 MRS Accredited Masters Prize
Sponsored by RS Consulting
The Accredited Masters
Prize is given for
the best research-based
dissertation submitted by a student on an
MRS Accredited Masters
Programme.
The winner of the 2009 Prize is Paolo Antonetti from The Cranfield School of Management, for his MSC Strategic Marketing dissertation: 'A Cultural Coding and Masculine Identity in the Male Skincare Product Category' . This dissertation has also won the Malcolm McDonald Prize for best Thesis.
What the judges said:
The panel thought the dissertation demonstrated the way in which a combination of a detailed literature review, semiotic analysis of advertising material and in-depth interviews could unearth key insights on the issue of male attitudes to the use of different skincare products. In evaluating student projects the judge are mindful of the time and resource constraints under which students must operate in constructing their research designs. They are therefore not only looking at how well the research study produced key findings, but also to see whether the student had learnt from the exercise about what constituted good practice in the field of market research. They felt that this dissertation delivered some important insights, while at the same time demonstrating an excellent appreciation of how market research could - on larger budgets - be used to look at these complex issues.
Paolo is now a doctoral student at Cranfield, where he is currently focusing his research on sustainable consumer behaviour. Prior to coming to the UK he worked for about four years as a quantitative researcher in the italian office of Research International. he managed prestigious multinational clients in the FMCG industry, assisting them in new product development projects and strategic market research. He also has a degree in Busines Administrtion from Bocconi Univerity (Milan).
2009 Awards to be presented |
Site Map
