Status: This programme took place in July 2025.
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The Summer School 2005 in a nutshell
In July 2025, SRH Fernhochschule organized for the 1st time the Summer School on AI in Business Transformation which was hosted by SRH Haarlem University of Applied Sciences in Haarlem, Netherlands.
This exclusive programme for SRH Fernhochschule students explored how generative AI is reshaping the future of business. Through lectures, workshops, and hands-on projects, participants gained valuable skills to prepare for AI-driven careers.
Check out the Summer School 2025 in Haarlem here:
Benefits of the Summer School 2025:
What Students Experienced
What was Included in the One-Week Summer School on Generative AI?
The generative AI Summer School offered 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 explored 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 were equipped with the skills and insights needed to develop and implement AI-driven strategies across a wide range of industries. With their future-oriented expertise, they are now well equipped for a rapidly evolving digital world.
After successful completion of the Summer School, students earned either ECTS or a certificate of attendance.
Where did the Summer School take place?
The Summer School was hosted by our sister university SRH Haarlem in the Netherlands at their spectacular campus (yes, it really used to be a prison).
Programme Highlights (2025)
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
Profile of Guest Lecturer
Who Led the Summer School?
Béla P. Sándor 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.
