This course accompanies MSc Marketing students as they develop and conduct their Master’s thesis research projects. Students engage in critical discussions about their research with peers and faculty throughout the research process: identifying and refining research questions, designing empirical approaches, selecting appropriate analytical methods for qualitative and quantitative data, and translating findings into managerial value.

The course provides a collaborative learning environment where students integrate and apply theoretical and methodological knowledge from across the MSc curriculum. By discussing their own projects as well as their peers’ projects, students develop a comprehensive understanding of the research process and learn how to conduct rigorous and practically relevant marketing research.

The emphasis of this course is to enable students to translate their conceptual marketing know-how into an academic project of practical relevance.

By the end of this course, students will be able to:

• Successfully integrate their marketing and methodological knowledge into a marketing research project.
• Plan a marketing research project of practical and theoretical relevance and importance.
• Provide constructive feedback on their peers’ projects, to defend their own project against critical comments, and to integrate these comments in their current research work.
• Further improve their skills in critical thinking, giving and receiving feedback, and designing effective pitches and presentations.

Part of the course consists of small group break-out sessions. During the online phases, you only need to attend your own assigned session.

We strongly recommend full attendance in all sessions. Minimum attendance requirement to pass the course: 80%

Project-based learning

Grading of this course is based on the following components:

• Written proposal (50%)
• Class discussions (40%)
• Peer feedback quality (10%)

To pass the course, your weighted final grade needs to exceed 60% (marks are assigned in equal percentage increments).

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