The world of work is undergoing historic change. Artificial intelligence is taking over routine tasks, companies are digitising their business models, and sustainability is evolving from a voluntary commitment into a key factor for business success. At the same time, skills shortages, international crises and rising customer expectations are intensifying competitive pressure.
For companies, this means that traditional management is no longer sufficient. What is needed are individuals who understand economic interrelationships, actively shape change and take responsibility. It is precisely these skills that are now summarised under the term ‘future skills’.
The Bachelor’s degree programme in Business Administration (B.A.) at Dresden University of Applied Sciences combines a solid grounding in business administration with current, forward-looking topics such as digitalisation, sustainability and strategic management. In this way, you’ll not only develop business management expertise, but also precisely the skills that companies are looking for in the ‘New Work’ world of today and tomorrow.
In this article, you’ll find information on the following topics:
The demands placed on leaders are changing rapidly. Using five future-oriented career profiles as examples, we show you which Future Skills are crucial in practice and how the Business Administration (B.A.) degree program prepares you optimally for these challenges.
Digitalization is one of the biggest future challenges facing German companies. At the same time, there is a shortage of people who can combine technological developments with business thinking.
The figures speak for themselves:
The challenge is therefore no longer just about programming. Companies need professionals who can analyze business processes, identify digital opportunities, and successfully implement change within organizations.
Introducing new software or using AI applications is relatively easy today. The real challenge lies in integrating digital technologies effectively into existing business processes.
Digitalization managers take on exactly this task. They analyze workflows, develop strategies for digital transformation, and support employees throughout change processes. At the same time, they must keep both business objectives and technological possibilities as well as organizational changes in mind.
They serve as the link between management, IT, and specialist departments — making them key drivers of successful transformation processes.
New technologies are evolving faster today than ever before. That is why it is no longer enough to simply know how to use individual software programs. Companies need people who understand technological developments, can assess their potential, and guide organizations confidently through digital change.
In the Business Administration (B.A.) degree program at Fachhochschule Dresden, you learn not only how to support this transformation but also how to manage it strategically. You build your technological foundation in the third semester with the module “Business Information Systems.” Building on this, in the fourth semester, the modules “Business Model Development” and “Business Analytics” teach you how to analyze digital processes, evaluate large volumes of data from a business perspective, and establish entirely new digital business models in the market. This profile is rounded off by the module “Innovation Management” in the fifth semester, which equips you with the skills to successfully implement innovations within companies.
Throughout your studies, you develop exactly the skills that companies urgently need today to actively shape digitalization.
Modern companies are no longer struggling solely with attracting new employees. One of the biggest challenges is motivating employees in the long term and building lasting commitment to the organization.
Current studies show the growing need for action:
This development makes one thing clear: Human resources management is no longer just an administrative function. It is increasingly becoming a strategic management responsibility.
Companies can purchase modern technologies. A motivated corporate culture, however, cannot simply be ordered.
That is why HR managers develop strategies to attract talent, retain employees in the long term, and create modern working environments. Topics such as employer branding, talent development, new leadership, and change management are becoming increasingly important.
Especially in times of skilled labor shortages, company success is often no longer determined by the highest salary, but by the ability to inspire people to work toward shared goals over the long term.
The world of work is constantly changing. New technologies, new working models, and changing employee expectations require HR professionals to continuously develop their own skills and knowledge.
In the Business Administration (B.A.) degree program at Fachhochschule Dresden, you learn to understand human resources management as a strategic success factor. You build the essential foundation right from the first semester in the module “Fundamentals of Human Resource Management.” In the second semester, the course “Strategic Management” teaches you how corporate culture, organizational development, and business success are inseparably connected. This knowledge is complemented by essential legal expertise in the third semester through the module “Business Law.”
By applying this specialist knowledge in real-world practical formats, such as the “Transdisciplinary Project” in the fourth semester, and through close collaboration with experienced lecturers, you develop exactly the skills needed to successfully support companies as a modern HR manager and guide them into the future.
Marketing is one of the business areas currently undergoing the fastest transformation. Artificial intelligence can create texts and images within seconds, automatically analyze target groups, and help companies manage campaigns more efficiently. At the same time, the D21 Digital Index shows that although more and more companies are using AI tools, many organizations lack professionals who can use these technologies strategically.
In addition, current trend studies show that, particularly in B2B marketing, attracting specialists for digital customer journeys, CRM systems, and data-driven marketing is one of the biggest challenges companies face.
The message is clear: AI does not replace marketing managers — it fundamentally changes their responsibilities.
Modern marketing managers no longer develop only creative campaigns. Today, they analyze data, interpret market trends, and make decisions based on key performance indicators. At the same time, they must respond flexibly to new platforms, changing algorithms, and evolving customer needs.
Not every campaign achieves the desired success. Reach may decline, target groups may change their behavior, or new technologies may transform entire marketing strategies within just a few months.
That is why companies need people who remain capable of taking action even in uncertain situations.
Today, marketing means understanding change not as a problem, but as a constant reality. This is precisely why resilience and adaptability are among the most important Future Skills in modern marketing.
In the Business Administration (B.A.) degree program at Fachhochschule Dresden, you learn how to combine marketing decisions with business-oriented thinking. You build the necessary foundation in the first semester through the module “Fundamentals of Marketing.” To avoid relying on intuition alone in fast-moving markets, you learn how to make data-driven business decisions — starting with “Statistics” in the second semester and continuing with the in-depth module “Business Analytics” in the fourth semester.
