BM7406: Dissertation


Please note this module descriptor is indicative of the structure of this course and may be subject to change.

BM7406: Dissertation

Module Title Dissertation
Module Code BM7406
Module Tutor Jim Keane
School Business School
CAT Points 60
Level of Study 7
Brief Description

The purpose of the dissertation is to allow the student to carry out a self-managed piece of work that provides an in-depth investigation of an issue relevant to the field of marketing. The dissertation allows the student to critically evaluate and synthesise relevant marketing related philosophies, theories and models, undertake a process of enquiry using primary and/or secondary data sources and critically relate these academic concepts to a relevant area of marketing activity. The dissertation allows for an analytical study of academic topics within the context of practical marketing decision making and can thereby contribute to the body of knowledge in the domain of marketing.  The reflective element of the dissertation will give the student an opportunity to critically analyse and evaluate their experience of the learning process.

Indicative Syllabus

The dissertation module consists of two elements: a taught marketing research methods programme and the dissertation based on individual study. As part of the marketing research methods element, students will be required to produce a detailed research proposal before progressing onto the dissertation element of the module.


The marketing research methods programme encompasses three main themes:


1) Critical consideration of the methods and purposes of the subject/practice within a broader context of enquiry.  Topics covered include; importance of research theory, philosophy and approaches to marketing research, validity, reliability and generalizability, research strategies and ethical issues in research.


2) Practical induction into learning skills for postgraduate study. Topics covered include; reviewing literature and data sources, referencing writing critically, using information technology tools and developing reflective writing skills.


3) Training in specific methods/techniques appropriate as preparation for research or professional practice.  Topics covered include; the purposes and process of research and consultancy in the marketing domain, planning an enquiry including formulating and clarifying research questions and objectives, negotiating access, the presentation of research proposals: differing requirements of organizational and academic audiences, the need for critical evaluation, methods for data collection and data analysis and presentation of research findings.

Learning Outcomes

On successful completion of the module the student should be able to:


1) Understand, reflect upon, apply and (for the highest marks) develop theory from analysis of data;

2)Analyse alternative approaches to  research within the domain of marketing and the assumptions upon which these are based;

3) Argue and evaluate critically alternative research claims with justification;

4) Formulate strategies for successful research within a variety of marketing settings paying special attention to the  ethical implications;

5) Select and utilise appropriate research methods effectively paying attention to  generalisability;

6) Collect data to meet both academic and organisational needs;

7) Synthesise and analyse qualitative and/or quantitative data having due regard to the issues of validity, reliability;

8) Engage in both professional and academic communication following appropriate conventions;

9) Write reflectively upon their dissertation experience;

10) Produce a substantive academic research dissertation that has an actual or potential marketing application.  The dissertation must be based on recognised and justified research methods, to include description of a range of research approaches and methods

Learning and Teaching Activities Scheduled Contact Hours: 31
Independent Learning Hours: 569
Assessment (For further details see the Module Guide) 001: 10% Coursework: Individual, standard written: Research Proposal 1,500 words
002: 80% Coursework: Individual, dissertation/major project: Final Dissertation 15,000 words
003: 10% Coursework: Individual, standard written: Reflective Paper 1,500 words
Special Assessment Requirements
Indicative Resources The current reading list can be found in the Module Guide, which your lecturer should make available via Moodle.

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