This presentation deals with the so-called "unleashed university", a well-known but also controversial concept in higher education in Germany. It is controversial because as some critics are concerned that academic freedom could be sacrificed at the cost of business considerations and economic rationality. The author will present the main points of this concept. Of course, one can argue that a vocational school is just a school (working in the secondary sector) and not an university (which is located in the academic landscape, the so-called tertiary sector). However, the author is convinced that, if one does unleash a vocational school, it ca n surpass itself. The author will break down the concept of "unleashed university" into an "unleashed vocational school". It is clearly more than just a metaphor. He will show that an unleashed vocational school can, much like an university, be scientific and distinguished, competitive and profitable, international and open-minded about new media. However, and in contrast to an university (and this is the big discrepancy), a vocational school virtually does not have to be autonomous or a stand-alone entity; it merely requires a worldwide network of strong partners to have success. Apt partners can be found in a professional organisation, selected stakeholders in institutions and business, alumni, media etc.). Furthermore, a vocational school has to be customer-oriented - but who are its customers anyway? And what is the added value to customers? Using the example of the Euro-Schulen Trier, a small and straightforward vocational school in the South West of Germany where Health Informa tion Managers are trained since 2000, the author will outline what measures were taken in the past to cultivate a competitive profile and why they had to be taken. He will deal with the role of communication and marketing. In addition, which future measures to be taken to make the institution sustainable whilst also making graduates employable will be treated. This is not less than a paradigm shift, associated with both the challenges of education policy and the demographic shift in Germany.