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Businesses constantly strive to captivate consumers with their brand story, often through lucrative marketing techniques. Marketers creatively combine strategies and data analytics to present the unique value that each business creates through immersive storytelling. As one of the most dynamic and prospective career fields for business students, Marketing is one of the top three chosen specializations in NUS, along with Finance and Business Analytics. Year 1 and Year 2 students thus wonder how they can know if the path of marketing is for them, what the industry is like, and what working in marketing actually entails. To address these questions, the Business Career Development Committee (BizCare) invited the Deputy Head of Department of Marketing at the National University of Singapore, Professor Li Xiuping, and fellow NUS seniors Sean Sin, Glynis Ang, and Shanna Lim, currently pursuing a career in marketing for the Marketing Internal Networking Sharing Session on 18 October 2023.
During the session, invited speakers shared personal insights about the field of marketing as a career as well as experiences as marketing interns. Practical advice was also shared on what students can do during their university years to discover their passion while honing relevant skills.
Professor Li Xiuping underscored the often-overlooked importance of the role of marketing in businesses. One way for firms to gain a competitive advantage amidst the rapidly evolving business landscape is by becoming more market/customer-oriented by clearly identifying changing consumer needs. Functions like R/D and Product Management thus require marketers to gain a thorough understanding of the current market trends and deliver useful insights, which they can use to cater to customers. Professor Li also illustrated how a comprehensive set of skills is required for proficient marketers. Competence in being creative, generating ideas, presenting, and critical thinking are some examples of the soft skills needed; whereas hard skills in data analytics and crafting good models are also critical, especially amidst today’s advancements in technology. Ultimately, marketers are those who have savvy insight into both market and consumer trends and act as a critical asset in any business.
Shanna, who currently works as a Strategy Intern at VMLY&R, emphasized that Marketing boils down to whether you have a general interest in consumer behavior and what is it about the brand that attracts customers. She expressed how there are multiple career aspects in marketing through which one can explore this core concept, all depending on personal strengths. While someone who is more creative may thrive in the fields of Social Media Marketing or Influencer Marketing, those with analytical mindsets may perform best in Marketing Analytics. Ultimately, a common consensus between the speakers was that Marketing as a career field is vast and full of possibilities: it is guaranteed that anyone can find something that suits them.
Some common misconceptions and stigmas surrounding marketing were also addressed. Glynis, a Brand Marketing Intern at Tiger Beer, explained how one’s journey in marketing should begin by eliminating the notion that Marketing consists of “fluff”. Much of the field is actually based on careful data analysis, budgeting, and strategic thinking. Sean, a Marketing Intern at Erdinger & Edelweiss, revealed how marketing actually requires a variety of skills outside the realm of creativity and social media management: capabilities commonly associated with the image of marketing.
To gain relevant skills and experiences as a marketer, the speakers agreed that having a diverse set of internship experiences during university years would be extremely beneficial. Shanna and Glynis also shared about their experiences working in agencies, and how working in an agency firm could be a good exposure to multiple areas of marketing quickly although it comes with a hectic and busy working life. Sean recommended that students should engage in student-led CCAs such as NUS MINT (Marketing Interactive), where they can actively network with seniors and industry professionals while learning about relevant skill sets and experiencing project execution firsthand.
Post-Panel Opinions from Students
I liked how the speakers were current students at NUS, as their advice felt more relatable and practical. I learned a lot about not only the marketing industry but also how I can utilize my time at university to discover if this path is right for me.
Although the speakers all shared the common experience of working as marketing interns, I liked how each one was distinct from the other and provided different lessons and advice.