The aim of the module is to provide students with an opportunity for an in depth independent study of an aspect of marketing management chosen by the student in agreement with the convenor and supervisor. It also aims to develop student's research, writing and communication skills.
The topics covered will include:
• Developing marketing plans and strategies
• Literature search and data collection
• Use and analysis of consumer research and market information
• Preparing and structuring the Marketing Report
• Referencing, Citations and Developing writing skills
• Presentation skills
Total contact hours: 20
Private study hours: 280
Total study hours: 300
Main assessment methods
Progress Report (10%)
Individual Presentation (10%)
Individual report (8000 - 10000 words) (80%)
Reassessment methods
Reassessment Instrument: 100% project
Core text:
Saunders, M., Lewis, P., & Thornhill, A. (2016). Research Methods for Business Students. 7th Edn. Harlow: Pearson
Other recommended texts:
Bazeley, P. and Jackson, K. (2013). Qualitative Data Analysis with NVivo. 2nd Edn. London: Sage.
Bryman, A., & Bell, E. (2015) Business Research Methods. 5th Edn. Oxford: Oxford University Press. Creswell, John, W. (2009). Research Design. Qualitative, Quantitative, and Mixed Methods Approaches. London: Sage
Davies, M.B. (2007). Doing a Successful Student Research Project using Qualitative or Quantitative Methods. Basingstoke: Palgrave Macmillan
Gray, D. (2009). Doing Research in the Real World. London: Sage
Healey, J. F. (2015). Statistics. A Tool for Social Research. Stamford, CT: Cengage Learning
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- identify an appropriate marketing topic on which to write the report;
- integrate the key, concepts, theories and issues in marketing management;
- develop a further understanding of the role of marketing in the firm and the business environment;
- analyse the environment in different markets at both the micro and macro levels and investigate the strategic implications for a firm;
- critically evaluate and interpret information and data sources to inform marketing strategy;
- apply theory and concepts in marketing management to justify decisions and demonstrate critical thinking and analytical skills.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
- self- manage;
- show initiative;
- work in interdisciplinary areas;
- frame questions to address problems;
- communicate information, ideas, problems and solutions effectively through oral and written presentations.
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