Canon’s 2017 Honours Scholarship awarded to Tycho Hugh for expertly marrying his passion for medical and marketing studies

Tycho Hugh, Marketing Honours Student at The University of Sydney, has been awarded Canon’s annual Honours Scholarship for his outstanding performance in the Marketing Honours program. Inspired by anthropological theory of the body and his parent’s medical profession, Tycho set out to understand how the inevitability of death, and the possibility of living forever, interact with a person’s sense of identity and thus induce certain buying behaviour.

Tycho recently completed a Bachelor of Commerce Liberal Studies, majoring in Marketing, Anthropology and Microbiology. His thesis continues for one year, focusing primarily on the ‘immortality salience theory’, examining an individual’s awareness of and attitudes toward the inevitability of death, as well as how feelings toward certain death impact materialistic tendencies in consumers.

Tycho has been thoroughly enjoying his time working on the project, and credits his supervisor for expertly guiding him through the investigation process of his unique topic of exploration: “I’m very honoured to be the recipient of the Canon 2017 Honours Scholarship! I plan to use the $6,000 grant to assist my research and help establish my side passion project, a startup called Somniumlab that marries my academic background in medical theory with my love of marketing and brand development.”

 
Tycho Hugh and Sara Marshall, Director of Human Resources, Communications and Facilities

Sara Marshall, Director of Human Resources, Communications and Facilities at Canon Oceania presented the award to Tycho at the awards ceremony on 19 July 2017.

“The Canon Honours Scholarship aims to support students with a real passion for the marketing discipline. Having undertaken a very interesting topic that traverses the medical and marketing fields, we are excited to see what the future holds for Tycho and wish him every success in both his studies and passion project.”

Tycho is excited about what the future of post-study life holds, hoping to put his learning into practice with Somniumlab before returning to pursue a career in academia – focusing on bringing different schools of thought together to work more collaboratively.