Erik Jurado

Why did you choose UNYP for your degree?

During my last year of high school, I was an exchange student in the USA. This experience made me realize that I wanted to continue my education in English and in the States. However, I also wanted to be closer to my family and home. Therefore, I searched for European universities offering English-taught programs with dual European and American degrees, which would open more doors after graduation. I also knew I would want to study International Relations, and that is when UNYP came along-a university that granted all my wishes.

How was your overall experience at UNYP?

My UNYP experience exceeded all expectations. I forged lasting friendships with people from around the globe. The curriculum, grounded in real-world case studies, was brought to life by enthusiastic professors.  I organized events while at UNYP, explored marketing independently, and utilized my cross-cultural collaboration skills in the creation of events targeting expats and students alike. For me, university is a time to embrace new experiences and knowledge, and UNYP provided the ideal environment for both.

Did your involvement in the Student Council shape your passion for event organization and project management?

Already involved in marketing and event organization, I joined forces with Yunis Safarov to support the Student Council in creating memorable student events. This hands-on experience not only confirmed my passion for the field but also allowed me to apply the project management principles I was learning at UNYP. The ability to translate my academic knowledge into practical skills, particularly in event planning and execution, proved invaluable. This realization solidified my decision to pursue a Master’s in Event Organizing and Public Relations and further marketing coursework after graduation.

Your career journey has taken you across different industries and countries. What were some challenges you encountered while adapting to different environments?

My career has taken me from running my own digital marketing agency through working with global corporations, and even a medical research startup. I believe communication is one of the toughest challenges. Working in multi-cultural teams means that you must learn that «direct» can be «rude». Managing people across these different environments also presented unique challenges. You must use a different approach to motivate a small team, compared to a larger, more dispersed team in a corporate setting. Fitting into new teams always takes time. Every place has its own culture, its way of doing things; you must find your path and be yourself, which not everyone might like. It’s been a learning curve, but it’s made me much more adaptable.

What helped you get started in the marketing industry?

As an IER graduate, I did not pursue a career directly aligned with my studies. However, the bachelor’s program enabled me to assess my strengths and weaknesses, distill essential insights, and gradually shape my professional identity. I believe that an IER degree offers versatility, preparing graduates for diverse roles in our interconnected world.

This versatility instilled an open mind in me and encouraged me to seek opportunities outside the university. I also fell in love with every aspect of marketing, from branding to strategy elaboration, competitors’ analysis, visual identity design, content creation, and advertising, among others, during event organization. After completing my master’s degree, I immediately traveled to coach basketball in China instead of taking a gap year. Returning to Prague, my career path was clear. I started working as a marketing consultant, building a client base through referrals. This led to the creation of my own digital marketing agency, CALIDMA, to ensure high-quality service. The COVID-19 pandemic forced me to a temporary industry shift, but my desire to return to marketing remained strong. I’ve now achieved that goal, working in account/project management for a multinational marketing and communications company.

What advice would you give to students and recent graduates on gaining real experience in this field?

A degree in Communication and Mass Media at UNYP would be a stronger foundation for a marketing career. However, university is only the beginning. True success in marketing, or any field, comes from identifying your passions and pursuing them. Find what truly excites you and dedicate yourself to mastering it. I still believe that IER, gave me a better view of all the potential fields I could have dedicated myself to, I learned what I wanted, and I did not want.

Looking back, is there anything you wish you had done differently during your time at UNYP or early in your career?

This might be the toughest question since one is likely to look back and regret not having done enough. Still, at 18 years and with a lesser experience in life, one does not have a fully formulated idea. I believe I did my best; with the knowledge I had. What do I say to the current students? Enjoy your time in university: participate in discussions, find what fascinates you in class, make as many friends as possible, take time in this phase of your life. While enjoying the present, also reflect on your future aspirations and how to build a fulfilling career doing what you love.