Barbara Dannenmann

Prof. Barbara Dannenmann is a Professor of Business Administration (BWL) at HNU - Neu-Ulm University of Applied Sciences, specializing in sales with a focus on negotiation training using AI and VR technologies. A native Swabian, she returned to HNU after over seven years in industry roles, including international sustainability work and sales management in a Swiss company. Her research includes the award-winning 'Beat the Bot' negotiation training program, combining virtual reality and artificial intelligence. She completed her PhD at the University of Potsdam on AI-driven negotiation systems.

Education:

• Studies in Economics at the University of Hohenheim
• Master of Advanced Management (non-consecutive) at HNU
• Doctorate at the University of Potsdam (on AI/VR negotiation systems)

Her teaching emphasizes practical sales training, including VR-based negotiation simulations and real-world problem-solving for regional companies. Current projects include developing a natural language-based negotiation configurator. She advocates for 'future-critical skills' in education, as highlighted in her recent reading of Futureskills: 30 Future-Critical Skills and How We Can Learn Them.

Outside academia, she enjoys exploring the world with her children and prioritizes family life, balancing Swabian roots with global experiences. She is passionate about equipping students with tools to succeed in modern sales environments through innovative, technology-driven methods.