BUSINESS Digital transformation in the region - SUMMER 2019 - Hochschule Augsburg

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BUSINESS Digital transformation in the region - SUMMER 2019 - Hochschule Augsburg
SUMMER 2019

BUSINESS
Sought-after personalities –
Augsburg University of Applied Sciences

CHANGE MANAGEMENT
Digital transformation
in the region
BUSINESS Digital transformation in the region - SUMMER 2019 - Hochschule Augsburg
WELCOME | gP BUSINESS | SUMMER 2019

FACTS                                                        TITLE PICTURE
                                                             Maria Russo, Senior
Students                                                     SAP Consultant
at the Augsburg University of Applied Sciences:       5921   at MHP Management-
                                                             und IT-Beratung
in the Faculty of Business (incl. IWI and MVM):       1466   in Munich and
                                                             alumna of the Faculty
of which:                                                    of Business
BA Business Administration (BW)                        496
BA International Management (IM)                       419
BEng International Management and Engineering (IWI)    272                           Dear students, prospective
MA International Business and Finance (IBF)             43                           students, alumni, friends,
MA Human Resource Management (PMG)                      57                           sponsors and partners
MA Marketing/Sales/Media (MVM)                         133                           of our Faculty of Business,
MA Tax and Accounting (MSR)                             37
Certificate Process Developer in Logistics               9
                                                                                                                                                                                       Prof. Dr. Michael Feucht, Dean
Advanced modules in
BA Business Administration
in summer semester 2019
•   Finance Management
•   Logistics
•   Marketing Management International                                               Without a doubt, China is a dictatorship.        From a Western point of view, this is both       The Shenzhen Technology University
•   Human Resource Management                                                        It is easy to forget this because of the huge    disconcerting and dangerous. Since the           (SZTU), founded in 2017 and designed as a
•   Tax                                                                              economic rise that brought about the „cont-      Enlightenment, our lifestyle has been based      university of applied sciences based on the
                                                                                     rolled market“ system of the country over        on individual freedom, in particular freedom     German model, is now a partner university.
                                                                                     the past 40 years. The sparkling facades in      of thought, speech and action. Francis           Chinese colleagues have great respect for
                                                                                     Shenzhen or Shanghai are no different to         Fukuyama was obviously wrong when he             the German education system and strive to
Advanced modules in                                                                  those in Chicago or New York, and people         postulated the „end of history“ after the        transfer the successful model of Germany
BA International Management                                                          hang out in Starbucks cafés and McDonald‘s.      collapse of the Soviet Union and, therefore,     universities of applied sciences to their situa-
in summer semester 2019                                                              China is no longer the extended workbench        predicted the victory of the market-oriented     tion. Last November my colleague and I
• Corporate Finance                                                                  of the West, but is a world leader when it       economic model together with Western             held lectures during the SZTU international
• European Business Studies                                                          comes to the development of cutting-edge         democracy. Examples such as China, Turkey        week and were equally as impressed with the
• International Accounting                                                           technology. There is merely a subtle restric-    and Russia show that a successful market-        speed and precision in which the new cam-
                                                                                     tion of individual freedoms and the wides-       oriented economic system can go hand in          pus with over 20,000 students was built
                                                                                     pread electronic camera surveillance can         hand with an undemocratic and repressive         there. Germany can be positively inspired by
                                                                                     easily be overlooked. The Chinese Internet,      political system.                                this and by the tremendous hospitality we
Advanced modules in                                                                  which is actually an Intranet behind the                                                          received in Shenzhen.
BEng International Management                                                        great firewall of China, portrays a world to     But why are universities expected to and
and Engineering in summer semester 2019                                              the people in which no cultural revolution       obliged to cooperate with partners in China?     I would like to sincerely thank you for your
Marketing Management International                                                   and no massacre at Tiananmen Square ever         It is obvious that the „American Century“        solidarity with our Faculty of Business and
                                                                                     happened.                                        is now over. China will dominate the 21st        hope you enjoy reading our gP Business
                                                                                                                                      century not only from an economic point          newsletter. Our advertising customers
                                                                                     The state control of the Chinese people will     of view, but also from a societal and military   deserve special thanks for their kind support.
International exchange programmes                                                    be perfected by the planned „social score“,      point of view. And it will do this with or       If you know someone who is interested in
Students from foreign partner universities:             48                           which should cover almost all areas of life,     without us. In a global economic system, an      receiving a free copy of the German or Eng-
(incoming)                                                                           while rewarding good behaviour and punis-        exporting nation such as Germany or an           lish gP Business, please send their name and
Students at foreign partner universities:               33                           hing misconduct. The surveyed categories         economic area such as the EU cannot afford       address to dekanat.wirtschaft@hs­augsburg.de.
(outgoing)                                                                           are of particular interest: In addition to the   to isolate themselves. Both sides must equip
                                                                                     areas expected such as adherence to the rules    their „young professionals“ to feel confident    Yours,
                                                                                     of the road or honesty in financial affairs,     negotiating on an international playing field.
                                                                                     a number of political categories will also be    The relations between German and Chinese         Prof. Dr. Michael Feucht, Dean
Status: 13 March 2019                                                                included in the planned Chinese model. In        universities must, however, take place on an
                                                                                     future, it will be ensured that only positive    equal footing taking the situation of the
                                                                                     reports will be published in electronic media    other party into consideration. The univer-
                                                                                     in relation to the communist party and, in       sity world in China is developing at a rapid
                                                                                     particular, the President of the People‘s        pace. Young Chinese people have excellent
                                                                                     Republic of China.                               English language skills, there are many
                                                                                                                                      university programmes in China taught in
                                                                                                                                      English and there is a huge interest in
                                                                                                                                      cooperating with Western universities of
                                                                                                                                      applied sciences. Our students should also
                                                                                                                                      benefit from regular exchanges by getting to
                                                                                                                                      know the other social system and cultural
                                                                                                                                      differences.

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BUSINESS Digital transformation in the region - SUMMER 2019 - Hochschule Augsburg
NEWS | gP BUSINESS | SUMMER 2019

