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80 International Marketing Research Topics

FacebookXEmailWhatsAppRedditPinterestLinkedInAre you a student searching for intriguing research topics in international marketing? Look no further! We understand that choosing the right research topic is crucial to your academic journey, and we are here to assist you with a comprehensive list of thought-provoking and relevant topics in international marketing. Whether you are intrigued by the influence […]

Are you a student searching for intriguing research topics in international marketing? Look no further! We understand that choosing the right research topic is crucial to your academic journey, and we are here to assist you with a comprehensive list of thought-provoking and relevant topics in international marketing.

Whether you are intrigued by the influence of culture on marketing strategies, delving into cross-cultural consumer behaviour , analyzing the challenges of market entry in emerging economies, or fascinated by the evolving landscape of global digital marketing , our list is designed to inspire and guide you towards finding the perfect research topic. So, let’s embark on an exciting exploration of international marketing together, uncovering new insights and shedding light on the intricacies of global business and consumer behaviour.

A List Of Potential Research Topics In International Marketing:

• The role of digital marketing in promoting UK products and services internationally.
• Digital transformation in international marketing: lessons learned from the COVID-19 pandemic.
• E-commerce and global market expansion: success factors and challenges.
• Digital disruption in international marketing: adaptation and innovation.
• Cross-border e-commerce in the UK market: trends, challenges, and opportunities for international marketing.
• The role of artificial intelligence in personalized international marketing campaigns.
• The influence of cultural factors on UK consumer preferences for global brands.
• Cultural adaptation of advertising strategies in international markets.
• Global supply chain management and its influence on international marketing.
• The influence of cultural values on green marketing initiatives in global markets.
• The role of virtual reality and augmented reality in enhancing international marketing experiences.
• Branding strategies for global startups: building trust and recognition.
• E-commerce acceleration and its effects on global market expansion in the post-COVID era.
• Global product localization: balancing standardization and adaptation.
• The impact of Brexit on international marketing strategies: a case study of UK-based companies.
• Market entry strategies in emerging markets: a critical review of success factors and limitations.
• The role of artificial intelligence and machine learning in optimizing international marketing strategies.
• Consumer trust and confidence in international brands in the post-COVID world.
• Ethical issues in international marketing: a systematic review of research literature.
• The impact of COVID-19 on consumer behaviour and its implications for international marketing strategies.
• Consumer attitudes towards sustainability and ethical branding in the post-covid world.
• Consumer trust in international e-commerce: building and maintaining trust.
• Market segmentation and targeting in global markets: approaches and challenges.
• Personalization and localization of marketing messages in cross-cultural contexts.
• Crisis communication and brand reputation management in the post-COVID global business environment.
• The effects of global economic integration on international marketing.
• Consumer behaviour in cross-cultural online shopping: a literature review of critical factors.
• The effectiveness of celebrity endorsements in international advertising.
• Social media engagement and community building in the post-COVID international marketing landscape.
• The role of artificial intelligence in international marketing: a review of applications and implications.
• The role of emotions in international consumer decision-making.
• Ethical considerations in international marketing: addressing cultural differences.
• The role of social media in building international brand communities: UK case studies.
• Sustainable marketing practices in the post-COVID era: balancing health and environmental concerns.
• The effects of UK cultural values on international marketing communication strategies.
• The relevance of influencer marketing in a post-covid world: changes and adaptations.
• The role of influencers in shaping consumer behaviour in emerging markets.
• Health and safety considerations in international tourism marketing post-covid.
• The impact of cross-cultural advertising appeals on consumer attitudes and purchase intentions in international marketing.
• Building and managing global brand equity: strategies for international marketing success.
• International distribution channels: trends and challenges in a digital era.
• Digital marketing trends in global markets: a review of recent developments and future directions.
• Cross-border mergers and acquisitions: implications for marketing strategies.
• Online consumer reviews and their impact on international brand reputation.
• The impact of tourism marketing on the UK economy: case studies of destination marketing campaigns.
• International branding strategies for luxury products: a comprehensive review of best practices.
• Cross-border consumer perceptions of brand trust and authenticity in the post-COVID era.
• Sustainable marketing practices of UK companies in international markets.
• Internationalization strategies of UK startups: case studies of successful market expansions.
• The role of corporate social responsibility in enhancing UK brand reputation internationally.
• The impact of influencer marketing on international consumer behaviour.
• Cross-cultural advertising appeals in international marketing: an integrative review of approaches.
• The role of social media in international marketing campaigns: trends and best practices.
• Influencing factors in cross-border e-commerce adoption: a comparative analysis.
• International pricing strategies: adaptation and standardization.
• International marketing strategies for luxury goods: exclusive vs. Inclusive approaches.
• The impact of globalization on consumer perceptions of luxury brands.
• Cross-cultural consumer behaviour in the UK market: implications for international marketing.
• Market entry strategies of UK firms in emerging markets: lessons and insights.
• The role of corporate social responsibility in international branding.
• The influence of political factors on international marketing strategies.
• The impact of social media influencers on international branding: a review of research findings.
• Cross-cultural differences in advertising appeals: insights for international marketers.
• The influence of remote work and digital nomadism on international marketing approaches.
• The impact of cross-cultural communication on international marketing effectiveness.
• Building resilience in international supply chains: strategies and adaptations post-covid.
• Market entry strategies for small and medium-sized enterprises (SMEs) in global markets.
• International market research methods: advancements and best practices.
• Customer relationship management (CRM) in global marketing: strategies and technologies.
• International branding strategies of UK companies: case studies of successful global brands.
• Sustainability in international marketing: a systematic review of practices and challenges.
• The rise of contactless payments and its influence on international marketing strategies.
• Brand equity and international brand extensions: success factors and risks.
• Using influencer marketing by UK brands in international markets: case studies and effectiveness.
• Sustainable marketing strategies in global markets: challenges and opportunities.
• Reshaping international advertising: cultural sensitivity and responsiveness post-covid.
• Consumer perception of country-of-origin in international branding.
• The influence of country-of-origin on consumer perceptions: a review of empirical studies.
• Exploring new markets and market entry strategies in a post-covid business landscape.
• Reshaping international travel marketing: strategies to encourage confidence and recovery post-covid.

In conclusion, this comprehensive list of international marketing research topics provides many options for students pursuing dissertation research at different degree levels. From exploring the impact of culture on marketing strategies to investigating the role of digital transformation in the post-COVID era, these topics offer a solid foundation for conducting in-depth studies in international marketing. Embarking on a dissertation journey with these research topics as a starting point will undoubtedly pave the way for insightful findings and significant contributions to global marketing.

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Marketing Dissertation Topics

Marketing is a broad and exciting field of study that intertwines with related subjects such as Psychology, Sociology, Business, and even Anthropology.

The field of marketing is always evolving, so there are plenty of ‘gaps’ in the literature to be filed by budding marketing students – whether you’re an undergrad or postgrad!

To help in the preparation of your marketing dissertation, this article suggests marketing dissertation topics that you could base your research on. These subject areas include relationship marketing, branding, direct marketing, international marketing (including influencer marketing), social listening, consumer psychology, online marketing, mobile marketing, marketing mix, social networks and marketing ethics.

Relationship Marketing Dissertation Topics

Branding dissertation topics, direct marketing dissertation topics, cultures and marketing dissertation topics, consumer psychology and marketing dissertation topics, online marketing dissertation topics, mobile marketing dissertation topics, the 4ps (price, product, promotion, place) of marketing mix.

• Social Networks and Marketing Dissertation Topics

Ethics in Marketing Dissertation Topics

Relationship marketing refers to the use of relationships rather than purely transactional means, while focusing on long term customer engagement. This lets companies acquire customers, while also maintaining customer loyalty that results in repeat custom for the firm. It is an important area for modern businesses, and a topical area on which to base your marketing dissertation with highly diverse topics:

• Digital relationship marketing in the age of COVID-19: Analysing the importance of personalisation and customisation.
• Generating customer loyalty through high-value content creation – a case study of UK fitness brands.
• What are the challenges for Tesco’s loyalty card scheme in today’s competitive business environment?
• Are switching costs effective barriers to customer retention in the airline industry?
• How can Amazon.com charge a premium price by using its diverse set of services and products?
• What are the motivations and expectations behind loyalty schemes for businesses to attract customers in the long run?
• To what extent does Café Nero’s app foster customer loyalty?
• How and why can relationship marketing be used to attract new customers through social media?
• How does product quality affect customer loyalty among high and low contact products?
• Can luxury goods retailers prevent barriers to switching by locking in customers through a unique set of services and products?
• How do retailers cope with polygamous behaviour among consumers?
• How does customer loyalty at Waterstone’s change when customers shop at their online store rather than in the high street as compared to customers of Amazon.com?
• In what ways does Waterstone’s improve its customer loyalty through its online store and smartphone apps?
• How can companies adopt social media for successful development of relationship marketing with customers?
• What are the challenges for small companies when adopting social media for increasing customer loyalty?
• Using smartphone apps to attract and retain new customers: Advantages and challenges for MNCs.
• Exploring the efficacy of customer service chatbots – helpful or frustrating?
• Exploring the effectiveness of online consumer tribes: A case-study of Tarot reading and personal development industries.

