How the University of Tartu Prepared Me for an International Business Career

Alumna story of the Business Administration programme and internship at the UT Neuromarketing Lab with Jiya Sheth.

I fell in love with Estonia during my high school years – the nature, the calm yet inspiring vibe, the kindness of people – it already felt like home, and I simply wasn’t ready to leave. I wanted to stay longer, explore more of this beautiful country, and keep building my life here for a few more years. At the same time,I was looking for a strong, internationally recognised business degree that would actually prepare me for a real career, not just theory. When I discovered that the University of Tartu offered a modern, fully English-taught BBA with a practical approach, excellent faculty, and tons of opportunities like internships and projects with real companies, it felt like the perfect match. Tartu itself sealed the deal – this warm, student-friendly town, full of energy and creativity, gave me the ideal environment in which to grow both personally and professionally. Choosing the BBA at the University of Tartu was my way of combining my love for Estonia with a serious step toward the international business career I’ve always wanted.

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Studying at the Business Administration programme was honestly one of the best chapters of my life. Even though I commuted every single day from Tallinn to Tartu (yes, people told me it was impossible for three years, but I did it!), the lectures, group projects that lasted until evening in the corridors, late-night exam preparations with friends, the jokes, the stress we got through together – everything created memories I will cherish forever. The faculty was incredibly supportive, the courses broadened my thinking, and the university gave me countless opportunities (internships, volunteering, workshops) that prepared me for the corporate world and even for my current master’s in London.

During my studies, I decided to test my skills in the Neuromarketing Lab. I first heard about the Neuromarketing Lab in my first year when Prof Kristian Pentus mentioned it during his Marketing lecture. I had never heard of neuromarketing before – the idea of using brain science and eye-tracking to understand consumer behaviour instantly hooked me. It felt fresh, innovative, and exactly the kind of cutting-edge experience I wanted alongside my studies.

As the social media intern, I essentially built the lab’s online presence from scratch – there wasn’t even an Instagram account when I started. I created the account, planned weekly content (posting three times a week), wrote captions that explained what neuromarketing is without compromising participant privacy, took photos during lab tours, covered experiments, and shared behind-the-scenes moments. Because I lived in Tallinn, I worked in a hybrid environment: I planned and edited content from home, then rushed to Tartu whenever something was happening in the lab. It taught me time management like nothing else!

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One crazy day sums up the lab perfectly: I had morning lectures, an internship shift at SEB Bank in the afternoon, and a pre-booked bus ticket back to Tallinn. In the tiny gap between everything, I suddenly got a message that Prof Pentus had a media interview at the lab – right then! I panicked because I needed to be there for photos and stories. I texted Emily, the other intern, and somehow she sprinted across campus, arriving literally one minute before I had to run for my other internship. I still laugh about that day – pure chaos, but that’s the exciting, unpredictable energy of the Neuromarketing Lab!

I gained confidence in creating professional social media content from zero, learned how to communicate complex scientific topics (like what happens in a neuromarketing study) in a simple and engaging way, and gained a real insight into consumer psychology and research ethics. Most importantly, it taught meadaptability, creative thinking under pressure, and how to balance multiple responsibilities – skills I still use every day in my master’s and professional life.

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I got to apply the knowledge I gained from the studies in the Neuromarketing Lab. Everything from marketing theory and consumer behaviour courses came alive when I had to explain neuromarketing on social media. Digital marketing skills, visual communication, copywriting, even basic research methods – I used them all. The lab was the perfect bridge between classroom theory and real-world application.

My advice to future students is to be yourself, be proud of the path you choose, and once you commit, go all in. Things will get hectic, schedules will clash, and some days will feel overwhelming, but stick to it. The experience, the people, and the skills you’ll pick up are worth every rushed train or late-night content plan. Trust yourself – you can do way more than people (or even you) think is possible!