How to write a marketing dissertation

Familiarisation with the Concept of a Marketing Dissertation

A marketing dissertation is a substantial and serious analytical evaluation of a specific marketing principle, scenario or paradigm. It may examine marketing within either a macro or a micro economic climate, at a local, national or international level.
The marketing dissertation makes a contribution to existing knowledge concerning the specific aspect of marketing selected to research and investigate. It can challenge or reinforce existing understandings, but ideally it should extend and enlarge the body of existing literature and knowledge that pertains to the particular facet of marketing for consideration.

Familiarisation with the Components of a Marketing Dissertation

In order to achieve the above goal, it is essential to understand the components of a marketing dissertation. The components are fairly standardised with only minor variations across different academic institutions and countries. The purpose of the standardised components of a marketing dissertation is to bring a sense of academic discipline to the research process, so that academic peers can make an informed assessment regarding the relative value of the dissertation’s findings.
The components have alternate names in academic circles, but are usually recognisable as the following categories: Abstract/Executive Summary; Introduction; Literature Review; Research Methodology; Research Findings; Discussion; Limitations; Conclusions; Recommendations; Bibliography and Appendices.

Familiarisation with the Structure of a Marketing Dissertation

Since the abstract of the marketing dissertation addresses both the intention of the study as well as the achievement of what was undertaken, it is recommended that the first part of this section be written prior to and subsequent to the literature review, while the second half of the section be reserved until after the research, discussion and findings have been identified, so that the marketing dissertation writer has the benefit of hindsight to compose an accurate abstract or executive summary. The literature review must be informed by the broad focus of the marketing dissertation, setting broad parameters or limits to the field of marketing inquiry for ongoing research. When the literature review is being undertaken, its aim is to identify key ideas, marketing theories and marketing case studies which impinge upon the broad area of marketing for investigation. For the review to be effective, it must be based upon a reading list of academically, peer reviewed journals and academically serious texts which are widely regarded as having an authoritative contribution to the given field.
The findings of the literature review should inform the research methodology, as well as the focus of the dissertation which will be outlined in the Abstract/Executive Summary. An effective review will highlight conflicting research findings and will focus the purpose of the present marketing study and perhaps suggest its limitations. It is recommended that the length of the literature review comprise about one fifth of the complete dissertation. Sufficient sources should be addressed to fairly and fully reflect competing views. The final part of the literature review will list the primary research questions, which will form the basis of the marketing dissertation.
The Research Methodology component of the marketing dissertation indicates the choice of research method determined by the nature of the research questions and the preferred research design. In the field of marketing, qualitative research is a favoured method to evaluate real time marketing aims, processes and outcomes.
The case study approach to the research design has the appeal of allowing the researcher to control variables of market research; market position via SWOT or PEST analysis; product choice; consumer, customer or client relationship with the marketer; choice of marketing strategies; and methods of marketing evaluation and feedback. The reasons for the choice of research method should be stated and the procedures for the collection of all research data should be clearly and concisely outlined.
Data collection methods may include conducting surveys, direct interviews and filmed observations, which can then be subjected to appropriate statistical analysis, isolating and controlling known variables to maximise the reliability to results.
The ethical and confidentiality issues potentially encountered in the study must be clearly identified. This pertains to the manner in which surveys are conducted, the nature of the disclosure of the purpose, method and intention of the study, so that the subjects of the research are fully informed as to the use of the data that will be collected. The sensitivity of the information collected must be maintained. This pertains to the marketing performance of real marketing companies Anonymity should be promised and the experimental design should protect it. Under no circumstances can confidential data on company performance be disclosed in a manner that discredits or damages a company’s future prospects or performance.
The problems and difficulties experienced during the process of conducting the marketing dissertation research should be carefully recorded throughout the process of undertaking the research. These difficulties may be related to the unpredictability of subject reactions and responses; the detection of variables unforeseen at the planning stage of the experimental design; the difficulty securing sufficient experimental subjects; the challenge of contriving real life simulated conditions in which marketing occurs; or the inherent bias resulting from a marketing company’s awareness that they are being subjected to scrutiny.
The research findings and discussion of results is a critical phase of how to write a marketing dissertation. This component of the marketing dissertation could amount to a third of the overall length. It may be separated into two portions, including the analysis and evaluation of the findings, followed by the discussion of their significance. The analysis and ensuing discussion must make reference to the significant ideas raised both within the Literature Review and with the evidence compiled by the research you conduct. A concise summation of findings can neatly conclude this section.
The conclusion and recommendations section of the marketing dissertation may be relatively brief, as much of the analysis and assessment of the data occurred within the findings and discussion section. The purpose is to assess how effective you think your research project has been and to outline suggested ways that future research may consolidate and advance what you have accomplished. The conclusions should ensure that the aims of the study have been clearly addressed.
The Bibliography section must systematically list all resources used directly within the marketing dissertation. This is formatted according to the citation style approved by the respective institution to which you will submit your marketing dissertation for evaluation.
Finally, the Appendices will contain statistical results, graphs tabulating and recording research results, as well as summaries of your survey, interview and observational results. Neither the Bibliography, nor the Appendices are included within the word count set.

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