Module contents:

In the course of digitalization, companies are rethinking how they generate, process, and act on customer data and sales is at the center of this transformation. This module examines the strategic opportunities and challenges that digitalization and artificial intelligence create for sales organizations. Students learn to analyze changing market structures, new strategic options, the digitalized customer journey, and to translate these insights into concrete business decisions for sales force management. At the same time, the module addresses key implementation challenges, including sales force adoption, resistance to change, and the integration of digital tools into existing sales processes.

The module combines three elements: (1) engagement with current academic research through paper reading and presentations, (2) hands-on experience with digital sales tools in an in-class case study and (3) the development of a project report and presentation addressing a real, current challenge from a partner company’s sales organization. In the context of this partner company case study, students apply and deepen their theoretical knowledge and develop theory-grounded, actionable recommendations, which they discuss with experienced practitioners. At the end of the module, students present their case-study results to representatives of the partner company, who will challenge and assess the recommendations.

Composition of module grade:

The module exam consists of the written elaboration of a partner company case study (80%) and the oral presentation of the results (20%).

Credit points are granted if participants pass the module exam. Participation in the module exam requires the completion of two exercises during the course with at least 70% of the achievable points. Participation in all sessions, including in-class presentations and final partner company project presentations, is mandatory to pass the module exam.

Learning objectives:

Participants will be able to identify and explain key challenges and opportunities for companies following digitalization and AI adoption in sales. They will learn to analyze a company-specific market and sales situation, compare strategic options, develop a structured solution approach, and derive practical recommendations for implementation. Additionally, they will gain experience in working with an AI-based sales training tool and develop a deeper understanding of how to comprehend scientific literature on digital transformation in sales and related topics.

Arrangements for participation:

Only 40 students can participate in the module. Hence, a binding application is obligatory.

Please submit your application until September 30th, 2026 using the application website.

Please note: For Sales Management students, a registration is sufficient. In any case, please use the application website and keep the deadline (September 30th, 2026).