Module Provider: Marketing and Reputation
Number of credits: 40 [20 ECTS credits]
Terms in which taught: Autumn / Spring / Summer module
Non-modular pre-requisites:
Modules excluded:
Module version for: 2017/8

Module Convenor: Dr Cristiana Lages


Summary module description:

This module enables students to conduct an original piece of academic research within the marketing discipline, at master’s level, and report upon that effectively. The research should include the identification of a suitable research objective, critical evaluation of pertinent academic marketing literature, appropriate evaluation and use of research methodologies and the application of relevant data analysis to enable conclusions to be drawn.


To provide students with an understanding of the main research skills necessary to undertake an original piece of research in Marketing at Masters level. To give students an awareness of the appropriate use of methodology, theory, data, literature review, and original research in a Masters dissertation. To enable students to produce a piece of original research. 

Assessable learning outcomes:

By the end of the module it is expected that the student will be able to:

• Produce a research proposal outlining a research project suitable for a Masters level dissertation. 

• Critically analyse and synthesise relevant literature on a given topic. 

• Understand and critically evaluate the main methodological approaches in research within management and the social sciences.

• Assess the suitability and usefulness of alternative sources of data for the analysis of research questions.

• Analyse research data and place findings in the context of existing literature. 

• Produce an original dissertation, which critically analyses a particular research question and examines this question using appropriate data and methodology.

Additional outcomes:
Students will develop an understanding of the research process and the main challenges encountered in undertaking a research project. Skills regarding the collection and analysis of data, the review and synthesis of existing literature on a topic, the collection and analysis of research data, and the preparation and production of substantial reports will be improved. Students will also enhance their project management and time management skills.

Outline content:
Students are exposed to a number of research topics as part of their Study and Research Skills Module. Topics covered include:

• The nature and practice of research
• The literature review process and the composition of a literature review
• The nature and role of methodology in management research
• The role and application of theory in management research
• Quantitative and qualitative data sources
• Data analysis and writing-up research findings

Brief description of teaching and learning methods:

Teaching is done in 14 x 1 hour lectures/workshops and a two hour dissertation presentation seminar for each group of students. Students are also provided with one to one supervision for their dissertation over the spring and summer terms. Students are encouraged to apply the skills learned during the lectures and workshops to the development of an actual research project, for which they will produce a research proposal, literature review and 12-14,000 words dissertation. Students are expected to read a number of references provided for each lecture and to do further research on their own. They are also expected to actively participate in the lectures/workshops. 

Contact hours:
  Autumn Spring Summer
Lectures 5 7 2
Project Supervision 1 2
Fieldwork 10
Guided independent study 116 126 131
Total hours by term 121.00 134.00 145.00
Total hours for module 400.00

Summative Assessment Methods:
Method Percentage
Written assignment including essay 20
Dissertation 80

Other information on summative assessment:

One 2,000 (10% excess is not allowed) words proposal.

One 12,000 - 14,000 (10% excess is not allowed) words dissertation.

Relative percentage of coursework

The proposal has a 20% weighting in the overall assessment. The dissertation has a 80% weighting in the overall assessment.

Formative assessment methods:

Penalties for late submission:
Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information:

Length of examination:


Requirements for a pass:
A weighted average mark of all coursework components of 50%.

Note that it is a requirement of the award of the MSc that students pass this module.

Reassessment arrangements:
By resubmission of the dissertation (with the dissertation now carrying 100% weight). Students only have the right to be reassessed once.

Last updated: 8 May 2017

Letter 'IPO.MODCAT1STKT' - Generation started at 08/May/2017 11:23:55.70.

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