Branding is the promise of a company to its customers. Branding is an umbrella term to refer to a wide body of literature examining how businesses can use their brands to achieve a competitive advantage, through building brand equity, launching brand extensions, managing global brands, and so forth. Marketing dissertations on branding could be based on the following topics:

• An examination of the relationship between perceived risk and brand equity: A comparison of supermarket retailers in the UK.
• How does innovation impact consumer brand resonance? A case study of hospitality brands who were forced to innovate as result of COVID-19.
• Do consumers really understand a company’s brand values? The case of Starbucks vs McDonalds.
• How does the relative importance of tangible and intangible brand values vary across product types?
• Using digital methods to increase brand salience – a case study approach.
• Do leading brands need to have the products which attract a large number of customer segments?
• How is brand image affected by product availability for SME?
• Can the brand image be transferred between sectors? The case of Virgin Cola in the UK.
• How does unethical behaviour affect the brand image? The cases of Shell, Nike and Starbucks.
• How do firms use corporate social responsibility to build brand equity? The case of Body Shop.
• How can innovations sustain brands through the use of social media marketing?
• Can brand equity be transferred to a supermarket’s own branded products in the low-price segments?
• Using social media marketing to attract customers to brands of small companies.
• How can companies use smartphone apps to improve brand equity? The case of Starbucks and Café Nero.
• Targeting customers in ethnic markets: The case of Indian food customers in the UK supermarket sector.

The world of direct marketing is changing rapidly, as new technologies and social media allows companies to connect directly with the customer. This involves a wide range of tools and techniques that can be used to target consumers in a predominantly transactional manner. Direct marketers rely on information and a series of direct marketing media such as direct mail, magazines, newspapers, TV/radio, co-ops, telemarketing/teleservices and increasingly social media to disseminate their messages and acquire new customers. We have provided some suggested topics on direct marketing based on current trends, which you could use for your marketing dissertation:

• How do Tesco and Body Shop use their loyalty schemes to sell directly to the customer?
• How does the importance of factors that influence online selling vary according to product type in the services industry in the UK?
• Do customers respond differently to short and long-term offers in a competitive online environment? The case of online book sales.
• In what ways do free online chat rooms influence consumers’ response to direct sales promotions in social media environments?
• Assessing the effectiveness of beauty brands’ direct marketing via YouTube.
• How does the nationality (accent) of telemarketers influence customer response in an increasingly diverse international selling environment?
• Do consumers know how to protect themselves from unscrupulous direct marketing tactics used by social media marketing companies?
• How does message length affect the success of direct marketing messages? A comparison of online and offline mediums.
• Can direct online and social media marketing be used to build customer relationships or is it simply a transactional medium to acquire new customers in the short run?
• Can online marketing be as effective as a group-orientated tool as it is an individual-orientated one?
• How do prospecting methods differ in an online and offline environment? The case of the airline industry in the UK.
• Using SMS and email to connect with customers: Advantages and limitations of direct marketing.
• Social media marketing as a tool to target luxury customers: Advantages and issues for small companies.
• Using social media to reduce the cost of direct marketing: The case of small companies in the UK.

For some products and services, cultural considerations can play an important role in how marketers interact with consumers. With the increasing globalisation of business, firms have to pay greater attention to how national culture impacts upon consumer behaviour and customers’ reactions towards different types of marketing communication. Marketing across cultures is becoming more prominent in business, as more and more businesses are expanding throughout the world. This creates an ideal area to base your marketing dissertation on.

• How does innovation and culture influence the market performance of SMEs in China?
• Native advertising: Exploring its effectiveness in the UK, China, and the US.
• What are the effects of social media on organisational culture in the UK’s fashion industry?
• How is globalisation affecting the organisational culture of Toyota’s global operations?
• How does language impact upon brand identity? The case of Coca-Cola in the People’s Republic of China.
• How does culture affect the marketing of automotives? The Case of Toyota in China.
• What effect does culture have on marketing communications? The case of Coca Cola in India.
• How do marketers take into account regional differences in “national” culture? The case of banks in the Basque country and Catalonia, Spain.
• Can automotive vendors afford to treat consumers as a homogenous mass? The case of the North-South divide in Sweden.
• How does individualism-collectivism influence the sales of mobile phones? The case of the People’s Republic of China.
• How do supermarket chains overcome language differences in Switzerland?
• How can banks use pricing strategy to boost customer satisfaction and profitability?
• How can national culture explain the prominence of Scottish whiskey sales in the global whiskey market?
• How can countries use national culture to help them promote major exports? The case of the Champagne region, France.

Marketing is fundamentally underpinned by consumer behaviour, which can largely be explained by examining consumer psychology. This highlights how consumers behave in each stage of the buying process and why they react as they do. On this basis, marketers can design and implement communication strategies that target specific customer groups based on their psychological profiles. Some suggestions to base your marketing dissertation within the area of marketing and consumer psychology are as below:

• What motivates consumers to purchase products from Amazon?
• What are the uses and gratifications associated with consumer online reviewing?
• How does marketing intelligence and planning affect sports marketing?
• How can organisations make effective use of Big Data to gain an understanding of their customers’ psychology?
• What are customers’ perceptions towards green marketing?
• What are customers’ attitudes towards digital marketing activities of Burberry?
• What are the antecedents of word-of-mouth communications? The case of blockbuster marketing.
• What are the effects of negative word-of-mouth communications on organisational performance?
• How does gender effect information processing among consumers of luxury goods?
• What role does motivation play in buying behaviour? An examination of the mobile ringtone market in the UK.
• How does gender effect selective distortion among luxury goods buyers?
• What role does learning play among functional online advertisements?
• Does the importance of beliefs and attitudes vary across low and high involvement products?
• How does gender influence online purchase behaviour of luxury goods?
• How is social media affecting the buying behaviour of luxury goods in the fashion industry?

When marketing moves online the traditional rules are either broken or extended. Such extensions include the need to take into account privacy, security, the greater ability to customise and personalise user experiences, the changing nature of consumer behaviour and the interaction of online and offline mediums. Online marketing has become essential for organisations in gaining competitive advantages and enhancing their business performance. Online marketing is a useful and current area of market research. Some suggestions to base your dissertation on online marketing are as below:

• How can firms customise their products? The case of Apple.
• What are the effects of a successful digital marketing campaign on Dior’s brand performance?
• What are the benefits and challenges of using social media to market luxury goods?
• How does using web analytics for digital marketing enhance brand performance?
• What is the impact of digital marketing innovation on Apple’s performance?
• What are the benefits and challenges faced by Burberry in using digital marketing?
• How can firms personalise their products? The case of Nike.
• An assessment of the value of assortment to customers: The case of Dell Computers.
• How does a consumer’s perception of control affect their choice of brand? The case of buying computers online.
• How does visual constituency affect site identity and product attitude?
• How does gender affect online consumption behaviour?
• How can firms successfully combine online and offline shopping features? The case of Amazon.com/Toys-R-Us.
• What product attributes are most valued by consumers in search, comparison and purchase decision-making online?
• How do consumers react to brand alliances online? The case of Amazon.com and Wal-Mart.
• An investigation of the antecedents of consumer behaviour in online auctions? The case of eBay.

Mobile marketing has become the latest marketing communications medium which enables large brands such as Coca-Cola, Nintendo, MTV, New Labour, Lastminute.com, and others to attract new customers and retain existing ones in both traditional and non-traditional ways. With the lowering of mobile phone tariffs and the increased levels of Internet browsing using mobile phones, this medium has become increasingly important to marketers. Below are suggestions for dissertation topics in the area of mobile marketing:

• How does permission-based marketing impact mobile marketers when developing and implementing international marketing campaigns?
• How can brand image be conveyed in a mobile marketing environment?
• Can a strong brand image be built through mobile marketing techniques?
• What do customers want from mobile marketing messages?
• How does location influence mobile marketing communications?
• What role does timeliness play in mobile marketing communications?
• What are the advantages and disadvantages of push and pull mobile marketing strategies?
• How can mobile marketing be used as a viral marketing tool?
• How can mobile payment services increase revenue for mobile marketers? The case of Vodafone.
• How can customer relationship management (CRM) be applied in a mobile marketing environment to improve customer loyalty?
• How can marketing managers drive consumer acceptance of mobile marketing?
• What impact does brand personality have on purchase intentions in the context of mobile marketing?
• What are the diffusion and success factors of mobile marketing?

The 4Ps concept represents the cornerstone of marketing is widely used by marketing managers when trying to influence consumer decision-making processes. Below are suggestions for dissertation topics in the area of the Marketing mix:

• How do price adjustment strategies vary in online and offline environments? The case of music sales.
• Can an overt international pricing strategy negatively affect the brand image? The case of iTunes.
• How effective are public relations campaigns following brand failures? The cases of Nike, Shell, and Marks and Spencer.
• The impact of firms varying the frequency of their advertisements in online and offline environments on customers’ purchase intentions? The case of Waterstone’s.
• The impact of product information availability and persuasive advertising on consumer behaviour.
• Differences between comparison and non-comparison advertising and the impact on customers’ purchase intentions? The case of the alcoholic drinks industry in the US.
• Advantages and disadvantages of online advertising in international marketing.
• Can point-of-purchase promotions be as effective in an online environment as they are offline?
• How important is location to customer choice in the UK’s airline industry?
• How has the Internet helped unsought goods build brand awareness? The case of comparison websites.
• Is word-of-mouth (i.e. online customer reviews) the new element of the Marketing mix?
• How important is the Marketing mix for non-profit organisations?
• The effect of brand awareness on consumers’ purchase intentions. The case of low and high involvement product categories.

Social Media Marketing Dissertation Topics

Social media networks (e.g. Facebook, Twitter, Instagram, and LinkedIn) are not only changing the consumers’ attitudes and behaviours, but they are also presenting marketing practitioners with new challenges when trying to reach and acquire customers online. As social media networks become more popular, a marketing dissertation in this area will be timely and in line with current marketing research trends.

