Aashika Vinod
Summer Student Story
I arrived hoping for clarity in brand strategy and left with personal confidence, professional insights, and the inspiration to build a purpose driven beauty brand rooted in meaningful storytelling.
Storytelling has always been central to my journey. From studying fashion design and directing a fashion film for my graduation project, to leading influencer driven campaigns in India, I’ve constantly been drawn to how visuals and narratives shape brand identity and connect deeply with consumers. Before starting my Master’s in Marketing, I sought structured knowledge, global perspectives, and practical insights from industry leading professionals, and that’s exactly why I chose the Strategic Marketing & Branding Summer Program at HEC Paris.
The program was transformative largely due to Professor Gachoucha Kretz. Her dynamic teaching style, warmth, and genuine curiosity set the tone for our sessions. She didn’t simply instruct; she engaged, challenged, and encouraged us to think deeper. Observing her actively participate even in sessions led by other professors left a profound impact on me. It was a powerful reminder that great leaders never stop learning.
One of the most valuable aspects was direct access to top industry professionals from renowned brands. Each professor shared practical experiences and real-world insights about brand positioning, pricing strategies, and campaign execution, clarifying how successful global brands navigate complex challenges. Collaborating on a live project with Unicogni, a startup created by former HEC Paris students, allowed us to immediately apply these learnings, solidifying my understanding of how brands operate behind the scenes.
Another memorable experience was conducting store visits in Paris. Engaging directly with brand representatives provided valuable insights into brand identity, strategy, and consumer resonance. These visits transformed theoretical knowledge into tangible understanding, deepening my appreciation for each brand’s deliberate storytelling and purpose.
Interacting with peers from diverse cultural and professional backgrounds significantly enriched my experience. This was my first time studying in an international setting, and realizing the global relevance of my own perspectives was empowering. Group projects required us to leverage our diverse strengths, fostering innovative problem solving and creative thinking, and deepening my confidence in my instincts.
After class, engaging with students from other courses allowed us to exchange different viewpoints and explore new ideas. These spontaneous interactions on campus sparked conversations that broadened my perspective academically and socially, greatly enhancing my overall learning experience.
I wholeheartedly recommend this program to aspiring marketing professionals seeking global perspectives combined with practical experience. HEC Paris doesn’t just teach marketing; it immerses you in it. I arrived hoping for clarity in brand strategy and left with personal confidence, professional insights, and the inspiration to build a purpose driven beauty brand rooted in meaningful storytelling.