Master's Students Explore Prague’s Path to a Market Economy
- 14.07.2026
- International
The group visited Anglo-American University in Prague, where they explored how a university builds its brand and markets an academic experience rather than a product.
In June, students from the International Business Management master's program at the FH Kufstein Tirol traveled to Prague for a five-day study trip. The Czech capital provided the ideal setting to combine academic insights, corporate visits, and international experiences.
At the heart of the study trip was the question of how the Czech Republic developed into one of Europe's most successful transition economies. Accompanied by Prof. (FH) Dr. Bernd Wollmann, Marketing & Customer Experience, the students gained diverse insights into economic relations, corporate practices, and the city's cultural history. The varied program combined corporate and institutional visits with academic perspectives, bringing course content in Finance, Management Strategy, Economics, and Marketing directly to life.
Start-up Ecosystems and Foreign Investment
An initial focus of the study trip was on innovative strength and international competitiveness. During their visit to the Prague Innovation Circle, the students gained insights into the conditions under which young companies grow, secure funding, and receive professional support. This perspective was complemented by an exchange with CzechInvest, which highlighted how the Czech Republic strategically targets foreign investment and positions itself as an attractive location for multinational corporations. This demonstrated how closely entrepreneurial development, investment policy, and economic dynamics are interlinked.
Students of the Masters program of International Business Management during their five-day study visit to Prague in June 2026.
Corporate Strategy in Transition Markets
How companies maintain their ability to act in a changing economic environment became particularly tangible during the subsequent parts of the program. At Crystal Bohemia, the focus was on how manufacturing companies respond to geopolitical and social shifts, and why strategic adaptability is crucial for long-term success. Siemens Czech Republic then provided a broader perspective on strategic management within a multinational corporation. Topics such as ESG, supply chains, cybersecurity, and crisis preparedness illustrated how multifaceted business decisions are today and how closely individual areas of action are connected.
A Siemens manager briefs the cohort at the company's Prague site on supply chain management and the integration of ESG into the company's overall business strategy.
Risk, Finance and Economics
Financial and macroeconomic relations were also experienced firsthand in Prague. At VIG Re, students explored the importance of reinsurance and gained insights into how companies assess, hedge, and manage risks in an economically viable way.
Finally, the Czech National Bank shed light on the macroeconomic framework: there, it was clearly demonstrated how inflation is managed, currency stability is secured, and economic policy instruments are applied in practice. In this way, core concepts in Finance and Economics could be directly linked to real-world institutional and corporate questions.
The study trip to Prague impressively demonstrated how closely economic theory and business practice are connected. For the students, it provided not only academically valuable insights but also international experiences that extend far beyond the classroom.