I started my dual degree program at KAD almost three years ago. A few days ago, I successfully completed it. Before I truly close this chapter, I want to look back—on my daily life between lecture halls and large-scale events, on projects that have left a lasting impression on me, and on what I’ve learned about myself during this time.
Between lecture hall and large-scale event
A look back at three years of dual study program at KAD
Three months of theory, three months of practice
My dual degree program followed a three-month cycle: first a theoretical phase at the university, then a practical phase at KAD - and then back to the beginning. During the theoretical phase, for example, I attended lectures on project management, event law, trade show construction, and event technology, as well as event psychology and design. As soon as the practical phase began, I swapped lecture halls for the office and lecture notes for floor plans and production instructions - and each time, I realized anew how much easier it was for me to retain what I’d learned once I put it into practice shortly afterward.
Over the past three years, I’ve gained insights into:
- organizing an event from the initial inquiry to the final invoice
- participant management in practice
- on-site execution
- follow-up work once the last guest has left
And all of this wasn’t just theoretical - it was hands-on, with everything that goes along with it.
For me, that was the greatest added value compared to a traditional degree program: I was often able to apply what I’d learned during the theoretical phase to a real-world project just a few weeks later.
Every day is different
I once showed what a typical workday as a dual-track student at KAD looks like in an Instagram Story takeover - saved as a highlight on our profile. If you want to check it out, click here STORY TAKEOVER.
A few examples show just how much variety is really involved: Sometimes we’d have a larger-than-expected number of guests; other times, a delivery would be delayed - and just like that, a quiet day at my desk would turn into a day where I had to spontaneously adjust plans, make phone calls, and find solutions.
That’s exactly what I love about this industry: It’s not the schedule that matters, but how creatively and flexibly you can respond to situations.
One moment I’m writing proposals in the office, the next I’m standing at the FOH with event technicians at an event - this mix of office work and on-site reality is what I particularly enjoyed about the dual study program.
In the thick of it, not just on the sidelines
I was able to pitch in right from the start, but what really sticks in my memory is the Camlog conference at Motorworld Metzingen - one of my first major projects. There, I saw firsthand how many different areas of work interlock in a single day: technology, catering, attendee management, and security. I helped out with registration - and in the process, I learned just how much a well-thought-out organizational effort behind the scenes can accomplish: The guests didn’t notice any of the behind-the-scenes processes - to them, everything just seemed to run smoothly in the end.
At the Hornbach grand reopening, I experienced a completely different moment that has stayed with me to this day: We were standing in the newly renovated store, even before the first customer had set foot inside.
It’s moments like these that make it hard for me to name just one favorite project. Every event was different; every renovation wrote its own story - and I was right in the thick of it, not on the sidelines. What fascinated me most was how a space - sometimes even an old warehouse - fills up step by step, developing its own unique atmosphere in the process.
Der Salon: My own project in Kempten
Since the beginning of this year, I’ve been involved in a project that has meant a great deal to me: Der Salon, our event venue in Kempten. It hosts small concerts, weddings, birthday parties, and business events - and I was involved from the initial inquiry all the way through the follow-up.
Specifically, this meant:
- Processing inquiries and coordinating with clients
- Ordering beverages
- Ordering flowers and arranging bouquets
- Setting up a balloon arch
- Occasionally taking charge of the event execution and follow-up
No two days were alike - and that’s exactly what made Der Salon a project through which I truly grew.
Whether it was a last-minute change of plans, a spontaneous additional request, or a detail that only became clear once we were on site - flexibility was essential in the day-to-day operations of the salon. With a few phone calls and the right amount of composure, a solution could almost always be found - and it was precisely those moments that showed me I could truly make a difference there.
Team spirit, phone calls, and the issue of taking the initiative
What I’ve learned most in recent years: In this industry, no one works alone. Especially when it comes to events, it’s important for everyone to pull together and support one another. It was just nice to know that there was always someone there to answer my questions when I didn’t know what to do next.
Still, you need to take the initiative. If you wait for someone to come to you, you’ll miss out on a lot in this industry. Making phone calls and the communication that goes along with it were a big adjustment for me at first—but eventually, they became a routine that I handled with ease.
Situations like that came up often - and that’s perfectly fine: If I got stuck with a customer inquiry, I didn’t hesitate to ask the team for help. The problem was solved in just a few minutes - something that might have taken me an hour on my own. That’s exactly what I mean when I say: You don’t have to know everything on your own - you just have to know who to ask.
The team spirit was especially valuable to me during my time at KAD. I fondly look back on many shared memories.
Grown, not just learned
Looking back, I really appreciate how much responsibility I was allowed to take on right from the start—that’s by no means a given. This experience has changed me - both professionally and personally: Today, I approach people with more confidence than I did three years ago, plan my personal life in a more structured way, and speak more openly about what’s on my mind.
Life as a dual-track student in the event industry couldn’t be pigeonholed. Sometimes I was the point of contact for clients, sometimes I arranged bouquets, and sometimes I stood in an empty room waiting for it to fill up. It’s precisely this versatility that motivated me day after day.
My time as a dual-track student at KAD is now over - but perhaps you’re just about to start your journey in the event industry, whether through a dual-track degree program, an apprenticeship, or a career change. Feel free to check out our careers page.
I wish my successors, Manja & Timon, every success in their dual study program, many exciting experiences, and unforgettable events at KAD!
Frequently asked questions
Your most common questions on this topic – answered from our day-to-day experience.
Im Drei-Monats-Rhythmus: Eine Theoriephase an der Hochschule wechselt sich mit einer Praxisphase bei KAD ab. So fließt das, was man an der Hochschule lernt, direkt in echte Projekte ein.
Der Studiengang verbindet betriebswirtschaftliches Grundlagenwissen mit Fächern wie Veranstaltungsmanagement, Veranstaltungsmarketing, Dienstleistungsmanagement und Eventdesign. Nach drei Jahren im Drei-Monats-Rhythmus zwischen Hochschule und Praxisunternehmen schließt man mit einem Bachelor of Arts ab.
Ja. Ich habe Kundenanfragen bearbeitet, mich mit Kund:innen abgestimmt und Projekte wie Der Salon eigenständig von der Anfrage bis zur Nachbereitung begleitet.
Abwechslungsreich. Einblicke gibt unser Instagram-Highlight „Story Takeover“.
Sie laufen weiter – bei mir übernahm in dieser Zeit eine Kollegin im umgekehrten Rhythmus, mit der ich mich regelmäßig online abgestimmt habe.
Die Plätze für das duale Studium sind aktuell bereits vergeben. Du kannst aber gerne mit einem Praktikum bei uns reinschnuppern und dich zu einem späteren Zeitpunkt für einen Studienplatz bewerben. Alle Infos findest du auf unserer Karriereseite.
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