Name of Student: Bhumika
Pathway Programme: Pathways to Marketing (2024 cohort)
Summary of Organisation: Applied Inspiration are collaborating with small, specialist and newly-registering higher education providers to provide expert services in data, evaluation, monitoring and research. With our partners, we are building a collective evidence base to tell our stories in Access and Participation.
Please briefly outline the project/tasks/responsibilities you worked on during your Professional Pathways internship:
1. Studied and understood Widening Participation in the Higher Education Sector, understanding how Marketing works in this industry.
“I dedicated significant time to studying and understanding the widening participation (WP) initiatives within the higher education sector. I focused on gaining a deep understanding of the policies, challenges, and strategies aimed at increasing access to higher education for underrepresented groups. Through this research, I explored how different institutions approach WP, identifying key demographics, the barriers they face, and the outreach efforts that have been most effective.
Additionally, I analysed the role of marketing within this context, learning how it can be used to promote WP initiatives effectively. My insights into the intersection of WP and marketing allowed me to develop content aligning with institutional goals and the needs of underrepresented students.”
2. Translated technical research into highly engaging written content pieces across owned media platforms like X, targeting higher education institutions.
“Drawing on my understanding of WP and marketing, I took complex, technical research and transformed it into highly engaging written content pieces. These were tailored specifically for platforms like X (formerly Twitter).
Each piece was carefully crafted to highlight the importance of widening participation services in higher education, featuring best practices and the significant impact these services have on students’ lives. My goal was not only to inform but also to inspire actionāencouraging university staff to innovate in their approaches to diversity and inclusion.”
3. Designed testimonials for the brand to share on their new website and social media.
“Understanding the power of social proof, I designed and developed testimonials that would resonate with potential students and stakeholders. These testimonials were crafted to showcase the positive experiences of HE institutions who benefited from WP services offered by Applied Inspiration.
I ensured that the testimonials were visually appealing and aligned with the brandās overall aesthetic, making them ideal for the brandās new website and social media channels. By incorporating real voices and authentic experiences, I helped enhance the brand’s credibility and appeal. These testimonials became powerful tools for humanising the brand, fostering trust, and driving engagement with the target audience.
In these points, I highlight my strategic approach to content creation and marketing within the context of widening participation in higher education, demonstrating my ability to translate research into action and effectively communicate key messages to a broad audience.“
How has the Professional Pathways programme helped you in taking the next steps in your career?
“The Professional Pathways programme has been crucial in helping me move forward in my career, especially as I aim for a role in the higher education field. The internship gave me a clear understanding of the higher education industry and deepened my interest in it. My line manager also offered valuable career advice, which further guided me toward this sector. Through hands-on experience, I gained important insights into the challenges and opportunities in widening participation, which strengthened my desire to work on improving access and inclusivity in higher education.
Additionally, the programme’s training greatly improved my marketing skills. I was able to put what I learned into practice, creating campaigns and content that connected well with target audiences. This mix of practical experience and skill-building has not only clarified my career path but has also given me the tools I need to succeed in future roles.
Looking ahead, I plan to use my Pathways experience to explore more opportunities in the higher education sector. The knowledge and skills Iāve gained have boosted my confidence to tackle challenges in this field, and Iām eager to keep building on this foundation as I move forward in my career.“
Why would you recommend the Professional Pathways programme to other students?
“I highly recommend the Professional Pathways programme to other students for several reasons. First, it offers a hands-on experience that allows you to dive deep into your chosen field, whether itās higher education or marketing. For example, through my own experience, I gained a clear understanding of the higher education sector and received valuable guidance that helped shape my career goals. The opportunity to apply what you learn in real-world scenarios is invaluable, as it not only builds your skills but also gives you the confidence to pursue your career ambitions.
The Pathways to Marketing programme, in particular, is a fantastic opportunity for students interested in exploring the diverse career options within the marketing sector. The programme offers a mix of employer-led training, a group project, and a paid internship, which together provide a comprehensive introduction to marketing. Whether youāre interested in the creative, technical, or customer-facing aspects of marketing, this programme helps you discover where your strengths lie and how they can be applied in the industry.
The benefits of this programme are clear: you gain insight into different marketing roles, increase your sector-specific knowledge, and develop confidence in your abilities. The paid internship is a significant advantage, giving you practical experience thatās essential for your career. Overall, the Professional Pathways programme equips you with the knowledge, skills, and experience needed to succeed in your chosen field, making it an excellent investment in your future.“