Programme And Module Handbook
Course Details in 2022/23 Session

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Module Title LM Dissertation
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 37388
Module Lead Inci Toral
Level Masters Level
Credits 60
Restrictions Co-requisites based on chosen stream:

(a) (Quants. stream) Advanced Quantitative Research & Marketing Analytics Techniques, OR;
(b) (Qual. Stream) Advanced Qualitative Research and Creative Methods for Qualitative Research OR;
(c) (Mixed Methods) Advanced Quantitative Research & Creative Methods for Qualitative Research.
Contact Hours Project supervision-5 hours
Guided independent study-595 hours
Total: 600 hours
Description The dissertation module is designed to enable students to undertake their own in-depth research study into a subject of interest related to their marketing degree programme. The dissertation module has two aspects. First, it provides students with opportunities to familiarise themselves with relevant theoretical and empirical research advances specifically in their chosen marketing subject of interest, while contextualising their work more broadly in the social sciences. Second, it fosters the skills students require for undertaking and managing independent research work, a valuable set of skills in both academic and commercial contexts. The quantitative, qualitative or mixed methods knowledge, understanding and skills developed previously in the programme will be applied through the dissertation, providing students with a good foundation for further academic study and/or industry research careers. The outcome of this module is a Master’s degree academic dissertation including, for example, an abstract, introduction, literature review, research design and methodology, findings based on data analysis, discussion, conclusion and recommendations. In addition, students will be encouraged to consider ways in which their research can be presented for public dissemination of findings, for example, by presenting their work visually and/or audio-visually in an accessible manner for a non-academic audience.
Learning Outcomes By the end of the module students should be able to:
  • Critically engage with marketing literature relevant to their specialist topic and formulate appropriate research questions and/or study topics.
  • Explain the significance of research methodologies and their application.
  • Analyse the data and present key findings, and to critically compare these with existing knowledge.
  • Illustrate the significance of the results of their study for the research questions or study topic.
  • Discuss the limitations of their study, and be able to identify new areas for investigation/new problems/new or alternative applications or methodological approaches.
  • Critically evaluate the findings of the study to express theoretical and practical contributions, in the specific area under investigation, following the ethical guidelines of conducting research.
Assessment Methods & Exceptions Assessment:

2000 word proposal (20%);
14,000 word dissertation 80%


Resubmission of failed component:

2000 word proposal


14000 word dissertation
Reading List