STATEMENT OF PURPOSE

Name: ADITI VERMA

Institution: UNIVERSITY OF MELBOURNE, VICTORIA
Course: MASTER OF MANAGEMENT (MARKETING)

INTRODUCTION AND FAMILY BACKGROUND:

My name is Aditi Verma. I am 22 years old and I live in Gurgaon, India. I have been
blessed with a family of 4 members, my father Mr Rakesh Verma, my mother Mrs Alka
Verma and my elder brother Mr Sourabh Verma.

My father owns a Jewellery Retail Business based in Gurgaon. My mother is a

Homemaker and my elder brother is a Jewellery Designer. It is my dream to reach the
pinnacle of success in my life with the support of my family. I am looking forward to
pursuing a Master of Management degree with a specialisation in Marketing at your
esteemed university. Our Annual Family Income for the year 2021-2022, as per the
latest ITR is INR 20,00,000/AUD 39,215. My education will be sponsored by my parents
through their savings and fixed deposits. Given the high value of our assets in India, my
parents will continue to stay in India and being the only daughter, I have a strong
motivation to return to my country.

ACADEMIC BACKGROUND AND WORK EXPERIENCE:

I completed my secondary schooling at Summer Fields School in Gurgaon in May 2017.
After High School, I chose to pursue a Bachelor of Arts degree with a specialisation in
“Marketing Management and Retail Business” in August 2017 from the University of
Delhi, the foremost academic institution in the country.

I have undertaken additional certifications and relevant work experience to enhance my

knowledge and form a base for my studies at the University of Melbourne.
During the first year of college, I completed a summer internship at Edu-Kators, where I
was first exposed to the dynamic field of Digital Marketing. I worked closely with the
marketing team to design successful digital marketing strategies for their clients. During
that internship, I also learned content marketing and its importance for businesses to
attract new customers and connect with existing ones.

Over the summer break of 2019, I worked as a Digital marketing intern at Polyvalent
Digital Services. During this time, I was able to learn several types of Digital Marketing
including Search Engine Optimization, Email Marketing, Social Media Marketing, and
Content Marketing.
During the final year of graduation, I joined my father's business, Aditi Ornaments
Private Ltd., as a Sales and Marketing Intern. It is one of the most well-respected
jewellery brands across the Delhi-NCR region. My primary job responsibilities included
sales promotion, maintaining a positive relationship with the customers, managing
inventory across all stores, creating an online presence of the store and selling the
product on e-commerce platforms like Amazon, and Flipkart. During this time, I had
seen store expansion; from two to four stores within six months. This job provided me
with the knowledge of sales and marketing in the business world and encouraged me to
further explore this field.

Upon completion of my Bachelors', I started an internship with an Event Management

Company, BizConnect Events where my job responsibilities included creating digital
content that provided information on the services they offer. It helped me learn how to
develop content that accurately reflects the company ideals and create search engine
optimization (SEO) strategies in writing to maximize the online visibility of a website in
search results.

Apart from my educational qualifications, I liked to participate in several extra-curricular

activities. College time has been the most intellectually stimulating and professionally
important period for me. I became an active member of the Marketing Society of my
college "Mercadeo CVS" and took part in a good deal of mock marketing strategy
competitions providing me with ample learning opportunities.

Apart from that, I completed three years as a Naval Wing Cadet in the National Cadet
Corps. During this time, I was promoted to the rank of Cadet Petty Officer and got the
opportunity to take part in National Level Competitions where I was awarded the Best
Cadet, visited Indian Naval Ships and learned amazing new things such as firing,
swimming, boat pulling, sailing and many more.

During the pandemic period and a lot of free time in hand, I took up the opportunity to
pursue several online courses to further enhance my knowledge of the subjects of
digital marketing, more specifically, search engine optimization and social media
marketing. I completed The fundamentals of digital marketing Course (1st August 2020)
and SEO Training Masterclass: Beginner SEO to Advanced SEO (27th September
2020) among others. I have also worked as a freelance content writer throughout the
pandemic period and wrote SEO optimized articles and social media content for several
websites.
All of the work experience I gained has certainly boosted my confidence and laid a
foundation to support my determination to become a Marketing professional in the
coming future.

WHY MASTER OF MANAGEMENT (MARKETING)?

Born in a family of business people, I was always inclined towards managing
businesses but I wanted to do it in a more professional manner and on a larger scale
than my family. With this thought in mind, I started preparing myself for a career in
management with a focus on Marketing.

I am eager to take up advanced marketing studies at your prestigious institution

because I believe my marketing skills will flourish at your program.

