Knowledge

The student...

has advanced knowledge of the characteristics and applications of key technologies in sales and sales management processes, including predictive, generative, and agentic AI
has specialized insight into human-AI collaboration throughout the sales funnel, and into which sales tasks are suitable for automation, augmentation, or human execution
has in-depth knowledge of the organizational prerequisites for developing AI as a strategic capability, including data, competence, culture, governance, and leadership, as well as the distinction between point solutions and systemic changes in the sales organization
has advanced knowledge of the consequences of AI for the salesperson’s role, competence requirements, and salesperson well-being, grounded in research on technology use in sales organizations
has in-depth knowledge of the legal and ethical frameworks governing the use of technology in sales, including the General Data Protection Regulation (GDPR) and the EU Artificial Intelligence Act (AI Act)

Skills

The student...

can analyse the AI maturity of a sales organization and independently develop a well-founded strategy for transforming AI from a tool used in isolation into an organizational capability
can critically evaluate AI applications throughout the sales funnel and assess their effects on productivity, customer experience, and relationship quality
can analyse and design the interaction between humans and AI agents in sales processes, including assessing issues related to trust, responsibility, and control
can analyse and lead change processes related to technology adoption in sales organizations
can take a critical approach to research literature, industry reports, and vendor claims about AI in sales, and distinguish documented effects from expectations

General competence

The student...

can analyse academic, professional, and research-ethical issues related to the use of AI in sales, including privacy, transparency, accountability, and the influence exerted on customers and employees
can apply knowledge and skills to new areas and contribute to innovation and new ways of thinking in the use of technology by sales organizations
can communicate complex technological and organizational issues to specialists, decision-makers, and the general public
can collaborate across disciplines on AI-related transformation projects and make ethically justified decisions

Subject description ØAHM4003

Sales Analytics