Fiona Van Iersel shares how studying the King’s Online MSc in Marketing is helping her apply strategic thinking, use AI tools effectively, and build a global network to support her career growth.
Fiona Van Iersel is Head of UK Marketing for an international design firm and a marketing consultant focused on empowering women. She has a passion for applying new technologies and marketing strategies for businesses and is currently studying for an online MSc in Marketing with King’s College London.
We spoke to Fiona about how the programme is helping her think more strategically, apply new marketing concepts like AI, and build a global network that’s transforming both her career and confidence as a marketing leader. 
What motivated you to choose the King’s Online MSc in Marketing, and how has the course helped you work toward your career goals so far?
I wanted something smart, flexible, and globally respected. King’s ticked all the boxes: academic credibility, real-world application, and the ability to study in my pyjamas while the children sleep.
So far, it’s been a game-changer. It’s taken my marketing brain from “I have a good gut feeling about this” to “Here’s the data, the framework, and the rationale — shall we proceed?” I now lead with strategy, not just instinct, and I see that paying off daily in my role as Head of UK Marketing.
How have you applied what you’ve learned in your current role, and can you give an example of a project or concept you’ve used in practice?
While developing a launch strategy for a new premium brand, I recently used EVC (Economic Value to the Customer) and conjoint analysis. Before this programme, I probably would’ve gone with something like “nice logo + good vibes = job done.” But now? I’m applying proper segmentation, targeting, pricing strategies, and value perception.
How have emerging trends like AI been integrated into your learning experience?
AI is everywhere. We’ve explored how it’s reshaping consumer journeys, content, and personalisation.
Personally, I’ve used AI tools to brainstorm, tidy up writing, and experiment with value propositions. It’s like having a slightly nerdy but extremely helpful co-worker who’s always online. Plus, there’s a healthy focus on ethics, so we’re not just jumping on the AI bandwagon — we’re using it as a tool responsibly.
What resources have you had access to as a King’s Digital student?
The KEATS online learning platform resources are endless. I’ve used all of their writing help and support. I also had a one-to-one chat with a professor who went through my papers and explained how I could strengthen my writing and arguments.
We have access to both the Marketing and King’s Business School careers services. One resource that I've been taking advantage of is one-to-one sessions with a careers coach. Even if you're not looking for a job at the moment, you want to know that you're setting yourself up well for the future.
The marketing survey software and analytics tools are great to have access to as part of the programme, because they're expensive otherwise. They’ve helped me test real campaigns before launch, which means fewer guesses and more “Look! The numbers say we’re right!”
There's also so many other lectures from different faculties that you can attend for free that feed into your studies.
What has been your experience with the online learning community at King’s?
This has been the best asset. The webinars feel more like interactive workshops than lectures. Tutors are supportive, responsive, and remember your name — it’s like being part of an academic group chat where everyone wants to be there.
Our cohort has become incredibly tight-knit, despite this being an online programme. We’ve supported each other through thick and thin, not just academically, but professionally and personally. This programme didn’t just give us a degree — it created a bond stronger than most in-person courses ever could.
We’ve flown across the world to celebrate each other’s birthdays. We’ve helped each other land jobs — sometimes even within our own companies. When someone has struggled with a task at work, we’ve stepped in to help. We’ve attended each other’s exhibitions, promoted each other’s brands, and shared real-time insights about what’s working in different corners of the world.
We’ve implemented each other’s ideas, exchanged trends, and built a global support system that will outlast this degree. That’s the real value of this programme — the relationships. Lifelong connections with people who will continue to open doors, offer advice, and cheer you on long after graduation. This network is the true catalyst behind our growth. It’s what sets this experience apart.
What advice would you give to someone preparing to make the most of this MSc?
Set a study routine, treat the course like a two-way conversation, and apply the theory to your day job wherever you can. Engage with your peers, ask questions, and don’t wait to be “ready” to contribute — just jump in.
Thank you to Fiona for speaking with us about your experience on the Marketing MSc!
Step into marketing leadership with our flexible, online MSc. Gain the strategic skills, hands-on experience, and industry tools to drive impact from day one.
