'It's a small-scale master's with people of all ages from all kinds of countries,' she says. Besides marketing subjects, Paulien chose effective genre design, among others. 'Here I put together a Ted Talk myself. At another faculty, I took brand management. There you learn how best to establish a brand.'
Her thesis is about persuasiveness of campaigns on Instagram. 'I look at different hedonic products, for example luxury perfumes, high-end sports shoes and which communication strategies are best to promote them. Endorsement and anchoring play a role here; text combined with the use of a celebrity. Very interesting things come out of it.'
Student Ambassador
Paulien has always done things alongside her studies. Because I enjoyed it so much it actually went naturally. In the first year of the bachelor I immediately became a student ambassador. Then you help out at taster days or give presentations at schools. I also did an administrative year and a communication internship with a platform for people over fifty. Writing newsletters, making blogs, social media content, basically everything involved in communication.'
Future
Paulien works as a Communication Associate at PwC.