• What uses and gratifications are provided by beauty brands’ social media content?
• A content analysis of Food brands Instagram posts.
• An examination of the positive, neutral and negative user comments on Facebook and their impact on future participation in discussions.
• Why have functional applications on Facebook achieved so little success compared with their fun counterparts?
• How do applications of Facebook turn users into sales? The relationship between total installs, daily active users, and application valuation.
• A comparison of the effectiveness of banner advertising on different social media networks? The cases of Facebook, Instagram and Twitter.
• What impact does newsfeed restriction have on consumers’ attitudes and behaviours towards using Facebook?
• Is electronic word-of-mouth more persuasive than traditional word-of-mouth? An investigation into online customer reviews.
• Does traditional customer loyalty apply to consumer behaviour in social media networks?
• How do non-profit organisations execute marketing campaigns on social media networks such as Facebook?
• Can firms measure the ROI of their social media marketing?
• An investigation of the impact of brand post popularity on Facebook brand fan pages on social media marketing.
• Usage, barriers and measurement of social media marketing: Implications for marketing managers.
• The impact of social media marketing on brand loyalty.
• How do firms use social media marketing to encourage customers’ purchase behaviours?
• How do vegan brands use social listening to enhance their marketing strategy?
• Instagram, influencer marking and trust – a critical investigation.
• Partnering with YouTube content creators and influences – an effective marketing strategy for fitness brands?

The power of the media in changing consumer attitudes has a significant impact on how firms are expected to behave, as well as how they should integrate ethics into their marketing campaigns. As a consequence, marketing ethics is concerned with a range of issues from ethical business practices, to Corporate Social Responsibility (CSR) programmes and cause-related marketing. Below are suggestions for dissertation topics in the area of marketing ethics and CSR:

• The role of EasyJet’s low fare online pricing strategy on changing customer demand trends?
• Exploring Patagonia’s marketing strategy – Green or Greenwashing?
• The impact of FairTrade labels on consumers’ purchase behaviours?
• Vegan vs cruelty-free: the politics of labelling and why it matters.
• What impact do published codes of conduct have on customer buying behaviour? The cases of The Body Shop, Levi Strauss, and Marks and Spencer.
• How do ethical purchase intentions and ethical awareness affect purchasing behaviour? A comparison between the sales of battery and free-range chickens.
• What impact do cause-related marketing campaigns have on consumer buying behaviour? The case of Starbucks’ Raise a cup to a good cause campaign.
• Why do some controversial marketing communications work whilst others fail? The case of PETA – People for the Ethical Treatment of Animals.
• How have spam laws improved marketing ethics online?
• What factors distinguish a consumer’s choice of most and least socially responsible firms?
• How do firms use public relations to recover from consumer boycotts? The case of Shell and Nestle.
• The role of gender differences in the impact of CSR perceptions on corporate marketing outcomes.
• The relationship between marketing ethics and corporate social responsibility: Serving stakeholders and the common good.
• The role of trust in building company reputation and brand equity through CSR initiatives.
• Firm performance and corporate social responsibility. An investigation into the role of marketing competence and market environment.

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Dissertation Topics in Marketing Actual in 2024

Table of contents

• 1 How to Choose the Right Topic for Your Marketing Dissertation
• 2 Branding Dissertation Topics
• 3 Digital Marketing Dissertation Topics
• 4 MBA Marketing Dissertation Topics
• 5 Interesting Marketing Dissertation Topics
• 6 Social Media Marketing Dissertation Topics
• 7 Relationship Marketing Dissertation Topics
• 8 Fashion Marketing Dissertation Topics
• 9 Sports Marketing Dissertation Topics
• 10 Ethics in Marketing Dissertation Topics
• 11 Consumer Behaviour Dissertation Topics

We’ve compiled a list of about 100 of the best international marketing dissertation topics. Use these examples comfortably and create your idea.

How to Choose the Right Topic for Your Marketing Dissertation

To choose the right topic for your dissertation , you have to pick something actual and relevant to the field. Moreover, your choice must be interesting for reading. But not something filled with many scientific terms.

The idea must be based on a case that other people have already researched. That will give you enough credible sources to use for your work.

When writing your dissertation , remember that it revolves around data. Thus, using credible academic references with correct information is best.

While doing that, a good thing to remember is to look for ideas with gaps that have great potential. They will allow you to create a good piece that will be interesting to read. But given how hard these are to notice, you should get dissertation assistance . You can get help from our team of professionals or ask your professor for suggestions.

Branding Dissertation Topics

Branding is a term that comes from the business world, and you will often see it in the field. The word refers to many processes that give meaning to various organizations, businesses, services, and goods.

In that sense, branding can be a way for the company to promote its products and achieve an edge over competitors by building its brand. It can be a promise to the customers or the appeal of a good or service.

• Brand value, and how the consumers perceive it. Case of Pepsi versus Coca-Cola.
• The company branding and its effect on business productivity.
• What is the significance of social media marketing for brand development?
• Is there cultural meaning in brands, and why?
• Branding and its nature. Comprehensive evolution study.
• The relations between the brand, customers, and their emotions.
• Why is brand management essential for achieving profitability?
• Branding and the importance of having a top product that attracts customers.
• How can the use of digital methods increase brand standing?
• Smartphone apps, and how businesses can use them to improve their brand equity.

Digital Marketing Dissertation Topics

Without a doubt, this is the future of commerce in the current age. That is due to the significant increase in online shopping. With the growth of online sales and new e-commerce, experts must develop unique strategies to boost their sales.

Because of that, we have prepared a few ideas about digital marketing thesis topics for you:

• Modern customers and how social media applications can affect their behavior.
• Marketing and landing pages, and why they are so important to have.
• Google and Amazon ads and how they are a necessity for online commerce.
• Digitalized platforms and the adoption of automated service interaction. How they affect clients and companies.
• What exactly is the role of the Internet? How does it influence customers’ behavior?
• Smart devices and their effects on boosting company sales.
• Is it essential to analyze the consumer’s psychology in marketing strategies?
• How have stars and influencers affected online sales and strategies?
• Digital marketing. Is it better for the customer to interact with a machine or an employee?
• Email strategies. Are they outdated, and what are the most common mistakes of this strategy?

MBA Marketing Dissertation Topics

Having a Master’s can be essential as it opens a new path for you and allows you to learn more. In that sense, it also shows you know about marketing in general. So, picking the right dissertation topic is crucial because you have to prove your knowledge.

• Digital and mobile marketing. What are their strengths and weaknesses?
• Note the difference between offline and online market goods and how clients respond to them.
• Management and its response to boycotts. What is the proper reaction?
• What are the customer’s reactions during periods of recession and crisis?
• Customer profile gender, age, and ethnicity. How do they affect online purchases?
• What is the importance of a successful branding strategy, and how does it attract loyal customers?
• How does color relate to brands and affect sales in the clothing industry?
• Strategies about charity. Why are they important, and how do people regard them?
• Best sales strategies that make consumers buy food online.
• E-commerce, and how a loyalty program encourages the customers to spend more.

Interesting Marketing Dissertation Topics

No matter what you are writing about, you must pick an interesting topic. Then you will have an easy time researching and writing.

Marketing is a field connected to a lot of data, and that can make writing your Master’s dissertation hard. Thus, striving to pick a compelling case to write about will help you immensely.

• Should we combine offline with online techniques to increase sales in the digital business model?
• Politics and their effects on marketing strategies.
• What are the best and worst parts of SMS marketing? Is it an actual concept?
• The concept of standardization in the field and how it affects the clients.
• How does brand value affect the customer’s decision?
• How do retention and innovation go hand in hand? What are the effects?
• Family packs and oriented online commerce strategies.
• Online trends and their impact on marketing techniques. How have they changed during the past ten years?
• The power of customization in e-commerce and how it affects sales.
• Market segmentation and its effects on sales channels. Is it a good or bad strategy?

Social Media Marketing Dissertation Topics

In the current commerce world, many, if not most, marketing campaigns and deals take place online. With that, the importance of social media and other widespread online platforms increases. So, social media marketing strategies are a must for the success of any thriving business.

• Are Google, Amazon, and Facebook ads convenient for digital trade?
• Effects of social media and the impact they have on customers.
• Marketing, E-commerce, and the importance of proper SEO. Effects and aftermaths.
• Is it good for huge corporations to use social media and focus on younger customer groups?
• How can products and online services affect customer loyalty to the brand?
• Are influencers and famous actors a good strategy to increase your audience?
• Social media and its significance in modern marketing promotion campaigns.
• How can online content marketing build a larger presence and loyal customers?
• Are social media suitable for branding or just boosting a company’s sales?
• Should a company build online value through transparent customer reviews? Best ways to do it.

Relationship Marketing Dissertation Topics

Customer association is crucial for the success and good sales of every business. Thus, customer relationships are often vital to a good marketing approach. That is because such techniques rely on how well you know your customers and what you want to focus on when approaching them.

• How has customer retention changed due to the Covid-19 pandemic, and how does that affect marketing strategies?
• Modern consumer behavior. Is it reasonable to push clients to change their customer style or not?
• How can the decision-making process affect cultural or ethical influences?
• Big corporations and their strategies. Why do customers stay loyal and abide by global marketing rules?
• Why is it important for a company to learn more about its client’s psychoanalytical model?
• Differences between the classes and racial discrimination when targeting different ethnicities.
• E-commerce and shopping application. How can customers achieve satisfaction through verbal communication?
• What is the risk when dealing with unhappy customers and boycotts?
• When is it reasonable to change prices, and how do clients see these changes?
• Customization: The best way to personalize your company’s product to suit your customers.

Marketing dissertation topics can include areas such as pricing strategy, brand loyalty, customer satisfaction, etc. Writing a dissertation on a marketing topic can be a difficult task. That is why services such as custom dissertation writing services are available to alleviate this stress and make the process easier.

Fashion Marketing Dissertation Topics

Fashion marketing aims to resolve or create promotion issues connected to a clothing brand. Many of the strategies in the field include publications on specialized blogs. They can also have websites, Google Ads, and campaigns with influencers.

