At a time when universities and their faculty are grappling with the disruptive impact of artificial intelligence, one course is embracing the technology head-on. In the M.S. in Sales Management program, students enrolled in "AI in Sales Management"—a new course taught by adjunct faculty member Fanis Aritzis—are not only encouraged to use AI tools like ChatGPT but are also expected to integrate them into their coursework and professional practice.
Designed to bridge the gap between AI advancements and sales strategy, the course provides students with essential knowledge and hands-on experience to leverage AI in sales practices, account planning, and new business opportunity identification. Aritzis, a research-practitioner with an extensive corporate background, brings both academic expertise and real-world insight to the classroom. Currently completing his PhD in artificial intelligence and consumer psychology at the European International University Paris, he also holds an MBA from European University Cyprus, as well as postgraduate degrees from the University of Piraeus, the Athens University of Economics and Business, and the National and Kapodistrian University of Athens. His 17-year corporate career includes launching IQOS for PAPASTRATOS-PMI in Greece and rebranding telecom provider WIND to NOVA for United Group Southeast Europe. He also serves as an AI Tutor & Product Reviewer for companies such as OpenAI.
The idea for the course emerged from Aritzis’s recognition of a critical gap in the market. Sales professionals increasingly need personalized training on how to harness AI effectively, and the graduate students in the Sales Management program are no exception. After discussing his proposal with program director Dr. Damianos Giannakis, who immediately saw the potential, the course was developed to provide a forward-thinking, applied approach to AI in sales.
Aritzis’s pedagogical approach is designed to accommodate diverse learning styles. “I want to ensure an inclusive learning experience in my class,” he explains. To that end, the course incorporates a mix of instructional methods, from interactive classroom discussions and written assignments to group projects and hands-on technical applications. He even has students use AI to generate code—something most had never done before. At least 30% of the course is dedicated to hands-on activities, ensuring that students don’t just learn about AI but actively apply it.
Each module pairs theoretical concepts with practical case studies and exercises. In the module on AI-driven sales analytics, students analyze real-world sales data, learning to extract actionable insights and apply AI tools to identify growth opportunities. Other projects include analyzing customer feedback using natural language processing, generating personalized sales recommendations based on customer data, and even designing a chatbot for sales support. The design of the course, as Dr. Giannakis points, reflects the spirit of the University’s business programs overall, a place “where academic meets, integrates and interacts with innovative business practices.”
Beyond technical proficiency, Aritzis emphasizes an entrepreneurial mindset. He encourages students to use their AI skills not merely to complete coursework or impress an instructor, but to advance their careers and develop new business ideas. By the end of the course, students are equipped with AI skills they can immediately apply to their sales roles, making them more competitive and innovative in the rapidly evolving business landscape.
As Aritzis notes, “AI is more than just a tool—it’s a mindset. Sales professionals who embrace it effectively gain not only a competitive edge but also a personal coach, guiding them through strategic decisions and career growth in an ever-evolving industry.”
With its hands-on focus, real-world applications, and future-oriented curriculum, "AI in Sales Management" is a game-changer for sales professionals looking to integrate AI into their work. Thanks to Aritzis’s forward-thinking vision, students are not just preparing for the future of sales—they’re shaping it.