module specification

MC6P09 - Marketing and Communications Project (2023/24)

Module specification Module approved to run in 2023/24
Module title Marketing and Communications Project
Module level Honours (06)
Credit rating for module 30
School Guildhall School of Business and Law
Total study hours 300
150 hours Guided independent study
150 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Coursework 0%   Research proposal
Coursework 30%   Project Presentation
Dissertation 70%   Project 6000 words
Running in 2023/24

(Please note that module timeslots are subject to change)
No instances running in the year

Module summary

For most of the undergraduate students, this final document submitted for assessment represents the most extensive piece of written academic work that students will ever have attempted! The choice for topic largely rests with each student. It is important that the chosen topic should be feasible, interesting and stimulating. The project should conform to the specifications set out in this handbook and be submitted by the required deadline.
The aim of this module is to equip students with a thorough understanding of applied research methodology and to enable them to apply their knowledge in a practical way through the project. The key areas emphasised are research methods and methodology.
The module therefore has three main objectives:
1. To teach students how to work on a complex assignment that will be of value and interest to them and others, e.g. academia, businesses, over an extended period of time
2. To teach students how to collect information from a variety of sources, apply investigatory and analytical skills, present meaningful outcomes and draw relevant conclusions and recommendations
3. To teach students how to draw selectively and critically upon a body of knowledge, wisdom and information to produce new insights, ideas and perspectives.


• Literature reviewing: where and how to look for data; secondary and tertiary data collection and evaluation; keyword searches; how to select the most applicable sources; literature review and conceptual frameworks; characteristics of research investigations; the role of the supervisor; formulating a research topic based on identifying gaps in written work; originality LO1

• Methodologies: research question vs hypothesis; primary data collection tools and analysis tools; type of research projects; research objectives; The Research Onion: strategies, time horizons, sampling, sampling strategies, error, limitations, generalisation, ethics and access; research approaches; research philosophies LO2

• In-depth analysis of a complex problem, generating appropriate conclusions and recommendations: piloting of fieldwork; carrying out the fieldwork through questionnaires, interviews, focus groups, observation or other tools such as experiments; analysing qualitative and quantitative data; formulating the main aims of the research; addressing those aims using an appropriate research design; presenting the research results in an appropriate format using appropriate communication skills;, formulating practical solutions to address the complex issues investigated. LO3

Balance of independent study and scheduled teaching activity

The module is spread over a 30-week period and consists of a blend of 3 hour-workshops, extra curricular activity weeks, library visits, Weblearn interaction, guest lectures and guidance from staff. The use of Weblearn facilities is important to the delivery of module handbook, case studies, journal articles, external web links and student feedback. The module includes workshop delivery so that students are introduced to and allowed to explore advanced e-research techniques, netnography, online building questionnaire software, online textbooks and online video cases.
A key component of the learning process in this module consists of additional reading and private study to be carried out between workshop sessions. This allows students the opportunity to reflect upon their experiences.

Learning outcomes

Upon completion of the project, students will:
   1.            Undertake an extensive literature review into a specific area identifying strengths and weaknesses of previous work published.
   2.            Select appropriate methodologies and techniques to investigate a complex problem and identify appropriate sources of assistance.
   3.            Conduct a critical in-depth analysis of a complex problem or situation, generating appropriate conclusions and/or recommendations.

Assessment strategy

The assessment strategy consists of three elements: 
1. Research proposal (due week 13)  LO1
that sets out the proposed research topic, question or hypothesis, a comprehensive literature review background and a proposed plan for the primary research to be carried out, in a min of 1000 word proposal. At this stage students should also provide a list of references used to date. Following approval by the module leader/staff team (satisfactory “S”/non-satisfactory “NS” mark awarded) students will go on to research for assessments 2 and 3. Non-satisfactory marks mean that students must re-submit the research proposal (one resubmission opportunity allowed) and must receive an “S” from the module leader/staff team in order to pass this assessment.
2. Project presentation (due in weeks 24-26) LO2
in the form of a 15 minute presentation with supporting media (e.g. powerpoint slides). This will introduce the research conducted throughout the research period, and should feature a discussion of the research methods available and applied, and a full set of references related to methodology should be added. Presentation skills will also be assessed. (30% of the final mark)
3. The 6000- word project (due week 27). LO3
must feature introduction, literature review, methodology, analysis, conclusions, recommendations, references and appendices / evidence of primary research. (70% of the final mark)



Core Text:
Saunders, M., Lewis, P. and Thornhill, A. (2015) Research Methods for Business Students, 7th edition, Financial Times Press