                           SONNTAG & PARTNER:                                RHETORIC AND PRESENTATION:                                                                                                                                                    SAVE THE DATE: PYRAMID 2019                                                                                 NEW IN THE TEAM
                           FIRST-CLASS WHEN IT COMES                         NEW ADJUNCT LECTURERS
                           TO FAIRNESS                                                                                                                                                                                                                     The Pyramid job fair – one of the largest                                                                   Since December
                                                                             Dr. Martin Hanauer has been adjunct lec-                                                                                                                                      student recruiting fairs in southern Ger-                                                                   2018, Sylvia
                   The south German law firm Sonntag &                       turer of Moderation, Supervision and Team                                                                                                                                     many – will take place at the Rotes Tor                                                                     Kreuzer has been
                   Partner with offices in Augsburg, Munich,                 Building since 2008. His posts have included                                                                                                                                  campus on Wednesday, 29 May 2019 from                                                                       supporting the
                   Frankfurt, Ulm and Nuremberg can be                       the University of Applied Management                                                                                                                                          10am to 3pm. There will be over 170 com-                                                                    Faculty of Business
                   proud of the commendation in the Deutsch-                 in Erding and Ismaning, the LMU Munich,                                                                                                                                       panies exhibiting there. The 7-person                                                                       secretariat. She sup-
                   land-Test „Fairness at work“. With top                    the TU Munich, the University of Koblenz-                                                                                                                                     student management team is supported by                                                                     ports students and
                   ratings in various categories – for example,              Landau and the HU Berlin.                                                                                                                                                     approximately 100 students of the Augsburg                                                                  educators of the
                   culture, fairness and work environment – the                                                                                                                                                                                            University of Applied Sciences in organising                                                                International Management course. After a
                   law firm prevailed against competitors from               He graduated from the LMU Munich, per-                                                                                                                                        and holding the fair. The team is supported                                                                 number of years as an administrative worker
                   the same industry and received the award                  forming research and completing his PhD                    Dr. Martin Hanauer                                                                                                 by Prof. Dr. Mahena Stief and Prof. Dr.                                                                     in the construction industry, she began wor-
                  „Greatest fairness in jobs“. The survey was                in the area of manager training. He gained                                                                                                                                    habil. Klaus Kellner.                                      The 2019 student management team                 king at the Augsburg University of Applied
                   based on the statements of the 20,000 com-                practical experience over many years of wor-                                                                                                                                                                                                                                              Sciences in winter.
                   panies with the most employees in Germany                 king in the area of HR and organisational
                   and on information from Internet sources.                 development and in management roles. He
                                                                             encountered various company cultures in                                                                                                                                       STARTUP CHALLENGE BAVARIA: SUCCESSFUL PARTICIPATION
                           Information: Oliver Kanus, partner at the law     corporations and large companies as well                                                                                                                                      OF AUGSBURG TEAM                                                                                             PUBLICATION
                           firm Sonntag & Partner                            as SMEs and startups. Ultimately, his work                                                                                                                                                                                                                                                 DAS DILEMMA MIT DEN
                                                                             with startups motivated him to develop his                                                                                                                                    Christin Mayer, Niklas Bullnheimer and                     come by the team made up of Christin,             DILEMMAS (THE DILEMMA
                                                                             own app.                                                                                                                                                                      Tim Wurlitzer – a mixed BW-IWI team –                      Niklas and Tim were diverse. Associated           WITH DILEMMAS)
                                                                                                                                                                                                                                                           did very well representing the Augsburg                    questions included, for example: Which            Christian Lebrenz
                                                                             Developing, being creative, experimenting                                                                                                                                     University of Applied Sciences in the Star-                market trends demand which investments or
                                                                             and showing courage: these are properties                                                                                                                                     tup Challenge 2018 / 2019. The Augsburg                    divestments? When do product sales take
                                                                             that Dr. Hanauer wants to promote in his                                                                                                                                      University of Applied Sciences team placed                 effect in terms of payments? Which measu-
                           PRIZE-WINNING THESIS                              time as adjunct lecturer.                                                                                                                                                     in the top two – congratulations!                          res need to be taken to practise strategic
                                                                                                                                       Tobias Treven
Photo: Melanie Ihlefeldt

                                                                                                                                                                                                Photo: Friedrich-Alexander University Erlangen-Nuremberg
                                                                             Tobias Treven is the second new adjunct
                                                                             lecturer in rhetoric and presentation tech­               guiding and supporting staff, managers and
                                                                             niques. Working with students reminds him                 teams to deal with constant change, e.g. due
                                                                             of his own student years at the University                to market shifts or increasing digitalisation.
                                                                             of Regensburg, where he studied pedagogy                  His further training to be a coach according
                                                                             with a focus on adult vocational education                to the guidelines of dvct and DGSv helps
                                                                             after his training to become a bank clerk.                him in this task. Tobias Treven is pleased to                                                                                                                                                                                                                metropolitan,
                                                                             Before Tobias Treven was hired as a HR                                                                                                                                                                                                                                                                                 €29.95
                                                                                                                                       share his experiences with students at the
                                                                             developer at the Augsburg municipal utili-                Augsburg University of Applied Sciences.
                                                                             ties, he gained practical and industry ex-                                                                                                                                                                                                                                                 Why predicaments determine life in
                                                                             perience in certification according to KTQ                Information: Prof. Dr. Regnet                                                                                                                                                                                                    organisations and how we can deal with
                                                                             at the Günzburg clinic, supporting school                                                                                                                                                                                                                                                  them better
                                                                             leavers on their educational paths at the
                                                                             BFZ Augsburg, and in printing press manu-                                                                                                                                                                                                                                                  Dilemmas are unavoidable
                                                                             facturing at MAN Roland. At the Augsburg
                                                                             municipal utilities, HR development means                                                                                                                                                                                                                                                  You know those days when you feel like
                           Melanie Ihlefeldt                                                                                                                                                                                                                                                                                                                            you can‘t win? When you are between a
                                                                                                                                                                                                                                                                                                                                                                        rock and a hard place?
                           Fully in the spirit of agility and stability of
                           organisations, the 11th annual conference         UNIVERSITY SKI CHAMPIONSHIPS: CONGRATULATIONS                                                                                                                                                                                                                                              Welcome to the world of dilemmas,
                           of the Gesellschaft für Organisation und                                                                                                                                                                                        The winning team: Christin Mayer, Niklas Bullnheimer and Tim Wurlitzer.                                      the decisions where we have to choose
                           Management (Society for Organisation and                                                                                                                                                                                                                                                                                                     between equally undesirable options and
                           Management) took place in Dusseldorf on                                                                                                                                                                                         A little background information: The Start­up              forethought? What are the com­petitors            cannot find a satisfactory solution.
                           17 and 18 October. In addition to presenta-                                                                                                                                                                                     Challenge is THE Bavarian startup business                 doing? Which technologies will determine
                           tions of specific examples from practice and                                                                                                                                                                                    game. 36 teams from 25 third-level institutes              market development? What production               However, these dilemmas are not a sign
                           inspiring talks, the „Student Award 2018“                                                                                                                                                                                       took part. Participation involved many weeks               capacity needs to be reserved? Are additional     of bad management. Rather, they are the
                           for outstanding Master theses was presented.                                                                                                                                                                                    of intense competition with all other teams                sources of finance needed?                        ticket that allows you to participate in
                           For her thesis „Lack of Trusting New                                                                                                                                                                                            and the discovery that founding a company                                                                    the game as a manager at all! There is no
                           Technologies and Resistance to Changing                                                                                                                                                                                         is a very complex matter. The relationships                In short, the questions were as varied as the     such thing as an organisation without
                           Business Models“, Melanie Ihlefeldt was                                                                                                                                                                                         between decisions that need to be made have                challenges. It is certainly an interesting and    dilemmas.
                           awarded the fourth prize by the top-class                                                                                                                                                                                       to be understood and anticipated.                          educational experience to take part in an
                           academic jury. The prize winner studied the                                                                                                                                                                                                                                                online business game. In conclusion: It           Because dilemmas are unavoidable, you
                           Master programme „International Business                                                                                                                                                                                        The basis for this is numbers, data and facts.             absolutely makes sense to gain theoretical        should develop a more relaxed attitude
                           and Finance“ at the Faculty of Business and                                                                                                                                                                                     So simple maths? No, but relationships do                  knowledge first. However, know-how alone          towards them. Our guidebook will help
                           her thesis was supervised by Prof. Dr. Sarah                                                                                                                                                                                    need to be represented in mathematical terms.              is not enough. Only when combined with            you to do this.
                           Hatfield. Congratulations!                        The Augsburg University of Applied Sciences came 4th in this year‘s ski championships. Prof. Dr. Wolfram                                                                      After all, successful company management is                do-how can it show whether and to what
                                                                             Schönfelder showed his prowess in several disciplines, coming 8th in the men‘s giant slalom, 5th in snowboarding                                                              ultimately driven by these numbers, data and               extent someone possesses the profile of a
                                                                             and achieving 4th place in men‘s cross-country skiing.
                           Information: Prof. Dr. Hatfield                                                                                                                                                                                                 facts. The challenges that needed to be over-              successful company founder and leader.

