MARK7048 Marketing Research Project PG Module Handbook 2024-25 | OBU

MARK7048 Purpose of this Handbook

The purpose of this Module Handbook is to provide you with specific information that underpins the design, delivery and management of this module.  It is your responsibility to familiarise yourself with the contents of this Module Handbook and to talk to your seminar tutor if you have any questions.  

This isn’t the only handbook available to you. Alongside this handbook, you will also have access to the Institutional University Handbook, which will provide you with information that is central to your studies, including policies and regulations, student support and wellbeing and all the services available to you through Student Support.

You will also be given a Programme Handbook which will detail the design, delivery principles and management of your programme. It will also provide you with an overview of your key contacts for your programme of study and list all the modules you will be / might be studying throughout the duration of your award.

Table of Contents

Contents
Purpose of this handbook    
Module Leader    
Academic Librarian    
Changes made to this module in response to student and other feedback
Module Aim    
Module Learning Outcomes    
Module Teaching and Learning Strategy    
Module Teaching and Learning Resources    

• Moodle    
• Reading List and Other Resources    
• Note on substantiating findings     

Module Study Plan - Key Dates

Module Assessment Strategy    

Inclusive Support Plan (ISP) arrangements    
Turnitin    
Submission date and instructions    
Marking and moderation of your work    
Module Feedback    
Resit coursework requirements    

Working with your Supervisor

Introduction 
Regular Contact    
Submission 

Section 1: Module Introduction

Module Leader

Academic Librarian

Changes Made to this Module in Response to Student and Other Feedback

Students are asked for feedback on their experience of every module at the mid-point of the semester and towards the end of the module.  This is your opportunity to discuss with the module team what is working well for you, and more importantly, if there are things that concern you regarding this module.

The feedback you provide at the mid-semester point is used to provide additional guidance, support or clarification.  The feedback you provide towards the end of the module is used to inform the future development of the module.

This is a new module, so there is no specific feedback from previous runs of the module. However, the combined capstone module makes the process of changing your route administratively easier if students need to change in exceptional circumstances.

Section 2: How Your Teaching and Learning is Organised

Module Aim

This module will provide an opportunity for students to undertake a substantial independent marketing research project by applying and extending the study, knowledge and practical skills gained in other modules. It will allow students to demonstrate a wide range of skills such as research, critical thinking, project planning, problem-solving and writing/presentation skills. Students will be able to choose from three different research project options, so they have the opportunity to explore in detail an area of particular interest or relevance. These options are 

• Dissertation: for students who are interested in undertaking a self-managed process of systematic academic enquiry within the domain of their marketing programme specialism
• Client Project: for students who are interested in developing their consultancy skills within the domain of their programme specialism by experiencing consultancy work, from project negotiation to delivery of a solution to a client’s marketing issues
• Group Consultancy (spaces limited): for students who are interested in developing their consultancy skills as above, within a team environment, working on a larger project, usually with multiple facets within the marketing context.

(You have made this choice on Research Methods as you developed your proposal)

Each project should have an appropriately clear marketing focus of relevance for the programme specialism of the student.  The completion of each project should provide evidence that the student has met the learning outcomes for the module. The projects must take the form of an investigation based on primary and/or secondary data, justified and supported by detailed reference to relevant theories and concepts from literature.

Module Learning Outcomes

1. Demonstrate critical research skills whilst addressing complex marketing research questions.

2. Design, defend and implement an appropriate research design which incorporates critical understanding of different methodological approaches, assumptions and techniques.

3. Collect, analyse, evaluate and synthesise data from a variety of sources, for the purpose of marketing problem-solving and having due regard to applicable standards of data quality (such as generalisability, validity and reliability or other criteria for quality).

4. Critically evaluate primary and/or secondary data and apply relevant theories and concepts on a specific topic to present well-substantiated findings using argument and evidence, drawing reasoned conclusions.

5. Provide a coherent and structured argument that links the objectives of the work, the findings, and the wider academic context using an acceptable academic style and structure.

6. Understand the limitations and weaknesses that can affect a research investigation and relevant ethical considerations, and provide reasoned actions that address these issues.

7. Demonstrate a professional approach to work through effective problem-solving, communication, networking, and project and time management.

Module Teaching and Learning Strategy

Following initial briefing sessions (which may be delivered online) for each of the three options, students are allocated a supervisor at the start of the Marketing Research Project module. They are required to present their research topic and plan to their supervisor early in the process, either verbally or in writing, depending on the option chosen. In each case, their plan builds on the research methods discussed in their Research Methods module and on feedback and discussions with tutors and peers during introductory elements of the module. Students will receive formative feedback from their tutor and others as appropriate, so they are able to refine research plans as necessary. Thereafter, students are largely working independently throughout their project, with supervisor support/guidance and feedback on drafts of work.

