Approaching the final semester of MSc Marketing, every student faces an important choice: Which should we choose for the summer project? Dissertation or Business Consultancy Project. They are not only different in format, but in two learning pathways, which can also shape how you develop your skills and prepare for your future. Therefore, before making your own decision, it is essential to take time to understand the objectives of each option and to reflect on your interests and career goals.

Dissertation is an academic research project in which students develop a focused topic on their own. After reviewing the prior literature to identify the research gap, students design and conduct primary research and answer the research questions through data analysis. This process allows students to develop critical thinking, research skills and a deeper understanding of a specific marketing topic. In comparison, Business Consultancy Project (BCP) focuses on more practical and managerial aspects. Students work in groups to analyse and propose strategy suggestions based on a live business problem by a real business client. It also provides valuable experience in teamwork, client communication, and translating theory into actionable strategies.

Their main difference is that Dissertation is more like answering a specific marketing question, emphasising theory and in-depth analysis, while BCP focuses on solving a business challenge through strategic thinking and application. In other words, the former is close to the role of a researcher, and the latter is a consultant.

While making my decision, I considered my career goals and learning preferences. Since I aim to specialise in brand management and have previous internship experience in the same industry as this year’s client, I tend to choose the one that would allow me to engage directly in real business contexts and strategies. I also saw this as a chance to challenge myself in a more dynamic environment. Additionally, I enjoy teamwork and problem-solving, which is why I selected BCP as my final project to apply the knowledge and skills I acquired in MSc Marketing.

The suggestion I want to give prospective students is that there isn’t a single best choice; rather, there is one that is more suitable for you. If you have a strong interest in a specific issue, enjoy working independently, and would like to prepare for a PhD, Dissertation may be a suitable choice. If you enjoy creating recommendations, presenting ideas and would like to engage with real organisations, BCP may better meet your needs.

Additionally, whichever you choose, AMBS and the programme provide a comprehensive support system, including taught workshops and subsequent consultation and feedback from your supervisor. You won’t work entirely on yourself. Instead, you will gradually complete the project with structured and guided assistance. This support helps reduce uncertainty and make the experience manageable, making me feel reassured when making the decision.

I really appreciated this flexibility in the summer project. We can choose the most suitable learning pathways based on our interests and career planning, since this is not only an academic final project, but also an important opportunity to connect with our future prospects.

Written by I-Ting Lee, a current MSc Marketing student.

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