marketing concepts and theories and critically evaluate their relevance to real-world application

1. Demonstrate an advanced understanding of relevant marketing concepts and theories and critically evaluate their relevance to real-world application, and to utilise these theories to develop a substantial, logically structured and reasoned dissertation on a marketing related topic
2. Demonstrate the ability to carry out a significant research project, based on a thorough review of the available academic literature and making use of appropriate models, theories and concepts applied to a specific marketing issue.
3. Demonstrate the ability to identify, critically evaluate and make appropriate use of a range of information from a variety of sources to gain an in-depth understanding of a specific marketing issue, which includes recommendations for future strategies and tactics from both a theoretical as well as managerial perspective
4. Make a reasoned and critical selection of information sources, analytical tools and techniques appropriate to the specific marketing issue being investigated
5. Develop an advanced appreciation of, and the ability to critical reflect on, the influence of interpersonal, intercultural and ethical issues in the design, implementation, evaluation and recommendation of appropriate courses of action
6. Present and justify the analysis and interpretation in a suitable and professional manner
Skills
This module will call for the successful student to be able to:
1. Demonstrate the ability to prioritise tasks and take responsibility for their own time management and autonomous learning
2. Demonstrate advanced critical thinking skills in a range on unforeseen circumstances and appreciate the role of complexity in advanced research and strategy formulation
3. Demonstrate the ability to analyse a specific marketing-related issue and to evaluate, analyse and utilise secondary data, including academic literature, in identifying the salient dimensions of a current marketing situation
4. Formulate specific research aims and objectives for primary data required, select and justify appropriate research methods (including addressing issues of adequacy of sample size, validity and reliability)
5. Design and administer appropriate research instruments to collect primary data, analyse data obtained using appropriate analytical software and statistical tests where appropriate
6. Synthesise primary and secondary data and other relevant information and present a range of problem-solving solutions demonstrating logical consistency and adequacy of conclusions supported by data
7. Demonstrate and justify the use of resources needed for given campaign
8. Select an appropriate content, medium and style of presentation for a range of academic, professional and consumer audiences, including the development of advanced communication and inter-personal skills
Syllabus
o Selection of the broad area of study
o Literature review
o Formulating and clarifying the research problem
o Formulating the research aim and the objectives/research questions
o Research methods/ approaches
o Selection and justification of the research method/approach for the study
o Research designs (addressing the issues of validity and reliability)
o Theoretical and practical considerations for data collection and analysis
o Drawing conclusions, highlighting limitations, and making recommendations
o Conventions for stating references and bibliography
o Administrative matters: managing supervisor-student relationship, carrying out empirical studies abroad, writing up and binding the project, viva voce
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