Mg3123 Issues & Controversies In Marketing Project Ug Study Guide

MG3123 Issues & Controversies in Marketing Project UG study guide for 2009/10 Date last updated: Date approved by module reviewer: Date checked by PG pathway leader:

[12/08/09] [DD/MM/YY] [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) [email protected]

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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, 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 Department/School Credits Level Module leader Other staff For academic year Contact and private study time

Assessment

This module is to be taken as part of the following courses

Issues and Controversies in Marketing Project Brunel Business School 40 UG Dr Geraldine Cohen Small Group Seminar tutors: listed separately 2009/10 Lectures 9 Seminars/Tutorials 24 Private Study 367 Total 400 hours for 40 credits Method Proportion of marks Coursework 100% Examination 0% BSc Business and Management (Marketing)

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 Version1.5

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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

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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. 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 Version1.5

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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.

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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. 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 Individual project proposal Individual project report (8,000 words)

0% (formative) 0% (formative feedback)* 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: Version1.5

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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.

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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. 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. Version1.5

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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.

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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 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

1

TERM 1 (Sep – Dec 2009) Introduction to the module

2

Asking good questions

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Task/activities 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 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 8

Effective Learning Week (9-13 November 2009) 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.

12

Seminar activities (no lecture)

Get feedback on Individual Project Proposal this week.

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16 17 18 19 20 21 2224

TERM 2 (Jan - Mar 2010) Data Collection and Analysis Seminar activities (no lecture) Writing up your Project Seminar activities (no lecture) The Last Push and Goodbye Effective Learning Week (15-19 February 2010) Seminar activities (no lecture)

Project supervision in seminars. Project supervision in seminars. Project supervision in seminars. Project supervision in seminars. Project supervision in seminars. No lectures or seminars; attend relevant ELW sessions (remember to book places in advance). Project supervision in seminars. 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

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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 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 subjectspecific 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 ([email protected]). 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). Version1.5

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