Marketing Practice Based Dissertation

Learning Outcomes

Knowledge and Understanding

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

• how to scope an independent study in your subject area, stating clear objectives and marketing problems to be investigated, ensuring that the dissertation addresses these problems and gives recommendations in the respective subject area(s);
• your chosen subject and related conceptual literature, making appropriate reference and synthesis based on relevant and reliable sources of information, pertinent to the case;
• how to apply concepts/techniques/frameworks from your taught modules to a real business problem.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• demonstrate your ability to plan and work independently, pragmatically evaluate the marketing strategic project relevant to the given practical context;
• demonstrate the ability to synthesize information and findings;
• demonstrate the ability to collaborate and to create a significant piece of work as part of a team.
• demonstrate the ability to present ideas and your line of thought in a well-structured and convincing manner;
• communicate effectively using various formats;
• demonstrate the ability to interpret, conceptualise and critically evaluate reliable sources of information, and to relate it to practice as appropriate;

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• demonstrate the ability to synthesise ideas and findings.
• provide in depth, critical reflection in your analysis and discussion;
• integrate a variety of theoretical concepts developed throughout your study;
• demonstrate the ability to select a suitable topic for investigation, appreciate its relationship with current developments in the respective subject area(s) and to define clear objectives or questions;
• demonstrate the ability to plan, execute and report a significant piece of study and creative work with at least some element of originality;
• critically evaluate the current marketing strategy, highlighting strengths, weaknesses, and identifying opportunities for further development;
• demonstrate critical awareness of current problems and/or new insights, at, or informed by, the forefront of your academic discipline or field of study;
• conduct an extended investigation of the problems detected;
• structure recommendations in a pragmatic, rigorous and justified manner, critically analysing the alternative solutions;
• critically evaluate appropriate information on the existing situation that presents the scale of the problem;

Details of workshop sessions, deadlines and handing-in processes will be clarified in the Marketing Practice Based Dissertation (MPBD) Handbook provided as part of the module.

The following topics will feature:

• Selecting and developing your topic;
• Situation analysis;
• Detecting business problems and questions, aims and objectives;
• Identifying, collecting, evaluating and analysing secondary data and various sources of information in the evaluation of the current marketing strategy;
• presenting possible ideas on what the company/ organisation could and should do to solve the chosen problem;
• Linking recommendations to current theory and practice;
• Presentation and structure of your Marketing Practice Based Dissertation.

Detailed guidance notes and learning materials are contained within the module handbook.

Teaching and learning methods

• Module designed to contain two learning methods: a self-directed study method and a group-led work;
• Guided study on the development and structure of the Marketing Practice Based Dissertation, as detailed in the corresponding module handbook;
• The Module leader/ Programme Leader may recommend other tutorials or materials to aid the development of your Marketing Practice Based Dissertation;
• Personal reflection.

Resources & Reading list

General Resources

Handbook. You will receive the Marketing Practice Based Dissertation Handbook in addition to a range of resources which are offered through workshops, and the Blackboard system.

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.