MKTG09026 2023 Capstone Project Marketing

General Details

Full Title
Capstone Project Marketing
Transcript Title
Capstone Project Marketing
N/A %
Subject Area
MKTG - Marketing
MKTS - Marketing, Tourism & Sport
09 - NFQ Level 9
30 - 30 Credits
Start Term
2023 - Full Academic Year 2023-24
End Term
9999 - The End of Time
Suzanne Ryan, Catherine McGuinn
Programme Membership
SG_SMARL_M09 202300 Master of Science in Marketing SG_SMARM_M09 202300 Master of Science in Marketing SG_SMARK_M09 202300 Master of Science in Marketing

The capstone project aims to facilitate the learner in drawing together the various aspects of the taught modules with advanced marketing practitioner skills. The capstone project should clearly demonstrate applied knowledge at the forefront of marketing.

The student is required to complete a critical investigation of an area of marketing practice, which will demonstrate their ability to work independently as Masters level. This process is designed to develop the skills and expertise to facilitate the continued professional development of the learner.

Learning Outcomes

On completion of this module the learner will/should be able to;


Select a contemporary applied marketing problem, determine Masters level objectives, review relevant secondary data, generate an appropriate research design.


Complete a review relevant secondary data;


Generate an appropriate research design;


Carry out primary data collection;


Complete data analysis;


Present research findings

Teaching and Learning Strategies

Self-directed learning 

Guidance/direction of a capstone project supervisor


Module Assessment Strategies


Types of assessment:


Capstone Project Report (70%)


Viva (20%) and Poster Presentation (10%) 30%



Repeat Assessments


Capstone Project Report (70%)

Viva (20%) and Poster Presentation (10%) 30%


Indicative Syllabus

1. Identify a marketing problem/challenge. (LO 1)


2. Carry out an extensive search of secondary data in the relevant area of marketing. (LO 2)


3. Design a methodology to address the problem/challenge. (LO 3)


4. Test the proposed method(s). (LO 4)


5. Complete the primary research. (LO 4)


6. Analyse the results and present the findings. (LO 5 & 6)


7. Discuss and evaluate the results. (LO 5 & 6)


8. Recommend marketing practice improvements (with justification). (LO 5 & 6)


The capstone project overview:

Section A: Introduction and problem identification

Section B: Secondary data

Section C: Methodology

Refence should be made to Research ethics.

Section D: Results

Section E: Practice improvement and recommendations


Word count: 20,000 



  • Confirmation participant correspondence
  • ATU Purpose confirmation
  • Copy of research tools


Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Capstone project report Project Assessment 70 % End of Semester 1,2,3,4,5,6
2 Viva and Poster Presentation Coursework Assessment Assessment 30 % End of Semester 1,2,3,4,5,6

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Supervision Not Specified Research Supervision 1 Weekly 1.00
Total Full Time Average Weekly Learner Contact Time 1.00 Hours

Online Learning Mode Workload

Type Location Description Hours Frequency Avg Workload
Supervision Not Specified Research Supervision 1 Weekly 1.00
Total Online Learning Average Weekly Learner Contact Time 1.00 Hours

Required & Recommended Book List

Required Reading
2015 Business Research Methods Oxford University Press, USA
ISBN 9780199668649 ISBN-13 0199668647

An adaptation of 'Social Research Methods' by Alan Bryman, this volume provides a comprehensive introduction to the area of business research methods. It gives students an assessment of the contexts within which different methods may be used and how they should be implemented.

Required Reading
2018-11-05 Business Research Methods
ISBN 9780198809876 ISBN-13 0198809875

Business Research Methods is the complete introduction to doing business research and is an ideal guide for students embarking on a research project. Developed specifically with business and management students in mind, this textbook explores the nature and purpose of business research and the issues it entails, while also providing students with practical advice through "Tips and skills" boxes. In addition to a broad range of relevant examples,the book features a substantial discussion of ethics, and a strong emphasis on the most frequent challenges faced by students, such as choosing a research question, planning a project, and writing it up.Fresh voices and perspectives run throughout this edition. New author, Bill Harley, further internationalizes the book's coverage, based on his expertise in the Australian business and management context. Also hear from Amrit, Jordan, Anna, Ed, and Alex - an additional five students whose personalinsights and advice in the "student experience" feature help you avoid common mistakes, and follow their successful strategies when undertaking your own research project.This edition has been extensively revised, updated, and streamlined. Coverage of E-Research is now woven throughout the entire book to reflect the centrality of internet-based research methods. The book is accompanied by a suite of online resources that include: For students:* Multiple choice questions* Research Project guide * Interviews with students * Data sets * Using Excel in data analysis (in Excel)* Web linksFor lecturers:* Test bank* Discussion questions* PowerPoint slides * Lecturer's guide * Case studies * Figures and plates from the text* VLE cartridge

Required Reading
2022 Business Research Methods Oxford University Press
ISBN 9780198869443 ISBN-13 0198869444

