News from Cass Business School

Worshipful Company of Marketors awards prize to two MSc students

Monday, 28 December, 2009

Two MSc Management students have been awarded a Worshipful Company of Marketors Award for their excellent MSc dissertation, Marketing towards the bottom of the pyramid.

Melina Meinsen and Neil Green analysed how Western marketing theories and models should be adopted and adapted by less developed countries such as India. Melina and Neil were nominated for the award by their supervisor, Dr Caroline Wiertz.

Dr Wiertz said: "What I like most about Melina and Neil's project is the importance of their topic. Marketing theory has historically been developed from a Western perspective, and it is crucial that we re-examine its applicability to emerging markets."

The prizes are open to post-graduate students of marketing based at the institutions invited by the Worshipful Company of Marketors to participate, and is available from the charitable funds of the latter. The key criteria for the prizes are: how the proposal will benefit the practice and understanding of marketing, raise public or corporate estimation of marketing and how it relates to practice in the UK by a British-based organisation.

Melina Meinsen said: Our dissertation process has been both challenging and enlightening. Working with Neil has been great. I would like to thank Caroline for her guidance and taking the initiative to nominate our project. I am very happy that our hard work has been acknowledged this way.

Neil Green said: One of the reasons we think that the project has been so successful was the ambition with which we approached its scope; we targeted one of the world's biggest fast moving consumer goods companies, Unilever, and managed to interview the key business leaders including the chairman of Hindustan Unilever Limited, Harish Manwani.

About the Worshipful Company of Marketors

The Worshipful Company of Marketors is one of the modern livery companies and aims to promote marketing as a force for economic and public benefit and to encourage excellence in education and practice. The company was formed in 1975 and became a livery company in 1978.

The relationship between the Worshipful Company of Marketors and Cass has been ongoing for over a decade. Cass has helped the Marketors organise their annual lecture and the Marketors also host some of their events at the School.

Permanent link to this story: https://www.cass.city.ac.uk/news-and-events/news/2009/december/worshipful-company-of-marketors-awards-prize-to-two-msc-students
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