Natalie Korenic

Read Natalie's story

Why did you decide to study MSc Strategic Marketing (online, part-time) at Imperial College Business School? 

I was inspired to pursue further education by the people on my team at work, the majority of whom hold a Master’s and/or Doctoral degree. But it was challenging to find a suitable option. I initially considered doing an MBA because I thought that was the standard path for people in business when they want to further their education. But I knew that what I really wanted was to dive deeper into marketing and how it intersects with technology and innovation. As I began searching, I realised that while most universities offer MBA programmes, very few institutions as reputable as Imperial offer specialised Master’s programmes in marketing. Even fewer offer programmes that are part-time and allow you to continue working, don’t require you to move to another city/country, and finally are suitable for people with an existing background in marketing. I was thrilled to find this option at Imperial College Business School and couldn’t be happier with my decision to apply.  

"The Hub platform is clearly designed with engagement in mind."

Which has been your favourite module so far and why? 

Strategic Marketing Management has been my favourite module so far because of its immediate and broad applicability. Despite already having an academic and professional background in marketing, this module has taught me how to view marketing strategy through different lenses, as well as new frameworks to use in developing strategies. I particularly enjoy how Dr Omar Merlo incorporates case studies throughout the module, as well as several guest lecture videos at the end of the term. These allow us to critically analyse how to apply the strategies we’ve learned, and see where they’ve succeeded and failed across multiple industries in the real world. The guest lecturers included the former CMO of Swatch and the First Marketing Director at EasyJet, who were fascinating to hear from. 

I have been very impressed by how current the material is in the modules. For example, we have discussed ways that companies have adapted to the pandemic, such as grocery stores providing delivery options. Marketing is an every-changing field, so it’s great to see the content being regularly revised to keep up with, and even get ahead of, this evolution. On a similar note, I appreciate that the programme team regularly asks for feedback to continually enhance the programme. 

How have you found studying on The Hub? 

The Hub platform is clearly designed with engagement in mind. Coming into an online, part-time programme, I was worried that there would be a lot of readings and long recorded lectures. But I really like that the delivery of the content varies throughout the modules. It’s a great mix of short videos, readings, interactive activities, examples, and case studies. The platform is also almost gamified in a way, encouraging you to complete a section so you can tick it off and go on to the next one. 

How would you describe your cohort at Imperial? 

Students in the MSc Strategic Marketing (online, part-time) programme have a wide range of both academic backgrounds and work experience. Some people have a background in marketing, and some do not. So, each student has unique perspectives and experiences to contribute. Lots of business programmes have students who come from different countries around the world, but I think that the online, part-time programme has the unique benefit of enabling students to continue living and working in those different countries while completing this programme. This means that they continue to have diverse experiences that everyone can learn from. 

What are your future career goals? 

Many of the students in the cohort are aiming to change companies or careers, which is a great reason to join this programme. But my situation may be a bit different in that I joined for my own professional development and to enhance the marketing skills that I bring to my work. I am excited to continue growing with my current company and leveraging the knowledge I gain from this Master’s programme to keep driving us forward. 

Looking back to when you were applying for the programme, did you attend any online webinars or on-campus information sessions? 

I decided to apply for the programme based on my own online research before attending any events. But after I decided to apply, I did attend several online information sessions to understand more about the application process and tips to write a competitive application. 

This programme is a suitable option for people who already have an academic or professional background in marketing. Most of the other marketing master’s programmes I saw were very much geared towards people without a marketing background, so I was worried that this would be case here too. But it very much is not. Despite having an undergraduate degree in marketing and six years working in the field, I feel that I am learning a lot from this programme.