Finding balance, purpose and new perspectives through the Master of Management

After more than a decade working in marketing, consulting and brand strategy in Beijing, Charlie wanted to bring his experience into an academic setting. He chose to study marketing within the Master of Management programme at Te Kunenga ki Pūrehuroa Massey University, to explore how business operates within a different cultural context.

Charlie said he built his career by helping brands grow in China’s fast-paced markets but reached a point where he wanted to return to learning.

“There were gaps I wanted to fill, not just in theory, but in understanding how marketing works in a more global, multicultural environment.”

When it came to choosing where to study, Massey stood out immediately. After visiting several universities in Auckland, stepping onto Massey’s Auckland campus “just felt right.”

“My friends who had studied here spoke highly of the teachers, the open learning environment and the culture of support and that’s exactly what I’ve experienced.”

Charlie describes his experience so far as both challenging and transformative. Coming from a large city like Beijing, he says the shift in pace and in mindset, has been refreshing.

“I love the academic culture at Massey. I find that it encourages openness, curiosity and confidence. The support I've received from lecturers has made a lasting impression.”

The collaborative environment has also led to valuable professional opportunities. Charlie now works at ZURU, one of New Zealand’s most successful global brands. The connection with his now employer grew from guest lectures and networking opportunities organised by his lecturers.

“Those experiences have helped me merge the practical and the theoretical, combining a career shaped in China’s dynamic business landscape with the global insights I’ve gained at Massey.”

For Charlie, the biggest lesson from his time at Massey has been about authenticity, staying true to who you are while learning from others.

“Studying here has helped me reflect on my past experiences and examine what I want to do moving forward. It hasn’t just advanced my career; it’s given me a new perspective.”