On The Cutting Edge: A Day In The Life Of A Programmatic Marketer

by Nanyang Business School | Jul 30, 2024 | MSc Marketing Science

Graduate Studies Blog

MSC MARKETING SCIENCE

On The Cutting Edge: A Day In The Life Of A Programmatic Marketer

When Devesh Shahi was studying for his Bachelor’s in electronics engineering, he never dreamt that he would take the leap into a thriving marketing career.

“In India, we like to say that you have to become a doctor or an engineer either,” he joked. “That’s why I went into engineering.”

After graduation, he interned with a digital advertising company and became intrigued by the fast-paced world of programmatic advertising. He landed a role in GroupM India as a Programmatic Executive, but soon realised he had many gaps in his marketing knowledge.

“If I wanted to pursue a marketing career, I needed to learn the basics of marketing,” he explained. The MSc Marketing Science (MMS) programme by Nanyang Technological University (NTU) fit his needs perfectly: “I liked that it was an all-rounded programme, covering everything from basics including Branding to technical courses such as Marketing Analytics.”

One year after wrapping up his MMS journey, he gives us a peek into his dynamic life as a Senior Performance Programmatic Executive at GroupM Nexus. Here, he takes us behind the scenes of programmatic ad buying and shares what excites him about his daily work.

A day in the life of a programmatic expert

If you’ve recently noticed ads for Singapore F1 tickets popping up as you browse online, some might be Devesh’s work. As a programmatic expert, he uses cutting-edge algorithmic software to place digital ads and target the right audiences efficiently.

Unlike traditional advertising, programmatic advertising automates the buying and selling of online ad space in real-time. When you click on a publisher’s website or app, algorithmic software analyses your activity data to pinpoint the most relevant ads for you. The software then calculates bids for the ad spot based on the advertiser’s budget and strategies, and the ad with the winning bid is served to you – all within milliseconds.

For advertisers to reach target audiences cost-efficiently, they need skilled marketers like Devesh to plan, manage, and optimise their buying. Devesh’s typical day begins with campaign tracking, where he monitors whether clients’ campaigns are on track to reach KPIs.

“My entire day is shaped around troubleshooting campaigns that aren’t performing well,” he explained. “This ensures that we achieve the client’s goals by the end of the campaign.”

When new client campaigns come in, Devesh collaborates with other teams to set up the campaigns. “First, the Media Planning team will strategise a media plan based on the client’s requirements and goals,” he shared. “I’ll look at the plan to ensure the KPIs are achievable before setting up the campaign on the respective platforms such as Google Ads.”

Devesh handles campaigns for a range of prestigious clients in Singapore, including Grab and Kimberly-Clark. The most satisfying part of his job, he said, comes from spotting the ads he’s put up.

“It’s very exciting when I see the ads I’m responsible for on digital screens around MRT stations and bus stops,” he said. “With the Singapore Grand Prix coming up, I’m also seeing the F1 ads I put on YouTube. That excites me a lot.”

Unlocking a more global career

Devesh had been keen on working in Singapore for some time. “When I was working in GroupM India, I collaborated with our head office in GroupM Singapore,” he recounted. “That’s when I realised that Singapore is a hub for the head offices of major companies.”

He attributes his success securing a role at GroupM Singapore to his MSc Marketing Science journey at NTU’s Nanyang Business School. “I didn’t apply for the job – the HR team noticed my profile and contacted me directly on LinkedIn,” he revealed. “I think having a marketing degree from NTU made a huge difference in my resume.”

Regarding marketing, cultural dexterity is key – every market has its cultural nuances. Devesh’s MMS experience gave him a hands-on understanding of Singapore as well as regional contexts, enabling him to excel in the interview.

“Modules like Branding and Consumer Psychology offered a lot of case studies related to the region. For example, we did a case study on Singapore Airlines’ ‘Singapore Girl’,” he said. “Such case studies equipped me to demonstrate my knowledge of the Singapore market in my interview.”

Keeping pace as marketing evolves

Beyond cultural competence, Devesh has gained the confidence to take on a fast-changing marketing landscape through the MMS programme.

Digital marketers must constantly adapt to new technologies and trends on the horizon, such as Google’s phaseout of third-party cookies in Chrome by 2025. Since third-party cookies enable tracking users’ browsing activities and targeting them with ads, a cookieless future will have widespread repercussions for programmatic experts like Devesh.

“During the MMS programme, we touched on this topic in various modules,” he shared. “How can we adapt to having less audience data? How can we bring in new sources of data?” When his team at GroupM Singapore confronted similar questions, he was prepared to suggest potential courses of action.

Most of all, Devesh’s MMS journey has built the foundations of his marketing knowledge from scratch, giving him the tools to make strategic recommendations and deliver excellent results.

“Before the MMS programme, I didn’t understand why a media plan would be different based on whether it’s an awareness campaign, a conversion campaign, and so forth,” he recalled. “My engineering mind only understood that the numbers were achievable, but not the strategy behind it.”

Having gained a comprehensive understanding of marketing frameworks, Devesh can now better optimise campaigns and suggest strategies to his Media Planning colleagues.

“For example, I handled F1 campaigns where ads on YouTube Shorts weren’t performing well,” he explained. “So I recommended that for next month, we should focus on YouTube rather than YouTube Shorts to give us better results.”

From zero to 360°

With his newfound insight into the strategic side of marketing, Devesh is keen to grow his career towards media planning in the future.

“As a media planner, I would have the chance to talk to clients and campaign strategise with them. I think this will help me grow a lot in my career,” he said. “The MMS programme has made me confident that I have the right knowledge of marketing to get into strategic roles.”

Unsurprisingly, Devesh’s journey has inspired others to follow in his footsteps. He shared that he sometimes receives LinkedIn messages from students in India who are considering applying for the MMS programme.

“Often, engineers or commerce students come to ask me, ‘I want to pivot towards marketing. Is this a good course?’” Devesh said.

“I think it’s the perfect course for anyone with zero knowledge of marketing, because you get a 360-degree experience of everything: from traditional marketing to newer areas like AI in marketing. After graduating, you’ll have many roles open to you.”

Find out more about the MSc Marketing Science programme here.

Download MSc Marketing Science Brochure

MSc Marketing Science

Marketing

Digital Marketing

Programme Experience

Leading with values – Gabriel’s journey of lifelong learning and community service

by Nanyang Business School | Jul 1, 2024 | Nanyang Executive MBA

Graduate Studies Blog

NANYANG EXECUTIVE MBA

Leading with values – Gabriel’s journey of lifelong learning and community service

Gabriel Lam manages operations for one of Singapore’s busiest family-run logistics companies – but it could have been very different had he followed his initial passion.

The Chief Operating Officer (COO) of logistics firm Shalom Movers once aimed for a career as a hotelier. However, his plans changed when he returned to Singapore in 2007 after earning his travel industry management business degree.

“My path was to go into the hospitality industry, not the family business, but there was a need for me to step in,” he tells us.

Shalom Movers was founded in 1982 by his father. He and his brother Gideon – now the company’s CEO – got involved early on. “Growing up in a family business, you knew that you play a part one way or the other,” Gabriel recalls.

Having risen to a key position in Shalom Movers, Gabriel realised he needed to improve his skills to enable better the company’s positive impact on his workforce and society.

Aligned with professional and personal values

By 2020, Gabriel Lam chose to embark on the Nanyang Executive MBA (EMBA), a decision catalysed by what he describes as “a series of events.”

First, he received a Skillsfuture fellowship in 2019, which included an incentive to upskill through two short courses. “I wanted something more impactful,” he recalls – instead of two courses, Gabriel wanted to pursue a full programme that aligned with both his professional commitments and his values.

“After comparing my options, I felt that the Nanyang EMBA programme suited me best,” he explains. “It allowed the flexibility to continue with my work, stay close to my family, and perform my other duties and commitments.”

More importantly, “the courses are also regularly refreshed to stay relevant to the current climate,” Gabriel recalls. The modules covered many topics close to his entrepreneurial heart, from business negotiations to cultural intelligence and leadership.

Applying Nanyang EMBA’s lessons in sustainability

One particular module left an outsized impression on Gabriel: corporate sustainability. The module was grounded in one of the Nanyang Business School core principles, “transform for sustainability“, reflecting the institution’s conscientious approach towards addressing broader societal issues.

