Could there be an alternative to the undergraduate marketing student's dissertation?

While recognising the emotional rollercoaster for students embarking on their dissertation and their struggle in selecting research topics, this reflective piece offers a short and thought-provoking reflection on the dissertation topic and support for undergraduate marketing students. The paper raises the question of alternative methods towards supporting undergraduate marketing students with their dissertation. The piece identified key issues that have warranted the questions and provide alternatives for consideration by tutors and academic staff supporting the students. Also, the paper presented the challenges to adopting the alternative methods