                           4                                                                                                                                                                                                                                                                                                                                                                                        5
BUSINESS Digital transformation in the region - SUMMER 2019 - Hochschule Augsburg
PRACTICE | gP BUSINESS | SUMMER 2019

AUGSBURG UNIVERSITY                                                                                                                                                                  FOCUS ON FURNITURE PURCHASE:

                                                                                                                                                              Photo: Helena Gladen
OF APPLIED SCIENCES:                                                                                                                                                                 BUSINESS RESEARCH PROJECT FOR SEGMÜLLER
ENTREPRENEURSHIP AS
MINDSET AND MENTALITY                                                                                                                                                                Ordering a couch online? Unthinkable for                   Purchase Offline) effect, a consumer study       The importance of the project for the client
                                                                                                                                                                                     many people – but increasingly the reality                 with a survey and evaluation was conducted       was evidenced by the presentation to many
How is the startup spirit at the Augsburg                                                                                                                                            for many others. Either way, it is indisputa-              in the second part. The project group recei-     management staff as well as Mr. Segmüller
University of Applied Sciences? To get to                                                                                                                                            ble that the Internet serves as a source of                ved very helpful input throughout from the       himself. The findings, for example on possi-
the bottom of this question, a group of                                                                                                                                              inspiration. Examining more closely these                  head of internal consulting, Phillip Klaus.      bilities for optimising the website, provided
students under the leadership of Prof. Dr.                                                                                                                                           apparent contradictions in customer behavi-                                                                 valuable input for future decisions.
Marcus Labbé started a cross-faculty survey                                                                                                                                          our formed part of the task of a research                  In this project, the participants had the
in November.                                                                                                                                                                         project under the leadership of Prof. Dr.                  opportunity to experience live and help to       Information: Prof. Dr. Köstner
                                                                                                                                                                                     Hariet Köstner in cooperation with the                     shape all phases of a market research process.
Shortly after starting the survey it was                                                                                                                                             company Segmüller. While the project                       For example, conducting face-to-face inter-
already possible to register a large number                                                                                                                                          focused initially on secondary analysis in                 views in the furniture store in Friedberg was
of participants, reaching a very satisfactory                                                                                                                                        order to research academic findings relating               unanimously considered a highly rewarding
426 respondents by the end of the survey                                                                                                                                             to the so-called RoPo (Research Online –                   experience by all students.
period. After evaluating the collected infor-
mation, it was possible to draw some interes-    From left to right: Thomas Schädler, Felix Ratzer, Helena Gladen, Christin Mayer, Fabian Schmid, Sebastian
ting conclusions. Firstly, the majority of       Gaschler (not pictured: Soner Sari)
students were of the opinion that starting
their own company straight after graduating      were in agreement in this regard and indica-                 Another encouraging fact is that a co-wor-
was out of the question. Rather, it would        ted that they would always be able to count                  king space is offered by the Faculty of Busi-
be important to gather experience in SMEs        on positive support from friends and family.                 ness to provide a creative space for students
or large corporations. „I would if I could“...   So why is it that the students lack the ulti-                willing to set up a company. Ultimately,
this attitude reflects the motivation of stu-    mate conviction to found their own company?                  however, every individual has to decide for
dies when it comes to the topic of entrepre-     Firstly, we still need to work on the startup                themselves. The fear of failure also needs
neurship. Although most students consider        atmosphere at the Augsburg University of                     to be removed. So-called „Fuckup Nights“
themselves to have a good management             Applied Sciences. Over 80% of respondents                    would be excellent for this purpose. On
personality and to be a good communicator,       have never attended a course on the topic                    these nights, entrepreneurs report on what
very few participants would actually be wil-     of entrepreneurship. Of course the interest                  went wrong during their startup journeys.
ling to implement their idea in practice. In     of the individual plays a big part, but some­
addition, students who had thought seriously     thing should be done with respect to the                     The universally known slogan „Just do it!“
about founding a company still lacked the        courses offered and their visibility.                        is a short and concise way of summarising
last necessary impetus. Surprisingly, inheri-                                                                 the results. This applies on the one hand to
ted entrepreneur DNA is not a significant        One positive aspect is the HSA_digit, which                  the Augsburg University of Applied Sciences,
criterion: The participants with parents         was established specifically for questions                   which should foster more of a Silicon Valley
owning a company are not substantially           relating to entrepreneurship and provides                    atmosphere on the campus. On the other
more willing to start their own company.         the opportunity to gain many valuable tips                   hand, the students themselves are encoura-
Rather, the social environment plays a grea-     on successfully starting a company through                   ged to gather the courage to take the step
ter role. However, the survey respondents        discussions and startup consultations.                       into self-employment.                                                  The project group with Peter Hoffmann, management assistant, during the tour of the furniture store.

TALK AT THE MARKETING CLUB                                                                                                                                                           RESEARCH PROJECT:                                          every further hierarchy level. The workload      limit is considered to be 50 working hours
AUGSBURG                                                                                                                                                                             BEST AGERS                                                 is particularly heavy in top management.         per week.

 As part of the Marketing Club Augsburg‘s                                                                                                                                            For the second time since 2015, Best Agers –               This has been seen as undesirable for some       A healthy diet, exercise and a good work/life
„Intensive marketing“ series of talks, Prof.                                                                                                                                         534 specialist and management staff partici-               time, even in management. It is not only         balance are the most important aspects for
 Dr. Köstner was invited by Prof. Dr.                                                                                                                                                pated this time – were surveyed to collect                 generation Y and Z that want shorter wor-        specialist and management staff. Company
 Michael Paul from the University of Augs-                                                                                                                                           statements on their working situation, career              king hours. Across all hierarchy levels and      health programmes are viewed in a positive
 burg to speak on 17 October on the topic                                                                                                                                            perspectives and goals, their state of health              age groups, it is clear: The majority of sur-    light, but barely used by managers. It is a
 of „Market research between big data and                                                                                                                                            and cooperation between generations. The                   veyed specialist and management staff, both      concern that every ninth respondent feels at
 in-depth interviews: Opportunities of inno-                                                                                                                                         survey was conducted as an online survey in                men and women, want to work fewer hours.         risk of burnout, while every fifth respondent
 vative approaches for customer-centred                                                                                                                                              cooperation between the Augsburg Univer-                   In the entire group, every second respon-        finds it difficult or impossible to switch off
 marketing“. During the talk, she presented                                                                                                                                          sity of Applied Sciences and borisgloger                   dent plans to put in only 40 working hours       from work. During life‘s rush hour, in
 many interesting approaches and current                                                                                                                                             consulting under the academic leadership                   in the future, while just over a third of res-   middle age between 40 and 50, the respon-
 studies to the members and emphasised how                                                                                                                                           of Prof. Dr. Erika Regnet.                                 pondents want to do moderate overtime up         dents pay least attention to diet and exercise.
 broad the topic is. Each one of the presented                                                                                                                                                                                                  to 44 hours per week. Only 14% want to
 tools has its specific strengths and weaknes-                                                                                                                                       The long working hours are one striking                    work more hours. Those who work less than        Information: Prof. Dr. Regnet
 ses and should not be chosen for the sake of                                                                                                                                        aspect: 85% of the surveyed specialist and                 40 hours per week are most satisfied with        Detailed result report under
 the method, but specifically for each study                                                                                                                                         management staff regularly do overtime.                    their working hours and the majority want        https://doi.org/10.23779/0005.
 course. The talk was followed by a lively                                                                                                                                           Only every seventh respondent manages to                   to keep it this way. The working hours are
 discussion.                                                                                                                                                                         do their work within 39 working hours per                  longest at the top management level, but the
                                                                                                                                                                                     week. The work demands increase signifi-                   top managers are also the most willing to do
Information: Prof. Dr. Köstner                   The speaker, Prof. Dr. Hariet Köstner, with Prof. Dr. Michael Paul from the University of Augsburg.                                 cantly with management responsibility and                  overtime. However, even here, the absolute

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BUSINESS Digital transformation in the region - SUMMER 2019 - Hochschule Augsburg
PRACTICE | gP BUSINESS | SUMMER 2019

GREIFENBERGER INSTITUTE:                                                                                                                                                                      PROJECT: NEWS FROM HR MARKETING

