish to incorporate the idea of setting up a company in all study courses. We are considering a crossuniversity centre of innovation. We already made a start last semester with the new seminar format “The lions’ lecture hall”, which even attracted the interest of the national press. We will implement ideas on the topic of “innovation” which one of our Master students developed.
This edition places a particular focus on aspects relating to innovation and entrepreneurship.
We can also observe this trend among our students. When we ask them in the first semesters, only one or two young people these days can imagine founding their own company or taking on a company, compared to 100 or 150 in the past. An
“entrepreneurial spirit” is missing.
However, this is only one facet of life at our university. There are plans for exciting guest lectures, useful excursions and a number of interesting projects with cooperative partners in Germany and abroad. In March, we welcomed once again more than 40 foreign guest students for a semester at our faculty.
The focus this summer will be on our partnerships with universities in the USA.
Professors from the United States will hold guest lectures here. Starting at the end of May, there will also be a four-week summer school for a student group from
Akron, Ohio.
Once again, I hope you enjoy reading our faculty magazine. I would like to extend my sincere thanks to our advertising partners for their kind support of gP Business!
Yours,
Prof. Dr. Michael Feucht, Dean
PS: If you know somebody who is interested in receiving a free copy of gP Business in English or German, please send the name and address to gpbusiness.wirtschaft@hs-augsburg.
de. We will then send a free copy of the newsletter.
T I T L E P I C T U R E
Anna Pfefferle,
Alumna of the faculty of business

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N EW TE AM M E M B E R
Augsburg
University of
Applied Sciences appointed Dr.
Sarah Hatfield as professor of human resource and change management.
Since taking up this role in March, she supports the
Personnel, Labour Market Research and
Strategy area of expertise with Prof. Dr.
Erika Regnet, Prof. Dr. Michael Freiboth and Prof. Dr. Jens Horbach. Prof.
Dr. Sarah Hatfield studied Economic
Psychology at RWTH Aachen before receiving her doctorate in Change Management. She then worked at the Fraunhofer
Institute for Production Technology in the field of enterprise dynamics. At MAN
Diesel and Turbo, she set up the Change
Management group before changing to the field of personnel development. Prof.
Dr. Hatfield is a coach for organisational development and has taught at the
Distance-Learning University of Applied
Sciences in Riedlingen.
N E W T E A M M E M B E R
Dipl. Päd.
Susanne
Berndt-Ihle is now part of the
Optimisation and Operations
Management research group
(HSAOps).
An increasing number of projects and events in association with companies called for even greater care and development
S AV E T H E D AT E : P Y R A M I D 2 016 of customer relations. Following her commercial vocational training at the Catholic University of Eichstätt-
Ingolstadt, Susanne Berndt-Ihle studied
Ergonomics and Economic Psychology.
She developed an ergonomics strategy for AUDI AG for automobile production lines and was responsible for strategic personnel development at Andreas
Schmid Logistik AG in Gersthofen.
She completed vocational training as a business mediator and now works in this field at various institutions.
The Pyramid is returning. On 4 May 2016, this careers fair will turn the Rotes Tor campus into a first-class career hub from
10:00 to 15:00. Over 170 companies have registered to get to know students of
Augsburg University of Applied
Sciences. Around
100 students from all faculties, supported by
Prof. Dr. habil. Klaus Kellner and Prof. Dr.
Wilhelm Liebhart, plan and organise this huge event. The slogan of the Pyramid: theory and practice.
Information: www.pyramid-hsa.de
R E S E A R C H P R O J E C T : F R A U N H O F E R C O N S O R T I U M R E F R E S H M E N T S
Experts for Optimization and Operations
Management (HSAOps) at the Faculty of Business are extending their research work by forming relationships with other institutions and companies. These experts have now taken over leadership of the consortium, in which the Fraunhofer
Working Group for Supply Chain
Services SCS and the Chair for Work and Organisational Psychology (PiA) at
Friedrich-Alexander University Erlangen-
Nuremberg (FAU) participate. Together they will investigate and improve upon the process for motivating industrial employees in the field of warehouse logistics. This project, funded by the Federal Ministry for Economic Affairs and Energy, runs for two years. Benedikt Biehle GmbH &
Co. KG, hagebau süd Logistik GmbH,
Konrad Kleiner GmbH & Co. KG, Max
Müller Spedition GmbH, Piel GmbH and
Spedition Nuber GmbH are professional partners of this project.
Information: Profs. Dr. Krupp,
Dr. Richard, Dr. Waibel
Sparkling water unit in the foyer
Mental stimulation and hydration go hand in hand. But why drag heavy bottles to the university if there is an easier way? In cooperation with the municipal utilities of Augsburg, a sparkling water unit is being installed in the foyer of the Faculty of Business.
Drinkers of sparkling water will really appreciate this. By the way, the drinking water in Augsburg is of excellent quality and comes directly from the neighbouring city forest.

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D O M I N I K G A N S W O H L A M O N G T H E B E S T I N
S TA R T- U P C O N T E S T
C A S E S T U D I E S :
I N D U S T R Y 4 . 0 I N LO G I S T I C S
A start-up team consisting of former
International Management student
Dominik Ganswohl and two engineers,
Alexander Riess and Andreas Hippe (both from Technical University of Munich), was in the top 20 at this year’s Bavarian
Businessplan Competition in Munich. They impressed the board of 18 companies and investors, and were among the best from a total of 137 applicants. Their idea: an innovative seat for buses and trains that combines the efficiency of standing room with the comfort of a regular seat. The name: Columbus. The team is already in close cooperation with well-known companies and is waiting for approval of their EIST application.
The case study seminar is a fixed component of the work of the Optimisation and Operations Management (HSAOps) research group. This time, the up-andcoming researchers did not focus on general trends in Industry 4.0, but on specific characteristics of digitalisation in the Swabian logistics sector. During this seminar, students turned completed projects into case studies. They spoke to project leaders from various companies and evaluated project documentation.
Scientific theory and practice were combined as the theory of solutions is just as important as presenting practical work and project results. The participating companies were given the
Start-up team: Dominik
Ganswohl, Andreas
Hippe and Alexander
Riess (fr. l. to r.).
C E RTI F I E D: P R O F. D R . J O E R I S C H A N G E O F P E R S P E C T I V E
Professors from the
Faculty of Business are availing of opportunities for further teaching qualifications. Prof.
Dr. Sabine Joeris completed the ProfiLehre (professional teaching) programme at the Bavarian
Centre for University
Teaching (DiZ). By completing almost 150 units of work, she developed her knowledge and competence in teaching and learning concepts, presentations and communication.
The programme also covered topics such as teaching as a profession, advising and supervising. On completion, she was awarded the
University Teaching Certificate of Bavaria.
At the end of 2015, students received the Hans-Benedikt Prize for their commitment to refugee work. In addition to their not-forprofit marketing project, they have now decided to make a video aimed at easing communication between refugees and the local community. This short film which was produced in cooperation with the elfgenpick agency is entitled
“Perspektivenwechsel” (Change of
Perspective) and can be viewed on the university’s YouTube channel.
Video can be viewed here: opportunity to discuss the completed case studies in detail in January during a presentation of the results. Augsburg
University of Applied Sciences published the results in cooperation with Logistik
Cluster Schwaben e.V. in the fourth edition of “Fallstudien der schwäbischen
Logistikwirtschaft” (Case Studies of the
Swabian Logistics Sector).
Information: Profs. Dr. Krupp,
Dr. Richard, Dr. Waibel