For all three options, the module will develop academic literacy by enabling students to consider the programme-wide themes and key concepts and to use these to address a complex marketing research question. Research literacy will be central to this module, where the ability to pursue a valid research topic via a structured programme of research is the purpose of the module. Critical self-awareness and personal literacy are developed as a result of the reflective requirements of the research process. Digital literacy is developed as a result of accessing, using and sometimes designing digital resources as part of the research process. Active Citizenship is developed as a result of demonstrating a capacity and competence in critical and ethical decision-making in the collection and assessment of research data.

Students are required to submit a portfolio for assessment at the end of the module; the contents of the portfolio depend on the option chosen.

Dissertation: at the end of the module, the student presents the write-up of their research project and their findings in the form of a written dissertation (15,000 words, plus supporting documents), which allows them to demonstrate their in-depth knowledge of the chosen topic and their high-level skills of marketing analysis.

Client Project and Group Consultancy Project: at the end of the module, each student presents their findings in the form of a consultancy report (12,000 words) and a final presentation to a client and academic assessors (30 minutes). Group Consultancy presentations will be delivered as a group. Each student is also required to provide a reflective critique that demonstrates reflection on the student’s academic journey (3000 words).

The final project is primarily an independent piece of research and, as such, the vast majority of student time is spent in self-directed study. Students on this module are required to intellectually apply their learning and knowledge to real-world situations. They will search a wide range of sources and databases and evaluate the authenticity and validity of this information, contributing to their research and digital literacies, which are essential to employability. Students will be creative and apply critical analysis and synthesis, and reach a conclusion to solve a problem or answer a research question.

The availability of three project type options enables students to select the option that most suits their individual interest, learning style and career inspirations. The reading list is tailored to the needs of each capstone option and has a diverse range of sources. Students are also required to submit a portfolio for assessment at the end of the module, the detail of which depends on the option chosen. Hence, the module promotes inclusivity, assessment for learning and employability and further enhances digital skills.

Module Teaching and Learning Resources

Moodle

There are two briefing sessions at the start of the module. Following those, students are largely working independently with the support of their supervisors.

There are separate sections on the Moodle site for the 3 options, that is, dissertation, client project and group consultancy, where additional information and resources will be available.  You will only be able to access the section that is relevant to the option you have chosen.  Please use this module handbook alongside the Assignment brief for your chosen option that is available on the Moodle site.

There is an extensive Moodle site that supports this module. As this module involves independent study, there are no weekly sections. Instead, the module guide contains information about how the module is assessed and important information about working with your supervisor and conventions for presenting a dissertation,  a client project, or group consultancy project,  reflection and client presentations. The Moodle site contains supporting materials such as the recordings of important briefing sessions, a guide to writing a literature review, templates for important documents required for your dissertation, client project and group consultancy and of course the Assessment area where you will check your draft for similarity on Turnitin and submit your final dissertation, client project or group consultancy, reflection and client presentation.

Reading List and Other Resources

Dissertation

Bryman, A. & Bell, E. (2022) Business Research Methods (6th ed.). Oxford University Press.

Dilnot, A. and Blastland, M. (2008) The Tiger that Isn’t. Seeing Through a World of Numbers ( Expanded ed.). London: Profile

Fisher, C. (2007). Researching and writing a dissertation: a guidebook for business students. 2nd edition. Harlow: Prentice Hall.

Hay, C. (2002). Political analysis: a critical introduction. Houndmills, Hampshire: Palgrave. (especially for IMIR students)

Ridley, D. (2008). The literature review: a step-by-step guide for students. London: Sage.

Robson, C. (2002). Real world research. 2nd edition. Oxford: Blackwell.

Saunders, M., Lewis, P. & Thornhill, A. (2015) Research Methods for Business Students (7th ed.). Harlow: Pearson.

Sekaran, U. & Bougie, R. (2013) Research Methods for Business (6th ed.). Chichester: Wiley.

Silverman, D. (2011). Interpreting qualitative data: a guide to the principles of qualitative research. London: Sage.

Thomas, G. (2009). How to do your research project: a guide for students in education and applied social sciences. London: Sage

Yin, R. (2013). Case study research: design and methods (5th ed.). London: Sage.

Client Project and Group Consultancy

Biggs, D. (2010). Management Consulting: A Guide for Students, Andover: Cengage Learning EMEA

Bryman, A. & Bell, E. (2022) Business Research Methods (6th ed.). Oxford University Press.

