Professor Malcolm McDonald Student Essay Prize 2016

Kristen Marshall has won the 2016 Professor Malcolm McDonald and Academy of Marketing student essay prize. Kristen is a Doctoral Student and PGCert in Higher Education at Edinburgh Napier University.

This year’s topic was: ‘Many organisations communicate their offerings to customers through value propositions. What elements should marketers ensure are included in a good value proposition?’

Kristen’s essay dealt with this complex question by considering issues in marketing theory and practice. She concluded: ‘A good value statement does not accomplish multiple purposes, it accomplishes a single purpose. It is a summary. A single element taken from a large, unbounded whole.’

Kristen attended the Academy of Marketing Gala Dinner in Newcastle in July, and gave her thoughts on winning the competition; ‘I am honoured and really pleased to win this award. It has been a real encouragement to me, and I deeply appreciate the support. Many thanks to both the Academy of Marketing and Professor McDonald for this recognition. ’


Professor Malcolm McDonald Student Essay Prize 2015

Katerina Kormusheva

Katerina Kormusheva has won the 2015 Professor Malcolm McDonald and Academy of Marketing student essay prize. She is based in Canberra in Australia, and is just starting a PhD in Marketing at the prestigious Australian National University.

This year’s topic was: ‘Marketing has shifted from a product-dominant logic to a service-dominant logic. Use examples to discuss how service is now at the heart of everything that is marketed’.

Katerina approached the challenge with the apt title ‘the yinyang of marketing’. Expanding on this she stated; ‘While the distinction between products and services is necessary and useful in highlighting certain challenges and distinct characteristics, when marketing services versus products, a more yinyang approach is practical’.

Due to the distance, Katerina was unable to attend the Academy of Marketing Gala Dinner in Limerick in July. However, her certificate and prize have been sent to her. In a chat with Paul Harrigan, who runs the competition, she spoke of her passion for research that links theory and practice:

‘The product-service symbiosis is of personal interest and I was very inspired to write on the topic. I am now in my first year of PhD studies in marketing at the Australian National University. This award is an encouragement for me to persevere in my research. My goal is to explore concepts at the intersection of science and practice in marketing. I dream that one day my dissertation will not be collecting dust in a library somewhere but will rather fundamentally change the way people do marketing in real companies’.


Professor Malcolm McDonald Student Essay Prize 2014

Ewan Cluckie and Paul HarriganEwan Cluckie, a marketing student from the University of Manchester, has won the 2014 Professor Malcolm McDonald and Academy of Marketing student essay prize.

Ewan’s essay dealt with an issue very prominent in the minds of many marketers today. That is; ‘For many brands, the greatest threat is not being out of touch with social media, but losing sight of the fundamental needs their consumers’.

How Ewan approached this topic, relating existing theory to current practice, greatly impressed the judging panel and Malcolm. Ewan received his award at the annual Academy of Marketing Gala Dinner in Bournemouth in July. The prize for the competition is £500.

“It was a great honour to have been selected as the recipient of the award. I was very proud that my work had been recognised by some of the leading academic minds.”
“I would encourage more students to get involved in opportunities such as this, not only is it great for your CV, but the conference itself is a great networking experience and I didn’t feel out of place at all. It was a very collaborative environment, and the opportunity to engage with a number of academics offered me some very valuable insights into my dissertation research.”


Professor Malcolm McDonald Student Essay Prize 2013

Kerry WaltonKerry Walton, a marketing student from the University of Portsmouth has won the 2013 Professor Malcolm McDonald and Academy of Marketing student essay prize.

Kerry’s winning essay was on the subject; ‘The Chartered Institute of Marketing has recently initiated the Sales Leadership Association (SLA) in an attempt to bring Sales and Marketing closer together. The basic argument is that their organisational and managerial separation is bad for marketing, bad for customers, bad for companies and bad for the bottom line. Not everyone agrees, however. Discuss.’


Professor Malcolm McDonald Student Essay Prize 2012

Lawrence Green and Monica Gibson SweetThe winner of the 2012 Professor Malcolm McDonald Student Essay Prize was Lawrence Green, from University of Southampton.

Lawrence’s winning essay was titled; ‘Segmentation of customers based on their needs and profiles is more important than ever. Discuss the role of new social media as tools to help businesses better understand consumer needs’.

The award was presented to Lawrence by Monica Gibson-Sweet, Chair of the AM Education Sub-Committee at the Academy of Marketing Conference Gala Dinner in Southampton on 5 July.


Professor Malcolm McDonald Student Essay Prize 2011

Monica Gibson-Sweet, Christopher Agyapong Siaw and Malcolm McDonaldThe winner of the 2011 Professor Malcolm McDonald Student Essay Prize was Christopher Agyapong Siaw from Glamorgan Business School.

Christopher’s winning essay was on the theme “Real value is defined by the customer, not the supplier”

Professor McDonald presented the prize to Christopher at the Academy of Marketing conference dinner on July 7th in Liverpool.


Professor Malcolm McDonald Student Essay Prize 2010

AM2010 Student Essay Prize presentationThe 2010 Winner was Nathalia Tjandra of Edinburgh Napier University for her essay entitled “The only way to create sustainable competitive advantage is to create advantage for customers”.

She was presented with her award by Professor McDonald at the AM 2010 Conference Dinner hosted by Coventry University.