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S I M P LY FA S T E R : E L E C T R O N I C S M A N U FA C T U R I N G AT A U M Ü L L E R A U M AT I C
Those who rest, rust. What applies to personal fitness also applies to the inspection of business processes. Aumüller
Aumatic GmbH in Thierhaupten worked in cooperation with twelve students from
Augsburg University of Applied Sciences to analyse electronics manufacturing processes and to detect any abnormalities.
The logistics project team, supervised by Prof. Dr. Waibel and the soon-to-be
Master of Applied Research Philipp
Gruber , formed three teams for this project: commissioning, manufacturing and quality assurance. The evaluation was rounded off with a detailed analysis of the actual situation and valuable coordination discussions with experts from
Aumatic. Weekly project meetings allowed the team to exchange findings.
In the end, the students managed to give concrete tips for simplifying electronics manufacturing and shortening lead times. Both parties were highly satisfied with the results and further cooperation projects are now in the pipeline
Information: Prof. Dr. Waibel
R E F U R B I S H E D : D I G I TA L C O N S T R U C T I O N S I T E
A construction site is a microcosm.
People, machines and material are constantly on the move. Coordination is the key to success and the foreman is crucial. He controls the production processes of the construction unit, regulates deliveries from suppliers and communicates with other tradespeople.
According to a new study carried out by the Faculty of Business, this demanding field of activity will change in the future due to digitalization. As part of a work sampling study, students accompanied 18 foremen on 52 construction projects. They recorded and evaluated the time required to carry out individual activities. Prof. Dr.
Michael Krupp and his logistics experts have already discovered unrecognized potential for digital resources on construction sites. The young researches also suggested improvements for processes that would allow foremen more time for their actual tasks or even for new tasks. You can request the results of the study at info@hsaops.org.
AUGSBURGER ARBEITSPAPIERE
FÜR MATERIALWIRTSCHAFT UND LOGISTIK
AUSGABE 4 | MÄRZ 2016
DER POLIER – TAKTGEBER DER BAU SUPPLY CHAIN
Tätigkeitsfelder in Theorie und Praxis – Entwicklungsperspektiven
HOCHSCHULE AUGSBURG
FAKULTÄT FÜR WIRTSCHAFT
FORSCHUNGSGRUPPE OPTIMIERUNG
UND OPERATIONS MANAGEMENT www.hsaops.org
Information:
Prof. Dr. Krupp
R O P E T E A M : M AT E R I A L S M A N A G E M E N T AT S TA R T- U P G A N Z O O
The more products a company offers, the more difficult it is to keep track of everything. Successful company founders can tell you a thing or two about this. The introduction of a materials management system often quickly becomes a top priority. But do we find the most appropriate system?
Almost 20 students from the advanced module “Change Management” set out to answer this question in cooperation with start-up company
GanzoO. Behind this brand is a young, ambitious specialist in paracord ropes for survival and outdoor activities who wishes to extend the company’s online delivery service.
To find the most appropriate materials management system from a large number of available systems, the project team first of all carried out an in-depth analysis of the business processes of the Augsburg-based rope experts. They then developed a criteria catalogue for selecting a suitable software solution. This should help the start-up company to save money, while at the same time improving the quality of their processes. By giving an interim presentation to the managing directors, the students were able to incorporate any final suggestions or comments in relation to choosing a materials management system. This indepth practical project was supervised by Prof. Dr. Richard and Marjan
Isakovic and Stefan Rockinger , students of the Master of Applied
Research.
Information: Prof. Dr. Richard

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C O N S T R U C T E D : D I G I TA L W H O L E S A L E
Given its economic significance, the construction materials business has not been sufficiently researched. This finding relates in particular to internal processes.
The rapid development of online trade poses an increasing threat to traditional sales models. Augsburg University of
Applied Sciences and the Fraunhofer
Working Group for Supply Chain Services
(Fraunhofer SCS) have decided to work together to develop future models for construction wholesale. Originally, the survey of experts from the logistics industry was carried out according to the order-to-payment model in order to understand the current internal supply chain. The questions were mainly based on the use of digital instruments and revealed five gaps. Commissioning is done without the use of digital resources.
There are no online order confirmations for customers.
Digital resources for warehousing, incoming orders and postal invoicing were not available either. A best practice model was developed based on these empirical results.
Information: Prof. Dr. Krupp
Key elements of digital order processing in the construction materials business
In the battle to find suitable qualified employees, lifelong learning is becoming more and more important.
Companies need to stay on the ball, recognise trends and make the right decisions. As a strategic partner of the regional economy, Augsburg
University of Applied Sciences offers support in this area, for example with the Faculty of Business’s training programme.
Contact partner regarding all courses in the Faculty of Business’s training programme: Prof. Dr. Erika Regnet,
Tel: 0821/5586-2921 oder -2917, weiterbildung.wirtschaft@ hs-augsburg.de
More information under www.hs-augsburg.de/en, category “Networking”.
C O M PA N Y S E M I N A R S C E R T I F I C AT E C O U R S E S
Companies looking for support when it comes to further business education have come to the right place. A wide range of topics is covered at the Faculty of
Business. On request, seminars can also be held in English. All seminars are aimed at specialist and executive employees.
• Managing employees successfully – a management seminar with outdoor elements on 8/9 March 2016 with Prof. Dr. Christian Lebrenz
• Project management – planning and monitoring with Microsoft Project from 9 to 11 March 2016 with Prof. Dr. Clemens Espe
• Update employment law on 20 April 2016 with lawyer
Armin Holnaicher
• Succession in a family company – strategy, analysis and implementation
• Managing teams and employees in the 4.0 world of work
on 3 June 2016 with
Prof. Dr. Mahena Stief
Those who wish to remain competitive reap lasting rewards from having upto-date knowledge. In 2016 the Faculty of Business is offering the following further education courses and university certificate courses:
• Product Management
• Marketing, Distribution and
Customer Management
• Controlling
• Management Knowledge
The certificate courses take place in the
Technologiecentrum Westbayern (TCW) in
Nördlingen. They comprise approximately ten modules over one to two days each.
The courses last around one year. Advantages: up-to-date knowledge, immediate application at work and exchange of experience with professionals from other companies. All participants receive a certificate from Augsburg University of Applied Sciences.
You can find more information here:

