Evangelos–Pavlos Lykakis Greece

Why did you choose to study with one of QMU's collaborative partner institutions, and what attracted you to the course? 

I chose to study at a QMU collaborative partner because it offered the best balance between academic rigor and applied learning. The BA Marketing course follows QMU’s standards while being delivered in a context that is closely connected to the Greek market, which I found extremely valuable. 

What attracted me most was the strong emphasis on critical thinking, research skills and ethical perspectives in marketing, rather than purely technical or promotional aspects. From the beginning, the course encouraged us to question how marketing affects consumers, society and business environment, which aligned perfectly with my interest in consumer behaviour and long-term value creation. 

What did you enjoy most about your course?  

What I enjoyed most was the way the course pushed me to think analytically and independently. Breaking down complex information logically, questioning assumptions (including my own biases) and seeking diverse perspectives. Assignments were not about reproducing theory but applying concepts to real companies and real problems.  

I also appreciated the academic freedom I had to explore my own interest, which allowed me to focus on areas such as consumer experience and behaviour, memory mechanisms and customer loyalty. This made learning process feel meaningful and motivating, rather than just a requirement. 

Were there any particular course activities you found especially interesting? 

I particularly enjoyed case study analyses, especially involving brand identity and customer behaviour. Research-based assignments as well, where I could design arguments, evaluate literature and build structured conclusions. The dissertation process also was an important part of my studies as it helped me to develop strong academic discipline and to broaden my research skills. 

Do you have any advice for students who might be interested in this course? 

I would advise students who might be interested in this course not to treat the course passively. Deep engagement with the material and seeking further information related with each subject was the key for having a really productive time while being a student. Also a great way to understand the marketing world is to work in the same field while studying, allowing you to put your learning into practice. 

What's your ‘top tip' for making the most of being a student, and what was the most valuable lesson you learned? 

My top tip is to treat your studies as a long-term investment, not just a degree. The more intention you bring to your work, the more confident and capable you become. 

The most valuable lesson I learned is that consistency matters more than talent. Academic excellence is built through discipline, reflection and continuous improvement. 

Can you tell us about your life post-graduation? 

My goal is to continue into postgraduate studies, particularly in psychology and consumer behaviour, building on the strong academic foundation I gained through QMU. 

Receiving this academic award has strengthened my motivation to actively pursue competitive scholarships and funded opportunities internationally, as it formally recognises my academic ability, discipline and research potential.  

Ι aim to combine my background in marketing, consumer psychology and real-world professional experience to work in areas related to consumer insight, research and strategic marketing. Ideally in roles that focus on understanding people, not just selling to them. 

Long-term, I see myself contributing to research driven, ethical and customer-centred marketing practices.