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Oct 26, 2017
Scholarship / STUDYING IN THE UK - Chevening: motivations to make marketing sustainable [3]
Outline why you have selected your chosen three university courses, and explain how this relates to your previous academic or professional experience and your plans for the future.
Over the past 5 years I have been working in the marketing field and witnessed that the focus and emphasis have been switching to the digital side as the return-on-investment of digital marketing is more measurable than traditional marketing. As a result, organizations and management became shortsighted and have a higher tendency than ever to demand immediate results and performance but leave other aspects behind. Even if organisations agree that sustainability is important to all their stakeholders, concerns remain about how to market according to sustainable principles.
On the other hand, I think marketing tools can be more powerful than making profit for the company. Marketing should indeed serve as a bridge between corporate responsibility and profitability.
Sustainable marketing is a new concept in marketing and business that especially in Hong Kong, there is no any master course in this specific area so far. Learning with peers from all over the world in a renowned institution will enhance my competence to work in multinational companies. Therefore, I wish to pursue one of the following master's degree:
1.) Heriot-Watt University: International Marketing Management with Sustainability (MSc)
Sustainable marketing initiatives often require a significant capital investment to change the way a company does business or to innovate its products and services so they have a more positive impact on the environment. I wish to acquire the knowledge and skills to lead on sustainable and socially responsible marketing throughout this programme. More importantly, besides academic knowledge and understanding, industry insights and experiences can be also provided by the teaching team comprised of internationally well-known industry expertise and renowned academics.
2.) Royal Holloway, University of London: Consumption, Culture and Marketing (MA)
I have an undergraduate degree with a major in Marketing and minor in Sociology. I'm always curious about the society and business at the same time and wonder how can I combine my interests into one. I was very excited when I discovered this distinctive interdisciplinary masters programme that draws together content from both marketing and sociology. During this programme, I have the opportunity to analyse marketing and consumer behaviour with a view to better understand how marketing connects with society and culture.
3.) University of Brighton: Marketing (Social Marketing) (MSc)
This course has a common goal with mine: plan programmes to influence and ultimately change behaviours of target audience. After completing the programme, I will be able to apply techniques and concepts to promote behavioural changes for the benefit of individuals and society, such as improved diets, healthier lifestyles.
I wish to make use of marketing techniques I learned to improve individual and societal wellbeing. If I continue to work in the financial sector, I can design and implement marketing campaigns that are beneficial to the society. Moreover, spread the message and idea of sustainable marketing to colleagues, management and other stakeholders of the organization and make long term changes.
STUDYING IN THE UK QUESTION
Outline why you have selected your chosen three university courses, and explain how this relates to your previous academic or professional experience and your plans for the future.
Over the past 5 years I have been working in the marketing field and witnessed that the focus and emphasis have been switching to the digital side as the return-on-investment of digital marketing is more measurable than traditional marketing. As a result, organizations and management became shortsighted and have a higher tendency than ever to demand immediate results and performance but leave other aspects behind. Even if organisations agree that sustainability is important to all their stakeholders, concerns remain about how to market according to sustainable principles.
On the other hand, I think marketing tools can be more powerful than making profit for the company. Marketing should indeed serve as a bridge between corporate responsibility and profitability.
Sustainable marketing is a new concept in marketing and business that especially in Hong Kong, there is no any master course in this specific area so far. Learning with peers from all over the world in a renowned institution will enhance my competence to work in multinational companies. Therefore, I wish to pursue one of the following master's degree:
1.) Heriot-Watt University: International Marketing Management with Sustainability (MSc)
Sustainable marketing initiatives often require a significant capital investment to change the way a company does business or to innovate its products and services so they have a more positive impact on the environment. I wish to acquire the knowledge and skills to lead on sustainable and socially responsible marketing throughout this programme. More importantly, besides academic knowledge and understanding, industry insights and experiences can be also provided by the teaching team comprised of internationally well-known industry expertise and renowned academics.
2.) Royal Holloway, University of London: Consumption, Culture and Marketing (MA)
I have an undergraduate degree with a major in Marketing and minor in Sociology. I'm always curious about the society and business at the same time and wonder how can I combine my interests into one. I was very excited when I discovered this distinctive interdisciplinary masters programme that draws together content from both marketing and sociology. During this programme, I have the opportunity to analyse marketing and consumer behaviour with a view to better understand how marketing connects with society and culture.
3.) University of Brighton: Marketing (Social Marketing) (MSc)
This course has a common goal with mine: plan programmes to influence and ultimately change behaviours of target audience. After completing the programme, I will be able to apply techniques and concepts to promote behavioural changes for the benefit of individuals and society, such as improved diets, healthier lifestyles.
I wish to make use of marketing techniques I learned to improve individual and societal wellbeing. If I continue to work in the financial sector, I can design and implement marketing campaigns that are beneficial to the society. Moreover, spread the message and idea of sustainable marketing to colleagues, management and other stakeholders of the organization and make long term changes.