Nikki Knippers - Online Marketeer at Booking Boosters
2013 – 2016 Bachelor of Communication Science
2016 – 2018 Master of Communication Studies (Marketing Communication)
About me and my career as an online marketeer
My name is Nikki Knippers; I am 23 years old and live in the village of Denekamp in Twente. I completed my Master of Science in Communication Studies about one year ago, two years after my Bachelor of Communication Science. I completed both educational programmes at the University of Twente in Enschede.
During these studies, and my internship at SIR, in particular, I discovered my passion for online marketing. The optimization of websites, development of creative contact, and use of online / social media really drew me in. These are also precisely the activities involved in my current position. Within a few months of graduating, I set out as an online marketeer at Booking Boosters; a fast-growing and innovative company with a young team. As a Booking Booster, I take care of online marketing for companies within the recreation sector such as holiday parks, camping resorts, and rental organizations. I am primarily involved in website optimization, copywriting, Facebook marketing, and email marketing. Our objective at Booking Boosters is to generate a maximum number of online bookings via our clients’ own websites.
Why study at the University of Twente?
While several universities in the Netherlands offer communications programmes, my mind was soon made up; I wanted to study at the UT. The motto High Tech Human Touch really appealed to me at the time. In the 21st century, we live in a world overflowing with new technologies that simply cannot be avoided, especially in terms of communication. The programmes Communication Science and Communication Studies at the UT laid significant focus on these new technologies, including projects about mobile applications or even robotics. All the same, communication and marketing will always rely on human input and skill, which is why the High Tech Human Touch combination drew me to studying at the UT.
Unique aspects of Communication Science and Communication Studies
One of the unique aspects of the studies is the diversity amongst the various topics in the field of communication. Each academic year is divided into multiple modules, each of which addresses a unique topic. During the Bachelor of Communication Science, the modules looked at marketing communication, corporate communication, technical communication, social media, etc. I valued receiving such a broad education; this provided me with a sampling of each discipline so that I was free to discover what interested me and use this to define my master’s programme. Another unique aspect was the diversity in activities per module. Within each module, theory was complemented by a project during which project groups were able to put concepts and theories into practice directly. I was also very pleased with the freedom granted during the graduation phase; for both my bachelor’s and master’s I was able to focus my final project and thesis on issues that truly interested me: Facebook advertisements and online reviews. Internship options were another great advantage. During my study I wasn’t entirely sure what to expect from the work of a communication professional but after my placement, I had a clear idea of what my professional life was going to look like. Lastly, the small-scale academic programmes were a unique component of the UT. I enjoyed knowing each of my fellow students personally as well as the informal and personal contact between teachers and students.
From UT student to online marketeer
After completing my master’s, I went in search of a position in the field of online marketing. Although I had learned a good deal about offline marketing during my study and somewhat less about online marketing, my interested was still vested in the latter. I did not have much experience in this field besides the internship, yet there had been many other experiences at UT that were also of real value during my search for a job. During my studies, I learned to look at certain issues from multiple viewpoints and to translate complex matters into concrete solutions. These analytical and academic skills contributed significantly to my success. Additionally, it is primarily my knowledge of marketing communication and consumer behaviour that I employ in my daily activities as an online marketeer, such as segmentation in target groups, an organization’s positioning, and creative appeals and heuristics in texts and advertisements.
Post-graduation expectations vs reality
After graduation, I wasn’t 100% certain what to expect. Thanks to my internship, I did have a rough idea of what the professional world was going to entail, but where was I going to be working exactly? Would I take care of the marketing for a single corporation, or would I be working with an agency to provide marketing for multiple businesses? I soon realized that the second option catered more to my interests, which is why I am now thoroughly enjoying my position as online marketeer with Booking Boosters, where we work for various holiday parks, camping resorts, and rental organizations. In terms of my day-to-day work, reality did live up to my expectations. I had always expected that I would be involved in online marketing, but which type of organization and within which sector remained a mystery. I am very pleased that I am working as an online marketeer in the recreation sector with a young, innovative and fast-growing company!
Advice for current Bachelor of Communication Science students
I really only have one piece of advice for anyone (interested in) studying Communication Science; challenge yourself to an internship! During the modules, you learn a good deal from textbooks and projects, but during an internship you’ll get a real taste of the business playing field. It may also be wise to conduct several internships (including a work placement or traineeship) within different types of organizations so that you can make a comparison. Do you want to work exclusively for a single organization or are you interested in working with an agency to experience multiple clients? There’s only one way to find out – venture into the professional world with an internship.