Module details for Marketing Dissertation 1: Literature Review and Research Proposal


Determination of contemporary challenges and dilemma in marketing & business, and use of literature to develop a knowledge gap that leads to a specified research proposal.


The aim of this Module is to provide the student with: knowledge and expertise to enable students to conduct desk research, produce literature reviews, establish knowledge gaps and create research designs to investigate a specific problem.

Learning Outcomes

By the end of this module the student should be able to:

1.  Identify a marketing research question and justify its relevance to marketing and organisational performance.

2.  Develop and restate the research question using literature, to justify problem focus. (May include hypotheses, research questions, or propositions)

3.  Critically evaluate principle research methods: quantitative & qualitative

4.  Design an appropriate research strategy to explore, examine, or evaluate the knowledge gap.

Indicative Content

1 Contemporary issue in marketing & business

Key issues and dilemma Theory and practice

2 Research problems

Exploring research problems. Evaluating problems: Who cares, who benefits? Aims, objectives, and research questions

3 Literature

The value of desk research Practical and industry information vs academic theory What we know, what we assume and what we don't know! Creating knowledge gaps

4 Developing research design

Evaluating research strategies: exploratory, descriptive and causal Examining research approaches: Quantitative and qualitative Ethics of research

Teaching and Learning Work Loads

Teaching and Learning Method Hours
Lecture 14
Tutorial/Seminar 22
Practical Activity 6
Assessment 88
Independent 70
Total 200

Guidance notes

SCQF Level - The Scottish Credit and Qualifications Framework provides an indication of the complexity of award qualifications and associated learning and operates on an ascending numeric scale from Levels 1-12 with SCQF Level 10 equating to a Scottish undergraduate Honours degree.

Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.


We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2021/22 , and may be subject to change for future years.