Gabriel took Nanyang EMBA’s sustainability lessons to heart and applied them to Shalom Movers’ operations.

Sustainability was already a good fit for Shalom Movers: the company actively nurtures a culture of family and inclusivity. “My parents actually started this, and I merely helped to cultivate it,” Gabriel says.

In Gabriel’s view, sustainability breaks down into environmental and social factors. Shalom Movers has made significant headway on its environmental impact, promoting green practices in its day-to-day processes.

“We are more aware of our carbon footprint and how to reduce it,” Gabriel explains. “Shalom uses green warehouses where we reuse, recycle, and repurpose. We have also planted trees, aligning with Singapore’s goal to plant a million trees.”

Lifelong learning, from C-suite to lower ranks

About sustainability’s social factor, “we have been practising inclusive hiring for some time,” Gabriel explains, pointing to Shalom Movers’ proactive stance in employing individuals from diverse backgrounds, including those with disabilities.

Shalom Movers also actively participates in social programmes like the Yellow Ribbon Project – an initiative that helps rebuild ex-convicts’ lives by giving them a fresh career start. “It’s done in a nurturing ecosystem, where mentors and myself are involved in their rehabilitation journey,” Gabriel says.

Additionally, Shalom pursues “Lifelong Learning” as a core value, which translates to ongoing upskilling and job redesign programmes for its employees.

Figure 1: Gabriel with his team at Shalom Movers

About sustainability’s social factor, “we have been practising inclusive hiring for some time,” Gabriel explains, pointing to Shalom Movers’ proactive stance in employing individuals from diverse backgrounds, including those with disabilities.

Shalom Movers also actively participates in social programmes like the Yellow Ribbon Project – an initiative that helps rebuild ex-convicts’ lives by giving them a fresh career start. “It’s done in a nurturing ecosystem, where mentors and myself are involved in their rehabilitation journey,” Gabriel says.

Additionally, Shalom pursues “Lifelong Learning” as a core value, which translates to ongoing upskilling and job redesign programmes for its employees.

Transforming with technology in a traditional industry

Gabriel also took the Nanyang EMBA’s insights on technology and digital transformation to heart. The Nanyang EMBA’s overseas segment at the University of California (Berkeley), US, had given him an invaluable immersion in the Silicon Valley tech landscape.

“You have to think out of the box in Silicon Valley and understand that there are many different ways things can be done,” Gabriel recalls. “That’s essential for learning to be a leader.”

Gabriel understood that technology would be crucial in revolutionising Shalom Movers’ operations. “We were one of the first movers in the industry,” Gabriel recalls; Shalom Movers had embraced digitalisation long before his competitors and is now developing in-house tools and expertise to unlock new avenues for customer engagement.

Surprisingly, Gabriel has paired this technology-forward approach with some surprising insights from his original career passion. “Over time, we’ve also incorporated elements of the hospitality industry into the business – for example, in customer service and people management,” he tells us.

Leaning on pillars of support

Gabriel understood the Nanyang EMBA journey would have its challenges –sacrificing precious sleep and adjusting family schedules among them. He found the ability to soldier on with plenty of “support from four strong pillars: my faith, my family, my colleagues and my friends.”

Gabriel also cherished the Nanyang EMBA’s enduring cohort connections. These bonds provided academic support and camaraderie; their conversations helped “stretch my thinking and make me question my decisions a little more,” Gabriel says. “Even now, years after completion, we still have regular monthly breakfasts together.”

Gabriel notes that some in his cohort share his love for lifelong learning – “many have gone on to enrol for more courses,” he tells us. Gabriel has since earned Public Leadership Credentials at the Harvard Kennedy School of Government post-Nanyang EMBA.

From grassroots to a more thoughtful leadership

Outside the office, Gabriel has invested significant time and effort in making a positive impact for his fellow Singaporeans.

During the pandemic, Gabriel helped set up the Chong Pang Digital Initiative, which distributed refurbished laptops to students facing challenges in their home-based learning. His work on this project and others within Nee Soon GRC earned Gabriel the Public Service Medal (Covid-19).

These accolades and the outcomes he’s driven at Shalom Movers showcase the profound impact of lifelong learning supported by an ethical point of view. Reflecting on his journey, Gabriel acknowledges the transformative effect of the Nanyang Executive MBA, noting, “It has made me a better leader, a more caring leader, a more thoughtful leader.”

For executives looking to follow in his footsteps, Gabriel underscores the indispensable role of support from friends, family, and colleagues. “To succeed, I think strong support is needed,” he asserts.

About the Nanyang Executive MBA

The Nanyang EMBA provides seasoned business leaders like Gabriel with the essential tools for purposeful leadership in today’s hyper-connected economy. Its part-time format allows for integration with work commitments, enabling focused attention on both career and education. The programme’s flexibility, spanning from 13 months to two years, caters to diverse professional demands, ensuring no compromise on career advancement.

Visit our website at https://bit.ly/NanyangExecMBA or download the brochure to learn more about the programme and available funding options.

Download the Nanyang Executive MBA brochure

Click here to learn more about the Nanyang Executive MBA programme or contact us at execmba@ntu.edu.sg.

Nanyang Executive MBA

Nanyang EMBA

Leadership Development

Leaders

Community Service

Lifelong Learning

Evolving in the Face of Change

by Nanyang Business School | Jul 1, 2024 | Nanyang Executive MBA

Graduate Studies Blog

NANYANG EXECUTIVE MBA

Evolving in the Face of Change

Even with 20-plus years of experience in the semiconductor industry, NTU alumnus Loon Keong Lew felt there was still much room to grow and learn.

After decades overseeing quality control at the world-leading memory manufacturer Micron, he’s taking on an expanded role as Senior Director for Global Quality at Micron Technology, leading quality improvements in the manufacturing environment.

Nonetheless, Loon Keong felt he needed to fill a few knowledge gaps and expand his understanding of other factors that affect the semiconductor business. This includes mastery of the financial impact on the supply chain and the dynamic nature of artificial intelligence, amongst many different things.

“I thought my business acumen was something I should continue to develop,” he tells us.

Beyond on-the-job learning, Loon Keong felt he needed a more structured learning environment governed by a comprehensive curriculum. He decided the Nanyang Executive MBA (EMBA) programme was the right fit.

Invaluable lessons beyond the classroom

The programme’s innovative and interdisciplinary curriculum and the institution’s exceptional standing in global university rankings year after year, made it an obvious choice for Loon Keong. Nanyang Business School is a premier business school within Nanyang Technological University, which ranks 15th globally in the 2025 Quacquarelli Symonds (QS) World University Rankings.

The Nanyang EMBA’s overseas segments also played a part in sealing the decision. Nanyang EMBA participants spend a few weeks learning at the University of California Berkeley (UC Berkeley), USA, and Tsinghua University School of Economics and Management (Tsinghua), China.

Through these segments, EMBA participants gain direct access to the professors, insights and learning environments of two leading universities in both East and West. “We get to listen and interact with business leaders in the US and China,” Loon Keong explains. “We’re able to understand their perspectives, giving us real-world insights about the current business climate.”

In the Tsinghua segment, Loon Keong was exposed to China’s innovative business ecosystem. Nanyang EMBA participants studied the interrelationships between the government and private sectors and explored how Chinese government decisions have impacted major international business decisions.

“I can appreciate the thinking process behind government actions,” Loon Keong shares. “That actually helped me react and explain those decisions to my team.”

Loon Keong shares. “That actually helped me react and explain those decisions to my team.”

Reshaping leadership approaches

At UC Berkeley, Loon Keong participated in a leadership accelerator module giving him “a better understanding of why my leadership style is the way it is, and what I can change to be a better leader,” Loon Keong explained.

Loon Keong’s previous leadership style reflected a traditional Asian tendency to avoid conflict and shy away from confrontation. At the leadership accelerator, he learned that a bit of conflict was necessary to spark innovation within his team. “That was an ‘aha’ moment for me,” he says.

Both segments “definitely gave me very real-world insights about the current business climate,” Loon Keong says, a particularly valuable takeaway given his industry’s VUCA (volatility, uncertainty, complexity, and ambiguity) business environment.

“The semiconductor business is very fast-paced, dynamic, and even unpredictable,” he explains, using the example of generative AI. “Two years ago, nobody even thought about that,” he recalls. “Suddenly, this trend starts picking up and affecting everyone, including my company! As a leader, how do we prepare our workforce for it?”

