MG3123 Issues & Controversies in Marketing Project

UG study guide for 2009/10

Date last updated: [12/08/09]

Date approved by module reviewer: [DD/MM/YY]
Date checked by PG pathway leader: [DD/MM/YY]

Introduction

You should read this study guide carefully and also ensure that all the links have been followed to
other accompanying documents that include, for example, information on coursework submission.
Information in this study guide is maintained by Dr GERALDINE COHEN (EJ062)
Geraldine.Cohen@brunel.ac.uk

Policy statements

The Business School Student Handbook can be found on the Business School u-Link site (Academic
Programme Office - APO). The Student Handbook is a useful source of information for all aspects of
your studies, including policy, procedures, plagiarism, house style for assignments, group work
submissions and other important matters. The School assumes that you will familiarise yourself with
this information, so you will need to look at these pages carefully at various times throughout your
studies. The School also operates within the rules and regulations of the University more generally,
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and you should also look at what are known as 'Senate Regulations’ under the University’s
webpages at:

http://www.brunel.ac.uk/about/administration/rules/senateregs/

These policies and procedures, and rules and regulations, are liable to change from one academic
year to another. You should therefore ensure that you make yourself aware of these, as you cannot
later claim a lack of knowledge on these matters.

Module detail

Module title Issues and Controversies in Marketing Project

Department/School Brunel Business School
Credits 40
Level UG
Module leader Dr Geraldine Cohen
Other staff Small Group Seminar tutors: listed separately
For academic year 2009/10
Contact and private study time Lectures 9
Seminars/Tutorials 24
Private Study 367
Total 400 hours for 40 credits
Assessment Method Proportion of marks

Coursework 100%
Examination 0%
This module is to be taken as part of BSc Business and Management (Marketing)
the following courses

Note that the details provided in this study guide are based on the formal Module Specification for
this module which sets out the agreed content, learning outcomes, assessment and teaching
methods. The details in this Module Specification have been formally agreed by Senate and, once
published, will not change for the academic year in question. Module Specification documents for
your programme of study can be found by looking at Course and Module Data held by Registry at
https://moss.brunel.ac.uk/SiteDirectory/documentarchive/Brunel%20Business
%20School/Forms/AllItems.aspx. At the same location you will also find the formal scheme of
studies document for your degree course which sets out the modules that you must study in order to

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 complete your degree. The formal outline for modules is necessarily brief, so you will find that this
study guide will give you more detailed information.

Access to support material

The teaching, learning and support material is provided electronically via the University’s u-Link
system. You can gain access to the u-Link system via the following webpage:

http://www.brunel.ac.uk/intranets/u-link/

Introduction/aims/background

This core module helps students to conduct critical appraisals of issues and controversies in
marketing involving contemporary organizations and of managerial and marketing responses to
these challenges. It also provides focused support in appropriate research methods and in the
effective communication of research findings in oral presentations, small group discussions and an
extended written report. Students are encouraged to draw upon and to synthesize previous learning
in marketing, management and related disciplines and to reflect on prior work experience and current
team-working. They also explore more advanced marketing theories, and associated research
evidence, to obtain fresh insights into the issues under discussion.
Brunel Business School

The Individual Project report is a crucial part of the learning experience. It requires students to
identify and define an original research question or theme, investigate it using appropriate research
methods (which may span literature based, primary research based and/or secondary research
based approaches), and to analyse and report upon the findings and insights. The Project can also
be a Marketing Plan for a company/ product/brand the students have been associated with through
their Work Placement or otherwise.

Core reading list

This module is in part based around notions and/or material that can be found in the core text(s)
listed below. It is therefore likely that you will use, or refer to, in your lecture/seminar sessions the
notions and/or material in the books listed here. You will likely be directed to study aspects of these
texts in your out-of-classroom time, that is, in your private study.

This module is in part based around notions and/or material that can be found in the core text(s)
listed below. It is therefore likely that you will use, or refer to, in your lecture/seminar sessions the
notions and/or material in the books listed here. You will likely be directed to study aspects of these
texts in your out-of-classroom time, that is, in your private study.

Saunders, M, Lewis, P and Thornhill A (2006) Research Methods for Business Students, London,
Pitman Publishing.
Bryman, A. and Bell, E. (2007) Business Research Methods (2nd edition). Oxford: Oxford
University Press.
Blundel, R.K. and Ippolito, K. (2008) Effective organisational communication: perspectives,
principles and practices (3rd edition). Harlow: FT Prentice Hall.
Kolb B (2008) Marketing Research. A Practical Approach, Sage
Baines P, Fill, C and Page K (2008): Marketing, OUP

Go to Library

Supplementary reading

Easterby-Smith, M, Thorpe, R and Lowe A (2002) Management Research: An Introduction,

London, Sage.
Walliman, N (2001) Your Research Project. A step-by-step guide to the first-time researcher,
Sage Publications.
Blaxter, L, Hughes, C and Tight, M (1996), How to Research, Buckingham, Open University Press.
Bell, J (1993), Doing Your Research Project, Buckingham, Open University Press.
Go to Library
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 Learning outcomes

Whatever module or programme of study you are undertaking at Brunel University, there are learning
outcomes that you must achieve in order to be awarded the necessary credits that comprise the
module and programme of study.

