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Alexandra began her marketing journey by completing a degree in Business Management at Xamk - South-Eastern Finland University of Applied Sciences. After gaining work experience in marketing through internships, she realized that she wanted to go deeper – to specialize and develop a more research-informed understanding of the field. That’s when she found the Ģ��ֱ��’s unique Digital Marketing and Corporate Communication (DMCC) master’s degree programme. 
 

Back then, JYU was the only university offering a programme focused specifically on digital marketing. It caught my attention immediately and it ended up being one of the best decisions I’ve ever made!

Real-world marketing experience at JYU: From Google Ads to multinational insights

Alexandra lights up when talking about her time at JYU. What stood out most was the hands-on approach to learning she was exposed to. One highlight was the Google Ads Grants project she completed with her classmates for a real-life client, CMI Helsinki. 

“We got to run actual campaigns and analyse real data,” she remembers that “it wasn’t just theory – we learned to use Google Analytics, run ads, and solve real marketing problems. That experience shaped the way I approach work to this day.” 

The DMCC master’s programme empowers students with skills that are applicable in the job market. This kind of practical exposure, combined with JYU’s international student environment, makes it an ideal place for aspiring marketers aiming to work in multinational companies around Europe.

Alexandra fondly recalls a class trip to Stockholm, Sweden, where a visit to Klarna’s office gave students an inside look at how leading fintech companies work. 

It was eye-opening to see how marketing strategies come to life in such an innovative environment.

Another experience that stood out to her were guest lectures from industry professionals, real-world case studies, and group projects that made her academic experience, not only rich in content, but also closely aligned with industry demands. “Group work was central to our learning – and now in my career, I collaborate with teams across departments and countries every day”.

Exploring Gen Z and sustainability in social media marketing

Alexandra’s academic curiosity led her to a master's thesis topic that reflected both her personal interests and relevance in the professional business environment: How Finnish brands communicate sustainability on social media. This research built on her earlier bachelor’s thesis on Gen Z and social media which reflected her growing interest in transparent and purpose-driven marketing.

She even had the opportunity to work as a research assistant for a professor studying Corporate Social Responsibility (CSR). “That project, and my thesis work, made me think deeply about how brands can walk the talk when it comes to sustainability. It’s something I carry with me in my role today.”

Today, Alexandra is a marketing manager at Mitsubishi Logisnext Europe, where she leads brand messaging and marketing efforts for automated guided vehicles (AGVs) – automated robotic forklifts that offer sustainable solutions for material handling. 

Everything I studied – from social media strategy to CSR communication – is part of my daily work now. 

Alexandra’s research on sustainability in digital marketing gave her a strategic edge when entering the field of sustainability communication, “AGVs are electric, efficient, and the most sustainable solution we offer. Communicating that clearly and credibly is essential.”

The Ģ��ֱ�� didn’t just give Alexandra an education – it gave her a career! “It’s the place that helped me specialize, grow and connect with professionals from all over the world.”

From student to professional: The power of connections and networking

Alexandra’s path from university to her current role wasn’t just shaped by what she learned, but also by the people she met along the way. She keeps in touch with professors and classmates alike. 

Some of my classmates are now amazing professional contacts. They’ve gone into everything from global corporations to startups and entrepreneurship and it’s inspiring to see how different the professional paths can be.

She states that following your passion and your interests will lead you to the right place. She also remembers her favourite student restaurant in Jyväskylä. “Restaurant Maija - There was a cozy spot near the math and physics building (A) with the best garlic spread on bread,” she laughs. “It was myself and my friend’s go-to.”

More than anything, Alexandra values how the DMCC program taught her to stay curious and open-minded. “It’s a mindset I’ve carried into my job – and it’s helped me grow, adapt, and lead.”

Turning your academic work into career assets

For those considering JYU, Alexandra’s advice is simple: “Stay open-minded and take every opportunity – projects, group work, lectures.” 

What feels just like a school assignment today might become an important portfolio piece tomorrow!

She also encourages students to recognize the value of their academic work, “even if your experience is from class projects or internships, it still counts. It’s about how you present it – build a portfolio, highlight your skills and show your initiative.”

Alexandra’s experience is an example of how a strong foundation in research, communication and collaboration can lead to meaningful impact in a thriving and complex, ever-changing industry.

“Marketing never sleeps,” she says. “There’s always something new – and that’s what keeps me excited every day.”