BUSINESS Digital transformation in the region - SUMMER 2019 - Hochschule Augsburg
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SUMMER 2019 BUSINESS Sought-after personalities – Augsburg University of Applied Sciences CHANGE MANAGEMENT Digital transformation in the region
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. 2 3
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
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 6 7
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
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
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
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
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. 16 17
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