The Master of Science in Digital Marketing and Analytics, a co-branded programme offered by Macao University of Tourism (UTM) and UN Tourism, aims to cultivate managers with applied competencies in digital marketing and business analytics. The programme offers a full tuition waiver scholarship to the student with the highest academic performance in the semester. Jason Zhang Jiexuan, the first recipient of this scholarship, shares his learning journey.
First Scholarship Recipient
Born in Guigang, Guangxi, Jason Zhang Jiexuan completed his undergraduate studies in Business Administration at Tarim University in Xinjiang, where he developed foundational skills in business analysis. Driven by an interest in the digital transformation of the tourism industry, he chose to pursue the Master of Science in Digital Marketing and Analytics at UTM.
This co-branded programme, delivered by UTM in collaboration with UN Tourism, integrates two cutting-edge fields—digital marketing and data analytics. Upon completion, students receive a master’s degree certificate from UTM and a jointly issued certificate of programme completion from UN Tourism and UTM, adding significant international recognition to their qualifications.
For Jason, choosing UTM was shaped by three main reasons. First, family influence—his uncle, a professor at Guilin Tourism University (a key UN Tourism support institution in Mainland China), instilled in him from a young age the belief that “the future of tourism must be driven by data and technology.” Second, academic alignment—during his undergraduate studies, he participated multiple times in research competitions related to digital marketing and decision simulation, winning awards. Third, the international appeal—the programme’s curriculum is fully aligned with global trends, perfectly matching his career aspirations.
With outstanding academic performance, Jason became the first recipient of this scholarship. “I felt deeply honoured, but also a sense of pressure,” he recalls. “After all, honour comes with higher expectations.” This recognition not only affirmed his past efforts but also motivated him to devote himself even more to his studies. In this international learning environment, he hopes to continuously push his boundaries and build a solid foundation for his future career in the tourism industry.
Looking Toward an Academic Path
Since enrolling, Jason has immersed himself in every class. In the Strategic Management course, instructors require students to analyse recent case studies through group discussions. One of the most memorable projects involved conducting data analysis for Tongcheng Travel—from data collection and target audience identification to user behaviour analysis and strategic recommendations. This hands-on experience allowed him to apply classroom theories to real-world scenarios, sharpening his logical thinking and problem-solving skills while revealing the immense potential of data in the tourism sector.
The programme’s international perspective has broadened his horizons. “Tourism is a field where business, culture, technology, and policy intersect,” he says. “Many industry issues are worth exploring in depth through data and theory.” This realisation has sparked his interest in academic research. He plans to pursue a PhD, focusing on digital marketing, tourist consumer behaviour, and smart tourism, hoping to contribute to the sustainable development of the tourism industry through data-driven research.
To fellow students aspiring to build a career in international tourism, Jason offers this advice: “Step out of your comfort zone to stand out. No matter where you come from, as long as you are willing to work hard and take on challenges, you will find your own stage. Make good use of your school's resources and dare to chase your dreams.”