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My interest in marketing. Personal Statement for applying a marketing master programme


xujiaying 1 / 1  
Dec 10, 2017   #1
Hi!I'm an undergraduate student who aim to further my study in marketing master programme.
It's first time I upload my words and ask help for it. I will be really appreciate if you can leave any comments.
Please kindly help me to evaluate if the PS below is matched for programme's requirement:
1 What skills, qualities and experiences have prepared you to undertake this programme?
2 What value do you think you can add to the learning community as part of an internationally diverse group?
3 What impact do you hope to make in your future career, and how will this programme contribute to your aspirations?
If it is possible, could you please tell me if my logic and content is proper?
Thanks a lot!
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strategic consciousness



My interest in marketing was sparked by the observation from undergraduate study. By learning political science, I detected that success of politics is often attributable to good strategy. Recognizing the importance of strategic consideration for decision-making, I desire to study systematic methodologies to enhance my related abilities. While Marketing, absolutely, is such charming subject could help me to make strategy for company from earlier research and following promotion to selling solution.

In order to cultivate strategic consciousness in practice, I participated in activity planning department in Student Union. During that time, I innovated and promoted a series of campus events through brainstorming. While Free catering, wishes fulfillment and high-quality goods attracted students' attention as well as satisfied their various demands. Food festival, Girls' Day and second-hand market made a big success. From planning events, I learned strategic thinking which normally starts with understanding audience' needs and ends with details such as advertising slogan. Besides, these experiences taught me how market research sufficiently works for strategy formulation.

Whereafter, I interned in Toutiao, a leading news and information content platform, which has 120 million daily active users in China. In stream ads optimizing team, by analyzing users' reading habits and creating marketing persona for them, I help advertisers to tailor attractive promotion materials and distribute content directly to potential customers to increase click rate and conversion rate. Benefit from the cases, I improved my strategic thinking skill in commercial operation. In addition, the experience polished my statistic research capability with the advantage of marketing methods, for instance of data collection to deliver user analysis.

But it was not until I worked at Kraftheinz's marketing department, I had precious chance to craft marketing strategy and have insights of the entire procedures of new product launch. An exhaustive market research was done from visiting chefs, making consumer insight to analyzing competitive products to identify business opportunities for Spanish vinegars entering Chinese market in advance. Following well-rounded survey, I set promotional theme and conducted online and offline promotions with my line manager, which including online campaigns, KOL endorsement, offline demo and POSM to expend reaching channel for Spanish vinegars.

Underpinning by abundant practical experiences, I could provide my peers with creative and useful ideas when discussing in class. Also, different from the science and business students, my political background gives me unique lens to consider the impact of various national conditions when I view business problems. What's more, great communication skill and team working ability enable me to share knowledge with peers and contribute to multicultural learning community.

As my dream is to be marketing professional in the future, the master's programme of Marketing at XXX University is a great match for me to learn how to lead a high-level new product development project. Comprehensive courses like Marketing Research and Consumer Behaviour would provide me professional training to complete the SWOT analysis as preparation or new products. Understanding Brands will help me conceive brand concept and decide brand position & differentiation. Finally, Marketing Communication makes me learn how to promote new products. After acquiring a mature set of methodologies and sufficient experience in industry, I envision myself to innovate marketing model due to changers of consumption habits in a long term.

Holt - / 7,528 2001  
Dec 11, 2017   #2
徐嘉莹 , you have included information in this essay about political science and how it ignited your interest in marketing. However, there is nothing in your presented information that tells me that the two different fields are actually related in terms of your career goals. In order to create a more solid personal statement, you need to inform the reviewer if you are in the process of changing career fields at the moment and if you are moving from politics to marketing, explain what motivated this change in your career plans.

An accurate experience plan presentation should not involve academic situations such as food festivals and Girl's Day. It should only involve company internships where you can prove that you contributed significantly to the success of a project. In your company internship presentation, you depict how you work with a team, but don't really highlight an individual contribution that received some sort of thanks or accolade from your team leader or company supervisor. That is extremely important to the proof that you have the professional foundation for this course. Try to revise your presentation to showcase something similar instead.

With regards to what you can contribute to the class, try to discuss a little more about how your political background will enhance the marketing discussion. This is your chance to prove that though marketing and politics seem to make for strange bedfellows, these do have a commonality that bonds the two interests into one.

The future plans need to more solid in future application rather than what you hope to gain from your lessons in the master class. The question is about how you will apply these lessons to your future career, not what you plan to learn and apply. Talk about future career plans in a solid manner in order to show the kind of impact these studies will make on your future.
OP xujiaying 1 / 1  
Dec 12, 2017   #3
@Holt
Thank you for your kindly help! I think your pieces of advice are really helpful.
Due to your comments, I've adjusted my PS as below. Cloud you please check it and give some comments again?

My interest in marketing was sparked by a sense of achievement in planning events. As an outstanding member of Student Union, I innovated and promoted a series of campus events which students had happy recollections. From these accomplishments, I detected the importance of strategic consideration for decision-making, which normally starts with understanding students' needs and ends with details such as advertising slogan.

While Marketing, absolutely, is such a charming subject could help me to enhance my related abilities and realize my dream of developing product strategy for company from earlier research, following promotion to selling solution in the future.

In order to cultivate strategic thinking and polished my marketing consciousness in practice, I interned in Toutiao, a leading news and information content platform, which has 120 million daily active users in China. In stream ads optimizing team, I help advertisers to tailor attractive promotion materials and distribute content directly to potential customers by analyzing users' reading habits and creating marketing persona for them. My efforts proved by a 60% click rate increase in KFC campaign as well as doubled conversion rate of Nippon user registrations. Benefit from the experience, for instance of data collection to deliver user analysis, I improved my statistic research capability with the advantage of marketing methods. Meanwhile, I grasped how to complete sufficient market research for strategy formulation.

But it was not until I worked at Kraftheinz's marketing department, I had precious chance to craft marketing strategy and have insights of the entire procedures of new product launch. Exhaustive market researches were done from visiting chefs, making consumer insight to analyzing competitive products to identify business opportunities for western sauce entering Chinese market in advance. Following well-rounded survey, I set promotional theme and conducted online and offline promotions with my line manager, which including online campaigns, KOL endorsement, offline demo and POSM to expend reaching channel. As a reward, in the recent quarter, over 1 million USD growth is caused by my success of importing Spanish vinegar and pizza sauce to extend product category and broaden brand influence.

Underpinning by abundant practical experiences, I could provide my peers with creative and useful ideas when discussing in class. Also, different from the science and business students, my political background gives me unique lens to consider the impact of various national conditions and government policies when viewed business problems. What's more, great communication skill and team working ability enable me to share knowledge with peers and contribute to multicultural learning community.

As my dream is to be marketing professional with global vision, the master's programme of Marketing at Edinburgh University is a great match for me. In the first few years, I intend to be an analyst to practice the SWOT analysis as preparation for new products with the knowledge of Marketing Research and Consumer Behaviour. Then, I'd like to work as a brand manager who conceive brand concept and decide brand position & differentiation for new products due to understanding of brands. Besides, designing promotion and CRM plan according to solid communication methods. After acquiring a mature set of methodologies from courses and sufficient experience in industry, I envision myself to lead a well-known new product development project. Also, realizing my ultimate goal to innovate new marketing model in my career.


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