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
Assessment Methods & Exceptions
Assessment:
2000 word proposal (20%); 14,000 word dissertation 80%