My aim is fuelled by my desire to attain a specialist knowledge of management and

marketing disciplines to further improve my career prospects. A Master's in
Management with a specialisation in Marketing would give me an in-depth
understanding of all the important marketing aspects and methodologies.

In this programme, I will greatly benefit from studying subjects like Managerial
Economics, Business Analysis & Decision Making, Marketing Management, Marketing
Research, Marketing Metrics, Digital Business and Marketing, and Branding; a unique
opportunity to engage in a work placement, that will allow me to foster impactful
leadership skills and personal growth.

WHY NOT STUDY IN INDIA?

When I started looking at different courses I could pursue in India in the field of
Marketing and management, I found that most of them focused mainly on the theoretical
approach instead of practical knowledge. There is a lack of active learning such as
class participation, case studies, on and off-campus practical experiences, which is
focused more in Universities abroad. Research-based education is very little practised
in India. Also, these courses did not offer any global exposure.

An International degree has global recognition as compared to studying at local colleges

or universities. It will demonstrate my ability to succeed in an environment outside of my
comfort zone. Pursuing a degree overseas will enrich me with cultural awareness and
understand how people from different backgrounds and ethnicities work together.
Additionally, studying abroad will help strengthen my English language skills, particularly
enhancing my vocabulary
Studying Masters of Management (Marketing) from Australia will give me a broader
perspective on marketing aspects like marketing strategy, customer behaviour,
relationship marketing, branding, neuromarketing and international marketing, which
has gained a lot of significance in today's corporate world. An international study
experience will prove to be helpful to make a career progression in India with some of
the leading companies.

I do not think that pursuing my studies from India will put me in a competitive position or
enhance my skills, hence I wish to apply for a well-structured course in Australia and
fulfil my dream of attaining a world-class education.

WHY STUDY IN AUSTRALIA?

After thorough research and discussion with many students studying there, I decided to
choose Australia as my overseas study destination. Before making up my mind, I
explored courses in the United States and Canada as well. Some of the top universities
in Canada like the University of Toronto, University of British Columbia and McGill
University caught my attention. Also, there are several American Universities well
known for their postgraduate programmes like Columbia University, Michigan State
University and others. But, I crossed off Canada and the USA from my list when I found
out that they have higher academic requirements for admission, more specifically, a
4-year under-graduation degree. Another reason is the expensive fees and higher living
costs.

The presence of many Australian universities in the Top 100 of the world rankings
speaks highly of the overall attitude of the Australian government towards encouraging
high-quality education. Also, International students have the advantage of a post-study
work visa along with part-time working rights during the course. This will help me cover
my living expenses while staying in Australia. The availability of various scholarships is
also an important factor I considered while selecting Australia.

In Australia, the teaching methodology is more practical along with the latest techniques
and updated curriculum which makes the learning process advanced. Graduates from
Australian schools are highly sought after due to the impressive international reputation
of the Australian education system.

Australia has 5 of the 30 best student cities in the world based on factors such as
student mix, diversity of culture, affordability, quality of life, and many others. The
hospitality in Australia has always been highly regarded, and I am pleased to know how
warmly Aussies welcome international students. Furthermore, The Education Services
of Overseas Students (ESOS) framework protects the rights of international students
studying in Australia.

Due to the pandemic, there is a lot of uncertainty around Student travel, borders and
course commencement. Australia has provided a clear message that they are
supporting online commencement and subsequent travel once things normalize.

The country is very tolerant and accepting of people from different nationalities and
cultural orientations. Australians speak English, making it easy for international students
like me to feel a sense of belonging in the multicultural setting. Hence, considering
these points, I feel that Australia is the best study destination for me.

WHY THE UNIVERSITY OF MELBOURNE?

The University of Melbourne is my preferred choice because it is ranked among the
leading universities in the world. It has been ranked number 1 in Australia as per
Independent world rankings. Times Higher Education has ranked the University of
Melbourne at Number 33 in the World. As far as employability is concerned, the
university is placed at number 8 in graduate employability worldwide, highlighting the
benefits of studying here for an exceptional career.

Here I will attain knowledge from one of the best faculties in the world and study a
research-based and industry-driven curriculum with a wide range of electives. The
course at Unimelb allows for great flexibility and focuses on a student’s overall
development. Also, the university is known to provide its students with opportunities to
represent themselves and the university at several international platforms and network
with industry leaders. This is another big reason behind choosing the University of
Melbourne for my masters.

The dynamic skills and learnings that I will accumulate during my degree at the
University of Melbourne would certainly help me land a sought-after job in the marketing
space. Master of Management (Marketing) from the University of Melbourne would
equip me with an experience that will not only shape my skill set but expose me to the
world-class standard of education, global outlook, multicultural atmosphere and peers
with whom I will form a lifelong professional and personal friendship. It would be an
honour to graduate from a prestigious Institution like itself.

