From GenAI to Digital Twins: MDBM Students Explore Accenture’s Munich Innovation Hub
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Munich, 15 April 2025 — Students from the Master in Digital Business Management (MDBM) program at Pforzheim University were among the first to get a behind-the-scenes look at Accenture’s new Gen AI Studio in the Munich Innovation Hub—a cutting-edge environment where next-generation technology and business innovation converge.
The visit began with a welcome and introduction from Simone Rehn (Digital Marketing Strategy Senior Manager), Jana Volz (Marketing Transformation Senior Manager), and Marie Enzberger (Innovation Strategist). The hosts provided an overview of Accenture’s global reach and the Munich Innovation Hub’s mission to fuel digital transformation through generative AI and deep industry collaboration. Their introduction emphasized the hub’s unique role as a convergence point for pioneering technology, co-innovation, and a powerful multinational partner ecosystem.
A guided tour through the Innovation Hub followed, offering students an immersive experience in various labs and collaboration spaces. The highlight was hands-on demonstrations of four real-world digital use cases. The group met the AI “CEO” of A-Car, explored an AI-based product configurator, and learned how computer vision powers quality control in automotive manufacturing. Another engaging station was the “AI Motivator”, which generated personalized text-to-speech encouragements for participants using their photos. The Digital Engineering and Manufacturing section showcased innovations like digital twins, asset administration over connected production lines, robotics, and integrated AI applications.
After a short break, the group activity challenged students to develop a Business Model Canvas for generative AI. Divided into three teams, the students synthesized their experience from the hub tour, identifying key value propositions, customer segments, and revenue streams for GenAI-based businesses. Each group had the opportunity to present concise elevator pitches, substantiating their ideas with insights from Accenture’s demonstrations.
The event wrapped up with closing remarks and an open Q&A session, allowing students to reflect on their learning and discuss digital career pathways in B2B consulting and technology transformation.
This excursion directly supported MDBM courses such as Digital Business Models (exploration of GenAI-driven value creation), Dive in Technologies (hands-on applications with AI, automation, and robotics), Digital Management and Agile Project Management (design thinking and interdisciplinary teamwork), and Data Analytics (AI for customization). Translating innovation into concrete business models is a core MDBM competency, and this visit bridged theory with state-of-the-art practice.
The visit to Accenture’s Innovation Hub left MDBM students truly energized and inspired. Gaining direct exposure to cutting-edge GenAI solutions, tangible industry challenges, and transformative innovation, they experienced the real pulse of digital business. With its visionary environment and openness to young talent, Accenture stands out as an ideal springboard for student positions, and to launch an impactful career at the forefront of digital transformation.
Exploring Digital Transformation and AI in Telecom: MDBM Students Visit Nokia Germany
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The visit opened with Andrea Oschgan and Detlev Otto outlining Nokia Germany's pivotal role as an R&D powerhouse, employing approximately 2,800 staff and driving advancements in fiber, IoT, and mobile infrastructure. They highlighted Nokia’s national leadership in 5G technology and their groundbreaking work with the 6G-ANNA research project—setting the stage for the next era of connectivity. The speakers noted Nokia’s strategic focus: delivering solutions for Industry 4.0, enabling sales and services, and partnering with industry, government, and science.
In the Digital Creativity Lab, Fabian Schlage, Karin Urbatsch and Annette Wolter guided students through live demonstrations that showcased how Nokia’s cutting-edge platforms—like the Nokia DAC—are optimizing enterprise digitalization. These demos explored the progression from established 5G deployments to current 5G Advanced solutions, which feature AI-driven network automation and efficiency. The team emphasized how AI/ML-enhanced networking is forming the backbone for future 6G capabilities, where AI is natively integrated to unlock new applications and services for industry.
The program continued with Wencke Kemper facilitating an interactive case study on technology adoption and digital transformation within Nokia. Students analyzed a real-world scenario where Nokia aims to harmonize global HR processes by replacing multiple legacy systems with a single digital platform for its 78,000 employees across 113 countries. Key topics included managing large-scale system integration, navigating country-specific challenges, overcoming employee resistance to change, and building effective transformation strategies.
Dr. Borislava Gajic’s talk delved deeper into AI/ML’s growing role in telecom. She illustrated how today’s networks—transitioning from 5G to 5G Advanced—leverage AI for energy savings, rapid network management, and resource optimization. The discussion then looked ahead to 6G, where AI will be an intrinsic part of the network environment, driving autonomous operations and radically new digital services.
