While working as a product manager in a leading technology firm, Diana Lim discovered her passion for transforming ideas into possibilities. Desiring to move into product marketing, she took up the Master of Communication (formerly the Master of Social Sciences (Communication)) to gain a strong foundation in communication, leadership, interactive media and analytics. We spoke to the driven young learner to find out what her takeaways from the programme were, as well as how it has benefitted her and her career in the field of Science, Technology, Engineering and Mathematics (STEM).

When you entered this programme, did you have any goals set for yourself?

Diana: I joined the programme with the intention to develop skillsets in certain areas: leadership, interactive media & analytics as well as various aspects of communication. Even before I joined the programme, I had the intention of specialising in product marketing. I knew that if I wanted to succeed in this field, I needed to have professional training as product marketing involves a great deal of communication, storytelling and delivering the right messages to different stakeholders. This programme offered everything that I needed.

Of the three specialisations offered in this programme, why did you choose Strategic Communication?

I chose Strategic Communication because it suits my strengths and interests. I am a big-picture thinker, and it is very important for me to be able to see the macro environment. I believe in connecting different perspectives to form a full picture and communicating to gain a good understanding of individuals. Furthermore, through effective and deliberate communication, one can persuade, understand, engage and improve relations with stakeholders and external parties. This is a valuable asset to have for any product marketer.

While studying in this programme, did you unlock any concepts which could help you in the field of product marketing?

I found the course “Uses of Communication Research” very insightful for an aspiring marketer. It taught us the concepts of experimental design and content analysis as well as how to use them to answer research questions.

Experimental design gave me a better insight into consumer behaviour and market trends. In a lesson on the testing of different product features to determine effectiveness in increasing conversion rates, we learnt that seemingly minor details—such as colour—could impact audience behaviour.

Content analysis taught me how to glean insights into customer needs through assessment of customer feedback, online reviews and social media posts. These insights not only allow for monitoring of brand reputation and tracking of how consumers perceive products, they also help the company to make informed decisions based on real statistics.

I also learned that empathy, consistency, reciprocity, self-determination theory and motivations are the main drivers to understand one’s customers, and they should be top of mind when designing marketing campaigns.

These concepts are especially important for product marketers, so that they may gain an understanding of how to analyse customer behaviour based off data, what makes customers tick and how to create product stories that will delight them.

Which two courses in the programme had the most impact on you?

To pick only two courses is tough!

NM5219 (Critical Design) gave me that “ah-ha” moment, when I learned more about why innovation resonated with me and is a must-have in my daily work. It helps me identify the core principles of problems, and correlate design as well as communication with my engineering training. The course also taught me to challenge existing assumptions and the status quo, and to question established practices to learn the context—so that I am better able to connect different ideas to form a big picture. By understanding the main context, I can develop innovative and sustainable solutions using critical thinking and reflection, which can lead to more effective and efficient solutions.

To create a good marketing campaign, we should have an understanding of the needs of both the user and the market. This is done through thorough analysis of available data so that marketers can create campaigns that can capture the hearts and minds of their audience. Several courses help me build my foundation in this area, NMC5324 (Uses of Communication Research), NMC5322 (Interactive Media Marketing Practices) and NMC5302 (Digital Communications and Analytics).

Can you share with us about mentors and leaders who have inspired you?

I met great leaders, mentors and coaches early in my career. They are the role models who created a learning environment where I could feel safe enough to be myself, collaborate and learn from others.

In my early career, Mr Toh Meng Kiat and Mr Xu Zhong Hao showed me the ropes. They shared with me how they navigate the corporate world as they solve problems using different perspectives as well as creativity. I joined Young Women’s Leadership Connection (YWLC) for networking and professional development where I was accepted into the mentorship program. I was introduced to Ms Ang Fung Fung. She mentored me in becoming a better communicator and team player, teaching me invaluable skills in both personal and professional development. I also took up a mentee position under Ms Julia Chin through iLEAD, in order to build up my experience in managing teams and leadership.

Currently I am being mentored by Mr Daniel Chua, Chief Executive Officer of Kaiser Strategic. Together, we are working on developing my strengths to achieve my long-term career goal: a C-Suite position.

Something my mentors have common is that each has created an environment where I can collaborate with them whilst learning from others. This safe space encourages my creative self to explore possibilities and be prepared for assignments that I always wanted to give my best shot. Preparation is the key to success, One memorable experience I had during my internship was when my manager, Mr Jeff Henige, invited me to share what I hoped to learn during the internship. I told him of my desire to work on global projects and to experience different cultures first-hand. A few weeks later, I was roped in to work a multi-million dollar project in Japan, the first business trip I would make!

I learned that it was essential to speak up and let my voice be heard. My opinions and perspectives are valuable, regardless if I were making requests for resources or advocating for my team’s needs. I would not have gotten the opportunity—the invitation from my manager—to make that business trip to Japan if I had not mentioned it. Without my mentors, I would not have gotten this leg up.

What are your thoughts about being a woman in STEM and what advice do you have for women in the field?

To repeat my earlier statement on making my voice heard, it is an important and crucial lesson, especially for women in STEM. All of us have voices, and we should never be afraid to use them. By speaking up, our voices connect to those who connect with us, we can make a difference, challenge the status quo, and achieve our goals. It will not always be easy, but it is worth it—both for ourselves and for the women who will follow in our footsteps.

Another lesson that I have learned is that as a woman navigating the professional world, building a strong network of supportive peers can make all the difference. It is not just about having contacts; it is about finding a community of like-minded individuals who share similar values as me and can help me grow both personally and professionally. Not only do they provide valuable insights and advice, but they also create a safe space where I can ask for help or rejuvenate myself through their positive energy. These networks allow me to be true to myself and in turn, I lift others up and empower them.

Master of Communication (MOC)

In a relentlessly volatile media landscape shaped by technological advances and content proliferation, media professionals must be agile to keep pace with constant change.

Today, content is king, holding court on digital platforms that reach millions of people every day. The challenge for organisations in this age is to harness the power of content and wield it strategically to communicate effectively with their stakeholders.

The Master of Communication recognises that competency gap in the market and is proud to be the first graduate programme to fill that void.

We provide mentorship to groom our students into leaders in the digital field and equip our graduates with cutting-edge expertise to firmly grasp the essence of data in their communication plans.

Take your first step towards achieving those long-held aspirations. Read more about the Master of Communication and the three specialisations available here.