Additional Texts:
Christensen, L. B., Johnson, R. B., and Turner, L. A. (2011) Research Methods, Design, and Analysis: International Edition, 11th edition, Pearson Higher Education, ISBN-13:9780205819218
Coles, A. and McGrath, J. (2010) Your Education Research Project Handbook, Longman, ISBN-13:9781408221242
Deane, M. (2010) Academic Research, Writing & Referencing, Longman, ISBN-13:9781408236987
Ghauri, P. and Gronhaug, K. (2010) Research Methods in Business Studies, 4th edition, London: Financial Times Press
Matthews, B. and Ross L. (2010) Research Methods: A Practical Guide for the Social Sciences, Longman, ISBN-13:9781405858502

Posner, H. (2014), Marketing Fashion, Laurence King

Ennis S (2016), Retail Marketing, McGraw Hill

Poloian, L.R (2013), Retailing Principles. Global, Multichannel and Managerial Viewpoints, 2nd Edition, Bloomsbury Publishing

Berg, B. L. (2009) Qualitative Research Methods for the Social Sciences: International Edition, 7th edition, Pearson Higher Education, ISBN-13:9780205668106

Hart, C. (1999) Doing a Literature Review, London: Sage

Langdridge, D. and Hagger-Johnson, G. (2009) Introduction to Research Methods and Data Analysis in Psychology, 2nd edition, Prentice Hall,

O Dochartaigh, N. (2002) The Internet Research Handbook, A Practical Guide for Students and Researchers in the Social Sciences, London: Sage

Strauss, A. and Corbin, J. (1997) Grounded Theory in Practice, London: Sage

Veal, A. J. (2006) Research Methods for Leisure and Tourism: A Practical Guide, 3rd edition, Financial Times Press, ISBN-13:9780273682004

Many of the more specific Marketing Research books available in the library will also be of help regarding sampling, sample sizes, research methods, etc. Examples include:

Burns, A. C. and Bush, R. F. (2008) Basic Marketing Research Using Microsoft Excel Data Analysis: International Edition, 2nd edition, Pearson Higher Education, ISBN-13:9780131354210

Burns, A. C. and Bush R. F. (2010) Marketing Research: Global Edition, 6th edition, London: Pearson Higher Education, ISBN-13:9780137135998

Kumar, V. (2000) International Marketing Research, New Jersey: Prentice Hall

Malhotra, N. (2012) Basic Marketing Research, International Version, 4th edition, Pearson Higher Education, ISBN-13: 9780132570183

Schmidt, M. and Hollensen, S. (2006) Marketing Research: An International Approach, Financial Times Press, ISBN-13:9780273646358

Case Study Research
Yin, R.K. (2009) Case Study Research, Design and Methods, London: Sage

Other useful texts are Social Science Research Methods books. Examples include:

Qualitative Research Methods
Howitt, D. (2010) Introduction to Qualitative Methods in Psychology, 1st edition, Prentice Hall, ISBN-13: 9780132068741

Berg, B. L. and Lune, H. (2012) Qualitative Research Methods for the Social Sciences: International Edition, 8th edition, Pearson Higher Education, ISBN-13: 9780205234967

Scott, G. M. & Garner, R. M. (2012) Doing Qualitative Research: Designs, Methods and Techniques, 1st edition, Pearson Higher Education, ISBN-13: 9780205695935

Neuman W. L. (2011) Social Research Methods: Qualitative and Quantitative Approaches: International Edition, 7th edition, Pearson Higher Education, ISBN-13: 9780205786831

Silverman, D. (1997) Qualitative Data Analysis, London: Sage Publications.

Silverman, D. (1995) Interpreting Qualitative Data, Methods for Analysing Talk, Text and Interaction, London: Sage

Quantitative Research Methods
George, D. and Mallery, P. (2012) IBM SPSS Statistics 19 Step by Step: A Simple Guide and Reference, 12th edition, Pearson Higher Education

Green, S. and Salkind, N. J. (2007) Using SPSS for Windows and Macintosh: Analysing and Understanding Data: International Edition, 5th edition, London: FT/Prentice Hall

Wright, D.B. (2002) First Steps in Statistics, London: Sage


Journal of Management and Marketing Research,
Journal of Applied Quantitative Methods,
Journal of Retailing,
Journal of Retail and Consumer Services,
International Journal of Retail and Distribution Management,
International Journal of Qualitative Methods,
Journal of Database Marketing & Customer Strategy Management,
Journal of Targeting,
Journal of Brand Management,
Journal of Brand Strategy,
International Journal of Research in Marketing,
Journal of Consumer Marketing,
Journal of Database Marketing,
European Journal of Marketing,
Journal of Marketing Communications.

Further Sources of Support: Academic and Study Skills
If you feel you need further assistance with your study and academic skills, you can contact the University’s Centre for Enhancement of Learning and Teaching (CELT) –