                                                                                                                                                                 Photo: Alexandra Kornacher
WOOD SHAVINGS AND HIGH-
TECH LOGISTICS                                                                                                                                                                                In the „Operative HR management“ module,            and the health sector (Regina Ertl, Sabrina               •• Pia Gimpl, Samira Götz, Fabian Froese)
                                                                                                                                                                                              Master students had the opportunity in              Simeone, Stephie Felber)                                  •• Employees recommend employees –
There shouldn‘t really be a common deno-                                                                                                                                                      cooperation with the Augsburger Allge-              •• Retention programmes – what benefits                   Programme as opportunity for mid-sized
minator between logistics and the academic                                                                                                                                                    meine newspaper to analyse current HR               they provide and how they can be designed                 companies (Gabi Holland, Samantha
research into historical musical instruments.                                                                                                                                                 marketing trends, critically discuss and            successfully (Felix Jakob, Marcel Hofmann,                Schmidt, Kevin Porth, Peter Große).
After all, while very traditional craft tech­                                                                                                                                                 test possibilities for implementation in            Rosanna Röske, Jule Feller)
niques are often still used at the Greifen-                                                                                                                                                   companies, and develop initial prototypes           •• Job advertisements of the future – with
berger Institute of Organology, for analy-                                                                                                                                                    in a design thinking approach.                      national and international analysis (Anika                Information: Prof. Dr. Regnet
sing and replicating valuable and extremely                                                                                                                                                                                                       Söll, Sophia Schneider-Archuleta,
rare keyboard instruments such as fortepia-                                                                                                                                                   This is a continuation of the successful
nos up until the year 1800, economics stu-                                                                                                                                                    cooperation in 2015, when a Master group
dents at the Augsburg University of Applied                                                                                                                                                   led by Prof. Dr. Erika Regnet examined
Sciences research usage possibilities for                                                                                                                                                     national and international trends in job
IT-based documentation systems which are                                                                                                                                                      advertisements and derived recommenda-
used in industry to manage large volumes of                                                                                                                                                   tions from these trends. As a result of this,
data and logistical processes.                                                                                                                                                                the Augsburger Allgemeine developed
                                                                                                                                                                                              AzubiMovie specifically for the search for
So what is the win-win situation that the       The HSA_ops and the Greifenberger Institute are proof that there is a common denominator between logistics and                                apprentices: In these short videos, apprenti-
CEOs of the Greifenberger Institute of          academic research into historical musical instruments                                                                                         ces themselves talk about their workplace
Organology Helmut Balk and Dr. Margret                                                                                                                                                        and their role. This concept was evaluated
Madelung have entered into with econo-          ger Institute began in October 2017. After               drive elements and test systems, provided                                            and validated in a Bachelor thesis. The cur-
mics students under the leadership of Prof.     carefully checking the necessary require-                support for the project and discussed specific                                       rent project is supervised by Max Samer,
Dr. Peter Richard? What does the custom-        ments, the young academics chose the so-                 details with the students. As a result, the                                          head of cross-media sales at the Augsburger
made data management program, which             called Enterprise Resource Planning System,              researchers at the Greifenberger Institute                                           Allgemeine.
was transferred to running operation after      Dynamics NAV version, from Microsoft.                    archive images and CAD drawings of the
a test phase by Master of Applied Research      This is used in industry and combines the                respective work steps and the history behind                                         In terms of content, the following topics
students during the final presentation on       display of work processes and material lists.            them in addition to the measured data so                                             were dealt with in small groups:
21 November 2018, actually entail?                                                                       that all information collected on the indivi-
                                                During summer semester 2018 and winter                   dual analysis processes of the historical                                            •• Trends in HR marketing – national and
Although the project names might sound          semester 2018/2019, the task was to select a             instruments can be accessed at any time in                                           international (Lena Engel, Laura Steiner,
very theoretical – the work for the Greifen-    suitable option for the required work steps              the document management system.                                                      Alina Reinold, Lena Dobelmann)
berger Institute is known as „Historic pro-     in the music workshop from the many plan-                                                                                                     •• Early detection and counteraction of
duction and documentation“, HisProDoc for       ning and documentation tools offering this               Information: Profs. Dr. Krupp, Dr. Richard                                           fluctuation tendencies – with a focus on IT         The kick-off meeting in Augsburg: The Master group with Max Samer (far left) and Prof. Dr. Erika Regnet
short – the project results provide valuable    program. Building on this, the necessary                 and Dr. Waibel                                                                                                                           (front row, centre).
support in optimising day-to-day business.      programming work was carried out. As an
                                                experienced user of ERP systems, Frank                   Author: Jessica Hövelborn, HSA_transfer
Cooperation between the Augsburg Univer-        Schröder, Head of IT at RENK AG, a lea-
sity of Applied Sciences and the Greifenber-    ding global manufacturer of special drives,

WORLDS OF EXPERIENCE OFF THE FOOTBALL PITCH:                                                                                                                                                  EXCURSION:

                                                                                                                                                                                                                                                                                                                                                                Photo: Veronika Wieland-Kolumban
MARKETING PROJECT FOR THE FCA                                                                                                                                                                 KARDEX REMSTAR

FC Augsburg enjoys great popularity and         in football stadiums also and was therefore                                                                                                   The globally active company Kardex
admiration not only among the Augsburg          given adequate consideration. Using a wide                                                                                                    Remstar, based in Neuburg a.d. Kammel in
population. At the same time, a Bundesliga      range of analysis tools such as secondary                                                                                                     the region of Swabia, specialises in highly
club today is a small company that needs to     analysis and SWOT analysis, strengths                                                                                                         automated and efficient storage systems.
take care of all the various interest groups,   and weaknesses were worked out. The                                                                                                           The company employs about 400 people at
from guests to sponsors.                        benchmark analysis was particularly infor-                                                                                                    its site in Neuburg. On the invitation of
                                                mative for all participants. What are compa-                                                                                                  Veronika Wieland-Kolumban from the
Against this backdrop, Prof. Dr. Manfred        rable clubs doing and which ideas could                                                                                                       HR department, students had the oppor-
Uhl and Prof. Dr. Hariet Köstner initiated      also be implemented at the FCA? From                                                                                                          tunity to visit the growing company and to
an exciting marketing project that took a       these findings, the project team developed                                                                                                    obtain an insight from multiple members of
look behind the scenes. At the start, the       the final recommendations for action, which                                                                                                   management into this innovation-oriented
project group was invited to the stadium        were presented to Pierre Lemmermeyer                                                                                                          business with a great deal of potential.
where they were allowed to have a look          and Matthias Hochmuth of the FCA at
around the FCA lounge, an area that was         the beginning of January. The practical                                                                                                       Information: Prof. Dr. habil. Kellner
certainly unfamiliar to many of them before     relevance of the project became clear in the             Some members of the student FCA marketing team.
this time.                                      subsequent discussion: With regard to seve-
                                                ral of the points, the FCA has already begun
Subteams handled focal topics such as „Fan      implementation.                                                                                                                               Veronika Wieland-Kolumban (left) and members of
journeys“ or „Social media“, while the topic                                                                                                                                                  management with the students and Prof. Dr. habil.
                                                                                                                                                                                              Klaus Kellner (right).
of digitalisation is of course always present   Information: Profs. Dr. Köstner and Dr. Uhl

8                                                                                                                                                                                                                                                                                                                                                           9
BUSINESS Digital transformation in the region - SUMMER 2019 - Hochschule Augsburg
PRACTICE | gP BUSINESS | SUMMER 2019

