Here at Courtney Kim Studio, we’re passionate about nurturing the next generation of creative minds. That’s why we offer internship programs designed to bridge the gap between academic learning and real-world industry experience.
We just wrapped up an amazing 12 weeks with Rachel, our intern taking up a Master’s degree in Marketing at Swinburne University. We’re super excited to share her story with you!
What do you study?
Did my Diploma and Bachelor Degree in Public Relations (Honours) and currently studying Master of Marketing
What attracted you to this internship program, and what were you hoping to gain from it?
I was drawn to doing an internship program because I wanted to grow my industrial experience in Australia. As an international student, I know I have to work harder to gain more experience to make it easier for me to step into the job market. I was eager to immerse myself in the professional marketing landscape and gain a deeper understanding of how creative consultancy, branding, and digital marketing are approached in the region. This opportunity was essential for me to bridge the gap between academic knowledge and industry practices, refine my marketing skills, and learn to tailor strategies that resonate with diverse audiences in the Australian market.
Can you share a bit about the projects or tasks you worked on during your time here?
Throughout 12 weeks of my time at CKS, I worked on several projects that honed my marketing and strategic skills. One of my primary tasks involved creating comprehensive campaign briefs, which laid the foundation for well-structured and goal-oriented projects. I brainstormed to develop the campaign’s big idea, focusing on creative and innovative approaches to captivate the target audience. Part of my responsibilities included identifying the target audience and conducting thorough keyword research to align content with current trends, search behaviors and pain points of the target audience.
I also played a significant role in shaping the campaign’s direction for both copy and visuals, ensuring a cohesive and strategic approach that supported the overarching campaign goals. This comprehensive process involved coordinating with the design team to align visual elements with our campaign strategy and working on the copy to maintain a consistent tone and message. These projects allowed me to bridge the gap between academic concepts and real-world marketing practices, refining my skills in strategic thinking, content development, and campaign execution.
What was the most valuable skill or lesson you learned during your internship?
During my internship at Courtney Kim Studio (CKS), one of the most valuable lessons I learned was the strategic pivot we executed during a mid-campaign review. Initially, I was responsible for developing the Branding Education Series campaign aimed at educating start-up business owners and entrepreneurs about branding fundamentals. However, halfway through the campaign, a performance review revealed that our content was not resonating as strongly as anticipated with the target audience, leading to lower engagement metrics.
To address this, the team discussed and decided to pivot the strategy by narrowing our focus to a more defined sub-segment: premium lifestyle entrepreneurs within the skincare industry. This shift involved revisiting the campaign brief and refining our content strategy to better align with this niche. The pivot positioned CKS as a go-to boutique in luxury branding and packaging design by leveraging its deep industry expertise and unique design strengths. The updated strategy emphasized educational content that highlighted key elements of luxury branding, including premium brand identity and storytelling, luxury logo design, luxe color palettes and fonts, and high-end packaging design.
This experience taught me that flexibility and responsiveness are essential for campaign success. It reinforced the value of continuous data analysis and the ability to recognize when strategic changes are necessary. By proactively revisiting and adjusting our approach, I learned to make data-driven decisions and maintain alignment between campaign objectives, business goals, and audience expectations.
How do you feel this experience has prepared you for your future career in marketing?
This experience has significantly prepared me for my future career in marketing by teaching me the importance of strategic flexibility and data-driven decision-making. Navigating the challenges of a mid-campaign pivot at Courtney Kim Studio (CKS) has equipped me with the ability to critically analyze performance metrics and adapt strategies to meet evolving audience needs. This real-world practice of reassessing and refining campaigns underlined the necessity of maintaining an agile mindset in the dynamic field of marketing.
Moreover, this experience strengthened my ability to collaborate effectively with a team, fostering communication and collective problem-solving to drive better results. It has also enhanced my understanding of how to position a brand effectively and tailor content to specific audience segments, which is crucial for connecting with target markets and achieving business objectives.
Overall, I feel more confident in managing marketing projects, implementing performance-based changes, and strategically engaging with targeted audiences in Australia. This preparation has not only broadened my marketing toolkit but also reinforced my adaptability and resilience—key traits that will support my success in future roles within the marketing industry.
Was there a particular challenge you faced, and how did you overcome it?
A key challenge I faced during my internship at Courtney Kim Studio (CKS) was realizing midway through the Branding Education Series campaign that it wasn’t resonating with the target audience, as shown by lower engagement metrics. To address this, our team analyzed the data and decided to pivot the strategy to target a more specific sub-segment: premium lifestyle entrepreneurs in the skincare industry.
We revised the campaign’s brief and tailored content to highlight CKS’ expertise in luxury branding, focusing on premium brand identity, luxury logo design, and high-end packaging. This experience taught me the importance of strategic agility, teamwork, and data-driven decision-making, equipping me to handle similar challenges in future marketing roles.
How would you describe the company culture, and how did it help you grow during your internship?
The company culture at Courtney Kim Studio (CKS) was collaborative, supportive, and innovation-focused. The team encouraged open communication, creativity, and continuous learning, fostering an environment where ideas were valued and constructive feedback was shared. This nurturing culture helped me grow by boosting my confidence to contribute my ideas and take initiative, which enhanced my problem-solving and strategic thinking skills.
What advice would you give to future interns about making the most out of this opportunity?
To make the most out of this opportunity, future interns should be proactive, engage deeply with projects, and seek feedback frequently. Building relationships with team members, being open to learning from everyone, and embracing challenges are key. Requesting regular check-in meetings can provide valuable touchpoints to discuss progress, receive guidance, and ensure alignment with project goals. Don’t hesitate to ask questions and take ownership of your work—it’s an opportunity to show your enthusiasm and willingness to grow.
How has this internship impacted your career goals or vision for the future?
This internship has sharpened my career goals by reinforcing my passion for strategic marketing and branding. It solidified my interest in working within creative and dynamic environments where data-driven decision-making and adaptability are essential. The hands-on experience has also inspired me to aim for roles that combine creativity, strategy, and audience-focused content development.
What’s your next step after completing this internship program?
After completing this internship, my next step is to build on this experience by seeking opportunities that further develop my marketing expertise. I plan to explore roles that allow me to lead campaign strategies, work on brand positioning, and apply the lessons I’ve learned about strategic agility and audience engagement to larger-scale projects.
Are you a student like Rachel, eager to gain industry experience? We’re excited to inspire more young creatives! Stay connected to be the first to know when applications open – follow us on our social media channels, we are active on Facebook, Instagram, and LinkedIn.