MS in Marketing & Retail Science (MSMRS), Class of 2026
Scotch Plains → New York City → Shanghai
Quick Facts About Justin
Hometown: Scotch Plains, New Jersey (USA)
Undergraduate Institution: NYU Tisch
Major: Film & Television Production (Short Commercial Form & Animation)
Reason for Choosing MSMRS:
Develop formal marketing expertise to better support clients after years of creative work in Shanghai
Post-MS Goal:
Pursue full-time employment or consulting work with existing client base
Additional Background:
Founder of Scholar.Media; plays 35 musical instruments; recently gave a TEDx talk; documentary premiered at Tsinghua University
“This class made everything finally feel real.”
— Justin Scholar
Justin presenting a psychographic analysis of Chinese luxury consumers to the capstone sponsor, March 2026.
Academic Highlight: From Retail Strategy to Communication
“The degree suddenly felt like it had truly begun.”
Justin’s most impactful course so far has been Retail Technology and Channel Management, taught by Professor Rayn Wang. The class brought together theory and application in a way that made the material immediately relevant.
The fast-paced and information-dense structure pushed him to think critically about real-world marketing challenges. Each session introduced practical insights into platform strategies, channel risks, and decision-making frameworks.
A defining experience was developing a full go-to-market strategy for a real brand, culminating in a final presentation delivered directly to company representatives.
For Justin, the course offered a clear, top-level view of what it means to operate as a marketing manager — and he continues to apply these learnings in his daily work.
In addition, Business Communications with Professor Lisa Wilkerson had a lasting impact on how Justin approaches storytelling and presentation.
When preparing for his recent TEDx talk, he found himself applying many of the techniques from the course — from structuring clear narratives to refining slide design and delivery.
“I was thinking about everything we learned in class — how to simplify ideas, how to engage the audience, even what to do with my hands.”
The experience reinforced the importance of communication as a core skill in marketing, bridging the gap between strong ideas and effective execution
Most Memorable Experience: AI in Marketing Analytics Project
“When the code finally worked, everything clicked.”
In the AI in Marketing Analytics course taught by Professor Xiao Liu, Justin worked on building a program to analyze brand data — a challenging task for someone without a coding background.
After hours of trial and error, the breakthrough moment came when the code successfully ran, generating large volumes of meaningful insights including user feedback, media content, and engagement patterns.
This experience allowed him to connect multiple areas of study — statistics, data analysis, and Python — into one cohesive application.
More importantly, he was able to translate these insights into actionable recommendations for a real brand, directly comparing data-driven findings with the brand’s own assumptions about its overseas performance.
The project ultimately led to a job opportunity and reshaped his perspective on technical skills.
Studying and Living in Shanghai
“I’ve built a life here that I’m always happy to share.”
Having first studied at NYU Shanghai in 2015 and later returning, Justin has spent nearly eight years in the city. Over time, he has developed both a professional and personal life deeply rooted in Shanghai.
He currently balances multiple roles — running a company, maintaining a social media presence, performing regularly, and completing his graduate studies.
While his daily commute from Putuo can take up to an hour each way, he views it as part of the broader experience of living in such a dynamic city.
Outside the classroom, Justin performs weekly in Xuhui, travels for commercial shoots and performances, and continues to create music. Despite a busy schedule, he values the constant learning and creative opportunities that Shanghai provides.
One of his biggest surprises has been how quickly he readjusted to academic life after a decade away from school — particularly in quantitative subjects like statistics.
Justin performing regularly around China as Yukes玉刻, representing over 20 music brands seeking access to the Chinese market.
Final Words for Future Students
“Treat your assignments as personal projects. They're as real as you want them to be.”