MSc Marketing / Course details

An MSc in Marketing thesis dissertation is a piece of original scholarship work written under the direction of a supervisor. An MSc in Marketing dissertation thesis aims to provide students with the opportunity to develop critical understanding of relevant literature, apply skills and knowledge obtained from the overall MSc in Marketing programme to investigating a specific research problem / question. The dissertation process requires the students to review existing literature, identify a research problem / question, develop a conceptual framework for investigation and research hypotheses (propositions), apply appropriate qualitative and quantitative research methods and rigorous analytical techniques, synthesize and evaluate the study findings, and design a clear statement of conclusions and recommendations.

An MSc in Marketing thesis dissertation is a piece of original scholarship work written under the direction of a supervisor. An MSc in Marketing dissertation thesis aims to provide students with the opportunity to develop critical understanding of relevant literature, apply skills and knowledge obtained from the overall MSc in Marketing programme to investigating a specific research problem / question. The dissertation process requires the students to review existing literature, identify a research problem / question, develop a conceptual framework for investigation and research hypotheses (propositions), apply appropriate qualitative and quantitative research methods and rigorous analytical techniques, synthesize and evaluate the study findings, and design a clear statement of conclusions and recommendations.@@Syllabus (indicative curriculum content):

1. Introduction to dissertation 

2. How to conduct a comprehensive literature review and design a conceptual framework

3. Theory of methods (i.e., qualitative and quantitative) 

4. Fieldwork procedures for collecting qualitative and quantitative data

5. Analysis of Data and Results Interpretation  

• Organise, structure, and present an independent piece of scholarly research

• Identify a research problem, formulate research questions and refine objectives related to the research under investigation

• Undertake a systematic literature review based on up to date sources of information and critically appraising the existing body of knowledge 

• Develop a set of research hypotheses / propositions for investigating the research problem

• Select and apply appropriate research qualitative and quantitative methodologies to design and conduct an independent piece of research

Lectures  = 10 hours.

Supervision = 6 hours.

Independent study = 584 hours.

Undertake a systematic literature review based on up to date sources of information and critically appraising the existing body of knowledge

Develop a set of research hypotheses / propositions for investigating the research problem

Identify a research problem, formulate research questions and refine objectives related to the research under investigation.

Present complex arguments and ideas.

Organise, structure, and present an independent piece of scholarly research.

Select and apply appropriate research qualitative and quantitative methodologies to design and conduct an independent piece of research.

Apply rigorous analytical techniques for analysing and synthesising the study findings.

• Informal advice and discussion during a lecture, seminar, workshop or lab by the module coordinator (i.e., Programme Director of MSc in Marketing).

• Responses to student emails and questions from the supervisor including feedback provided to a group via an online discussion forum.

• Written and/or verbal comments on assessed or non-assessed coursework by the dissertation supervisor.

Individual Dissertation thesis.

• Informal advice and discussion during a lecture, seminar, workshop or lab by the module coordinator (i.e., Programme Director of MSc in Marketing).

• Responses to student emails and questions from the supervisor including feedback provided to a group via an online discussion forum.

• Written and/or verbal comments on assessed or non-assessed coursework by the dissertation supervisor.

• Churchill, Gilbert Jr and Dawn Iacobucci (2005) Marketing Research: Methodological Foundations, Thomson/South-Western.@• Field, Andy (2009), Discovering Statistics Using SPSS, Sage.

• Hair, Joseph F. Jr., Robert P. Bush, and David J. Ortinau (2003) Marketing Research: Within a Changing Information Environment, McGraw-Hill/Irwin

• Malhotra Naresh K (2009), Basic Marketing Research – A Decision Making Approach, Prentice-Hall.

• Pallant, Julie (2001), SPSS Survival Manual, Open University Press.