The event concluded with Andrea Oschgan presenting Nokia’s wide-ranging career opportunities, emphasizing dynamic roles in a B2B context and highlighting Nokia’s commitment to diversity and innovative talent.
MDBM Students in a workshop with NokiaThe visit mapped directly to essential MDBM courses: Digital Business Models (telecom evolution and strategy), IT Management (development and deployment of private networks and IoT), Change Management and Leadership (change strategies in HR digitalization), and Data Analytics and Artificial Intelligence (AI/ML-driven telecom solutions). These intersections deepen students’ ability to manage transformative projects and evaluate digital solutions in complex, global contexts.
This excursion left MDBM students not only informed but truly inspired—directly experiencing how Nokia is at the forefront of redefining digital infrastructure, evolving from today’s robust 5G networks to the dazzling possibilities of AI-powered 6G. The depth of insights and real-world exposure made it clear: Nokia isn’t just a technology leader, but an exceptional partner for student positions, and launching a bold, future-ready career in digital business.
Philip Morris: Business Transformation and Data-Driven Customer Experience
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Munich, 13 May 2025 — In the afternoon, students from the Master in Digital Business Management (MDBM) at Pforzheim University visited Philip Morris Germany to gain firsthand insights into business transformation, data-driven strategy, and the challenges of managing digital customer experiences in a global company.
The visit opened with a welcome from Mischa-Alexander Knief, Head of Brand & Activation, who shared how Philip Morris is evolving from its traditional industry background to a technology- and innovation-focused organization. He highlighted how adapting business models and incorporating digital products play a central role in the company’s ongoing transformation.
Lorenzo Gatti and Daniel Portych from the Customer Experience (CX) team explained the importance of data analytics and market research in the development of modern customer experiences. They demonstrated how performance data, advanced segmentation, and continuous consumer feedback drive product strategy and targeted engagement for new digital solutions.
The afternoon’s highlight was an interactive case: students worked in small groups to develop strategies to promote a recently launched digital product, defining mechanics to increase adoption and foster positive word of mouth. This collaborative challenge created an energetic, hands-on environment.
The session concluded with Markus Schöngassner, Director Finance Germany & Austria, offering insights into the financial and organizational aspects of large-scale transformation. He illustrated how finance, digital innovation, and new thinking intersect as Philip Morris evolves in a complex business environment.
Debora Kimmich from Talent Acquisition wrapped up by presenting career entry and growth pathways at Philip Morris Germany, connecting theory with practical opportunities for MDBM students.
The visit demonstrated strong links to the MDBM curriculum. The company’s overarching transformation process closely reflects the content of “Change Management and Digital Leadership”, where students study organizational change, the development of new business models, and adaptation to digital disruption. The in-depth use of data, analytics, and customer segmentation aligns with courses like “Data Analytics” as well as “Data Science with Python,” showing how these tools are used for decision making and customer value creation. The interactive group exercise mirrors the collaborative, problem-solving focus of “Development of Digital Business Models & Products”—emphasizing rapid prototyping and teamwork.
In summary, the afternoon at Philip Morris Germany offered MDBM students a practical and interactive experience at the intersection of business transformation, digital product management, and advanced analytics. The event provided valuable connections to their curriculum, making Philip Morris a relevant and great option for future projects and digitally minded career paths.
it@M: How Munich’s IT Department Champions Digitalization & AI for Public Value
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Munich, 13 May 2025 — Fourteen international students from the Master in Digital Business Management (MDBM) at Pforzheim University visited the City of Munich’s IT department, it@M, to explore cutting-edge approaches in public sector digitalization and artificial intelligence.
The morning began with a welcome and introduction by Dr. Mark Menzel, who presented the size and scope of it@M—Munich’s professional IT backbone. He emphasized how it@M modernizes city administration, streamlining citizen services and optimizing workflows. Dr. Menzel highlighted the central mission: putting people’s needs first, building stakeholder-centered solutions, and fostering a culture of continuous improvement. The English-speaking group appreciated insights into the professional routines and expectations of a major municipal IT hub.
Next, Dr. Nina Böhm outlined Munich’s Digitalization Strategy. She described the city’s vision for a vibrant, equitable, and sustainable urban community shaped by digital innovation. Dr. Böhm detailed Munich’s approach to balancing technology with public interest, ensuring digital tools serve all citizens. She shared examples such as improved user interfaces for online services and projects promoting digital inclusion, anchoring their efforts in making city life easier, more accessible, and future-ready for everyone.
