One Business Degree, Every Direction: How Sienna Built Her Own Path at ICMS

When Sienna Cartwright finished high school, she was not sure what she wanted to do. Sports management appealed. So did fashion, and events. Rather than pick one and hope for the best, she chose a degree that let her explore them all. 

Now in her second year, the Bachelor of Business student credits that flexibility for shaping her whole experience at ICMS.  

Through the electives available within her degree, she could design a path around her interests instead of being boxed into a single field. 

A degree built around her interests

“With  many  electives as part of the degree, I could build a degree that matched my interests instead of being boxed into one area,” Sienna said. 

That meant sampling sports, fashion, events, marketing, social media and tourism as she worked out where she wanted to land. 

One elective stood out.  

In Sports Facilities and Event  Management, her class toured Rosehill Racecourse, learning how the venue runs behind the scenes before watching the races. For Sienna, it was the kind of hands-on learning that turned a subject into a real-world experience. 

The structure also let her move faster than she expected. By accelerating her studies, Sienna will finish her degree in just over two years rather than three. 

A head start before Orientation

Sienna’s ICMS journey began well before her first day on campus.  

A former prefect at Nepean Creative and Performing Arts High School in Emu Plains, she earned her place through the Early Entry Leadership Pathway.

Knowing she already had a spot took the pressure off her HSC. 

She then applied for first-year scholarships and received the Nova Entertainment Scholarship. Her advice to future students is simple. 

“Just give the scholarships a go, there are so many on offer and you never know what you might achieve,” she said. 

From the Blue Mountains to a castle by the beach

Coming from the Blue Mountains, Sienna did not know anyone when she moved.

At the start of last year she packed up her life and relocated to Manly, living on campus in the “castle” beside the beach. 

During her time at ICMS, Sienna has experienced different ways of studying.  

After living in the “castle”, with lectures just downstairs, she moved into a nearby sharehouse with friends she met at the college. She has also studied online for extra flexibility while completing her Professional Placement. 

“All of these options have worked well for me and have brought with them different experiences,” she said. 

Comparing her experience with friends studying elsewhere, Sienna says the small class sizes, learning environment and practical approach to assessment stood out to her. 

“When we get a break, we actually get a break, no spending your holidays studying,” she said. 

Marketing placement with Ubisoft ANZ

One of the main reasons Sienna chose ICMS was Work Integrated Learning (WIL). During her degree, she undertook her WIL Professional Placement with Ubisoft ANZ, the gaming company behind Assassin’s Creed, Rayman and Rainbow Six Siege. 

Working as a marketing intern, Sienna gained experience in the industry and the demands of working within a large international company.  

She says her ideas were heard and put into production, and she was given real responsibility. 

Sienna took charge of organising the company’s expo event in Melbourne, handling merchandise, flights, accommodation and logistics for the team. 

“It has been such a rewarding experience,” she said. 

A busy student life on and off campus

Sienna has thrown herself into student life.  

As a volunteer Student Ambassador, she has travelled to represent ICMS at expos, a role that also earned her a behind-the-scenes invitation to Australian Fashion Week. 

She joined the Student Representative Committee (SRC) in her first trimester and was promoted to Head of Marketing in her second, a role she has held ever since.  

Through the SRC she has helped run student events, Orientation Week and community days such as the Bear Cottage Superhero Day. She also manages the ICMS student Instagram and TikTok accounts. 

Some days are hectic, and she likes it that way.

At the start of this year she was throwing coloured powder at new students during the Orientation Week Colour Run, then sprinted upstairs to wipe off the colour, pull on a button-up shirt and jump online for an interview with the APAC General Manager of Ubisoft. 

What comes next

After ICMS, Sienna plans to pursue a Master’s degree, and she says her experience has helped prepare her for what comes next. 

“ICMS has given me knowledge, opportunities, confidence and community and I am genuinely excited about what comes next,” she said. 

Reflecting on her own experience, Sienna describes ICMS this way: 

“It’s welcoming, exciting and full of opportunities you won’t get to experience anywhere else,” she said. 

Disclaimer: The views and experiences expressed in this article are those of the student and reflect their individual experience at ICMS. Results and experiences may vary. Placement opportunities and career outcomes are subject to individual performance, program requirements, and industry availability. ICMS does not guarantee employment or specific placement outcomes.