Below, we have prepared a few exciting topics from that field. Please take a look at them and gain inspiration about your dissertation topic:

• Are fashion marketing strategies mainly aimed at women, and why?
• Social media applications and their influence over fashion commerce strategies.
• Fashion marketing techniques and logistics. The importance of proper planning.
• What are the best ways to identify your clients in fashion marketing?
• Best ways to create the ultimate customer experience in fashion.
• Should fashion strategies spin around famous influencers or not?
• Can sales be predicted effectively in fashion marketing, and how?
• Best ways to attract younger customers. Goal-oriented campaigns and their benefits.
• How can data suggest the best decisions in fashion promotion, and why?
• The importance of researching and properly planning product prices.

Sports Marketing Dissertation Topics

In the modern world, sports are present in everyone’s life. So naturally, sports-related advertising significantly impacts a company’s brand sales and income.

Given how important that is, we have prepared a few of the best marketing-related dissertation topics in the field. Use them to gain inspiration and choose a suitable case.

• Is it a good idea to use famous sports stars in promotion strategies?
• World Cup 2022 and its importance for great marketing campaigns.
• How can Esports be a suitable advertising platform? Best practices in the field.
• Are behind-the-scenes images a good move in promotion strategies or not?
• Advertising and betting platforms. Correlations and how these companies advertise on sports media.
• How can bets influence sports marketing, and how are they connected?
• Best advertising strategies. Teasers and previews before the start of a competition.
• Women in sports and how they advance sports marketing.
• What is the role of artificial intelligence, and can it change the shape of marketing in sports fields?
• Ticket purchases. Why is it one of the best promotion revenue streams?

Ethics in Marketing Dissertation Topics

Marketing ethics are concerned with various business practices and company responsibilities. They are usually influenced by the clients’ behavior or change in attitude.

Nowadays, these are common, thanks to the influence of social media platforms. Below you can see a few suggestions for such topics.

• What is the impact of goods labels on the clients’ purchase behavior?
• Exploring the depths of Amazonia jungles. Is it green or greenwashing?
• How do corporate behavior and ethics influence customer sales? Investigation.
• Why does labeling matter, and what are its effects? Vegan versus the cruelty-free label.
• How have spam rules and laws improved online ethics for consumers?
• Pharmaceutical representatives and their gifts. Business ethics and morality investigation.
• Gender difference and its impact on corporate social responsibility perceptions. What is the corporate marketing outcome?
• The effects of the code of conduct of some stores. How does it affect customers?
• Ethics, marketing, and the relationship between CSR. Are they a priority to the stakeholders or the common good?
• How WizzAir online fare pricing influenced the customer demand trends. Marketing pricing strategies.

Consumer Behaviour Dissertation Topics

Consumer behavior in marketing often refers to the customer’s needs. How they meet them with the purchase of goods, and how they use them. The same also refers to various services and even expands to clients disposing of goods.

An effective marketing strategy knows the ropes around consumer behavior. So, before starting a campaign targeted at a specific group, you must research. Here are some topics examples:

• In what ways does a company determine consumer behavior and maximize the benefit from it?
• Modern digital tools. The practice of finding consumer behavior and its benefits for social marketing strategies.
• Client behavior study. Why do women purchase more fashion goods than men?
• What are the aftereffects of neglecting your target group’s consumer behavior?
• Consumer behavior. How can the use of indecent language influence the young population to buy more?
• Why have goods like masks and disinfectants increased in popularity during and after the pandemic?
• Client’s behavior and why it is difficult to market goods in today’s busy world.
• Innovation is a way of retaining a brand’s value even after a recession.
• Product outreach and the consumer’s behavior towards it.
• Beauty product sales and male clients. Consumers behavior investigation.

Suppose you have read everything. Now you know more about the different types of marketing dissertations. You saw great examples of marketing topics related to the field and now can easily use them to gain motivation for your work.

Selecting a compelling topic for a marketing dissertation can be overwhelming. However, with the help of the PapersOwl writing service , you can easily identify a focused dissertation topic that aligns with your research interests. Their team of experts will guide you in choosing the most relevant and interesting topics that will help you make an impact in your field of study. With their support, you can be sure to produce an exceptional marketing dissertation that stands out from the rest.

Remember, inspiration is crucial, as marketing students’ thesis topics revolve around it. So get your motivation, select the suitable case that interests you, and form your thesis.

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Digital Commons @ USF > Muma College of Business > Marketing > Theses and Dissertations

Marketing Theses and Dissertations

Theses/dissertations from 2023 2023.

How Feeling Like a Minority Affects Preferences for Autonomous Digital Interfaces , Ye Seul Kim

Theses/Dissertations from 2022 2022

Spillover Effects in Product Customization , Samuel Babu Sekar

Theses/Dissertations from 2021 2021

External and Internal Factors of Sports Sponsorship Selling Cycles in North American Professional Sports , Dan Kaufmann

Increasing Personal and Product Influence Through Background Auditory and Visual Cues , Zhihao Yu

Theses/Dissertations from 2020 2020

The Effects of Product Recalls on Competitors’ Market Value and Recalling Firm’s Reputation , Dong Liu

Corporate Brand Impact on Sales / Revenue Per Share , Brad A. Puckey

Competition in Upstream Humanitarian Supply Chain: Investigation of Food Banks , Iana Shaheen

Theses/Dissertations from 2019 2019

How Digital versus Non-Digital Modes of Food Ordering Influence Menu Healthfulness Perceptions and Food Choices , Annika Abell

Theses/Dissertations from 2018 2018

The Impact of Digital Marketing Decisions on Market Outcomes in Residential Real Estate , Denise Hunter Gravatt

Theses/Dissertations from 2017 2017

Hate is a Strong Word: The Influence of Hate-Acknowledging Advertising on Brand Outcomes , Lisa Monahan

The Effects of Loneliness on Consumers’ Digital Engagement with Social Media Ads , Yu Qin

Product Shadows and Ad Evaluations , Nazuk Sharma

Theses/Dissertations from 2016 2016

Understanding the Complexity of Product Returns Management: A Complex Adaptive Systems Theory Perspective , Jennifer Anne Espinosa

Branding Implications of Co-Created Social Responsibility , Alexander J. Kull

Theses/Dissertations from 2015 2015

How You Categorize Influences How Helpful You Are: The Effect of Categorization Mindset on Consumers’ Social Decisions , Hsiao-Ching Kuo

Theses/Dissertations from 2014 2014

Taken for Granted or Taken with Gratitude? An Examination of the Differential Effects of Donations of Time and Money on Consumers' Evaluation of Corporate Philanthropy , Ryan Langan

Essays on Consumer's Psychological and Behavioral Responses toward Social Coupons , Chinintorn Nakhata

Muscling Consumers to Optimal Option Differentiation: The Influence of Incidental Muscular Sensations on Option Differentiation , Courtney Szocs

Theses/Dissertations from 2012 2012

Essays on Mental Accounting and Consumers' Decision Making , Ali Besharat

Perceived Firm Transparency: Scale and Model Development , Jennifer Dapko

Theses/Dissertations from 2010 2010

Antecedents and Consequences of Channel Alienation: An Empirical Investigation within Franchised Channels of Distribution , Ivan Lapuka

Theses/Dissertations from 2009 2009

An Empirical Examination of the Dark Side of Relationship Marketing within a Business to Business Context , Brent L. Baker

Developing the Nomological Network of Perceived Corporate Affinity for Technology: A Three Essay Dissertation , David Earl Fleming

Theses/Dissertations from 2008 2008

Self-Directed Learning: Measures and Models for Salesperson Training and Development , Stefanie Leigh Boyer

Emotional Exhaustion and Its Role in Service Sabotage among Boundary Spanners , Diane R. Edmondson

Theses/Dissertations from 2007 2007

Essays on multiple identities and motivated consumption: Exploring the role of identity centrality on self-brand connections , Tracy R. Harmon

The impact of organizational climate variables of perceived organizational support, workplace isolation, and ethical climate on salesperson psychological and behavioral work outcomes , Robert J. Riggle

Theses/Dissertations from 2005 2005

The Effect of Perceived Entitativity on Implicit Image Transfer in Multiple Sponsorships , FrancoÌ?is Anthony Carrillat

Theses/Dissertations from 2004 2004

Relationship Advertising: Investigating the Strategic Appeal of Intimacy (Disclosure) in Services Marketing , Andrea Diahann Gaye Scott

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Research Topics & Ideas: Marketing

50+ Marketing Research Topic Ideas To Fast-Track Your Project

Finding and choosing a strong research topic is the critical first step when it comes to crafting a high-quality dissertation, thesis or research project. If you’ve landed on this post, chances are you’re looking for a marketing-related research topic , but aren’t sure where to start. If so, you’ve come to the right place.

Here, we’ll explore a variety of marketing-related research ideas and topic thought-starters, covering both traditional marketing (offline media) and digital marketing (including social media marketing, content marketing and the like). We’ll also look at actual dissertations and theses from marketing students to give you a view of what a well-defined research topic looks like.

NB – This is just the start…

The topic ideation and evaluation process has multiple steps . In this post, we’ll kickstart the process by sharing some research topic ideas within the marketing domain. This is the starting point, but to develop a well-defined research topic, you’ll need to identify a clear and convincing research gap , along with a well-justified plan of action to fill that gap.

If you’re new to the oftentimes perplexing world of research, or if this is your first time undertaking a formal academic research project, be sure to check out our free dissertation mini-course. In it, we cover the process of writing a dissertation or thesis from start to end. Be sure to also sign up for our free webinar that explores how to find a high-quality research topic. 