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R E D G O L D : R E Q U I R E M E N T S
S P E C I F I C AT I O N F O R S P I C E
M E R C H A N T S
Saffron is one of the most precious and expensive spices worldwide. The best restaurants in the world have been giving their dishes a special touch with this spice for centuries now. A Berlinbased company, MIASA GmbH, has been the main supplier of this oriental speciality, also known as red gold, for years now. Sales of saffron products to end customers are booming. The next step is to develop an online portal for the commercial and wholesale business.
However, B2B sales demand new procedures and concepts. Under the leadership of Prof. Dr. Peter Richardand
Matthias Utz , research assistant at
HSAOps, students of the subject
“Business Consulting” took on the task of supporting MIASA in its initial steps of
B2B trade.
First of all, the students gained an indepth insight into business processes at MIASA. Then using the customers’ ordering process, they determined the requirements of the new portal.
They took the design of the portal and the corporate design of MIASA into consideration to ensure that the online shop is in line with the company’s corporate identity. MIASA was impressed with the results of the interim and final presentation. The saffron specialists from the capital were
Information: Prof. Dr. Richard
W I T H A P U C K A N D A B A L L : S P O R T S M A N A G E M E N T
They are real professionals and perform outstandingly on ice. We are talking about the Augsburger Panther ice-hockey players. The Augsburger
Panthers have been recording steady growth for many years now. One reason is the recently renovated ultra-modern
Curt-Frenzel stadium. But it is not only the infrastructure that had to change to meet the requirements of fans and the league. Internal structures and strategies must also be continuously improved.
Students of the “Sports Management” project with Prof. Dr. Marcus Labbé supported Augsburger Panther GmbH and its Head of Marketing, Leonardo
Conti. Key topics: catering, merchandise and organisation. FC Ingolstadt has also already benefitted from Augsburg project teams. Students evaluated
Schanzer’s cooperation with agencies for Thorsten Brieger , Head of
Marketing at Schanzer.
Information: Prof. Dr. Labbé
Project team: Marina Michel, Oguz Kaya, Sebastian Vogel, Fabian Koislmeyer.
E N T R E P R E N E U R I A L S P I R I T : D N A AT S C H A E F F L E R
Markets develop rapidly. Those who recognise trends immediately and develop innovative products remain ahead of the pack.
Students specialising in “Entrepreneurship,
Innovation and Technology Management” left the lecture hall and, together with Prof. Dr. Marcus Labbé, set out to see innovations first hand. Their destination: Schaeffler Gruppe in Herzogenaurach. This is a globally active automobile and industrial supplier with around 85,000 employees. The students were particularly interested in their high-tech products, new high-end materials technology and streamlined manufacturing processes. The students sensed something else: entrepreneurship as a frame of mind as the founders of the company had made a virtue of necessity. This culture of innovation still characterises the DNA of the company to this very day. The students came to the conclusion that theory is useful for structuring and preparing, practice makes something come alive and desire even more so.
Information: Prof. Dr. Labbé

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O N T R A C K : LO G I S T I C S PA N E L I N B AVA R I A N - S WA B I A
Bavarian-Swabia is now one of the strongest economic regions of Germany.
Important production sites require an efficient flow of goods, so it is no wonder that this region has also become a logistics cluster. Teaching and applied research at Augsburg University of
Applied Sciences play a significant role at the centre of this hub. Under the direction of Prof. Dr. Michael Krupp and
Simon Mast , Master degree candidate in the Program for Applied Research, ten students of the “Logistics and Supply and
Supply Chain Management” advanced module developed an approach to panel research in logistics. The aim of this long-term survey method is to find out how the market and the challenges facing shipping agents and logistics service providers will change in the future.
After identifying the companies to be interviewed, the students determined an appropriate range of topics ranging from infrastructure, through outsourcing and specialist employees to the latest developments in the refugee crisis. The students then developed a guideline for exploratory initial surveys. Employees responsible for logistics in local companies were interviewed individually.
Due to the positive response from companies, the development of the panel will probably be continued in the summer semester of 2016.
Information: Prof. Dr. Waibel
P E R S P E C T I V E : LO G I S T I C S AT S C H E R L E R H O L Z B R I L L E N
Sales of wooden glasses are booming.
Opticians are displaying them in shop windows and customers appreciate how comfortable they are to wear. Scherler
Holzbrillen was one of the first companies to break into this market. This Nördlingenbased company has been producing high-quality visual aids for the European market since 2008. Design, development and production are all done under one roof. In the early days, the glasses were produced solely by hand. Increasing demand called for the development of a production procedure and led to semi-automatic production. But the production organisation was also forced to react to new circumstances. Eight
T H I N K B I G :
F U N D R A I S I N G F O R E L E P H A N T S students specialising in Logistics and
Supply Chain Management tackled this task. In close cooperation with company owner Matthias Scherler, the students developed a new production layout and adjusted the company’s planning logistics for order management. The innovative atmosphere proved inspirational as both parties came up with new ideas. Some of them have already been or are about to be implemented. Matthias Scherler on conclusion of project: “Open wooden heart surgery – success!”“
Information: Prof. Dr. Waibel
Applying academic knowledge plays a key role in the third semester of the “Marketing/Sales/Media” Master programme. The students tackle concrete tasks within companies or other institutions and put the theory they acquired into practice. There is an exceptionally diverse range of practical projects. An example: Eileen Büker and Franziska Zeus are supporting the
Augsburg Zoo in developing a fundraising concept for the planned elephant enclosure. The zoo could not survive without financial support from donators and sponsors. The students contribute knowledge acquired during their
Marketing Management course and come up with funding ideas.
Information: Prof. Dr. habil. Kellner
Getting first impressions on sight:
Prof. Dr. Kellner (left), Master students and Tina John, Head of Marketing at
Augsburg Zoo (far right).

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M A R K E T I N G R E S E A R C H : A U G S B U R G U N I V E R S I T Y O F A P P L I E D S C I E N C E S E N J OYS G O O D R E P U TAT I O N
The Bachelor and Master programmes at the Faculty of Business are in great demand. For years now, the number of applicants has been far higher than the number of places available. The exact figures in the Business Administration and International Management Bachelor programmes confirm the positive overall trend, but also show a drop in applicants in the winter semester 2015/16. Market researcher Prof. Dr. Hariet Köstner became curious and launched a project with marketing students. The team opted for an online survey of first-semester students as they should remember the application process quite well. The young market researchers did not only want to find out what motivated them to apply, but also to find out about their impressions of the image of Augsburg University of
Applied Sciences and some competitors.
When designing the survey, the teams quickly noticed that confidentiality is of great importance when dealing with personal data in market research.
The consultation with lawyer Andreas
Thomalla in relation to data protection and address provision proved, therefore, invaluable.
A response rate of almost 40 percent among students formed a satisfactory basis for the evaluation. The results were quite enlightening. When asked about associations with Augsburg University of Applied Sciences, 40 percent of the interviewees mentioned the “Soughtafter personalities”. This allowed the students to conclude that this central message was successfully conveyed to this target group. Compared with its main competitors, Augsburg
University of Applied Sciences fares well when it comes to the international orientation of the university. It also has a good reputation and achieved a high level of satisfaction in relation to the organisation of applications. The project team that presented the results to the faculty heads summarised as follows:
According to the applicants, the Faculty of Business is well-positioned. They stated that the drop in applicants in the winter semester of 2015/16 was primarily due to a general decline in
To what extent do these criteria apply to...
Attractive degree programme
International orientation
Good reputation
Overall study situation
Support for first-semester students
Relevance to professional life
Good communication
Good organisation
Attractive Master programmes
Does not apply
L I Q U I D I T Y M A N A G E M E N T AT A L B A N I
There are many successful mediumsized companies that do business internationally in Bavarian-Swabia.
One example is the Albani Group. It is an owner-managed textile company with subsidiaries and branches in both Europe and Asia. The corporate group employs a total of around 1,000 employees. Students of Prof. Dr.
Georg Erdmann gained an in-depth insight into the company’s activities during their project on “Liquidity
Management in International Medium-
Sized Companies”. They investigated the specific challenges of the international market and analysed the liquidity management of Albani. The applicants as a result of the decline in double Abitur (school-leaving examination) years. Nevertheless, students suggested extending the university’s social media presence and raising awareness among pupils.
Information: Prof. Dr. Hariet Köstner
Augsburg University of Applied Sciences
X of Applied Sciences
Y of Applied Sciences
Completely applies
Basis: Students, n=87: Data presented as averages:
Data collected on competitors in relation to the image analysis of HSA students aim was to develop a standardised procedure for controlling all liquidity flows within the Albani Group, and to derive figures to determine the monthly purchasing budget. The students used the knowledge of experts within the company and investigated the factors that influence liquidity. They spoke to the managing partners and the people responsible for controlling and financial accounting. Result: The students presented an Excel tool, which the company can use from now on to plan and control any liquidity-related processes.
Information: Prof. Dr. Erdmann

