Module Details

Module Code: MRKT9023
Title: DMS Research Methods
Long Title: Research Methods for Digital Marketing
NFQ Level: Expert
Valid From: Semester 1 - 2022/23 ( September 2022 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 1 programme(s)
Module Description: This module overviews key tools and methods required for undertaking a significant piece of independent action research in a digital marketing setting.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Assess organisation-wide marketing challenges that may be broached by significant research projects.
LO2 Propose qualitative and quantitative methods OR action research methods for further understanding considerable marketing challenges.
LO3 Undertake mini-literature reviews on identified problems.
LO4 Propose an implementable research strategy to examine complex marketing problems.
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
Literature Reviews
The module will explore the value of literature review and will provide an overview on how to approach undertaking same including approaches to academic writing.
Research Methods
Quantitative and qualitative research methods will be examined with a view to aiding the students understanding of applied research.
Action Research
Students will become familiar with the action research process, investigating the theory of AR and exploration of case studies.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Written Report % of Total Mark 30
Timing Week 8 Learning Outcomes 1,3
Assessment Description
Mini-Literature Review
Assessment Type Written Report % of Total Mark 70
Timing Sem End Learning Outcomes 1,2,3,4
Assessment Description
Project Proposal/Presentation
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
Lecture Contact Action Research Lectures Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Self-directed study Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Lectures Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Self-directed study Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Ranjit Kumar. (2019), Research Methodology: A Step by Step Guide for Beginners, Sage, [ISBN: 9781526449894].
  • Action Research (Principles and Practices). (2011), Jean McNiff, Action Research (Principles and Practices), 3 Ed., 3rd. [ISBN: 0415535263].
  • E.T. Stringer. (2014), Action Research, SAGE Publications, [ISBN: 9781452205083].
Recommended Article/Paper Resources
  • Sage Publications. Journal of Action Research.
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BDMAS_9 Master of Science in Digital Marketing Strategy 1 Mandatory