Business administration has been one of the most popular degree programs in Germany for decades. However, in light of an increasingly saturated job market, growing competition for attractive jobs, and increasingly differentiated professional requirements, prospective students are now asking themselves more frequently: Is studying business administration still worthwhile?
One thing is clear: a key advantage of business administration programs continues to be their versatility. At the Faculty of Economics at Hof University of Applied Sciences, for example, students in the Bachelor’s program in Business Administration (B.A.) can choose from forward-looking specializations such as entrepreneurship and innovation, digital commerce and marketing, digital supply chain management, and logistics, which provide students with the best possible specialization and preparation for their future careers.
“Our range of courses creates the ideal conditions for students to play a valuable role in the dynamic interplay between digitalization and business.”
Prof. Dr. Jens Kirchner, Dean of the Faculty of Economics at Hof University
Practical relevance as a locational advantage
In addition, Hof University of Applied Sciences has a strong practical orientation: in many cases, the teaching staff have many years of experience in business, and the curriculum focuses on project-based teaching, interdisciplinary projects, and key qualifications such as presentation and teamwork skills.
This strong link between theory and practice is also reflected in external evaluations: In a CHE ranking for master’s programs, the Faculty of Economics at Hof University received excellent marks for study organization, support, and practical orientation—results that also benefit business administration students. “Our primary goal is to maintain the high standard of our programs in the future,” said Kirchner, commenting on the results of the ranking.
More than classic business administration: a wide range of courses
Another advantage of Hof University is its broad portfolio of courses in the field of economics: in addition to traditional business administration, students can also study international management, business law (including the new focus on “legal tech”), business psychology, or the newer Digital Business (B.A.) program. These programs are often closely related to business administration in terms of subject matter, making them ideal for students who want to combine economic thinking with specialist knowledge in areas such as digitalization or psychological applications.
In addition, Hof University of Applied Sciences offers dual study options, international double degree options, and part-time continuing education programs, for example in the areas of business management and digital transformation. The target groups here are not only traditional students, but also professionals and people with practical experience.
Criticism of the “common degree”
Despite these opportunities, there is also fundamental criticism of business studies: because business studies is offered at many universities and the course content often overlaps, critics speak of a “common degree” that makes it difficult for graduates to stand out from the competition.
Another criticism is that traditional business administration curricula sometimes focus too heavily on traditional areas such as management or accounting and only touch on social issues such as sustainability, digitalization, or social responsibility.
Profile development as a decisive factor
Hof University is countering this criticism by incorporating study models such as digital business or interdisciplinary modules into its bachelor’s degree programs. Nevertheless, it is still up to students to seek out specializations or acquire additional qualifications at an early stage if they want to stand out from the crowd.
Not a sure-fire success, but still attractive
Studying business administration is still worthwhile—but success depends heavily on how it is used. At Hof University of Applied Sciences, the program offers a solid foundation in business administration, a wide range of specialization options, and a strong practical orientation that, in combination with specializations, internships, and additional qualifications, opens up real career prospects.
Dean Prof. Dr. Jens Kirchner sums it up:
“We prepare our students to analyze processes and technologies in a goal-oriented manner and to develop tailor-made strategic and operational measures” – skills that are in demand in almost all industries.
Prof. Dr. Jens Kirchner
Despite criticism of the generic nature of many business administration programs, the degree program—especially in its current, practice-oriented form at Hof University of Applied Sciences—remains a promising option for anyone who wants to understand, shape, and apply economic issues in practice.
