Sometimes people start out in marketing, but whether through opportunity or requirement, they are driven into another role.
This is when we can be of most use in assisting a student to, once again, embark on a marketing path; Dominik Elmiger is one such individual. He kindly agreed to discuss his career choices with us.
HI DOMINIK, IS IT CORRECT TO SAY THAT YOU WANTED TO REDIRECT YOUR CAREER BACK TO MARKETING?
I built up marketing experience in previous roles when I worked as a Marketing Assistant for a global dairy firm, as well as European Marketing Communications Executive for a motorcycle clothing brand. My career then went into a slightly different direction and I ended up working for a governmental institution. After three years in the job, I wanted to get back into marketing but found it difficult to find a business who would give me the opportunity since I was no longer working in the industry.
WHEN WAS DID YOU STUDY AT LSM AND WHAT COURSE DID YOU FOLLOW?
I enrolled with LSM for the Professional Certificate in Marketing and added the diploma straight afterwards. The situation was now changing, I suddenly had a lot of HR requests to work in Pay-Per-Click (PPC) and Search Engine Optimisation (SEO) positions. I ended up working for broadbandchoices, a broadband comparison website as a Content and Marketing Executive.
CAN YOU SAY HOW THE COURSE HELPED YOU TO ACHIEVE SUCCESS?
The courses definitely helped me to get recognised by recruiters on LinkedIn as well as during my interviews. When I stated that I was financing the fees myself, that conveyed how serious I was about my career. LSM and CIM were mostly known and a good discussion point.
AFTER COMPLETING THE COURSE, WHAT ROLES DID YOU ACHIEVE?
At broadbandchoices, it was a junior role and I sacrificed a big pay cut to get my career back on the right track. After 7 months, I was approached by a recruiter who offered me a role which was higher up. It came with more responsibilities and pay. After 6 years, I got a pay rise but decided to leave the job after a year to start as an Online Marketing Manager at Kaplan.
WHAT ARE YOUR THOUGHTS ON LSM AS A COURSE PROVIDER?
It was interesting going back to school and talking with other peers. I benefited a lot from the exchange with other students from different industries. Throughout all the courses, the teachers were experienced. It was clear from their attitude that they enjoyed passing on their knowledge. It was fun to learn from their personal experiences.
WHAT ROLE ARE YOU IN NOW?
I work for Kaplan International Colleges as Online Marketing Manager for the subdivision of Pro Linguis which is a Swiss language agency. They provide language trips all over the world. We work with over 300 partner schools in over 30 countries
CAN YOU IDENTIFY CHALLENGES AND HOW LSM HELPED YOU OVERCOME THEM?
My biggest challenge was combining theory in real-scenario case studies. I am devising marketing strategy for our department, and again, the planning is fairly straight forward if you justify your ideas with historic data and performance. But implementing all your ideas, especially with a limited budget and staff resources, this is not something you learn in a course. I also struggled with some other students who were not as professional as they should have been and neglected their assignments, slowing down courses and question times with teachers.
IN YOUR OPINION, ARE PROFESSIONAL QUALIFICATIONS IMPORTANT FOR CAREER GROWTH?
Yes, qualifications are important, but for your personal development it doesn’t stop there. LSM and CIM give you a really great framework and teach you “how” you can approach and tackle marketing. The continuous learning, however, is down to the individual. It doesn’t stop with getting the diploma. I especially realised that during the CAM Digital Diploma when we talked about the Google RSS reader which after 6 months no longer existed and was not relevant to put into the assignment. I am still getting my money’s worth from the CIM yearly subscription and am now an Associate of CIM.
NOW THAT YOU HAVE ATTENDED LSM, DO YOU HAVE ANY ADVICE FOR FUTURE CANDIDATES?
Start reading, not only your course material but blogs, comments, and forums. I work solely in digital, so I use apps which feed me all the relevant blogs to my smartphone. I then update myself on the latest trends on the way to work. Exchange your thoughts with your classmates; I learned so much from sharing ideas and discussing the assignments together. Make the most out of your short time in the classroom. Come prepared to the lessons, try to pre- and post-study. Find a way of learning which suits you and show interest outside of your working hours.