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Unit information: Dissertation / Applied Extended Project in 2020/21

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Unit name Dissertation / Applied Extended Project
Unit code EFIMM0065
Credit points 60
Level of study M/7
Teaching block(s) Academic Year (weeks 1 - 52)
Unit director Dr. Spotswood
Open unit status Not open

The taught element of the programme



School/department School of Management
Faculty Faculty of Social Sciences and Law


The aim of this unit is to build upon the Research Methods and Marketing Metrics unit and engage students in an extended piece of research based upon their assessed proposal. Students will be allocated a supervisor and will be required to discuss the proposal and the resultant feedback with him/her. The aim is to encourage students to reflect upon their proposal and make improvements upon it. They will then be required to present a schedule of work to develop the proposal into a dissertation / extended project report and negotiate a working agreement with their supervisor. They will demonstrate the capacity to organise a coherent programme research to achieve a clear set of objectives. They will then analyse the data and make evidenced recommendations, presenting the resultant work in report format to identified

Intended learning outcomes

On completion of this unit, students will be able to:

LO 1: Reflect upon feedback and make appropriate amendments to aspects of the dissertation / applied extended project as necessary.

LO 2: Formulate and execute a coherent programme of research to achieve a given set of research objectives.

LO3: Critically analyse and interpret the resultant data using an appropriate method.

LO 4: Present the results using appropriate academic and commercial conventions, in academic essay / report format, citing all sources correctly.

Teaching details

Teaching will be delivered through a combination of synchronous and asynchronous sessions including lectures, tutorials, drop-in sessions, discussion boards and other online learning opportunities

Assessment Details

Dissertation / Applied Extended Project (10,000-12,000 words) (100%)

Students are required to review the feedback on the proposal submitted for the Research Methods and Marketing Metrics unit (ILO1). They are required to address the issues identified and then formulate and implement a piece of marketing research (ILO2, 3). If following the applied extended project option, students are expected to find an organisation themselves in order to carry on with their project. They are then required to analyse and interpret the results in light of the research objectives and present conclusions and recommendations in report format, referencing all sources correctly and in full (ILO 3, 4).

Reading and References

Molhotra, N. K., Nunan, D., Birks, D. F. (2017). Marketing Research: An Applied Approach. 5th Ed. Trans-Atlantic Publications, Inc.

Bradley, N. (2013). Marketing research: tools & techniques. Oxford University Press.

Hague, P. N., Hague, N., & Morgan, C. A. (2013). Market Research in Practice: How to get greater insight from your market. Kogan Page Publishers.

McGivern, Y. (2013). The Practice of Market Research: An Introduction. Pearson Higher Ed.

Poynter, R. (2010). The Handbook of Online and Social Media Research: Tools and techniques for market researchers. John Wiley & Sons.

Academic and Practitioner Journals

Academy of Marketing

European Journal of Advertising

European Journal of Marketing

International Journal of Advertising

Journal of Marketing Communications

Journal of Advertising Research

Journal of Interactive Advertising

Journal of Communications Management

Journal of Marketing

Journal of Consumer Behaviour


Marketing and Management

Marketing Management

Science Review

Harvard Business Review

The Economist




Any/all broadsheet newspapers