“It wasn’t until one of the marketing campaigns I designed at Japan Tobacco International was

struggling to achieve its desired KPI, I discovered the significance of relevant strategy to
introduce an international brand to local market and ensure prudent marketing investment. Then
I deep dived and discovered that the infrastructure and expertise to unite international marketing
practice and local marketing practice in order to derive suitable outcome is absent in my country
tremendously. At that point of time, I was considering of pursuing my master’s after 4 years of
work experience in Marketing and Sales. Apparently, backed by my fascination of building a
global career in Marketing, I have decided to enroll myself in the Master's Programme in
Marketing Communication.

At present, my job role as an Activation Associate involves establishing global tobacco brands
in Bangladesh market. Furthermore, I analyze market and consumer data to identify
opportunities for future exploration. Previously, as a media planner at Mindshare I utilized
consumer insight to place advertisements in electronic, print and digital platforms for
Multinational companies like HSBC, GSK and Pepsico. My work pertained to reach the related
target group by transforming the global message for local audience which eventually resulted in
call to action.

Besides, it has always motivated me to observe how creativity possess the ability to unleash the
potential of marketing which is aimed to solve peoples’ problem. Beyond doubt, the field of
Business and Marketing in the foreseeable days will be benefitted from omnipresent global
influence in order to create impact. The prior exposure in applied marketing definitely puts me in
an advantageous position to contribute immensely in global field. The Course in this Masters
Program “Buyer Behaviour” will help me to gain hands-on understanding of how knowledge is
produced, assessed and implemented in research on buyers “Communication: strategic and
cultural perspectives” course will enhance my ability to problematize and critically analyze
different phenomena, tendencies and changes in modern society, culture and business. I intend
to learn about a number of different areas that reflect contemporary challenges in marketing
communication from the course “Contemporary Challenges in Market Communication”.
“Branding: Strategic and Cultural Perspectives” course will support me to understand the
roles brands but also advertising in general play in markets.

Export earnings of goods and services in Bangladesh contributes 13.38% of the total GDP. Out
of which the Ready Made Garments sector account for 83% of the total revenue earned from
export according to the latest record. However, this prime sector is experiencing a decrease due
to downward trend of Ready Made Garments as well as emergence of alternative source
countries. In order to achieve the rising target of Sustainable Development Goal (SDG) by
next 10 years, it is high time to diversify the export basket and explore untapped industries and
markets. I am keen to work in revealing the potential of jute, frozen food, leather,
pharmaceuticals or agricultural goods by promoting these industries to the world. To introduce
an unconventional export product or to tap into a novel market it is essential to forecast how a
particular type of product will be received in a certain geographic location. Followed by my
degree in “Marketing Communication”, I plan to be employed in consultancy firm focusing
export marketing solution and eventually will establish one of my own to contribute locally and
globally. I strongly believe that my prior experience of working in international cargo
transportation and logistics Sales and Marketing, FMCG Marketing and eventually the Masters
will pave the way for a career to develop skill and business process to gain real value from
Export Marketing.

I have proactively sought to increase the efficiency of my interpersonal and communication

skills throughout my educational and professional life by organizing club activities and leading
employee engagement programs. Also I take pleasure in being aware of the latest
developments in marketing practices and exude enthusiasm in exchanging the knowledge with
my peer group. I am an ardent learner and feel deeply committed towards delivering what is
expected from me. In recent times, I was posted in a market centric role where a great deal of
improvement areas were unexplored. Moreover, the role wasn’t a conventional one for the
female and the stakeholders were not accustomed to dealing with a woman in such role. Here, I
managed a team of 43 people with 3 direct reports as a Field Marketing Executive at Japan
Tobacco International. It was also unprecedented for the team to have a female leader. At the
beginning, I faced challenge in an unfamiliar market and received lesser cooperation from my
sales counterpart, as my job role required frequent collaboration with sales team. Eventually, I
managed to convince them with my genuine intention, dedication and greater interest towards
improving not only mine, but also their performance. I initiated practices such as daily evaluation
of market performance, challenges, conflict resolution with stakeholders, competitive salary for
the team and arranged team dinner/lunch to improve bonding within team. This brought a
dramatic change in the outcome and as a result I was awarded as the best performing Field
Marketing Executive of the Area. During my University days, I attended as a delegate in
Bangladesh Youth Leadership Summit 2012 organized by BYLC. I worked as an Student
Ambassador of Bangladesh in “Friends of 71 (liberation war of 1971)” for honoring prominent
poet Subhash Mukhopadhyay, Indian artist Dhiraj Choudhary and legendary Indian journalist
Vivekananda Mukherjee as part of an initiative by Ministry of Foreign Affairs (MoFA),
Bangladesh. Additionally, I served as an Ambassador of Bangladesh through the Organization
of Islamic Cooperation (OIC) and MoFA in “The 19 th Conference of the Islamic World Academy
of Sciences”. I contributed as Hospitality Volunteer for the VVIP National and International
guests at ICC T20 Cup in 2014 hosted by Bangladesh Cricket Board. Bangladesh Brand Forum
selected me as Marketing Campaign Idea Winner attendee for BBF Seminar ’15 and
Commward ’14. In High-school, I was Quizzer at DESH O BIGGAN and QUIZ QUIZ on BTV
(National Television of Bangladesh) and champion of Pride Presents-IBA Inter University Quiz
2012 organized by IBA Communication Club, Dhaka University.

In preparation of such a Global exposure my on-the-job experiences, with a combination of my

bachelor degree in Business Administration as well as my prior participations and awards, in my
belief, make me eligible for this course and will enable me to connect with the course
immediately.”

- Antara Islam
Applicant of Master's Programme in Marketing
Communication
Contact: +8801826056258
E-mail ID: antara171@gmail.com
LinkedIn: linkedin.com/in/antaraislam