DISSERTATION - Tutorial 2

I managed to create a structure for my dissertation before this tutorial and email it to Richard as requested, however, I didn't get round to actually writing anything or drafting up the first chapter as suggested. This wasn't too much of a problem it turned out as we got to talk about some ideas that I had developed from my research visit to NIKETOWN in London over dissertation week and we also refined the structure of my dissertation.

Here are the notes I took from the tutorial.

• change from 4 chapters to 3 chapters
• consumerism branding
• start chapter 1
• ask support how to structure that chapter
• introduction
• main body
• 4 or more theories of branding in consumer culture
• conclusion
• relates back to title
• Can use a variety of examples (don't go mad)
• famous brands - Pes soap
• brands associating itself with something else
• expand on methodologies

Richards notes and feedback.

• amended dissertation to focus on three chapter structure.
• 1 - brand theory and consumer culture
• 2 - NIKE and cool branding
• 3 - case studies
• Chapter 1 (2000 words) - use a variety of examples
• intro
• main body
• 4 or more theories
• conclusion
• relate back to title
• link to next chapter
• By next tutorial - start chapter one

So basically this was a good tutorial and I don't feel as behind on the work as I did beforehand and I just need to draft my first chapter for the next tutorial and we can go from there.

DISSERTATION - 1st tutorial

This was the first of my six half hour tutorials for my dissertation. I felt quite under prepared for it as I haven't done copious amounts of reading and I don't have any sort of structure planned out for my topic and content. Fortunately Richard and I managed to discuss quite a bit and it really helped to verbalise some ideas. As we picked apart the topic and asked some fundamental questions, it made the direction of my dissertation more clear.


These are the notes I took during the tutorial, some are brief but others I've tried to expand on.


When do I bring the case study into my dissertation? Does it come in straight away or do I make a few analytical points first?

At the end. Make general points on the methodologies to begin with then direct it towards the specific with you case study.



Look at the the first two chapters of Naomi Kliens 'No Logo' and read the chapter on the marketing of cool.

Analyse consumer culture and apply brand theory to the NIKE franchise - use  no logo chapter one and two and the documentary 'The Century of Self'


Plan of action

define methodologies
set up dyslexia tutorial sessions
use appropriate theories
speak to Lisa about Vans - similar topic for dissertation
watch century of self again and take notes - extract useful parts and quotes and ideas
look at the consumption reader

1st task - take the shell structure we discussed and add flesh to the bones of it in bullet points

2nd task - email it to Richard ASAP

3rd task - book second tutorial, roughly 2 weeks time



Richards feedback sheet