Bridging Academia and Industry: A Postgraduate's Career Transformation from Chinese Studies to Marketing Strategy

Background and Career Path

1. Could you please introduce yourself—your name and age?

Hi everyone, my name is Koh Sin Yee, and I'm 27 years old.

2. What course did you pursue in your postgraduate studies?

Master of Arts in Chinese Studies

3. What is your current job role, and what does it involve?

I'm a digital marketing executive. My primary role involves managing and integrating advertisements into our app. This includes strategizing and executing ad campaigns to maximize user engagement and revenue. Additionally, I handle various marketing activities such as content creation, social media management, and analyzing user data to optimize our marketing efforts. My responsibilities also extend to collaborating with the development team to ensure seamless ad integration and enhancing the overall user experience.

4. What initially motivated you to enter this industry, and how did you get started?

My initial motivation for entering the digital marketing industry stemmed from my love for reading. I have always enjoyed exploring different reading apps, which sparked my interest in how these platforms operate and engage users. This passion led me to pursue a career in a software development company, where I could combine my interests in reading and technology. I started by gaining hands-on experience in app development and gradually transitioned into digital marketing, where I could leverage my knowledge of the industry to create effective marketing strategies.

5. How do you view the future of your industry—any trends or developments you think are important?

I see a bright and dynamic future for the digital marketing industry, with several key trends and developments shaping its landscape. One major trend is the increasing importance of personalized marketing. As data analytics and AI technologies advance, marketers can create more tailored and relevant content for individual users, enhancing user experience and engagement.

Another significant development is the growing influence of video content. With platforms like TikTok and YouTube continuing to dominate, incorporating video into marketing strategies is becoming crucial. Additionally, the rise of short-form videos and live streaming offers new opportunities for real-time engagement and interaction with audiences.

Overall, staying adaptable and innovative in response to these trends will be key to success in the future of digital marketing.

Impact of Postgraduate Studies

1. How has your postgraduate education benefited your work or changed your perspective in your field?

My postgraduate education in Chinese Studies has significantly benefited my work and altered my perspective in several ways. Firstly, my studies have honed my research and analytical skills. The rigorous academic environment required me to analyze complex texts, conduct thorough research, and present well-founded arguments. These skills are directly transferable to digital marketing, where data analysis and strategic planning are key components.

Additionally, my postgraduate education has broadened my worldview and enhanced my ability to think critically about various cultural and societal issues. This broader perspective helps me approach marketing challenges with a more holistic and nuanced understanding, allowing for more innovative and culturally sensitive solutions.

Overall, my Master's in Chinese Studies has equipped me with both the practical skills and the cultural insights necessary to excel in the digital marketing industry.

2. In what ways has the postgraduate experience influenced or even reshaped your career goals?

My postgraduate experience in Chinese Studies has profoundly influenced and reshaped my career goals in several meaningful ways. Firstly, the advanced research skills and critical thinking developed during my postgraduate studies have encouraged me to pursue roles that involve strategic planning and data analysis. I now aim to leverage these skills to drive data-driven marketing decisions, enhancing the precision and impact of marketing efforts.

Additionally, my postgraduate journey has highlighted the importance of continuous learning and adaptation in an ever-evolving industry. This realization has reshaped my career goals to include a commitment to lifelong learning and staying abreast of the latest trends and developments in digital marketing and technology.

3. Have you worked before pursuing your postgraduate studies? If yes, how does your postgraduate studies impacted you after going back to industry?

Yes, I worked as a book editor before pursuing my postgraduate studies. My role involved proofreading books, and during this time, I often found myself deeply intrigued by the content and questions posed by the authors. This sparked a desire to delve deeper into research to understand these issues more thoroughly, leading me to pursue a Master's in Chinese Studies out of genuine interest.

Returning to the industry after completing my postgraduate studies, I found that my experience significantly impacted my professional approach. My enhanced research skills and critical thinking abilities have allowed me to analyze content and market trends more effectively. This academic background has also enriched my perspective, enabling me to incorporate a deeper cultural understanding into my work, which is especially valuable in crafting nuanced and resonant marketing strategies.

Additionally, the transition from editing to a more research-focused role has equipped me with a strong foundation in both detail-oriented tasks and big-picture thinking. This balance is crucial in digital marketing, where precision in execution and strategic vision are both essential for success. My postgraduate studies have thus not only broadened my knowledge but also refined my analytical and strategic skills, making me more adept at addressing complex challenges in the industry.