Combined with “Business Model Development” (also in the fourth semester), you learn how to integrate digital strategies with modern management approaches. At the same time, you work on real-world challenges in practical projects and develop the ability to make calm, well-founded decisions even under dynamic market conditions.
Today, sustainability is one of the most important strategic tasks for companies. With the European Corporate Sustainability Reporting Directive (CSRD), requirements for companies are increasing significantly. In the future, sustainability data must be systematically collected, documented, and reported.
However, an international study by PwC shows that many companies are facing significant challenges in precisely this area. A lack of personnel capacity and insufficient expertise in ESG reporting are among the biggest obstacles to implementing the new requirements.
At the same time, a fundamental transformation is taking place: More and more companies no longer view sustainability merely as a regulatory obligation, but as a genuine competitive advantage. Organizations that credibly integrate ecological and social responsibility into their business strategy strengthen their market position and gain the trust of customers, investors, and employees.
Sustainability managers no longer develop only environmental concepts. They analyze supply chains, coordinate sustainability reports, support transformation processes, and advise company leadership on strategic decisions.
At the same time, they must combine economic objectives with ecological responsibility and balance different interests. This ability to operate at the intersection of multiple areas will become increasingly important in the coming years.
Sustainable corporate management begins with responsible decisions. That is why values-based and ethical action is one of the key Future Skills for modern managers.
In the Business Administration (B.A.) degree program at Fachhochschule Dresden, you learn to evaluate business decisions not solely based on traditional, short-term performance indicators — although the methodological foundation for this is established in depth in the fourth semester module “Controlling.” You explore sustainable corporate management in detail. Already in the second semester, you connect these topics with corporate strategy in “Strategic Management” and later, in the fifth semester, courses such as “Risk Management” and “Innovation Management” specifically address aspects of Corporate Social Responsibility (CSR).
This enables you to develop a holistic understanding of how economic success and social responsibility can be inseparably connected. This very ability makes graduates particularly valuable to companies today. Sustainable business practices no longer determine only a company’s image — they increasingly influence its long-term success.
Today, companies can no longer rely solely on existing products or services. New technologies, changing customer needs, and global markets are making innovation the most important driver of growth.
The figures show how strongly this transformation is already taking place:
As a result, standing still is increasingly becoming a competitive disadvantage. Companies are therefore looking for people who can identify trends early, develop new business ideas, and transform them into viable business models.
Business Development Managers do not only focus on the growth of existing companies. They analyze markets, monitor technological developments, and identify new business opportunities before they become successful products or services.
In doing so, they combine business expertise with innovation management and entrepreneurial thinking. They develop business cases, evaluate market potential, and support new business models from the initial idea through to successful market launch.
Especially in a dynamic economy, this capability is becoming increasingly important for companies.
New business ideas emerge every day. However, not every innovation becomes an economic success. This is exactly why critical thinking and sound judgment are among the most important Future Skills in business development.
Successful Business Development Managers question trends, objectively assess opportunities and risks, and make well-founded strategic decisions. They do not rely on intuition alone; instead, they combine data, market analyses, and economic relationships to create sustainable strategies for the future.
In the Business Administration (B.A.) degree program at Fachhochschule Dresden, you develop precisely these skills. You lay the foundation for creating and expanding business ideas as early as the third semester in the module “Entrepreneurship Management.” In the fourth semester, the module “Business Model Development” teaches you how to evaluate market potential and critically analyze existing business models. To confidently make strategic decisions even under uncertain conditions, you explore “Innovation Management” and “Risk Management” in depth in the fifth semester.
Through this close connection between applied business administration and modern management methods — often simulated using real case studies in the module “Business Simulation” (fifth semester) — you develop the ability to objectively evaluate new business ideas from an economic perspective and help companies achieve long-term success.
The developments across all five career fields reveal a clear picture: management is undergoing fundamental change. Digitalization, artificial intelligence, sustainability requirements, the shortage of skilled workers, and global uncertainties are creating challenges for companies that can no longer be addressed through traditional management methods alone. Today’s leaders need to do more than analyze figures and manage processes.
The leaders of tomorrow need business expertise, strategic thinking, and the ability to actively shape change. They must use new technologies effectively, support people through transformation, make sustainable decisions, and recognize opportunities before they become competitive advantages. These are precisely the Future Skills of modern business leadership.
Business administration meets future skills:
You combine solid business knowledge with the key topics of the future: digitalization, sustainability, innovation, and strategic management.
Leadership in a dynamic working environment:
You develop the skills needed to successfully manage teams, projects, and organizations even under uncertain market conditions.
Strategic thinking and entrepreneurial action:
You learn how to analyze business models, identify market opportunities, and make well-founded management decisions.
The challenges facing companies are greater than ever — and that is exactly where your opportunity lies. If you do not want to simply react to change but actively shape the working world of tomorrow, now is the right time.
Find out more about the Business Administration (B.A.) degree program at Fachhochschule Dresden and request your information materials.
Lina Kröber & Jasmin Kellermann
Kontakt
Campus Straßburger Platz | Raum 108
+49 351 44 45-444
studium@fh-dresden.eu
