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Personal Statement
I love shopping; but unlike most shop-goers, I find my keenest interest in the process of observing. I love to observe the way products are displayed in stores, and the way they are picked up, examined, and finally put back or purchased by consumers. I always wonder how these products communicate to consumers, and why certain products attract certain consumers in certain ways. It was not until I went to college that I approached the core of all my previous questions: the enterprises behind these products are making every endeavour to build a bridge between their products and customers, and the bridge is constructed with nothing else but the art of Marketing.
After I was admitted into Beijing Normal University, one of the top 20 universities in China, I began a step-by-step pursuit of my chosen field: the very essence of the art of marketing. In addition to my first major, English Language, I studied International Economics and Trade as my second major, in order to first get an overall understanding of economics and business. With a tough schedule for both majors, I did my best both to learn well in class and to accumulate related knowledge after class. Courses including Macroeconomics, Microeconomics, Accounting, Finance and Marketing have equipped me with theoretical knowledge necessary for further study. Discussions and debates carried out frequently in class have provided me with problem-solving skills that later proved to be of immense use in a teamwork environment.
Working as an intern in the world-renowned advertising agency Ogilvy&Mather offered me the first glimpse into the real business world. I obtained this opportunity during my fourth year at university and I devoted myself to the work wholeheartedly. My work was to support the daily work of the entire team I was in, which enabled me to get involved in all the work and to perceive business from different perspectives. By collecting and analysing competitors’ advertisements over an entire year, I obtained a deeper understanding of advertising industry. Furthermore, by benchmarking the performance of our clients against their competitors, we could correctly position their products in the market. Finally, the result of continuous market analysis revealed to me the ultimate power that directs advertising: the strategies of marketing. Together with what I learned from my colleagues and daily work, I have certainly acquired an in-depth understanding of marketing from our clients’ point of view. Our clients include such international corporations as Kimberly-Clark, Kraft, Johnson&Johnson, and DHL, and they have many deep insights into today’s competitive market.
What impressed me most in Ogilvy&Mather was the Kotex workshop with marketing managers from Kimberly-Clark. In this workshop, our clients and we worked together on the market segmentation, targeting and positioning for Kotex re-launch in Mainland China. During this workshop, I not only learned a lot about marketing from others, but also presented to clients my own ideas, both as an advertising agent and as a consumer. These precious experiences in Ogilvy&Mather have opened to me the profound and fascinating world of marketing, and have increased my interest in marketing to an even higher degree.
My undergraduate first major, English Language, has established a solid foundation for my further studies. The four years of undergraduate study have taught me much more than the rudiments of a language. I have learned the skill of using language, of understanding, of expressing, and of communicating.
These are precisely the skills marketing requires.Moreover, the basis of understanding language is understanding culture, while in the field of marketing, culture plays a crucial role in the analysis of consumer behaviour, new product introduction as well as brand management. During my undergraduate years, I constantly ranked among top 3 out of 97 students, and achieved an average score of 90.4%. I believe that my English proficiency, business knowledge and internship experience will combine to offer me better insights into the marketing world.
My education and experience to date have provided the foundations for my chosen career in Marketing. As a girl with a constant thirst for fresh knowledge and new challenge, I feel I would benefit a lot from the opportunity to study at a higher level. After my MSc study, I plan to come back to China with the advanced knowledge and skills I have acquired in UK, and contribute as much as I can to the development of marketing in my motherland.
Warwick Business School, with its international reputation and its unique blending of marketing and strategy, is the ideal place for me to pursue my MSc degree in Marketing &Strategy. I sincerely hope that Warwick can give me this precious opportunity and thus lead me further into the world of marketing.
If I am fortunate enough to be selected, I will try my best to achieve perfection in every aspect of MSc study, and contribute to the future of Warwick with all my effort.
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