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Marketing Dissertation (Applied) - MAN00157M

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  • Department: The York Management School
  • Module co-ordinator: Dr. Chen Ren
  • Credit value: 60 credits
  • Credit level: M
  • Academic year of delivery: 2024-25
    • See module specification for other years: 2023-24
  • Notes: This is an independent study module

Module will run

Occurrence Teaching period
A Summer Semester 2024-25

Module aims

This module is offered as an alternative to the Masters’ Marketing Dissertation (Academic). It serves as a platform that enables students to undertake in-depth research about organisations’ marketing-related challenges. It will add to and build upon their learning from throughout the programme to develop actionable marketing insights by carrying out evidence-based inquiry.

Based on the available data sources, this module provides an opportunity to undertake independent research which may vary from exploratory investigation to real-life marketing situations or case studies. The key focus is on applying academic techniques (e.g., shaping concepts, establishing theoretical connections, data analysis, and recommendations) and critical thinking to generate practice-oriented solutions. This will be finally written up to a report with a self-reflection on the experiential learning.

Module learning outcomes

Successful completion of this module will demonstrate that students are able to

Academic and graduate skills

  • Undertake a significant independent research piece.

  • Apply core marketing concepts and theories to address organisations’ marketing-related challenges.

  • Demonstrate ability to address organisations’ marketing-related challenges in a logical and creative way.

  • Understand how to draw upon existing secondary data to make conclusions.

  • Synthesise complex information to develop original findings with managerial implications.

  • Critically reflect upon the implications of research for your future career in management

Skills-related learning outcomes

  • Apply appropriate analytical approaches to the chosen area of study, in order to ensure that the evidence generated, its analysis and the conclusions drawn from it are valid, reliable and ethical.

  • Demonstrate a mastery of information literacy skills by critically engaging with a range of sources.

  • Develop effective oral and written communication skills by thinking critically to produce logical and structured arguments.

  • Plan and organise an independent research investigation with self-managed internal deadlines to meet final deadline.

  • Demonstrate resilience by finishing this significant independent research piece.

Module content

There is no specific syllabus content associated with this module. As stated earlier, this module will add to and build upon students’ learning from throughout the programme to develop actionable marketing insights by carrying out evidence-based inquiry.

Key Areas:

  • Undertaking independent research

  • Formulating appropriate research questions

  • Developing project management skills to execute an independent research investigation

  • Sharpening presentation, communication and report writing skills

  • Analysing findings

  • Writing recommendations and action plans

How does this module support students to undertake independent research?

  • In undertaking this applied module, students will evaluate organisational marketing-related challenges and their relationships with academic concepts and theories, and in doing so, provide practical and actionable recommendations.

  • Where appropriate, organisational representatives or a case study will provide a problem statement with further tips to work on a report, particularly regarding the content and presentation of the report.

  • In the course of this module, students will be supported by appropriate academic content and workshops, which acts as a precursor to accomplish the task independently. Specifically, students will have 4 (2 hours) workshops at the beginning of the semester followed by 2 (2 hours) workshops during the rest of the semester.

  • Whilst this module will represent students’ entire study from throughout the programme, it is expected that students will accomplish the task independently but with ad-hoc support (through drop-in sessions, in-person or zoom meetings, and emails) whenever needed.


Task Length % of module mark
Essay : Dissertation
N/A 90
Presentation : Proposal Presentation (Individual)
N/A 10

Special assessment rules




Module feedback

Students will get formative feedback in each workshop. For the summative assignment, written feedback will be released to students after the final exam board. In cases of a marginal fail where minor amendments are permitted, students will be given written guidance on the required amendments and deadlines for submission in accordance with university regulations on reassessment and resubmission.

Indicative reading


The information on this page is indicative of the module that is currently on offer. The University is constantly exploring ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary by the University. Where appropriate, the University will notify and consult with affected students in advance about any changes that are required in line with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.