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Meet Our Students: Celebrating Success Stories – Sammi Yeung

In our Meet Our Students: Celebrating Success Stories series, we spotlight the incredible journeys of students whose experiences reflect the diverse opportunities available at Western University. This edition features Sammi Yeung, an ambitious and dynamic student in the Bachelor of Management and Organizational Sciences (BMOS) program, with an Honors Specialization in Consumer Behaviour.

Yeung’s path to Western University was fueled by her early passion for business and her desire for an academic environment that balanced rigorous coursework with opportunities for leadership and extracurricular engagement. “I knew I thrived in environments where I could grow both inside and outside the classroom,” she says. This realization led her to the BMOS program, where she found an ideal blend of academic flexibility, community involvement, and the chance to pursue her diverse passions.

One of Yeung’s standout experiences was her work in the MOS4423 Seminar in Consumer Behaviour, where she was challenged to analyze complex academic texts and present her ideas in front of a collaborative class. The intimate setting fostered engaging discussions and provided Yeung with a platform to refine her critical thinking and public speaking skills. “It was a space where I learned to connect the dots between theory and real-world applications,” she reflects.

The interdisciplinary nature of her studies at the Faculty of Social Science deepened her understanding of the interconnectedness of management, psychology, and sociology. Courses like Managerial Economics ignited her passion for pricing models, while her psychology courses helped her apply insights into human behaviour to both her academic work and professional ventures. Drawing on frameworks like Plutchik’s Wheel of Emotion, Yeung was able to analyze consumer responses and advertisements with a unique perspective.

Her academic growth was supported by professors who became mentors, offering guidance on career decisions and academic challenges. Yeung credits these relationships for helping her identify her strengths in consumer behaviour and marketing, which solidified her career aspirations. She is especially thankful for professors like Larry Frederick, Melissa Cheater, Michelle Edward Lau, Christina Maco, and Mark Cleveland, whose mentorship guided her throughout her studies.

Beyond academics, Yeung became an influential leader in several student organizations, including her role as Vice President of Mentorship and Projects for the Women in Tech Society. Here, she empowered young women to advance their technical skills, while also supporting nonprofit initiatives through hackathons and social good projects. These leadership experiences allowed her to develop critical skills in mentorship, networking, and project management—assets that will serve her well in her career.

Yeung also found ways to connect her passions outside the classroom. She took part in Hip Hop Western, the CAISA Fashion Show, and Hack Western, combining her love for dance, fashion, and technology. From organizing large-scale dance programs to overseeing hackathons that brought together hundreds of students, Yeung enriched her university experience through creativity and community.

A transformative gap year between her second and third years allowed Yeung to expand her horizons even further. During this time, she worked as a Data Analyst at RBC and studied abroad in Korea. These experiences enhanced her professional skill set, while also deepening her connection to her cultural heritage. With six to seven internships throughout her time at Western, Yeung gained a versatile skill set that prepares her for any challenge in the professional world.

Through it all, Yeung remained deeply committed to giving back to the Western community. Her leadership roles, from serving as a Residence Don to mentoring peers, have created lasting connections and supported a sense of belonging for others. Her contributions were recognized through several prestigious awards, including the Social Science Student Council’s Award and the USC Women in Leadership Award.

Today, Yeung’s experiences at Western have equipped her with the knowledge, confidence, and adaptability to thrive in her career. Her journey has not only shaped her professional aspirations but also provided her with the skills to navigate the complexities of the business world with empathy, critical thinking, and creativity.

If you want to share your own story or know someone who should be featured, please reach out to us!