MSc Application | Xinxue Consulting × NUS EBAC (Enterprise Business Analytics): My Application Experience

Hi everyone! I'm John~. I'm currently studying Enterprise Business Analytics (EBAC) at the National University of Singapore (NUS), and I did my undergrad in the UK in a marketing-related major. I'd like to share how I applied to EBAC, and why I ended up having Since (新學留學) help me apply for a master's in Singapore.

1. Why I applied abroad

While studying marketing in the UK, I felt more and more clearly that the marketing industry is quickly becoming data-driven. A lot of marketing decisions and performance evaluation actually need data analysis behind them, but I also knew my analytical and quantitative skills were still lacking, so I started thinking about a master's program to strengthen that area.

I had also considered big data programs in the US (and got an offer), but after comparing the curricula I found that Singapore's business analytics and data application programs are more closely tied to real industry. Singapore itself is the Asia-Pacific decision-making hub for many multinationals, and marketing, operations and strategy rely heavily on data analysis there. That was a big reason I chose to build my career in Singapore.

When I looked into NUS's analytics master's programs, EBAC caught my attention quickly, because it doesn't just teach analytical tools. It also puts a lot of weight on actually using the results in business decisions, which makes it relatively friendly to students with a marketing background.

2. Preparing my application (why I chose Since)

During the application process, I spent quite a while deciding whether to hire a consultant. I chose Since mainly because they know Singapore's master's system very well, and they don't tell you to "apply to everything" from the start. In my discussions with my consultant Mark, he first helped me work out how well my background fit, the risks and my timeline, and then we decided together whether to try for EBAC.

EBAC requires the GRE in place of Singapore's usual entrance test, and I had already started preparing for the GMAT at the time, so this was what I hesitated over most. Mark helped me rethink how my marketing background could connect to business analytics, and reminded me not to write myself off just because I don't have a STEM background. When I later found out I could take the EBAC test directly in Taipei, I decided to go for it.

3. The test, the interview and getting in

I was under a lot of pressure before the test, especially since coding is one of my weaker areas. But once I was actually in the exam room, the question types weren't as unfamiliar as I'd imagined. Many were in areas I had prepared for, and overall I performed more steadily than I expected.

Interview prep was what I found most crucial. During mock interviews, Since kept reminding me that I didn't need to pretend to have a technical background. Instead, I needed to explain clearly why I chose EBAC, why I chose to study business analytics in Singapore, and how this training could help me create value in marketing and business decisions. That actually made me more relaxed in the real interview, and more confident expressing myself.

4. Advice for future applicants

If you're like me, with a marketing or business background, and data analysis feels a bit distant, I'd strongly suggest not writing yourself off too early. Finding a consultant who knows the Singapore system and is willing to assess the risks with you can really save you a lot of detours.

Looking back on my application, my biggest takeaway isn't just the NUS EBAC offer. It's that I understand more clearly why I chose Singapore, and I'm more certain that marketing × data analytics is the direction I'll work toward next.

The moment I got the admission notice, I felt a real sense of relief. Looking back on my application, my biggest takeaway isn't just the offer. It's that I learned how to turn my background into a strength, and I'm more certain about the direction I want to go. When I get the chance, I'll also share what studying at the National University of Singapore is actually like!