MK4T13 - Strategic and Digital Marketing Major Research Project 01 Sep 2025 - 31 Aug 2027 | Version 1

Associated Module Information

Module Code: MK4T13
Module Title: Strategic and Digital Marketing Major Research Project
Faculty: Faculty of Business and Creative Industries
Faculty Group: Fashion, Marketing and Photography
Faculty Sub Group: Marketing
Module Leader: Sofia Christidi
Module Team: Michael Parsons, Jackie Harris, Adeyemi Aromolaran, Lai Law, Steven Wright
First Intended Intake: SEP 2025 Final Year of Intake: 2026
Date Closed:
Credit Value: 60 Credit Level: 7
Language: English
Percentage of Module Taught in Welsh: 0
Equivalent Module:
HECOS codes: 100075 - marketing 100078 - business and management
HECOS Code Weighting: 90 10

Document Version Information

Version 1
Valid From 01 Sep 2025
Valid To 31 Aug 2027

Module Aims

·  To allow students to develop a deeper understanding of their area of specialisation

·  To provide students with an opportunity to undertake a Strategic and Digital Marketing Research Project

·  To further develop students’ abilities to produce an extended piece of formal written work

·  To professionalise career skills

Content Summary

The Strategic and Digital Marketing Research Project is a substantial, student-led investigation into a topic within strategic and digital marketing. It may be academically focused—targeting a scholarly audience through original research and critical enquiry—or practice-based, involving real-time observation, outcome reporting, or reflective analysis of professional practice.

Students will define a clear research aim, construct a focused literature review, and apply appropriate methodologies to analyse both primary and secondary data. The project supports the evaluation and critique of theories, models, and assumptions, enabling students to interpret and synthesise complex information to address a defined problem.

This project represents the integration and application of prior learning to a meaningful challenge, demonstrating initiative, responsibility, and systematic project management in developing strategic marketing solutions.

Learning and Teaching Methods

Activity Type Hours
Lecture 6
Project supervision 9
Independent Study 435
Directed Study 150
Total Hours Selected 600

Learning Outcomes

# Learning Outcome
LO1 Compile and submit a proposal that outlines the suitability of the proposed topic, aim, literature review, methodology of the study
LO2 Evidence analytical skills, based on a thorough and systematic approach to the handling of primary and secondary data
LO3 Evidence the ability to evaluate, appraise and critique new ideas, models and concepts, and to identify any biases and assumptions inherent in these
LO4 Evidence the skills of unravelling complex ideas and problems, interpreting and synthesising these effectively to add to understanding within an area of application of learning, knowledge, skills to an identified problem solution
LO5 Evidence the development of personal initiative, attitudes of responsibility, and systematic approaches to problem solving and project management

Module Requisites

N/A

Assessment Criteria

Assessment Category Assessment Type Description Duration Word Count Weight (%) Best of? Pass Mark
Asynchronous Assessment Research Plan / Proposal / Project/ Log 1 Project Plan 0 1000 20 No 40
Asynchronous Assessment Dissertation / Major Project 1 Strategic and Digital Marketing Research Project 0 14400 80 No 40

Assessment Matrix

Assessment Type Learning Outcomes
LO1 LO2 LO3 LO4 LO5
Research Plan / Proposal / Project/ Log 1 ✔ ✔ ✔ ✔ ✔
Dissertation / Major Project 1 ✔ ✔ ✔ ✔ ✔

Reading List

Betteke, V. R., Vercic, A. N. and Vercic , D. (2016) Public Relations Metrics: Research and Evaluation. Routledge Balnaves, M. and Caputi, P. (2001) Introduction to quantitative research methods: An investigative approach. Sage Carson, D., Gilmore, A., Perry, C. and Gronhaug, K. (2001) Qualitative marketing research. Sage.

Clegg, F., 1982. Simple statistics: A course book for the social sciences. Cambridge University Press Clow, K.E. and James, K.E., 2014. Essentials of marketing research: Putting research into practice. Sage

Collis, J. and Hussey, R. (2013) Business research: A practical guide for undergraduate and postgraduate students. Palgrave Macmillan Creswell, John W. Research Design, Qualitative, Quantitative and Mixed Methods approaches, Sage

Daymon, C. and Holloway, I. (2010) Qualitative research methods in public relations and marketing communications. Routledge Easterby-Smith, M., Thorpe, R. and Jackson, P.R., 2015. Management and business research. Sage

Farris, P., Bendle, N., Pfeifer, P. and Reibstein, D. (2017) Key marketing metrics: the 50+ metrics every manager needs to know. Pearson UK Flick, Uwe, Introducing Research Methodology Sage Publications: https://study.sagepub.com/flickirm3e

Gill, John & Johnson, Phil , Research Methods for Managers Paul Chapman Publishing, ISBN 185396350X

Grigsby, M. (2018) Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques. Kogan Page Publishers Godfrey, J., 2020. The student phrase book: Vocabulary for writing at university. Red Globe Press

Harding, J. (2013) Qualitative data analysis from start to finish. Sage

Hemann, C. and Burbary, K. (2017) Digital marketing analytics: Making sense of consumer data in a digital world. Pearson Education Horn, R., 2012. Researching and writing dissertations: A complete guide for business and management students. Kogan Page Publishers Hall, R, Mixing Methods in Social Research, Qualitative, Quantitative and Combined Method, Sage Publications

HBR Guide to Data Analytics Basics for Managers (HBR Guide Series)

Jones, Rhys, Essential Maths Skills for Exploring Social Data, Sage Publications: https://study.sagepub.com/jones Kolb, B., 2018. Marketing Research: A Concise Introduction. SAGE

Sage: Little Quick Fix series (e.g., Gather your data online; get your data from social media; Use your interview data; understand probability; present your research; statistical significance; do your interviews; see numbers in data)

Salmons, J.E., 2015. Doing qualitative research online. Sage Silver, M.S., 1997. Business statistics. McGraw-Hill

Spiller, L, Direct, Digital & Data-Driven Marketing, Sage Publications: https://study.sagepub.com/spiller5e Stacks, D.W. (2016) Primer of public relations research. Guilford Publications

Strong, C., 2015. Humanizing big data: Marketing at the meeting of data, social science and consumer insight. Kogan Page Publishers. Theobald, O, Data 2019, Data Analytics for Absolute Beginners: Make Decisions Using Every Variable: (Introduction to Data, Data Visualization, Business Intelligence & Machine Learning)

Yin, R.K. (2018) Case study research and applications: design and methods. Sage Publications (6th edition)