The module provides opportunities for students to develop and demonstrate knowledge and
understanding, qualities, skills and other attributes in the following areas:

1. Drawing on the literature in the field, analyse and interpret research evidence of a strategic
marketing phenomenon in order to identify a suitable research problem/issue or opportunity to
explore.

2. Having identified a suitable research problem/issue or opportunity, design and implement a

research investigation/study, use suitable research methods, appropriately justified, and report
efficiently and effectively on the findings, conclusions and (where appropriate) proposals for
appropriate action thereof.

3. Develop strategic marketing objectives and plans for an organisation at an operational level,
based on an understanding of the role of the marketing plan within the context of its internal and
external environment.
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4. Apply critical evaluation and problem solving to make recommendations for change and
innovations to marketing processes based on an understanding of the organisational context, an
evaluation of past marketing activities, and the use of appropriate measurements to evaluate the
effectiveness of strategic marketing plans and activities.

5. Understand the requirements of responsible ethical behaviour in research in Marketing –

assessed formatively.

On a formative (non-summatively assessed) basis only, the module also provides opportunity for
students to demonstrate effective team working and communication skills in the context of a
collaborative research project.

Assessment

Individual presentation 0% (formative)

Individual project proposal 0% (formative feedback)*
Individual project report (8,000 words) 100%

(*) Important note: It is a requirement that students must submit the Individual Project
Proposal.

Full details of each assessment task and the associated marking scheme and feedback sheets are
provided in a separate document. This document is also available via u-Link.

How the assessment relates to the learning outcomes

The Individual Project Report (8,000 words) is a crucial part of the learning experience. It requires
students to identify and define an original research question or theme, investigate it using
appropriate research methods (which may span literature based, primary research based and/or
secondary research based approaches), and to analyse and report upon the findings and insights.
Students prepare for the task by working in tutorial groups.

First, they participate in an Individual Presentation, where they are required to present to their tutor
and fellow students their research topic and a concise research proposal, including problem
background, research question(s), initial literature search and proposed methods. This activity is
formative, tutor and peer feedback will be provided. This enables students to:
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 (a) Develop team and leadership skills (relates to learning outcome 5);
(b) Gain a broader and deeper understanding of marketing and organisational issues (relating to
learning outcomes 1 and 2);
(c) Develop their skills in drafting a research proposal (i.e. it relates specifically to learning outcomes
3, 4 and 5:
(d) Develop their presentational skills.

This initial assessment will be helping students to prepare for their Individual Project Proposal (up
to 2,500 words). This document is reviewed by seminar tutors, and feedback is provided. In addition,
peer and group feedback will be used to help students develop a critical approach to their own work
and others. The assessment of the Individual Project Proposal is formative and relates to parts of
learning outcomes 1 and 2. Proposals are not formally marked, but students may be required to
resubmit proposals where necessary.

Deliverables - important dates

You should prepare and submit all coursework according to the School's instructions for
assessments. You should make sure that you are fully aware of the School's policy on plagiarism
and the marking of joint work (and others). You should be aware that you cannot later claim that
you did not know the rules and regulations; like all of us working at Brunel, you must make yourself
familiar with them. If you cannot do any work on time, you should look at the School's instructions on
what to do. All of this is explained in more detail in the Student Handbook online.
Brunel Business School

The School policy is that all coursework must be submitted electronically via the University’s u-Link
system and coursework submissions under the PDF format are not allowed.

Coursework must be submitted online by 12.00 (noon) UK time on the day of the deadline.

When submitting your coursework online you must use the e-coversheet available on u-Link
in the folder called ‘How to submit’ available on the main page of each module. In this folder
you will also find a video and a written description of the coursework submission process.

All Undergraduate Level 3 students must also submit two paper copies of their Project

You must make sure that the online submission and the paper copy you submit are the
same.

The paper copy of the Project must be submitted by 17.00pm UK time on the same working
day as the online submission, and must be submitted to the Academic Programme Office
(Michael Sterling Building).