Thinking outside his department

Three modules in the Nanyang EMBA stood out the most to Loon Keong due to their relevance to his career: Knowledge and Technology Management, led by Prof. Vijay Sethi; Cultural Intelligence, taught by Prof. Ng Kok-Yee, and Talent Management, led by Prof. Olexander Chernyshenko.

“Knowledge and Technology Management taught us what kind of business logic we should apply based on different situations,” he explains. “Cultural Intelligence prepared me to navigate through different cultural situations, while Talent Management changed my perspective on internships and showed me how it’s one way to build up human capital quickly.”

Modules like these have helped Loon Keong to think beyond his forte in quality control and study other angles, including the industry’s supply chain and financial aspects. As a Senior Director, he acknowledges how important it is to consider different points of view on board, not just his own.

“By being able to appreciate their pain points and all these things, I’m able to provide a better solution to address the needs from all sides,” he asserts.

Learn, unlearn and relearn

In the ever-changing semiconductor industry, professionals must be committed to upgrading their skills to move with the times. Loon Keong has been leading the charge for upskilling at Micron and taking it further by encouraging colleagues and direct reports to consider joining the Nanyang EMBA programme.

“After the EMBA, I was able to share the things that I learned, which I find very useful,” he says. “I think that prompted them to consider taking up the EMBA as well.”

As an added incentive, Loon Keong tells them about Micron’s Advanced Education Program for upskilling, which underscores the company’s commitment to providing opportunities for higher learning and continuous employee development. Through such arrangements, employees can worry less about the financial aspects and focus more on the Nanyang EMBA experience.

When asked what advice he offers colleagues who wish to follow in his footsteps, Loon Keong emphasizes how the Nanyang EMBA is about challenging one’s assumptions.

About the Nanyang Executive MBA

The Nanyang EMBA has allowed working executives to gain the insights, skills and knowledge they need to stay agile and relevant in this fast-paced business climate.

This 13-month part-time programme serves more senior executives looking for more flexibility in terms of schedule, with the option to stretch the programme duration to two years to meet work demands.

To learn more about the programme and the funding options available, visit our website or download the brochure to find out more. ###

Download the Nanyang Executive MBA brochure

Click here to learn more about the Nanyang Executive MBA programme or contact us at execmba@ntu.edu.sg.

Nanyang Executive MBA

Nanyang EMBA

Leadership Development

Leaders

Micron

Global Leadership: A Japanese Executive’s Journey

by Nanyang Business School | Jul 1, 2024 | Nanyang Executive MBA

Graduate Studies Blog

NANYANG EXECUTIVE MBA

Global Leadership: A Japanese Executive’s Journey

5 minutes to read

In a world defined by volatility, uncertainty, complexity, ambiguity, and hyperconnectivity (VUCAH), staying ahead of industry disruption depends on constant learning.

For Masato Suematsu, Chairman of ADK Global Thailand and head of strategy for ADK’s entire APAC operation, VUCAH is something he deals with every day. As a Nanyang Executive MBA (EMBA) alumnus, he’s particularly well-prepared to deal with it, too.

As chairman of ADK Thailand Group, Masato oversees his Bangkok-based ad agency’s “big picture” factors like profits and losses, and also nurtures a newly-formed boutique ad agency, SCRUM. As chief strategy officer of the ADK Global network (what he calls his “night job”), Masato oversees client and corporate strategy for a sprawling regional advertising network.

Masato rose to his position just as the hyper-fragmented digital media landscape disrupted the global “traditional media” status quo. How was he able to stay on top of these changes – and how did the Nanyang EMBA help him reap major dividends from this disruption?

Media landscape shifting under their feet

Masato’s present roles feel far removed from his previous job as a media planner at ADK’s Tokyo headquarters., “In the early 2010s, I was in a position to plan and develop marketing strategies for many national brands in Japan,” Masato recalls.

Even then, Masato recognised that the media terrain was rapidly digitalising – changing the rules of the game. “A lot of social media touchpoints were booming – like TikTok, Facebook, and X,” Masato tells us. “And they’re all fragmented.”

Traditional agencies like ADK were at increasing risk of falling behind, as the shift to digital platforms required a radically different approach to media strategy and placement.

“We have to think about how we can incorporate digital media into our new solutions, not just relying on revenue from mass media,” Masato recalls. “So I started to consider the next step for my career.”

At work, Masato’s advocacy for the planning function caught the attention of ADK’s Chief Strategy Officer. “He offered me the chance to study abroad, with the company sponsoring me to pursue an MBA,” Masato explains.

In a bit of good timing, ADK had just established ADK Global to oversee its branch offices throughout the Asia-Pacific. The new group had established its headquarters in Singapore, prompting Masato to focus on his MBA options there. “In Singapore, I’d get a good opportunity for both studying and working,” he explains. “This naturally led me to Nanyang Business School’s EMBA programme.”

Bridging cultural gaps

With its intercultural on-campus immersion and carefully-crafted modules, the Nanyang EMBA manages to give participants like Masato a well-rounded perspective that expands on their executive experience.

The Cultural Intelligence module, for example, demystifies the factors behind interpersonal cultural differences, while empowering EMBA participants to bridge these gaps in their respective organisations.

Cultural intelligence comes into play every time Masato networks with individual branch offices in APAC. “When I brief the team in Singapore, I have to be very clear on the scope of work, and define everything in detail,” Masato explains. “But the Thai team needs space to think about it by themselves.

“The brief is the same, but I have to talk in a different way for each,” Masato tells us. “I consider cultural intelligence to be essential for those in a leadership position in business within Asia, or aspiring to be.”

Silicon Valley: entrepreneurship and energy

The Nanyang EMBA also includes international modules at top global universities, including the University of California, Berkeley, and Tsinghua University in China. Through these modules, EMBA participants see first-hand how the world’s largest economies are conceived and run.

Even now, Masato fondly recalls his time at UC Berkeley, and “the energy of ambitious individuals from Silicon Valley.” Here, he learned that entrepreneurship doesn’t always look like one person building a business from scratch: it can also look like a large company rebuilding business models or developing new products and services.

“In any large corporate group, the growth of existing businesses eventually reaches a plateau,” he says. “Before that happens, it is crucial to sow the seeds of new businesses – with some of them growing into future core businesses.”

Masato put this principle to work recently, as he oversaw two M&A projects in the APAC region. The target acquisitions managed the lower part of the customer funnel, complementing ADK’s traditional focus “on the top of the funnel – acquiring potential customers.”

Putting the Nanyang EMBA experience to work

Since completing the EMBA programme in 2017, Masato has been able to put its lessons to work on a regular basis.

Upon his appointment as CEO of ADK Thailand, Masato realised that a single client was responsible for over 80% of the agency’s revenue — “eventually, they’re going to stop or they’re going to decrease spending,” he explains, which actually came true before the ink on his appointment papers had dried.

It was a tough time to start restructuring an agency. The pandemic was in full swing: not an ideal time to pitch for new clients or replace long-standing staff. Indeed, the company experienced significant losses as Masato hired new talent more suitable for future business.

Today, as a result of Masato’s restructuring efforts, ADK Thailand’s talent and client portfolio are far healthier. “Our reliance on that particular client is now decreasing from 80% to 50%,” he says. “It’s still high but it’s good.”

How executives benefit from the Nanyang EMBA

Masato believes the Nanyang EMBA programme can be quite beneficial to Japanese executives, particularly those who want to explore careers and opportunities outside of their homeland.

“I think the best fit is someone who has an interest in growing their business in Asia – someone interested in this emerging market region,” he explains. “The diversity of the cohort and the focus on Cultural Intelligence in Nanyang EMBA enables you to communicate beyond cultural barriers.

“The various frameworks you will learn will assist you in sharing your tacit knowledge as formalised knowledge within the organisation. And the network you build will support you when applying what you have learned in the Asian market,” he concludes.

To truly succeed in one’s Nanyang EMBA programme, participants should, in his opinion, “create their own opportunities for practical application, in addition to the excellent learning opportunities,” he says. “By doing so, the return on your investment in yourself will be even greater.”

About the Nanyang Executive MBA

The Nanyang EMBA provides seasoned business leaders like Masato with the essential tools for purposeful leadership in today’s hyper connected economy. Its part-time format allows for integration with work commitments, enabling focused attention on both career and education. The programme’s flexibility, spanning from 13 months to two years, caters to diverse professional demands, ensuring no compromise on career advancement.