Overview: Marketing-Related Topics

• How to find a research topic (video)
• Traditional (offline) marketing topics/ideas
• Digital (online) marketing topics/ideas
• Examples of actual dissertation topics
• Free Webinar : Topic Ideation 101
• Where to get extra help

How To Find A Research Topic

Before we look at specific research ideas and topics, it’s useful to first understand what the topic ideation process entails and how to go about finding and refining viable topic ideas. In the video below, we cover exactly that. So, if you’re a first-time researcher, be sure to watch this tutorial before jumping into the collection of marketing research topics we present below. 

Now that you’ve got a big-picture view of the topic ideation process, we can dive into a few research ideas to get your creative juices flowing. Please note that these research topic ideas are intentionally broad and generic, so you will need to refine them a fair deal using the techniques we discussed in the video above.

To make life a little easier for you, we’ve grouped the topic ideas based on two main categories – traditional marketing and digital / online marketing . For the latter, we’ve divided it up into a few subcategories, including social media marketing, content marketing and search marketing. That said, there is naturally some overlap between topics, so keep this in mind.

Research Ideas: Traditional Marketing

• The perceived effectiveness of different types of direct mail campaigns (e.g., postcards, catalogues, brochures) among small business owners in New York
• The perception and use of traditional marketing in creating and nurturing customer loyalty and retention among UK Financial Firms.
• The impact of demographic targeting on traditional marketing performance among green businesses
• The perception of different types of sales promotion (e.g., discounts, coupons, contests) among GenZ consumers
• The continued use of celebrity endorsements in traditional marketing campaigns, post-2020.
• Exploring factors related to outdoor advertising recall in India
• Measuring the ROI of traditional marketing efforts: a review of current methods
• Comparing the effectiveness of different traditional media channels (e.g., television, radio, print) in driving engagement and conversions among established brands
• The use of public relations in traditional marketing campaigns among large insurance companies
• The role of event marketing in building brand awareness and engagement: perceptions among marketing professionals in the UK

Research Ideas: Digital/Online Marketing

Social media marketing

• The use of artificial intelligence in social media marketing among online fashion companies in Sweden
• The impact of social media on public relations and media relations: a Case Study of Nandos
• The role of Twitter in crisis communication and reputation management: a discourse analysis
• The impact of social media influencer presence on brand loyalty and customer retention among Gen X.
• The use of social media for market research and consumer insights among SMEs in Kenya
• The impact of social media on consumer buying behaviour of fast food in Italy
• The challenges and opportunities of social media in global and multicultural marketing: perceptions of marketing departments in large corporations
• The relationship between social media engagement and website traffic: an analysis of fitness brands
• The effectiveness of influencer marketing on social media platforms for household cleaning products in the UK
• The perceptions and understanding of paid vs organic social media advertising among Gen Z consumers in San Francisco

Content marketing

• The use and understanding of micro-moments in creating personalized content experiences among content creators in the USA
• Comparing the effectiveness of methods of personalization of content marketing: an evaluation of best practice
• The experiences and use of SEO in content marketing strategy among small online businesses
• The use of social media influencers in content marketing campaigns: a Case Study of Hello Fresh
• Comparing different content distribution channels for different types of content: perceptions of best practices among content marketing experts
• The use of user-generated content in building brand trust and engagement among green companies in the UK
• Measuring the ROI of content marketing efforts among luxury brands
• The perception and use of Chat GPT in content creation among small online businesses
• The perceptions of interactive and immersive content formats (e.g., virtual reality, augmented reality) in marketing among consumers: an experimental study
• Comparing image and text-based content formats in driving engagement and conversions on social media: a multi-case study of NGOs

Search engine marketing

• The effectiveness of different ad formats (e.g., text ads, shopping ads, video ads) in Search Engine Marketing for tourist destinations
• The impact of search engine algorithm updates on Search Engine Marketing performance – who are the winners and losers?
• The perception and use of AI and machine learning in Search Engine Marketing strategy and bidding optimization within a UK marketing agency
• The use of voice search and its impact on Search Engine Marketing among food retailers in Switzerland
• The role of local SEO in driving brick-and-mortar sales: a case study of a local fashion outlet in France
• The impact of mobile optimization on Search Engine Marketing performance and conversion rates in Nigeria
• Comparing analytical tools for measuring ROI of Search Engine Marketing campaigns
• The effectiveness of different types of keywords and search queries in driving traffic towards restaurants in Italy
• The use of remarketing and retargeting in search engine marketing campaigns among marketers
• The understanding and use of schema markup and structured data in improving Search engine marketing performance among Start-Ups

Email marketing

• The perception and use of AI and machine learning in email marketing among NGOs: a focus on personalized content and dynamic segmentation
• The effectiveness of email subject line strategies in driving open and click-through rates: an experimental study
• Comparing A/B testing and multivariate testing in improving email marketing performance: a case study
• The use of personalization on email marketing performance among craft bloggers
• The impact of automated email marketing among local online retailers on customer loyalty and retention
• The use of automation and triggered emails in increasing engagement and conversion rates for online courses
• The perception and understanding of GDPR and other data privacy regulations on email marketing among SMEs
• The role of mobile optimization in email marketing targeting Gen Z consumers
• The challenges of measuring the ROI of email marketing campaigns: perceptions of SMEs
• The effectiveness of different email formats (e.g., text-based, HTML, interactive) in driving engagement: A/B testing for a small online retailer

Marketing-Related Dissertations & Theses

While the ideas we’ve presented above are a decent starting point for finding marketing-related research topic, they are fairly generic and non-specific. So, it helps to look at actual dissertations and theses to see how this all comes together.

Below, we’ve included a selection of research projects from various marketing-related degree programs to help refine your thinking. These are actual dissertations and theses, written as part of Master’s and PhD-level programs, so they can provide some useful insight as to what a research topic looks like in practice.

• The Influences of Brand Personality, Culture, and Social Media on Iconic Brand Preferences (Whelan, 2021)
• Customer Success and the Transformation of Customer Relationships (Raines, 2022)
• The Effects of Online Incentivized Reviews on Organic Review Ratings (Jeong, 2020)
• Are You For Real? The Consumption-Driven Self-Authentication Process And Its Effects On Perceived Brand Authenticity (Kuchmaner, 2020)
• You Are What You Eat: How Food Texture And Packaging Influence Consumer Well-Being (Ning, 2020)
• Social Dialogic Listening: Connecting Marketing Activity To Strategy (Collins, 2020)
• Millennials’ Attitudes Towards Influencer Marketing And Purchase Intentions (Yu, 2019)
• Cannibalization between Two Mercedes-Benz Models and Consumer Behavior (Ma, 2020)
• Selling and Buying Aspects of Used Products That Are Brand Anthropomorphized (Kim, 2019)
• Global Identity: Conceptualization, Measurement, And Implications For Marketing Strategy (Yoruk, 2022)
• The Intersection of Organizational Frontline Marketing and a High-Tech World (Krotz, 2021)
• The Unexplored Impacts of Communication Elements in Marketing (Trinh, 2022)
• Founder Social Identity As A Predictor Of Customer And Competitor Orientation In Small And Medium-Sized Enterprises (Rutherford, 2021)

Looking at these titles, you can probably pick up that the research topics here are far more specific and narrowly-focused , compared to the generic ones presented earlier. This is an important thing to keep in mind as you develop your own research topic. That is to say, to create a top-notch research topic, you must be precise and target a specific context with specific variables of interest . In other words, you need to identify a clear, well-justified research gap.

Fast-Track Your Research Topic

If you’re still feeling a bit unsure about how to find a research topic for your marketing dissertation or thesis, check out our 1-on-1 private coaching services below.

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Bachelor & Master Theses

We welcome Bachelor and Master students to write their thesis at the Institute for Marketing and Customer Insight. We generally offer students a choice from a variety of topics for bachelor’s or master’s theses.

Students can find the topics in the list below. If we do not have a suitable topic advertised, a proactive application is possible. Please familiarize yourself with the research areas of our professors and PhD students and address your proposal (see questions below) to the person who best fits your research project. Supervision of topics from outside this list is possible only to a limited extent.

Before you begin, please make sure that you fulfill the following requirements:

• Make sure you know and comply with the rules and regulations of the Dean’s Advisory Office concerning your specific program.
• Be ready to start working on your thesis (more than 50% share of work time per week) within the next three months.
• Be willing and actively plan to complete your thesis within nine months after you’ve started your work.

If you fulfill the above requirements, we invite you to continue with the application process.

Most exhibition companies use a very conventional pricing structure (usually based on m2). What more innovative options are there – and which trade fair companies are pursuing such approaches (e.g. price differentiation by location, benefit-oriented pricing, success-oriented pricing, etc.)? How could new pricing models be implemented?

To effectively measure a complex marketing mix, various methodologies such as multi-touch attribution, marketing mix modeling, or experiments can be utilized. For a comprehensive understanding of key performance indicators (KPIs) and optimal channel or budget adjustments, adopting a blended methodological approach might also be beneficial.

Below are some potential research questions to consider when exploring the effectiveness of integrated marketing performance management. You may choose to address any number of these questions:

Prevalence and Effectiveness of Integrated Marketing Approaches:

• How common are integrated marketing performance management approaches in DACH or CH firms?
• What levels of satisfaction do they achieve, and how do they enhance marketing effectiveness? How can companies blend different methods?

Multi-Touch Attribution Analysis:

• What are the best practices for multi-touch attribution?
• What limitations does this approach face?

Marketing Mix Modeling Insights:

• What factors contribute to the satisfaction levels of marketing teams using marketing mix modeling?

Role of Experiments in Performance Management:

• What types of performance management experiments are available (e.g., Geolift experiments), and how do they complement other approaches?

