MK9631 - Marketing Dissertation

What will I learn on this module?

The Dissertation module aims to equip you with the necessary intellectual and practical skills for undertaking an individual student-led, ethical investigation into Marketing-related problem or issue. In addition, the Dissertation aims to equip you with key transferable, employability skills, time management, project management, communication (written and verbal), negotiation, persuasion and influence, discovery, initiative, creativity and innovation in problem-solving and analysis.
The module is student-led but you are supported by, introductory lectures and seminars which introduce undertaking Marketing research followed by one-to-one or small-group supervision meetings with an academic from the Marketing subject discipline.
The lectures and seminar-IT workshops will provide a refresher of the topics covered on the Level 5 module Business Research and Analysis:
• Refining a research aim/question (focusing and scoping the research) and project proposal
• Developing a literature review
• Researching ethically
• Quantitative research and analysis techniques
• Qualitative research and analysis techniques

Upon completion of the Marketing Dissertation module you will be able to:
• Conduct independent and ethical academic research involving the application and critical evaluation of appropriate theories and models.
• Engage critically with relevant literature to establish a framework in which to analyse and synthesise the results of your primary or secondary research.
• Generate / collect relevant primary or secondary data using an appropriate and justified method.
• Analyse your data using an appropriate and justified method of analysis.
• Recognise the ethical implications of your work.
• Critically evaluate the source of your data and the method you adopted.

How will I learn on this module?

On this module you will learn through active engagement in research-rich learning. The module is predominantly enquiry-based but is also informed by a research-orientated, research-tutored and research-led curriculum. Lectures provide you with the underpinning knowledge necessary for undertaking an individual student-led investigation into a marketing-related business problem worthy of academic investigation. The seminars-workshops provide you with opportunity to put this knowledge into practice for your own marketing-related proposal. You will develop team and peer-review skills through group activities and reflection upon them, helping you to identify areas for developing further your research proposal.

The one-to-one or small-group supervisions give you opportunity to seek guidance on the research process ahead of working with your allocated supervisor. Your supervisor will not instruct but will provide you with on-going formative feedback on your progress as you engage with the dissertation process. You will learn to develop effective skills essential for graduate employment in managing your dissertation, time management, project management, communication (written and verbal), negotiation, persuasion and influence and innovation in problem-solving and analysis.

A detailed guidelines handbook is provided for you via the eLP. A supporting electronic reading list provides you with key references to enable you to undertake a more detailed and in-depth review of the research approach and methods that you choose to adopt for your own research. Examples of past dissertations are also available via the eLP. This independent learning will be further supported by various online materials housed within the module eLP covering recording of key lecture and seminar/IT workshop interventions.


You will receive on-going formative feedback from your supervisor through your meetings starting with your research proposal and taking place throughout the period of your engagement with the dissertation process. A weekly webinar allows your ongoing contact with the module tutor and other students developing a Marketing dissertation.

How will I be supported academically on this module?

The selection of a suitable dissertation topic that is specific to the marketing discipline rests with you. However, to achieve this, you will be supported by the following academic staff:
• Lecture tutors.
• Seminar-workshop tutors, who will usually be from, or have an interest in, the marketing discipline.
• Supervisor, who will usually be from, or have an interest in, the marketing discipline.

From part-way through semester one through to submission of your dissertation, your key point of support is the supervisor. The Dissertation module is led by an academic from the department who has oversight of this supervisory and support processed, alongside responsibility for supporting the e-learning portal, allocation of supervisors and regular communication with students on the module. They will provide ongoing support via the weekly webinar that further complements the formal inputs described above.

In addition, you will be provided with support from your peers in the seminar-workshops. These seminar-workshops are typically based upon programme cohorts, so you will be grouped alongside other students from programmes within the UG marketing suite.

