In this edition of Fridays from the Frontline, we get a firsthand look at a Corporate Innovation Project (CIP) that students in the ESMT Berlin Master in Innovation and Entrepreneurship program completed this year. An ESMT Berlin student group has been working with Stiftung Schalker Markt in Gelsenkirchen, a city facing extreme economic hardship. It has the highest unemployment rate in Germany (14.8%) with nearly half of children at risk of poverty. One in six residents are over-indebted and they’re facing a strong political shift, with the right AfD leading the second vote (24.7%).
Although Schalke is the poorest district in Gelsenkirchen, it is also home to the unique Catholic church, St. Joseph. The church had been closed, but now, ESMT students have taken the opportunity to develop marketing strategies for new uses. The project aimed to reshape the image of the city, create economic opportunities, and reduce social tensions in Schalke.
Yifei (Fiona) Chen, ESMT Berlin MIE Class of 2025, was one of the students on this impactful CIP. She hails from Shanghai with a Bachelor of Arts from the Shanghai Institute of Technology and work experience at Universal Music Group, Oss Energie GmbH and Porsche. She also has project experience as a music event organizer for the FEVER Cpop Party in Berlin and served as Marketing Lead for TedxESMT Berlin in 2025. Below, she shares what drew her to ESMT Berlin, the impact of the CIP and more, highlighting how business tools—market research, strategy, and analytics—can address both social inequalities and political dynamics.
The Corporate Innovation Project at ESMT Berlin
By: Yifei (Fiona) Chen, ESMT Berlin MIE Class of 2025
Why ESMT Berlin
I’m passionate about building innovative projects in the international music industry, and Berlin, as one of Europe’s top music hubs, was the perfect place for me to explore that. Also, ESMT’s reputation for being student-centered and its focus on small, collaborative cohorts made me feel that the program would truly support my career development in a meaningful and hands-on way.
The CIP
As part of the MIE curriculum, I participated in the newly launched CIP program. While our upcoming exchange semester limited the selection of projects we could attend, this also opened up the chance to explore a unique assignment.
Our team collaborated with Stiftung Schalker Markt on the exciting transformation of St. Joseph’s Church in Gelsenkirchen. I was able to travel to Gelsenkirchen, which provided me with a valuable opportunity to explore the church and its surroundings firsthand and engage directly with local stakeholders.
Together with the other team members, Luciano Coppolino and Gaetano Adamo, I played an active role in shaping the concept and communication strategy for our final proposal, which envisioned the church as a multifunctional venue for events. The response from the foundation members Olivier Kruschinski and Prof. Dr. Karl-Werner Schulte was overwhelmingly positive—they highlighted the creativity and practicality of our ideas. Their feedback confirmed that we had created something meaningful and impactful.
What made this project especially meaningful for me was the opportunity to experience Gelsenkirchen firsthand. Exploring the city offered a powerful impression—not only of its challenges but also of its deep-rooted identity and remarkable resilience, shaped by its coal mining heritage and the enduring spirit of FC Schalke 04.
The collaboration between ESMT, our team, and Stiftung Schalker Markt was instrumental to the success of the project. During my visit to St. Joseph’s Church with the head of ESMT’s entrepreneurship hub Vali Berlin, Baris Efe, who was supporting us through the entire process, I was deeply inspired by the enthusiasm and dedication of Olivier and Prof. Schulte. Their thoughtful and constructive feedback throughout the project helped us refine our ideas and ensure they resonated with the local context.
I also greatly appreciated the mentorship provided during the CIP. While we initially had an abundance of ideas and research, our mentor guided us in clarifying the client’s needs, aligning our creativity with strategic goals, and crafting a focused, actionable proposal. This experience reinforced my belief in the power of innovation when it is collaborative, intentional, and grounded in the realities of a community.
