3606602: C12_Market and Industry Analysis

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Semester:WS 13/14
Lektionen / Semester:60.0 L / 45.0 h
Selbststudium:135.0 h



Bachelorstudiengang Betriebswirtschaftslehre (01.09.2012)


  • Sector introduction
  • Market and Industry Analysis Model
  • Process of market & industry analysis
  • Plan: Identify information needs, develop keyword taxonomy, define assumptions and hypotheses
  • Collect: Effectively use of free tools and technologies, library catalogues and structured databases, aggregate data via RSS / XML
  • Analyse : Organize and evaluate data collected
  • Synthese : Validate hypothesis and scenarios, prepare results in a presentation
  • Running a research project


    • Develop in depth knowledge of one industry
    • Get a general understanding and overview of different industries
    • Develop an understanding of how the structure of industries impact industry-level performance
    • Can run a market research project
    • Combine data to generate information
    • Analyse and evaluate data from qualified and unqualified sources
    • Obtain practical research skills in analyzing industries

    • Apply practical project management by defining project goal and task plans with milestones and track progress
    • Combine pieces of data and draw conclusions
    • Evaluate the information they generated and critically reflect on strength and weaknesses of their findings
    • Reflect on their approaches taken to analyse a specific industry and highlight potential improvements in their methodological approach
    • Interact with peers in their team and with other teams
    • Appreciate different opinions and perspectives.
    • Are able to stand in for their point of view and argue their points
    • Are able to deal with time pressure and missing information
    • Understand and value different strength of their team members and know how to bring in their individual strengths

Voraussetzungen (inhaltlich)

Module Strategy and Change: central frameworks and theory of strategy development

Voraussetzungen (formal)

Voraussetzung für die Anmeldung zum Modul:
Erfolgreicher Abschluss von English I