Meet Our Students: Celebrating Success Stories | Mariam Mukhlis

For Mukhlis, joining the Faculty of Social Science was never simply about choosing a program. It was about finding a place where she felt she belonged.

Before becoming a Social Science student, she often studied in the Social Science Centre, drawn to its welcoming atmosphere and the sense of community that filled its halls. Although she was enrolled elsewhere at the time, the environment left a lasting impression.

"Even though everyone was in different programs, there was a real sense of connection," she says. "As someone who wasn't even in the faculty at the time, I still felt comfortable there, and that really stood out to me. It was one of the moments that confirmed I was making the right decision."

That feeling of belonging was reinforced by her interest in the Consumer Behaviour program, which combines psychology, marketing, and business to explore why people make the decisions they do. The interdisciplinary approach offered exactly the kind of learning experience she had been searching for.

As her studies progressed, Mukhlis discovered that understanding consumers requires much more than creativity. One of the defining moments of her academic journey came in Integrated Marketing Communications with Professor Wonkyong (Beth) Lee. Working with her classmates, she developed a full integrated marketing communications campaign for Aritzia's expansion into menswear.

The experience challenged the assumptions she had about marketing.

"Before this project, I had always viewed marketing as the creative side of advertising," she explains. "This project completely changed my perspective. I realized that every successful campaign starts with research."

Her team analyzed industry trends, consumer insights, and Aritzia's communication strategy before designing a campaign grounded in evidence rather than assumptions. The project revealed the importance of research, critical thinking, and strategy in developing effective marketing initiatives.

"It reinforced my interest in consumer behaviour and showed me that understanding people through research is just as important as creating a compelling campaign," she says.

Another memorable project allowed Mukhlis to further explore those concepts by developing a brand extension strategy for Starbucks. Her team evaluated the possibility of expanding the company's brand into a body care line, researching consumer perceptions, brand loyalty, and market trends to determine whether customers would embrace the idea.

The experience reinforced that successful business decisions begin with understanding people first.

Beyond the classroom, Mukhlis sought opportunities to apply her knowledge in professional settings. Through two Co-op experiences, she gained firsthand insight into how marketing and communications can create meaningful impact.

Her first role with Acadium allowed her to conduct market research, develop customer relationship management strategies, and identify partnership opportunities for a business owner in Dallas, Texas. She is now completing a Marketing and Communications Assistant Co-op with the Ontario Government, where she has supported internal communications, accessibility initiatives, ministry-wide projects, and the planning of a major annual research symposium.

"What I especially value about working for the Ministry of Children, Community and Social Services is how closely it aligns with what I've been studying in Social Science," she says. "Although my role is in marketing and communications, it's ultimately about supporting programs and services that have a real impact on people and communities."

These experiences broadened her understanding of marketing beyond traditional campaigns.

"It's reinforced the importance of accessibility, collaboration, and strategic communication in reaching diverse audiences," Mukhlis says. "Marketing isn't just about creating campaigns. It's about making information meaningful for different audiences."

Outside the classroom, she embraced leadership opportunities that enriched her university experience. As Marketing Manager for the Western Iraqi Students Cultural Club, she created promotional campaigns, managed social media, and collaborated with fellow executives to support campus events. She also served as a BMOS Representative, helping prospective students learn about the program and navigate the transition to university.

"I remember what it felt like to be in their position," she says. "Being able to share my own experiences, answer their questions, and help them feel excited and confident about starting university was incredibly rewarding."

Her involvement with the Western Marketing Association further expanded her professional network through case competitions, career development events, and opportunities to connect with industry professionals and fellow students.

While these experiences strengthened her confidence and leadership skills, Mukhlis considers her greatest achievement to be the journey that brought her to Western in the first place.

After graduating from high school, she began studying Digital Marketing at Fanshawe College before transferring to King's University College. Her goal was always to join the Consumer Behaviour program at Western, but getting there required careful planning, persistence, and determination. She spent countless hours meeting with academic advisors, coordinating transfer requirements between institutions, and mapping out every step of her academic plan.

"There were many moments where the process felt overwhelming," she recalls. "More than once, I was told how difficult the transfer would be."

Rather than allowing setbacks to define her journey, Mukhlis chose to keep moving forward. She took additional courses, balanced demanding academic and professional commitments, and continued pursuing opportunities even when the path seemed uncertain.

"Every 'no' motivated me to work harder, and every setback pushed me one step closer to where I wanted to be."

That mindset became especially important as she applied to more than 400 Co-op opportunities before securing the experiences that helped shape her career goals.

One lesson has remained with her throughout every challenge.

"My mom always told me, 'There is no such thing as a free lunch,'" she says. "To me, it means that no experience is ever wasted. Whether it's volunteering, taking on a new opportunity, or even hearing 'no,' there's always something to gain."

Reflecting on her time in the Faculty of Social Science, Mukhlis says the experience has changed both the way she thinks and the way she approaches her future. Alongside developing expertise in consumer behaviour, she has gained the confidence to embrace new opportunities, challenge herself, and discover the meaningful role marketing and communications can play in improving people's lives.

"My passion isn't just marketing," she says. "It's understanding people and using communication to make a meaningful impact."

Her advice to prospective students reflects the same resilience that has guided her own path.

"Embrace every opportunity and remember that your journey doesn't have to look like anyone else's," she says. "Don't let setbacks discourage you. Every rejection is a redirection."

Mariam Mukhlis' journey demonstrates that success is rarely defined by a straight path. Through perseverance, curiosity, and a willingness to embrace every opportunity, she transformed challenges into stepping stones toward a career built on understanding people and creating meaningful connections. Her story is a reminder that growth often comes from the unexpected turns along the way, and that persistence can open doors to opportunities once thought out of reach.

Stay tuned for more inspiring stories in our Meet Our Students: Celebrating Success Stories series, and follow us on social media to see how our students are shaping the future.