Campus to Corporate: Navigating Business Analytics & Marketing

We had the privilege of hosting an internal networking session featuring Liang Ying Chua (Y3), Lok Yan (Y4), Petrina Koh (Y4), and Fidelis Dela Cruz (Y4). Each speaker brought unique perspectives from their diverse experiences in marketing and business analytics. From internships across tech and fast-moving consumer goods to leadership in CCAs, they shared candid reflections on navigating careers, pursuing passions, and building transferable skills in today’s data-driven business landscape.

Navigating the world of Marketing X Business Analytics

The intersection of marketing and business analytics offers students a powerful platform to craft stories backed by data. During the session, seniors highlighted how internships in firms like TikTok and Shopee allowed them to bridge creativity with analytical precision. While technical tools such as Excel, SQL, and dashboards were critical, the speakers stressed that the true edge lies in translating numbers into insights that drive business decisions. Internships also revealed the reality of juggling diverse responsibilities, from tedious data tasks to creative campaign planning, requiring resilience and adaptability. Together, these experiences showed that success comes from combining hard skills with the ability to communicate impact clearly and confidently

Liang Ying: “The sky is your limit”

Liang Ying Chua, a Year 3 Business student specialising in Marketing, shared her vibrant journey from polytechnic case competitions to leading roles at NES and MINT, underscoring her deep passion for marketing. She spoke about how marketing is indispensable across all industries and has the power to create tangible impact, especially for startups. Beyond her professional experiences, Liang Ying is currently working on launching her own tuition venture, applying the very skills she values most: storytelling and creative execution. Her key advice to juniors is to not be afraid to chase unconventional dreams as there is nothing to lose and everything to be gained.

Lok Yan: “Business Analytics is the perfect complement to Marketing”

Lok Yan, a Year 4 Business student specialising in Marketing and Business Analytics,  recounted her shift from finance to marketing, where she found data-driven strategies far more suited for her. Through internships at TikTok, Unilever, and Philips, she discovered that while marketing brings creativity, business analytics sharpens decision-making with evidence-based insights. Her time at Philips in particular pushed her to hone skills in pivot tables, lookups, and chart creation, proving that even simple visuals can tell compelling stories. Though she acknowledged that BZA and Computing peers may have stronger technical skills, she highlighted her own strength in understanding business context and making sense of data. Her advice for internship applications is to back resumes with numbers, apply broadly in a tough job market, and always highlight the impact of your work.

Petrina Koh: “Analytics skills are highly adaptable”

Petrina emphasised that analytics skills open doors across industries, from logistics and operations to consulting and healthcare. She encouraged students to gain early exposure to technical tools like SQL and dashboarding, as companies value interns who can contribute immediately. Certifications and practical projects, whether through CCAs or side ventures, can showcase initiative and capability. Beyond technical ability, she reminded students that showing genuine interest during interviews and events is equally important, it signals commitment and can tip the scales in a recruiter’s decision.

Fidelis Dela Cruz: “Marketing is rewarding but demanding”

Fidelis, a Year 4 Business student specialising in Marketing and Business Analytics,   underscored the reality that marketing often involves repetitive, detail-heavy tasks, but perseverance leads to meaningful impact. She advised students to set personal boundaries, be observant, and develop their own opinions to stand out. Combining marketing with analytics was another key insight: leveraging metrics, trends and data sharpen strategic planning and make students more adaptable across industries. Her takeaway was simple yet powerful: marketing requires effort and resilience, but its blend of creativity and impact makes it an invaluable skillset in any career path.

Q&A Segment with Audience

The Q&A opened up a frank discussion on recruitment, internships, and personal growth. Students first asked about application processes across industries: consulting and finance often require case studies, technical questions, and market awareness, while tech roles may involve presentations, coding tests, and even up to seven interview rounds for conversions. On GPA, the seniors advised: unless it is above 4.5, skip it on your resume and instead focus on selling your skills, experiences, and communication ability.

Internships were another hot topic. The speakers encouraged starting early, even in Year 1, to explore different paths, though they acknowledged it’s not essential if you want to prioritise CCA commitments. What mattered most was using each internship to figure out what excites you, since by Year 2 or 3, you should already have some clarity.

When asked about marketing specifically, they highlighted that the field is broad but often experience-based rather than entry-level. Building rapport with colleagues and networking widely was seen as more valuable than GPA, since network = net worth. Students were urged to maintain good impressions during internships, as marketing circles are small and reputation travels fast.

The conversation ended on a reflective note. Going on SEP, whether in Norway or Canada, was described as a way to build your personal story and sometimes even an unexpected networking advantage. The seniors also touched on burnout, urging juniors to prioritise joy, choose commitments wisely, and not succumb to peer pressure. Their final message: consistency, self-awareness, and perseverance matter more than chasing every LinkedIn trend: Believe in your own path and give 100% to what you choose.

Key Advice on Next Steps in Marketing × Business Analytics

Across the panel, the speakers agreed on a few critical points on the steps moving forward for Marketing X Business Analytics.

• Build Technical Foundations Early

Begin developing technical foundations such as Excel, SQL, and dashboarding early in Year 1 or 2. Employers expect interns to contribute meaningfully from the outset, and having these skills in place not only boosts confidence but also allows you to focus on applying insights rather than struggling with tools during your internship.

• Start Exploring Internships

Take advantage of early internships as opportunities to explore different industries and roles without pressure. These experiences help you discover what energises you and, by Year 2 or 3, will guide you toward focusing on the areas that align best with your strengths and long-term interests.

• Craft a Compelling Resume Story

Back achievements with numbers, highlight impact, and include marketing-related experience to signal credibility in applications.

• Leverage Networking Opportunities

Attend industry talks, reach out to seniors, and maintain rapport with colleagues—networking often opens more doors than GPA.

• Stay Resilient and Consistent

It’s easy to feel pressured by what others are posting online, but focus on your own path. Once you find a direction, stick with it and put in steady effort. Over time, that consistency will earn you both confidence and credibility.

Do give us a follow on our Instagram: @nusbizcare and LinkedIn: NUS Business Career Development to stay updated on future events! Written by:

Kimberly Chong

Strategic Content