MG3123 Issues and Controversies in Marketing Final Year Project

Proposal Brief for 2023/24

Brunel Business

Assessment Title: Final Year Project Proposal

Module Leader: Dr. Gurdeep Singh Kohli
Distribution Date: 18 September 2023 (day 1 of Term 1)
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Submission Deadline: 12:00 noon on Thursday 09 November 2023 by WiseFlow

Feedback by : Oral feedback is provided in either the seminar in Weeks 9 and 10 in the seminars ONLY
Contribution to overall module assessment: 0% (This is not assessed; there is no mark for this)
Indicative student time working on
25 hours
assessment:
3 PowerPoint Slides for presentation in seminars in weeks 9 and 10 (uploaded to WiseFlow as a
Word or Page Limit (if applicable):
PDF)
Assessment Type (individual or group): Individual

Main Objective of the assessment

To create and deliver a presentation to your FYP supervisor/seminar peers (maximum 3 slides) of your research proposal in order to get
constructive feedback.

Description of the assessment

You need to create a maximum of 3 PowerPoint slides, submit these as a PDF via WiseFlow by the deadline given above and then present on
them to your supervisor / seminar leader and peers in a seminar as assigned by your supervisor / seminar leader.

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 Here is suggested content for each slide:

Slide 1
Title of the project
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Research Problem – what is the problem you will address in your FYP? You can highlight the problem or opportunity your industry of choice is
currently facing or you can mention who are the target audience and which problem associated with the target audience you will examine in
the final year project. Why is it this worth investigating? (Tip: you may want to find some industry-related statistics from credible sources, to
indicate the scale and scope of the problem/opportunity of interest or social issue that needs further investigation).
Research Gap – what are the current gaps in the academic literature, based on your reading so far? (Tip: the ‘void’ in the literature is due to
limitations associated with the existing literature – what are they? Why should we care?
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Research Question – what is the key question your FYP is pursuing to answer (Tip: remember, this emerges from the research problem and
gaps in the literature)
Research Objectives – what are the key objectives your FYP aims to achieve? (Tip: ensure they are SMART – Specific, Measurable, Achievable,
Realistic, Time bound)

Slide 2
Current academic literature – Provide a snapshot of the most important literature in your field (e.g. the 3 most important journal articles
related to your research). Explain what their theoretical contributions and limitations are. (Tip: In most journal articles, theoretical
contributions are often discussed by the author in the ‘Discussion’ section and theoretical limitations in the ‘Future Research and Limitation’
section – but don’t be restricted to the author’s viewpoint).

Slide 3
Proposed research design/methodology – provide an overview of your chosen research philosophy, mode of reasoning, prospective sample,
data collection and analysis strategies as well as a project plan timeline (e.g. Gantt chart) (Tip: be prepared to justify your choices, since your
supervisor and peers will question this).

Why do we ask you to write and present a Research Proposal?

We ask you to write a Proposal because it is the first step towards writing ‘the real thing’, that is, your Final Year Project Report. The Proposal
is not assessed / does not get a mark/grade, but the Project Report, ‘the real thing’, does. In the Project Report, as per the learning outcomes,
your work needs to have shown how you have “draw[n] on the literature in the field, analyse[d] and interpret[ed] research evidence of a
discipline-specific phenomenon in order to identify a suitable research problem/issue or opportunity to explore”, that you have “identified a
suitable research problem/issue or opportunity, design[ed] and implement[ed] a research investigation/study, use[d] suitable research

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 methods, appropriately justified, and report[ed] efficiently and effectively on the findings, conclusions and (where appropriate) proposals for
appropriate action thereof”. Your work needs also to have demonstrated “that the requirements of responsible ethical behaviour in research
[were] suitably taken into account”.
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What is a Proposal? The Proposal is ‘the story so far’. It is a kind of ‘this is an outline / sketch of what the problem / issue or opportunity is,
and how it is going to be looked at / tackled’. As you will have done little research on the literature in the field (the subject matter, what some
call ‘the topic’), there will only be a brief outline of the literature. And, it will likely not be possible to say, with precision, what the problem /
issue or opportunity actually is at this point. It will be helpful to bear in mind a term / concept from business and management, but which is
eminently appropriate when talking about/doing a Final Year Project, the aims will have to be SMART, that is, specific, measurable, achievable,
realistic and timebound. As you will not have collected any data, you will not have any results, either, at the Proposal stage, to talk about. No
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results means no conclusions. In short, the Proposal is an outline/sketch of what the problem/issue or opportunity is (or might be), and how
it is (or might be) going to be looked at/tackled. And, some suggestions as to what data you might collect, and how. Note the word ‘might’.

Later on, you will have read the literature, will know it well and will have written an overview of it. The problem / issue that you are going to
tackle will then be ‘firmed up’. And, then, you will be able to collect the data, analyse the results, and draw your conclusions. Or, you will have
completely changed your mind about what you want to look at and will abandon what you wrote in the Proposal entirely. Whilst not ideal (for
you), you can do this, if you wish. As this Proposal is only a ‘what will help you to think about what you are doing’ and will, after you have
written it, be filed away in your filing cabinet, so to speak. There are no hard and fast ‘rules’ about when these activities have to be done, or by
when they need to be completed. It depends in part on the Project, and in part on how you choose to work. But, one thing is for sure; you
need to get the whole ‘story’ written up by the deadline for submission of the Final Year Project Report!

