A guest lecture by Natasha Velkovska, Director of “Represent Communications Macedonia,” was held at the Faculty of Economics.
The event, organised at the initiative of Prof. Dr. Tamara Jovanov Apasieva, aimed to give students direct insight into how theoretical marketing concepts are applied in the real business world.
Through the analysis of specific campaigns, the lecture covered key topics such as defining target audiences, developing customer personas across different industries, building appropriate marketing strategies, and the increasingly prominent role of artificial intelligence in modern marketing.
Natasha Velkovska, Director of “Represent Communications Macedonia,” highlighted the importance of such meetings in bridging the gap between academic education and the labour market.
“Our goal is to show students how the theoretical knowledge they acquire at university actually works in the real world of a marketing agency. In addition to the theoretical part, we also held a practical workshop designed to show them what would be expected of them if they were hired for a junior-level position. It is worth noting that today’s students think differently, precisely because artificial intelligence is opening up new horizons for them. For companies like ours, these lectures are an excellent opportunity to meet our future colleagues, and we are also open to further cooperation and offering students practical work opportunities,” Velkovska emphasised.
She also stressed the importance of the Faculty of Economics continuously connecting students with professionals from the business sector.
“The Faculty of Economics in Štip is constantly working to give students access to the real business world. The faculty teaches us how to think critically and properly, and once we develop this way of thinking, it becomes much easier to integrate into the working environment,” she added.
Students welcomed the initiative, emphasising that direct communication with industry professionals gives them a clearer vision of their future careers.
“As students, it is extremely important for us to connect education with the real business sector. Involving experts helps us build greater confidence and gain a clearer picture of what awaits us after graduation. Through practical examples, we see how organisations deal with challenges and how much success depends on good organisation, teamwork and decision-making. It is particularly valuable to see how academic knowledge and the education we receive are actually applied in practice,” said Stefanija Eftimova, a student at the Faculty of Economics.
Through initiatives such as this, the Faculty of Economics once again reaffirms its commitment to developing competitive graduates who are prepared to meet the challenges of the modern labour market.
