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BMM 646 Analysis for Dissertation Research: Lecture 1 - Introduction

Geoff Parkes

BMM 646 Analysis for Dissertation Research: Learning Outcomes

Understand the importance of information and research in marketing decisions, and the stages involved in the marketing research process.

> Assess different marketing research concepts and techniques and be able to distinguish between exploratory, descriptive and causal research. > Critically assess decision making and using appropriate tools, be able to select the most appropriate mix of techniques. > Examine how research influences strategy in todays organisations.

BMM 646 Analysis for Dissertation Research: Some Examples

The Strategies in Competitive Positioning: a Case Study of KFC in China

An Analysis of internal marketing options to promote pension products for an insurance company in India Consumer Preferences and Approaches of Major Players in the Indian Branded Snack Food Industry

Exploring Marketing strategies of Multinational Retailers in China: A case Study of Carrefour

BMM 646 Analysis for Dissertation Research: Supervisors

In order for us to allocate Supervisors you must select from a range of Dissertation Research Project Topics posted on Blackboard. Please select 3. The Marketing Group will endeavour to allocate one of your first three choices of topic, but please remember this may not always be possible. You must submit your selection by Friday 5pm Week 5 of Term 1. You will be given details of how to submit your selection. You will then be allocated a supervisor in Week 7 of Term 1

BMM 646 Analysis for Dissertation Research: Assignment

This module will be assessed via a Dissertation Research Project Proposal worth 100% of the final grade, together with completed Ethical Approval Form submit to Exams Office by Friday 4pm of Week 4 Term 2.
The Dissertation proposal should describe the marketing topic and analysis (Blackboard Template)

The Proposal must be a maximum of 2000 words (excluding Appendices).

A Marking Criteria Guide is also on Blackboard.


Lecture Content



Lee and Lings Chapter 1

Mr Geoff Parkes The Literature Review

Lee and Lings Chapters 4

BMM 646 Analysis for Dissertation Research: Module Programme

Professor Nick Lee Secondary Resources: Finding Library Workshops and Referencing Information timetable


Library and Information Services Introduction to Qualitative Lee and Lings Chapters 9 and Research 10 Dr Ian Combe Introduction to Research Quantitative Lee and Lings Chapters 11 and 12

Dr Andrew Farrell Theory and Practice Guest Speaker Dr John Rudd discusses the integration of theory and practice Managing your Supervisor Mr Geoff Parkes Supervisor Office Hours Summary and Assessment Course Notes Details Mr Geoff Parkes

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BMM 646 Analysis for Dissertation Research: Dissertation Guidelines