Degree program in Business Psychology*: Opportunities, Skills and Career

The increasing digitalisation is changing companies, but social skills such as conflict management and mediation remain indispensable. The Business Psychology degree program* integrates both worlds: digital content and interpersonal skills. In the second part of the interview, Director of Studies Prof. (FH) Dr. Mario Situm talks about how students learn forward-looking skills and the wide range of career opportunities that arise from them.

How is the increasing digitalisation and automation integrated into the curriculum to prepare students for the modern world of work?

Prof. (FH) Dr. Mario Situm: The increasing digitalisation and automation are comprehensively integrated into the curriculum of the Business Psychology* degree program at the Kufstein University of Applied Sciences. In various modules, students learn how digital technologies and automation influence the world of work and marketing. In the specialisation in industrial psychology, they deal intensively with the digitalisation of the world of work and understand how digital transformations and new work models can be designed in a people-centred way.

The Psychology of Advertising & Media module covers digital marketing. Here, students learn how digital advertising and online marketing are changing the way consumers are addressed and which psychological principles play a role in this. The module also addresses how new technologies such as artificial intelligence are being used in the world of work to ensure students are fully prepared for the challenges of the future.

How can students practise their social skills, such as conflict management and mediation, in a practical way?

Situm: During the degree program, there are numerous opportunities to learn and practice social skills such as conflict management and mediation in a practical way. From the third semester onwards, students complete courses in which they deal intensively with communication models, conflict theories and mediation techniques. In practical exercises and case studies, they learn to analyze conflict situations and resolve them using various negotiation and de-escalation methods.

In addition, the mandatory semester abroad in the fifth semester offers an important opportunity to develop social skills. Students apply their skills in intercultural environments and develop their skills in international communication and conflict resolution by interacting with people from other cultures. In addition, real-life problems are addressed in collaboration with companies in practical projects. Particular emphasis is placed on teamwork and the application of social skills in the context of organizational development and change management. Here, students have the opportunity to apply what they have learned directly in practice and to strengthen their skills in conflict management and team leadership through group work.

What career opportunities are there for graduates?

Situm: The career opportunities for graduates are diverse and future-proof. In view of the shortage of skilled workers, particularly in the areas of human resource management, organizational development and market research, business psychologists are increasingly in demand. Graduates can work as occupational psychologists in companies and contribute to improving working conditions, promoting employee motivation and increasing well-being in the workplace. In the area of change management, they support organizations in successfully managing change processes and adapting corporate cultures.

Other fields of activity include human resource management and aptitude diagnostics, where they play a central role in the selection of suitable employees and in the development of training and development programs. In the field of marketing and market research, exciting tasks are available as analysts who research consumer behavior and optimize marketing strategies. Thanks to their interdisciplinary skills, graduates can also work as coaches and managers, leading teams and providing organizational consulting to help companies through complex changes. In addition, consumer psychology offers many opportunities to analyze consumer behavior and develop innovative products and services based on these insights.

Are there any planned collaborations with companies or research projects?

Situm: It places a high value on practical content, and cooperation with companies plays a central role in this. External lecturers from the business world bring current insights from practice into the courses and offer students not only valuable specialist knowledge but also valuable networking opportunities.

This close collaboration with experts from the field strengthens the direct link to real economic challenges.

One highlight is the mandatory internship in the sixth semester, which students complete at partner companies. The University of Applied Sciences Kufstein maintains close ties with numerous companies, with which it also cooperates in research projects and contract research. These collaborations enable students to gain practical experience during their degree program and to position themselves in entrepreneurial networks at an early stage.

*Start subject to approval by AQ Austria

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