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L I K E O N T V : H Ö R S A A L D E R LÖ W E N ( T H E L I O N ’ S L E C T U R E H A L L )
It was just like on TV. On one side were aspiring young entrepreneurs with new ideas but no money. On the other side were critical scrutinising experts with bulging wallets (at least virtually) in search of the business idea of the century. The “Hörsaal der
Löwen” was based on the “Die Höhle des Löwen” (The Lion’s Den) TV show.
For the students of the subject “Start-
Up Business” this competition was the result of several months of hard work.
They analysed start-up ideas and startup companies in great detail and even spoke to local entrepreneurs in their search for new ideas. Thanks to the support provided by adjunct lecturer
Martin Plöckl , students were given the opportunity to take part in an investor pitch with a top-class line up. The jury comprising of Sina Trinkwalder, Kerstin
Kuffer, Prof. Dr. Rohrmair, Martin
Plöckl, Uli Hab, Thomas Poddey and
Stefan Rockinger meant that university members, founders and investors were all equally represented.
There was a huge variety of business ideas ranging from various concepts for apps to energy drinks, modern mobile phone cases and magazines. The jury gave each of the students valuable tips and then evaluated their ideas. Hannes
Hetzer secured the victory in the end. He impressed the experts with his website builder that can be used to design
Facebook competitions. He was awarded a half-day workshop at the investment portal investiert.de funded by Prof. Dr.
Georg Erdmann. Augsburg University of Applied Sciences is also providing him with a workplace on the “rehearsal stage” at the new founders’ centre in the
Naumann building.
Information: Prof. Dr. Krupp und
Martin Plöckl
Participants and jury of Hörsaal der Löwen
J U I C Y TA S K :
T H E F R E S H C O N N E C T I O N
Companies are complex entities that are not always easy to figure out. However, students can do internships to get a taste of what it is like to work for a company. They can even try to figure it out playfully using online simulation. This is exactly what students of the advanced module “Logistics and Supply Chain
Management” tried out by taking part in a value chain game called “The Fresh
Connection”. This is an online business simulation that allows participants to take on the role of executive staff of an orange juice manufacturer. Four departments, including management, must be staffed: purchasing, operations, sales and supply chain management. This posed a significant challenge for the students. An analysis of the actual situation showed that the company was in the red. The students had to make clever decisions to bring the juice manufacturer back on the road to success.
Prof. Dr. Michael Krupp and Matthias
Utz from the optimisation and operations management research group explained the rules of the game and provided the heads of department with the necessary information for the relevant area. This meant that all teams had a detailed overview of the initial situation and the options available. After one trial run, the students got down to business. The teams worked in a weekly rhythm. They organised meetings to discuss their decisions, to meet up and to enter the details in the simulation system. The teams then got together once a week.
Each team presented the decisions made and the reasons for making these decisions to the whole group. They drew their conclusion at the end and gained initial “juicy” experience by looking back at both good and bad decisions.
Information: Prof. Dr. Krupp

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S O U G H T A N D F O U N D : A U G S B U R G E R A L LG E M E I N E J O B M A R K E T
In the past, weekly editions of the main daily newspapers were often a centimetre thick. This was mainly due to the job market supplement containing numerous job ads. But that is now a
50,000 “unique users” a month. After receiving some background information and a tour of the highly-modern printing area of Augsburger Allgemeine from
Max Samer and Martin Guldner, the thing of the past. Nowadays, anyone looking for a job surfs the Internet.
Students of the Master programme
Human Resource Management with Prof.
Dr. Erika Regnet investigated trends in the online job market. The Augsburger
Allgemeine was their project partner. This newspaper’s online job portal is number one in the region and used by around students split up into six teams and got down to work. They analysed the market and identified trends.
Position videos are one of these trends.
These are made up of clips from real employees who describe their workplace and their activities in front of the camera.
Position videos appear very authentic and young people, in particular, enjoy watching them. A detailed analysis proved that interesting videos that are short and made professionally with an interesting story portraying real people can be highly beneficial. This makes the workplace, employees and the culture of a company accessible. It is important that the video is up-to-date. Mobile recruiting is another trend. Generation Y and Z use smartphones for almost everything. To find the right applicants using an app, companies must make sure the recruiting app is easy to use with a positive user experience. Companies that offer diagnostic or matching elements that allow applicants to enter their individual competences and compare them with advertised positions are ahead of the pack. These kinds of functions are important for almost three quarters of all students. The company’s website should always be at the forefront and this is not just a trend. It is not just a traditional way of highlighting open positions. It also still remains one of the most important contact points for job seekers. Online job portals of regional and trans-regional providers represent the second most popular source of information and is also used by everybody.
Information: Prof. Dr. Regnet
I N N O VAT E : F O U N D E R S S H A P E T H E F U T U R E
It is common knowledge that no master has ever fallen from the skies. But what is the best way to combine innovative ideas for a start-up company with a clear strategy? The Entrepreneurship Summit at FU Berlin is the place to find this out. Students of the Entrepreneurship,
Innovation and Technology Management advanced module with Prof. Dr. Marcus
Labbé made their way to the capital city to meet potential founders and experts. They attended presentations and workshops on the topic of
“Implementing
Business Models” and were right at the centre of a dynamic mix of professors, investors, founders and interested parties.
Information:
Prof. Dr. Labbé

