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The University of Southampton

ARTD6107 Research Skills (Advertising Design Management)

Module Overview

Aims and Objectives

Module Aims

• Equip you with a thorough grounding in research skills as a basis for your research at postgraduate level and within a professional context appropriate to your discipline • Provide you with an opportunity to undertake research within the particular context of your discipline giving consideration to methods across theory and practice • Explore methods and approaches to the analysis of visual, written and material sources and to consider how such analysis might be employed and integrated into original research. • Enable you to plan and pursue and independent research project

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • Approaches to research at a postgraduate level
  • The research process from hypothesis to completion
  • How to access primary and secondary sources
  • How sources can be investigated, recorded and used
  • How to prepare, present and disseminate your research data
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Demonstrate understanding of critical approaches to research in your discipline
  • Compare, evaluate and select appropriate research techniques to advance your ideas
  • Apply methodologies appropriately to your research area
  • Analyse, critique, synthesise and develop ideas applicable to your research
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Locate, analyse and synthesise information, ideas, drawing balanced and insightful conclusions
  • Construct effective research proposals
  • Interrogate a variety of sources and perspectives from a number of standpoints
  • Demonstrate an ability to communicate ideas, based on evidence and considered argument.


This module, which operates across three MA Design (Management) Pathways, is based on the understanding that research is increasingly interdisciplinary, global and is conducted through a range of technologies and methods. The module will introduce you to the principles and role of research in the context of creative and cultural industries as well as provide grounding for further postgraduate study. In practical terms, this means you will learn how to locate and interrogate sources and relevant research literature, develop research questions, integrate such literature and theory in research proposal development stage through to research completion: to develop a plan to collect and analyse different kinds of data and draw critical insights and conclusions from it.

Special Features

The University provides service to students with special needs, such as enabling service, dyslexia support and disability support.

Learning and Teaching

Teaching and learning methods

Teaching methods include • lectures • seminars • IT demonstrations • library research skills introduction Learning activities include • seminar presentations • reading and private study • development of a detailed proposal for either an academic or a professional project Relationship between the teaching, learning and assessment methods and the planned learning outcomes This module will be directed by common lectures that will provide the general conceptual and theoretical framework to preface a series of seminars or workshops where you will be divided into your Design pathway. Further exploring specific examples in greater depth and detail than in lectures, these smaller group sessions will explore the different methodologies with regard to a specific management issue and research topic relevant to your Design pathway. You will be assessed mainly through written essays.

Independent Study170
Total study time200

Resources & Reading list

Rose, G. (2012). Visual Methodologies: An Introduction to Researching with Visual Materials. 

Denzin, N. K. & Lincoln, Y. S (2011). The Sage Handbook of Qualitative Research. 

Bartell Sheehan, K (2014). Controversies in Contemporary Advertising. 

Cross N. (2011). Design Thinking: Understanding How Designers Think and Work. 

Barrett, E. & Bolt B. (2007). Practice as Research: Context, Method, Knowledge. 

Malhotra N. J., Birks, D. & Wills, P (2012). Marketing Research: An Applied Approach. 

Proctor, T (2005). Essentials of Marketing Research. 

Seale, C. (2004). Research Society and Culture. 

Kelley, L.D., and Jugenheimer, D.W. (2009). Cases in Advertising Management. 

Robson, C (2002). Real World Research. 







MethodPercentage contribution
Literature review  (1500 words) 40%
Research proposal  (3000 words) 60%


MethodPercentage contribution
Literature review  (1500 words) 40%
Research proposal  (3000 words) 60%


MethodPercentage contribution
Research proposal  (4500 words) 100%


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Travel Costs for placements

If applicable, reasonable travel costs for any study trips.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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