Marketing Dissertation (Semester 2) MGT5441P
- Academic Session: 2022-23
- School: Adam Smith Business School
- Credits: 60
- Level: Level 5 (SCQF level 11)
- Typically Offered: Semester 2
- Available to Visiting Students: No
- Available to Erasmus Students: No
- Taught Wholly by Distance Learning: Yes
This dissertation allows students to apply their knowledge and understanding of research methods gained on the 'Marketing Research and Analytics' course to investigate a marketing problem, issue, or challenge which they have identified. This problem can be of theoretical and/or managerial significance, and therefore the dissertation enables a theoretical and/or managerial contribution to the field of marketing.
This dissertation allows students to recognise, analyse and appraise marketing theory and methodology relevant for their research problem, and construct advanced marketing research activity through this process. It enables students to apply data analytical skills to solving a marketing problem. It supports students in applying their communication skills to produce an advanced piece of written work.
The dissertation is therefore a detailed piece of writing to further develop student's knowledge and expertise in their area of study.
The dissertation is typically carried out through the full year, between September and late June.
It is supported via regular individual supervisory meetings, 5 x 1-hour via a video-conferencing platform.
A 1-hour preparatory live session is delivered by the relevant programme coordinators in early September to explain aims and learning objectives, supervisory arrangements and key deadlines. The session is recorded for further asynchronous use.
An asynchronous online learning resource on Moodle provides further resources to support the students.
Requirements of Entry
Students need to meet the requirements for progression to the dissertation based on the taught courses of the programme as detailed in the Code of Assessment.
ILO being assessed
The dissertation is a detailed piece of writing to further develop students' knowledge and expertise in their area of study. It provides students with the opportunity to reflect upon the knowledge acquired during the taught elements of the MSc and to take independent responsibility for the application of marketing theory and methodology to a particular problem or issue. The dissertation often involves an in-depth examination of a particular topic that has a theoretical and/or managerial significance. The aims of the course are to:
■ To produce an independently conducted, extended piece of research on a marketing topic of the student's choice
■ To apply the knowledge acquired during the taught elements of the MSc and to take independent responsibility for the application of explicit theories and methods to a particular marketing problem, issue or challenge.
■ To enable students to examine a particular marketing problem, issue or challenge in-depth, with evidence of an ability to undertake sustained critical analysis
■ To apply and develop research skills to a significant marketing problem, issue or challenge
■ To support students to develop their independent working skills in order to design, research and produce an important piece of written work which makes a contribution to the field of marketing
Intended Learning Outcomes of Course
By the end of this course students will be able to:
1. Reflect on current theory and methodology in marketing
2. Assess marketing theory and methodology as it pertains to a specific marketing problem, issue or challenge
3. Construct advanced marketing research activity by reviewing the body of knowledge and devising a research plan that pertains to a specific marketing problem, issue or challenge
4. Analyse data to produce theoretical and/or managerial insights pertaining to a specific marketing problem, issue or challenge
5. Apply written communication skills to produce a distinctive and substantial piece of written work
Minimum Requirement for Award of Credits
Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.