AI, ERP and Values: Two Professorships, One Vision

30.01.2026
General

Prof. (FH) Dr. Thomas Madritsch, Managing Director of FH Kufstein Tirol, Prof. (FH) Mag. Uta Fessler-Purkathofer, MBA, University Lecturer for Digital Marketing, Prof. (FH) Dr. Nico Deistler, Professor (FH) for ERP Technologies, and Rector Prof. (FH) PD Dr. Mario Döller at the ceremonial presentation of the professorship certificates (f.l.t.r.).

Prof. (FH) Dr. Thomas Madritsch, Managing Director of FH Kufstein Tirol, Prof. (FH) Mag. Uta Fessler-Purkathofer, MBA, University Lecturer for Digital Marketing, Prof. (FH) Dr. Nico Deistler, Professor (FH) for ERP Technologies, and Rector Prof. (FH) PD Dr. Mario Döller at the ceremonial presentation of the professorship certificates.

With the ceremonial awarding of two professorial titles, the University of Applied Sciences Kufstein Tirol honored not only outstanding academic achievements, but also two individuals who combine practice, research, and teaching in a special way.

Prof. (FH) Mag. Uta Fessler-Purkathofer, MBA, university lecturer for Digital Marketing, and Prof. (FH) Dr. Nico Deistler, professor (FH) for ERP technologies, provided insights into the latest issues surrounding artificial intelligence, corporate management, and value-based marketing in their inaugural lectures.

FROM PRACTICE TO RESEARCH – AND BACK AGAIN

In her opening lecture, From Practice to Research, Prof. (FH) Mag. Uta Fessler-Purkathofer, MBA, addressed the question of how professional experience can be translated into scientific findings - and where the challenges lie in doing so.

Based on her own career, she reflected on the shift in perspective from practice to research. Intuition and immediate applicability are essential in everyday business life, whereas science requires distance, abstraction, and patience: “Going to the meta level and generalizing - that was one of the biggest challenges for me,” said Fessler-Purkathofer.

Authenticity is the key to success.

Prof. (FH) Mag. Uta Fessler-Purkathofer, MBA

Professor of Digital Marketing

The lecture focused on two main areas of research: Firstly, generative AI in marketing, with the key question being what skills the next generation of marketing experts will need. In addition to technical know-how, the focus was primarily on soft skills: strong communication skills, empathy, creativity, and lifelong learning.

She also presented recent studies on value-based marketing and femvertising. The results show that such campaigns can have a positive effect on brand perception and willingness to pay - but only if they are credible: “Authenticity is the key to success,” emphasized Fessler-Purkathofer.

ABOUT THE PERSON: PROF. (FH) MAG. UTA FESSLER-PURKATHOFER, MBA

Uta Fessler-Purkathofer was born in Innsbruck. She studied interpreting and translation at the Leopold Franzens University in Innsbruck and completed an MBA at the University of North Carolina in Charlotte (USA).

Her research interests lie particularly in the areas of digital marketing, AI in marketing, value-based marketing, and femvertising. She combines many years of practical experience with scientific research and teaching.

WHEN ERP SYSTEMS BECOME INDEPENDENT

In his opening lecture, ERP Systems in the Age of AI: How Autonomous Processes Are Changing Corporate Management, Nico Deistler traced the development from the beginnings of classic ERP systems to AI-supported, self-controlling value-added processes.

For a long time, ERP systems were primarily transactional and rule-based - ultimately, decisions were always made by humans. Artificial intelligence is fundamentally changing this principle:

“AI no longer asks: What happened? Instead, it asks: What should we do now?”, said Deistler in his lecture. Using practical examples, he showed how AI recognizes patterns in large amounts of data, suggests decision options, and even autonomously adapts processes - for example, in the event of production downtime or in resource planning.

THE INDIVIDUAL BECOMES A DECISION MAKER AND CRISIS MANAGER.

Prof. (FH) Dr. Nico Deistler

Professor (FH) for ERP Technologies

At the same time, he made it clear that autonomy does not mean a loss of control: “The individual becomes a decision maker and crisis manager,” emphasized Deistler, pointing to the importance of clear guidelines, responsibility, and regulation - especially in the European context.

ABOUT THE PERSON: PROF. (FH) DR. NICO DEISTLER

Nico Deistler was born in Groß-Gerau in 1988. He studied business informatics at Worms University of Applied Sciences (bachelor's and master's degrees) and received his doctorate in 2023 from TU Bergakademie Freiberg with a focus on IT compliance.

His research and teaching focus on ERP systems, IT governance, and compliance. In addition to his professorship, he also works in management consulting.

TWO PERSPECTIVES, ONE OVERALL GOAL

Whether autonomous ERP systems or value-oriented marketing strategies: both inaugural lectures made it clear that technological innovation and social responsibility are inextricably linked.

With these two professors, the University of Applied Sciences Kufstein Tirol not only gains professional expertise, but also two strong voices for future-oriented, reflective university teaching.

After the two lectures, Rector Prof. (FH) PD Dr. Mario Döller and Prof. (FH) Dr. Thomas Madritsch, Managing Director of the University of Applied Sciences Kufstein Tirol, ceremoniously presented the professors with their certificates. In his laudatory speech, the rector emphasized the outstanding achievements and commitment of both professors to teaching and research at the University of Applied Sciences Kufstein Tirol.