A marketing dissertation of approximately 20,000 words is an integral part of the degree programme. It involves a literature review on a particular topic and appropriate primary research.
The dissertation challenges the marketing student to apply concepts, theories and analytical techniques gained throughout the four years of the degree programme to the elucidation and resolution of a particular marketing management problem or issue.
The design of a study begins with the selection of a topic and a marketing research paradigm. The paradigm advances assumptions about the market, how scientific enquiry should be conducted, and what constitutes legitimate problems, solutions, and criteria of “proof”. As such, paradigms encompass both theory and methods. The student will make decisions about qualitative and quantitative approaches to the study. Qualitative research is designed to be consistent with the assumptions of a qualitative paradigm; this research is defined as an enquiry process of understanding a marketing problem, based on building a complex, holistic picture, formed with words, reporting detailed views of informants, and conducted in a natural setting. Quantitative research, consistent with the quantitative paradigm, is an enquiry into a marketing problem, based on testing a theory composed of variables, measured with numbers, and analysed with statistical procedures, in order to determine whether the predictive generalisations of the theory hold true.
The module matter of the dissertation includes:
- A statement of the marketing problem.
- A review of relevant marketing literature.
- A report on the appropriate industry sector.
- A qualitative or quantitative paradigm.
- Data collection.
- Data analysis.
- Conclusions to the study.
The development of the dissertation begins in 3rd year of the degree programme. A seminar is held in the start of semester two of 3rd year to start the process of topic selection. This is followed by the completion of Research Methods module and small group workshops in the 2nd semester, by the end of which each student submits a completed dissertation proposal, which is assessed by the year dissertation co-ordinator. Based on satisfactory proposals, each student is assigned a supervisor at the start of the 4th year of the programme, who provides contact and guidance throughout the dissertation study, through regular and systematic meetings. A number of seminars on dissertation development complement the individual supervision. The dissertation report is completed and submitted by the end of the 3rd term in the 4th year.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |