• University of Exeter Business School
• Module

Dissertation (Marketing)

Module description

Summary:

The dissertation, 8,000-10,000 words in length, allows you to pursue a programme of independent research on a topic of your choice, approved by the Programme Director. You will further develop your skills in formulating appropriate research questions, developing a research agenda, planning and conducting a research programme, analysing and evaluating materials and data generated, and communicating the findings by a fixed deadline.

Additional Information:

Employability

Your dissertation will be an important talking point when you are pursuing employment opportunities, so you will be encouraged to research an area of interest. This module will equip you with critical and analytical writing skills, time management skills, as well as the ability to design and carry out an empirical research project using quantitative and qualitative data.

Module aims - intentions of the module

The dissertation invites the student to pursue a programme of independent research of his/her determination but approved by the Programme Director.
The aims of the dissertation are:
• To allow the student to pursue a programme of independent research on a topic of his/her choosing.  
• To nurture further his/her skills in formulating appropriate research questions, developing a research agenda, planning and conducting a research programme, analysing and evaluating materials and data generated, and communicating the findings by a fixed deadline.

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

• 1. Demonstrate a full comprehension of the complexity, lacunae and contradictions associated with a specialized study of marketing
• 2. Confidently apply in writings deep understanding of concepts and theories from the taught part of the programme to a particular research problem
• 3. Draw valid conclusions based on an ability to synthesize and prioritize relevant data from methods and techniques appropriate to the research problem

ILO: Discipline-specific skills

On successfully completing the module you will be able to...

• 4. Able independently to conduct an entire programme of research from definition through specialized study of marketing
• 5. Form constructive dialogues with research partners (peers, mentors and skilled professionals)
• 6. Construct a clearly structured, well-written and appropriately illustrated major document by a fixed deadline

ILO: Personal and key skills

On successfully completing the module you will be able to...

• 7. Work as an independent research worker to collect, analyse and prioritise data and evidence from several sources to solve clearly-defined research questions
• 8. Develop problem-solving skills in a highly specialized manner based on the ability to adapt to the often complex, unpredictable and particular demands of the research process
• 9. Reflect on the research process and evaluate the strengths, weaknesses, opportunities and threats associated with the approach adopted

Syllabus plan

There will be two classes which discuss how to identify a topic, and outline the requirements and scope of the dissertation (a reference handbook will also be provided). A set of additional research methods sessions will be made available to students who would like further guidance on this aspect of the project. A dissertation proposal will be submitted to the module lead in term 2, which briefly outlines the aims of the research, key literature and theories that will be incorporated, and the proposed methodology. This will be used to identify appropriate supervisors for the project. It is not assessed.  Once supervisors have been allocated, the proposal will serve as the basis for initial advice and guidance for work to begin on the project. Before conducting empirical research, students must complete an ethical review of their research. Further advice and guidance about this will be provided by the module lead.  

Learning activities and teaching methods (given in hours of study time)

Details of learning activities and teaching methods

Summative assessment (% of credit)

Details of summative assessment

Details of re-assessment (where required by referral or deferral)

Indicative learning resources - Basic reading

Basic reading:
Thematic reading:
Varies according to the individual research topic
Research process reading:
Moisander, Johanna and Anu Valtonen (2006), Qualitative Marketing Research, London: Sage.
Bryman, Allan and Emma Bell (2003), Business Research Methods, New York: Oxford.

Key words search

Dissertation, Marketing