For further details please navigate to the u-Link pages for this module by going to the following
webpage:

• http://www.brunel.ac.uk/intranets/u-link/

Assessment I - Individual presentation (research proposal): Weeks 5 and 6 (as agreed with
tutor)
Assessment II - Individual project proposal: 19th November 2009 (Week 8)
Assessment III - Individual project report (8,000 words): 9th March 2010 (Week 24)

Late coursework

It is the University and School policy to accept and grade all late items of coursework (up to the
published latest date for submission). There is no such thing as 'an extension'. You cannot
negotiate new deadlines, and you do not need to get agreement about handing in your work late
from the module leader or any other member of staff. Late coursework submissions are, however,
subject to penalties (capping) that determine the maximum grade that you can achieve depending
upon how late the work is. The current penalty scale can be found in the Student Handbook.
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 Students with mitigating circumstances can apply to have penalties removed via submission of the
appropriate form and evidence. How to do this is explained in the School’s Student Handbook.

Feedback on your work

The School is committed to providing you with written feedback for all assessed coursework within
25 working days from the submission date. You will get feedback on your performance on a
feedback form which will normally be returned to you in electronic format via the u-Link pages for this
module (but see module details above). If you do not receive feedback within this time, then you
should first contact the module leader. If it proves necessary, you should then contact the Pathway
Coordinator or the Director of UG Studies.

As you will know from reading the rules and regulations in the School’s Student Handbook, submitted
coursework, including your final year project, will not be returned to you. This is true for all
coursework, in all modules and at all levels, and does not apply to only this module.

Method of teaching

This module has a distinctive approach, reflecting its learning objectives and its position as a 40
credit module located at the end your course of study. A combination of focused lectures and small
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group seminars/tutorials is used to help you to:

• Explore typical and exceptional issues and dilemmas in marketing

• Extend your existing knowledge of management enquiry/research methods
• Have an open forum for guidance and supervision of your evolving project

At the core of the module are a regular series of highly interactive Small Group
Seminars/Tutorials, which continue throughout terms 1 and 2. Students work closely with their
seminar tutor, who also acts as the Supervisor for their individual project. Students within each
seminar group are expected to arrange additional small group meetings in order to conduct research
and prepare presentations. Students can make use of u-Link to obtain learning support materials
and to facilitate group discussions. There is also a Lecture Series, which is delivered primarily by
the module leader, with some topics being introduced by other lecturers. Further details are provided
in the next section.

Lecture/seminar programme

Term 1: 12 week teaching term starting 28/9/09 and ending 18/12/09; Effective Learning Week in
term 1 will be in week 7 (9-13 November 2009) and no lectures/seminars/labs should be scheduled
for this week.
Term 2: 12 week teaching term starting 4/1/10 and ending 26/3/10; Effective Learning Week in term
2 will be in week 21 (15-19 February 2010) and no lectures/seminars/labs should be scheduled for
this week.
Term 3: 1 week revision period starting 19/4/10, and 3 week examination period starting 26/4/10.

Wk Lecture topic Task/activities

TERM 1 (Sep – Dec 2009)

1 Introduction to the module
2 Asking good questions
NO SEMINAR THIS WEEK. Read module guide and
assignment guide; check seminar allocation on u-Link;
review recommended texts. Submit your proposed topic
form for Tutor group allocation.
Meet seminar tutor, arrange meetings and discuss research
proposal; prepare draft of research questions.
Form groups for proposals activity.

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 3 Literature search using the
Brunel library and electronic
databases
4 Developing your Project
Proposal
Discuss research questions in your seminar sub-group.
Start literature search using library and databases.
Meet in groups for proposals activity.
Continue literature search, prepare short summaries of
relevant sources; be sure to use FULL Harvard references.

5 Seminar activities (no lecture)
6 Seminar activities (no lecture)
7 Effective Learning Week
(9-13 November 2009)
8 Seminar activities (no lecture)
Consider primary and secondary data you may need to
collect, identify suitable collection / analysis methods using
methods texts and articles (‘methods’ sections) as a guide.
Individual presentations (1/2)
Prepare full draft of Project Proposal; discuss outstanding
issues with seminar tutors; final revisions and editing.
Individual presentations (2/2)
No lectures or seminars; attend relevant ELW sessions
(remember to book places in advance).
Submit Individual Project Proposal (Week 8).

9 Writing the Literature Review Seminar discussions

10 Seminar activities (no lecture) Seminar discussions

11 Writing the Methodology Get feedback on Individual Project Proposal this week.
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12 Seminar activities (no lecture) Get feedback on Individual Project Proposal this week.

TERM 2 (Jan - Mar 2010)

16 Data Collection and Analysis Project supervision in seminars.
17 Seminar activities (no lecture) Project supervision in seminars.
18 Writing up your Project Project supervision in seminars.
19 Seminar activities (no lecture) Project supervision in seminars.
20 The Last Push and Goodbye Project supervision in seminars.
21 Effective Learning Week No lectures or seminars; attend relevant ELW sessions
(15-19 February 2010) (remember to book places in advance).
22- Seminar activities (no lecture) Project supervision in seminars.
24 Submit Individual Project Report on 9th March 2010

Small Group Seminars continue through terms 1 and 2. At the beginning of the module, students
are notified of their seminar tutor and the date, time and venue of their first group meeting via u-Link.
The first seminars normally take place in Week 2 – check u-Link for updated information. Following
the initial meeting, each seminar tutor makes further meeting arrangements with her / his students;
these may vary between seminar groups and over time (i.e. tutors may arrange seminars differently
in term 2, when the primary focus is on project supervision).