MOLA DEVELOPMENT CIRCLE:                          BAYERNHAFEN NÜRNBERG:                                                                                REGIONAL DIGITIAL                                          that exists in the region. 76 companies were              in the early stages.
KICK-OFF                                          STAFF SURVEY TO IDENTIFY ADDITIONAL SERVICES                                                                                                                    surveyed. Industrial companies, banks,                    •• Who is to receive consultation on what?
                                                                                                                                                       In the winter semester, the students of the                service providers and consulting firms were               While over a third of the large companies
                                                  With a handling performance of more than           better public transport connections and           advanced course Change Management dealt                    among the most heavily represented.                       surveyed had still not availed of any consul-
                                                  16 million tonnes per year, bayernhafen            improved road safety would also increase          with the question of the extent to which                   The key questions can be broken down as                   ting services with respect to digitalisation,
                                                  Nürnberg is one of the largest and most            the attractiveness of bayernhafen Nürnberg,       companies from the region have a need for                  follows:                                                  the figure for SMEs is over 55%. There is an
                                                  important multifunctional freight and logi-        from the employees‘ perspective.                  consultation with respect to digital trans­                                                                          enormous potential for support here. Smal-
                                                  stics centres in southern Germany. In addi-                                                          formation. In addition, they designed a con-               •• What is the aim? The objective aimed at                ler companies, in particular, wish for the
                                                  tion to typical handling and logistics services,   Information: Profs. Dr. Krupp, Dr. Richard        cept for the engineering service provider                  by over 50% of companies through digital                  most support concerning the digitalisation
                                                  bayernhafen also offers additional services        and Dr. Waibel                                    VISPIRON from Munich, which is offering                    transformation is increased competitiveness,              of existing processes and the identification
                                                  for the companies based on the harbour.                                                              change consultation to its customers to an                 which results primarily from more efficient               of digitalisation trends relevant to them.
                                                  To further increase the attractiveness of the                                                        increasing extent and which itself wishes to               processes, improved communication and the                 However, work processes and methods that
The shortage of skilled workers in logistics      location, studies are currently being conduc-                                                        introduce cross-functional teams internally                resulting cost savings. Large companies, in               need to adapt to data analysis and use as well
and the difficulties in obtaining new staff       ted into which service offers are particularly                                                       in order to respond to customers and their                 particular, expect advantages, although they              as special IT systems are in demand by both
for the warehouse make retaining existing         interesting for employees and which contri-                                                          concerns in a more agile way.                              are also making significantly greater efforts             large and small companies.
staff in the company especially important.        bution the port company can make in this                                                                                                                        than SMEs to develop new products.                        •• Which services would really help the
But how can company owners or warehouse           regard.                                                                                              Two German-wide findings provided the                      •• What are the obstacles? The greatest                   surveyed companies in their everyday work?
superintendents motivate their skilled                                                                                                                 impetus for a regional survey on digital                   impediments to transformation in digital                  Every third to fourth company is not oppo-
workers and managers in the warehouse             In winter semester 2018/2019, seven stu-                                                             transformation: Firstly, general studies                   matters lie in the company environment                    sed to support in change management,
in a targeted manner while improving the          dents of the Business Administration course                                                          (Statista 2018) indicate that large companies              as well as in the lack of infrastructure, the             process management and idea management.
performance of their warehouse?                   in cooperation with the company Logivest                                                             find it easier to manage the digital transfor-             unclear economic benefits of digitalisation               Every third SME and every fifth large com-
                                                  Concept GmbH had the task of answering                                                               mation. More than half of SMEs see them-                   projects, the perceived high risks of imple-              pany wants project management and training
On 22 January 2019, five companies took           this question. Under the leadership of Prof.                                                         selves as playing catch-up. Secondly, the                  mentation and the simultaneous lack of                    or workshops.
part in the MoLa development circle kick-         Dr. Waibel and Sarah Maria Zerle, Master                                                             consultation market is booming. In 2018                    necessary skills. Nevertheless, three quarters            In general, it can be stated that the focus of
off meeting “Motivated and powerful in the        student and academic assistant in the HSA_                                                           alone, sales performance increased by 8.5%                 of companies indicate that digitalisation will            large companies with regard to digitalisation
warehouse”. Participating companies will          ops research group, the students first analy-                                                        to 31.5 billion euro. Organisation and pro-                absolutely be a strategic topic for them in               is on strengthening competitiveness and
put their warehouse performance as well as        sed currently existing offers at bayernhafen                                                         cess consultation on the implementation of                 the next two to five years.                               developing new offers, while small compa-
the motivation and health of their emplo-         Nürnberg. In the context of a questionnaire                                                          digitalisation is most frequently needed.                  •• What will be digitalised? While automa-                nies tend to endeavour to improve internal
yees to the test over the next two years and      supplemented by personal interviews, a total                                                         This is followed by strategy consulting and                ted customer communication, optimised                     processes and to initially obtain information
will introduce and revise suitable motivation     of 162 people were surveyed.                                                                         IT consulting (BDU, German consulting                      websites for mobile end devices and cloud                 on how new business models could be
measures. The companies will be facilitated                                                                                                            association, 2018).                                        applications for better computing or storage              developed in the first place.
and supported in these methods by three           The results were announced to the company                                                                                                                       performance are implemented well, topics
research partners: The Chair of Work              representatives of Logivest Concept GmbH                                                             Based on these two items of information and                necessitating new business models such as                 Information: Prof. Dr. Hatfield
and Organisation Psychology at the                during the final presentation on 12 Decem-                                                           the engineering service provider‘s wishes,                 digital services, customer apps, online shops
Friedrich-Alexander University in Erlan-          ber. The students came to the result that the                                                        the students collected data on the potential               or analysis systems based on big data are still
gen-Nuremberg FAU PiA, the research               employees in bayernhafen would particularly
group for optimised value creation                like to see an expansion of the existing gast-
HSA_ops at the Augsburg University of             ronomic and shopping options. However,             The „bayernhafen Nürnberg“ project group
Applied Sciences, and the Fraunhofer
workgroup for supply chain services SCS.
The research partners will incorporate their
shared expertise from the previous research
project “MoLa – Motivation in the ware­
house”. In this project, the researchers
confirmed the link between the motivation          LOGIPICS: RESEARCH RESULTS ONLINE
of workers and the warehouse performance.
Together with logistics service providers and      After 18 months of research work, the              duct initial practical experiments in their
wholesalers, motivation measures tailored         „Logistical processes in picture language“,         warehouses. For the future, the group of
to warehouses were devised. Another finding        LogiPICs for short, was presented to a wider       logistics and design experts have the aim of
is that workers at the operative level in the      audience. Industry representatives and rese-       further developing and expanding the sys-
warehouse area generally enjoy their work.         arch partners of the Augsburg University of        tem. One objective is to make the LogiPICs
Frustration occurs as a result of poor condi-      Applied Sciences met for this purpose on 10        picture language digitally accessible using an
tions and deficits in staff leadership at the      October 2018. The project leaders gave             online configurator. However, for the
operative level. Management staff therefore        insights into the usage possibilities of a uni-    further development of this dynamic system,
have a key role to play.                           versal picture language for non-native spea-       cooperation with users remains essential.
                                                   king employees in the warehouse, the integ-       „We are pleased to accept feedback, sugge-
A second development circle is currently           ration of the workforce in logistical              stions for improvement and additional pic-
starting. If you are interested, please contact    warehouse processes through the LogiPICs           ture requests from practical experience“,
HSA_ops.                                           picture language as well as initial empirical      explains Alexandra Kornacher, a member of
                                                   values from practice in use with visual tools      the Augsburg research team.
Information: Profs. Dr. Krupp, Dr. Richard         in the area of logistics.
and Dr. Waibel                                                                                       Information: Profs. Dr. Krupp, Dr. Richard
                                                  The research results and parts of the picture      and Dr. Waibel
                                                  language are now freely available on the
                                                  project website under www.logipics.com.
                                                  Using these materials, companies can con-                                                            The „Regional digital“ team led by Prof. Dr. Sarah Hatfield (second from the left) and representatives of VISPIRON

10                                                                                                                                                                                                                                                                                                                      11
BUSINESS Digital transformation in the region - SUMMER 2019 - Hochschule Augsburg
GUESTS | gP BUSINESS | SUMMER 2019