Career Goals & Aspirations

1. What are your career goals after completing your postgraduate studies?

After completing my postgraduate studies, my career goals have become more defined and ambitious. I aspire to take on leadership roles where I can influence strategic decisions. Whether as a marketing director or a team lead, I want to guide and mentor teams, using my research skills and cultural insights to drive innovative marketing strategies.

2. Has this experience altered your long-term career aspirations or ambitions?

Yes, my postgraduate experience has significantly altered my long-term career aspirations and ambitions. Additionally, my postgraduate experience has piqued my interest in the intersection of technology and marketing. I am now more ambitious about exploring how emerging technologies like AI, AR, and VR can revolutionize marketing practices, aiming to be at the forefront of this integration.

Job Market & Opportunities

1. How prepared are you for the current job market, given your skills and experience?

My postgraduate studies in Chinese Studies have given me a deep understanding of cultural nuances, which is increasingly valuable in a globalized market. This cultural competence allows me to create more effective and resonant marketing campaigns for diverse audiences.

The rigorous research training I received has sharpened my analytical skills. I can effectively analyze market trends, consumer behavior, and campaign performance to make data-driven decisions, which is crucial for optimizing marketing strategies.

2. What factors are most important to you when applying for a job, such as salary, work-life balance, career growth, or location?

When applying for a job, several factors are crucial to me, including:

Career Growth and Development: Opportunities for professional growth and development are paramount. I seek roles that offer clear paths for advancement, ongoing training, and the chance to work on challenging projects that enhance my skills and knowledge.

Work-Life Balance: Maintaining a healthy work-life balance is essential. I value employers who respect personal time and promote a flexible work environment that allows for a balance between work responsibilities and personal life.

Company Culture: A positive and inclusive company culture is important to me. I look for organizations that foster collaboration, innovation, and support, and where employees feel valued and motivated.

Salary and Benefits: Competitive salary and comprehensive benefits are important considerations. I seek compensation that reflects my skills and experience, along with benefits such as health insurance, retirement plans, and other perks that contribute to overall job satisfaction.

Location: The location of the job plays a role, especially in terms of commute time and the cost of living. While I am open to relocation for the right opportunity, I prefer locations that offer a good quality of life and are conducive to my personal and professional goals.

3. Have you thought about working abroad, or do you have a preference for staying in your home country?

Yes, I have thought about working abroad. I find the idea of gaining international experience exciting and enriching. Working in a different cultural and professional environment would not only broaden my perspective but also help me develop new skills and insights that could benefit my career. I'm particularly interested in roles that offer global exposure, allowing me to contribute to international projects and collaborate with diverse teams. While I value my home country, working abroad could open up new opportunities for growth and personal development.

Challenges & Concerns

1. What are your biggest concerns about entering the workforce after graduation?

One of my biggest concerns about entering the workforce after graduation is that my proficiency in Chinese might limit my career opportunities, especially if roles require a strong command of other languages. While Chinese is a valuable skill, I worry that my proficiency in other languages might not be as competitive, which could narrow the range of industries or international roles available to me. However, I’m determined to continue improving my language skills and look for ways to bridge this gap to expand my career options.

2. Have you faced any challenges or obstacles in applying for jobs or making the shift from academia to industry?

Yes, I have faced challenges in transitioning from a Chinese literature background to the marketing field. The shift from academia to industry required me to learn many new concepts and skills, especially in areas like digital marketing, data analysis, and strategic planning. While my academic experience has provided me with strong research and analytical skills, the practical application of these in a fast-paced, results-driven environment has been a learning curve. However, I am committed to continuously improving and adapting to the marketing industry to bridge this gap and excel in my career.

Advice for Future Graduates

1. Do you have any advice for postgraduate students who want to make a meaningful impact in this field?

My advice for postgraduate students who want to make a meaningful impact in this field is to be bold. Don't be afraid to seize opportunities, even if they seem daunting at first. You never know what you're capable of until you try. There’s unlimited potential for growth and learning in the industry, and the most impactful professionals are often those who take risks, innovate, and think outside the box. Stay curious, embrace challenges, and be proactive in seeking opportunities that align with your passions and strengths. The journey may be tough, but the rewards can be significant.

- Interviewed and prepared by PGSC 2024/2025