As part of the mentorship program “The First Step into the Business World,” Indira Musić, an experienced Marketing Manager at ASA Hospital, shared her extensive knowledge and invaluable experience with a student doing her master’s degree in the same field. We spoke with this amazing mentor about marketing, the challenges, and the successes in mentorship.
Indira, could you briefly introduce your mentorship? What areas of marketing did you manage to cover with the student?
The mentorship process I had with the student was more than just knowledge transfer—it was a journey of shared growth, learning, and mutual inspiration. We worked on specific areas of marketing: from the basics of digital advertising, content development, and market analysis to branding. But what I am especially proud of is that with every task, we also built self-confidence, recognized our strengths, and learned to see challenges as opportunities for personal development. Marketing today is a broad field, but it only becomes truly exciting when combined with humanity and emotion—and that is something the two of us definitely managed to recognize and build through our work.
What was the most important thing for you as a mentor to achieve during the mentorship program?
For me, every mentorship relationship is, above all, a human story. Knowledge is important, but what I wanted to pass on to the student was a sense of security—to know her worth, to know that she can succeed, and not to be afraid to take steps forward, no matter how small or uncertain they may seem at first. Marketing is a business of ideas and strategies, but above all, it is a business with people and for people. The greatest value of this process, for me, was witnessing how the student grew week by week: asking questions, exploring, recognizing her potential, and gradually building her self-confidence.
Which skills do you consider essential for standing out in the world of marketing?
In today’s world of marketing, it is important to remain curious, authentic, and open to change. Creativity is what drives us, but without empathy, adaptability, and a genuine willingness to listen to those around us, ideas remain just ideas on paper. I believe it is also crucial to develop emotional intelligence because behind every product, campaign, or brand are people with their own stories, needs, and emotions. That is what marketing truly is—creating a sincere connection with people.
What is your view on modern marketing, following trends and technology? Can everything modern replace the fundamental principles of marketing?
Technologies and trends are wonderful tools—they open up new possibilities, speed up processes, and help us reach a wider audience. But what remains unchanged and most valuable are the fundamental principles of marketing—honesty, understanding, and creating real value for people. The best campaigns emerge when we combine the modern with the genuine, when we use technology but stay true to our story, authenticity, and human approach. Marketing that touches the heart is always in style.
What is the importance of this kind of mentorship support for young people?
I truly believe that mentorship support for young people should be part of everyone’s mission and responsibility. We have all been at the beginning once—full of dreams but also fears. One sincere word of encouragement, a piece of advice drawn from experience, or simply someone willing to listen can be a turning point on that journey. Mentorship builds bridges: between experience and youth, between knowledge and new ideas, between confidence and courage. That is why these programs are not just about learning; they are about creating a community where sharing, helping, and believing in yourself and others truly matters. And in my opinion, that is the greatest value we can leave behind for young people.
