While entering the workforce builds valuable practical experience, hands-on work inevitably raises deeper questions over time: Why do consumers select a particular product? How should marketing campaign effectiveness be measured? What enables a brand to differentiate itself and achieve sustainable growth? For Thai Le Song Tien, these exact professional questions became the driving force behind her decision to pursue a Master’s degree in Marketing at Ho Chi Minh City University of Industry and Trade (HUIT).

Tien currently serves as a Content Marketing Specialist at Tech Air Manufacturing and Distribution Co., Ltd., while concurrently holding leadership roles as Deputy Secretary and Head of the Inter-Branch Association. Alongside her professional commitments, she is pursuing an application-oriented Master's program in Marketing at HUIT.

For Tien, pursuing graduate education early in her career stems from a desire to build a solid professional foundation from the start. "After spending time in the corporate world, I realized that while I gained practical experience, there remains a vast body of systematic knowledge, strategic skills, and frameworks I need to master. I believe that while young, taking full advantage of opportunities to learn and gain deeper insights creates a stronger launchpad for the future," Tien shared.

Thai Le Song Tien, a Master's student in Marketing at HUIT, sharing her perspectives

Working in content marketing places Tien in constant contact with brand messaging, customer segments, product features, and brand identity. The deeper she engaged in the role, the more she recognized the gap between executing daily tasks and grasping the broader marketing strategy behind them. "There are operational tasks I can handle based on routine, but occasionally decisions were made intuitively without a holistic view. What do customers truly need? Are we reaching the right target segment? How should a comprehensive marketing plan be structured, and how are performance metrics evaluated? These questions made me realize that while experience is essential, structured academic knowledge and strategic methodologies allow us to make far better business decisions," Tien explained.

According to Song Tien, in today's competitive business landscape, marketing plays a pivotal role in corporate success. Quality products serve as the baseline, but to win in the market, businesses must understand consumer insights, build clear differentiation, and cultivate long-term brand equity. "Companies must understand customer needs, identify why consumers choose them over competitors, and know how to foster ongoing customer retention. When a brand accurately understands the market and executes a cohesive strategy, growth opportunities become significantly more sustainable," Tien noted.

That strategic vision represents the primary value Tien expects from the Master’s in Marketing program: integrating real-world experience into a structured academic framework to refine her analytical perspective and problem-solving approach. "I expect my graduate studies to cultivate more systematic thinking, enabling me to operate strategically and deeply understand the rationale behind marketing decisions. The knowledge acquired can be applied directly to enhance my daily work at the company," she stated.

Looking ahead, Song Tien aims to advance her expertise in marketing and progressively step into managerial roles. In the longer term, she hopes to leverage her accumulated knowledge and industry insights to mentor and add value to those around her.

For Song Tien, pursuing a Master’s degree in Marketing while actively working in industry bridges two vital pieces of her career: real-world corporate experience and structured academic rigor. Knowing her destination, investing early in core capabilities empowers her to shape her professional trajectory with confidence and strategic intent.

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