Author: Peter Scholze
Images: Peter Scholze / ChatGPT-4o

In the summer semester 2024, students in class WGm23 of the Master's degree program in Health Care Management completed the module "Market-oriented Corporate Management and Business Model Transformation". This module adapts operational activities to the special market requirements in the healthcare sector and covers the development and transformation of corporate and business models as well as the phases of normative, strategic and operational marketing planning. Special emphasis was placed on the design of a market-oriented management and corporate culture as well as practical relevance through the close involvement of healthcare companies. The students were able to optimally prepare for their future management tasks by combining theoretical knowledge and practical application.

A central topic of the module was digitalization in the healthcare sector. The students analyzed the triggers of this development, such as economic pressure, legal initiatives and technological progress, as well as current developments in the B2B and B2P segments. They identified the potential of digitalization, including faster communication, more efficient administrative processes and improved treatment outcomes through the provision of patient data. From April 12 to 13, the students took part in the Hackathon for Health and Care in Weißwasser, where they worked in interdisciplinary teams to develop innovative solutions for current challenges in the healthcare sector and test their skills in a real-life context.

Through the combination of sound theory and practical application, the module "Market-oriented corporate management and business model

transformation" provides students with comprehensive preparation for management tasks in the healthcare sector. The practice-oriented training promotes the ability to adapt operational activities to market requirements and develop innovative business models. A particular focus is placed on the use of new digital technologies and close cooperation with practice partners. This practical approach helps students to develop into competent specialists who are in demand both locally and internationally.