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I N D I A LO G U E : C O M PA N Y F O U N D E R S A N D I N N O VATO R S T
Entrepreneurs and experts enjoy coming to the Faculty of Business to discuss interesting topics with young people, for example in the specialisation course
Entrepreneurship, Innovation and
Technology Management with Prof. Dr.
Marcus Labbé.
Benedikt Bucher from Tesla Motors
Deutschland spoke about an important issue of our times: electro-mobility.
He described
Benedikt Bucher the transition to sustainable mobility in a global context. Customers seem to be impressed by the innovative provider: in the three days after the presentation of the model 3 in April, Tesla received an unbelievable 250,000 orders.
Good ideas can quickly be exploited by criminal minds. Florian Seitner from the Cyber Alliance Centre at the
Florian Seitner
K AT H A R I N A A R O N I S : G E R M A N E N T R E P R E N E U R S I N A R G E N T I N A
It can happen very fast: still a student and already a guest lecturer. Katharina
Aronis spoke to
Katharina Aronis
Bavarian Office for the Protection of the Constitution explained that, in addition to the known problem of economic espionage, there is approximately 100 students in their first semester about her thesis and her experiences abroad.
She presented the results of her
Bachelor thesis
“Opportunities and a new danger of terrorist attacks on our closely networked infrastructure. For this reason, the centre advises companies and research institutes as well as operators of critical infrastructure on preventing and clearing up targeted attacks.
With the title “Know-how: What is it and how do I get it?”,
Andreas Kohn , a lawyer specialising in industrial property rights and information technology law,
Andreas Kohn dealt with important questions relating to the protection of good ideas. He raised awareness of the legal issues and spoke about the violation of industrial property rights.
Why not set up your own company? Two experts explained how this can work and what you need to do it. Julia Köberlein , managing partner and creative director of
Julia Köberlein
Kontextlab GmbH, told her exciting story of establishing a company, from her study specialisation to the media startup. Dr. Florian
Rustler , founder risks of German entrepreneurs in Germany” with great enthusiasm and a lot of depth. Because she lived in Argentina for six months, she was able to conduct the primary and secondary research required for her thesis directly on location – an invaluable advantage for the topic. The first semester students found her personal experiences particularly interesting and motivating in view of the semester abroad that they will also experience.
Information: Prof. Dr. habil. Kellner based on examples.
and CEO of creaffective GmbH, provided valuable tips with the slogan
“Successful way to business model innovation”.
Innovation Dr. Florian Rustler management requires the right processes and a sustainable innovation culture. For this purpose, Dr. Tobias Adam of SIT
Innovation GmbH came to the Faculty of
Business to hold a two-day workshop.
Together with the students, he questioned typical ways of thinking. With the SIT method, they broke down established attitudes and developed new products
Information: Prof. Dr. Labbé
M A R K U S F E R B E R :
P U R E E U R O P E
Members of the European Parliament are constantly on the move. This also applies to the popular EU expert Markus Ferber. The elected representative of the region made a stop at the Augsburg University of Applied Sciences on his way to a plenary session at the European
Parliament in Strasbourg in order to talk to the students. Prof. Dr. Julia
Wicke welcomed him in her lecture
“International Law”. He reported on the current parliamentary work, using plenty of practical examples. He then addressed an international student group from the Master programme
“International Business and Finance”, spontaneously and in multiple languages. He had to rush off in order to get to Strasbourg on time, but he left with the promise “We’ll do this again”.
Information: Prof. Dr. Wicke

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Part 1: Master of Applied Research
Part 2: International Business and Finance
Part 3: Human Resource Management
Part 4: Marketing/Sales/Media
Part 5: Taxation and Accounting
PA R T 5 : TA X AT I O N A N D A C C O U N T I N G ( M S R )
Programme s
Professor Kafadar, how is the Taxation and Accounting Master programme different from a specialisation in the
Bachelor programme?
In principle, the Master programme builds upon a Bachelor degree with corresponding specialisation. After all, very sound basic knowledge is required.
However, we extend beyond this in the
Master programme. We deal with the basic topics in considerably greater detail and also handle completely new topics. In short, knowledge and skills in taxation and accounting are expanded and built upon in this programme.
Is there something special about MSR?
Yes, absolutely, because this Master programme is designed to be compatible with everyday life. The lectures take place on three days per week. This means that, in addition to the academic teaching, the students have the possibility to gain practical experience on the other two days. In this way, valuable theory and practical experience can be combined in a useful manner during the study course.
Who is the Master suitable for?
In principle, for everyone who wishes to build upon and enhance their knowledge in these areas after obtaining their
Bachelor. Of course, you should also be interested in legal provisions and arrangements – and want to be supported by dedicated professors. Prof. Dr. Kalina Kafadar
What areas do graduates of MSR work in?
Most of our students already have a clear career goal in mind on the first day of the study course. For example, many of them wish to go on to take an examination to become a tax advisor or auditor. This illustrates one typical field in which our graduates work: at tax consultancy or accounting firms, often at the so-called Big
Four. However, our graduates are also well equipped to work at large international companies in Accounting or Tax. These fields also offer attractive career opportunities for our
Master students.
How many places are on offer and how do you apply?
We offer eight to twelve places per semester. We have around 30 Master students in total. If you are interested in the MSR programme, you can find all important information on the Faculty of
Business web pages and can also apply online. It is possible to start the course in both the summer and the winter semester.
You can find out more about MSR here:

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M A S T E R S T U DY C O U R S E S :
H I G H A P P L I C A N T N U M B E R S
If you applied for a place in the
Marketing/Sales/Media (MVM) Master programme for this summer semester, you’re not alone. Although the number of applications in summer is always lower than that in winter, approximately 350 applications were received for the 30 study places. The study course, offered together with the THI Business School in Ingolstadt, thus remains one of the most popular Master programmes at both universities. There is news to report regarding the Taxation and Accounting
(MSR) study course: This course is now also accredited and has an external seal confirming the quality of the study course. By the way: Applications for the
Human Resource Management (PMG) and International Business and Finance
(IBF) courses are only possible for the winter semester. All four Master courses are in high demand within the region and beyond.
Information: Prof. Dr. Regnet (PMG),
Prof. Dr. Feix (IBF),
Prof. Dr. Uhl (MVM),
Prof. Dr. Kafadar (MSR) und
Prof. Dr. Richard (MAPR)
N E W A N D E X T E N D E D : M A S T E R I B F
The fulltime Master programme
“International
Business and Finance”
(IBF), which is taught through
English, is designed
Prof. Dr. Thorsten Feix to last three semesters. In line with its international focus, the students previously worked at the Augsburg
University of Applied Sciences in the first and third semesters and went to one of the foreign partner universities in the second semester. The problem with this was that students from countries outside of Europe needed to go abroad again after only one semester in Augsburg, even though they had just arrived in
Germany. This problem has now been solved. Non-European IBF students can now choose to also complete the second semester at the Augsburg University of Applied Sciences. This makes the study programme more appealing to, in particular, potential students from Asia and North or South America.
The structure of the course has also changed. Director of studies Prof.
Dr. Thorsten Feix has strengthened the academic and strategic aspects in the second semester with new courses: Corporate Strategy & Strategy
Consulting, Strategy Case & Simulation and Strategic Corporate Finance. Guest lecturers are also on board. With Prof.
Dr. Bulent Aybar, the Faculty gained an excellent professor from the United
States who examines the international capital markets from an American perspective. Last but not least, the traditional boot camp will take place from this autumn with a campfire evening and a fourth day. Informal conversation with successful financial managers is always interesting. There will be a visit from a board member of a large, successful, international corporation, and the students will welcome representatives of one of the leading European investment banks on the new fourth day of the boot camp.
Information: Prof. Dr. Feix
P U B L I S H E D : M A S T E R T H E S I S BY F R É D É R I K E R B E N
In a new series, the research group
Optimisation and Operation Management
(HSAOps) is publishing excellent theses from the Master of Applied Research programme, starting with Frédérik
Erben’s thesis on lean management.
Nowadays, most production systems are based on the lean management approach. The principles and methods developed originally by Toyota in Japan are used all around the world today - whether that be in a producing company, a logistics service provider, a multinational corporation or a successful medium-sized company. However, the level of success depends on the preparation. Together with partners in industry, Frédérik Erben developed a lean management selfauditing checklist. This makes it possible for specialist staff and managers to analyse whether their company is ready for the lean concept to be introduced or whether additional preparatory measures are necessary. The tool has already been tested in practical use and has shown very good results.
Information: Profs. Dr. Krupp,
Dr. Richard, Dr. Waibel
»ARE YOU READY FOR LEAN?«
Selbstaudit zur Analyse und
Bewertung der Ausgangssituation für die Einführung von
Lean-Management im Mittelstand
Frédéric Erben
Masterarbeitenserie der
Forschungsgruppe Optimierung und
Operations Management der Hochschule Ausburg
Ausgabe 1 | März 2016

