Imagine presenting your research to a room filled with over a hundred experts in your field. That’s exactly what Zhang Jin and Lu Yiqian, two ambitious PhD students from China, enrolled in SEGi University’s Marketing programme, did at the Sustainable Business Engagement International Conference (SBEIC) 2024 in Putrajaya, Malaysia.
This wasn’t just another conference; it was their first foray onto the international academic scene, and they made quite the splash. Both specialising in marketing, Jin and Lu seized this opportunity to share their groundbreaking research, marking a significant milestone in their academic journeys.
Jin, with a focus on branding and marketing, was driven by a thirst to expand his knowledge and contribute to the evolving world of sustainable business practices. He credits his supervisor, Dr. Ong Chuan Huat, for providing invaluable guidance and support throughout his research journey. “Dr. Ong’s mentorship was instrumental in helping me refine my presentation and build the confidence I needed to address such a large audience,” Jin shared.
Lu’s research delves into the fascinating complexities of brand loyalty. Aspiring to become a lecturer in her district back in China, she saw the conference as a crucial platform to share her unique insights on brand loyalty within the Chinese ready-to-drink tea market, a topic deeply rooted in her country’s rich tea culture. “Presenting my research in front of fellow academics and professionals was an incredible learning experience,” Lu remarked. “It allowed me to engage with different perspectives and gain valuable feedback on my work.”
For both Jin and Lu, the conference offered more than just a presentation; it was a journey of growth and discovery. They embraced the challenge of stepping outside their comfort zones, honing their presentation skills, and connecting with like-minded individuals from around the world. “As PhD students, we often find ourselves immersed in research and writing,” Lu explained. “This conference provided a much-needed opportunity to step out of our shells and gain confidence in presenting our work to a wider audience.”
The experience proved transformative for both students, leaving them with a renewed sense of purpose and a deeper appreciation for the power of collaboration and mentorship. Jin emphasised the importance of the certification for his future career in marketing relationships, while Lu highlighted the boost in confidence it provided for her aspirations as a lecturer.
A Final Piece of Advice
Reflecting on their journey, both Jin and Lu emphasised the crucial role their supervisors played in their success. “We strongly recommend that all PhD students maintain open communication and actively seek guidance from their supervisors,” Jin advised. “Their experience and support can be invaluable in navigating the challenges and maximising the opportunities that arise during your PhD journey.”
This success story highlights the dedication and talent nurtured within SEGi University’s Marketing programme. By providing students with opportunities to present their research on an international platform, SEGi University is empowering the next generation of marketing professionals to make meaningful contributions to the field.
Aligning with Global Goals:
This initiative exemplifies SEGi University’s commitment to the United Nations’ Sustainable Development Goals (SDGs), specifically:
- SDG 4: Quality Education
- SDG 8: Decent Work and Economic Growth
- SDG 17: Partnerships for the Goals