Essay on Specialised Project Introduction

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This essay will serve to introduce the topic of my Specialised Project and will highlight the structure that will be used to present its findings as well as briefly discuss the nature of each section and how it will relate to my final project.

Given the subject matter of the dissertation it is apparent that a thesis is a suitable structure in which to explore the hypotheses that will be put forward. It will consist of a combination of theoretical and empirical research, i.e. based on observation and experiment. The experimental data will be gathered from observing a real life project aimed at marketing an artist’s campaign within the music industry and by closely monitoring the success or otherwise of the techniques discussed in the following thesis.
The thesis will comprise of the following structure:
Introduction Context & Theoretical Background
Literature review
Methodology, including Practical Element


The abstract gives the reader a brief overview as to what the thesis is trying to prove and the topics that it covers. A possible abstract for this dissertation could be: “This thesis describes the concept of Slipstream Marketing and its application within the music industry. It seeks to assess its performance compared with traditional marketing techniques. The performance of Slipstream Marketing techniques will be measured by gathering data from an actual artist’s marketing campaign centred around the forthcoming football World Cup. Data will be collected from this case study through various methods and used to prove or disprove the hypothesis. The dissertation hopes to define Slipstream Marketing’s role within the music in...

... middle of paper ...

Sutherland, M. & Holden, S. (1997). ‘Slipstream Marketing’. Journal of Brand Management. [online]. June 1997 issue. Available from: [Accessed 29 November 2009]

Sutherland, M. & Sylvester, A.K. (2000). ‘Advertising and the Mind of the Consumer: What Works, What Doesn’t and Why’. (II). Australia. Allen & Unwin.

Godin, S. (2008). ‘Tribes: We Need You To Lead Us’ (I). UK. Piatkus.

Brogan, C. Smith, J. (2009). ‘Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust’. (I). John Wiley & Sons.

Godin, S. (2002). ‘Unleashing the Ideavirus’. (I). US. Simon & Schuster.

Oshinsky, D. (2008). ‘2008 Summer Opympics Blog’. [online]. Available form: [Accessed on: 6/11/09.]

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