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F O R C O M PA N Y F O U N D E R S :
C O - W O R K I N G S PA C E
D E F E N D E D : M I C H A E L D E M E L’ S M A S T E R T H E S I S
New ideas need unusual environments. To allow students to develop their innovative and entrepreneurial spirit, the Augsburg
University of Applied Sciences is taking a new approach, also in terms of space. The former rehearsal stage in room P3.09 in the so-called Naumann building is being transformed into a creative co-working space. The area will serve as a free office and creative room simultaneously. In the future, it will be easier for students who wish to set up their own company to take the first steps towards a start-up. Added bonus: Events relating to ideas, innovation and company foundation will take part in this room from the summer semester of
2017 to allow informal exchange between students and start-ups.
Information: Prof. Dr. Krupp und
Prof. Dr. Erdmann
Ultimately, a superb Master thesis from student Michael Demel was the reason that the long-serving former president of
FC Bayern Munich, acting honorary vice president and former colleague Prof. Dr.
Fritz Scherer returned to “his” faculty.
He was impressed not only by the new premises, the diversity and the quality of our study programme, but also by the presentation by Michael Demel. Demel dealt with the FCB’s entry strategy for the Chinese football market. His Master thesis, for which Prof. Dr. Labbé was his supervisor, was so good that he received the opportunity to present the results to the executive board of the record-holding football club a few days after defending it. This presentation was also excellent.
Information: Prof. Dr. Labbé und
Prof. Dr. Feucht
Master graduate Michael Demel with the former president of FC Bayern Munich and colleague of the faculty, Prof. Dr. Fritz Scherer, and dean Prof.
Dr. Michael Feucht.
A C C O M P L I S H E D : G R A D U AT I O N C E R E M O N Y
When you look at it rationally, a study course is a lot of work. In emotional terms, it is a rollercoaster. You experience great success and bitter defeat. You make new friends, but also need to handle the occasional dispute in team projects. You worry about your finances, stress out over exams, and get annoyed by exam results or professors. And, as anyone who has written a thesis will know, difficult times are always followed by relief and pride. Those who have managed to get through all of that should certainly celebrate.
The Augsburg University of Applied
Sciences honours all graduates in a ceremony and awards the degrees on stage – every semester. Apart from the Master students in the Marketing/
Sales/Media (MVM) programme, who receive their degree certificates at the
THI Business School in Ingolstadt, all
Bachelor and Master students at the
Augsburg University of Applied Sciences are always invited. Together with their families and friends, they enjoy the last official part of their studies. The Faculty of Business would like to congratulate all graduates and wish the sought-after personalities the best of luck in their personal and professional future.
Information: Prof. Dr. Feucht

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Y E A R R E P R E S E N TAT I V E S : E L I S A B E T H H U B E R A N D A N D R E A S P O C L I TA R I U
Ms. Huber, Mr. Poclitariu, you have been representing the interests of students at the Faculty of Business for three semesters now. What made you take on this role?
Huber: For me, it is the most interesting task for students, because we are the link between the students, the professors and the many other areas. In this way, we learn a lot and understand much better how our university works. As a normal student, you only see one side: the lectures and seminars. And, of course, the exams. For example, not many students know that student representatives can also have a
Poclitariu: The welcoming speech to the new students was a highlight for me.
Standing there in front of 150 people, it suddenly became clear to me what it means to be a representative. It was a very intense, but also a great experience.
Huber: Whenever we successfully pull off an event, this is a highlight for all of us and gives us a great feeling. For example, after the last Christmas market when we managed to raise over 900 euro for a good cause.
Standing up for the interests of students is not a matter of course.
Would you wish for more dedication from your fellow students?
Huber: Yes, we would. For example, we find it hard to understand why participation in the election of the student representatives is so low. After all, it directly involves our own interests. Maybe it is not enough to raise awareness among first semester students. Continuous informational activities might be needed.
Poclitariu: When there is so much information, it’s difficult to maintain an overview. In addition, there are some students who are not very committed to the university. They only concentrate on their studies and exams, which is a pity. during organisational work in projects or in teamwork. Apart from all that, it’s just a lot of fun in the Stuve.
W H I T E S P L E N D O U R :
S K I S E M I N A R 2 016
A particular focus is placed on skiing in the Faculty of Business’s range of activities. For the 21st time so far, students, professors and alumni started off the summer semester with a skiing trip. They received the very best sporting support: in February, Prof. Dr.
Wolfram Schönfelder had successfully participated in the Bavarian University
Championships on the FIS slopes of the
Großer Arber mountain. He took part in all disciplines. In giant slalom skiing and snowboarding, he was in the top
10, and he even came in in 2nd place in classic cross-country skiing and in the biathlon, thereby helping the Augsburg
University of Applied Sciences to reach a respectable 6th place among the
16 participating Bavarian universities of applied sciences with 136 sportspeople.
Information: Prof. Dr. Schönfelder
Andreas Poclitariu and Elisabeth Huber.
direct influence on the appointment of new professors. Personally, I very much enjoy working in the Stuve (editor’s note:
Stuve is the abbreviation for student council). I have always liked organising things.
Poclitariu: We’re not on our own in the
Stuve. There must be 30 or 40 active members from all the different faculties and study courses. We are a varied group. Our successors also did a good job. Of course, this provided motivation to get involved. I like to help people and I am certainly broadening my personal horizons by working in the Stuve.
What are your personal highlights of working as a student representative?
Alright then, let’s do a bit of advertising. How can you make working in the Stuve appealing to others?
Huber: You develop a very good understanding here and build up a great network. For example, younger students get a lot of helpful tips from those in higher semesters. Fortunately, there are no barriers between the different semesters. The tips don’t just relate to studying, by the way, but to life in
Augsburg in general.
Poclitariu: You also collect a lot of experience for later life, for example,
Prof. Dr. Wolfram
Schönfelder

