Which topics are addressed by the PhD program?

Context

Integrating marketing, software, data, and IT is becoming increasingly important in an era characterized by rapid technological progress and complex business environments. 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 crucial for any type of business model. The influence of IT has fundamentally changed marketing itself in recent years, but 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 the intersection of these fields. The program promotes a deep understanding of digital strategies, software business, marketing, and advanced research methods (e.g., design science research) so that graduates can 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 achieves the following core objectives:

  • Knowledge building: Students acquire a profound understanding of relevant subtopics in marketing, computer science, and research methodology.

  • Interdisciplinary research skills: Students develop the ability to produce 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: The students generate a measurable impact on companies and society through the program's results, e.g., publications, prototypes, start-ups, or patents.

Curriculum

The curriculum integrates PhD seminars and colloquia from marketing, computer science, and methodology 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, and use of GenAI.

  • General research methodology: research paradigms, literature and document analysis, development of publications, publication of results at globally relevant conferences.