From July 4 - 10, 2004, the Summer University of the Print Media Academy of Heidelberger Druckmaschinen AG (Heidelberg) opened its doors for the third time. Print and media managers from India, Saudi Arabia, Bahrain, Nigeria, Ecuador, Latvia, Estonia and the Ukraine attended the event in Heidelberg. The key subject was "How to convert technology into money?". The participants were impressed by the close integration of theoretical principles and practical application. In addition to new printing technologies and processes, the timetable also featured business case studies from the print and media industry. The "students" were also supported by the College of Media (Hochschule für Medien) in Stuttgart, the University of Wuppertal, Reutlingen European Business School, osb Organisationsberatung in Tübingen and experts from Heidelberg. Particular highlights of the event were the visits to three Heidelberg customers from the Rhine-Main area and a discussion session with Bernhard Schreier, CEO of Heidelberg. This focussed on the latest developments and trends in the sector. The next international management event to be held by the Print Media Academy, the Winter University, will take place in Florida in February 2005. The cooperation partner is the Print Media Academy in Atlanta, USA. The main topics will be technology, innovations and workflow.