Marketing Dissertation (MKTU9M8)

MODULE CODE:         




Credit Value:             


Module Coordinator:  

Dr Michael Healy

Contact Hours:         

29 Lectures, 6 Seminars


100% coursework

Module Overview:

The dissertation requires you to apply your knowledge and skills to the design and implementation of an original research investigation in your chosen field. It is the culmination of your degree and enables you to build on, and integrate, the material acquired in previous modules. This work will address a particular issue that you have identified as being worthy of study (with approval by academic staff).

The module begins by introducing you to the research methods you will need to undertake independent research with confidence. These will also be skills you can use in later life for undertaking primary research and making appropriate business decisions. The lectures on research methods provide an understanding of what data are; and how they are captured, collected and analysed.

The emphasis of the dissertation is on focused, independent study under the guidance and facilitation of a designated supervisor. Therefore, the majority of learning hours are dedicated to self-study. The dissertation process will enable you to become an independent learner who can demonstrate capability in conducting an individual research project. This will be beneficial to your future employability.

It is worth 60 credits and so plays an important part in the calculation of your degree class and type of degree awarded.

To assist you, read the dissertation guidelines document on Succeed and keep it for later reference as it contains important information which is essential for the successful completion of your dissertation. It also contains information about the forms and assessment that you will have to complete and hand-in during this semester and next semester.


Through completion of the dissertation, you will be able to:

  • demonstrate the ability to identify a research topic of interest to your degree programme
  • apply relevant skills, knowledge, and know-how learnt in previous modules to real situations
  • identify and analyse relevant theory and academic literature and display an ability to apply them in the dissertation
  • develop and clearly articulate a research question
  • develop and defend an appropriate methodology and conduct qualitative and/or quantitative research into a relevant topic
  • demonstrate the ability to organize, analyse and to evaluate findings
  • develop conclusions with reference to existing literature and debates
  • explain the practical and theoretical relevance of the investigation
  • work independently with guidance from a supervisor
  • establish your expertise in your chosen topic area

Learning Outcomes:

  • The critical understanding of business and marketing from both academic and practitioner perspectives
  • An in-depth and balanced appreciation of the theoretical foundations of marketing alongside current and emerging practitioner applications including marketing decisions, consumer behaviour and market research methods
  • The rounded awareness of how to undertake qualitative and quantitative research and apply this knowledge in different contexts
  • An ability to interact and study with others and to constructively practice multiple management skills including communication, problem-solving, data analysis, independent action and teamwork
  • Effective self-management, self-branding and self-reflection
  • The competence to develop transferable intellectual and study skills which will encourage a positive attitude to continuing personal development and lifelong learning

Reading List:

Greetham, B. (2015) How to Write your Undergraduate Dissertation, second edition, London: Palgrave Macmillan. (K8.135 GRE)

Bell, J. (2010) Doing Y our Research Project : A Guide for First-time Researchers in Education, Health and Social Science, fifth edition, Milton Keynes: Open University Press. (K8.135 BEL)

Walliman, N. (2013) Your Undergraduate Dissertation: The Essential Guide for Success Second Edition, London: Sage (K8.22WAL) AVAILABLE ELECRONICALLY

Brown, R.B.. (2006) Doing Your Dissertation in Business and Management: the Reality to Researching and Writing, London: Sage. (K8.135 BRO)

Saunders, M., Lewis, P. and Thornhill, A. (2012) Research Methods for Business Students, 6th edition, Prentice Hall, London (GM 2.78SAU)

Kent, R. (2007) Marketing Research. Approaches, Methods and Applications in Europe. Cengage, London. (GM 15.2KEN).


This module information is representative of what is included in the module in a given year. Details of actual reading, lectures and coursework may vary year to year and will be available at the beginning of the semester.

© University of Stirling FK9 4LA Scotland UK • Telephone +44 1786 473171 • Scottish Charity No SC011159
Portal Logon