In this article, Bochen LIU (Queen’s Smith School of Business, BCom 2023–2027; ESSEC BBA Exchange Program, Fall 2025) shares his professional experience as a Marketing Intern at XING QI Educational Institution in Beijing, China.
About the company
XING QI is a private educational institution based in Beijing, China, specializing in after-school programs and supplemental learning for primary and secondary school students. Operating in a highly competitive market, the institution focuses on attracting students, improving enrolment, and maintaining high-quality educational services.
I worked within the marketing team, which was responsible for managing digital campaigns, promoting institutional events, analyzing marketing performance, and supporting student recruitment initiatives. The department ensured that promotional strategies reached potential students effectively and that marketing resources were allocated efficiently to support enrollment growth.
My internship
During my studies at ESSEC Business School, I joined XING QI Educational Institution as a Marketing Intern from 2021 to 2022. This experience provided hands-on exposure to digital marketing, campaign management, and event organization, offering insight into how strategic marketing decisions influence organizational growth.
The internship allowed me to observe how marketing activities are planned, executed, and evaluated, and how data-driven adjustments can improve performance and business outcomes.
My missions
I managed online promotions and social media campaigns, contributing to a 35% increase in inquiries and a conversion rate of approximately 20% into enrollments. By redesigning advertising materials and conducting A/B testing, I helped improve campaign return on investment by about 18%, ensuring marketing resources were used efficiently.
In addition to digital campaigns, I supported campus events that attracted over 300 students and generated more than 50 new registrations. Organizing these events required coordination with team members, preparation of promotional materials, and direct engagement with students and parents. These activities demonstrated how marketing strategies directly influence customer behavior and institutional growth.
Required skills and knowledge
This internship required both technical marketing competencies and interpersonal communication skills. I used digital advertising tools, analytics platforms, and performance tracking methods to monitor campaign effectiveness and optimize promotional strategies. Applying marketing principles helped ensure campaigns were targeted and efficient.
Collaboration and communication were equally important, as I worked closely with the marketing team to coordinate campaigns, collect feedback, and refine event planning processes. Critical thinking and problem-solving were necessary when analyzing performance data and proposing improvements.
What I learned
This internship deepened my understanding of how marketing contributes to organizational growth. I learned the importance of continuously measuring campaign performance, understanding target audiences, and applying data insights to improve outcomes.
I also developed project management and coordination skills by working with multiple stakeholders during campaigns and events. These experiences strengthened my ability to organize tasks, manage timelines, and support team objectives effectively.
Furthermore, the internship highlighted the connection between marketing and finance. Digital campaigns and events generate revenue and influence institutional profitability, while evaluating campaign performance involves metrics similar to ROI calculations. My prior exposure to financial concepts through SimTrade helped me interpret marketing data quantitatively and understand how business decisions are assessed in terms of returns.
Business and financial concepts related to my internship
I present below three business and financial concepts related to my internship: marketing return on investment (ROI), conversion rate analysis, and data-driven strategic decision-making.
Marketing return on investment (ROI)
Marketing return on investment (ROI) measures the effectiveness of promotional spending relative to the results generated. By redesigning advertising materials and testing campaign variations, I contributed to improving ROI by increasing the efficiency of marketing expenditures and maximizing enrollment outcomes.
Conversion rate
Conversion rate analysis evaluates how effectively inquiries or leads are transformed into actual customers. Tracking inquiry growth and enrollment conversion rates allowed the marketing team to assess campaign performance and refine targeting strategies, demonstrating how quantitative metrics guide operational improvements.
Data-driven strategic decision-making
Data-driven strategic decision-making involves using performance metrics and analytical insights to guide organizational actions. Through analyzing campaign results and event outcomes, I observed how marketing data supports planning, resource allocation, and long-term institutional growth strategies.
Why should I be interested in this post?
This post provides insight into how marketing internships contribute to business performance and strategic development. Students interested in finance, business strategy, or management can understand how campaign analytics, performance metrics, and event coordination influence revenue generation and organizational growth.
The experience illustrates how analytical thinking, data interpretation, and structured planning are transferable skills valuable across marketing, finance, and broader business careers.
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Useful resources
Beijing Weiqi Association official website
Kotler, P., & Keller, K. L. (2016) Marketing Management, 15th Edition, Pearson.
Farris, P. W., Bendle, N. T., Pfeifer, P. E., & Reibstein, D. J. (2010) Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Pearson.
About the author
The article was written in February 2026 by Bochen LIU (Queen’s Smith School of Business, BCom 2023–2027; ESSEC BBA Exchange Program, Fall 2025).
▶ Discover all posts by Bochen LIU