Antonia Amethyst Muljani MSc

The course

Why did you choose to study at the University of Edinburgh Business School (UEBS)?

I chose to study at the University of Edinburgh Business School because it had long been a personal aspiration to study at a globally respected, top-ranking university. The School’s strong international reputation, academic excellence, and diverse community made it an ideal environment for both personal and professional growth.

What was it about the degree programme that particularly attracted you?

I was particularly drawn to the MSc in Business Analytics because of its focus on data-driven decision-making. The idea that data can guide better business outcomes, often speaking louder than intuition, really resonated with me. I was excited by the opportunity to develop the analytical skills needed to turn complex data into clear, actionable insights.

Your career

Can you tell us about your career before and after graduating?

During the final year of my undergraduate studies, I interned as an internal auditor at the headquarters of a major automotive company. That experience sparked my interest in data-driven decision-making and inspired me to further my studies in this field by undertaking an MSc.

Since graduating, I have worked in a number of roles back home in Indonesia including as an internal audit analyst and as an IT consultant. Currently, I am working for PT XLSMART Telecom Sejahtera, one of the leading telecommunication companies in Indonesia as an IT business analyst.

How did your degree prepare you for your career?

My degree made me more critical and analytical, approaching problems from multiple perspectives and consistently grounding decisions in data. This mindset has helped me focus on creating impactful solutions. It also equipped me with strong teamwork skills, as many assignments required close collaboration with classmates from diverse cultural and professional backgrounds. It also improved my ability to articulate and structure my thoughts in writing, particularly when preparing reports or documentation.

My MSc taught me the importance of trusting data and making decisions based on evidence rather than assumptions.

Masters of Change

What notable changes has your degree enabled you to make in your professional or personal life?

My degree added significant value to my skill set, allowing me to position myself competitively in the job market, often helping me to pass the initial CV screening stage with confidence and ultimately negotiating a good benefits package.

What are the changes you have been able to make in your chosen field, of which you are most proud?

In my current role as an IT business analyst, I work primarily on projects for the customer value management (CVM) team, who deliver personalised and targeted campaigns to customers. I focus on changing business requirements into strategic solutions by gathering and refining CVM needs, then translating them into clear business requirement documents that guide IT developers and stakeholders in delivering outcomes that meet business expectations.

How did your studies at the Business School help you to make those changes?

My studies equipped me with the practical skills and business understanding that I apply every day in my role. In particular, the case studies that we undertook help me to easily understand business context, terminology, and data-driven approaches. This allows me to contribute effectively to projects that support the campaign mechanism from an IT perspective from an early stage.

What key things that you learnt at the Business School do you still rely on today?

Some of the key lessons I continue to rely on from my time at the Business School include the importance of trusting data, making decisions based on evidence rather than assumptions, and developing clear, logical approaches to problem-solving. I also regularly apply the ability to define proper data attributes and structure data effectively to produce meaningful reports for further analysis and insights.

Course highlights and advice

What are your best memories on the programme?

Beyond the formal coursework, some of my most memorable experiences in the programme include serving as a student ambassador and participating in a 3-day start-up bootcamp. The friendships I built during the bootcamp remain strong to this day - whenever we visit each other’s countries, we’re always the first to reconnect.

What one piece of advice would you give to current students and recent graduates?

My advice is to stay critical yet open-minded, and embrace diverse backgrounds, approaches, and perspectives.