Dissertation Project in Marketing (PDF)

							Module Selection 2010
  Stage 3 Options

      MKT3091
 Marketing Dissertation
    Helping You Decide…
        Sue Dobson
         Presentation Overview

1.   Entering Stage 3
2.   What the dissertation is all about
3.   How we help
4.   The rewards of a dissertation
5.   Thought for the day...
6.   And last years grades!
           1. Entering Stage 3
You have:
• An understanding of research methods having
  completed a Stage 2 research methods course
• Been introduced to the principles of marketing
  and started to consider more in-depth
  marketing theories
• An understanding of how to use the library
  and access library resources
              1. Entering Stage 3
The dissertation aims to:

• To develop the student’s ability to conduct systematically
  and report the outcome of an in-depth investigation of a
  marketing topic by:
• integrating and extending knowledge and skills gained
  throughout the undergraduate programme; and
• encouraging students to work on their own initiative
  while seeking appropriate assistance from supervisors
  and the assessment processes
            1. Entering Stage 3

• N500 students will be Taking MKT3004 Analytical
  Techniques for Marketing as core
• NN52s need to seriously consider the above as an
  optional module
• Why?, because it provides more detailed
  knowledge and practice of advanced primary
  data collection analysis techniques which will add
  value to your dissertation if incorporated
  appropriately
               2. The Dissertation
• Only undertake the dissertation if you have a topic that
  you really want to research and write about in-depth.
• You must care about the topic otherwise it may become
  a chore.
• You self-select your topic – it is therefore unique to
  you!
• You should spend some time over the summer vacation
  reading journal articles relating to possible topics of
  interest so that you can:
   – identify/narrow your consideration set so that you can
   – ‘hit the floor running’ immediately when you start stage 3
       2. Types of Dissertation
1. Standard academic dissertation based on
   secondary and primary data collection
2. Theoretically supported marketing plan for a
   specific company/brand/service etc.
• You will need to undertake some form of
   primary data collection and analysis
• If you are N500 taking a specialist route you
   MUST focus the theoretical content of your
   investigation on the area of specialism
    2. Examples of Dissertation Titles
•   Chic to Chav – the brand hijacking of Burberry
•   To DM or not to DM, that is the question: Marketing Computer Hardware
    to SMBs
•   Over the hill and off to Ibiza: An investigation of the overseas leisure
    travel motivations and barriers of British seniors
•   The real jewellery market. Female involvement with real jewellery and the
    impact of store environment and service on purchase motives.
•   “Clamping down on the junk?” An investigation into Ofcoms junk food
    advertising ban.
•   “You’ve got mail!” E-mail, a modern communication method but is it a
    viable form of marketing?
•   Creating customer loyalty has never been harder. Case study of David
    Lloyd Leeds.
•   Music, mood and money: An investigation into the effects of music tempo
    and music preference on restaurant patron behaviour
•   How well does the Theory of Planned Behaviour cope with addiction?
•   Own-brand carbonated soft drinks: To Buy or not to Buy. How Greek and
    UK students make the decision
               2. Module Design
• 30 credit module over 2 semesters
• 12,000 words (for main text i.e. chapters, excluding
  figures and tables, preliminaries, reference materials)

• 30 credits                            = 300 hours

• Plenaries 6 x 2 hour plenary          = 12 hours
• Personal tutor meetings               = 5 hours

• Private study (MINIMUM!)              = 283 hours
      3. We assist students through:
•   Plenary lectures
•   The assessment process
•   Supervisory assistance
•   Dissertations for inspection (after teaching week 5)
•   HOWEVER:
    – Students must work independently
    – Take FULL RESPONSIBILITY and ownership for their
      investigation – you MUST DRIVE THE PROCESS!
      3. Supervisory Assistance
• Advice (based on discussion with student)
• Guidance (based on knowledge of subject
  area and/or experience of supervising
  students)
• Feedback (in response to material presented
  given a minimum of 48 hours in advance)

• Not- editing
• Not multiple drafts of chapters
          3. Assessment Process
     Assessme      Contributio    Word       Deadline
        nt          n to final    count
                      mark
     1. Project      0% (-        1,500     Semester 1
        plan         10%)                   Week 4
    2. Progress      0% (-       5,000 or   Semester 1
       Report        10%)         above     Week12
       3. Final      100%        12,000     Semester 2
     Dissertatio                            Week 10
           n

• YOU must also set your own self-imposed deadlines
throughout the process to help reach these deadlines
    3. What you need for the dissertation
The dissertation is not an easy option. You need:

• good time management skills
• the ability to work independently to strict deadlines
• research and analytical skills
• The ability to provide evidence of your depth of knowledge and
  appreciation of the topic area by using critical thinking and analysis,
  and synthesis
• the ability to structure a sustained argument using supporting
  references over 12,000 words
• the ability to present your findings (secondary and primary) in a clear
  and logical manner
 4. What you get out of the dissertation
With these skills, the dissertation can be a very rewarding
  experience. You can:

• work on an issue of your own choice
• explore an issue in much greater detail than is possible in
  taught modules.
• get a sense of pride by potentially producing a piece of work
  that is respected by both potential employers and admissions
  officers on further degree programmes.
• And:

• Get an immense sense of relief when it is finished!
         5. Thought for the day…
• If you… (and be honest!)
• Enjoy being part of a team
• Benefit from the pressure of other people to motivate you
• Find it difficult to keep to self-imposed deadlines
                              THEN DO:
        N500 - MKT3094 Work-related Marketing Project
 NN52 – the above, or MKT3092 Marketing Consultancy Project,
           or BUS3044 Management Consultancy Project

    Students have failed the dissertation because they are
                unrealistic about their abilities
      5. Thought for the day…

Do you have the dedication,
motivation, time management
skills and self-discipline it
requires to undertake an
independent project that will
account for one quarter of
your final year marks?
                     Last years grades
• 91 students registered on the module (this included
    Agri-business Management and Business management, who are not able to
    take this module in 10/11 onwards. This is relevant as these 2 cohorts brought
    the average mark down)
•   Average grade = 62%
•   9 x 3rd class (40-49%)
•   27 x 2.2 class (50-59%)
•   21 x 2.1. class (60-64%)
•   12 x 2.1. class (65-69%)
•   19 x 1st class (>70%, with 4 of those 19 being ≥
    80%)