Visit our website at https://bit.ly/NanyangExecMBA or download the brochure to learn more about the programme and available funding options.

Download the Nanyang Executive MBA brochure

Click here to learn more about the Nanyang Executive MBA programme or contact us at execmba@ntu.edu.sg.

Nanyang Executive MBA

Nanyang EMBA

Leadership Development

Japanese Alumni

Global Leadership

Master Global Leadership & Cultural Dexterity with the Nanyang Executive MBA

by Nanyang Business School | Jun 11, 2024 | Nanyang Executive MBA

Graduate Studies Blog

NANYANG EXECUTIVE MBA

Master Global Leadership & Cultural Dexterity with the Nanyang Executive MBA

Effective leadership requires more than strong communication skills in today’s volatile business landscape. To thrive, adopting a global mindset is more vital than ever. 

This is the perspective Yoshigou Fujii plans to take with him as he finishes up his Nanyang Executive MBA (EMBA). As Vice President and Executive Officer of software solutions provider SAP Japan, Yoshigou Fujii is part of a new generation of leaders in the Asia-Pacific (APAC) region, and he hopes to see more Japanese executives joining him in this group. 

“Japan’s total revenues are 30% of SAP APAC’s crucial market,” he explains. “However, only three Japanese people are leaders.”

This is a situation he hopes to reverse. And thanks to his newly minted Nanyang EMBA, he now has the tools he needs to bring that outcome about. “I hope to create an environment where SAP Japan members can have a stronger presence and play a greater role in shaping the future,” he shared at the start of the programme.

Now that he’s nearing the finish line, how much has he learned since the last time we talked to him, and what are his plans for the future?

Adjusting Leadership Style for a Global Setting

As he completes the final stages of the Nanyang EMBA, Yoshigou reflects on how the course has helped him contextualise his management and leadership style for a larger, more global setting.

“We Japanese have a very conservative culture – we do indirect communication. We need to develop a mindset that increases participation in our business, creating a diverse environment,” he says.

The Nanyang EMBA provided an ideal environment for developing that mindset. Vigorous discussions with fellow EMBA participants are a daily feature of the programme, as is a multicultural cohort that exposes participants to different points of view.

“Through the Nanyang EMBA programme, I was able to systematically evaluate my management and leadership style with my other classmates,” he says.

Dealing with a Globalised, Polarised World

Yoshigou recently returned from attending the Nanyang EMBA immersion segments at the University of California, Berkeley (UC Berkeley) in the United States and Tsinghua University in China. 

These segments offer participants the chance to gain an East-West perspective, which is increasingly invaluable in a business environment that’s simultaneously becoming more globalised and polarise. The lessons learned were fresh in Yoshigou’s mind.

In particular, Tsinghua University’s course on doing business in China stood out. “China has an environment where startups can thrive,” he recalls. “China has a very active startup environment, even more than Japan’s.”

“China’s speed and growth mindset also inspires me,” Yoshigou says. He admired the Chinese’s willingness to embrace innovation and the need for speed.

On the other hand, the UC Berkeley segment took place in the US’s Silicon Valley, an ideal place to learn about entrepreneurship and corporate innovation. Here, he learned about the seven-stage “failure value cycle”, which sheds light on the role of failure in an entrepreneur’s innovation and value-creation process. 

“To innovate as entrepreneurs, we shouldn’t be afraid of failure; in fact, we should welcome failures as opportunities,” he says. “If I’m not failing some of the time, then I might be playing it too safe—I need to keep that in mind if I run my own business in the future.”

Sponsoring the SPAN Project

Yoshigou took particular pride in the Strategy Projects At Nanyang (SPAN) module, where he and his team consulted for his company, SAP. “Our SPAN’s project theme was a go-to-market (GTM) plan for SAP’s Indonesian market,” he shares. 

Nanyang EMBA allows participants to bring their company projects on board, a unique benefit for companies as it helps them save substantially on consultancy and feasibility study fees.

Given the project’s SAP focus, Yoshigou was able to take on a leadership role in the team, helping him further align his skills in this area within a global context. “Co-working and co-studying with a diverse team of six different nationalities, cultures, and backgrounds helped broaden my leadership skills for the future,” he says.

Preparing for a Technology- and AI-Driven Future

In time, Yoshigou hopes to build a young, driven team fully prepared to deal with upcoming disruptive technologies. “SAP now focuses on AI and machine learning, the latest technologies, and cutting-edge technologies,” he recalls, explaining that he shared these learnings with his SPAN team. “In the next two to three years, we’ll see many more ideas going forward.”

At the same time, he plans to use what he’s learned at Nanyang Business School to develop resilient, innovative, up-and-coming leaders in his organisation. “We want to accept more foreign people and add more diversity,” he says. “I also want to create an environment where they’re not afraid to challenge my point of view as a leader.”

As he wraps up his EMBA experience, Yoshigou notes that even older, more seasoned executives can benefit from the programme. He hopes more senior leaders will follow in his footsteps. “For example, my friend joined the Nanyang EMBA class of 2025. He’s two years older than me. Age doesn’t matter.”

About the Nanyang Executive MBA

The Nanyang EMBA equips business leaders like Yoshigou with the tools and strategies to lead purposefully in the hyperconnected economy. The EMBA’s part-time programme offers a career-compatible schedule that allows you undivided attention to work and study.

The programme lasts 13 months, with the flexibility to stretch to two years to accommodate work demands.

Visit our website at https://bit.ly/NanyangExecMBA or download the brochure to learn more about the programme and available funding options.

Download the Nanyang Executive MBA brochure

Click here to learn more about the Nanyang Executive MBA programme or contact us at execmba@ntu.edu.sg.

Nanyang Executive MBA

Nanyang EMBA

Leadership Development

Japanese Alumni

Leaders

Tips from Successful Nanyang EMBA Fathers on Work-Life-Study Balance

by Nanyang Business School | May 29, 2024 | Nanyang Executive MBA

Graduate Studies Blog

NANYANG EXECUTIVE MBA

Tips from Successful Nanyang EMBA Fathers on Work-Life-Study Balance

Even with a lot on their plates, three executive-level dads are defying conventional limitations of what it means to be a working (and learning) parent.

Despite their daunting responsibilities and demanding schedules, these brave men found ways to excel both in and beyond the classroom—all while fulfilling their duties as devoted husbands and loving fathers.

Just in time for Father’s Day, three remarkable business leaders – all of whom took the leap and enrolled in the Nanyang Executive MBA (EMBA) – are ready to show us how it’s done.

S Nicholas Taposh (EMBA ‘24, CEO of Care-Box Ltd.), Michael Tiew (EMBA ’25, Regional Director of Technical Support for Siemens), and Daniel Haggmark (EMBA ‘21, CEO of Monitor ERP Asia) explain how they’re succeeding in striking that balance:

1. Use your available time wisely

As with all worthwhile pursuits, a Nanyang EMBA requires new participants to make some adjustments. Michael, Daniel and Nicholas knew they had to carve out time for coursework on days they usually spent with their families.

Fortunately, the Nanyang EMBA’s parent- and career-friendly curriculum gave them the freedom they needed to get things done. Consisting of up to two weeks of full-day classes, each segment is spaced two to three months apart, providing ample time for even the busiest of working fathers.

As a business owner with a demanding schedule, Nicholas found this flexibility crucial to his success. “This structure allowed me to balance my professional responsibilities with my academic pursuits,” Nicholas explains. “On weekdays, I committed eight focused hours to work, ensuring productivity and efficiency,” he shares. “I allocated three hours daily for studying, either early in the morning or late at night. This helps me stay on track with my academic goals.”

Figure 1: Nicholas with his daughter

As a bonus, Nicholas was able to set aside a satisfying amount of dad-daughter bonding time. “As a dad doing an EMBA, staying close to my daughter is very important,” he tells us. “I make sure to spend time with her every day, like having breakfast together, reading a bedtime story, or video calling if I’m away… this makes her feel special and part of my life.

“Balancing school and family can be hard, but these small moments help us stay connected,” Nicholas says.

Michael also made it a point to maximise his available time, making space for his studies without compromising his other life goals. “On weekends, I wake up an hour earlier or sleep an hour later than usual to make time for studying,” he says. “During break times, I read the coursework instead of looking at my phone or the news. I also make sure to delegate my work tasks before each class.”