Students are responsible for attending seminars on a regular basis and for contributing
actively to discussions and presentations. Tutors are responsible for facilitating
discussions and for making helpful suggestions. Their role is not to ‘teach’ a fixed
curriculum, or simply to supply you with ‘the answer’. Rather, it is to encourage you
towards becoming an ‘independent’ researcher. Being independent means (amongst other
things) being capable of: (a) formulating good questions; (b) developing and presenting well-informed
and well-supported arguments; and (c) defending your arguments in open discussion. Some
students may find this approach to learning quite unfamiliar and even a little uncomfortable at times.
However, based on our extensive experience, we think it is an essential part of helping you to
achieve the learning outcomes of the module and to be better-prepared for similar tasks in a working
environment. Learning to deal with complex, open-ended problems and limited, often ambiguous,
information is an extremely valuable preparation for future challenges. After a bit of practice and
confidence-building, most students actually enjoy the experience!

The Lecture Series takes place mainly during term 1, with three concluding lectures in term 2. Full
details of these sessions will be posted on u-Link.

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 Planning your time

This is a double module (40 credits) running over 24 weeks of term, which means that you should be
investing around 400 hours, of which the majority (approximately 367 hours – or 60 x 6 hour days,
approx.) is private study – including individual work on your proposal and project, and group work in
preparing a presentation. The amount of time that you actually spend is in your own hands.
However, other than attending the lectures and seminars we would recommend the following
allocations (assuming a 6 hour working day – you can adjust the figures to fit your own daily work
patterns):

• Individual presentation: this is a short, focused activity to help you learn and practice the
essential skills involved in drafting and presenting a research proposal. You will be working
in teams of approximately five students. Each student should invest at least 2 days in
researching, drafting and researching your individual presentation.

• Individual project proposal: You should be investing at least 10 days in researching and
drafting your proposal. There is a very tight deadline for preparing the proposal, so bear in
mind that this will be an intensive period of work between Weeks 1 and 8 of term 1.

• Individual project report: You should be investing most of the remaining time in
researching and drafting your project, excluding the proposal stage. Most of this work will be
spread over the period January to March 2010, during term 2, and will be supported primarily
through your regular seminar meetings. Some students (e.g. those coming from a placement
year) may have different allocations as they have already made some progress with this part
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of the assessment.

Ensure that you make a careful note of when the assessment tasks are due in for this module. Try
not to leave working on these tasks until the last minute – this is stressful for you and tends to lead to
poor quality work. Remember that you may have several assessments (for different modules) due
around the same time and that you will need to plan for this. Similarly do not leave online
submission of your work until close to the deadline. Computer crashes, problems with web server
connections, etcetera are likely occurrences, and you should therefore plan your submissions with
this in mind. If you submit work late for reasons of this kind, you should understand that the School
will not consider this as a reasonable cause for the delay, as this was something that you should
have planned for - but did not.

Effective Learning Week (Week 7 in term 1 and Week 21 in term 2) is a break from formal subject-
specific teaching activities (lectures and seminars) and applies to all undergraduate modules in the
Business School. During these weeks the university offers a number of very useful free sessions on
topics such as essay and dissertation writing, exam technique and job applications (see
http://intranet.brunel.ac.uk/ltdu/bold/ for further information). You are strongly encouraged to attend
sessions relevant to your studies.

Problems with your study and mitigating circumstances

You may feel that your ability to study is being affected by personal problems, illness or any other
matter, or you miss an assessment because of mitigating circumstances (or you feel that the
quality of an assessment you have taken may have been affected by mitigating circumstances). If
so, you should first read two relevant sections in the School’s Student Handbook. One, ‘late
coursework’. Two, ‘mitigating circumstances’. If, after reading this, you have further queries, you
are encouraged to get in contact with the BBS Student Support Team as soon as possible to discuss
the support available. The Team can be contacted by email (bbs-studentsupport@brunel.ac.uk).

Reassessment details

If you failed MG3123 Issues and Controversies in Marketing Project, or its predecessor module, in
2008/09 or earlier, (by not achieving the credits), the Board of Examiners may have required you to
be re-assessed in 2009/10. You will know whether you need to be re-assessed by looking at the
transcript/progress report that was sent to you following the meeting of the Board of Examiners in
the summer of 2009 (or earlier). Please ensure that you read this study guide carefully, as it is
important to note you will be re-assessed on what is in the study guide/syllabus for 2009/10 and not
that of 2008/09 (or earlier).
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