MMM115-Marketing Dissertation

Module Provider: Marketing and Reputation
Number of credits: 30 [15 ECTS credits]
Terms in which taught: Autumn / Spring / Summer module
Non-modular pre-requisites:
Co-requisites: MMM059 Market Research
Modules excluded:
Current from: 2023/4

Module Convenor: Prof Nada Kakabadse

Type of module:

Summary module description:

This module enables students to conduct an original piece of academic research within the marketing discipline (digital, international or consumer) at master’s level and report upon that research 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 (digital, international or consumer) at master’s level. To give students an awareness of the appropriate use of theory, literature review, methodology, data in original research in a Master’s dissertation. To enable students to produce a piece of original research aligned to the MSc Marketing pathway they are enrolled in.

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 marketing and the social sciences. 

• Assess the suitability and usefulness of alternative data sources 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 review and synthesis of existing literature on a topic, the collection and analysis of data, and the preparation and production of substantial reports will be given attention. Students will also enhance their project management and time management skills.

Outline content:

Students are exposed to a number of research topics in this module as well as the Study and Research Skills Module. Topics covered include: 

• Proposal Guidelines

• Project Structure

• Relationship with Supervisor

• NVivo

Brief description of teaching and learning methods:

Teaching is comprised of lectures and workshops. 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 to the development of a research project, for which they will produce a research proposal, a literature review and a 10,000 word dissertation. Students are expected to read a number of references provided in the module and to do further research on their own. They are also expected to actively participate in the lectures and workshops.

Contact hours:
  Autumn Spring Summer
Lectures 6 10 4
Project Supervision 1 2
Fieldwork 40
Guided independent study:      
    Wider reading (independent) 16 50 30
    Completion of formative assessment tasks 6
    Carry-out research project 50 25
    Dissertation writing 16 44
Total hours by term 22 133 145
Total hours for module 300

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

Summative assessment- Examinations:


Summative assessment- Coursework and in-class tests:

One 2,000 word (-+10% is not allowed) Research Proposal (due in week: 28). 

One 10,000 word (-+10% is allowed) Dissertation (due in week: 52). 

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

Formative assessment methods:

One 500 word (-/+10% is not allowed) Dissertation Form (due in week: 22)

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: 

Assessment 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 Marketing 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.

Additional Costs (specified where applicable):

Printing and binding: Students may wish to bound a copy of their dissertation for personal use. Printing costs are as follows: Black and white printing per page A4 = 5p A3 = 10p. Colour printing per page A4 = 30p A3 = 60p. Prices correct at the time of publishing Students can get their projects bound for free in the ARC.


Last updated: 30 March 2023


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