Saira Umair’s journey to JYU is one of curiosity, resilience, and growth across countries and cultures. From her academic start in Pakistan to hands-on marketing experience in Dubai, each step led Saira closer to Finland and JYU, where she now studies in the Master’s Degree Programme in Digital Marketing and Corporate Communication.
Hello! My name is Saira Umair, and I’m currently pursuing my master’s degree in Digital Marketing and Corporate Communication (DMCC) at the University of Jyväskylä. My journey here has been shaped by different countries, countless experiences, and a determination to never let go of my dream of higher education.
Real-life marketing lessons that led to Jyväskylä
I began my academic journey in Pakistan, where I completed my bachelor’s degree in Business Administration (BBA). Soon after, I moved to Dubai, a city full of opportunities, but yes… also a place where you need a lot of patience and perseverance. My first steps were modest. From assisting in marketing campaigns to coordinating with clients and handling social media, each task, no matter how routine it seemed at that time, became a stepping stone.
Every project I worked on gave me something new, whether it was the thrill of coming up with creative strategies, the challenge of understanding consumer behavior, or the satisfaction of collaborating with people from diverse backgrounds. Slowly, I realised that these experiences were shaping me in ways books never could, fueling a curiosity that drove me onward.
Why Finland and JYU felt the right place to grow
As I considered continuing my studies, Finland stood out as a country because of its high-quality education system and its student-centered approach to learning. It was also through the perspective of my better half that this path first came into view, which made the journey even more meaningful.
Later, while exploring different master’s programmes, I came across the DMCC programme at the University of Jyväskylä. Reading about it felt almost like reading about myself; it matched my academic and professional background, so I decided to apply through the joint application system.
The acceptance letter was worth waiting
Applying was both exciting and nerve-wracking. I had prepared thoroughly, and I knew I needed to give my best. I was soon invited to an interview, which felt engaging and natural, and I was left confident that this programme was the right step forward for me.
After interview, I was confident that this programme was the right step forward for me.
When the acceptance arrived a few months later, it brought a quiet but deep sense of satisfaction. It wasn’t just an acknowledgement of the years of learning and effort, but also a shared joy with those who have stood beside me then and now.
For anyone reading this, here’s what I want you to know: your path doesn’t have to start with a big leap. Sometimes it begins quietly, with small experiences that teach you more than you realize.
Every little step, every small task, and every life lesson we pick up along the way brings us closer to our goals. Sometimes in ways we won’t notice until much later.
Read more: Master's Degree Programme in Digital Marketing and Corporate Communication
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