From the pitch to marketing
27.05.2025
Michael Giesinger knows how to achieve goals - once on the badminton court, now in the marketing world. As a former competitive athlete, he has learned to work in a disciplined manner, to deal with setbacks and to constantly develop himself further. Qualities that benefit him both in his part-time Master's in International Marketing & Sales* at the FHV and in his job as Marketing Manager at horntools and as founder of his own online store, Bash Badmintonshops. This was initially created as an experiment to directly apply the content of studies. Today, he sees more in it: "The project is my personal playground. I can directly implement what I've learned and develop it further without everything having to be perfect straight away."
Knowledge for practice
He is currently applying his knowledge of campaign strategy development, target group analysis and brand communication to the market launch of a new roof tent at horntools. In his previous job in the social media editorial department at ORF, he was able to apply his knowledge of customer journey mapping to the conception of formats and online strategies. "The strategic orientation, the target group approach and the development of communication measures are strongly based on what I learned during my studies."
Getting the most out of it
His career to date impressively demonstrates that the "inner drive to get the most out of every day" is not only important in sport. After a double degree in Sports and Event Management and Arts and Design, Giesinger opted for a bachelor's degree in InterMedia at the FHV - a degree programme that offered him the perfect mix of creativity and numbers. "I was able to develop creatively and build up broad expertise in digital and design," says the 28-year-old.
Strategic specialization
With the subsequent Master's in International Marketing & Sales, he deliberately opted for Business and Management specialization: "I clearly see my professional future in marketing and sales. This allows me to optimally combine numbers and creativity," emphasizes Giesinger. One of the highlights of the course was the great group dynamic: "All the students were working, were able to contribute their experience and we had a really good atmosphere. That motivated me to go to lectures even after an intensive week at work."
Learning what inspires
His advice to undecided students who are thinking about studying: "Don't be afraid to make mistakes. Studying means getting to grips with your interests and learning what really excites you. The semester dates give you the chance to find out where you really want to go." Michael Giesinger has many plans for the future, but one thing is certain: whether in the company or in his own project, he is always on the move. Just like he used to do on the pitch - only now he scores strategically.
*The program of this Master's degree has been extensively revised. The new name is International Business Administration - Sustainable Management with a specialization in Marketing, Sales & Innovation and will start in September 2025. The application deadline is 31 August.