Sign-up process:

• Fill out the form below: This form requires you to write a first draft of your outline. To ensure a successful outcome, we ask you to take enough time to do this and follow our guidelines.
• Confirmation e-mail: As soon as you submit your details you will receive a confirmation email.
• Feedback on the Evaluation: You will receive feedback on your outline, including the decision on whether or not we will supervise your thesis. Please bear in mind that we cannot accept all applications since we have limited capacity.
• Appointment: hould you receive positive feedback: meeting & completion of your outline. As a general rule, “feedback” takes the form of an invitation to a personal appointment with your future supervisor. After this meeting, you will revise and resubmit your outline draft along with your filled-out and signed sign-up sheet (see Dean’s Advisory Office web pages) via email to your supervisor. We will print out your registration form, physically sign it and return it to you so that you can submit it to the Dean’s Advisory Office. On request, this can also be done by email.

The Most Interesting Marketing Dissertation Topics 2022

The latest years have been characterised by the explosion of applications to such universities as Bath, Leeds, or Lancaster, with students showing increased interest in marketing. It’s not surprising as it could be viewed as a profession of the past, present, and future: it is all-encompassing, and marketing techniques are at the centre of biggest money exchange in the world.

Dissertation is a climax of studies, but complications arise prior to any research because you have to decide what to write about. Marketing dissertation topics are diverse and you have to select one that stirs your interest at least a little bit. Personal involvement is crucial in such an assignment type. If you’re being in search of professional dissertation help , you can always find it with our writers; if you search for ideas for inspiration, look at the list below.

List of the Top Marketing Dissertation Ideas for 2022

For best results, we’ve divided this complex subject into 11 topics.

Marketing Dissertation Topics

• Relationship between Clients and Representatives
• Intricacies of Marketing Communication to Attract Students’ Attention to a Specific University
• Building Friendly Relations with Influencers: Reasons, Methods, and Expected Results
• Campaigns Based on Sexual Exposure: Appeal & Target Audience
• Three Major Tactics for Making a Horror Movie Draw the Attention of Audience

Useful info: We can even do dissertation proposal service . Just write to us!

Marketing Management Dissertation Topics

The field of marketing is quite complex, yet choosing marketing dissertation topics, you must remember that the key is to deliver your information correctly. If something is not clear, always discuss it with your academic advisor or try using different wording. See these examples below to get creative:

• Why marketing on children’s television brings up controversies.
• Social media marketing versus physical marketing methods.
• Military academies marketing styles.
• Aggressive marketing: pros and cons.
• Should e-commerce marketing involve large budgets to succeed?

Branding Dissertation Topics

Branding represents logos, advertisement methods, graphic design, and many other aspects that help to create a brand. Hearing of Rolls Royce, we already turn to historical aspects, yet it is not only about quality but also about the ways how advertisement has been target towards wealthy individuals through the years.

• Political aspect of television branding.
• Branding style of Apple Inc and social bias.
• Why branding and outsourcing do not work together.
• scouting: an example of a successful branding system.
• Male vs female branding specialists: gender bias in the outcome.
• Principles of Creating Relatable Brand: Common Points with Consumers
• Superior Brand Positioning for New Hotel Business
• Brand Development: Individuals vs. Companies. Differences in Approach
• Best Colour Combination for Modern Branding Types
• UK Food Logos: Making Brands Distinguished

Direct Marketing Topics

Direct marketing means situations when every client is targeted either individually or by using an individual approach. You can think about your milkman or delivery of newspapers by the children when they talk to you directly, thus making you a valued client. See some of these examples:

• Direct marketing in e-commerce vs word of mouth strategies.
• Does social media help in direct communication with customers: pros and cons.
• Volunteering and direct marketing campaigns.
• Newspaper delivery history: direct marketing.
• Understanding customer needs: basics of preliminary customer analysis through the lens of perception
• Direct Contact with Consumers: Do’s & Don’ts
• Direct Mail and Its Connection to Ecology
• Evaluating Success of Conducted Mail Campaign
• Top Five Promotion Objects to Use for Making Direct Campaign Successful
• Impulsive Shopping: Psychological & Social Aspects

Topics on Marketing across Cultures

Marketing across cultures may compare local culture and marketing styles with the rest of the world. For example, we all know that people have their unique vision of a good ad, which will differ from those visions that the American people may have. See dissertation marketing topics list for inspiration:

• An Indian influence in society in fashion marketing.
• perception of luxury vs the United States.
• Wrong perception of marketing peculiarities by the immigrants.
• Royal family and intentional style marketing abroad.
• Perception of marketing styles in the United States.
• Peculiarities of Launching Campaigns in the United Arab Emirates
• Differences & Similarities between Luxury Brands for Developed & Developing Countries
• Three Ways of Improving Bad International Production Outcomes
• Five Creative Techniques of Integrating Elements from Specific Culture into International Campaigns
• UK, Australia, New Zealand Differences in Trading

Consumer Behaviour

Why do some people buy certain products or ignore certain brands entirely? Why do people listen to certain advertisements and tend to learn about something new by listening to old-time celebrities? It is all covered by the consumer behaviour dissertation topics. See some of these examples:

• Is Apple Inc. approached the same way as in the United States?
• Social dividing in target marketing of consumer goods.
• Consumerism: a historical analysis.
• Conservative attitudes to brands in society.
• Winning loyalty of customers: case studies of foreign companies.
• Influence of Belonging to Certain Social Group on Buying Decisions
• Three Factors that Alienate Consumers from the Brand
• Reasons for Consumers Migrating to Other Brands
• Emotions-Motivated Buying Decisions: Their Ground & Perspectives of Their Usage
• Methods of Loyalty Cultivation Among the New-Age Customers

Marketing and Social Networks Topics

We all know that the majority of commercial deals are being made online with the help of Facebook, Twitter, or Instagram. While it is too early to say that social networks marketing is the future, it is still vital to approach various topics like the ones below:

• The role of influencers in SMM.
• Why social media must be supported by blog posts.
• The most common misconceptions regarding the immediate success of Facebook advertising.
• Transformation of customers into sales with the help of Instagram.
• The dark side of SMM: controversial issues and hacking occasions.
• Most Efficient Social Network from Perspective of Promotions
• Three Methods of Reaching the Maximal Amount of Customers via Facebook
• Instagram, Influencers, and Promotional Posts: An Improved System of Achieving Customers’ Recognition
• 5 Common Mistakes in Communication with Clients via Social Networks
• Advertising Launched via Social Media Platforms

Marketing Ethics Topics

Students often choose ethical aspects when dealing with marketing because people are historically aware of all the importance related to high morals and responsibility. Today’s marketing principles have shifted significantly, yet proper research can help improve the situation. See some marketing ethics dissertation topics below:

• Human Rights Violations during news advertisement marketing strategies.
• Biased coverage of social campaigns in the media.
• political shows: another way of marketing propaganda or analytical work?
• How honest is advertisement of foods and beverages?
• Should the advertisement of alcohol and tobacco be made illegal?
• People’s Rights Violation During Marketing Research, Their Kinds, & Alleviation Methods
• Problematic Cases: Thin Line between Lies, Obfuscation, and Vagueness
• Work and Mistakes Committed by Puffery During Campaigns
• Marketing vs Propaganda: Concept Differences & Similarities
• Health Dangers in Advertising Medical Products

Digital Marketing Dissertation Topics

Digital marketing is not necessarily related to social media. Think about video game ads or various mobile alerts that you receive once you are done talking to your university friends or parents. Digital marketing dissertation ideas can deal with anything where computers or any electronic devices are involved.

• Digital marketing challenges during Covid-19.
• The use of AI tools in digital marketing: benefits and drawbacks.
• The benefits of customer targeting and data mining principles.
• Commercial side of digital marketing and related risks.
• Digital marketing in the bank sector.
• How Do Demands Change According To Generation?
• Pay-per-click Kinds of Marketing, Its Efficiency and Drawbacks
• Peculiarities of Search for what Keywords to Use for Online Ads
• Online Ads that Customers Find Annoying: Their Characteristics and Tactics for Addressing Them
• Promotions through Influencers, Email, Search Engine Optimisation

Advertising Dissertation Topics

It is one of the most challenging topics to explore because we all know enough about advertising, yet coming up with a good advertising dissertation topic is not always possible. If you are stuck with ideas, see some of these examples below to start with:

• Advertising and grammar school children: the lessons to learn.
• Should real people (non staged) be allowed to participate in advertising?
• Use of street advertisement: way.
• Structure of classic advertising: a historical analysis.
• Why advertisement is no longer efficient when using print ads?
• Seven Ways in Which Advertising Influences Children’s Minds
• History of Alcohol Ads & Harm They Caused During Years
• Celebrity Endorsement as Outdated Advertising Trend
• Is TV Still Good for Ads?
• When Advertising Becomes Annoying

Event Management Topics

Event management is not only about organisational and management aspects, which is why writing dissertation on event management, remember that managing an event always depends on type and target audience. For example, you can think about safety rules or financial aspects between children’s festival and a large political event.

