UTM continues to attract a growing community of international students, drawn by its strong academic programmes in tourism and hospitality, robust industry networks, and dynamic learning environment. Among them is Vladislav Kolbun, a Russian-born hospitality professional who turned to UTM’s Master of Science in Digital Marketing and Analytics to unlock new career opportunities and shift his professional trajectory.
Vladislav’s journey into hospitality began with his father’s foresight. Recognising the booming development of the global hospitality industry in the early 2010s and the abundance of opportunities for those with the right educational background, his father encouraged him to pursue studies in the field.
After completing his early education in Russia, Vladislav enrolled at Les Roches Jin Jiang International Hotel Management College in Shanghai for a diploma in hotel administration. He later continued his studies in the Spanish campus of Les Roches, earning a bachelor’s degree in resort, spa, and golf management.
During his time in mainland China, he completed internships in Ningbo and Guangzhou, gaining hands-on experience in both food and beverage and front office operations in local hotels. Following his graduation, Vladislav was offered an opportunity in Macao in 2017, where he joined Sheraton Grand Macao as a guest services agent.
But over time, he began to feel constrained by the limits of his role. “After working for several years in hospitality in Macao, I realised I wanted a change and needed to improve my qualifications,” he said. “I believe a higher degree can open more doors and provide broader opportunities both in Macao and beyond.”
His interest was then piqued by UTM’s Master of Science in Digital Marketing and Analytics, a programme designed to equip students with advanced skills in marketing, data analysis, and strategic thinking within the context of digital transformation. “I chose this programme because it still connects to my background in hospitality, while also allowing me to transition into a more non-hospitality field,” he explained.
The flexible structure of the two-year programme—offering students the choice between a project paper or an internship with report as a graduation requirement—was another key factor for Vladislav, particularly as a father of two. He eventually decided to resign from his job and become a full-time student at UTM in 2023.
Eying higher-ranking positions
Now a fresh graduate, Vladislav is equipped with a new suite of relevant skills, from search engine optimisation and social media marketing to big data analytics and strategic management. As part of his final project, he also researched the implementation of self-service technologies in Macao hotels, focusing on how digital solutions like self-service kiosks could reduce queuing times and improve the guest experience.
The expertise he acquired during the master’s programme, he says, has already proven useful in managing the online presence of his parents’ business back in Russia. Looking ahead, he hopes to move beyond frontline roles and into more strategic, data-driven positions—either within or outside the hospitality sector.
“What’s important to me now is career growth, and I hope to explore roles beyond the front office,” he said. “This master’s degree gives me the knowledge that can help me access new roles in digital marketing and analytics, or higher-ranking positions such as assistant manager or manager in hospitality, where I can be responsible for developing strategies.”
Vladislav is also considering further study, including a Doctor of Business Administration at UTM, and he’s also keen on pursuing a lecturer position at local universities. “It’s important to keep setting new goals. Once you achieve one, you build the next,” he said. “The process of learning and achieving is more satisfying than the actual results,” he reflected.