Module Details

Module Code: MGMT9052
Title: Capstone Project Digital Mkt
Long Title: Capstone Project Digital Marketing
NFQ Level: Expert
Valid From: Semester 1 - 2022/23 ( September 2022 )
Duration: 1 Semester
Credits: 30
Field of Study: 3450 - Business & Management
Module Delivered in: 1 programme(s)
Module Description: The aim of this research project is to allow students to investigate a Digital Marketing problem. Students can carry out primary research that delivers practical implications or
make one or more Action Research interventions, reviewing and assessing the value of these. By doing so the project helps students to capture knowledge and practice Digital Marketing skills in a business setting. At the end of the module the student will be able to research an issue and through a process of iterative experimentation, arrive at a solution.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Assess organisation-wide challenges that have implications for marketing in the digital age.
LO2 Critically evaluate and diagnose problems relating to marketing and sales processes within the organisation placing particular emphasis on digital impact.
LO3 Critically review and synthesise literature and research relating to marketing and sales functions in a digital era.
LO4 Evaluate and address the resulting ethical issues when planning and executing the research project.
LO5 Propose and apply appropriate quantitative, qualitative or mixed methodology research OR an action research methodology for exploration of identified research issues.
LO6 Deliberate on, evaluate and communicate key findings and conclusions from research.
LO7 Critically reflect on the process of research and practice.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Action Research
Students will, through practice, become familiar with the action research process and application of the key aspects of conducting a research project.
Qualitative and Quantitative Research
Students will, through practice, become familiar with qualitative, quantitative and mixed methodology.
Literature Review
Students will, through practice, become more familiar with how to undertake a literature review.
Multi-Media Presentation of Results
Students will, through practice, become familiar with both how to create a poster presentation and how to create a multi-media equivalent (audio, video, screencast etc...).
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Written Report % of Total Mark 10
Timing Week 8 Learning Outcomes 4,7
Assessment Description
Students must prepare an ethics panel submission in keeping with MTU standards and research best practice.
Assessment Type Presentation % of Total Mark 15
Timing Week 11 Learning Outcomes 3,5,7
Assessment Description
A progress presentation which critically evaluates research choices made to date and presents a clear plan to complete the project
Assessment Type Project % of Total Mark 75
Timing Sem End Learning Outcomes 1,2,3,4,5,6,7
Assessment Description
Written report on project detailing the research undertaken given precise detail on key components of the research study. The report may include employer/organisational feedback.The final written report is due at the end of the semester.
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecturer-Supervised Learning (Contact) Contact Project Supervision Every Week 0.50 0.5
Independent & Directed Learning (Non-contact) Non Contact Development of project: Research, Analysis, Conclusions Every Week 41.50 41.5
Total Hours 42.00
Total Weekly Learner Workload 42.00
Total Weekly Contact Hours 0.50
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecturer-Supervised Learning (Contact) Contact Project Supervision Every Week 0.50 0.5
Independent & Directed Learning (Non-contact) Non Contact Development of Project: Research, Analysis, Conclusions Every Week 41.50 41.5
Total Hours 42.00
Total Weekly Learner Workload 42.00
Total Weekly Contact Hours 0.50
 
Module Resources
Recommended Book Resources
  • Ranjit Kumar. (2019), Research Methodology: a step by step guide for beginners, 5th. Sage, [ISBN: 9781526449894].
  • Jean McNiff. (2013), Action Research: Principles and Practice, 3rd. [ISBN: 978041553525].
Supplementary Book Resources
  • Ernest T Stringer. (2013), Action Research, 4th. Sage, [ISBN: 9781452205083].
  • Judith Bell and Stephen Waters. (2014), Doing Your Research Project: A Guide for First-Time Researchers, 6th. McGraw-Hill Education, p.320, [ISBN: 978033521504].
  • Andy Townsend. (2013), Action Research, illustrated. Open University Press, p.142, [ISBN: 0335244440].
  • Patrick J. M. Costello. (2011), Effective Action Research: Developing Reflective Thinking and Practice, 2nd illustrated. Bloomsbury Academic, p.144, [ISBN: 1441133267].
This module does not have any article/paper resources
Other Resources
  • Journal, International Journal of Action Research.
  • Journal, Journal of Marketing Research.
  • Journal, Journal of Marketing.
  • Journal, European Journal of Marketing.
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BDMAS_9 Master of Science in Digital Marketing Strategy 3 Mandatory