• Planning an event for all male vs all-female groups.
• Event management and safety rules: pros and cons.
• Event planning industry during pandemic times.
• The limitations in the work of event managers during children’s events.
• music marketing during festivals and time management issues.
• Functions Performed by Event Managers
• Event Planners & Responsibilities They Must Entail
• Organising an Event: Five Core Factors that Must Be Considered
• Popular Trends in Events Industry
• Using Event Management to Boost Profits

Fashion Marketing Dissertation Topics

Fashion marketing belongs to those new marketing topics. Even though it has always been popular it has only recently received scientific attention. If you want to brainstorm fashion marketing dissertation topics, have a look at some of the ideas we came up with below:

• Gender bias in perception of marketing ads.
• Children’s fashion: how should we discuss it with the children?
• Celebrity involvement in fashion industry.
• Social media and related impact on distorted body image.
• What makes a fashion icon in modern society?
• Gender Differences that Affect the Structure of Fashion Marketing
• Fashion Icons and Their Contributions to Products Advertising
• Factors Affecting Decision Of Fashion Products Purchase
• How Fashion Uses Ads
• Body Positivity vs Fashion Advertising

Social Media Marketing Dissertation Topics

The role of social media in marketing these days cannot be underestimated, which is why numerous students choose social media marketing topics for their dissertation. You can explore anything from influencers to online sales like in topics below:

• The role of storytelling in social media marketing.
• Influencers vs private approaches.
• Real-time marketing on social media.
• The use of guest posting in social media marketing.
• Goal setting strategies on social media.
• Live streams as the social media marketing future.
• Tourism marketing campaigns online.
• Augmented reality challenges: pros and cons.
• Use of social trends in marketing on Facebook.
• Memes and social media marketing: main benefits and limitations.

International Marketing Dissertation Topics

International marketing usually deals with perception of local marketing practices abroad or vice versa. Explore various topics that we have presented below and see what aspects may be narrowed down:

• The use of outsourcing in online marketing.
• Legal disputes and international marketing cheating.
• Why do people tend to avoid international marketing practices.
• Marketing and modern delivery methods.
• Skype and Zoom as international marketing tools during Covid-19 times.
• Healthcare concerns and accurate translation of international medical ads.
• International business ethics between and Australian ways of life.
• Consumerism in the field of tourism marketing in the United States.
• expert of goods to India: the cultural bias.
• International marketing in post-Brexit society.

Sports Marketing Dissertation Topics

Sports marketing is a popular topic not only among college athletes but also among students pursuing healthcare careers.

• The use of famous athletes for advertising.
• Should athletes show their political preferences as a part of a sports campaign.
• Inequality of access to sports accessories.
• Perception of Wimbledon marketing beyond.
• Advertisement of youth sports club in Wales and Northern Ireland.
• Should the boarding schools advertise their sports facilities?
• An ethical aspect of medication advertising by athletes?
• Nike vs Adidas brand analysis in society.
• Should politicians participate in sports competitions.
• Bias in media coverage of sports events.

Dissertation Topics On Marketing For MBA

As a rule, MBA students pursuing marketing dissertation topics will focus on anything from bizarre advertising schemes to consumerism and ethics. See mba marketing dissertation topics below to help your creativity flow:

• Influence of celebrities and consumerism.
• The negative aspect of customer satisfaction methods.
• Advertisement of Irish pubs abroad: controversial aspects.
• Factors affecting male vs female consumer preferences.
• Is radio advertising still efficient?
• Analysis of online consumer behaviours.
• Privacy vs target marketing online.
• Corporate ethics and brand advertising strategies.
• TV advertising: an outdated approach or the NLP approach?
• Relationship marketing: the safest methods of advertising to children.

Business Marketing Dissertation Topics

This field of marketing studies business relations through the lens of marketing and advertisement. See some examples of marketing topics for dissertation business subjects below:

• The most common misconceptions about marketing ethics.
• Advertising to a young person: the list of things to know.
• Expanding business marketing abroad: pros and cons.
• Small business marketing strategies that are purely.
• Analysis of business marketing analysis methods.

Retail Marketing Dissertation Topics

Retail marketing sector has undergone significant challenges during the post-Brexit period and then during pandemic restrictions. It is best to reflect in your dissertation writing as done below:

• Addressing the issue of food shortages in Wales.
• Retail prices in Manchester vs Blackpool.
• Retail marketing and relationship marketing during Covid-19 times.
• Supply-and-demand changes during post-Brexit period.
• Retail marketing and political bias in logistics.

Marketing Communications Dissertation Topics

The most important aspect of successful marketing is communication and being able to focus on correction of mistakes.

• The most common marketing communications mistakes made by non-UK businesses.
• How to communicate one’s brand and message without turning to aggressive marketing?
• Marketing communications specifics on social media.
• How do people perceive information: music marketing examples.
• Consumerism and communicational barrier: Corner Shop case study analysis.

Green Marketing Dissertation Topics

Green marketing is more than just a popular trend in society, which is why composing your dissertation on green marketing, you are bound to achieve success. See social, moral, and environmental aspects as you choose one of the popular topics below:

• Controversy about genetically-modified foods.
• Logistic service providers and green marketing methods.
• Socio-material analysis: green retailing.
• Environmental concerns and advertising.
• Freight transportation: analysis of services.

In addition to all those titles, you could also check economics dissertation topics . These two fields are often interrelated, and you could find something interesting there.

Have Chosen A Topic, What’s Next?

So, you have looked through various dissertation topics in marketing and have even selected your favourite, but still have no time to write it? Writix writers provide different kinds of help for students who need help with starting or finishing dissertations. You could tell them, “ Do my dissertation ”, and our experts would instantly get to work.

Also, check interesting ideas for a psychology dissertation or criminology dissertation topics — we cover all subjects to meet even particularly demanding tastes. Enjoy research, contact us if assistance is needed, and earn your diploma!

• What topics can be chosen for marketing dissertation purposes?

You can choose anything from social media marketing to consumer relations and MBA marketing topics. If you cannot find your field of science in the list of topics above, contact us with your marketing dissertation questions.

• How to choose a marketing dissertation topic?

The safest way to choose your marketing dissertation topic is knowing your subject well and making additional research as you check similar works. Remember that your marketing research topic must inspire you. Think over your wording and connect it with your thesis statement. Most importantly, take care of your structure and include only that information, which has been approved by your academic advisor.

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International Business Dissertation Topics

Published by Owen Ingram at January 4th, 2023 , Revised On April 16, 2024

Most students find it difficult to select the perfect international business dissertation topic for their dissertation project. In fact, many students end up choosing very narrow and specific topics due to the vastness of the field and the growing issues within the field of international business.

We understand that choosing a suitable international business dissertation topic may not be a straightforward task for many students, so we have compiled a list of the perfect international business issues you can explore and address as part of your research.

We aim to empower our students with the knowledge and abilities needed to choose an international business research paper or dissertation topic. At ResearchProspect , we help students with their research proposal and the full dissertation paper.

You may want to read about our business writers to see how we can help ease your workload.

Related Business Subjects

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International Business Dissertation Topics For 2024

• MNCs’ use of a standardised approach to business strategy
• Impact of the coronavirus outbreak on global business operations
• Management and globalisation governance appendix
• Factors affecting MNCs’ decision about their corporate political approach in emerging economies
• effects of corporate globalisation on their foreign business activities
• MNCs and the consequences of culture
• Effects of the evolving international legal environment on MNCs
• MNCs’ methods for entering emerging markets
• Challenges to the global banking system’s security brought on by Toyota’s Total Quality Management
• Foreign workers’ challenges and opportunities in a global strategy
• The value of English as an international business language and the reasons Chinese companies win contracts in Africa
• A quantitative study of the Canadian Honey Industry
• the US auto industry’s expansion under the Trump Administration
• fake honey’s effects on the world’s honey business
• Management quality in global markets
• Coronavirus and BREXIT’s effects on the world’s aviation sector
• Impact of corporate privatisation on worldwide marketplaces
• Branding’s function in the global tourism sector
• Information technology management for global businesses
• Effects of efficient human resource management in global businesses
• Impact of efficient channels for corporate communication in global companies
• Acceptableness of government engagement in creating CSR restrictions
• Result of senior management interference in a company’s plans
• When accidents are every day, can the economic model for developing driverless cars still be viable?
• How social media branding gives companies a competitive edge in the age of globalisation
• Value ramifications of multinationals’ cross-border expansion trends in emerging markets
• How do public disclosure policies affect corporate operations management in a more globalised society?
• The elements affecting the success of building firms in the United Arab Emirates
• Important aspects for Carrefour to succeed in the current global market
• financial options for developing small and medium-sized businesses
• The impact of legislation on the marketing and production of tobacco.
• Is the government gaining revenue from the war?
• Companies that are successful both nationally and internationally.
• It is acquiring knowledge of the global IT market and sector.
• The impact of artificial intelligence on the workforce.

How Can ResearchProspect Help?

ResearchProspect writers can send several custom topic ideas to your email address. Once you have chosen a topic that suits your needs and interests, you can order for our dissertation outline service which will include a brief introduction to the topic, research questions , literature review , methodology , expected results , and conclusion . The dissertation outline will enable you to review the quality of our work before placing the order for our full dissertation writing service!

Final Words

Choosing the best international business dissertation topic in your graduate programme is a prerequisite to writing a first class dissertation paper.

Are you having trouble deciding what to write about for your dissertation or how to choose a topic? Search no further; we can assist you not only with the topic selection but the full process.

We have 1000s of satisfied customers when it comes to writing a dissertation . It’s your time to put your trust in us to provide you with the best topic and dissertation on international business that you deserve.

If you need help with the complete dissertation writing process, you may want to additionally read about our  proposal writing service  and the full  dissertation writing service .

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• Analyze cross-border challenges.
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• Research cultural influences.
• Examine multinational strategies.
• Select a topic aligning with your expertise and career aspirations.

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Dissertation Topics in Marketing

• Updated on  
• May 8, 2023

As a Marketing graduate, you are expected to submit a Dissertation as a part of your degree or PhD programme. Your Marketing Dissertation topic can connect to various areas including, branding, link marketing, wire/automated marketing, retailing principles, or any alternative field of marketing. Often, students have difficulty finding the correct dissertation topic for their Marketing course. Hence, to encourage you to get established with topic suggestions, we have acquired a list of the recent arguments you can use to create your Marketing Dissertation. Keep reading this blog to know more!

