An Interview with Wang Peiqin: Wang Peiqin, a 2023 - 2024 student ambassador of the MBA program at Peking University's National School of Development (NSD), is currently a part-time MBA student in the Peking University - UCL MBA program. With an undergraduate degree in Business Management from the University of East Anglia in the UK, he has over a decade of experience in the field of public relations and communication. He has worked for several global leading PR agencies and now serves as a director at MSL China, a flagship brand of public relations services under Publicis Groupe.

From Brand Communication to the "Backstage Director" of Corporate Reputation

Wang's choice of the broad Business Management major during his undergraduate years stemmed from his initial curiosity about the operating logic of the business world. Courses related to influence left a deep mark on him. "Marketing is a practical carrier, but delving deeper, I found it intertwined with sociology, psychology, and other disciplines." Iconic cases by renowned advertising and PR firms, which could influence business and even social goals, sowed the seeds of his career aspirations. After returning to China, he stepped into the PR industry, starting at an agency specializing in the automotive sector. The stable development of the automotive industry at that time, with its clear project rhythm, sufficient resource allocation, and high - demand for creativity and communication effects, shaped the first draft of his career vision. "I was ambitious about actively driving business transformation, constantly pondering how to capture consumer insights, translate them into communication strategies, and ultimately achieve business goals." However, he soon realized that his interest lay not in a specific industry but in the underlying business logic. "I yearned for a broader perspective, not just being confined to one industry. What fascinated me was not a single brilliant plan but the ability to contribute to a company's business operation, growth, and greater influence through my work."

The Journey from Communicator to Team Builder

This understanding propelled him to explore different types of agencies and positions. His career scope expanded from consumer - facing brand communication to corporate reputation management, dealing with diverse stakeholders such as the government, media, and investors. He likened his work to that of a behind - the - scenes director of a movie. "We plan, assemble teams, and coordinate every aspect, ultimately presenting the story to the public. When a company stands in the spotlight and wins applause, that's the high - light moment co - created with our clients." He shared a project on a cross - party collaboration center focusing on food safety. "We not only won the bid but also supported the client in building a platform integrating innovation incubation, public education, and multi - party dialogue from aspects like brand vision, information and media strategies, website construction, and WeChat operation." The project's Beijing launch event gathered international organization heads, global corporate managers, and key partners in the industry chain. "This was an issue highly relevant to public well - being, and the 'influence' we created reached various levels, from consumers to public decision - makers, going beyond a single commercial project." In team management, Wang realized the importance of setting clear goals and strategies to win more business opportunities. He also emphasized the significance of teamwork in the face of difficulties. Another case involved serving a large enterprise with urgent needs and unclear requirements. Under extreme time pressure, he identified the key issue: the client's business was highly sensitive to macro - environmental changes. Drawing on his learning at NSD, he cited the authoritative views of NSD professors on China's economy in the proposal. "Before we even finished presenting, the client showed a clear intention to cooperate. Winning trust through precise judgment and teamwork under unfavorable conditions was a morale - boosting high - light moment." At MSL China, he experienced the "high - light moment" of building a team from scratch. In less than two years, he formed a ten - member team across Beijing and Shanghai, serving clients from different industries. "Building a passionate team with strong learning ability in a relatively short time was a personal milestone for me."

The Allure of NSD MBA: A Blend of Think - Tank and Business School

During his work, Wang became increasingly determined to pursue further studies, and an MBA was a natural choice due to his continued interest in business. His decision to choose NSD MBA was based on a deeper sense of identity. The unique combination of NSD's "national think - tank" status and its business school attributes attracted him. "I needed a platform like this, not just a pure business school." Additionally, Peking University's profound heritage, extensive alumni network, and the macro - perspective brought by the think - tank were ideal growth elements for him.

Harvest and Reconstruction: Theory Meets Reality

Looking back on his time at NSD MBA, Wang felt the gains were numerous. The knowledge from classes effectively supported his practice. For example, Professor Deng Yiting's "Marketing Science" class made him realize the practical application of regression analysis in marketing, and he directly applied relevant models in his work plans. Professor Bruce's "Managing Organisational Behaviour (MOB)" was like an in - depth self - dialogue. The numerous reflective papers helped him deeply analyze his pain points, difficulties, and opportunities. The "locus of control" theory from this class was a game - changer for him. "Before, I thought things should follow the trend. After learning this concept, I started to actively manage situations. The difference in my locus of control before and after the class was significant. Now, I can more proactively explore, find tools, and even create my own methods to deal with uncertainties." Professor Li Lixing's "China's Economic Development" course provided him with a profound understanding of China's economic development. "Professor Li told stories that allowed me to see the context of China's economic development and the challenges and decisions of individuals. It made me understand that studying economic phenomena should ultimately return to the human aspect." The diverse backgrounds of his classmates at NSD MBA also broadened his horizons and sometimes led to practical business cooperation.

Future Blueprint: Telling Chinese Brand Stories and Embracing the HI + AI Philosophy

For the future, Wang is clear - minded. He intends to continue to specialize in the PR consulting field. "I hope to have a larger platform to help outstanding Chinese and multinational companies tell their brand stories." The macro - trend - grasping ability, international vision, and alumni resources from NSD MBA will support him in achieving this goal. His understanding of leadership has also evolved. "Leadership is not just about KPI management but more about influence, establishing a clear mission and vision, reaching a consensus with team members, and integrating it with management." Regarding the AI wave, he agrees with the "HI (Human Intelligence)+AI (Artificial Intelligence)" model proposed by Publicis Groupe. "AI can greatly assist in research and idea - generation in the early stage of strategic consulting and save costs in execution. However, we need to be aware of AI's issues like 'hallucination', fraud, and data security. So, we use human wisdom to control and input at the front - end, treating AI as a high - level tool." In conclusion, Wang advised those considering an MBA to act quickly if they have a clear goal, and for current MBA students, to cherish the time, manage it well, and prioritize to maximize the return on their investment. In the uncertain business world, Wang's journey exemplifies "active management," finding the way to turn external challenges into internal certainty through self - awareness and continuous growth.