Join us to explore how generative AI is shaping the future of business — and how you can be part of it.
Take advantage of a unique experience in Haarlem, NL in July 2025
With our AI in Business Summer School, SRH seizes the opportunity to lead the way in AI education and innovation. This programme, offered exclusively for our SRH Fernhochschule students, not only equips participants with in-demand AI expertise, but also supports SRH’s strategic focus on future-ready education that meets the evolving needs of the global market.
Summer School
Your benefits
- Gain future-ready AI skills to stand out in today’s competitive job market.
- Affordable and accessible – join us for a full week of learning and hands-on experience. Limited PROMOS scholarships from the German Academic Exchange Service (DAAD) available.
- International summer experience at our sister university SRH Haarlem in the Netherlands, with a focus on global business perspectives and networking.
- Practical insights and projects that directly prepare you for AI-driven careers in marketing, design, customer service, and beyond.
- Learn from a leader in innovation - benefit from SRH’s expertise in cutting-edge AI education and forward-thinking programmes.
- For Bachelor students: Earn ECTS for the module ‘Theory-Practice Transfer’ or the module ‘Business in English’. For Master students: Receive a certificate of attendance.
What’s Included in Our One-Week Summer School on Generative AI
Our Generative AI Summer School offers a dynamic mix of lectures, interactive workshops, and a hands-on final project, giving students a comprehensive understanding of how generative AI is transforming industries.
Participants will explore practical applications of AI in key areas such as marketing, design, and customer service, learning how to leverage innovative tools to enhance creativity, automate processes, and improve customer experiences.
By the end of the week, students will be equipped with the skills and insights needed to develop and implement AI-driven strategies across a wide range of industries, preparing them to become future-ready professionals in a rapidly evolving digital landscape.
After successfully completing the Summer School, Bachelor's students may earn either ECTS for the ‘Theory-Practice Transfer’ module or ECTS for the ‘Business in English’ module. Students need to check for themselves if one of these modules is part of their curriculum or not. Moreover, they need to ensure that one of the before mentioned modules is booked in CampusNet before attending the summer school. For all other cases, a certificate of attendance is provided.
Generative AI for Business Transformation
Sun, July 6th
Arrival in Haarlem, NL
Mon, July 7th
Introduction to Generative AI and Its Business
Implications
Accompanying programme: evening city tour around Haarlem
Tue, July 8th
Generative AI for Marketing and Sales
Accompanying programme: evening city tour around Amsterdam
Wed, July 9th
AI in Product Development and Design
Accompanying programme: evening at free disposal
Thu, July 10th
Generative AI in Operations and Customer Service
Accompanying programme: evening at the sea in Zandvoort
Fri, July 11th
Ethical Considerations and Long-Term Business
Strategy
Final Project:
Designed to wrap up all the knowledge and skills gained throughout the course into a comprehensive business strategy.
*Our programme is subject to change
Meet your guest lecturer
Béla is a business strategy and applied AI consultant, delivering tangible business results through strategic AI adoption and digital transformation. With 40 years of leadership experience, including launching two global business units at Cisco Systems, he brings practical expertise in leveraging generative AI for business value.
Béla specialises in helping organisations from start-ups to large enterprises implement AI solutions that drive efficiency, innovation and new revenue streams. In addition to his consulting work, he is a lecturer in Digital Transformation Management at SRH Haarlem University of Applied Sciences. His approach combines strategic vision with practical implementation, focusing on measurable business results through the thoughtful application of AI.
These are your course fees
Participation fee is 995€ excl. costs for travelling, accomodation, food, excursions and ChatGPT Plus licence for 1 month (20 usd).
This is how your funding works
A limited number of PROMOS scholarships from the German Academic Exchange Service DAAD are available to cover travel and accommodation costs up to €525.
Interested? Check out our application guidelines below.
This is how you can register
Registration for Summer School
Please send an email to international_office@srh-dlu.com using the subject “Summer School 2025”.
We will provide you with an official registration form and further information via e-mail.
Deadline for Registration is May 2nd, 2025.
Application for PROMOS scholarship
Submit your complete application documents in English via email to promos@srh-dlu.com by May 2nd, 2025.
- Curriculum Vitae in tabular form
- Current certificate of enrolment from SRH Fernhochschule
- Current overview of academic achievements
- Letter of motivation (approx. 1-2 pages) or motivation video
- Concrete description of the planned stay abroad (summer school, country, city, name of the institution, duration, relevance to studies)
- Proof of language proficiency
- Letter of recommendation from a professor or university lecturer at SRH DLU from the applicant's field of study
We will let you know by May 16th, 2025 if you have been awarded a PROMOS scholarship.
*If the minimum number of participants is not met by 26.05.2025, the university reserves the right to cancel the event. Participants are advised to plan their travel accordingly.