Creativity allows even the busiest dads to make family time happen alongside their busy work schedules. Daniel, for instance, cleverly combines work and leisure whenever the opportunity arises. “Sometimes, my family joins me on business trips or other events,” Daniel shares. “I think we manage this relatively well.”

2. Set and follow healthy boundaries

To give each life priority its due, Nicholas, Michael, and Daniel proactively set aside dedicated time blocks for each. This means working harder than usual every so often.

Michael made sure to get EMBA and executive work done to make space for family time. He would even work longer hours, powering through his work tasks to achieve this goal. “This allows me to reserve my weekends for family bonding time, which is my top priority,“ he says.

Daniel cautions against giving up one life domain to pursue another. “Being away from your spouse and kids for too long isn’t good nor sustainable,” he explains. “If you push yourself in your career too hard, it will hit you back sooner than later.”

Instead, moderation in all life aspects is the key to consistently performing at your best. “I am 100% sure that if you balance these things, you’ll see much better results and long-term success,” says Daniel.

Nicholas believes ample rest is a major ingredient to striking that successful balance. “I prioritised quality sleep of seven to eight hours for quality rest and mental clarity,” he shares.

However, pulling all these off with demanding programme schedules can be complex. Fortunately, the Nanyang EMBA—made up of six segments over 13 months—provides its students with some much-needed breathing room.

This setup allows Michael to take a short break from work to concentrate on his leadership development studies. “That way, work isn’t impacted as much, and I can still catch up after each segment is over,” shares Michael.

This flexibility fits his work schedule and gives him more family bonding time. With only two overseas segments —one in UC Berkeley and one in Tsinghua University–“I don’t need to be away from my family for long periods or too frequently.” He adds.

3. Lean on your support network

During his most challenging moments, Nicholas relied on his family’s extraordinary support and unwavering belief to fuel his determination.

“My wife is my rock. She handled critical business matters with grace and understanding while I dedicated myself to classes and studies,” he shares. “Knowing I had made them proud was the greatest reward.”

Michael also acknowledges his wife’s support in fulfilling their responsibilities as parents. “She ensures that the girls are cared for when I am away attending classes.”

Such support is necessary when one’s away from home. That’s why Nicholas counts the Nanyang EMBA community as a major pillar of support in his upskilling journey.

“Their willingness to assist, coupled with the spirit of collaboration, made the EMBA experience truly enriching,” he shares. “Together, we shared academic challenges and moments of fun and laughter, forging bonds that went beyond the classroom. Having them by my side gave me the confidence to tackle obstacles and strive for excellence in every aspect of my life.”

4. View challenges as an opportunity for growth

Despite their challenges, Nicholas, Michael, and Daniel feel grateful for everything they’ve learned during their Nanyang EMBA journeys. They also encourage others to follow in their footsteps, believing it can be as much of a positive experience for others.

“Just do it,” says Daniel. “It can open your eyes to how to manage things better. This will help you do better at work, society and your family.”

In case of self-doubt, heed Michael’s reminder: that you’re a business leader who knows how to make things happen. “I believe when there’s a will, there’s a way,” he states. “Don’t think that you can’t make it. You can do more than you think you can.”

Lastly, Nicholas encourages Nanyang EMBA hopefuls to view the programme as an opportunity to break barriers and unleash their full potential. “Seize this moment with courage and enthusiasm, knowing that with dedication and resilience, you can conquer any obstacle and emerge stronger, wiser, and more empowered than ever before.”

Inspired by Nicholas, Daniel, and Michael’s stories? Learn how the Nanyang Executive MBA can help you reach your goals. Visit our website or contact us at execmba@ntu.edu.sg to schedule a 1-to-1 discussion on your postgraduate aspirations.

About the Nanyang Executive MBA

In this rapidly changing world driven by technology, digitalisation, and sustainability, lifelong learning is key to staying ahead of the competition. The Nanyang EMBA equips business leaders with the tools and strategies to lead purposefully in the hyperconnected economy.

This part-time programme offers a career-compatible schedule allowing you to your undivided attention to work and study. The programme’s duration is 13-months with the flexibility to stretch to 2 years to accommodate work demands.

Visit our website at https://bit.ly/NanyangExecMBA or download the brochure to learn more about the programme and available funding options.

Download the Nanyang Executive MBA brochure

Click here to learn more about the Nanyang Executive MBA programme or contact us at execmba@ntu.edu.sg.

Nanyang Executive MBA

Nanyang EMBA

Leadership Development

Father’s Day

Leaders

How our Inspiring Alumni Balanced Motherhood, a Career and an EMBA

by Nanyang Business School | May 8, 2024 | Nanyang Executive MBA

Graduate Studies Blog

NANYANG EXECUTIVE MBA

How our Inspiring Alumni Balanced Motherhood, a Career and an EMBA

In a working environment fraught with unending responsibilities and elusive downtime, three incredible women are challenge the workplace myth that mothers can’t have it all.

Meet Lioe Cu Ling (EMBA ‘22, Corporate Finance Director of Indoprima Group), Evelyn Chow (EMBA ‘16, Regional Client Services Director of Morgan McKinley and DecodeHR founder & adviser), and Ng Xu Wen (EMBA ‘25, Innovation & Investment Lead for Innoventures). Despite the demanding duties associated with their high-ranking roles, these remarkable alumni of the Nanyang Executive MBA (EMBA) programme are achieving their goals as mothers, career leaders, and continuing learners.

These extraordinary women leaders have proven that success in all aspects knows no bounds across all aspects of life. As we celebrate Mother’s Day at Nanyang Business School, let’s uncover six tactics that have fueled these alumni’s remarkable journey:

1. Hold on to your “why”

Nanyang Business School recruited a record 45% of women into this year’s EMBA cohort. This is a positive sign that more females are assuming leadership roles today. For women leaders to stay motivated and resilient, knowing their “why” ensures they keep the course for the long run.

Cu Ling knows this very well – pursuing new experiences and knowledge is her driving force. Experiences like the EMBA help her “broaden my horizons and acquire fresh knowledge,” she explains, “which motivates me to achieve more and share what I’ve learned.”

Evelyn, for her part, embarked on her EMBA while leading DecodeHR. “The motivation to do it was so I could do a better job leading the firm,” she explains. This motivation has seen her through her classes and “the constant opportunities from NBS to attend webinars, conferences, and networking functions – which I continue to be grateful for.”

2. Get out of your comfort zone

Cu Ling is grateful for her EMBA’s diverse cohort, where she enjoys engaging with fellow participants from various industries, backgrounds, and nationalities. “This has provided me with invaluable international exposure,” she explains, which she uses in her senior role at Indonesia’s largest independent automotive parts manufacturer.

Getting out of your comfort zone is, by definition, never easy. “It has significantly bolstered my confidence encouraging me to remain open to new opportunities and challenges,” says Cu Ling.

For Xu Wen, being in a diverse environment helps to share the burden. “Many of our projects have very tight deadlines – during these crunch times, many of us have limited sleep,” she tells us. “During this time, no one ever complained, and everyone was trying their best to give their all. These shared experiences brought me and my classmates closer together.”

3. Welcome support where possible

For Evelyn, it takes a village to help her maintain personal well-being, doing the heavy lifting as DecodeHR’s managing director. “It helps to have a very supportive husband, although he has an equally demanding career,” she tells us. “Between us, and with support from our mothers, we have maintained a close and cherished relationship with our children.”

Ng Xu Wen explains that her Nanyang EMBA contacts are also an indispensable source of support – one she’s looking forward to leveraging in her role as Innoventures’ Innovation and Investment Lead. “I’ve come to realise that people are generally eager to contribute to your success,” she tells us.

Cu Ling’s own EMBA journey depends on the support of work colleagues and family alike – especially the latter. “I am very blessed to get support from my family – especially my husband and my children – to give extra time for me during this journey, despite the family time being taken away,” she explains. “And my company and team are willing to participate by arranging meetings and discussion after learning time.”

Figure 1: Evelyn with her husband and children against the backdrop of Mount Fuji, Japan

4. Manage your time well

Cu Ling found the Nanyang EMBA’s hybrid format and flexible curriculum to be instrumental in helping her manage the programme’s course load while offering her room to prioritise work and family commitments.

Women executives can extend their EMBA schedule from 13 months to two years – and, in the case of Cu Ling, attend specific segments online, as she was completing her EMBA in the middle of the recent pandemic. “This flexibility helped me tremendously,” she remarks.

