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2024/25 Taught Postgraduate Module Catalogue

LUBS5499M Marketing Academic / Applied Dissertation

45 creditsClass Size: 999

Module manager: Giuseppe Musarra

Taught: 1 Feb to 30 Sep View Timetable

Year running 2024/25

Module replaces

LUBS5401M - Marketing Dissertation/Project

This module is not approved as an Elective

Module summary

This module will support students through the steps and processes involved in the development of a dissertation based on a theoretical or applied perspective. Specifically, the module will provide students with the support, knowledge, and skills required to conduct an impactful marketing research dissertation that focuses on (a) solving real-world marketing problems and (b) providing managers/firms with state-of-the-art ways to overcome current challenges (e.g., digitalisation, recession, trade wars, deglobalisation, diversification, and sustainable operations). In doing so, the students will develop managerial understanding and the ability to translate research findings into managerial actions. A selection of both qualitative and quantitative methods is included to equip our students with a variety of methodological skills.


This module provides students with knowledge of a particular set of concepts and/or techniques relating to a specific area of marketing.
They can demonstrate this understanding in one of two ways:
• By utilising the skills associated with the design, execution and presentation of a significant and extended piece of theoretical work or conceptual model, which is tested empirically using a qualitative and/or quantitative approach.
• Apply theory and concepts in practice to address identified business and marketing problems for an organisation. This approach may, or may not, involve a ‘real world’ relationship with a client organisation.
The module provides a relevant personal learning experience that fits in with the students interests within the specific subject areas, and their longer-term aims associated with future career and professional development.

Learning outcomes
1. Critically appraise core theories, concepts, or real-world problems pertaining to a specific and identified area of marketing
2. Assess the relevant theoretical background to a particular topic area
3. Critically analyse the background literature to develop a conceptual framework and draw research questions and/or hypotheses
4. Gather and critically analyse relevant data to address the marketing issues or problems identified
5. Evaluate and discuss the implications emerging from the analysis for advertising, marketing communications, digital marketing, sustainable marketing, global marketing, supply chain, and marketing practices


Indicative content:
• Generating managerially relevant research ideas
• Articulating the business or marketing problem identified by an organisation
• Stages in the research process; from problem definition to analysis and recommendations
• Conducting a systematic review of the literature
• Research philosophies; inductive, deductive
• Research approaches: quantitative and qualitative methods
• Writing up results and developing recommendations

Teaching methods

Delivery typeNumberLength hoursStudent hours
Supervision Meetings41.004.00
Private study hours430.00
Total Contact hours20.00
Total hours (100hr per 10 credits)450.00

Private study

The module is extensively run via private study and is very much student driven. Students are expected to work full time on this over the summer months

Opportunities for Formative Feedback

Students will receive formative feedback on their topic and research plan in consultation with their allocated supervisor from early March. Students will have the opportunity to meet with their supervisor for a maximum of two meetings, before the formal work on the project starts from the beginning of June. Formative feedback will continue until submission of the dissertation/project through four student-supervisor meetings (and one optional pre-meeting) from June until submission.

Methods of assessment

Assessment typeNotes% of formal assessment
Essay or Dissertation12000 words dissertation100.00
Total percentage (Assessment Coursework)100.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

There is no reading list for this module

Last updated: 29/04/2024 16:16:22


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