By the Dato’ Kho Hui Meng Career Centre
Cruising the enchanting streets of Bali might seem like a typical tourist escapade, but for third-year SMU Business student Grace Chang, it was a fulfilling professional voyage. Through an immersive Digital Marketing internship in Indonesia, the idyllic holiday destination set the scene for an unexpected chapter for Grace, gifting her not only indelible memories, but also invaluable work exposure.
Having earlier completed an exchange programme in Europe, Grace has a clear mission in choosing to spend her summer break in Bali, Indonesia — to unravel the intricacies of the hostel industry within a thriving tourist hotspot. Her internship role with Bali-based Best Hostels Indonesia proved to be a vital step in transforming the theoretical knowledge she picked up in the classroom into hands-on experience.
Getting hands-on with digital marketing
Beyond the desk: Grace’s (extreme right) internship often saw her traveling across Bali’s beautiful landscape.
As a Digital Marketing Intern, Grace was actively involved in creating social media content and producing marketing collateral such as videos and newsletters to support the company’s marketing efforts.
“One of the most memorable moments was when we travelled to another town to film video content for an eco-hostel! We embarked on a thrilling and scenic motorbike journey and indulged in delicious local cuisine,” she recounts.
Beyond the picturesque moments, the internship also immersed Grace in a wealth of hands-on experiences. Working on SEO strategies and managing Google Ads and Analytics became part of her daily routine — a process that further enriched her understanding of data-driven decision-making.
“The learning gained from the internship far exceeded my expectations. It provided me with the invaluable opportunity to put theoretical concepts into action within real-world scenarios.”
At the forefront of sustainable practices
Even as a developing country, Indonesia continues to surprise with its steady progress in various domains, often defying expectation set by more advanced nations.
As Grace observes: “Initially, I held the perception that Indonesia might not be as advanced as other parts of the world in areas such as sustainability. Well, I was proven completely wrong!”
As part of Best Hostel Indonesia’s marketing initiatives, Grace had the chance to explore the vibrant streets of Seminyak on an electric bike, experiencing first-hand the eco-friendly benefits of this innovative mode of transportation.
“As an advocate for alternative transportation methods, my internship stint in Bali was truly memorable — it seamlessly blended my interests in sustainable living and digital marketing. Working in Indonesia’s vibrant startup environment gave me a front-row seat to the country’s dedication to sustainability and responsible tourism.”
Shifting mindsets to embrace working in ASEAN
Effective communication and collaboration with teammates from a different culture is one of the areas Grace (front row, 2nd from left) successfully developed herself in
Reflecting on her five-week experience in Indonesia, Grace shared that the ASEAN Internship Programme has had a profound impact on her career aspirations.
“The internship has definitely broadened my horizons — I’m excited to contribute my skills and knowledge to the dynamic and progressive work environments that ASEAN offers. I am also open to exploring career opportunities within ASEAN countries that share the same cultural richness and dedication to sustainable practices.”
“An ASEAN internship allows you to step out of your comfort zone and challenge yourself to adapt and thrive in a different environment. What’s more, the exposure to diverse cultures and practices builds your cross-cultural communication skills — which are increasingly important in today’s globalised world.”
The ASEAN Internship Programme (AIP) is part of the offerings provided by Dato’ Kho Hui Meng Career Centre (DKHMCC) to encourage students to build up an international network and be Global Citizens. Learn more about the programme and apply for a Summer AIP via OnTRAC II now.
