By Aiko Tye - Singapore, 4 November, 2026
I chose to study communication at QUT to deepen my understanding of how brands connect with audiences across Southeast Asia and Oceania, and beyond. QUT’s academic reputation, the opportunity to immerse myself in English and a personal family connection made Australia a natural choice. My studies helped me build the practical skills and confidence to take the next step in my career, and now I am working in my dream role as a Media and Public Relations (PR) intern at Cartier Singapore.
Why study overseas at QUT
Choosing to study at QUT in Australia came down to a powerful combination of academic reputation, language immersion and a very personal family connection. QUT was ranked #1 in Australia for Communication and Media Studies in the 2026 QS World University Rankings, and studying in an English-speaking environment offered a real-world complement to my media studies.
My father grew up in Brisbane and completed his undergraduate degree in Podiatry at QUT before building a successful career in Singapore. Following in his footsteps, studying in the same city and walking the same campus made my decision even more meaningful.
Having completed a three-year media diploma in Singapore, I wanted to broaden my understanding of markets particularly across Southeast Asia and Oceania. Studying within Australia’s media landscape offered valuable context for understanding how brands analyse and enter these markets. The strong alignment between my diploma at Nanyang Polytechnic (NYP) and QUT’s curriculum also gave me significant credit exemptions, allowing me to complete my Bachelor of Communication in two full-time years. It was both a strategic step for my career and an efficient pathway to advance my qualifications.
My study journey at QUT
At first, it is easy to view each unit as an independent subject. However, as I advanced through the degree, there was a very rewarding compounding effect. Theories and frameworks introduced early on became essential building blocks for higher-level research reports, strategic media analyses and practical industry briefs later in the course. This led to many eye-opening ‘aha!’ moments.
The QUT learning journey is genuinely cumulative and purposeful. The curriculum does not just ask you to memorise and repeat content; rather, it trains you to connect the dots, apply prior knowledge in new contexts and build a professional and, more importantly, lasting toolkit.
I like QUT for its strong emphasis on hands-on learning, which provides practical, real-world experience. I believe this approach, complemented by industry connections, innovative programs and modern facilities, helps equip graduates like me with practical, job-ready skills.
Learning through practical experiences
As part of my final-year curriculum at QUT, I completed a 6.5-week Work Integrated Learning internship with BEINC, a Brisbane branding agency with a mission of ‘making those who do good, look good.’ This experience proved to be a defining bridge between my academic studies and professional practice. I contributed to real-world projects, from developing communication strategies, SWOT analyses, tone of voice guidelines and customer personas to copywriting marketing campaigns, pitching social media engagement ideas and observing strategic client meetings.
The most valuable lesson I took away was that branding is not just about crafting copy; it is about positioning, clarity and building authentic connections – especially within the team itself, all of whom I am extremely grateful for. Through ongoing feedback, I learned that great communication relies on listening and adapting. The internship gave me tangible B2B strategy experience, deepened my confidence in strategic messaging and left me energised to build my career in branding and communication.
Preparing me for the real world
My time at QUT prepared me for the industry in both practical and interpersonal ways. Studying alongside people from different nationalities and cultural backgrounds taught me how to appreciate diverse perspectives, communicate effectively and collaborate towards a shared goal. This was reinforced through hands-on, industry-relevant projects, particularly our capstone project with frankie magazine, and our social media strategies unit with Netflix AU/NZ and Heartbreak High, where we applied our classroom learning to real-world briefs. I see these skills reflected in my current workplace, where colleagues bring different backgrounds, experiences and areas of knowledge to the table, yet work together towards a common objective. Beyond practical skills, I also noticed a significant change in my confidence throughout my four semesters at QUT. I became more comfortable approaching lecturers and tutors, contributing my perspectives in class and challenging myself to think beyond the obvious.
Ultimately, QUT taught me not only how to apply my knowledge in a professional setting, but also how to remain curious, think critically and work confidently with people from different backgrounds. These are skills I continue to build on as I navigate my career in communications.
From QUT to intern at Cartier Singapore
QUT helped me build the practical skills, confidence and industry experience to take the next step in my career. I came across this internship opportunity while scrolling through LinkedIn. Although I was approaching graduation, I wanted one final internship, my third, to gain in-house experience and deepen my understanding of the luxury industry within a Maison. After exploring creative marketing at Kao Singapore Salon Division and brand strategy and communications at BEINC in Brisbane, an in-house role felt like a valuable next step to bring together what I had learnt.
Since July 2026, I have been working as a Media and PR intern at Cartier Singapore, supporting the Southeast Asia and Oceania team across media relations, advertising placements, press reporting and event logistics. My role includes coordinating photoshoots and product consignments, supporting gifting for local press and ASEAN partners, tracking editorial and social coverage, and helping plan press trips and regional talent logistics. I have contributed to Cartier’s new point of sale opening with The Hour Glass at Raffles Singapore, minor logistics planning for the Le Choeur des Pierres high jewellery event in Kyoto, and internal preparations for Singapore’s recent Into the Wild event, the upcoming Diwali: Celebration of Lights event and the End of Year gifiting season. It has been an exciting opportunity to put my learning into practice, connect with colleagues and partners across the region, and build my career in media and PR.
Looking back, I feel incredibly fortunate that Cartier Singapore accommodated an online interview. With no prior luxury industry experience, I was and am still so grateful for the chance to learn, contribute and grow within such an established global Maison. It reminded me that taking a chance, even when you may not feel entirely qualified on paper, can open doors you never expected.
Future career goals
I believe in having goals while remaining open to where life takes me. My internship at Cartier has reaffirmed my interest in an in-house brand team, where communications connect with a brand’s identity, heritage and long-term objectives. In the next five years, I hope to build a stronger foundation in media relations, PR and strategic communications within the luxury or beauty industry. I have also started training as a Pilates instructor in Singapore, exploring another interest and stepping beyond my comfort zone. I hope to use my communications background to connect with clients and build a supportive community. Ultimately, I want to pursue my professional ambitions while making a meaningful impact on the people I meet, remaining open to what these different paths teach me.
Advice to prospective students
My biggest piece of advice would be to give yourself grace, especially during your first semester. As an international student myself, I know how nerve-wracking it can be to move overseas, navigate an unfamiliar environment and feel homesick. These feelings are completely normal, so do not be too hard on yourself for experiencing them. What matters most, however, is the attitude you choose to bring into this new chapter of your life. Before you even arrive, set your intentions for what you hope to gain from university and keep coming back to them whenever things get difficult. At the same time, stay grounded in your values, keep your support system close and never be afraid to try something new. Whether it is joining a club, speaking up in class, taking on an unfamiliar project or putting yourself out there to meet new people, remember that failure is simply proof that you tried. If you never take that first step, you will never know what you are capable of.
University is so much more than the degree you graduate with. It is an opportunity to discover who you are, challenge yourself and meet people who may change the way you see the world. Make the most of it, trust yourself through the process and remember that you do not have to have everything figured out from day one.
