Joyce Yiu
Student Recruitment and Marketing Executive, Kaplan International Pathways, Hong Kong
Bachelor of Communication Studies in Advertising and Brand Creativity with minors in Screen Production and Marketing
She enjoys thinking creatively and strategically in her work every day, says Joyce Yiu who is now a student recruitment and marketing executive for Kaplan International Pathways in Hong Kong.
“I’m responsible for creating strategic marketing campaigns that not just promote our partner universities in Canada and the US, but also tell compelling stories that resonate with students and their families. My work might help students make life-changing decisions about their education and future opportunities, and I enjoy maintaining strong relationships with our education agent partners, as well as with prospective students and their parents.
“Whether it's designing a campaign, analysing market trends or tailoring messaging for different audiences, I get to apply both my communication skills and cultural insights in a way that feels impactful and authentic.”
Curious about communications
Joyce, who came to AUT as an international student from Hong Kong, says choosing a communications degree was an easy decision.
“In today’s world, we’re constantly surrounded by diverse forms of media communication, and this sparked my curiosity to explore how different media platforms and creative thinking techniques can be used to make communication a powerful tool for shaping society. AUT stood out to me for its industry-standard facilities, which provided hands-on experience and practical learning opportunities with professional equipment. I also liked that we were introduced to all aspects of communications in the first year, which enabled me to discover my interests and build strong foundation skills in different areas of the media world.”
Because she was studying during the height of the global COVID pandemic, her studies were a mix of online and on-campus learning; and an experience she won’t forget any time soon.
“Due to the pandemic, the first half of my studies was online, followed by in-person learning for the second half, so I had the unique opportunity to experience both modes of education. This contrast gave me valuable insights into the benefits and challenges of each mode of study.
“Throughout my studies I gained industry-relevant skills, engaged with real industry people and case studies, and built meaningful connections with professionals in the field. I loved studying on campus at AUT where I could connect with people from diverse cultures and backgrounds, and have practical, hands-on learning experiences. The all-round support from lecturers both inside and outside the classroom also played a crucial role in inspiring who I am today in the professional world.”
Advice for other students
Joyce, who graduated from AUT in 2023, has some great advice for other students
“Make the most of your time and the opportunities at AUT – go explore and experience, and always ask questions when you get confused. These moments of curiosity and growth are just as valuable as learning theories.”
There’s plenty of support at AUT, she adds, and there are a few staff members whose support she especially appreciated throughout her studies.
“I’d like to say a big thank you to Jo Page, Matt Halliday and Dan Fastnedge for their unwavering support throughout my advertising courses. As an international student coming from a different cultural background, their guidance was truly invaluable. They generously shared their insights, industry experience and real-life case studies to help me navigate each project with confidence and clarity. Their dedication went beyond the classroom – they invested time and effort to challenge our creative thinking, encouraging us to step outside our comfort zones and grow both personally and professionally.”