The third agenda block featured Leon Lukas, who introduced the AI focus and the InnovationLab. He explained how the newly established KI Competence Center (KICC) guides the smart use of artificial intelligence in the city administration. Lukas presented the internal AI chatbot, MUCGPT, which empowers employees to access information swiftly and automate routine tasks. He described ongoing use cases like the inspira_BIB media recommendation engine for public libraries and AI-powered searches to enhance digital citizen services. The InnovationLab, he noted, is a creative space where prototypes are built and piloted with end-users, while transparency and responsible governance are maintained via system cards for each AI initiative.
Finally, Viktoria Rau led a guided tour through the it@M facilities, offering a look at collaborative workspaces and digital infrastructure supporting the city’s transformation.
The visit to it@M provided a vivid, practice-oriented connection to the core curriculum of the MDBM program. For example, the strategic approach to digitalization and IT management closely aligns with the content of “Digital Management” and “IT Management,” illustrating how digital infrastructures are planned and implemented for citywide transformation. The city’s development and launch of AI-powered services, such as MUCGPT, mirror the principles taught in “Development of Digital Business Models & Products,” as students see how innovative digital tools are designed and iteratively improved in real-world applications. The emphasis on transparent, stakeholder-centered, and agile working methods directly reflects the methodology found in “Agile Project and Process Management.” These close links between the visit and the curriculum underline the practical relevance and future-readiness of the MDBM program’s learning objectives.
Understanding how Munich operationalizes digital and AI transformation prepares MDBM students to lead and advise on technology-driven change in both public and private sectors. The it@M visit demonstrated best practices in digital government for a diverse, international student group, and revealed how cities are dynamic partners for theses, research, and future digital leadership careers. Overall, the it@M visit provided practical insights into how a leading city translates digital ambitions into everyday impacts.
BSH: Circular Economy, Agile Projects & Career Insights
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Munich, 12 May 2024 — Master in Digital Business Management (MDBM) students from Pforzheim University explored transformative trends in the home appliance industry during their visit to the BSH Hausgeräte Headquarters, engaging with innovative business models and career opportunities.
The afternoon commenced with a welcome at the A-Building, hosted by Thanh Nguyen Van. The session set the stage for a comprehensive overview of BSH’s philosophy and the international career pathways available within the company.
Sabrina Hantschel followed with insights into global employer branding strategies, touching on sustainability challenges in the world and BSH's commitment to research and development, allocating 5.5% of their budget to this essential area. Sabrina invited students to approach job applications with curiosity and sincere interest, noting that AI tools may play a role in HR but do not replace the value of personal engagement. She also clarified that while German language skills can be helpful, they are not mandatory in all departments—underlining BSH’s inclusive and international mindset.
The session continued with Jan Werner introducing "Blue Movement", an innovative circular business model that positions BSH at the forefront of sustainable consumer practices. This initiative enables customers to lease home appliances as a service for a monthly fee, promoting sustainability by refurbishing and recycling products to reduce waste by up to 80%. Jan discussed how this model shifts consumer behavior from ownership to subscription, emphasizing reliability and transparency while also aligning with BSH's broader mission of environmental responsibility.
In the latter part of the visit, Thanh Nguyen Van returned to discuss agile project management within the organization. He highlighted ways to enhance agile practices through customized hybrid approaches designed around customer needs and current organizational frameworks. Participants learned about practical tools that facilitate agile project execution and the significance of understanding the IT landscape in developing effective strategies. He also emphasized the convergence of agile methodologies with data science, highlighting how cross-functional teams can achieve innovation by transcending traditional silos.
The visit culminated in a product roadshow that invited students to contemplate how their data science, AI, and management skills could contribute to future projects at BSH, effectively merging academic learning with industry applications.
MDBM Curriculum Connection: The BSH visit directly connected to essential MDBM modules. The discussion around the Blue Movement enriched students’ understanding from Digital Business Models as well as Sustainability and Interdisciplinarity in a Digital World, demonstrating real-world applications of circular economy strategies. Additionally, the insights into project management resonated with elements from the Agile Project & Process Management course, reinforcing modern practices in managing digital transformations.
For MDBM students, the experience at BSH bridged theoretical insights and practical applications, showcasing BSH’s dedication to sustainability, workforce development, and innovation in the digital age. We would like to thank Dr. Sophie Quach (Digital Skills, BSH Home Appliances Group) for connecting us with the inspiring BSH team and making this visit possible.
