"Marketing is my true passion"

At HMKW Berlin, Anzhela Liashko has found the perfect study combination: Public Relations and Digital Marketing. In this interview, the Ukrainian-born talks about her exciting internship in brand marketing at Zalando Lounge and her upcoming master's thesis, which will focus on the communication of Ukrainian President Volodymyr Selenskyj's government during the Russian-Ukrainian war.

What comes to mind when you think about your studies at HMKW?

HMKW has provided me with a great opportunity to learn by doing during my studies. Throughout the course, we always worked on practical projects that incorporated the theories we were taught in lectures. This approach provides the most effective method of putting knowledge into practice as soon as possible. Furthermore, I have developed my skills in a presentation that were part of every project. As a result of this skill, I have been able to do much better at my job.

Why did you decide to study “M.A. Public Relations and Digital Marketing”? And what made you choose HMKW Berlin?

I have always considered Berlin to be a dream city. Since I have studied German since school, I have always considered Germany, and specifically Berlin, as a good place to spend time. The position I held before moving here from Ukraine was that of a journalist and later that of a copywriter in a marketing department. While I possess good communication and research skills as a result of my journalistic experience, I lack the marketing knowledge to progress in my career. Thus, I have decided to pursue a Master's degree in marketing. I have conducted extensive research and found that HMKW Berlin offers the best course of study for me, combining public relations and digital marketing in a one-degree program.

Did you get any work experiences prior to your master’s degree that you would like to share with us?

My educational background is in journalism, and I have worked as an international reporter for a local television station in Kyiv. I had the opportunity to write articles about freedom of speech, international relations, and political and social issues in different countries during this period.

You are currently doing an internship at Zalando. Please tell us more about your work: What do you like most about your internship? What is your biggest challenge?

As of mid-August, I was working as a Brand Marketing Intern at Zalando Lounge. I gained a great deal of professional experience during this half-year. It was my responsibility to support the conception and implementation of TV and radio campaigns in Eastern Europe (CZ, RO, LT, SK). In support of the Zalando Lounge influencer program, I assisted the Marketing Managers in developing social media initiatives. My role was to assist Marketing Managers in coordinating the different marketing channels in order to maximize visibility and ensure the coherence of the Zalando Lounge communications. Furthermore, I assisted the social media manager in brainstorming and creating content. Most challenging was working with agencies to develop the best brand marketing campaigns, collaborating with various stakeholders, and monitoring the campaign's progress. My favorite part of the internship was the opportunity to be responsible for the whole marketing project even as an intern.

Which seminar did you like the most so far? What was your favourite project during your studies?

I particularly enjoyed the Strategic Communication course taught by Professor Murphy at HMKW. In this course, I gained a great deal of insight into political communications, communication in different organizations, and the methods used to communicate.


You are writing your master thesis soon. Which topic did you choose and why?

It is impossible for me to think of another topic to discuss as a Ukrainian in the current situation. My thesis will be centered around the government communications of Ukrainian President Volodymyr Zelensky during the Russian-Ukrainian War that began on February 24, 2022. It is a terrible, huge and cruel war that is taking place in my country. I therefore want to examine the communication of our President, who has managed to become a global leader as well as unite Ukrainians from all over the world.

What is it like to live in Berlin? Was it easy for you to settle in? Would you like to stay?

I love Berlin. In my opinion, the best word to describe this city is "freedom". The uniqueness of Berlin lies in its abundance of opportunities for every kind of individual. Since I had my partner and friends here, it was not difficult for me to settle in. I intend to stay in Berlin for a couple of years.

What are your plans for the future?

I have realized that marketing is my true passion, especially brand marketing, after completing an internship at Zalando and attending all the seminars at HMKW. The plan I have after submitting a thesis is to find a job in this area in Berlin and continue to develop my knowledge in this area.

What’s your advice for (prospective) students who are thinking about studying Public Relations and Digital Marketing at HMKW?

My advice to potential students would be to always go for their dreams and work hard to achieve them. Personal and professional development cannot be achieved without education. A great opportunity to obtain it at HMKW in one of the world's greatest cities.

Thank you for sharing your experience with us. We wish you all the best for your master thesis!