Hey all,
My name is Daniel Scott, and I’m a Communication Science student at the University of Amsterdam (UvA). Between April and July 2024, I had the privilege of being the first intern at Skilled Education. Skilled Education, primarily UK-based, connects universities offering online master’s and postgraduate degrees with international students seeking information about these programs. The company thrived during the Covid-19 pandemic, expanding when many others had to condense their operations.
As their first intern, it was initially challenging as they figured out where to place me. I started with various HubSpot certifications (the CRM platform they use for sales and marketing). During this time, I earned several certifications, with the Inbound Marketing and Inbound Sales certifications being the most interesting to me due to their alignment with persuasive theories I had studied. Each certification took roughly 30 hours to complete, so my first few weeks were spent familiarizing myself with the techniques and technology used by my coworkers.
Once I had acquired the necessary certifications, the question of where best to place me arose again. It was decided that I would split my time between the sales/marketing department and the design department. I particularly enjoyed working with the design department. While the sales side was crucial, it demanded formality and professionalism in communications. In contrast, the design team was more relaxed and informal. For example, my first assignment for the design team involved critiquing a webpage they had created for the University of Hertfordshire. They asked me to “be a dick about it,” reflecting their informal working style, which suited my personality and mannerisms.
My time with the sales and marketing team, though less fun, was highly informative and beneficial for my future plans. With no prior sales or marketing experience, I initially audited internal and external communications. I noted how my colleagues maintained formality while using subtle techniques to build and grow rapport with leads. Most colleagues began interactions with premade email templates before transitioning to their unique styles. Observing this variety was fascinating, as conversations could diverge significantly from the same starting point. Additionally, I had the opportunity to network by sitting in on calls and interacting with individuals outside the company while learning to manage leads on my own.
Overall, this internship provided a diverse range of experiences across different departments, enhancing my understanding of the company’s operations and giving me ideas for future research. I also learned about using A/B landing pages on websites and how various cookies and trackers determine engagement, which I intend to use as the central idea for my research.
