Aya Allali

Sustainable transition through marketing

Aya Allali studies the Master’s Programme in Marketing and Consumption, a practical and theoretical programme providing her with the right tools to work in the creative industry after graduation.

In 2017, Aya went on an exchange to Sweden. Back then, she was a Bachelor's student in Business, Administration and Management at an international university in Turkey, doing an internship at an accounting consultant agency in Stockholm. During her stay in the capital, she realised that Sweden was the right fit for her. Five years later she was back in Sweden to complete her Master's degree.  
“You cannot imagine how happy I was after I came back here. During my first stay, I was very convinced that I wanted to pursue a career in finance and accounting, as I was very good at math, and many of my seniors told me that finance jobs had the highest pay. However, my perspective completely shifted when I started discovering the world of digital marketing, my passion for observing and analysing human behaviour and cultural structures.” 
A holistic programme 
Aya started to learn about people consuming digital art and visual content on Instagram as she had begun to display her own art on the platform. Without knowing it, she was starting her own little business. That was when her orientation shifted towards consumption studies and marketing.  
In 2020, Aya moved back to Sweden, Gothenburg, to do her Master’s Degree in Marketing and Consumption at the School of Business, Economics and Law. Three major factors motivating her decision was the School’s Triple-Crown accreditation, rich programme syllabus and qualitative education. When she did her research on universities to study at, she discovered that the School had more professors and supervisors, something she saw as an advantage.  
“Many alumni from the School are now successful business professionals, either as entrepreneurs or intrapreneurs. One interesting criterion in my choice was the students per professor ratio. In comparison with other universities, the School has fewer students per professor and supervisor. In my opinion, this is very important, as it keeps the interaction between professors and students qualitative rather than quantitative".  

When Aya reflects on the programme's syllabus, she thinks it suits her very well.  
The structure allows her to use the right blend of analytic and creative skills as the programme has both theoretical and practical elements. She would describe the programme as very holistic in a sense, which can be seen in how the courses are structured.  
“In the course Service design we did a group project. The assignment was to optimise a service website of our choice, based on literature, seminars, and class discussions. After grabbing hold of theoretical constructs in service marketing and human-computer interaction, we used those theoretical perspectives in creating a report comprising practical and scalable solutions for the selected service. This course was very interesting in my view, because of the learning-by-doing approach that is adopted, and also the fact that it simulates a professional work environment since you are working within a group and constantly receiving feedback to reflect on and reiterate your work.” 
Studying abroad widens your views  
Studying abroad has widened Aya’s view of the world and shaped her vision. She enjoys life as a student in Gothenburg and believes the city helps her to create the right balance between studies and other aspects of her life.  
“If you want to study, student-friendly cafes and libraries are all over town. If you want to grab a fika, Haga is the place to go. If you want to disconnect a little bit, you can take the ferry to the archipelago, and if you simply want to go for a walk, you have a wide selection of parks. Also, the population here is very international, and the locals are very kind. I felt like I belonged to this place because it has a little bit of everything.” 
Something that has had an impact on Aya is the Swedish openness and culture, where freedom of speech is rooted in the constitution and reflected in all parts of society, studies included. She thinks this opens doors and provides opportunities to follow passions. If she could give prospective students a piece of advice, it would be to dream big.  
“Every single one of us is meant to find what speaks to them, and see how they can create an impact with this passion.  

Education prepares you for the future 
Aya is now on her last semester of the programme, graduating in the summer. She feels confident with her education and that it has prepared her for the future. After completing her studies, she wants to start working. During her studies she took part in the School's Career Service for personal and professional development, making the transition from student to a professional easier. The School’s career coaches provided her with the right tools to shift smoothly from the academic to the professional world.  
“I personally took part in various fairs and workshops, which helped me upgrade my network and learn more about available opportunities. Namely, I had one coaching session that was elemental in re-inventing myself and put me back in touch with my creative side.” 
When asked where she sees herself after graduation, Aya hopes to find a job in a creative agency that contributes to sustainable change through innovation. Her vision is to be a pioneer in promoting equitable and accessible products and services. Marketing is very much involved with social structures and therefore holds great responsibility and potential to change society into a more socially sustainable place.  
“In the long run I envision myself bringing my expertise to my own home country. They need to have the potential and creativity there. I feel like it is my call to help, both for the environment and the country in general.” 


Aya Allali from Maroco studies the MSc programme in Marketing and Consumption. The programme is for you who want to learn about the role of marketing and consumption in contemporary society, its cultural underpinnings, and global dimensions.