Graduate Studies Blog
MSC MARKETING SCIENCE
From Strategy Simulations To Real-World Success: The MMS Journey of Three ASEAN Development Scholars
The world of marketing has never stood still, but the last few years have ushered in faster and greater change than ever before. New technologies like AI and big data are fundamentally reshaping how brands connect with audiences, challenging marketers to unlock insights, and craft consumer experiences in new ways.
For three of our current MSc Marketing Science (MMS) participants, this rapid change was the push they needed to level up their skills. Here, they share why they chose to go ‘back to school’, and how their experiences as MMS participants and ASEAN Development Scholars have helped them grow as marketers.
Thriving in the era of Marketing 5.0
After working in product marketing for three years, Anastasia Irene Handoyo realised that traditional ways of promoting product features were no longer enough.
“We’re entering the era of Marketing 5.0 – where marketing integrates AI and the Internet of Things into strategies that engage consumers and build brand loyalty.”
Like Irene, Quynh (Quincy) Vy found herself struggling to keep up with a rapidly changing landscape. “I encountered numerous challenges in various marketing roles that highlighted the need for deeper knowledge,” she explained. “At times, I felt unprepared for high-level tasks.”
“Singapore’s multicultural environment promised a rich learning experience and the chance to expand my international network,” she shared.
“To stay relevant, I needed to deepen my knowledge in many areas: consumer behaviour, technology, and even finance,” she said. “This attracted me to NBS, which offered an all-rounded MMS curriculum balancing theory and practical learning.”
The ASEAN Development Scholarship: A platform to pursue dreams
As citizens of different ASEAN countries, Irene, Quincy, and Ices found a pathway to pursue professional growth in the ASEAN Development Scholarship. This post-graduate scholarship is open to candidates from ASEAN member countries outside Singapore, and covers 100% or 40% of tuition fees.
Ices recalled her “total shock” when she got the news about clinching the scholarship. “I remember I was working, but I immediately called my parents and boyfriend to check whether I was dreaming!” she laughed. “Winning the scholarship has given me a platform to fully focus on personal growth and development.”
Beyond the freedom to focus on learning, Quincy especially appreciates the networking benefits she receives as an ASEAN Development Scholar.
“Being part of the ASEAN Scholar community means I get to connect with fellow scholars and industry professionals, creating a fantastic network to support my career goals,” she said. “It’s a chance for me to pursue my dreams with confidence.”
The scholarship application process can be challenging, with some applicants preparing for months in advance. When asked about how they approached their applications, all three scholars shared the same advice: be authentic and true to yourself.
“It’s so important to embrace who you are – your strengths and even your challenges make you special,” Quincy explained. “Sharing your story in a way that fits your major and the school culture is what really matters.”
To let her story shine through, Irene proofread and polished her essay meticulously.
“I outlined the unique strengths I bring to the table, using the STAR structure to effectively tell my story,” she said. “From September to January, I continuously revised it, seeking feedback from others to ensure my message was clear.”
An immersive learning experience
Irene, Quincy, and Ices have now completed their first trimester in the one-year MMS programme. So far, it has been an exciting journey – one filled with hands-on projects, close collaborations with course mates, and “unforgettable memories”.
“As someone with work experience, I appreciate how the programme has allowed me to revisit my existing marketing knowledge,” Quincy shared. “Most importantly, I’m learning how to logically connect every element of marketing to create meaningful and effective solutions. I’m excited to see where this knowledge will take me!”
Beyond textbook learning, the MMS curriculum is designed to immerse participants in real-world industry problems. One especially memorable experience for all three participants was the ‘Markstrat’ simulation in their Strategic Marketing module, which immersed them in the role of marketers making strategic decisions for their company.
“In a team of four, we operated like a real company and made weekly decisions on production, marketing, and sales,” Quincy described. “Each week, we eagerly awaited the results to see if our team was the most profitable company or had the highest share price index. It was a mix of excitement and nervousness every Thursday!”
This simulation gave them hands-on practice in performing thorough analysis and developing data-driven strategies – just like a real-world marketing manager. At the same time, collaborating with course mates was a fun experience that made it truly unforgettable.
“From the last position, our team rose to first place in the final week,” Ices recounted. “The experience of working hard with my team, eagerly awaiting the weekly results together, and celebrating our improvement is something I’ll always remember.”
Camaraderie across cultures
This spirit of camaraderie has created a supportive environment for MMS participants, both inside the classroom and out. Despite hailing from diverse cultures, Irene, Ices, and Quincy shared that they’ve found a welcoming home in the MMS community.
Fostered by initiatives like the ASEAN Development Scholarship – which attracts participants from across ASEAN – the current MMS cohort features a diverse mix of 17 nationalities. While Quincy initially felt daunted by being the only Vietnamese participant in her cohort, the friendships she has formed through group projects and after-class meals transcend language barriers.
“Some of my favourite memories come from long nights of pushing to meet deadlines together, yet filled with laughter and conversation,” she said. “It’s incredible how we’ve formed such strong friendships despite our different backgrounds. Sometimes I have to communicate with body language when I can’t find the right English word, but my friends understand me perfectly – how amazing is that?”
Besides the strong bonds with her peers, Ices also appreciates the warm support of the MMS professors.
“Some of the professors have gone the extra mile for us, like bringing mooncakes to class during the Mid-Autumn Festival and answering our questions late at night,” she shared. “These connections I’ve built have made my journey at NBS truly special.”
For participants keen to build their network, NBS offers rich opportunities to connect with alumni and industry professionals as well – from sharing sessions by companies to alumni networking events.
“I’ve found NBS to be very supportive in connecting us with network opportunities,” Irene highlighted. “Engaging with industry professionals and attending networking events can give me deeper insights into a company’s goals and culture.”
Laying the foundation for success
After completing their MMS journey, Irene, Quincy, and Ices each have big dreams in mind. Irene hopes to pursue a career in Singapore, specialising in brand management or consulting, while Quincy aims to land a branding or digital marketing role in a multinational company. Meanwhile, Ices reveals that her long-term goal is to start her own business.
Whatever their next steps will be post-graduation, the three scholars believe they are gaining the right foundation to reach their goals.
“The MMS programme has given me a solid foundation in advanced marketing concepts, and the hands-on projects and real-world case studies have strengthened my strategic thinking skills,” said Irene. “The technical expertise, strategic insights, and industry exposure I’ve gained from the programme will position me to achieve my ambitions and make a meaningful impact as a marketer.”
Find out more about the Master of Science (MSc) in Marketing Science (MMS) here.
