A new perspective in the lecture room: Alexander Henoch returns

A glance across the campus, familiar paths, familiar walls – but the perspective has changed. Ten years after graduating from the part-time master's degree program in Digital Marketing, Alexander Henoch, MA, returns to the FH Kufstein Tirol.

What was once everyday life now seems almost new – because the roles have been reversed. Between the lecture hall door and the seminar room, Henoch encounters a place full of memories and possibilities. His return is not a nostalgic journey, but a conscious step forward – with a new mission and a clear attitude.

From a focus on SEO to a holistic view

The foundation for Henoch's current career was laid early on: while completing his bachelor's program in Munich, he gained practical experience at online marketing agencies with a clear focus on SEO. But that wasn't enough for him: “I wanted to understand the bigger picture and learn about other disciplines.”

The FH Kufstein Tirol offered him the ideal combination: a part-time degree program with a strong practical focus, good accessibility, and an environment that also appealed to him on a personal level. The Digital Marketing degree program was a perfect fit – and would prove to be formative not only in terms of content, but also on a personal level. 

“I loved going to Kufstein every weekend – we had a great year. I'm still in touch with many of them, both professionally and privately,” he recalls. The study trip to New York remains particularly vivid in his memory – a shared experience that will stay with many of them forever.

Unplanned independence – step by step

For Henoch, the path to self-employment was not a classic business plan, but rather organic growth. “I was the only one in my degree program who was intensively involved with SEO.” After graduating, the first inquiries started coming in – mainly from former fellow students who were now working in companies. Could he take a look at their websites? These inquiries developed into initial projects, the projects into a steady stream of orders – and ultimately into his own business.

Today, he works as a freelancer focusing on search engine optimization, conversion optimization, web analytics, and tracking. Topics such as video optimization – once the subject of his master's thesis –and AI-supported findability are also becoming increasingly important. 

“Being self-employed means a lot of freedom, but also a lot of responsibility,” says Henoch. “Self-employed and always on the go” is a good way to describe it. You can't rest on your laurels – the tools and requirements are constantly changing. But for me, that's exactly what makes it so exciting.

Teaching that leads to real life

This experience now feeds directly into his teaching. “I have worked with many different companies and projects over the years. Passing on this knowledge and inspiring students to take an interest in the subject is very motivating for me.”

His primary focus is on practical relevance. In his courses on web analytics and conversion optimization, Henoch provides insight into tools and methods that he uses himself in his everyday work.

He now brings to the table something that he himself lacked in the past: experience in using real tools. “You can learn a lot in theory, but you only really understand it by doing it. This is particularly true in tracking and web analytics: you have to have worked with it yourself.” Even though real customer data cannot be used, realistic case studies show how analysis and strategy interlock.

Digital dynamics require a willingness to learn

Henoch also notices that conditions have changed compared to when he was a student. “Students today have completely different technical possibilities. What used to take two weeks can now be done in a few hours with the right tools.” Nevertheless, the requirements remain similar: anyone studying alongside their job needs to be well organized and self-motivated.

In addition to technical expertise, Henoch believes that two things are crucial for success in digital marketing: a willingness to learn continuously and a good network. “No one can cover everything. But if you network well, you learn faster and get ahead.” This is especially true in an environment that is developing as rapidly as this one.

Be brave enough to seize opportunities – and try new things

If students are thinking about starting their own business, Henoch advises them not to plan everything, but to seize opportunities when they arise. “If a project or collaboration comes up, just go for it. Even if it seems stressful at first, a lot can come of it.”

For the coming years, he sees artificial intelligence, automation, and strategic analysis as key topics in digital marketing. Those who can work with the new tools while keeping an eye on the big picture will have a clear advantage.

Looking back with foresight

His personal advice to today's students? “Enjoy the time more consciously.” Because even if the degree program is challenging, especially when combined with work, it remains a special phase of life for many.

And Kufstein? For Henoch, it is not only a place of study, but also a place of development. Professionally, personally – and now also as the starting point for a new chapter: that of a lecturer.

Practical experience meets enthusiasm for teaching – and creates opportunities: Alexander Henoch shows how career paths can unfold when you remain open – to new tools, to other people, and to the possibility of returning to where it all began.

Links:

• Digital Marketing | ft
• AH Digital Marketing | website