MSc Marketing Dissertation

Completed over the course of my Master's of Science in Marketing degree at Trinity College Dublin, this thesis paper earned a mark of First Class Honours (Top 15% in cohort).

This paper details my research on how musical approaches differ in shaping a brand's perceived authenticity. The paper's findings provide insight into the detriment of AI music and the intangible authenticity that human-composed music carries. Ultimately, I translated these findings into practical guidance for marketers and put forward my own research-grounded predictions for the future of human creative output.

The full paper is available below. Please note that it is best viewed using Google Chrome for desktop.

* E.U. TOBACCO TAX DIRECTIVE - "Promised Solutions. Delivered Excuses"

Created as the final project in the Social Marketing module in my MSc Marketing at Trinity College Dublin. For this project, we were tasked with creating a video campaign targeted at E.U politicians to support the movement to include vaping and e-cigarettes in the EU Tobacco Tax Directive. 

THE PROBLEM: Vaping is a rising concern in European Union countries. While the current E.U. Tobacco Tax Directive in place has effectively combatted smoking rates with additional taxes and levies, the same regulations do not exist for vapes and e-ciggarettes. By convincing E.U. politicians to vote to include vapes and e-ciggarettes in this existing peice of legislation, these newer forms of nicotine consumption can begin to be combatted

THE SOLUTION: We tackled this tough angle by embodying the physical detriments of vaping in a person unknowingly involved in the political process: a nicotine addicted mailman. Our protagonist is unk
Tuborg Skål Space campaign key insights

* Tuborg "Skål Space" Campaign

As part of the Consumer Behaviour module in my MSc Marketing at Trinity College Dublin, we were tasked with conducting ethnographic market research and building a campaign for Tuborg in response to a specified brief. 

THE PROBLEM: The brief highlighted the brand's need to adapt to a generation who is drinking less alcohol than their predecessors, and the need to accommodate Gen Z's anxieties and apprehensions. The brief specified needing the solution to involve an in-person brand activation

THE SOLUTION: Our proposed strategy revolved around the Tuborg "Skål Space", a branded experience at major european music festivals coupled with the launch of a new product, Tuborg Water, which would be designed to appear almost identical to the standard Tuborg lager. The basic premise behind these tactics is to provide young people with an opportunity to escape peer pressure in a typical consumption environment.

NOTE: Due to limited timelines, Generative AI was used only to build mock-ups representing the implementation of our strategy if given the time/budget.