Even before I began my studies it was obvious to me that I needed to conform to a few professional framework conditions, in order to bring the work into line with my Master’s course of study. Since I live in the canton of Zug, in 2021 I looked for a local firm with global reach, which supports students and has no problem in integrating them. By good fortune, at that very moment Roche Diagnostics International AG was advertising a fixed-term post. They were seeking a Change Manager for a global learning transformation project at the GCS KLS Roche Diagnostics Academy, under the management of Dr. Karen Birkmann. Since I can demonstrate experience and skills as a Change Manager, I applied for the post. In the interview I explained my plans and my situation; they understood straight away and I was hired.
My research focussed on the key question as to which elements and success factors of strategic marketing represent an opportunity or a challenge in relation to the commercialisation of digital learning modules in the distribution of medical devices. With the intention of answering this question, both were essential, an extensive literature research, as well as a collection of qualitative research data, in the form of interviews with experts from global GCS affiliates, the GCS Roche Diagnostics Academy and also from GCS DIA Service Business Development. During the course of data evaluation it became apparent that significant elements and success factors, inter alia within the innovative character of the learning module can in fact be seen. The fact that the digital learning modules can be offered to customers in a flexible and customizable manner makes them a unique selling proposition that has considerable advantages over other offerings. At the same time, however, it also emerged that development of sales and marketing of digital modules is still in its infancy. This becomes particularly evident in that the three major roles, consisting of sales, marketing, and content production, currently pay little or no attention to aspects such as individuality, acculturation and communication. There is a clear need for action in these areas; as an optimization would generate a positive impact on the sales and marketing of the digital learning modules.
On one hand I have considerably enlarged my level of knowledge in the ambit of the Roche Diagnostics Academy in several areas, such as digital learning or medical technology, which were completely new to me. Since my past professional experience is linked to financial services in the bank, automotive and IT sectors, in fact I have had to venture into and develop other exciting areas of expertise.
On the other hand I was given the opportunity to become familiar with the culture and organization of Roche DIA Global Customer Support. I met many incredibly talented, experienced professionals and have made friends through working on the master thesis. Thanks to the experts in Roche Diagnostics Academy for Digital Learning, Consulting and Commercialisation – Adam Horbett, Oliver Staub, Glen Tan – and the knowledgeable contribution from Frans van Gurp, Leader DIA Services Business Development, I was able to write a very good thesis. Many thanks to all these colleagues and to the affiliates involved!
The “daily business” in any company, with its huge pressures of cost and efficiency, offers little opportunity to concentrate on the investigation and opening up of new areas with the potential for innovation. This is why such theses are an excellent source for the company to collect new ideas or solutions and possibly integrate them into their development, implementation pipelines.
Before you decide on your thesis subject-matter, find employment with a company. As a first step, establish contact with various stakeholders. Try to find out which problem with relevance to the company needs to be solved. Give consideration to how your thesis could generate an added value. Discuss your thesis with your line managers and colleagues and with them decide on its theme. You will be dependent on their support. Do not forget to schedule in enough time for agreement between the university and the company. Research into an area that really interests you and in which you will want to continue your development after the thesis is completed. Do not wait around for months before finding the perfect topic; start this very week!
My interest lies in several areas, such as business strategy and development, marketing, agile frameworks, innovation or change management. In five years’ time I would like to be continuing to develop my skills and experience in these areas and to be making a lasting contribution to increasing the value of Roche.
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