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School of Business and Management

Masters student's award win gives QMUL an unprecedented hat-trick

A School of Business Management Masters student has won a prestigious award from a distinguished City of London Guild, completing an unprecedented hat trick for Queen Mary University of London, the University's students now having won it three times in a row. 


Daniele Pramaggiore won the Worshipful Marketors Graduate Dissertation 2015 Award for outstanding performance in marketing at Master's level. Daniele beat numerous applications to win the award, which comes with a £1,000 prize, with around four are awarded every year. Other recipients have including students from the Judge Institute, Cambridge, and the Said School, University of Oxford. 

Daniele's winning dissertation paper Impact of Counterfeiting on Genuine Luxury Brands: The Burberry case study was supervised by Professor Nicholas O'Shaughnessy, the School's Professor of Communications. 

We caught up with Professor O'Shaughnessy, who was delighted with this remarkable achievement: 

"These successes are a great tribute to our programme and the calibre of students it is now attracting. We are immensely proud of them. These dissertations were chosen for their intellectual distinction: the richness of insight they offered, their rigour, lucid exposition, originality and interpretive virtuosity made them model theses which could easily have become journal articles." 

Daniele and Professor O'Shaughnessy will attend a Ceremonial Court of the Company to receive the award in the coming months, including a banquet with the Lord Mayor in July. 

Daniele’s victory follows hot on the heels of the triumphs of SBM alumni Neil Shah, who won the award in 2013, and Camilla Bass, who was victorious last year. Neil's thesis was entitled "So Hungry You Could Eat A Horse? Consumer Response To The UK Horsemeat Scandal: A Phenomenological Study". Camilla's was titled "Hawaiian Paradise: Investigating Paradisiacal Themes In Tourist Narratives Of Hawaii". Their supervisor was Dr Ying Fan. 

With three straight wins going to its alumni, the University’s Msc Marketing programme is sure to attract widespread attention in academia and become a sought after course for graduates looking for further study in this field. 

One of the livery companies of the City of London, the Worshipful Company of Marketors was founded in 1975, becoming a livery company in 1978. It acts as the City Guild for senior marketing professionals, representing the profession while carrying out philanthropic work. The Company promotes marketing as a force for economic and public benefit and encourages excellence in education and practice. It also supports research, innovation and offers scholarships and awards.