By Kay Nguyen - Vietnam, 2 September, 2026
Growing up, I was always drawn to creative work and enjoyed expressing ideas through visuals, content and storytelling. Over time, I became interested in how communication can shape the way people think, feel and connect, especially through social media, digital platforms and marketing.
Starting with a Diploma of Creative Industries gave me a strong foundation, while my Bachelor of Communication helped me develop practical skills in digital media, content creation and audience engagement through internships, projects and campaigns. Now, through a Master of Business, I am building a stronger understanding of the strategic and professional side of the industry and how to apply my communication background in a broader business context.
Studying at QUT
I chose QUT because it has a strong reputation in communication and is well known for its practical, industry-focused approach to learning. Since communication and marketing are the areas I’ve always wanted to pursue, I felt that QUT was the right place for me to build both my academic knowledge and practical skills.
I was also attracted to the quality of QUT’s teaching and research, as well as the opportunity to learn from lecturers with strong academic and industry experience. Throughout my degree, I worked on real-world projects and developed skills directly relevant to the communication and marketing industry, making the course a valuable experience.
Practical learning
One of my favourite parts of my study experience at QUT was the practical learning, especially in the Social Media Strategy unit. We had the opportunity to work on a real client brief for Netflix and develop a campaign to promote Heartbreak High Season 3, a popular Australian series that focuses on teenage lifestyle, identity and culture. Our task was to create a two-week campaign leading up to the premiere. We had to identify the target audiences, understand their behaviours, select the most suitable platforms, set SMART objectives, develop strategies and tactics, and create a detailed content calendar across TikTok, Instagram and Spotify.
What I enjoyed most was being able to think creatively while still using audience research and data to support our decisions. For example, we developed content for both Gen Z and Gen X, using current teenage culture for younger audiences while also connecting the reboot with the original 1994 series for older audiences. We also explored creator collaborations, music, user-generated content, interactive filters and social media engagement. The lecturers and tutors were also very supportive throughout the whole process. They closely followed our progress, gave us detailed feedback and helped us understand how to turn academic concepts into practical campaign decisions. That experience was especially valuable because it gave me a much clearer understanding of how a real communication and social media campaign is planned, executed and evaluated in the industry.
Solving real world problems
I completed a Work Integrated Learning unit, which allowed me to develop my understanding of professional and industry practices before applying these skills in a real workplace environment. I worked as a Digital Marketing Intern and Volunteer with the QUT Guild, where I contributed to creating digital content and communication initiatives funded by Student Services Amenities Fees (SSAF). My work involved promoting student support services related to wellbeing, health, study support and food assistance, as well as events such as Mental Health Week, CareerCon and FoodBank
One of the most valuable aspects of this experience was having the opportunity to work in a professional office environment alongside experienced marketing professionals. I was involved in brainstorming ideas, creating social media content and supporting marketing campaigns. I also had the opportunity to learn and use marketing platforms that I had never worked with before, such as Mailchimp and Loomly, which helped me expand my technical skills and gain a better understanding of how digital marketing tools are used in a professional workplace. Overall, this experience allowed me to apply what I had learned at university to real-world projects, while developing my digital marketing, content creation, communication and teamwork skills. It also gave me greater confidence and practical industry experience that I believe will be valuable for my future career in marketing and communications.
Another memorable experience was the Managing Social Media unit, where I had the opportunity to work on a real client challenge for Queensland Museum in Brisbane. Instead of responding to a fictional scenario, this taught me to think not only as a student completing an assessment, but also from the perspective of a professional responding to a client's needs.
For me, these opportunities are what made my course truly “real world.” I was not simply learning theories for assessments; I was encouraged to stay curious, keep up with the world around me, work with real information and think about how my ideas could solve real problems. Most importantly, it has made my university experience more meaningful and given me greater confidence that the knowledge and skills I developed can be carried with me into my future career.
Exploring the many sides of communication
Before starting my degree, I mainly associated communication with areas like social media, content creation and traditional media. However, throughout the course, I discovered that communication connects to so many different fields, including politics, marketing, audience research, digital strategy, data analysis and campaign development.
What I really appreciated was having the opportunity to explore these different areas before deciding what interested me most. Each unit introduced me to a different side of communication and helped me discover new strengths and interests that I might not have considered before university. This is something prospective students should know because you don’t need to have your entire career path figured out before starting the course. The variety of subjects gives you the space to explore, experiment and gradually discover where your interests fit. For me, that journey helped me realise that I particularly enjoy the marketing and strategic side of communication, which has influenced the direction I want to take after graduating.
Student support that goes beyond academics
QUT Guild has genuinely been one of the most valuable sources of support throughout my university experience. Having also previously interned with QUT Guild, I have been able to see their work from both perspectives, as a student receiving support and as someone contributing to their student-focused initiatives.
Through my internship, I also gained a deeper understanding of the Guild’s mission to advocate for students’ rights, wellbeing and overall university experience. I learned more about the different forms of support available to students, including dedicated spaces such as the Women’s Room and Disability Room, as well as initiatives and events focused on student wellbeing, such as mental health talks and awareness activities.
This experience made me realise that student support is not only about helping when something goes wrong academically. It is also about creating an environment where students feel represented, included, supported and comfortable asking for help. That is something I really valued during my time at QUT.