PROGRAM DETAILS OFFERED AT THE UNIVERSITY OF MELBOURNE:

I want to pursue a Master of Management (Marketing) degree from the University of
Melbourne. The duration of this course is two years full-time.
It is a 200 Point Program consisting of 16 subjects with 4 core units including
Management Competencies, Marketing Management, Consumers and Consumption
and Marketing Research. The program also offers a wide range of elective subjects you
can choose from like Digital Business and Marketing, New Product Development,
Customer Experience Management, Public Relations, Branding, Marketing Metrics,
Neuromarketing and a few others. Also, the course includes a professional internship
unit program as an elective so you can gain hands-on practical experience and grow
your professional network while you study.

The various career outcomes that I am interested in after graduation are Digital
Marketing Strategist, Market Research Analyst, Brand Manager, Marketing
Communications Manager and Customer Experience Manager.

OTHER INSTITUTIONS I RESEARCHED APART FROM THE UNIVERSITY OF

MELBOURNE:
Apart from the University of Melbourne, I also did extensive research on some of the
other reputed universities in Australia like UNSW Sydney, University of Technology
Sydney, La Trobe University, Deakin University, The University of Western Australia and
Griffith University. After thorough research on the courses offered by these universities,
I realised that I was genuinely interested in the course content offered by the University
of Melbourne for Master of Management (Marketing).

FINANCIAL CAPACITY:
I have access to AUD 74,000 in the form of savings and deposits with my parents, to
support my studies in Australia. (Not yet confirmed)

INTERNATIONAL TRAVEL HISTORY:

I have not been anywhere outside of India yet.

FUTURE CAREER OUTCOMES AND INTENTION TO RETURN TO INDIA:

I will return to my country, India, after completing my studies in Australia. With my entire
family living in India, I consider it my responsibility to look after my parents in their old
age as they did for me. I am also keen to take advantage of the three-year post-study
work visa under the visa subclass 485 after I complete my master's degree.

Once I graduate, The job roles I am seeking for international exposure are Digital
Marketing Strategist, Brand Manager, or Market Research Analyst, in some of the
leading companies like Deloitte, Unilever, Quanta's, Amazon, Google, Woolworths, or
Loreal with an average salary expectation of 50,000-60,000 AUD.
I came across some good opportunities on glassdoor and LinkedIn in this job profile
with attractive packages. Please find the link below for your reference:
https://www.glassdoor.co.in/Salaries/melbourne-digital-marketing-manager-salary-SRC
H_IL.0,9_IM965_KO10,35.htm

Masters in Australia will undoubtedly give me an edge in my CV with lucrative job

opportunities in India offering job satisfaction, reasonable compensation, and career
growth I have always dreamt of. After gaining some work experience in Australia, I
would like to return to India and work with top companies like Nestle, Reliance or
Amazon as a "Brand Manager", "Marketing Communication manager" or "Senior
Marketing Manager," with an average salary expectation of INR
22,00,000-32,00,000/AUD 40,00-50,000. For your reference, please check out the link
below:
https://www.naukri.com/brand-manager-jobs?src=qsbUsage&k=brand%20manager

I am a dedicated professional and if given the right opportunity, I would make sure to put
my blood and sweat into bringing quality and efficiency to my work. By pursuing this
programme, I want to attain industry-standard marketing skills and work as a marketing
manager. Since the objectives of this programme and my objectives are inclined
towards the same direction, I hope to get selected for the same course.

VISA CONDITIONS:
I am aware of the following visa conditions:

8105: I cannot work more than 40 hours per fortnight when the course is in session, but
I can work for more than 40 hours per fortnight during recognized vacation periods
offered by the education provider.

8202: I must maintain satisfactory attendance in the course and course progress for
each study period as required by the education provider.

8501: I must maintain adequate arrangements for health insurance during my stay in
Australia.

8533: I must inform my education provider of the address where I will live in Australia
within seven days of arriving in Australia. Also, in case I change the address where I
live, I need to inform my university about the same within seven days of the change.

OBLIGATIONS:
I realize the obligations as a student that I cannot work more than 40 hours per fortnight
when the course is in session, but I can work for more than 40 hours per fortnight during
recognized vacation periods offered by my education provider. I understand that I
cannot change my university in Australia before six months of commencement; I must
maintain at least 80% attendance during my study.

I understand I won't be able to travel to Australia for my studies until the travel
restrictions caused by covid-19 are removed. Given the opportunity, I assure you to give
my best and maintain the elite educational
standards of The University of Melbourne.

Thanks and regards,

Aditi Verma