The value of a UWA degree

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UWA and me

I graduated from UWA in 2004 with 1st Class Honours in Marketing and commenced working in Perth in market research and management consulting. With this as a background, I moved to London where I worked for niche management consultancies, specialising in change management as well as procurement. I now work at the World Economic Forum in an ‘operational excellence’ role.

UWA has been part of my life throughout my career. The UWA alumni network in London is very strong, with frequent social and professional events, which enabled me to build connections and which gave me a sense of belonging. UWA also taught me how to combine a strong work ethic with lots of extracurricular activities. Kayaking, rogaining and selling Prosh newspapers during my university days have now been replaced with cross-country skiing, hiking and life drawing.

Children in our "hyperconnected" world

My honours research at UWA looked into the impact of internet advertising on young children, and this topic has been close to my heart ever since. The research attracted much media attention and the published paper is now considered a ‘classic’. In 2017, I enrolled in a PhD programme at UWA to study this topic further. The current generation of children is considered to be the first born into a “hyperconnected” world, and some of the content that they have access to is both fascinating and frightening. The PhD is on hold at the moment as we are expecting a baby very soon, but I am looking forward to getting back into studying and making a difference in the world by providing insight into how children can be better protected from certain negative aspects of today’s media and marketing approaches.

The variety and the people

What I love most about my career so far is the variety of projects that I have worked on, as well as the interesting people that I have met along the way. I’ve worked in oil and gas, financial services, and at an indigenous university in the Northern Territory. The variety and the people made up for the frequent travel, sometimes to unglamorous locations like Swindon in the UK.

As the International Organization for Public-Private cooperation, the World Economic Forum offers a wide variety of career paths that are personally interesting and exciting, where I can also make use of my PhD. For example, in addition to our famous Annual Meeting in Davos, we recently launched a Centre for the Fourth Industrial Revolution as well as a Global Centre for Cyber Security, both of which run a number of projects with businesses and governments. It’s very exciting to be part of an organisation that is so forward thinking and in touch with world leaders of many new disciplines. This intellectually and professionally stimulating environment offers me many opportunities to further develop my career.

International Women’s Day - a lot still to achieve

When I think of International Women’s Day, I always think back to my mother, another UWA graduate. When she began her career at one of the Big Four Accounting firms as the first female auditor, the company considered it perfectly fair that she receive a lower salary than her male counterpart. When she asked about the discrepancy, the Board explained that men had to take women out for dinner and pay for their cars (although she had equal outgoings for stockings and make-up) and they would not back down from this position.

To me International Women's Day is a day to reflect on how far fortunate women in countries like Australia have progressed from one generation to another, but at the same time, it is a day to acknowledge that even in developed countries there is a lot still to achieve, and in the developing world, we still have a very very long way to go.

Words of wisdom for new students

My advice is to foster good relationships with academic staff, for example by dropping by their office to ask a specific question and engaging in discussions with them. I enjoyed this stimulating and enriching aspect of my studies a lot and have developed several strong, long-term relationships with professors.

About Victoria

Victoria Mallinckrodt graduated from UWA in 2004 with 1st Class Honours in Marketing and commenced working in Perth in market research and management consulting. She moved to London in 2008, where she worked for niche management consultancies, specialising in change management as well as procurement. Today she lives in Geneva, Switzerland, working at the World Economic Forum in an ‘operational excellence’ role. She is also working towards a PhD degree in Marketing at UWA. Her research focuses on how the behaviour of young children may be influenced and predicted following exposure to marketing communications in our evolving media environment.

In her spare time, Victoria enjoys a variety of outdoor activities in and around Switzerland with her husband. They are expecting a son on International Women’s Day 2018 (for real!).