By the time Jennifer Sidharta arrived at the University of Melbourne, she had already built a successful career, now working for W Maldives, she reflects on her experience studying the Master of Digital Marketing.
With her vast experience to draw from, Jennifer chose the Master of Digital Marketing to broaden her perspective and learn from world renowned academics.
"What drew me most to the program was the opportunity to learn alongside practitioners and academics from around the world," she says. "I wanted to understand how marketers in different countries approached similar challenges and what we could learn from one another."
Studying with classmates from different professional and cultural backgrounds challenged many of her assumptions and reinforced an idea that continues to shape her work.
"What matters most is what the customer wants, not what the marketer wants."
Jennifer says hearing different perspectives in the classroom showed her how the same message could be interpreted differently depending on cultural context, while also revealing the behaviours people have in common. Lecturers, including Scott Tetley, encouraged students to balance strategic thinking with a genuine understanding of their audience.
Jennifer completed her degree as a scholarship recipient and graduated with First Class Honours.
Alongside her studies, she contributed to student and volunteer communities, experiences she says were just as important as her academic achievements.
"Marketing is fundamentally about understanding people," she says.
"It is not only about data or creating visually compelling campaigns. It is about understanding what people value, what excites them, what concerns them, and how communication can genuinely resonate with them."
The program also broadened her understanding of marketing. While her professional experience before Melbourne had focused largely on digital advertising, studying at the Faculty of Business and Economics introduced her to the broader connections between content strategy, branding and customer engagement.
"The experience reinforced the importance of avoiding siloed thinking and approaching challenges through design thinking and collaboration," she says.
That broader perspective has shaped Jennifer's career across technology, consumer brands and hospitality, where she has worked with audiences in different industries and international markets.
Today, she works in social media and marketing for W Maldives, helping tell the story of one of the world's most recognisable destinations.
"What fascinates me about the Maldives is that while it is globally recognised, many people still know very little about it beyond the surface," she says.
"The Maldives is an archipelago made up of many islands, each with its own identity, atmosphere and character."
At W Maldives, she enjoys finding new ways to tell the destination's story.
"People already dream about visiting the Maldives, but there is still so much room to deepen the story and reintroduce the destination in more nuanced and unexpected ways."