17TH AUGSBURG HR DAY: INNOVATIVE PERSONNEL MARKETING                                                       the legal requirements? Does the company                                       ROADS TO SUCCESS:                                 1933 to 1945, passive suffrage was tempo­               „Parité in den Parlamenten“ (Parity in the
AND SECURING SKILLED WORKERS                                                                               want to make the team visible to externals?                                    CHRISTA WEIGL-SCHNEIDER                           rarily denied by the National Socialists.                Parliaments), which was founded in 2014,
                                                                                                           The possibilities for addressing women in                                                                                        Although both genders have equal rights                  and which recognises an infringement of the
The topics of this year‘s HR day are relevant      •• Recognise and counteract potential fluctu-           a more direct manner without frightening                                        In November, lawyer and feminist Christa         according to the constitution of the Federal             right to democracy and equal rights. This
to many companies. In our region, the              ation at an early stage: This team conducted            away male applicants were also discussed.                                       Weigl-Schneider visited Augsburg Uni­            Republic of Germany, there are still a                   group claims that women are still at a politi-
unemployment rate is not only lower than           a survey of professionals in the fields of IT           •• Using a design thinking approach, the                                        versity of Applied Sciences as part of the       number of problems in modern day society                 cal disadvantage despite their right to vote.
the German unemployment rate, but is also          and health. Detailed analyses indicated that            fifth team developed an “Employees-                                            „Roads to Success“ lecture series. In this        such as the gender pay gap, old-age poverty              In 2016, with a large number of female cam-
lower than the Bavarian average. Many              in addition to sector-specific motivational             Recommend-Employees“ process that can                                           series, sought-after personalities present       among women, and malfunctioning quotas                   paigners, the group submitted an actio
surveys have revealed that a large number          factors, salary, appreciation, further develop-         be implemented using an app. This process                                       their individual journey to success.             in boards of directors and supervisory                   popularis to the Bavarian Constitutional
of skilled workers are considering a change        ment and work-life balance are some of the              is so flexible that the employer can receive                                                                                     boards. Even in politics we see that the                 Court asking for a constitutional review of
of employer. On average, professionals only        main factors that are weighted differently in           recommendations from current as well as                                        During her presentation, the speaker first        conservative and male-dominated parties                  electoral law. In addition, they call for parity
have to send eleven applications to find a         different stages of life.                               former employees, job ads can be distributed                                   of all gave some background information           only have a small number of female candida-              rules to be enforced when filling electoral
new job and well-qualified applicants for          •• Successfully structure employee retention            to a wide audience and individuals can be                                      on women‘s suffrage, which came into effect       tes on their list of candidates. Christa Weigl­          lists. This is already common practice in
vocational training often have to send even        programmes: The students called for a cafe-             directly addressed.                                                            100 years ago in November 1918. Two               Schneider is a speaker for action group                  some European countries. This guest spea-
fewer. Employers must, therefore, raise            teria system that is connected to performance                                                                                          months later, women were allowed to vote                                                                   ker no longer works as a lawyer in her own
awareness among potential candidates and           management.                                             Max Samer emphasised that HR needs a gre-                                      and stand for election for the first time ever.                                                            law firm and now concentrates on her volun-
try to retain good employees, which means          •• Job advertisements of the future: Many               ater understanding of marketing to attract                                     Since the French revolution in 1789, women                                                                 tary work on a full-time basis. In her presen-
focussing on their qualifications and satis­       applicants are unhappy with current job                 and retain sought-after target groups. Prof.                                   had been demanding political participation,                                                                tation, she conveyed the message to the stu-
faction.                                           advertisements and would like more                      Dr. Erika Regnet summed up by saying                                           albeit in vain. The fight for women‘s                                                                      dents that it is important to have the
                                                   informa­tion about the team, the working               “The bait has to attract the fish, not the fis-                                 suffrage is one of the three greatest social                                                               courage to follow your own path and to be
Instructed and supported by the Augsbur-           environment, the tasks and the salary as well           hermen”, which she then backed up using                                        movements of the end of the 19th century,                                                                  an advocate for forward-looking ideas.
ger Allgemeine newspaper and in coopera-           as specific information about the qualifica-            several examples.                                                              which led to the first democratic associations
tion with Max Samer, Head of Crossmedia-           tion required. However, there may be some                                                                                              formed by women and the publishing of the                                                                 Information: Christine Greve, coordinator of the
verkauf, students in the Human Resource            conflicts of interest. For example: What are            Information: Profs. Dr. Regnet and Dr. Hatfield                                first women‘s magazines. Shortly after this,                                                              women‘s office
Management Master programme focussed                                                                                                                                                      the social democrats were the only party
on these issues during winter semester                                                                                                                                                    to also demand a change to voting rights.

                                                                                                                                                                Photo: Ulrike Tielemann
2018/19.                                                                                                                                                                                  In the past, the rights and obligations of
                                                                                                                                                                                          citizens were always seen as male-only. From      Christa Weigl-Schneider
The topics dealt with and key findings of the
project are outlined below:

•• What‘s new in personnel marketing? The
wide range of possibilities social media offers                                                                                                                                           GETTING OFF TO A GOOD                             The Dean of the Faculty of Business, Prof.              with universities of applied sciences and
is remarkable. Companies cannot follow                                                                                                                                                    START: POST MERGER                                Dr. Michael Feucht, and Vice President of               universities, documentation and knowledge
every new trend but should regularly check                                                                                                                                                INTEGRATION WORKGROUP                             Augsburg University of Applied Sciences,                transfer, and future events of the PMI work-
if the relevant target group is still being                                                                                                                                                                                                 Prof. Dr. Manfred Uhl, held a welcoming                 group are just a selection of the topics that
 reached by the media chosen.                                                                                                                                                             On 16 January, 2019, the Bundesverband            speech which was followed by discussions on             were dealt with. At the end of the event,
                                                   Peter Große, Gabi Holland and Kevin Porth (from left) while presenting the “Employees-Recommend-Employees”                             M&A (BM&A) federal association held its           current trends and challenges in PMI during             the findings of the day were discussed
                                                   process.                                                                                                                               inaugural meeting for the merging of the          agile workshops based on the principles of              with the EY partners for integration David
                                                                                                                                                                                          activities of the Association for Post­Merger     design thinking. Goals and topics for the               Müller-Elmau and Bastian Bender.
                                                                                                                                                                                          Integration (GfPMI) and the PMI initiatives       new PMI workgroup were also defined,
MCDONALD‘S: RECRUITING                             and temporary staff, many of whom come                 high level of fluctuation in the restaurants.                                   of the BM&A. This will be a further strate-       and participants decided on the individual              The next steps are to integrate this work
                                                   from abroad. The figures speak for themsel-            In many metropolitan areas, a significant                                       gic component of the BM&A this year and           workgroups to be formed. The standardisa-               into the workgroups and to plan the 2019
On 22 November, Personnel Management               ves: There are around 1,500 trainees alone             number of employers are competing for                                           in 2020. The first meeting took place at          tion of best practices for the integration and          PMI congress during which the workgroup‘s
Master students welcomed Julia Peyerl,             and 60,000 employees in Germany. In                    temporary staff and low-skilled workers.                                        Augsburg University of Applied Sciences.          M&A process, the consideration of integra-              knowledge should be passed on to interested
Department Head Talent Acquisition at              addition, franchise holders run around 90              To compete effectively, wage costs may                                          As part of the kick-off event, GfPMI was          tion issues in all phases of the M&A process,           companies and the general public.
McDonald‘s Deutschland LLC in Munich               percent of the McDonald’s restaurants as               not be increased as desired. For this reason,                                   officially incorporated into the BM&A by          the transformation of the integration and
to their course.                                   independent businesses and each of these               recruiters experiment with innovative topics,                                   handing over the baton from the former            M&A process due to digitalisation and digi-             Information: Prof. Dr. Feix
                                                   franchise owners is responsible for an                 for example the one-minute application                                          CEO of the GfPMI Dr. Ralf Held, who               tal tools, cultural integration, cooperation
With a team of four, she recruits new emplo-       average of five restaurants. Although the              for restaurants, chatbots for faster applicant                                  successfully turned the GfPMI and the par-
yees for the German headquarters in Munich,        recruitment for these restaurants is done on           communication and 3D films for recruit-                                         ticipating companies into a sought-after
which has 400 employees, as well as for            a regional basis with individual responsibility,       ment fairs.                                                                     think tank on the topic of integration, to
around 120 restaurants that are run by the         the team in Munich offers support with                                                                                                 Prof. Dr. Thorsten Feix, who will lead the
company itself.                                    their expertise, campaigns and advertising              Information: Prof. Dr. Regnet                                                  new PMI workgroup as Co-CEO of the
                                                   material.                                                                                                                              BM&A.
For this purpose, personnel marketing
events are held on a regular basis (school         Digital self-service kiosks do not aim to                                                                                              The host and new Co-CEO welcomed a
visits, trainee and university fairs), personnel   make humans superfluous. “We would like                                                                                                large number of renowned companies from
marketing campaigns have to be developed           to employ even more staff”, explained Julia                                                                                            the GfPMI and the BM&A, representatives
and selection interviews to be held. The           Peyerl. The guest speaker gave a vivid                                                                                                 of the BM&A such as chairman Prof. Dr.
overall goal is to recruit new colleagues for      account of the operational challenges that                                                                                             Kai Lucks, and representatives of various
McDonald’s and to get contracts signed.            HR managers face: The demand for vocatio-                                                                                              universities of applied sciences and universi-
They are looking for a wide variety of candi-      nal training positions has been steadily                                                                                               ties. The large number of participants and
dates: highly qualified skilled employees          falling for years now. This is due to demo-                                                                                            participating companies are a testimony
and management staff for the headquarters,         graphic change and the increasing tendency                                                                                             to the impact this new workgroup may have
restaurant managers and employees, trainees        to pursue third-level education. There is a                          Julia Peyerl                                                      in the future.                                    Participants of the Post Merger Integration workgroup

