What content is addressed by the PhD program?
Context
In an era characterized by rapid technological progress and complex business environments, the integration of marketing, software, data and IT is becoming increasingly important. A modern understanding of customers and software is characterized by diverse content: Innovative (software-based) products and services, hybrid sales and eCommerce scenarios, digital communication, dynamic and usage-based pricing models, sustainability in business models, applied artificial intelligence, customer experience, software-based operations, and much more.
However, the following still applies: customer benefits create company benefits. A convincing design of customer relationships is of crucial importance for any type of business model. The influence of IT has fundamentally changed marketing itself in recent years. This transformation has not yet been sufficiently researched.
The PhD program "Interdisciplinary Studies between Software Business, Artificial Intelligence, Customer Orientation and Computer Science" is designed to equip industry researchers with the knowledge and skills to navigate at the intersection of these fields. The program promotes a deep understanding of digital strategies, software business, marketing, advanced research methods (e.g. design science research) so that graduates are able to shape technological change in companies. This call for applications addresses the aims, structure, content, research approaches and career prospects of this unique PhD program.
Program objectives
The PhD program "Interdisciplinary Studies between Software Business, Artificial Intelligence, Customer Orientation and Computer Science" usually takes three years, depending on the specific progress made during the program (e.g. in the form of publications). Prerequisites for admission are a first-class Master's degree in a relevant sub-discipline such as business administration, business informatics or engineering, significant professional experience, a target-oriented research proposal and a convincing personality.
The program aims to achieve the following core objectives:
Knowledge building: Students acquire a profound understanding of relevant sub-topics in the fields of marketing, computer science and research methodology.
Interdisciplinary research competence: Students develop the ability to achieve relevant research results at the interface between marketing and computer science.
Methodological competence: Students acquire sound expertise in the key research methods used in global competition.
Impact: Students generate a measurable impact for companies and society through the results of the program, e.g. through publications, prototypes, start-ups or patents.
Curriculum
The curriculum integrates PhD seminars and colloquia from the fields of marketing, computer science and methodology in order to promote a holistic qualification. The core content includes:
Digital marketing in theory and practice.
Modern computer science: concepts of computer science for the development of digital solutions, software and software engineering, enterprise architecture management, etc.
Quantitative methods for research and management: Statistical and mathematical techniques for business analysis and decision-making.
Qualitative methods: Explorative interviews, expert surveys and focus groups as a basis for concept-related research approaches.
Scientific impact: publications in leading formats, patents, start-ups, projects with student groups, empirical research, ethics of research, use of GenAI.
General research methodology: research paradigms, literature and document analysis, structure of publications, publication of results at globally relevant conferences.