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Project "Entering New Markets in the Services & Software Industry" *

Name of module: Project "Entering New Markets in the Services & Software Industry" *

Exam number: 3369

Semester/Trimester: Semester

Form of the module (i.e. obligatory, elective course): Wahlpflicht

Frequency of module offer: Winter semester 2012/2013

Prerequisites: "Orientierungsphase" should be completed.

Applicability of module for other modules and study programmes:
Serviceveranstaltung für Studierende der Kultur- bzw. Rechtswissenschaften

Person responsible for module: Prof. Dr. Karl Kurbel

Name of the professor: Olga Stawnicza, M.Sc.

Language of teaching: englisch

ECTS-Credits (based on the workload): 5

Workload and its composition (self-study, contact time):
Kontaktzeit (Vorlesung, Übung, Seminar etc.): 37,5 Std.; Selbststudium: 112,5 Std.

Contact hours (per week in semester): 3

Methods and duration of examination:
It is possible to earn a course requirement (Eigenleistungsschein). Grades will be based on a number of individual deliverables (papers, presentations, actual system implementations, etc.) to be specified at the beginning of the project. Attendance is mandatory.

Emphasis of the grade for the final grade: Eins

Aim of the module (expected learning outcomes and competencies to be acquired):
Result-oriented project work

Contents of the module:
This is a subproject of a larger endeavor in which we examine how a global player in the software and services industry organizes its business and what the company has to do to enter new markets. In this project, we focus on a special case, Cognizant Technology Solutions. Cognizant is one of the largest and fastest-growing software and services company in the world (such as TCS, Infosys, Accenture, Wipro). Headquarters are in the US, but the majority of employees are in India.
While Cognizant is doing business all over the world (including Germany), there are only few activities in Eastern Europe. Therefore, our case study will be centered around the question, what does a global player such as Cognizant have to do to successfully enter Eastern European markets (e.g. Poland, Ukraine)?
The overall project has several parts:
Part 1 (for ECTS)
Block 1 (15.10.-30.11.2012)
- Market structures in the global software and services industry
- Cognizant GDM (Global Delivery Model)
- Market analysis and market entry options
- Design of a market entry strategy for Cognizant
Part 2 (for life)
- Excursion to India, visiting major Cognizant locations (such as Mumbai, Bangalore, Pune or Chennai), appr. 2 weeks
- Preparation phase: December/January
- Travelling: mid February
Please note that students taking part in the excursion are facing expenses. We are looking for sponsoring to cover some of this cost.
Part 3 (for practice)
Successful project participants interested in doing an internship with Cognizant in India will receive preferential treatment when applying through VIBE Internships.
How to apply:
Since this is a real project, students interested in participating are expected to show a robust and sustainable commitment throughout the entire project period. To be admitted to the project, you have to submit:
- Letter of motivation (why do you want to participate, apart from getting ECTS points)
- Curriculum vitae
- Record of achievements in your studies (grades obtained so far)
by August 31, 2012.
Please note that the project is meant for students close to completing their studies, not for those who just began.
For more information, please contact Olga Stawnicza (

Teaching and learning methods:
Project work

Additional feature:
Cooperation project with Cognizant Techology Solutions, a global player in the services & software industry

Literature (compulsory reading, recommended literature):

Further information:

Registration in Moodle required.