12                                                                                                                                                                                                                                                                                                                                                13
BUSINESS Digital transformation in the region - SUMMER 2019 - Hochschule Augsburg
STUDIES / ALUMNI | gP BUSINESS | SUMMER 2019

GRIDX: CONTINUING ON THE                                    START-UP: BEENEO                                                                                                                    SUPPLEMENTARY COURSE: HR IT BASICS AND HR ANALYTICS                                                                    HUMAN RESOURCES MASTER:
ROAD TO SUCCESS                                                                                                                                                                                                                                                                                                        SOUGHT AFTER
                                                            Joscha Steybe has the ambitious goal to                     have to be aware of when running an online                              The digitalisation of the working world
The young energy company gridX is still                    „revolutionise the honey market“. Together                   shop? How do I develop my communication                                 continues to have a significant impact on                                                                              This course started for the 9th time in 2018:
revolutionising the energy market. Dominik                  with three friends, the Marketing/Sales/                    strategy? These were just some of the ques-                             HR work. Where can technology be used                                                                                  Following an intense application process,
Ganswohl, graduate of the Bachelor in                       Media marketing student founded the com-                    tions Prof. Dr. Felicitas Maunz answered in                             to provide even more support? Which pro-                                                                               20 up-and-coming personnel experts started
International Management, is a member                       pany Beeneo. They source their honey                        his lecture entitled „Branding, Advertising                             cesses can be or must be streamlined? What                                                                             this three-semester Master programme at
of the team that has received investments                   solely from German hobby beekeepers, fla-                   and Media Law“. Prof. Dr. Manfred Uhl                                   can be easily automated and how? What are                  ful analyses and to correctly interpret the                 the start of October. Around one third of
worth millions of euro. Investors such as                   vour it with organic ingredients such as gua-               dealt with the basics and how to put them                               the requirements of those responsible and                  results. Personnel cost planning is the main                these students will voluntarily study for a
Innogy Ventures and Coparion are inves­-                    rana, cinnamon or ginger, and send it to the                into practice in his „Corporate Communi­                                the users? What do decision-makers have                    focus of this course.                                       longer period of time to spend an optional
ting a medium-sized seven-digit amount                      customer in biodegradable bags. At the end                  cation“ lecture. It is a win-win situation for                          to know and consider?                                                                                                  semester abroad either studying or doing an
into the start-up energy company. This fresh                of last year, this young entrepreneur and his               everyone: A large number of topics were                                                                                            Due to his extensive professional experience,               internship in winter semester 2019 before
capital is to be primarily invested into the                comrades raised €10,000 as part of a crowd-                 presented using practical examples from                                 Joachim Volpert, managing partner of                       Joachim Volpert was able to give many                       doing their Master thesis. Students currently
development of nuclear technology.                          funding project, which was enough start-up                  Beeneo and then discussed with the other                                novamusHR01 in Unterschleißheim, will                      important practical insights and perfectly                  have the option to study abroad in Australia
                                                            capital for 600 bags. In future, the honey                  students.                                                               provide competent and dynamic teaching                     illustrate implementations, obstacles and                   or New Zealand, for example. Semesters
They have made some adjustments to their                    will be for sale online at www.beeneo.de and                                                                                        support in this field at our faculty. First of             success factors. Furthermore, the students                  abroad in Riga, Finland and Ireland are
business model and have been serving custo-                 also at selected REWE supermarkets.                         Information: Prof. Dr. Maunz                                            all, the students will learn the basics in the             also have the opportunity to both test and                  already planned for 2019. This year we
mers such as E.On, Viessmann, Innogy and                                                                                                                                                        foundation course. They will primarily work                reinforce their knowledge in the computer                   received applications from 150 Bachelor
RheinEnergie for a number of months now.                    The curriculum of their Master programme,                                                                                           with SAP HCM and SuccessFactors. The                       room using an example company. Both                         graduates, mainly from Germany. At 25%,

                                                                                                                                                                                Photo: beeneo
The team is growing rapidly in all fields and               which is offered in cooperation with the                                                                                            course content mainly consists of setting up               courses are on offer as supplementary                       the proportion of male applicants was much
in addition to interesting internships and                  TH Ingolstadt, provided useful background                                                                                           a personnel information system, the basics                 courses for Bachelor and Master students.                   higher than in previous years.
positions for working students, there are                   knowledge for Joscha Steybe and his col-                                                                                            of cloud applications and the representation               Augsburg University of Applied Sciences,
also opportunities for recent graduates.                    leagues when dealing with any issues that                                                                                           of personnel processes in human resources                  therefore, gives students specialising in HR                Information: Prof. Dr. Regnet
Students from Augsburg University of                        arose while starting up their business.                                                                                             systems.                                                   the possibility to prepare themselves for
Applied Sciences might find just what they                                                                                                                                                                                                                 future careers.
are looking for here.                                      Which legal aspects have to be considered                            Sharp – organic honey                                           In the HR analytics advanced course, the
                                                           when choosing a brand name and how do I                                flavoured with a hint                                         students learn how to carry out meaning­-                  Information: Prof. Dr. Regnet
                                                                                                                                               of chilli.
Information: Dominik Ganswohl www.gridX.ai                 effectively protect my brand? What do I

MOUTAINS R4 SKIING AND BOARDING                                                                                                                                                                 PMG GRADUATION CEREMONY

In March 2019, professors, students and friends of the Faculty of Business set off into the new semester on their skis. Once again, Prof. Dr. Wolfram Schönfelder invited the                   And this is what graduates look like: On 21 December, Annika Sophie Mändle, Verena Dollinger, Annika Gebauer, Daniela Faber, Nico Dieter, Pia Beckstein, Anna Kustermann
participants to the Schladming skiing region in his native Austria.                                                                                                                             and Nicola Naumann were presented with their degree certificates by the President of the University of Applied Sciences, Prof. Dr. Rohrmair (right) and the Dean of the Faculty
                                                                                                                                                                                                of Business, Prof. Dr. Feucht (left) at a celebration in the Kongress am Park in Augsburg.