Forsyth, P. (2013). How to write reports & proposals. London: Kogan Page.

Kvale, S. Brinkmann, S. (2009). InterViews: learning the craft of qualitative research interviewing. London: Sage.

Krueger, R. A., Casey, M. A. (2009). Focus groups: a practical guide for applied research. London: Sage.

Newton, R. (2019). The management consultant: mastering the art of consultancy. Second edn. Harlow, England: Pearson. (available as e-book) 

O'Mahoney, J., Markham, C. and O'Mahoney, J. (2013) Management consultancy. Second edn. Oxford: Oxford University Press. 

Punch, K. (2006). Developing effective research proposals. London: Sage

Saunders, M. N. K., Lewis, P. and Thornhill, A. (2019). Research methods for business students. Eighth edn. Harlow, United Kingdom: Pearson. 

Sturdy, A. (2009). Management consultancy: boundaries and knowledge in action. Oxford: Oxford University Press. (available as e-book) 

Wickham, L. and Wilcock, J. (2016) Management consulting: delivering an effective project. Fifth edn. Harlow, England: Pearson. (available as e-book)

Yin, R. (2013). Case study research: design and methods (5th ed.). London: Sage.

Module Study Plan - Key Dates

On this module, students are largely required to work independently with the support of their supervisor.  However, 2 compulsory workshops provide further guidance in weeks 2 and 3 for the different options available.

 Section 3: How Your Assessment and Feedback is Organised

Module Assessment Strategy

This module follows the principles of the University’s Assessment and feedback policy developed in conjunction with the Student Union, to ensure good practice and transparency in assessment and feedback processes. The Assessment and feedback policy can be found on your Programme’s Moodle site.

Please note: the Institutional University Handbook which will provide you with information that is central to your studies, including policies and regulations, student support and wellbeing and all the services available to you through Student Support. The core information is also available on Moodle via the drop-down menu under ‘Student Help’.

Please see Page 9 for the Module Teaching and Learning Strategy and consult the Moodle Site for the Assignment brief for Dissertation, Client Project and Group Consultancy. 

Please ensure you submit your assignment no later than the deadline given in the assignment briefs (these are fixed deadlines, but students may exceptionally secure an extension if last minute untoward circumstances affect your ability to submit on time). Please see your Programme Handbook for more details.  Please note the use of this extension is monitored and restrictions are  in place for overuse. 

If there are circumstances preventing you from being able to study and meet the ongoing requirements of this or other modules then please get in touch with your Academic Adviser or Student Support Co-ordinator for advice.

Inclusive Support Plan (ISP) Arrangements

Recommendations for Reasonable Adjustments are made in accordance with the provisions of the Equality Act 2010. These are detailed in Inclusive Support Plans (ISPs) and need to be implemented unless there is a clear rationale for this not being possible, in which case we are accountable as a university for this decision.

Students who have an extension because of an ISP, please contact your Module Leader if you are unclear about your revised deadlines.

If you would like to request a review of your Inclusive Support Plan (ISP) or to have your needs assessed for an ISP, contact the Inclusive Support Service.

Submission Date and Instructions

Please see the assignment briefs on Moodle for the option you have chosen for detailed instructions and information regarding submission deadlines.

If you have exceptional circumstances that mean that you are unable to meet the deadline, you MUST make a request via the procedure outlined by Brookes University. Module Leaders or supervisors cannot grant a request. 

The Blue Marking Card adjustment is only available to students who have an Inclusive Support Plan (ISP) specifying this adjustment. Eligible students who wish to use this adjustment should consult the following information:

'Add Blue Card' when submitting work through Moodle and Turnitin.

Recommendations for Reasonable Adjustments are made in accordance with the provisions of the Equality Act 2010. Inclusive Support Plan (ISP) extensions of up to 3 weeks apply to all assignments in this module. If you have an Inclusive Support Plan, you can check the full details of the adjustments, including whether you have coursework extensions in Student Self Service. 

If you have a coursework extension as part of an Inclusive Support Plan, contact your module leader if you are unclear about your deadlines.

Marking and Moderation of your Work

Your capstone submission is marked by your supervisor and a second marker identified from the Marketing supervision team. Following internal moderation, a sample of work is reviewed by the External Examiner for the programme to ensure that the standards applied are comparable to those at other institutions. 

Module Feedback 

Feedback on your capstone will be provided via the feedback sheet. This will be emailed to you following the examination committee and after marks have been released, and is not available on Moodle.