The Nanyang EMBA’s flexibility also earned dividends for Evelyn, who extended her studies to two years at a period when her kids required much more of her time, “My children were a lot younger then, and the demands of the firm also meant I needed the flexibility of spreading out the modules over a longer period,” she tells us.

As Xu Wen embarks on her EMBA journey, she recognises the importance of carving out protected time with her family to balance her other responsibilities. “Every day, I try to do two things with my kids before bedtime,” she shares. “We take the time to read together and share things they are grateful for throughout their day.”

Figure 2: Xu Wen and her family celebrating her child’s preschool graduation

5. Be realistic

Cu Ling emphasises the importance of finding an equilibrium between one’s various responsibilities. “At times, we must exert ourselves to meet these responsibilities across various facets of our lives,” she advises. “However, there are also moments where we need to relax and appreciate our blessings. Finding this equilibrium is key to leading a fulfilling and meaningful life.”

Evelyn concurs: “You just need to be realistic about what you can and cannot achieve, and it’s perfectly okay not to be an overachiever.”

This doesn’t mean sinking into complacency. Xu Wen, for her part, resorts to technology to help her accomplish more during her downtime. For instance, she has adopted a strategy of “uploading all my reading materials onto my electronic devices, granting me the flexibility to engage with learning content anytime, anywhere.”

6. Just do it

Despite her challenges, Cu Ling found the courage to leap towards personal and professional growth. “Just do it, and you’ll embark on an incredible experience and journey,” she says. “While it may be challenging, it’s not necessarily negative—quite the opposite.”

Evelyn says: “Go for it if you can get enough support from your family. Be prepared to lose sight of your social life, but it won’t last forever.”

Xu Wen concludes with a reminder, “It’s apparent that there’s simply so much uncertainty and so many things that we cannot control. So if you feel the strong drive to pursue an MBA, now is probably the best time.”

In a world where balancing motherhood, career, and personal growth can feel like a tightrope walk, these three remarkable women have shown that all these are within reach for willing to embrace the journey.

Follow in these alumni’s footsteps – learn more about our Nanyang Executive MBA programme; or inquire about our Women in Business Scholarship and schedule a one-on-one consultation.

Figure 3: Cu Ling and her family in Bali on vacation

About the Nanyang Executive MBA

In this rapidly changing world driven by technology, digitalisation, and sustainability, lifelong learning is key to staying ahead of the competition. The Nanyang EMBA equips business leaders with the tools and strategies to lead purposefully in the hyperconnected economy.

This part-time programme offers a career-compatible schedule allowing you to your undivided attention to work and study. The programme’s duration is 13-months with the flexibility to stretch to 2 years to accommodate work demands.

Visit our website at https://bit.ly/NanyangExecMBA or download the brochure to learn more about the programme and available funding options.

Download the Nanyang Executive MBA brochure

Click here to learn more about the Nanyang Executive MBA programme or contact us at execmba@ntu.edu.sg.

Nanyang Executive MBA

Nanyang EMBA

Leadership Development

Mother’s Day

Women Leaders

CQ: How culturally intelligent leaders can shape global teams

by Nanyang Business School | May 3, 2024 | Nanyang Executive MBA, Nanyang Fellows MBA, Nanyang MBA, Nanyang Professional MBA

Graduate Studies Blog

How culturally intelligent leaders can shape global teams banner

Nanyang MBA

CQ: How culturally intelligent leaders can shape global teams

The Internet has made global cultural exchange as simple as joining a Zoom meeting. But this greater interconnectedness also opens you up to greater risk. One comment that sounds trivial in your culture might cause great offence in another’s, inflicting consequences ranging from social ostracism to lost business opportunities.

For MBA students at Nanyang Business School (NBS), familiarising themselves with different cultures is not just ideal—it’s essential. Today, they’re participating in a culturally-diverse MBA cohort; tomorrow, they’ll lead their own multicultural teams in their post-MBA careers.

NBS teachers like Dr. Catherine Peyrols Wu provide MBA students with a guide to navigating these unpredictable cultural currents.

Dr. Wu and her colleagues at NBS’s award-winning Center for Leadership and Cultural Intelligence (CLCI) have pioneered a structured approach to navigating and addressing cultural diversity. Their approach centres around a concept called cultural intelligence, or “CQ”.

“CQ is a skill possessed by people who can adapt well to other cultures, and is missing in those who don’t adapt so well [to multicultural situations],” says Dr. Wu.

“People who have CQ are better at making judgments and decisions in a culturally diverse environment,” Dr. Wu tells us. “Decision makers who have better CQ will be able to think more deeply about the cultural implications of their decisions.”

A firm foundation in cultural intelligence

Dr. Wu’s cultural intelligence course is one of the first classes taught to Nanyang MBA students. Students take her CQ class in their first trimester to study the mechanics of cultural interaction, and learn new techniques to work with classmates from unfamiliar cultures in their highly diverse MBA cohorts.

“The course is designed to come very early in the MBA experience,” Dr. Wu tells us. “[It’s taught first] because cultural intelligence is a life skill, like communication or teamwork. After the course, students can take advantage of the culturally diverse environment of their MBA to hone their CQ skills to a professional level. ”

Most MBA students already possess some cultural intelligence, even if they don’t have a fixed definition or meaning in mind. “Culture is soft and immaterial,” Dr. Wu explains. “Unless you’ve experienced a cross-cultural situation that went wrongly, you probably won’t even think about it.”

The consequences of leading without CQ can be extremely costly. One of Dr. Wu’s students worked for the Cambodia branch of a China PRC-based company, which had run into a PR crisis due to clashes in working habits.

The management was “used to a very strong and homogeneous management and work culture,” she recalls her student saying. “We thought about things like regulations and permits… nobody thought that the local culture would be different, that the workers would have different work habits, or would reject our management style.”

Drive, knowledge, strategy, action

In her classes, Dr. Wu explains that CQ can be viewed through a framework that breaks it down into four different dimensions.

The first dimension is Drive, which refers to the motivation to learn about other cultures. This comes naturally to people who are curious and open to working with people from different backgrounds. Someone with more experience in multicultural interactions may also possess a higher level of self-confidence navigating different cultures, which may help sustain their motivation and efforts.

Knowledge, the second dimension, refers to what people know about other cultures and how they learn even without any prior awareness of the culture. Such people often use mental models that allow them to quickly identify differences between their own culture and other cultures.

The third dimension, Strategy, refers to how people use their knowledge of different cultures to make sense of other people in cross-cultural situations; whilst the fourth dimension, Action, refers to how people can change their behaviour to match what is appropriate in other cultures.

Putting the framework to use

These dimensions come into play in a variety of real-world situations. Dr. Wu provides an example based on experience: MBA students from India have a very assertive mode of communication, while students from Japan communicate using a more respectful, structured approach.

“These students have fundamentally different norms for communication,” she tells us. “That causes a lot of tension and stress…. If your culture is very structured and polite, and the other side does not comply with that, you will judge them and think, ‘These people are not respectful’.”

Dr. Wu states that culture is fundamentally neutral, but most people lack the cultural awareness to perceive the cultural differences behind the behaviour. “We cannot say they are good or bad—just different ways of operating in different cultures,” Dr. Wu says. “Most people don’t see culture, so they judge and dislike each other based on personality and other reasons.”

In a leadership setting, this often manifests as unconscious bias. Vanessa Barros, research scientist at Nanyang’s CLCI and author of the book Don’t Mess With My Professionalism!, found that when executives fail to recognise the cultural differences behind instances of miscommunication, they tend to blame it on the other’s lack of professionalism. “We don’t recognise that we make wrong attributions to behaviour, or we ignore unique conditions that shape the experience of a group of people,” Dr. Wu explains.

CQ’s four dimensions and framework can be applied in these situations to help one navigate multicultural interactions more effectively.

For instance, the Knowledge dimension allows you to understand that cultures have different styles of communicating. Strategy allows you to notice your biases and correct them, and to incorporate cultural differences into your understanding of the situation.

In Dr. Wu’s situation, culturally intelligent students may recognise the need to adjust the way they communicate to people from different cultures, or may consider explaining their cultural communication style to their classmates. “You find a solution to create a new form of culture that allows this team of Indian and Japanese students to work together without disliking each other,” she explains.

