New Bachelor's Degree in Business Psychology* at Kufstein Uni

According to popular belief, humans are playing an increasingly smaller role in an ever more digitized world. But this assumption falls short: Despite the advance of digitization and automation, humans remain at the heart of economic processes. “Companies are recognizing that transformations and change processes can only be implemented sustainably and successfully if the behavior and needs of employees, customers and managers are fully understood,” explains Prof. (FH) Dr. Mario Situm, Director of Studies of the new Business Psychology bachelor's program* at the University of Applied Sciences Kufstein Tirol.

THE CONNECTION BETWEEN ECONOMICS AND PSYCHOLOGY IN PRACTICE

The degree program combines business fundamentals with psychological expertise. Students acquire sound business knowledge and at the same time learn to analyze and understand human behavior. Particular emphasis is placed on the specialist areas of industrial and organizational psychology, consumer psychology, neuromarketing and behavioral psychology. “These areas are crucial to understanding the dynamics in companies and markets and enable students to proactively meet future challenges in the areas of human resources, marketing and change management,” says Situm.

The degree program places a strong emphasis on combining theory and practice. A mandatory semester abroad at one of the 225 partner universities of the Kufstein University worldwide offers international experience, and experts from business and science provide realistic perspectives. “Students acquire practical knowledge in neuroscientific techniques such as fMRI, EEG and eye tracking to analyze consumer behavior and develop effective marketing strategies,” emphasizes Situm. Functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) are used to measure brain activity. Eye tracking follows eye movements and thus provides insights into attention patterns and decision-making processes. The ethical assessment of these techniques and their responsible application are also an integral part of the curriculum. In practical projects, students also work on real-life problems in collaboration with companies.

CAREER PROSPECTS FOR GRADUATES

The career prospects for graduates of the Bachelor's degree program in Business Psychology are diverse. As occupational psychologists, for example, they can help to improve working conditions, promote motivation and increase well-being in the workplace. In change management, they support organizations in successfully shaping change processes and adapting the corporate culture.

Other fields of activity include human resource management and aptitude diagnostics, where they play a central role in the selection of suitable employees and the development of training and development programs. In the field of marketing and market research, there are tasks for analysts who research consumer behavior and optimize marketing strategies. Thanks to their interdisciplinary skills, graduates are also qualified to lead teams as coaches or managers and to support companies through complex change processes. Consumer psychology also offers a wide range of opportunities to analyze consumer behavior and develop innovative products and services based on this.

*Start subject to approval by AQ Austria

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