How Maximilian Switched From Car Sales to HOK Campus
- 07.09.2026
- News Study Program
From car salesman to marketing student: Maximilian Oettl successfully incorporates his practical experience into his studies at HOK.
Maximilian Oettl worked in the automotive industry for several years. Today he studies Marketing & Communication Management at the HOK | University of Applied Sciences Kufstein Tirol. He shares what made his entry into the field easier – and what tips he has for prospective students.
Maximilian Oettl worked in the automotive industry for five years before deciding to pursue a new path. After completing a two-year apprenticeship as an automotive sales representative at Denzel Unterberger, he gained professional experience in sales, customer service, and business administration. Today, the 27-year-old is studying Marketing & Communication Management at the HOK | University of Applied Sciences Kufstein Tirol.
During his time at the car dealership, he increasingly encountered marketing topics. In addition to sales and customer service, he participated in various marketing activities and collaborated with brands such as Land Rover and Jaguar. Over time, this experience sparked a desire to further develop his expertise in this field.
A CONSCIOUS DECISION FOR A NEW START
Switching from a full-time job back to full-time studies was a conscious decision for him. His interest in the intersection of marketing, communication, and business was the deciding factor.
"I can effectively apply my professional experience in sales, customer service, and business administration to my studies and integrate it with the course content," he explains.
Starting university marked the beginning of a new chapter in life. Instead of the daily grind of work, the focus shifted to lectures, group projects, presentations, and academic writing.
SETTING OUT INTO UNIVERSITY LIFE
The transition to university initially required some adjustment. Organizing one's own studies, in particular, was a significant departure from previous professional life. At the same time, connecting with other students helped students quickly find their way around the new environment.
The university's support services also facilitated the start. Introductory events and exchanges within the degree program helped students make connections and quickly become part of the university community.
Starting my studies was an adjustment, but through the exchange with other students and the support of the HOK I quickly found my place.
Maximilian Oettl
Student Marketing & Communication Management
PROFESSIONAL EXPERIENCE AS AN ADVANTAGE
Many experiences from his professional life still inform Maximilian's studies. Knowledge from sales, customer service, and business management helps him to contextualize theoretical content and grasp connections more quickly.
Even initial marketing experience—for example, in social media, at trade fairs, events, or creating advertisements—facilitates his access to course content and provides a direct link to practical application.
"I recommend that new students inform themselves early and start studying in good time to make a smooth transition from their professional experience to their studies," he says.
NEW PERSPECTIVES
For Maximilian, his studies complement his previous career with new professional perspectives. His experience in the automotive industry remains an important part of his path—now expanded to include in-depth knowledge of Marketing & Communication Management.
This article was written by students of the Marketing & Communication Management program as part of their practical project.