Why leaders need to embrace cultural intelligence at work

In today’s business environment where even rank-and-file staff join global Zoom meetings, Dr. Wu says that managers should create a culturally open environment in their workplace by integrating CQ into their management techniques.

“When it comes to team culture, it’s always down to the manager,” Dr. Wu tells us, citing a Google study that showed psychological safety as the first predictor of a great team. “And the psychological safety of a team is determined by the manager…. Because of their power, a manager sets the tone and shows people what behaviour are acceptable and which ones are not.”

Dr. Wu advises leaders to be very intentional about prioritising developing cross-cultural skills in their teams. This means pairing people from different countries and cultures to work together on projects, and having conversations around the value that diversity brings.

“It’s through this real experience of engaging with the person on a daily basis, of having a goal to achieve together, that people can really develop, translate this theory of cultural intelligence, into the practice of [negotiating] those cultural differences,” Dr. Wu says.

Promoting harmony in the global village

At NBS, MBA graduates are shaped to thrive and lead in global environments, with a deeper understanding of various cultures. It’s a recognition of a more globally interconnected business environment—one where you “don’t need to find talented expertise within your region—you can find it anywhere, as long as you have an internet connection,” as Dr. Wu says.

What makes Nanyang’s MBA programme stand out are the concepts like CQ taught to our MBA cohorts that equip our future leaders to shift to more inclusive approaches. These approaches empower them to maintain productivity and smooth interpersonal relationships in a cross-cultural, increasingly global environment.

Find more details about our MBA programmes here: https://www.ntu.edu.sg/business/admissions/graduate-studies/nanyang-mba.

Nanyang MBA

The Nanyang MBA is a flexible 12-month or 18-month programme designed to fuel your growth into a future-ready leader equipped with the skills needed to excel in a global, digital environment. The programme aims to develop impactful, culturally adept leaders who embrace the connection between business, technology, and innovation to excel in global environments and adapt to each new wave of digital change.

Nanyang MBA

Cultural Intelligence

MSBA Alumni Leverage Data Analytics Practicum Prepares Industry-Ready Professionals

by Nanyang Business School | Apr 3, 2024 | MSc Business Analytics

Graduate Studies Blog

MSC BUSINESS ANALYTICS

MSBA Alumni Leverage Data Analytics Practicum Prepares Industry-Ready Professionals

In today’s data-driven business landscape, individuals with the know-how to extract insights from data are in high demand. Professionals from diverse backgrounds are embracing this new wave of opportunities and taking the leap into the world of data analytics.

For those without a technical background, an MSc in Business Analytics (MSBA) serves as a springboard for a career in data. At Nanyang Business School (NBS), the MSBA programme equips participants to be industry-ready with a curriculum informed by the latest technologies. Participants also get hands-on experience through a built-in internship and a data analytics practicum, helping them smoothly transition from the classroom to the workplace.

We spoke with three MSBA alumni who have made bold career change into business analytics. Here, they share how their industry exposure through the MSBA programme has spurred them on to success in new career paths.

Oh Ee Ching — Discovering “diamonds” in big data

As a project officer in NTU’s School of Biological Sciences, Oh Ee Ching’s work involved running experiments and analysing the results. Over time, she found herself growing more interested in data analysis than conducting experiments.

“I was always fascinated by how data shapes our decisions. It’s akin to processing raw diamonds to uncover the gem,” she shared. “COVID-19 also led to a boom in digital transformation, which piqued my interest in technology.”

Having decided to pursue an MSBA, the curriculum offered by NBS caught her eye with its unique data analytics practicum. Participants can gain industry exposure by taking on a three-month internship in their third trimester. “I appreciated how the curriculum focuses on applying knowledge in professional settings, not just theory,” she said.

Ee Ching’s practicum experience paved the way to her current position as a Business Architecture Analyst at Accenture. Having secured an internship at the global consulting giant, she quickly honed her skills in people management — from understanding clients’ business requirements to translating those needs into the technical domain for developers.

“Everything I learnt during the practicum was valuable, but if I had to name just one learning, it would be people management,” she explained. “This skill comes from experience, which I wouldn’t have been able to pick up in class. It’s essential to our work at Accenture, since we’re fundamentally IT consultants tasked to transform client systems and functions.”

While the MSBA programme has armed her with the technical skills to transform data into solutions, Ee Ching believes her biggest takeaway was the ability to adapt to any situation.

“Our professors imparted to us soft skills like resourcefulness, communication, and asking the right questions,” she said. These skills have proven useful in her dynamic role at Accenture, where she needs to pick up concepts fast for ever-evolving projects and challenges.

In one memorable project, she was called into a high-pressure meeting with her managing director and a client to discuss the design of a system she was unfamiliar with. “It resembled a massive mind map of multiple complicated systems,” she recalled.

By asking thoughtful questions and drawing on concepts learnt in class, Ee Ching quickly understood the system and offered recommendations on re-designing it. “The MSBA programme has given me the confidence to handle such obstacles,” she concluded.

Lee Jiun Kai — From healthcare to data analytics

After seven years of working as a pharmacist, Lee Jiun Kai decided to explore the newfound opportunities unleashed by the rise of big data. “In the current market, I feel that business analytics offers more opportunities for growth and development,” he explained.

Coming from a healthcare background, Jiun Kai was looking for an MSBA curriculum that could fill the gaps in his technical knowledge. He also needed a programme that would offer robust career support to smoothen his career transition.

“The MSBA programme at NBS focuses on technical skills like programming, which are highly relevant in the industry,” he shared. “Another decisive factor that led me to choose NBS was its strong networking opportunities with professionals and alumni support, along with dedicated job-hunting assistance from the Graduate Studies Career Development Office (GSCDO).”

With the help of the GSCDO, Jiun Kai was able to secure a practicum internship that propelled him into the business analytics field, bridging the gap between his pharmacy background and his analytics learnings. As a Business Analytics Intern at pharmaceutical corporation Johnson & Johnson, he performed data visualisation and optimised reporting templates to aid strategic decision-making by leaders.

“I learnt to leverage my existing healthcare knowledge in a new domain,” he said. “At the same time, it was a great opportunity to apply my data analytics skills in a real-world business context.”

The data analytics practicum was not the only chance that Jiun Kai had for hands-on learning. To practise the advanced programming skills taught in class, the go-getter embarked on his own personal project: developing an algorithm for cryptocurrency investment.

“My transition from healthcare to business analytics was challenging, primarily due to my lack of experience in coding and programming,” he explained. “This project enhanced my understanding of the theoretical concepts learned in class, making my transition smoother.”

Today, he relies on this hard-earned programming knowledge in his day-to-day work at fintech startup Trovio. As an Investment, Operation, and Risk Analyst, he develops and optimises quantitative code and strategies to enhance investor returns.

“The fundamental programming logic I learned in the MSBA has proven invaluable,” he affirmed. “The programme’s rigorous training has made me competitive in handling diverse aspects of operations, investment, and risk management.”

Swastik Mishra — Thriving in the future of automation

Despite his budding career in the financial sector, Swastik Mishra never lost sight of his interest in data science. “I always wanted to have a technical career,” he shared.

When he chanced upon an online sharing session led by MSBA alumni and current participants at NBS, he didn’t hesitate to sign up. “During the webinar, I noticed that the NBS curriculum was more technical than other schools, with advanced programming and data visualisation modules,” he recounted.

This technical rigour was exactly what he needed to widen his career options. “I wanted to enter a technical field but didn’t know whether it would be as a data analyst, data scientist, or even a quant trader,” he explained. “I observed that the NBS alumni had gone into a range of technical roles, which reassured me that I’d have a good variety of options.”

Through the MSBA programme, Swastik built a strong foundation in the cutting-edge technologies that are disrupting today’s business landscape. Not only did he gain theoretical mastery of key skills like programming and database management, he also benefited from hands-on experience in the latest tools through his data analytics practicum.

As a data science intern at Zurich Insurance, he learnt about automating processes with Microsoft Azure — something that helped him stand out in subsequent job interviews. “Not many people get exposure in working with Azure, so my practicum experience definitely helped,” he said. “Overall, it broadened my horizons in the data science space.”

Demand for automation is soaring in APAC and beyond, as businesses tap into AI and Robotic Process Automation (RPA) to accelerate growth. Swastik’s proficiency in automation through the MSBA programme continues to give him an edge in his current role as a Data Analyst at Rapsodo Sports.

