Shokoufeh Abdi

For Shokoufeh Abdi, the decision to move to London from iran and study BA Advertising and Marketing Communications at London Metropolitan University was perhaps the quickest and best decision she has made so far.

Back home in Iran, Shokoufeh was in her second year studying IT at one of Tehran’s universities whilst also working for a company selling advertising space and working on marketing projects. She came to London originally for a holiday to visit her sister and to take a short course in advertising.

However, on discovering the different advertising and marketing degrees in the UK as opposed to the more traditional disciplines such as IT, economics or finance in Iran, she decided to change her life completely – and started at London Metropolitan University within a few weeks.

How has your experience at London Met been so far?

“I was very happy to find this course and was sure that this was the right option for me. I contacted the International Office who facilitated my application, and then I was starting my new life immediately!”

Since studying at London Met, Shokoufeh has managed to completely focus on her passion for PR and marketing. The practical and career-focused approach of the course allowed her to apply what she learned in the classroom directly to organising and promoting cultural events.

“I feel it was my destiny to study in the UK as everything that I have done as a consequence of this has been amazing”.

Did you do any extra-curricular activities?

A year after starting her BA Advertising and Marketing Communications programme, Shokoufeh started to work on organising and promoting a charity concert for the Multiple Sclerosis (MS) Society at the Royal Albert Hall.

“Multiple Sclerosis is not very well known in the Middle East and therefore I was very passionate about spreading awareness of this condition in the Iranian community.”

The concert by Ebi, a famous Iranian singer, was filmed by BBC Persia and London Metropolitan University was one of the main sponsors. The event was a huge success and very well attended.

Since this concert, Shokoufeh has been the official ambassador for the MS Society. Since her success in organising and promoting the charity concert, Shokoufeh co-founded Cultural Signatures, an events company which promotes and organises cultural and charity events. She also continued her education and enrolled into a master's course at London Metropolitan University's business school, which she found directly relevant to her work at Cultural Signatures.

“Enrolling on the MSc programme was very useful for me as I found it directly relevant to my work at Cultural Signatures. I could therefore apply the things that I had learnt immediately to real situations.” Shokoufeh was able to use the data and experience of managing an Iranian underground music website for her dissertation research, which was called ‘Challenges facing an Iranian underground music website – a case study in risk management’. She tells me that it was invaluable to have the expertise and experience of her teachers at London Met to support her.

Shokoufeh has now graduated from her MSc and continues to work for Cultural Signatures.

“I am very proud of being Persian and of my rich cultural heritage and want to showcase the best of this ancient culture to the world. The training that I received at London Met gave me the confidence to be a co-founder of Cultural Signatures. To have the academic support from the University behind me whilst doing this has been invaluable.”