This extremely popular text is the complete introduction to doing business research and is the ideal guide for students embarking on a research project.The authors have extensively revised this sixth edition to make it the most engaging and relevant text available. New chapters on quantitative methods and visual research offer extensive coverage of these areas and even greater practical support in applying these techniques, while cutting-edgematerial on inclusivity and bias in research, feminist perspectives, and decolonial and indigenous research is also introduced.'Student experience' features provide practical tips, presenting personal insights and advice from fellow students to help you avoid common mistakes and follow others' successful strategies when undertaking your own research project. For the sixth edition, the 'Research in Focus' features provide agreater global range of examples, including new case studies from China, Denmark, Germany, Spain, and India, all of which demonstrate how fascinating and essential research can be.Above all else, the book places strong emphasis on those challenges faced most frequently by students, such as choosing a research question, planning a project, and writing it up. Presenting essential topics in a concise way, Business Research Methods will provide you with key information withoutbecoming overwhelming: it is now even clearer, more focused, and more relevant than ever before.The e-book offers a mobile experience and convenient access: book is accompanied by the following online resources:For studentsVideo tutorials covering SPSS, Nvivo, R, and Stata.Self-test multiple choice questions with answer feedbackResearch project guideVideo interviews with students and lecturersLinks to additional resources (articles, data repositories, and third-party guides)Guide to using Excel in data analysisFlashcard glossaryFor lecturersPowerPoint presentationsAdditional case studiesDiscussion questionsLecturer's guide (includes suggested lecture outlines, problem-spotting, and practical teaching tips)Test bank containing multiple choice questionsFigures from the text

Required Reading
2019 Doing Academic Research
ISBN 0367207931 ISBN-13 9780367207939

Online student resource material cab be accessed under the 'Support Materials' tab at https: // Doing Academic Research is a concise, accessible, and tightly organized overview of the research process in the humanities, social sciences, and business. Conducting effective scholarly research can seem like a frustrating, confusing, and unpleasant experience. Early researchers often have inconsistent knowledge and experience, and can become overwhelmed - reducing their ability to produce high quality work. Rather than a book about research, this is a practical guide to doing research. It guides budding researchers along the process of developing an effective workflow, where to go for help, and how to actually complete the project. The book addresses diversity in abilities, interest, discipline, and ways of knowing by focusing not just on the process of conducting any one method in detail, but also on the ways in which someone might choose a research method and conduct it successfully. Finally, it emphasizes accessibility and approachability through real-world examples, key insights, tips, and tricks from active researchers. This book is a highly useful addition to both content area courses and research methods courses, as well as a practical guide for graduate students and independent scholars interested in publishing their research.

Required Reading
2019-04-30 Introduction to Research Methods 5th Edition Robinson
ISBN 1408711052 ISBN-13 9781408711057

Introduction to Research Methods contains everything from developing an initial idea into a proposal, through to analysing data and reporting results. Whether you have to undertake a project as part of your coursework, or as part of your employment, or simply because you are fascinated by something you have observed and want to find out more, this book offers you advice on how to turn your ideas into a workable project. Specifically it will show you how to: *Choose your research methods *Choose your participants *Prepare a research proposal *Construct questionnaires *Conduct interviews and focus groups *Analyse your data *Report your findings *Be an ethical researcher

Required Reading
2023-03-27 Research Methods Pearson
ISBN 1292402725 ISBN-13 9781292402727
Required Reading
2019 Research Methods for Business Students
ISBN 1292208783 ISBN-13 9781292208787

"This accessible and clearly written textbook provides a comprehensive and in-depth treatment of philosophical, methodological and ethical aspects of conducting business and management research. Illustrative case studies drawing on published research studies are used throughout and readers are given multiple opportunities to consolidate their learning through review and discussion questions, quizzes, and other exercises. At the end of each chapter a case study takes the reader through the realities and practicalities of applying the knowledge to a specific student research project. This will be an invaluable guide for all students seeking to understand and undertake business and management research." Professor Natasha Mauthner, Newcastle University With over 400,000 copies sold, Research Methods for Business Students, is the definitive and market-leading textbook for Business and Management students conducting a research-led project or dissertation. The fully revised 8th edition answers key questions such as: How do I choose my topic and design the research? Why is research philosophy relevant to my research? How do I collect and analyse my data? When and what do I need to write? With the 8th edition you will discover: Fully updated chapters incorporating visual methods throughout, detailed insights on drafting the critical literature review, the latest EU data protection regulations, using audio recordings and visual images in observation research, collecting data using diaries, the use of online survey tools, and preparing and presenting an academic poster New cases using up-to-date scenarios at the end of each chapter Boxed examples throughout of research methods in the news, from student research and in published management research A glossary of clear definitions of over 700 research-related terms Practical guidance and opportunities for checking your learning and self-reflection to enable you to progress your own research Detailed chapters on choosing your topic, critically reviewing the literature, understanding philosophies, research design, access and ethics, secondary data, data collection methods and analysis techniques and writing about and presenting your research Teach yourself guides to research software available at with practice data sets About the authors Mark NK Saunders is Professor of Business Research Methods and Director of Postgraduate Research Programmes at Birmingham Business School, University of Birmingham. Philip Lewis was a Principal Lecturer and Adrian Thornhill was a Head of Department, both at the University of Gloucestershire.

Module Resources