Interdisciplinary Studies between Software Business, Customer Orientation and Computer Science:
Innovations for Digital Marketing, Software Defined Products and Customer Value

Context

In an era characterized by rapid technological progress and complex business environments, the integration of marketing and IT is becoming increasingly important. A modern understanding of customer orientation 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, 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 every 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, Customer Orientation and Computer Science” is designed to equip industry researchers with the knowledge and skills to navigate the intersection of these two fields. The program fosters a deep understanding of marketing theories (e.g. service-dominant logic), digital strategies, software business, 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. For Intake 2025, 12 PhD places and 2 scholarships will be offered.

Program goals and structure

The PhD program “Interdisciplinary Studies between Software Business, 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 or business informatics, 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 sub-topics in the fields of marketing, computer science and research methodology.
• Interdisciplinary research competence: 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: 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.

Research opportunities

The PhD program offers a wide range of research topics that reflect the many overlaps between marketing and computer science. Possible research areas are derived from concrete questions of business practice as well as from the academic knowledge base of marketing research. The results of the PhD procedures are relevant for the academic community and business practice.

Research methods

Students will apply a variety of research methods that combine qualitative and quantitative approaches to answer complex interdisciplinary questions. These methods include:

• Case studies: in-depth analysis of specific organizations or projects to gain insights and best practices.
• Surveys and interviews: Gathering data from stakeholders to understand trends and perspectives.
• Mathematical modeling: developing models to simulate business processes and predict outcomes.
• Experimental design: Conducting experiments to test hypotheses and evaluate measures.
• Data analysis: Using large amounts of data to uncover patterns and inform decision-making.
• Design science research: developing relevant artifacts and prototypes for application in business practice.

International collaboration

The PhD program is a pioneering initiative that focuses on global collaboration and cross-cultural academic exchange. The program is structured through a unique partner model involving renowned universities from Israel (Tel Aviv University), Finland (Aalto University), Switzerland (Universität St. Gallen) and the UK (UWS). The international structure is designed to provide students with diverse perspectives, access to world-class research institutions and the opportunity to collaborate with leading experts.

Science and practice

The Industrial PhD program is an innovative educational approach that allows PhD candidates to simultaneously work in a company and conduct academic research. This dual approach is designed to bridge the gap between academia and industry and promote practical applications through scientific research, while at the same time promoting the professional development of the PhD candidate. Industrial PhD programs are becoming increasingly popular as they are of great benefit to both the PhD candidates and supporting companies, while providing valuable insights and advances to the academic world.

Dissertation and defense

The linchpin of the PhD program is the dissertation, a relevant piece of research that provides new insights into the field of study. The dissertation process includes:

• Preparation of a research proposal: Submission and defense of a research proposal describing the planned research project.
• Implementation and publication of sub-projects: Carrying out research projects, analyzing the results and writing at least three sub-publications in journals and at conferences.
• Defense: Presentation of the dissertation to a review committee, defense of the methodology, results and conclusions.

Career Opportunities

Graduates of the PhD program have a wide range of career opportunities in academia and industry. Career options in the academic world include teaching as a private lecturer, post-doctoral positions and appointment to a professorship. From the perspective of business practice, the PhD program qualifies students for management positions and opens up a significant expansion of their own network. This provides a comprehensive and challenging path for those interested in bridging the gap between technology and business and achieving real impact through research. With a solid curriculum, diverse research opportunities and promising career prospects, the program equips PhD candidates with the knowledge and skills they need to make a significant contribution to business and research. Due to the digital transformation, the need for qualified experts who can navigate this intersection will continue to grow, making the program an excellent investment for one's future.

Fees

The Industrial PhD program offers doctoral students a unique opportunity to combine academic research with practical industrial experience. An important aspect of this program is the fee structure, which is designed to be straightforward and flexible to meet the financial needs of PhD students. The program comprises a monthly contribution of EUR 1,000 over a period of three years (payable in semi-annual installments of EUR 6,000). In addition, it is possible to leave the program at six-month intervals. This means that no long-term liabilities are built up and continuation of the program is always linked to individual progress.

Fee structure

The outlined fees cover the main components of the program:

• Supervision: personal support from a tandem of academic mentors.
• Seminars and colloquia: Access to advanced PhD seminars, academic supervision and PhD colloquia.
• Research facilities: Use of university research facilities and resources (e.g. in the form of the digital library).
• Administrative support: Services provided by the academic institution and corporate partners for the administration of the program.
• International seminars at the participating partner universities in the form of Digital Business Weeks.
• Not included are: Travel costs, external conference costs, copy editors, third party resources for data collection (e.g. transcription service and sampling).

The total costs for the three-year program amount to EUR 36,000. The fees are paid in advance for each six-month period (for the first time on 01.10.2025). The total amount for the upcoming period is due on the first day of the first month (e.g. on 01.04.2026 for the second semester). This prepayment plan helps candidates manage their finances by allowing them to plan costs in manageable increments for the entire duration of the program. It also ensures continued access to the resources provided by the academic institutions.

Since framework conditions can change, there is the option to end the program flexibly. In addition, the university has a special right of termination after each semester if research progress is not made. After every six months, candidates have the opportunity to evaluate their progress and decide whether the program should be continued.

If a candidate decides to discontinue the program, the university must be notified at least one month before the end of the current semester. This notification allows the academic institution to make the necessary adjustments to the overall program.

Funding and scholarships

Candidates may receive financial support from partner companies as part of their professional development. Employer funding may cover part or all of the program fees. In addition, the university awards two scholarships per year for particularly promising research projects, which cover the entire program fees.

Call for Applications

Expressions of interest can be sent informally and by email to Prof. Dr. Alexander Rossmann. Following the expression of interest, further information on the application procedure and the documents to be submitted will be sent.