Rapsodo Sports develops sports analytics technology to empower athletes to improve their game. Before Swastik joined, the sales team would perform cold outreach by manually compiling the contact details of professional athletes. Swastik applied automated web scraping techniques to this time-consuming task, enabling his colleagues to generate a comprehensive outbound sales leads database in a few clicks.

“I’ve been able to bring something new to the team, thanks to modules like Robotic Process Automation in the MSBA programme,” Swastik shared. “I’ve become the ‘go-to guy’ for automated web scraping at Rapsodo, and my work gets direct recognition from leaders. Thanks to the MSBA, I’m able to stand out in my company.”

Achieving career change with an MSc Business Analytics

For Ee Ching, Jiun Kai, and Swastik, the MSBA experience was key to unlocking new paths in their careers. Despite hailing from diverse industries, they gained the technical foundations and industry readiness they needed to pull off a successful career change.

The MSBA programme at NBS prepares participants to excel in the future of business, with a rigorous curriculum backed by hands-on industry exposure. With the MSBA, you too can soar in new career directions no matter your background or experience.

Find out more about our MSBA programme here.

Download MSc Business Analytics Brochure

From Classroom to Boardroom: Creating Industry-Ready Marketers with MSc Marketing Science’s Applied Industry Project

by Nanyang Business School | Apr 2, 2024 | MSc Marketing Science

Graduate Studies Blog

MSC MARKETING SCIENCE

From Classroom to Boardroom: Creating Industry-Ready Marketers with MSc Marketing Science’s Applied Industry Project

For any budding marketer, making the leap from textbook learning to industry problem-solving is a crucial challenge. The MSc Marketing Science programme at Nanyang Business School (NBS) is designed to bridge this gap, offering participants many opportunities to apply their classroom knowledge to real-world projects.

The Applied Industry Project represents one such opportunity: a ten-week project that concludes the programme’s Strategic Marketing module. Participants are tasked to research a real-life marketing challenge from a luxury brand partner and formulate a suitable strategy in response. Those with top-scoring projects will also get the chance to present their ideas to senior leaders of the brand.

Last year, Japanese luxury watch brand Grand Seiko gave participants the challenge of engaging a new generation of consumers. By applying the lessons they had learnt in class, what strategies could they come up with to grow the Grand Seiko Asia-Pacific brand among today’s younger consumers? This project gave participants a platform to test and apply what they had learnt, while gaining deep insights into the luxury world.

Getting inside consumers’ minds

To start off, participants spent their first few weeks conducting market research to understand the motivations of younger consumers.

“A common mistake that participants tend to make is hastily plunging into developing a marketing strategy,” explained Associate Professor Lewis Lim, the instructor for the Strategic Marketing module. “They first need to carry out extensive research to gather consumer insights, and then base their strategy development on the insights generated.”

The research process enabled participants to hone their skills in a range of primary and secondary research methods, from field observations to competitor analysis. For Jonathan Percival – a top-scoring participant who was shortlisted to present his project to Grand Seiko – conducting in-depth interviews tested his social skills.

“I interviewed individuals in the 25-35 age range to understand their desires and needs,” Jonathan shared. “However, simply having a conversation is not enough to understand people’s subconscious desires. There is typically a disconnect between what people say and what they really think. The challenge was using my social skills to encourage respondents to share more.”

Participants also applied the analytical frameworks learnt in the Strategic Marketing module. For fellow shortlisted participant Lu Yinming, perceptual mapping was a key concept from the module that proved useful in her project.

“Perceptual mapping is a visual representation that plots consumer perceptions of a brand against competitors on various dimensions, such as quality and innovation,” Yinming recalled. “I used this to understand how consumers perceive Grand Seiko compared to its competitors, which helped me to identify positioning opportunities.”

Building an effective strategy

The next step was transforming these consumer insights into a strategy that stood out. Participants needed to craft a comprehensive marketing plan that could meet the challenges of today’s omnichannel and digital-first business landscape.

“In the Strategic Marketing module, I learnt about the importance of online-to-offline (O2O) marketing and the need for a 360° marketing strategy,” said Chan Mei Lynn, another top-performing participant. “I put this into practice by developing three strategies for Grand Seiko: crafting a compelling brand story, increasing omnichannel recognition and awareness, and enhancing the O2O customer experience.”

Yinming’s research insights led her to focus on experiential marketing and lifestyle co-creation in her marketing plan.

“I used the Strategic Decision-Making Framework that we learnt in class to pinpoint Grand Seiko’s needs and opportunities,” she explained. “Realising that their strengths lay in brand heritage and craftsmanship, I decided to creatively leverage these qualities to connect with a new audience segment.”

To appeal to younger consumers’ desire for uniqueness and authenticity, Yinming proposed innovative initiatives such as an immersive digital art exhibition and pop-up cabins. She also outlined an overhaul of the in-store experience that would integrate elements of Japanese culture, creating a lasting connection with consumers.

Participants were expected to assess the financial viability of their strategies, using tools like marketing mix modelling. But that didn’t mean they had to put a cap on their creativity. The challenge saw its fair share of out-of-the-box ideas – such as Jonathan’s proposal of a Grand Seiko Music Academy.

In his research, Jonathan found that consumers often associated luxury watches with music, and he sought to tap into that association to boost brand awareness early on. “By acquiring customers as early as possible, customer acquisition costs would fall in the long run,” Jonathan explained. “The Grand Seiko Music Academy would teach young talents how to play instruments at a high level, increasing awareness and elevating the brand amongst younger audiences. It is an unconventional idea, but it turned out that the Grand Seiko team really liked it!”

Stepping into a consultant’s shoes

After completing their projects, shortlisted participants are invited to present their ideas to the brand’s senior leaders and have the chance to win attractive prizes. Last year’s Applied Industry Project saw six top participants making the cut, among them Yinming, Jonathan, and Mei Lynn.

“All six top performers had carried out rigorous market research that generated strategies, based on rich market and consumer insights, which aligned with the brand’s strategic imperatives,” Assoc Prof Lim shared.

For many of the participants, it was their first time presenting an entire marketing plan to senior leaders. The days before their presentation were filled with intensive practice as they streamlined their talking points, fine-tuned the flow of their slides, and rehearsed their scripts under the guidance of Prof Lim.

To help ease their nerves, Prof Lim advised the presenters to put themselves in the shoes of a marketing consultant. “I encouraged them to speak to the Grand Seiko team confidently,” he said. “Having done extensive research and analysis on the brand’s marketing problem from an outsider’s perspective, they could propose ways for Grand Seiko to continue building their brand in the region.

Yinming’s project emerged as the overall winner, earning her the top prize of a Grand Seiko watch worth S$3,000. Jonathan and Mei Lynn also walked away with specially crafted gifts.

“The Grand Seiko team shared how my proposal aligned with the brand’s story and initiatives to capture the attention of younger consumers,” she shared. “Presenting my project was initially nerve-wracking, but ultimately a rewarding experience.”

A real-world education beyond the textbooks

There’s no doubt that the Applied Industry Project can be a gruelling journey. When asked to sum up their 10-week experience, Yinming, Jonathan, and Mei Lynn unanimously described it as “challenging”. But, they added, the challenge has pushed them to the next level as marketers.

“Challenge is what makes you grow,” reflected Jonathan. “The time pressure has enhanced my ability to do a lot of work in a short amount of time. I’ve also grown in my ability to absorb a lot of content and drill down to what really makes people buy.”

As a capstone to the Strategic Marketing module, the project enabled them to put their lessons on strategic thinking into practice.

“I struggled to narrow all my research findings down to a few major points,” Mei Lynn recalled. “But that really forced me to think more strategically in sorting through my findings and designing marketing strategies that focus not only on execution, but also the business’ long-term success.”

These hands-on learnings will give them an edge as they embark on their marketing careers, equipping them with the assurance and expertise to tackle business problems.

“This journey has refined my marketing skillsets, from transforming data into a compelling story to presenting complex ideas in an accessible manner,” said Yinming. “Overall, it was a real-world education that textbooks couldn’t match – shaping not just my marketing skills but most importantly my confidence as a future marketer.”

The MSc Marketing Science programme is designed to develop industry-ready marketing expertise, with unique modules that incorporate cutting-edge marketing techniques and real-world exposure. Find out more here.

Download MSc Marketing Science Brochure

MSc Marketing Science

Marketing

Applied Industry Project