14                                                                                                                                                                                                                                                                                                                                                                          15
BUSINESS Digital transformation in the region - SUMMER 2019 - Hochschule Augsburg
STUDIES / ALUMNI | gP BUSINESS | SUMMER 2019                                                                                                                 CONTINUING EDUCATION | gP BUSINESS | SUMMER 2019

FIRST TIME: STUDENT                               learning methods. Each student took note                    completed an in-depth self-analysis of their
ORIENTATION PHASE                                 of their individual learning strategies and                 current competences and competences yet                                                                    Current seminars:                                   Target group: Specialist and manage-
                                                  checked if these strategies can be used to                  to be developed.                                                                                            • 5 June Workshop: „Attracting University          ment staff in the field of healthcare and
For a number of years now, new students           acquire new competences.                                                                                                                                               Graduates and Professionals“                        social services who want to take on new
have been finding the transition from school                                                                  The highlight of the orientation phase was                                                                 (Prof. Dr. Erika Regnet) Course information         business management tasks and respon-
to university more challenging. To make it        In addition to the acquisition of competen-                 the barbeque during which students had                                                                     (in German) and registration under http://          sibilities in addition to their specialist
easier for new students to get used to univer-    ces and learning reflections, general topics                ample opportunity to get to know each other                                                                tcw-donau-ries.de/weiterbildung/seminar-            tasks, or who would like to qualify for
sity and to make it clear from an early stage     such as examination systems were also inclu-                and network. The event was financed by                                                                     schulungen/.                                        senior positions and require know-how
that at university, it‘s not all about learning   ded in the curriculum. The neurobiological                  donations from the Förderverein, Techni-                                                                                                                       and management competences to do so.
predefined course material by heart, but          fundamentals of learning, rules of the game                 ker Krankenkasse and Bäckerei Ihle.                                                                        Certificate courses
more about the acquisition of competences         at university and specific topics such as peri-                                                              Sought-after personalities keep learning                  Part­time, compact certificate courses have         The courses will take place at Augsburg
for a future career, Ulrike Tielemann and         ods of time spent abroad were also discussed.               Information: Prof. Dr. Joeris                    throughout their lives. Many employers in                 a modular structure and can be booked               University of Applied Sciences.
Prof. Dr. Sabine Joeris developed a curricu-      By the end of the event, the students had                                                                    the region are concerned with securing                    flexibly. They extend over a year. It is possible
lum for a four-day orientation week for                                                                                                                        and retaining specialist staff. The Faculty               to obtain a university certificate in addition.     Information and registration under weiter-
International Management and Business                                                                                                                          of Business provides support for vocatio-                                                                     bildung.wirtschaft@hs-augsburg.de
Administration Bachelor students. It was run                                                                                                                   nal training after graduation in a number                 Controlling
for the first time in winter semester 2018/19.                                                                                                                 of ways.                                                  The next certificate course in Controlling          Contact partner in Augsburg:
The feedback from the students was very                                                                                                                                                                                  is scheduled to start in October 2019. It           Prof. Dr. Erika Regnet, coordinator for
positive.                                                                                                                                                      In-house seminars                                         comprises a total of 14 seminar days from           continuing education, Faculty of Business
                                                                                                                                                               The range of in­house training courses                    October 2019 to November 2020. It is also           Nadine Vila
When developing the curriculum, great                                                                                                                          comprises seminars on all business                        possible to only attend a selection of cour-        Augsburg University of Applied Sciences
importance was attached to interactivity and                                                                                                                   administration and legal topics. These                    ses to refresh your knowledge in certain            An der Hochschule 1 86161 Augsburg
self-reflection. Over the four days, the focus                                                                                                                 are individually planned and conducted in                 subject areas. Target group: Specialist and         Tel. +49 (0)821 5586-2921/2917
was on competences. They started off by                                                                                                                        cooperation with the customers – also in                  management staff from all company depart-           weiterbildung.wirtschaft@hs-augsburg.de
asking the new students to look for job                                                                                                                        English. Overview of topics (in German)                   ments who want to improve or refresh their
advertisements on online job portals that                                                                                                                      under www.hs-augsburg.de/Wirtschaft/                      know­how in the area of controlling and com-        Contact partner in Nördlingen:
correspond to their dream job after their                                                                                                                      Inhouse-Firmenseminare.html.                              pany control due to increased responsibility        Manuela Jenewein
studies. They then had to decide which                                                                                                                                                                                   within the company.                                 Weiterbildungszentrum Donau-Ries
social, personal, methodological and specia-                                                                                                                   Seminars                                                                                                      Technologie Centrum Westbayern GmbH
list competences are required for this posi-                                                                                                                   Compact individual seminars on current                    New: Business Administration                        Emil-Eigner-Straße 1
tion. The next step required that the students                                                                                                                 issues are very suitable for obtaining new                in the Field of Healthcare and                      86720 Nördlingen
reflect on the skills they already have and                                                                                                                    know­how and quick updates in the event                   Social Work                                         Tel. +49 (0)9081 8055-102
the skills they have yet to acquire. They                                                                                                                      of changes. These seminars take place                     In times of scarce resources with increasing        manuela.jenewein@tcw-donau-ries.de
took note of the competences they still lack.                                                                                                                  at the Technologiecentrum Westbayern                      specialist and administrative requirements,
While reflecting upon what they learned,                                                                                                                       (Technology Centre West Bavaria, TCW),                    it has become paramount for employees in            You can find further information about
the students thought about various stages of                                                                                                                   the university­at­institute in Nördlingen.                the fields of healthcare and social services        continuing education at the Faculty
their learning biography. Accompanied by a                                                                                                                                                                               to think and act economically. In this course,      under: www.hs-augsburg.de/Wirtschaft/
moderator, for each stage they reflected on                                                                                                                                                                              the participants learn how to think as entre-       Inhouse-Firmenseminare.html.
how this phase of their lives influenced their    First-semester students in action with their trainer and moderator Ralf Besser.                                                                                        preneurs and acquire profound business
                                                                                                                                                                                                                         administration knowledge of the methods
                                                                                                                                                                                                                         involved in cost and price calculation,
                                                                                                                                                                                                                         economic efficiency calculations, and
PRACTICE: UP CLOSE                                                                                                                                                                                                       gain know-how for designing efficient work
                                                                                                                                                                                                                         processes and employee management.
Dr. Thomas Bleis from MVR-training –                                                                                                                                                                                     This enables them to make decisions on
the company for personality and team                                                                                                                                                                                     a specialist and economic basis, and to
training in the fields of management, sales,                                                                                                                                                                             systematically implement these decisions.
customer support and rhetoric held key lec-
tures in the personnel management Master                                                                                                                                                                                  Key content:
programme last winter semester again. In                                                                                                                                                                                 • Personnel management, law, marketing
addition to the basic theoretical principles,                                                                                                                                                                            • Accounting, cost management, controlling
he provided the students with an overview                                                                                                                                                                                • Management methods – in particular,
of current research findings. He focused on                                                                                                                                                                               project, quality and process management
topics such as supporting HR professionals                                                                                                                                                                               • Individual specialist coaching
and executive staff in management tasks,
and the challenges this represents in practice.                                                                                                                                                                          Courses:
These diverse insights and pitfalls were                                                                                                                         Betriebswirt /-in im Gesund-                            11 May „Personnel Selection“
particularly useful as were the practical                                                                                                                        heits- und Sozialbereich                                (Prof. Dr. Erika Regnet)
exercises in conversation techniques, for                                                                                                                        B E R U F S B E G LE ITE N D E W E ITE R B I LD U N G
                                                                                                                                                                                                                         29 June „Marketing/PR Work“
                                                                                                                                                                 M IT G E P R Ü FTE M H O C H S C H U LZ E RTI F I KAT
example.                                                                                                                                                                                                                 (Prof. Dr. Gerhard Riegl)
                                                                                                                                                                                                                         The other modules run until July 2020.
Information: Prof. Dr. Regnet

                                                  Dr. Thomas Bleis.

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BUSINESS Digital transformation in the region - SUMMER 2019 - Hochschule Augsburg
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