MSC MARKETING SCIENCE

Equipping Herself to Further Understand the Digital Consumer

It’s clear that digital marketing is your passion. Why does it excite you?

Nikhita: Three things about the digital world excite me. First, it is ever-changing. I have to update myself and keep up with trends constantly. There is never a dull moment!

Second, technology has the power to touch so many people. It can create new experiences – and even a separate reality – for a person, which holds many amazing possibilities.

Finally, the digital world is no longer just about the company or the product, but also a lot about the consumer and his or her behaviour. Today’s marketing strategies tap into accessible technology, all at one’s fingertips, to help marketers better understand consumer behaviour.

These are very exciting developments that have made me so passionate about the field.

Could you describe the satisfaction from rolling out a digital project?

Nikhita: As I’ve worked on diverse projects across industries, I’ve had many opportunities to understand various needs. What is really satisfying is developing a particular digital solution that can answer to different business needs. When we customise a solution to solve a client’s problems, it shows that we’ve truly understood the client.

What drew you to take up the MSc Marketing Science?

Nikhita: I felt that even though I had gained experience in digital marketing, something was missing. It is, after all, just one aspect under the umbrella called “marketing”. I wanted to know more about the broader world of marketing and how it fits into the puzzle of achieving business objectives. So, I decided to embark on a master’s degree.

Actually, I was deciding between a specialised course and a generalised course with a chosen specialisation later, such as an MBA. But since I knew my career aspirations would remain in the customer/marketing space, the choice of a specialised degree, and one in marketing science, became a no-brainer for me.

And why NTU?

Nikhita: I had, in fact, done a cost-benefit analysis of the universities and programmes in Singapore. NTU stood out for me. The reputation of the university was what drew me.

I’m also impressed with the range of modules – they all pique my interest. Think Consumer Psychology; Consumer Neuroscience and Neuromarketing; Branding; New Product Development; Marketing Analytics; and more. As I was reading up on the MSc Marketing Science, I could already see how these modules would be useful for my work.

Tell us about one or two modules that you’ve enjoyed.

Nikhita: As I mentioned earlier, it has become essential to understand digital consumer behaviour. The Consumer Psychology and Consumer Neuroscience and Neuromarketing modules have been helpful towards this.

Consumer Psychology engaged us in blended learning: the two lecturers used online and offline teaching methods along with applied case-study learning. The group project was based on a real-life problem, and the client was eventually invited to the final presentations, where he gave feedback and advised on feasibility.

Consumer Neuroscience and Neuromarketing exposed me to consumer behaviour research methods that utilise less common tools. We designed our research to address a real business problem while also debating the ethics behind the employed methods.

How has your experience been like with the NTU community?

Nikhita: My coursemates come from different fields – the arts and creative industries, consulting, market research, and some are fresh graduates. It means I get to meet people from different walks of life! They sharpen my thinking as they show me how a problem can be seen from multiple perspectives.

We’ve also been able to draw on everyone’s unique strengths to create a team. Everyone produces strong work, and it’s inspiring to learn from great minds. I already know I’m forging Long-lasting friendships with my coursemates!

What is ahead for you after graduating from the MSc Marketing Science programme?

Nikhita: I hope to be an even better marketer. Through the programme, I’ve become a better team player, researcher, and public speaker. I’m excited to take the hard and soft skills gained from the programme into my profession and conquer real problems from different perspectives.

Talk to us today to find out more about the MSc Marketing Science programme. Click here to book an appointment with us.

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