This time in our series “Graduate of the Month”, we had the pleasure of speaking with Christoph Tlapak about his time studying with us and his professional experiences. Christoph Tlapak is now a successful agency manager at Der M-Effekt and began his journey in the Bachelor's programme in Marketing & Sales at CAMPUS 02 University of Applied Sciences.
Why did you choose the study programme at the Department of Marketing & Sales at CAMPUS 02 University of Applied Sciences back then?
Even as a teenager, I knew I wanted to do something creative – ideally something in the direction of "advertising". I initially tried studying German studies, but after a relatively short time, I realised that I needed something more concrete and, above all, more job-oriented. Through a recommendation, I then came to CAMPUS 02 University of Applied Sciences. Here, I found exactly the broad-based education with practical relevance that I had been looking for to start my career.
When you think back to your studies, what do you particularly fondly remember?
I particularly enjoy looking back on the wonderful time spent with my fellow students, the lecturers, and the engaging practical lectures from industry professionals. It was truly a fascinating, varied, and formative period, which concluded in an exciting way with my work experience abroad.
What experiences have you gained in your professional career, and how have they shaped you?
During my studies, I was able to gain initial professional experience through various summer jobs. However, what shaped me the most was starting my first job after graduation. At that time, I worked for a large consulting firm and had the opportunity to gain my first experience as a marketing assistant. It's almost hard to imagine today just how many new and important skills one learns at the beginning of their career.
After a short time abroad, I started working as a self-taught graphic designer at what was then a very small agency. I’m still working for this agency today. In hindsight, I find it incredibly fascinating, and it makes me smile at times, how certain detours and side paths still lead to the final goal. What seems like a zigzag from a distance suddenly becomes a straight line in one's career path. In my work as a graphic designer, I was able to apply the marketing knowledge I had learned on a daily basis. As the agency slowly began to grow, I grew with it. I was able to take on increasingly new and complex tasks, and gradually more responsibility. Starting with project management, then building and developing the website department, I eventually ended up in agency management.
Of course, there were many formative moments for me along the way. Ultimately, the key learnings can always be traced back to the right mindset. It's always important to acquire new skills and develop professionally, but at the end of the day, the biggest leaps in development are only achieved through the right mindset. Positive thinking, focusing on the task, avoiding sensitivities, open communication, and much more. Many things only become possible when you dare to think without limits.
To what extent did your studies support you in pursuing this career path?
Even though I wasn’t initially aware of it as a graphic designer, I was able to apply the knowledge and experiences from my studies very often in my profession. This became apparent over time in advising clients and also in the conception of websites. Without an understanding of the key mechanisms in marketing, my career path would not have been possible.
To what extent have the roles and competencies within advertising agencies changed to meet the demands of an increasingly digitalised and technology-driven marketing landscape?
As in many other disciplines, the tasks within an advertising agency are becoming increasingly complex. In the past, there was often just one person responsible for marketing within a company. Nowadays, effective marketing requires a whole team of various experts. A good example of this is our website development: around eight years ago, two of us could manage a website project, but today, 5 to 6 people work on such a project. This involves handling many different areas today, such as conception, copywriting, web design, programming, and SEO.
A second important point is undoubtedly the pace of change. The best example of this is, of course, AI. One must always stay up to date, continually experimenting with and integrating new technologies.
Where do you see the future challenges for Marketing & Sales? Which topics should be particularly emphasised in education?
Due to the rapid pace of today's technology, the half-life of what is learned is decreasing ever more quickly. Therefore, I believe three things are essential:
- A perspective and understanding of the bigger picture: It is important to understand the strategies and mechanisms behind the actions.
- The mindset: Think positively, act solution-oriented, maintain focus.
- The ability to learn new things and to independently acquire and reflect on knowledge.
I advise students to…
...gain as much practical experience as possible. Ideally, this should be in the relevant industry. As we know, job interviews without much practical experience can be quite challenging. Practical experience allows you to apply what you’ve learned directly and gather many valuable insights. Additionally, I would encourage students to stay engaged and remain attentive even with topics that personally appeal to them less. You can often make more of it than you sometimes realise?.
Always remain critical and reflective. Continuously ask yourselves: Is what I’ve just heard correct? Are there perhaps other opinions on this? What would my own approach to a solution be?
A few words with Christoph:
- From my time at university, I still have...
...my suit from the graduation ceremony, which no longer fits.
- Who inspired you?
...A young, energetic graphic designer from a well-known agency. She gave a talk at the university about her daily life and shared insights about her agency. And a very interesting gentleman, also a speaker, who created the well-known slogan “Yes, of course!”
- If I were to study again, I would...
...like to pay closer attention to certain things.
My studies in 4 words:
...It was an amazing time.