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L U G A N O : B R A N D C O M M U N I C AT I O N W E E K
Can luxury brands be sustainable?
Students of the Corporate
Communication advanced module with
Prof. Dr. Manfred Uhl and adjunct lecturer
Thomas Hauser addressed this question.
The aspiring marketing experts dealt with all significant facets of corporate communication, including corporate brand and corporate social responsibility
(CSR). It seemed relevant to take a closer look at the relationship between luxury and responsibility in brand name products. Almost all luxury brands come from France, Italy or Switzerland. The technical subject, existing contacts and presentations and visits to companies.
In total, approximately 40 students from both universities who were familiar with the basics of brand management and
CSR attempted to apply this knowledge in two companies: Timberland and
Ermenegildo Zegna. After getting to know each other a little and participating in some team exercises with Loretta
Bert , students from about ten different countries exchanged information and started preparations for the presentations at the two companies. Guest lectures that evening also broadened their knowledge.
Enrico Rossi, Professor of Corporate companies from their perspective and explained how the two companies can act responsibly, despite or perhaps because of their concentration on higher price segments. One particularly interesting aspect was that the visit showed the international cultures of two global brands. On the one hand, the modern European headquarters of the American vf group, which owns a number of other brands in addition to
Timberland, for example Lee and The
North Face. On the other hand, the production halls of a traditional Italian family company, where members of the founding family often drop by the sewing tables. After obtaining an impression of the companies, the students applied their new and previous knowledge and worked out positioning strategies for the brands
GUCCI, Burberry and Louis Vuitton.
Conclusion: Luxury brands absolutely can be sustainable. The long product lifetime beats resource-guzzling disposable products. And sufficient margins create financial scope for fair supplier chains, social initiatives for employees and ecological projects.
Information: Prof. Dr. Uhl
Michela Ornati (2nd from right) with students, Thomas Hauser and Prof. Dr. Manfred Uhl in front of the European Headquarters of the vf Group.
the new cooperative agreement with the partner university in Lugano were then incorporated into the first Brand
Communication Week.
Anyone who thought an excursion to
Lugano would be all about la dolce vita was mistaken. The study week on the topic of brands and responsibility at the
Scuola universitaria professionale della
Svizzera italiana (SUPSI) was busy and eventful. Together with Michela Ornati and Prof. Dr. Daniela Willi-Piezzi , the
Augsburg professors had developed a programme consisting of workshops,
Communication at SUPSI, and Manuel
Gamper , founder of the Ander agency group, raised awareness of the balance between social responsibility and the textile industry. After that, it was out of the lecture hall and into the world of brand management at Timberland and
Zegna. Initial result: Both companies were impressed by the students’ presentations and were astounded by how accurate and theoretically sound their understanding of both companies’ identities was.
Juan Teulon from Timberland and Sara
Fossati from Zegna introduced the Brand management at Timberland.

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H E L S I N K I : M A R K E T R E S E A R C H F O R G LO B E H O P E
The long-standing marketing cooperation with the Haaga-Helia University in
Helsinki has been enriched by another project. Students developed a marketing concept for the Globe Hope company.
The Finnish company committed itself to so-called upcycling. The idea of this is to use materials which are no longer required and usually worthless to develop products that are “refined” by highquality manufacturing, creative design and an interesting story. Specifically, corporate gifts. Globe Hope is following an expansion strategy with this approach.
The students questioned 45 companies in order to obtain information about the opportunities on the German market.
Hannele Zilm-Schulz , responsible for
B2B Sales Germany, provided them with considerable support. The key finding of the empirical study was that Globe
Hope should concentrate primarily on communication regarding the production process of the products. Due to the individual nature of the gifts, Globe
Hope would be able to very effectively raise awareness of and create ties with the company – among both customers and employees. After the market and customer analysis supported by Prof. Dr.
Hariet Köstner, a communication concept was developed under the leadership of Pauli Lindström , who initiated the project. The presentation of the results in
Helsinki was met with extremely positive feedback from Seija Lukkala , the CEO of Globe Hope. She also invited the students to the flagship store in the heart of Helsinki. Miisa Asikainen , responsible for Marketing & Communications, made it possible for the students to visit the production facility in Nummela. There, the visitors discovered a treasure trove of huge quantities of materials – all with interesting histories.
Information: Prof. Dr. Köstner
Product presentation in the flagship store:
Hannele Zilm-Schulz, Seija Lukkala,
Pauli Lindström, project participants
(from right to left).
L A P P E E N R A N TA : C O N T R O L L I N G
I N T E R N AT I O N A L
S T R A S B O U R G : E U R O P E A N L AW
The Faculty of Business works closely together with Finnish partner universities of applied sciences. The cooperation covers a range of topic areas. For example:
Controlling. Marianne Viinikainen ,
Senior Lecturer at the Saimaa University of Applied Sciences in Lappeenranta, visited her Augsburg colleagues Prof.
Dr. Sabine Joeris and Prof. Dr. Nicolas
Warkotsch in the winter semester in order to discuss joint projects. She also held an extremely interesting lecture in the Management Accounting advanced module of the International Management study course and provided insights into
“Financial measures and financial reporting in Finland”.
Information: Prof. Dr. Joeris
It evolved into a highlight in the Faculty of Business’s study programme within a very short time. We are talking about the excursion to Strasbourg with Prof. Dr. Julia
Wicke. As part of the “European Law” lecture, the students received an exclusive insight into how important European institutions work. After an exhilarating presentation from the Bavarian-Swabian delegate Markus Ferber , it was straight on to a plenary session of the European
Parliament. The second day was all about law. The students got an opportunity to do something that is rarely approved and usually only possible for professional legal
Augsburg students at the ECHR
Dazzling host: Markus Ferber (left).
groups: participate in proceedings at the
European Court of Human Rights (ECHR).
Prof. Dr. Angelika Nußberger , German judge at the ECHR, made this possible.
On the third day, the European Council was on the agenda. Like at the ECHR, the guests from Augsburg received a general overview of the tasks of the organisation here. The tour was followed by a fascinating presentation on the fight against drugs.
Information: Prof. Dr. Wicke

2 0
E U R O P E : A V I S I T TO E D M U N D S TO I B E R
Europe is currently faced with great challenges. The member states of the
European Union are engaged in intensive discussions on political, economic and legal issues. Students of International
Management should have an interest in this. To obtain an in-depth insight,
G E N O A : N E W D O U B L E -
D E G R E E O F F E R
Prof. Dr. Julia Wicke and her “European
Union Law” students visited Dr. Edmund
Stoiber . The long-serving former Minister-
President of Bavaria and established expert on Europe reported on his experiences as the head of a European
Commission workgroup dedicated to reducing red tape. He held this role from 2007 to 2014 by request of the
EU Commission President at the time,
José Manuel Barroso. He spent over two hours with the guests from Augsburg and was more than happy to answer all their questions
Information: Prof. Dr. Wicke
The Augsburg University of Applied
Sciences and the Università degli Studi di Genova are currently working on a double degree programme agreement. In the future, there will be the possibility of a double degree at the Dipartimento di
Economia in the Italian port town, which is rich in tradition. Maritime logistics is intended to be the joint topic of study.
Under the leadership of Dott.ssa. Laura
Marini, the basic conditions have already been worked out. Only the last few details need to be clarified.
Information: Prof. Dr. Schönfelder
D U B L I N : D E N N I S S C H Ö N L E B E N
He did his Bachelor in Augsburg, added a Master in Dublin, was named Student of the Year and has been working in the Financial Services department at
KPMG since 1 January 2016. Not bad, right? These achievements belong to
Dennis Schönleben. But let’s start at the beginning. He first studied International
Management at the Augsburg University of Applied Sciences, where he discovered his passion for finances.
After backpacking around southern Asia, he decided to study a Master course.
N E W S I N B R I E F
He chose “International Accounting
& Finance” at the Dublin Business
School. He obtained more in-depth knowledge on international accounting, corporate finance and treasury & risk management. In his Master thesis, he dealt with the accounting standard IFRS
9 and examined its possible effects on banks and markets in the coming years.
Dennis Schönleben did so well that, not only did he achieve an excellent Master degree with the distinction “First Class
Honours”, he was also awarded a special honour: He is
“Student of the
Year 2015” of the
Dublin Business
School.
Information:
Prof. Dr. Feucht
• On 9 December 2015, Prof. Dr.
Wolfram Schönfelder took part in the
European Commission’s hearing on
Erasmus+ problems as a representative of the Academic Advisors.
• The partner university IAE in Montpellier,
France achieved the prestigious EPAS quality seal. The existing double degree agreement has been adapted.
• Prof. Timo Pöysti, Haaga Helia Univ.
Helsinki, taught with Prof. Dr. Alexandra
Coenenberg in the winter semester
2015/16.
• In February 2016, Prof. Dr. Julia Wicke took part in the International Week at the INHOLLAND University in
Rotterdam with three presentations.
• In February 2016, Prof. Dr. Anton
Frantzke taught during International
Week at the ESCE Paris.
Denis Schönleben at the Dublin Business
School graduation ceremony.

