module specification

LT7P62 - Events Marketing Management Dissertation (2017/18)

Module specification Module approved to run in 2017/18
Module title Events Marketing Management Dissertation
Module level Masters (07)
Credit rating for module 60
School Guildhall Faculty of Business and Law
Total study hours 600
586 hours Guided independent study
14 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Dissertation 100% 50 Dissertation *FC*
Running in 2017/18
Period Campus Day Time Module Leader
Autumn semester City To be arranged -

Module summary

The dissertation is a 60 credit weighted module and is designed to provide an opportunity for students to undertake a substantial piece in the area of Events Marketing Management. It may take the form of a theoretically-informed but empirical case study, where the student has carried out independent empirical research. In this event, evidence would be required that the student understood the relevance of the underlying theoretical debate to the empirical issues. Alternatively, the dissertation may focus on a more theoretically-oriented discussion of key concepts, for example, in the organisational implications and strategic outcomes of Events Marketing and its management. It is generally necessary to demonstrate an analytical and independent approach to the debates, and a willingness and ability to arrive at substantiated conclusions, paying due regard to the relevance of the available empirical evidence. The dissertation is the largest piece of assessed work undertaken on the award, and is seen as the clearest expression of the student's ability to study at Masters level.

Prior learning requirements

LT7084 Research Methods for the Creative Industries and Sport

Module aims

Specific aims are:

  1. To undertake a detailed investigation on a topic specifically related to events marketing, marketing events or events management. .
  2. To demonstrate an appropriate application of research methodology and methods and skills.
  3. To demonstrate the ability to collect and marshal data, present them in a competent manner, and subject them to a detailed and coherent analysis, with due regard to the theory, policy and practice in relation to the chosen topic.
  4. To critically reflect on the relevance of the findings within the wider context of the subject field.
  5. To develop recommendations on future research and, where appropriate, to discuss the policy implications of the findings of the research.


The dissertation topic should be sufficiently well-focused to facilitate an in-depth study but broad enough to develop an informed overview of the topic area. The required length of the dissertation is normally 15,000 words, exclusive of title and contents page, figures, tables, quotations, appendices and bibliography.

Learning and teaching

The dissertation requires commitment from the student and critical inputs from academic staff. Appropriate supervisors are allocated to each dissertation topic. Following the submission of the dissertation proposal, students will be paired with an appropriate supervisor who possesses expertise in the area of interest to the student and/or the methodological approach to be adopted.

Learning support for issues of collective interest to students is provided through a programme of dissertation workshops that also provide an arena for exchange between students. The dissertation supervisor provides each student with the necessary critical inputs from academic staff.

Following the allocation of a supervisor the student should arrange an initial meeting with the supervisor who will assist in:

- clarifying the terms of the research;
- suggesting areas of reading;
- reviewing the proposed methodology;
- establishing a timetable for the research which also includes initial dates for further meetings between the student and supervisor;
- advising the student about appropriate standards and conventions concerning the assessment;
- providing means of contact in addition to tutorials

The student can reasonably expect to obtain six hours of tutorial guidance from their supervisor and a written record of the purpose and outcome of each meeting should be signed and kept by both parties using the "Dissertation Tutorial and Supervision" form provided. The student can also expect the supervisor to comment on draft work submitted during the dissertation process.

Learning outcomes

On successful completion of this module students will be able:

  1. conduct independent research, at postgraduate level, into an area of academic and organisational interest
  2. critically appraise research methodologies
  3. understand and reflect upon their own skills and abilities as a researcher and as an academic
  4. manage a research project through from conception to final report stage
  5. critically review academic literature and research methodologies relevant to the research, and bring together academic literature and empirical research findings to create an intellectually substantiated view
  6. develop thorough detailed analysis and synthesis of theory, policy and practice in relation to the chosen topic

Assessment strategy

Coursework 100% Dissertation
All the above learning outcomes will be assessed through the dissertation. In assessing achievement against these outcomes the following dissertation characteristics will be sought:
an extensive literature search and critical evaluation of previous research related to the area under investigation;
- a clear outline of the research proposal supported by relevant aims;
- the adoption of an appropriate and clearly constructed research methodology and methods;
- well managed collation of data, whether obtained through fieldwork research or by other methods;
- thorough analysis of data and comprehensive analysis of findings;
- clear, relevant and well-argued conclusions;
- the ability to relate theory to policy and practice in the subject field;
- a high standard of writing, clearly presented and using English correctly


  1. Babbie, E (1995) The Practice of Social Research. 11th Edition. Belmont, CA: Thomson/Wadsworth.
  2. Bell, J. (2011) Doing Your Research Project: Doing your research project : a guide for first-time researchers in education, health and social science. Maidenhead: McGraw-Hill, Open University Press.
  3. Berry, R. (2004) The Research Project and How to Write It. (5th edition). London: Routledge.
  4. Bryman, A and Bell, S (2011) Business Research Methods. 3rd Edition: Oxford: Oxford University Press.
  5. Clark, M., Riley, M. Wilkie, E. & Wood, R.C. (1998) Researching and Writing Dissertations in Hospitality and Tourism. London: Thomson Learning
  6. Collis, J and Hussey, R (2003) Business Research: Qualitiative and Quantitative Approaches (2nd edition) , Sage, London
  7. Saunders, M. Lewes, P. & Thornhill, A. (2012) Research Methods for Business Students. 6th Edition. Harlow: Pearson.
  8. Veal, A.J. (2011) Research Methods for Leisure and Tourism. A Practical Guide. 4th Edition Harlow: Prentice Hall.