Full Name: Kexin Fu
Program: MSMRS
Hometown: Chengdu, China
Undergraduate school: University of Electronic Science and Technology of China
Undergraduate major: English Literature
Graduate school: University College London
Graduate major: Education
Previous work/internship experience:
Internships at REDBOOK, Richemont, Tencent, New Oriental, JD.COM, Baizizhan
Full Time offers received: 4 (participated in last year's fall recruitment to gain experience, but I will graduate in January 2025)
Favorite restaurant near NYU Stern: Mountain House Manhattan
Favorite restaurant near NYU Shanghai: Tianla Restaurant (Crystal Plaza)
What led you to apply for and enroll in this program?
My motivation for applying to this program stems from the exciting opportunity to study in both NYC and Shanghai. Having previously lived and studied in the U.K. and various major cities in China, with the exception of Shanghai, I am enthusiastic about immersing myself in new cultural experiences. As someone who thrives on exploring different cities and countries, I was confident that this program would offer me the chance to discover the diverse and fascinating aspects of both NYC and Shanghai.
Additionally, I wanted to gain exposure to the dynamic marketing environments and internship opportunities that these two vibrant cities offer. By being in close proximity to top marketers and reputable companies in both locations, I knew I would benefit greatly from this program in terms of personal growth and career development.
Which course(s) and/or professor(s) stand out from this past year?
Reflecting on the past year, I've been fortunate to encounter a wealth of exceptional professors and courses, each contributing uniquely to my academic journey. If I were to spotlight a couple, it would undoubtedly be Marketing Management with Professor Bruce Buchanan, Advertising Strategy with Professor Russell Winer and Data-Driven Decision-Making by Professor Xiao Liu.
These courses were pivotal in establishing a robust theoretical framework for me, especially as a non-marketing undergraduate student. Professor Buchanan and Professor Winer's expertise and dedication helped demystify the intricate world of marketing, making complex concepts accessible and applicable. What truly set these courses apart were the immersive learning experiences they offered. Through real-world brand cases, we gained practical insights into marketing strategies and their impact. One standout moment was our excursion to the MoMA, where Professor Buchanan led us to explore the works of Andy Warhol. Witnessing Warhol's artistic genius and understanding how he masterfully integrated brand marketing into his art was enlightening. It underscored the deep influence marketing wields, not just in commerce but in shaping societal narratives and perceptions.
In addition, I must commend Professor Xiao Liu for her course on Data-Driven Decision-Making. This course introduced me to many invaluable data analysis and visualization tools, such as Tableau and JMP. Professor Liu's efficient classroom pace and her proactive approach to addressing our questions was also very helpful. The case studies conducted in class honed my skills in tool utilization and logical thinking, laying a solid foundation for my recent internships involving data analysis.
These courses went beyond traditional classroom learning, fostering a deep appreciation for the symbiotic relationship between marketing, data, art, and culture. They not only provided knowledge but also instilled a broader understanding of marketing's role in shaping our world.
What was your favorite part of the capstone project experience?
My favorite part of the capstone project experience was the opportunity to delve into collaborative teamwork and effective time management. Our team was tasked with analyzing the target audience for a Chinese AR glasses company in international markets, aiming to enhance their sales performance abroad. Each member brought their own expertise to the table, allowing us to complement each other's strengths and maximize our work efficiency and quality. In addition, throughout the capstone project, which spanned from the fall semester to the spring semester, we learned the importance of strategic time and task management. We tackled the project by breaking down the overarching goals into smaller, manageable tasks and allocated specific timelines for each phase of the project. This approach enabled us to stay organized and focused, ensuring that we could meet deadlines and deliver results effectively.
Overall, the capstone project provided invaluable lessons in teamwork, collaboration, and time management, which are skills that I believe will continue to benefit me in my future endeavors.
What are some favorite memories from your time in NYC and Shanghai this past year?
While both New York City and Shanghai hold their own allure, what truly made the past year unforgettable were the deep connections forged with my closest friends, Zhiyi, Xinwen, and Xinyao, in these vibrant cities. Our shared experiences, whether it was attending classes, working on assignments and presentations together, or exploring as tourists, indulging in Thai massages, enjoying a relaxing bubble tea, I think every moment spent together has been a treasure trove of joy and camaraderie. Our conversations and heart-to-heart discussions have deepened our bond, enriching not just our friendship but also influencing our perspectives on life. These memories serve as a testament to the transformative power of friendship and the profound impact it has on our lives.
If you could go back in time to Orientation at Stern, what would you tell yourself as you were just starting the program?
If I could go back to Orientation at Stern, I would tell myself to cherish every moment. Embrace all the emotions that the upcoming year will bring; seize every opportunity that comes your way and tackle every challenge head-on; remember to connect with the people around you – your professors, classmates, and friends; engage in meaningful conversations and build lasting relationships. Every day is shining, so make the most of it!
What are your plans after graduation?
In the next three years, I plan to immerse myself in the consumer goods industry, accumulating practical experience in marketing. However, I understand that the market is constantly changing, and I am prepared to adapt accordingly. I believe embracing change proactively is key to staying relevant and thriving in this dynamic industry.
