Cranfield student thesis secures national recognition

A Master’s thesis written by a Cranfield School of Management student has won a national award from a leading industry body.

Adam Bissmire-Mullen was recognised by the Worshipful Company of Marketors for his work on executive engagement, submitted as part of his Cranfield MSc in Strategic Marketing during the 2020/21 academic year.

He collected his award at a white-tie dinner and awards ceremony hosted by the Lord Mayor of London at Mansion House in the capital at the end of 2021.

Adam’s award-winning thesis ‘Engaging the C-Suite: Insights into Executive Engagement Strategies’ explores the concept of executive engagement, using modern strategies like account-based marketing to engage customers and prospects at the executive level. It features a study of how the Covid-19 pandemic impacted the marketing function, including insights into how senior practitioners used the tools and strategies at their disposal to keep relationships alive during a time of turmoil.

At his graduation, Adam became one of the first School of Management recipients of the Vice-Chancellor’s Prize for his hard work and effort during his studies.

He was subsequently accepted to undertake a PhD in Cranfield’s Centre for Strategic Marketing and Sales, where he is currently working as a doctoral researcher on the topic of account-based marketing.

Adam’s thesis supervisor was Dr Sue Holt. She said: “Having won two internal Cranfield awards including the Professor Malcolm McDonald prize for best Strategic Marketing thesis, it was fantastic that Adam also received this external award from such a prestigious institution. Around 30 other academic institutions submitted theses to be considered for a prize, and Adam was one of only four prize-winners.

“It was a pleasure to be Adam’s supervisor for his MSc thesis and I am delighted that he is now continuing his studies by undertaking a PhD at Cranfield. He undoubtedly has the talent to have a fantastic future career in academia.”

Adam said: “I was delighted to receive a prestigious award from the Worshipful Company of Marketors for the work on my Master’s thesis.

“To represent Cranfield School of Management at Mansion House and celebrate my achievements on the Strategic Marketing MSc programme with my supervisor Dr Sue Holt and fellow colleagues was a real honour.

“Moreover, receiving this award has topped off what was an enriching year of study, which has now given me a platform to build towards my future ambitions and career goals.”

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