The module’s e-learning portal acts as a repository for: lecture materials, seminar-workshops exercises and materials, exemplar dissertations and assessment details (including submission, plagiarism detection and marking criteria). In addition, the eLP houses the online reading list (including direct links to textbooks, journal papers, academic and conference reports) and various support facilities such as recordings of certain lectures. The eLP site will also provide a blended approach to learning housing various recordings of the module lectures and key seminar/IT workshop interventions that further support the classroom based study within the module.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

What will I be expected to achieve?

Knowledge & Understanding:
• Apply and critically evaluate appropriate concepts, theories and models relating to a subject of your choice within the marketing discipline. [MLO1]
• Establish a framework in which to appraise, analyse and synthesise the results of primary or secondary research relating to this marketing research investigation. [MLO2]

Intellectual / Professional skills & abilities:
• Undertake independent primary or secondary research, adopting an evaluative and critical perspective throughout this research, thereby critically reflecting upon the research topic in the marketing arena and approach to its study. [MLO3]
• Develop and appraise key employability capabilities, including time management, project management, communication (written and verbal), negotiation, persuasion and influence, discovery, initiative, creativity and innovation in problem-solving and analysis as a means of assessing personal development. [MLO4]

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Generate and analyse relevant primary or secondary data using an appropriate level of, and critically justified, method while critically evaluating the limitations of the data source/s and the method/s employed. [MLO5]
• Critically evaluate the ethical implications of the research work undertaken. [MLO6]

How will I be assessed?

Formative assessment will take place through applied group-based activities in the IT workshops and seminars that will provide an initial input into the module. This formative assessment be built on weekly through the 1-hour webinars hosted by the module tutor. You will be encouraged to discuss initial your initial research ideas through peer review activities and discussions.

You will receive on-going formative feedback from your supervisor based on the research proposal that has formed your summative assessment to BM9501 – Business Research and Analysis (or alternative as appropriate) and throughout the period of your engagement with the dissertation process.

A comprehensive handbook of guidance will be given on this assessment. The eLP will be used to permanently host this detailed guidance, alongside a copy of the marking criteria, to ensure that students can access it throughout the dissertation process.

The summative assessment will be an individual 10,000 word dissertation based about your choice from the marketing discipline. This will assess the module learning outcomes MLO1-3 and MLO5-6 inclusive.

In addition, you will be required to submit a 1,000 word reflective statement providing an individual assessment of how you have met the UG goals and objectives that underpin your programme and undergraduate study, and in doing so, how you are prepared for either graduate employment or higher-level study. This will assess MLO4.

Pre-requisite(s)

BM9501 – Business Research and Analysis

Co-requisite(s)

None

Module abstract

This module offers you the opportunity to examine, in depth, a marketing-related topic which interests you or which directly relates to your
working life or work placement. Following initial weekly lectures that build on the Business Research and Analysis module at Level 5, you’ll
work with a supervisor to identify a suitable research area. After this, you’ll generate empirical (primary) or secondary data, analyse it and
draw theoretically informed conclusions.

The module aims to equip you with the necessary intellectual and practical skills for completing your individual, ethical investigation. It will
also equip you with key transferable skills needed for employment, including time management, project management, communication (written
and verbal), problem-solving and analysis. You’ll be expected to use your research skills to explore marketing theories and literature to back
up your findings. You’ll be assessed through the submission of a final, individual dissertation.

Course info

UCAS Code N555

Credits 40

Level of Study Undergraduate

Mode of Study 3 years full-time or 4 year sandwich

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2021 or September 2022

Fee Information

Module Information

All information on this course page is accurate at the time of viewing.

Courses starting in 2021 are offered as a mix of online and face to face teaching due to the ongoing Covid-19 pandemic.

We continue to monitor government and local authority guidance in relation to Covid-19 and we are ready and able to flex accordingly to ensure the health and safety of our students and staff.

Students will be required to attend campus as far as restrictions allow. Contact time will increase as restrictions ease, or decrease, potentially to a full online offer, should restrictions increase.

Our online activity will be delivered through Blackboard Ultra, enabling collaboration, connection and engagement with materials and people.

 

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