Exploring EDHEC's MSc in Marketing Analytics with Zhang Fulin

Zhang Fulin majored in Logistics Management during her undergraduate studies but discovered her passion for market research while working. This led her to join EDHEC's MSc in Marketing Analytics programme in 2024. In this interview, she shares her reasons for choosing the programme, her initial experiences after enrollment, and how she is adapting to studying and living in France. Let’s hear her inspiring story!

Before joining EDHEC, what was your undergraduate major?

My undergraduate major was Logistics Management, which isn’t closely related to what I’m studying at EDHEC—it’s almost like a career switch. However, since I’ve been working in market research after graduation, I chose the Marketing Analytics program, which aligns best with my work experience.

Why did you choose EDHEC?

EDHEC is the only top-five business school in France offering a Marketing Analytics programme. This programme integrates marketing and data analysis, making it a great fit for future career demands and aligning with the market’s need for multidisciplinary talent who understand both business and technology.

Additionally, EDHEC places great emphasis on career development. According to The Financial Times 2024, its career center is ranked #1 in France.

Why did you choose your current master’s programme?

After graduating, I worked in market research. However, due to the mismatch between my undergraduate major and my job, I felt I lacked a solid theoretical foundation. This gap became apparent in real-world projects, so I decided to pursue further studies in a master’s programme most relevant to my field.

How did you learn about the EDHEC Future China Alumni Impact Scholarship?

When I was applying for scholarships, Ms. Cai Yuting, the International Admissions Officer, emailed me to recommend it, saying it was a great fit for me. Additionally, EDHEC’s website showcases various scholarships, including “Women in Business & Data Science” and “Cultural Diversity.”

Was the application process for the scholarship complicated?

Not at all. It was quite straightforward—just a motivational letter, followed by a 45-minute online interview and test, which were similar to the application process for EDHEC itself.

How has receiving this scholarship helped you?

The scholarship significantly reduced my financial burden, allowing me to enjoy my studies and life in France within my budget. It also represents the school’s recognition of my potential.

What was your first impression of EDHEC?

My first impression was that it truly lives up to its reputation as a Top Ranked Business School. The courses and professors are highly professional and rigorous.

The experience met all my expectations! The curriculum is well-structured, and there are numerous business-oriented activities. For example, within a month of starting, we had a presentation from Guerlain and opportunities to collaborate with Ubisoft on projects.

What is the teaching method and content like in your master’s programme?

The teaching method combines theory and practice, going beyond textbooks. My courses include highly theoretical subjects like *Models in Marketing* and *Advanced Consumer Psychology*, but the professors link these to real-world business scenarios. Additionally, we have projects in collaboration with companies like Ubisoft, applying classroom knowledge to real cases.

Have you interacted with faculty or staff? What did you discuss?

Before the semester began, I interacted frequently with the school’s International Students Office (ISO) staff. They provided significant support for my move to France, including help with housing applications and visa documents. They were warm, patient, and responsive, which gave me a sense of security.

Have you met students from different countries through classes or orientation events?

Yes, I’ve met classmates from France, Japan, and India. Everyone is very friendly. During the freshman gathering, I spoke with a French classmate who shared his study and work experiences, as well as the diverse opportunities for job seekers in France. He emphasised the importance of strong motivation, confidence, and proactive networking in securing a good job.

What are your impressions of the Lille campus?

The Lille campus is lush and feels like a park! On the first day, a professor mentioned the abundance of trees, which makes it very scenic. I was also impressed by the many coffee machines in the teaching buildings—they’re very affordable and a lifesaver for tired students.

Was it easy to adapt to life and studies in France initially?

Overall, it was relatively easy. In terms of academics, everyone speaks English, so communication is smooth. For daily life, knowing a few basic French phrases suffices. The biggest challenge was feeling lonely, but this can be overcome by going out more, chatting with classmates, or staying in touch with family and friends back home.

What are your future plans and aspirations?

I plan to continue specialising in market research and hope to gain more international work experience, such as working in France. Recently, I attended the school’s Career Booster event, which included mock interviews with feedback and team-building activities to enhance collaboration, leadership, and negotiation skills.

What advice would you give to prospective students applying for your programme?

First, having a background in Marketing or Analytics—whether through internships or academic experience—is important. 

Second, EDHEC values personal management skills (e.g., time management, decision-making), team management skills (e.g., teamwork, leadership), and a deep understanding of the programme’s focus.