Note that it is a Proposal. The word ‘proposal’ does not mean ‘something set in stone, never to be changed’. It is pretty much guaranteed that
the shape/direction of your piece of research/project will change! Why? Because research is like that! When we mark the Project Report will
we look back to the Proposal? Of course not. Why not? Because it will have little if any similarity to the Project Report (the piece of research
will have changed). We ask you to write a Proposal because long experience tells us that if we do not, some students start their Project far, far
too late (and then fail to submit anything at all). Asking you to write a Proposal is a way to ensure that you start from day one. Like all tasks,
‘the beginning’ is often the most difficult bit, and so the earlier you/we make a start, the easier it will be.

Is the Proposal given a mark?

The Proposal is not marked / given a mark. You will present your Proposal in a seminar session to your supervisor and peers and you will
receive constructive and helpful feedback at that point. Please note that this is the ONLY opportunity for you to get feedback on your
Proposal. You MUST attend your seminar - your seminar leader / supervisor will not look at ‘your Proposal’ on any other occasion.

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 In order to provide suitable feedback to you, below is a grid / scheme which allows you to see how near (or how far) you are away from turning
this Proposal into a description of something which has used the literature in order to “analyse and interpret research evidence of a discipline-
specific phenomenon in order to identify a suitable research problem/issue or opportunity to explore”. And, that you have in place a
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reasonable plan of action as to when you are going to do each activity/achieve each milestone along the way.

If I do not submit my Proposal by the deadline, can I submit it later/get an extension?

No. This is because it does not get a mark. So, it is not ‘a normal piece of coursework’. Only ‘normal pieces of coursework’ (ones that get a
mark) are subject to the University’s rules and regulations re late submission/extensions. What will happen if you do not submit your Proposal
by the deadline? You are entitled to discuss your work (your Project) with your seminar leader.
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What input will my seminar leader have to my Proposal?

Please note that seminar leaders do not read your Proposal before you submit it; the learning outcomes of the module require that you make
your own judgements about whether your Proposal meets the necessary requirements. You will, however, have plenty of opportunity to
discuss Proposals during the seminars.

Submission instructions
Coursework must be submitted electronically via the University’s WiseFlow system. The required file format for this report is a PowerPoint file
of the three slides, then a PDF version of this. Your student ID number must be used as the file name (e.g. 0123456.docx). You must ensure
that you upload your file in the correct format and use the College’s electronic coursework coversheet.

If you do not submit your Proposal by the deadline, you are not permitted to submit it at a later date. This is because it is a non-assessed
piece of coursework/it is not given a mark, and so the normal rules and regulations do not apply when it comes to late coursework (these rules
and regulations apply only to coursework which is assessed). However, as the guidance notes explain, you will not be disadvantaged if, for
reasons beyond your control, you have not been able to submit it by the deadline. You will have the opportunity to discuss your work with
your seminar leader during a seminar or office hour (but please do not submit your proposal to them).

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 Marking scheme
There is no marking scheme (this Proposal does not get a mark). This is a helpful checklist for you to see what we are looking for:

A suitable research problem/issue or opportunity to explore. A ‘story’ which identifies, from the literature, a suitable research problem/issue
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or opportunity to explore. A ‘story’ which leads seamlessly from ‘the literature’ to ‘the research problem/issue or opportunity to explore’.
There is an aim/aims and/or objectives. These are expressed as questions or hypotheses or propositions (or however “a … research
problem/issue or opportunity” is termed). This/these are suitably SMART. Our thoughts on it will be one of these:
This is entirely fit for purpose (no further change is needed). 
This is pretty much fit for purpose (only very minor change is needed). 
This is reasonably fit for purpose (some changes are needed). 
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This is quite a way off what is expected/required (much needs to be changed). 

This is so far off the mark that ‘remedial action’ needs to be taken if this is going 
to turn itself into what is required for a Project (you should arrange a one-to-one
meeting with your seminar leader/tutor in order to discuss what needs to be
done).
As this is a Proposal, there is, at this stage, only a hint of any aim/aims and/or 
objectives. There are as yet no questions or hypotheses (or however “a …
research problem/issue or opportunity” is termed), either SMART or otherwise.
That these are not present is in no way ‘bad’ (each student works at their own,
individual pace and there is no ‘right time’ to have done x or y activity). But, that
these are not present means that there is some catching up needed.

