University news

A victorious Master's thesis in marketing

M.Sc. (B.A.) Miira Leinonen's Master's thesis ”Facilitators and impediments in the adoption and implementation of the HubSpot marketing automation system" was awarded as the best marketing communications Master's thesis in the Miltton’s Thesis Competition 2017.

Miltton’s thesis competition, now held for the sixth time, was looking for a Master’s thesis that could offer fresh views into different aspects of marketing communications, both in terms of business and research. The competition was open for all Master level theses approved between 1 January 2016 and 30 November 2017.

According to the competition jury, Miira Leinonen's topic - marketing automation - is currently an acute topic in business life. The jury is the opinion that Leinonen's thesis linked theoretical and empirical perspective in an excellent way. Additionally, the presentation of the thesis was complimented by the jury. Leinonen was awarded with a prize of 3,000 euros.

Leinonen's thesis supervisors were JSBE Professor of Marketing, Heikki Karjaluoto and University Teacher of Marketing, Joel Mero. 

The winning work was chosen among five finalists, of which four was from JSBE. The other JSBE finalists were Auli Viitanen, Joel Jokinen and Khoa Nguyen. 

JSBE congratulates the winner and the finalists!