Driving Digital Growth: Online Marketing Challenge 2025

In 2025, I participated in the Online Marketing Challenge organized by Leipzig University, collaborating with classmates from HHL Leipzig Graduate School of Management. Our team developed a comprehensive digital marketing campaign for CONOSCOPE GmbH, promoting their Certified Innovation Manager online course.

As Digital Marketing Coordinator, I contributed to both the strategic foundation and practical execution of the campaign. We structured and refined the landing page messaging to clearly communicate the course’s value proposition, target audience, and conversion logic. The focus was on translating a complex, innovation-driven program into a compelling and structured digital journey.

In addition to written and visual content, we developed a promotional video for the course. This required aligning messaging, tone, and storytelling with the broader campaign strategy. The video was designed to strengthen credibility, simplify key concepts, and increase engagement across digital channels.

I also created paid and organic social media content, particularly for LinkedIn, including messaging frameworks, visuals, and audience-focused communication concepts. Paid ads were designed to generate qualified traffic, while organic content supported long-term authority building and visibility in the B2B innovation space.

To support positioning decisions, I conducted market and competitor analysis, identifying differentiation opportunities and refining communication angles. Research insights were synthesized using structured Excel reporting, enabling data-informed strategic recommendations and performance tracking.

Additionally, I supported the coordination of content calendars and email communication workflows aligned with CRM processes, ensuring consistency across channels and touchpoints.

Beyond deliverables, the experience was genuinely energizing. Watching a campaign evolve from initial research and brainstorming sessions into a structured digital presence - complete with landing page, video, and multi-channel promotion — was deeply rewarding. It reinforced how disciplined execution combined with strategic clarity can transform an educational offering into a market-ready product.

The project also included a visit to Görlitz, where we explored the university campus and experienced the city through a guided tour and shared dinner. The historic atmosphere, academic exchange, and informal conversations strengthened team cohesion. It was a reminder that strong collaboration is built not only through structured meetings, but through shared experiences and mutual trust.