Literature in the field (the subject matter, which some might call ‘the topic’), in terms of how much, and its appropriateness. The literature
is plentiful. The literature is wholly appropriate. The literature, where it needs to be, is recent. A review of the literature that likely covers 12–
15 references from reputable sources. A reasonable balance between academic journals, books and other materials. The identification of
some theories/models/frameworks/key concepts from these sources which are particularly relevant. If not presented in the Proposal, an
indication of any other areas of research that you will shortly be looking at. Our thoughts on it will be one of these:
The literature is fit for purpose (no further change is needed). 
The literature is fit for purpose on the whole (only very minor change is needed to 
improve this).
The literature is reasonable (it would benefit from quite a bit of improvement, 
however).

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 The literature is not fit for purpose (much needs to be done to improve this). 
This is so far off the mark that ‘remedial action’ needs to be taken if this is going 
to turn itself into what is required for a Project (you should arrange a one-to-one
meeting with your seminar leader/tutor in order to discuss what needs to be
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done).

Literature in the field (the subject matter), in terms of background, overview, motivation. The background (eg, industry/sector) is explained.
There is some justification as to why there is a need for research into this. Our thoughts on it will be one of these:
This is entirely fit for purpose (no further change is needed). 
This is pretty much fit for purpose (only very minor change is needed to improve 
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this).
This is reasonable (it would benefit from quite a bit of improvement, however). 
This is quite a way off what is expected/required (much needs to be changed). 
This is so far off the mark that ‘remedial action’ needs to be taken if this is going 
to turn itself into what is required for a Project (you should arrange a one-to-one
meeting with your seminar leader in order to discuss what needs to be done).

Literature in the field (the subject matter), in terms of argument, analysis, criticality . The discussion draws on an interpretation and
understanding of the literature. Claims are made. These claims are supported by the literature. The analysis demonstrates insight into the
aspect(s) of business/management that have been chosen to be explored. Our thoughts on it will be one of these:
This is entirely fit for purpose (no further change is needed). 
This is pretty much fit for purpose (only very minor change is needed to improve 
this).
This is reasonable (it would benefit from quite a bit of improvement, however). 
This is This is quite a way off what is expected/required (much needs to be 
changed).
This is so far off the mark that ‘remedial action’ needs to be taken if this is going 
to turn itself into what is required for a Project (you should arrange a one-to-one
meeting with your seminar leader in order to discuss what needs to be done).

Research methodology/methods. An understanding of research methods more generally. An argument is made for the instrument(s)/tool(s)
to be used to gather the data. How the literature in the field (the subject matter) informed its/their design. Justification is provided as to why

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 that/those selected have been chosen (and why others have not). A description of the data collection process, including consideration of the
ethical issues involved (eg, commercial confidentiality, informed consent). How the data/results will be analysed. Our thoughts on it will be
one of these:
This is entirely fit for purpose (no further change is needed). 
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This is pretty much fit for purpose (only very minor change is needed). 
This is reasonably fit for purpose (some changes are needed). 
This is quite a way off what is expected/required (much needs to be changed). 
This is so far off the mark that ‘remedial action’ needs to be taken if this is going 
to turn itself into what is required for a Project (you should arrange a one-to-one
meeting with your seminar leader/tutor in order to discuss what needs to be
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done).
As this is a Proposal, there is, at this stage, only a hint of any research 
methodology/methods. That these are not present is in no way ‘bad’ (each
student works at their own, individual pace and there is no ‘right time’ to have
done x or y activity).

Research methodology/methods; industrial or commercial contacts. If relevant (this will likely apply to only a few Projects), an indication of
where and how data will be gathered. How access will be gained to either stakeholders or data. Our thoughts on it will be one of these:
This is entirely fit for purpose (no further change is needed). 
This has been fully taken into account (there appears to be no issues of concern 
here).
This has been taken into account, but there may be one or two issues of concern 
here.
This has been taken into account, but there are some major issues of concern 
here.
This is so far off the mark that ‘remedial action’ needs to be taken if this is going 
to turn itself into what is required for a Project (you should arrange a one-to-one
meeting with your seminar leader in order to discuss what needs to be done).

Professional presentation, accuracy of citations/references, accuracy of language. Professionally presented, adhering to requirements
described in the study guide/other documentation. Citations/references are 100% correct. Graphs, charts, illustrations and/or tables, if
included, are appropriate (there are titles and sources included). No errors at sentence level (no spelling mistakes, no grammatical and/or

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 other errors). Our thoughts on it will be one of these:
This meets every criteria in all respects (no further change is needed). 
This meets most criteria (only very minor change is needed). 
This meets few criteria (this aspect needs quite a bit of improvement). 
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This is quite a way off what is expected/required (much needs to be changed). 

Project plan, timetable of activities. Activities and key deadlines are detailed on a weekly basis. There is a realistic timetable (eg, periods
needed for literature review, collecting data, analysis of results, writing the concluding chapter). Major milestones are identified. This might
be illustrated by a simple diagrammatic work plan (GANTT chart) or similar. Just a reminder; this is not included in the word limit. Our
thoughts on it will be one of these:
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It all looks sensible, realistic, do-able (no further change is needed). 

It all looks reasonably sensible, realistic, do-able (some further change is needed, 
though).
It does not look sensible, realistic, do-able (some major change is needed). 
This is either not fit for purpose (much needs to be changed) or is missing. 

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