Kick-Off International Business School – Management Case Studies

On September 22, master students of Digital Management (M.A.) at Hochschule Fresenius Berlin started working on their management case study projects with corporate partners HYGH and Accenture.

Swiss ad-tech company HYGH has been an active player on the German advertising market since the beginning of 2020 and is currently working on a platform for optimizing traditional out of home marketing. At the case study kick-off event, the company was presented by its sales director Marijo Sarac.

Jan Lengfeld, Innovation Lead Health & Public Services, represented the consulting firm Accenture. He was accompanied by Clara Radunsky, consultant on the Vienna innovation team, who attended via video call.

BUSINESS PRACTICE

At Hochschule Fresenius, master students of Digital Management (M.A.) become consultants for one semester, working in teams on a real and current case from business practice. Until January, student teams will work independently on their cases, coordinate their work with their corporate contacts, conduct interviews and external analyses, and finally bring everything together in a solution concept.

This semester’s projects focus on vertical market and competition analyses, the analysis of existing business models and the transfer into new digital business concepts, innovation culture, and transformation programs.

INSIGHTS

“The insights students gained from the presentations and discussions with Marijo Sarac and Jan Lengfeld were very authentic and clear in what the corporate partners expect from the teams and projects outcomes. From now on, teams will start their structure and project work as independent consultants,” says Prof. Dr. Christian Lengfeld, Professor of Management and International Management, who is supervising the projects on a weekly basis.