Name of applicant: Alif Hanan Isnuriyanti Edris

Indonesia is a promising developing country with aim of becoming 7th largest economy in the world by
2030. We want to understand our market to cater the expected $1.8 trillion market opportunity with 135
million consuming class members[1]. However, despite market data being highly recognized source of
information worldwide, it is not yet becoming the way companies understand their market and conduct
marketing activity in Indonesia.

Thus, I want to help achieving 2030 goal by becoming Marketing Intelligence (MI) specialist that can
generate market insight, model market data, and formulate research-based marketing decisions. I
intend to provide holistic market analysis for Indonesian companies, and eventually devote myself in
the future for Indonesian Ministry of Industry as MI specialist.

I realize my current level of knowledge is not yet sufficient. Therefore, I intend to have MSc in Marketing,
with specialization of Marketing Intelligence, at University of Groningen (RUG). RUG is among the few
that provides Marketing Intelligence profile in the Marketing Department. The lectures are internationally
accredited and among top 5 Marketing Department in Europe.

Marketing Intelligence at RUG, unlike other Marketing program, weighs its lectures heavily on
understanding market from 3 perspectives: data science and statistics modeling; consumer
psychological analysis; and business point of view. It utilizes secondary and big data to create
comprehensive analysis for generating marketing decision, deriving insights, and creating precise
marketing decision; something that is very important for companies in Indonesia to have but usually
forgotten.

That abovementioned reasons create this solid passion towards studying Marketing Intelligence deeper
and encourage me to apply for StuNed scholarship.

I received BSc in Engineering Management from Institut Teknologi Bandung (ITB) in October 2016, and
was awarded the Most Outstanding Engineering Management Student in both 2015 and 2016. I was
assistant lecturer for Marketing Research, the basic of Marketing Intelligence, for 2 years. In terms of
experience, I conducted marketing research project with Young Leaders for Indonesia Foundation for
palm oil company, Sinarmas, during my final university year and currently work as Marketing Analyst in
Traveloka, an Indonesia unicorn start-up.

On top of that, I am hard-working and strong-willed. I was the vice president of AIESEC in ITB. I
conducted my own social project called Fair Tourism Project, which I helped marketing and developing
local Cisarua villagers’ product.

Because of above reasons, I believe I am the right candidate for StuNed scholarship. Not only that
Marketing Intelligence is very important for Indonesia, I also have the right skill, attitude, and motivation.
If I get this scholarship, I will give my best to become top graduates and involve in student activities to
gain international perspective. I will absorb all the best practices and theories to bring to my homeland.
With my master degree, I will become an MI specialist and help Indonesian companies and government
agencies for achieving 2030 goal. I am sure StuNed scholarship will help turning my passion and
determination into a wholehearted contribution for Indonesia.

Thank you for considering my application.

[1] Oberman, R., et al. (2012). The Archipelago Economy: Unleashing Indonesia’s Potential. McKinsey Global Institute.
McKinsey&Company.