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MKT3096 : Marketing Dissertation

  • Offered for Year: 2022/23
  • Module Leader(s): Dr Alexander Tevi
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semester 1 Credit Value: 20
Semester 2 Credit Value: 20
ECTS Credits: 20.0


MKT3096 allows students to apply previous learning from their degree programmes, to a explore a self selected topic. In doing so they are able to display their disciplinary competence, grasp of relevant marketing issues, and demonstrate their enthusiasm and interest for the discipline.

The module aims to enable students to:
1. Conduct and report on a small scale empirical study of a marketing topic.
2. To further develop students' understanding of research methods.

Outline Of Syllabus

•What is a dissertation?
•Developing research questions
•Developing your literature review
•Methodological decisions
•Ethical implications of research, progress report
•Preparing for data collection
•Data analysis and presentation of findings
•Discussions, conclusions, and implications
•Writing up and Assessment Criteria and Final Questions

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture22:004:00PiP Lecture
Structured Guided LearningStructured research and reading activities116:0016:00Guided Reading/Tutorials/Videos to support proposal development and research skills
Scheduled Learning And Teaching ActivitiesSmall group teaching41:004:00PiP Seminar
Scheduled Learning And Teaching ActivitiesDissertation/project related supervision61:006:00PiP Individual/Group supervision
Guided Independent StudyIndependent study1359:00359:00Independent project work and assessment preparation
Scheduled Learning And Teaching ActivitiesScheduled on-line contact time61:309:00Synchronous online/Discussion/Whole cohort seminar/
Scheduled Learning And Teaching ActivitiesScheduled on-line contact time21:002:00Drop in Q&A
Teaching Rationale And Relationship

Students undertake a series of learning activities intensively in semester 1 to support them towards more independent research based learning in semester 2. Using both synchronous and asynchronous methods students engage with content to scaffold their developing research skills and competencies. In semester 1 students have support from both module leader and supervisors to develop and refine the research proposals.

In semester 2 given the individual nature of dissertation projects, there is an increased focus on the importance of the student supervisor relationship. Support is still provided at modular level with sessions structured around dissertation milestones.

Students are in control of their learning and progress in their dissertation. Development of specific subject and cognitive skills are introduced in lectures and further developed through suggested reading and consolidated by ongoing interactions with the allocated supervisor. Students are expected to participate actively and positively in the teaching/learning environment with peers. The dissertation is the written evidence of the student’s ability to conduct and report an in-depth marketing investigation.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Research proposal1M203,000- 4,000 words progress report
Dissertation2M8010,000 words final dissertation
Formative Assessments
Description Semester When Set Comment
Report1MA mini-proposal submitted to the supervisor prior to the first meeting.
Assessment Rationale And Relationship

Students will be required to submit THREE pieces of work over the course of the year:
1. A mini-proposal (approximately 1000 words) early in semester 1 to supervisors in advance of the first supervision. Students should provide details of the project for investigation and include identification of key readings.
2. Research proposal (between 3000 and maximum 4000 words) comprising of the first three chapters of their dissertation: Introduction, Literature Review, and Methodology.
3. Final Dissertation (maximum 10000 words)

The mini proposal is a formative assessment that supports students in developing and clarifying their research topic ideas.

The progress report and final dissertation are summative assessment, in which the work will be marked based on the pre-set assessment criteria. Progress report accounts for 20% and final dissertation for 80% of the final mark.

Reading Lists