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MART480 Dissertation or Case Study

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A dissertation or case study of not more than 8,000 words.

The Honours Dissertation is an opportunity for you to undertake a research project aligned to your personal interests and skills in Marketing. The dissertation spans the academic year and requires you to develop your own project and position it within marketing theory. You will have an academic supervisor for the duration of the dissertation, but the project is your own and, as such, is a fantastic opportunity to develop your knowledge and research skills in marketing.

Paper title Dissertation or Case Study
Paper code MART480
Subject Marketing
EFTS 0.3333
Points 40 points
Teaching period Full Year (On campus)
Domestic Tuition Fees (NZD) $2,226.78
International Tuition Fees (NZD) $10,350.96

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MART 481
Limited to
Enrolments for this paper require departmental permission.
View more information about departmental permission.
Associate Professor Lisa McNeill,
Teaching staff
Co-ordinator: Associate Professor Lisa McNeill
Paper Structure
The dissertation can take different forms. These include:
  • An experimental/pilot/exploratory study
  • An analysis and interpretation of an existing database/set
  • Concept or theory development
  • A case study or industry analysis
  • A replication study
  • Design and testing of an instrument or research method
  • A meta-analysis
  • A content analysis
Teaching Arrangements
The dissertation may not exceed 8,000 words (excluding references and appendices) and should be the culmination of 300 hours of work. The dissertation and the research leading to it are the responsibility of the student. At the beginning of the Honours year, each student is assigned a supervisor. The supervisor's duty is to guide the student and to offer regular and timely comment on their research and writing.
Textbooks are not required for this paper.
Course outline
View the course outline for MART 480
Graduate Attributes Emphasised
Lifelong learning, Communication, Critical thinking, Information literacy, Research, Self-motivation.
View more information about Otago's graduate attributes.
Learning Outcomes

Students who successfully complete this paper will meet the following requirements

  1. Demonstration that the candidate has an understanding of the literature directly related to their research topic and that the candidate is able to engage in a reasonable amount of independent research. The dissertation, of itself, need not make a significant contribution to subject knowledge. Nevertheless, to be successful, the problem will be researched with sufficient rigour
  2. Evidence of the exercise of scholarly judgement
  3. Clear/good presentation. It is not sufficient to satisfy requirements 1 and 2 above; the contribution to knowledge, etc must be suitably organised and documented
  4. Understanding of the appropriate techniques. The candidate must be able to justify the use of the methods employed rather than some alternative methods about which examiners may ask. Thus, the candidate must be able to defend the use of methods of data collection and analysis whether these have been chosen by the researcher or recommended by the supervisor
  5. Critical use of published work and source materials. The candidate must show that they know how to find and evaluate documentary information

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Full Year

Teaching method
This paper is taught On Campus
Learning management system


Stream Days Times Weeks
A1 Tuesday 13:00-14:50 10-12