21
W I T H A N N A P F E F F E R L E ,
P R O D U C T M A N A G E R AT M A N D I E S E L & T U R B O S E
A N D A L U M N A O F T H E FA C U LT Y O F B U S I N E S S
Ms. Pfefferle, you are a product manager at MAN Diesel & Turbo SE in
Augsburg. What are your duties there and what is your usual working day like?
Very varied. As a product manager, I work at the interface between strategy, customers, sales and development. My duties include analysing and evaluating market and customer requirements in cooperation with the sales, service and engineering departments. However,
I also have to prepare for strategic decisions, such as the development of new products or the further development of existing products. My product is a marine four-stroke engine, a highly complex power pack. After my Bachelor in International Management, I initially started at MAN in process management in the engineering department. From this, I developed a certain fascination with technology. Now I am interested in these large diesel engines.
You completed a Bachelor degree at the Augsburg University of Applied
Sciences and then joined the Master of Applied Research programme.
Would you make the same decision today?
I think so. The Bachelor degree in
International Management provided me with a broad, theoretically sound basis on all economic aspects. I also had the opportunity to gain experiences abroad
– first through an internship in Singapore and then through a study semester in
Valencia. In addition, I very much enjoyed the close contact with companies during projects. After the Bachelor degree, I worked full time for a year to gain work experience. However, I also kept a look out for a suitable Master degree. The
Master of Applied Research programme at the Augsburg University of Applied
Sciences just appealed to me. I liked the combination of independent academic work and real projects with companies.
Also, in the MAPR programme, you’re not just a student, but also a research assistant in what used to be the
Materials Management and Logistics
Competence Centre, which has now developed into a research group.
You decided to specialise in logistics during your studies. How did this decision come about?
Well, my original plan was to focus on marketing. For this reason, I had chosen International Marketing as my first specialisation. However, during my internship in Singapore at a mediumsized contract logistics provider, I discovered a passion for logistics. I was just interested in how complex logistic processes work and which business models there are. Building on the logistics specialisation I chose afterwards, I wrote my Bachelor thesis on the optimisation of logistics processes in prototype procurement.
When you look back on your studies, what memories do you have?
Studying at the Augsburg University of Applied Sciences was an amazing time all-round for me. Because the student numbers aren’t quite as high as in universities, you get to know a lot
of your fellow students within a short time. A wonderful sense of community developed in our study course and we learned a lot. I also look back fondly on the excellent and straightforward contact with the professors. The study and work environment was great and we almost felt like one big family.
What tips do you have for students?
Studying should be the top priority, of course. However, it also makes sense to look a little further and gather initial experience as an intern or working student during your studies. For one thing, you gain a good impression of whether you truly enjoy the discipline you are working towards. In addition, this is a way to make initial contacts in the industry. You never know if these activities could open doors later when you want to start your career. If you have the opportunity to spend some time studying or working abroad, I would definitely do this. Obtaining an insight into other cultures always broadens one’s own horizons.

2 2
C O N TA C T PA R T N E R S
Dean:
Prof. Dr. Michael Feucht
Email: dekan@wirtschaft.hs-augsburg.de
Vice Dean:
Prof. Dr. Manfred Uhl
Email: prodekan@wirtschaft.hs-augsburg.de
Dean of Studies:
Prof. Dr. Sabine Joeris
Email: studiendekan@wirtschaft.hs-augsburg.de
Secretariat:
Anni Kaiser
Email: sekretariat@wirtschaft.hs-augsburg.de
Internship Supervisor:
Prof. Dr. habil. Klaus Kellner
Email: praktikum@wirtschaft.hs-augsburg.de
International Affairs:
Prof. Dr. Anton Frantzke,
Prof. Dr. Wolfram Schönfelder and Diana Wong
Email: ausland@wirtschaft.hs-augsburg.de
Study Coordinators:
Yvonne Berrens, MBA
Ulrike Tielemann, Dipl.-Päd.
Email: studiengang.wirtschaft@hs-augsburg.de
FA C T S
Students at the Augsburg University of
Applied Sciences: in the Faculty of Business
5,502
(incl. IWI and MVM): of which:
BA Business Administration (BW)
BA International Management (IM)
1,440
494
390
BEng International Management and Engineering (IWI) 207
MA International Business and Finance (IBF) 61
MA Human Resource Management (PMG) 64
MA Marketing/Sales/Media (MVM) 110
MA Tax and Accounting (MSR) 53
International exchange programmes
Students from foreign partner universities (incoming):
Students at foreign partner universities (outgoing):
49
36
S I T E P L A N
Departmental Advisors:
• BA Business Administration/BA International
Management: Prof. Dr. Nicolas Warkotsch
Email: nicolas.warkotsch@hs-augsburg.de
• BEng International Management and Engineering:
Prof. Dr. Florian Waibel
Email: florian.waibel@hs-augsburg.de
• MA International Business and Finance:
Prof. Dr. Thorsten Feix
Email: thorsten.feix@hs-augsburg.de
• MA Human Resource Management:
Prof. Dr. Erika Regnet
Email: erika.regnet@hs-augsburg.de
• MA Tax and Accounting:
Prof. Dr. Kalina Kafadar
Email: kalina.kafadar@hs-augsburg.de
• MA Marketing/Sales/Media:
Prof. Dr. Manfred Uhl
Email: manfred.uhl@hs-augsburg.de
Source: Jürgen Hefele/Augsburg University of Applied Sciences
Student representatives:
Franziska Huber und Alexander Poclitariu
E-Mail: svwirtschaft@hs-augsburg.de
www.hs-augsburg.de
Website Image film Facebook
Advanced modules in
BA Business Administration in SS 2016
• Financial Management
• Logistics and Supply Chain Management
• Marketing Management International
• Human Resource Management
• Taxes
Advanced modules in
BA International Management in SS 2016
• Corporate Finance
• International Accounting
• International Marketing & Sales Management
• Real Estate Management
• Supply Chain Management
I M P R I N T gP Business –
Faculty of Business newsletter
Hochschule Augsburg
An der Hochschule 1
86161 Augsburg
Publisher and person responsible acc. to
German Press Law: Prof. Dr. Hans-Eberhard Schurk, President of the Augsburg
University of Applied Sciences
Editor: Prof. Dr. Manfred Uhl,
Faculty of Business
Layout and publisher: mk publishing,
Döllgaststr. 7– 9, 86199 Augsburg
Picture credits: Augsburg University of Applied Sciences, Bettina Schmidt
(title picture), Matthias Leo, MLP, other picture rights belong to the (named) authors and creators.
Circulation: 3,000 copies
(2,500 in German / 500 in English)
© 2016 Augsburg University of Applied
Sciences, Faculty of Business. All rights reserved. Reprinting in whole or in part only with approval from editor. Contributions bearing the name of the author do not necessarily reflect the opinion of the editor or publisher. The editor reserves the right to revisions and abridgements.

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Bergiusstraße 15
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* Dieses Seminar stellt keine individuelle Steuerberatung dar und kann eine solche nicht ersetzen.