Insights into Student Co-ops: Leonela Krajač and her Internship at Bruketa&Žinić&Grey

A cooperative education program merges classroom learning with practical industry experience. At RIT Croatia, co-op is integrated into all undergraduate programs. Students rotate between co-op periods and on-campus semesters. During co-op, they gain industry experience relevant to their degree, learning the nuances of professional life. RIT Croatia’s co-op program is structured to provide real career experience through significant projects and tasks that support a company's objectives. Additionally, the co-op is supervised, offering mentoring and one-on-one collaboration with industry professionals.

Meet Leonela Krajač, an International Business student who recently completed a co-op as a Social Media Intern at Bruketa&Žinić&Grey. Dive into our Q&A with Leonela to discover how she navigated the industry’s challenges, the projects she worked on, and the skills she gained along the way.

Q: Why did you choose a social media internship?

Leonela: I have always been passionate and interested in digital and social media marketing. I find it interesting how marketing is literally everywhere, and most people don’t even realize they are being directly influenced by it - that’s how subtle, yet impactful it is. I am also a very creative individual who always needs a creative output. When searching for my internship, I wanted to experience working at a creative advertising and marketing agency first, working directly with clients, rather than being the client, such as working in a marketing department of a firm.

Q: What does your day look like while on a co-op?

Leonela: I start the day off with community management, making sure all follower interactions such as questions, comments and inquires have been answered and updated. I then move on to tasks that I am given by social media managers including monthly content preparations, analytical reports, content briefs, UGC content searching, influencer communication, and brainstorming new content ideas for incoming clients. We are also a dog-friendly office, so lots of cuddles are a must! :)

Q: What are the advantages of experiential learning?

Leonela: For me, the biggest advantage was being able to apply theoretical knowledge to real-life examples with real-time clients. I enjoyed how personalized my co-op experience was. I had an amazing team that was always willing to involve me in marketing activities that I found most interesting and wanted to learn more about. I also increased my self-awareness and confidence when completing tasks. I am thankful to have had an amazing support system (the team) by my side that was there for me during all steps of my co-op journey.

Q: How important is co-op to you?

Leonela: Very important. I think co-ops are more serious than people realize. However, I also think that it is as useful as you make it. If you wish to gain a lot from it, whether it’s knowledge, personal connections, or skill advancement, it depends on your will to do so. For example, during my time at BŽG, I took on a personal initiative to upgrade the agency’s TikTok profile. I voiced my concerns and interest in taking on this project directly with Davor Bruketa and Nikola Žinić, and they have been nothing but supportive of it from day 1.

Q: What skills or knowledge from your internship will be most helpful for your remaining studies and future career?

Leonela: Something very important I learned by working at a marketing agency is the importance of teamwork and client communication to deliver the final product. Personality-wise, I still need to be always organized, but I also developed a love for a good challenge. This co-op has shown me that I enjoy working on different projects simultaneously and find excitement in brainstorming new innovative ideas, which I will be implementing in my future studies and career.