Also Read: Dissertation vs Thesis

This Blog Includes:

Dissertation topics for marketing, topics for mba marketing, b2b marketing topics , topics on digital marketing, relationship marketing dissertation topics, branding dissertation topics, direct marketing dissertation topics, cultural and marketing dissertation topics, online marketing dissertation topics, mobile marketing dissertation topics, the 4ps of (price, product, promotion, place) of marketing mix, consumer psychology and marketing dissertation topics, social media marketing dissertation topics, ethics in marketing dissertation topics , explore the well-crafted marketing dissertation topics  , present the perfectly written dissertation on marketing.

• What are the incentives and intentions behind support programs for corporations to engage consumers in the long series?
• To what degree does Caffe Nero’s app foster consumer allegiance?
• How and why can communication marketing be employed to entice new clients through social elements?
• How does production variety influence policy patriotism among high and low-contact producers?
• Can leisure goods merchants avoid obstacles by replacing bolt-in clients with a different set of benefits and products?
• How do entrepreneurs grapple with polygamous behaviour among users?
• Computerised communication economics in the age of COVID-19: Analysing the magnitude of personalisation and customisation.
• Growing policy support through long-value distribution management–an event study of UK health brands.
• What are the challenges for Tesco’s support card system in now’s cutthroat factory environment?
• An investigation of the relationship between observed risk and brand investment: A correlation of department store retailers in the UK .
• How does modernisation impact customer brand resonance? A process study of reception brands who were forced to innovate due to COVID-19.
• Do purchasers really figure out a company’s brand benefits? The process of Starbucks vs McDonald’s.

Students of the MBA Marketing course can refer to the following list of marketing dissertation topics.

• Involving communal systems when seeking different markets and developing the market interest.
• Systems companies use acting on customer boycotts.
• The job of joint buy in a poor industry.
• Are modernisations useful in building up the number of clients?
• The relationship between the geographic position and the nature of a system.
• The benefits groups get from the customisation of their works.
• Mobile commerce: its powers and shortcomings.
• The change in prices on offline and wire markets of properties.
• How serious is the job of branding in the progress of a business?
• Are there proper limitations in brand selling plans?
• What are the key features of Internet commerce?

Also Read: Dissertation Topic in Finance

Here are some dissertation topics for B2B marketing.

• Altering the Marketing Management. What are the new models, functions, processes, and techniques?
• Making the Idea Organisation: How to use expected control to set up brand advantage, develop leads, and interest clients.
• Getting to Love the Data Burst. Carrying out the potential of analytics for increased planning, margin control, and outcome.
• Drawing up for the B2B Social Buyer. Establishing the appropriate commerce difference between conventional customs and the new civil user.
• Sales Channel Enablement. Increasing the impact from your portfolio of enablement movements across direct and ancillary demand channels.
• Next Generation Account-Paltry Commerce. Developing the model, mix, and workforce across the full businesses and distribution cycle.

Given below is a list of Digital Marketing dissertation topics.

• How does the value of things that affect wire trade differ corresponding to the amount type in the works trade in the UK?
• Do consumers react negatively to low and high-term actions in an aggressive networked status? The process of wire record deals.
• In what respects do available wire conversation areas affect users’ return to direct selling promotions in civil form sets?
• Evaluating the power of vision brands’ direct selling via YouTube.
• How does the telemarketers’ community (tone) affect consumer feedback in a more diversified global business situation?
• Do users learn how to care for themselves from dishonest direct selling ploys employed by civil forms advertising firms?

Also Read: How to Write Acknowledgement for Dissertation?

Relationship Marketing is a marketing tactic to build long-term relationships with customers. This strategy allows companies to acquire customers, while also maintaining customer loyalty that further results in repeated customs for the respective company. In the modern business world today, Relationship Marketing can be a great base for your marketing dissertation as it provides you with a diverse range of dissertation topics:

• Digital relationship marketing in the age of COVID-19: Analysing the importance of personalisation and customisation.
• Analyzing the customer-centric marketing strategies in attaining competitive advantage for the firm and sustaining business success.
• The role of information technology in revolutionizing marketers’ approach towards manipulative advertisement.
• Customer loyalty – Behaviour or attitude? A mixed-method analysis.
• The relationship marketing strategies of Nike: A critical analysis.

In simple terms, a Brand is who you are while marketing is how you choose to build awareness about the brand. Basically, promoting a brand’s products and the services provided as a whole. Branding refers to the analysis of how businesses can use their brands to achieve a competitive advantage, through building brand equity, launching brand extensions, managing global brands, and more. Listed below are some Branding Dissertation Topics to begin with:

• How does innovation impact consumer brand resonance? A case study of hospitality brands who were forced to innovate as a result of COVID-19.
• Do consumers really understand a company’s brand values: Starbucks vs McDonald’s.
• A case study: Using digital methods to increase brand salience.
• Using social media marketing to attract customers to brands of small companies.
• The consequences of Unethical behaviour on the brand image: The cases of Shell, Nike and Starbucks.

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As technology is evolving, the concept of Direct Marketing is a boon for companies as it allows companies to connect with customers directly through advertising services such as emails, online adverts, flyers, database marketing, promotional letters, newspapers, outdoor advertising, phone text messaging, magazine adverts, coupons, phone calls, postcards, and websites. Direct Marketing allows companies to understand a customer’s specific needs to provide them with the most relevant products and services. Listed below are some topics for Direct Marketing Dissertation:

• In what ways do free online chat rooms influence consumers’ responses to direct sales promotions in social media environments?
• The effectiveness of beauty brands’ direct marketing via YouTube: Analysis
• Using SMS and email to connect with customers: Advantages and limitations of direct marketing.
• Using social media to reduce the cost of direct marketing
• Brand Loyalty And Customer Satisfaction In Online Retailing Company: A Case Study On Amazon

As businesses are expanding throughout the globe, Culture plays an important role in the interaction of marketers with customers. Culture has a great impact on international marketing due to the increase of globalisation in the business world. Companies are required to gain in-depth knowledge of the local culture before offering a product to them as effective communication is a major factor that contributes to customers buying the products. Listed below are some topics for your reference in the Cultural and Marketing Dissertation:

• Native advertising: Exploring its effectiveness in the UK, China, and the US.
• The effect of culture on marketing communications: The case of Coca-Cola in India
• How do supermarket chains overcome language differences in Switzerland?
• Effects of social media on organisational culture in the UK’s fashion industry.
• How does language impact brand identity? The case of Coca-Cola in the People’s Republic of China.

Online Marketing is an essential part of Marketing as it allows companies to build relationships with customers and spread awareness about the brand through digital marketing such as Search Engine Optimization, Pay-per-Click, Social Media Marketing, Content Marketing, Email Marketing, Mobile Marketing, Marketing Analytics and Affiliate Marketing. Unlike the traditional way of marketing that included print, billboard, television and radio advertisements, Online Marketing is a lot more affordable and effective. A dissertation on Online Marketing can definitely provide you with a wide range of topics. Listed below are some of the topics for a dissertation on Online Marketing:

• The case of Apple: How can firms customise their products?
• The impact of digital marketing innovation on Apple’s performance
• Pop-up advertisements: Hit or a miss
• Celebrities and influencers: Have they changed the game of online marketing?
• Analyzing customers’ psychology and its role in digital marketing.

Due to the increase in Internet browsing on mobile phones nowadays, Mobile Marketing has become an essential part of marketing communication. It aims to reach out to mobile users through different methods such as mobile-optimized ads, push notifications and mobile applications. Listed below are some topics for a Mobile Marketing Dissertation:

• Can a strong brand image be built through mobile marketing techniques?
• What do customers want from mobile marketing messages?
• How does location influence mobile marketing communications?
• What role does timeliness play in mobile marketing communications?
• What are the advantages and disadvantages of push-and-pull mobile marketing strategies?

The 4Ps of Marketing are widely used by marketers to influence consumer decision-making. Listed below are some topics you can use as a base for writing a Dissertation on Marketing Mix:

• The impact of product information availability and persuasive advertising on consumer behaviour.
• Advantages and disadvantages of online advertising in international marketing.
• The Importance of Marketing mix on non-profit organisations.
• Is word-of-mouth (i.e. online customer reviews) the new element of the Marketing mix?
• Case of iTunes: Can an overt international pricing strategy negatively affect the brand image? 

Marketing is ultimately underpinned by customer behaviour, which may be explained in large part by studying consumer psychology. This focuses on how consumers behave at each stage of the purchasing process and why they react the way they do. Marketers can use this information to create and implement communication strategies that target specific client groups based on their psychological characteristics. Here are some ideas for marketing dissertation topics based on marketing and consumer psychology:

• What drives customers to buy things from Amazon?
• What are the benefits and advantages of customer internet reviews?
• What impact do marketing intelligence and planning have on sports marketing?
• How can businesses use Big Data to obtain a better knowledge of their customers’ psychology?
• What do customers think about green marketing?
• What are customers’ feelings about Burberry’s digital marketing efforts?
• What were the forefathers of word-of-mouth communication? A case study in blockbuster marketing.
• How does gender influence information processing among luxury goods consumers?

Facebook, Instagram, LinkedIn and Twitter are widely used mediums for reaching out to customers online. Social media has become an essential part of both local and international companies. Some topics for Social Media Dissertation are:

• A content analysis of Food brands Instagram posts.
• The impact of social media marketing on brand loyalty.
• Instagram, influencer marking and trust – a critical analysis.
• Partnering with YouTube content creators and influences – An effective marketing strategy for brands.
• Implications for marketing managers: limitations of social media marketing.

Ethics in Marketing is the implication of standards of fairness, or moral rights and wrongs, to marketing decision-making, behaviour, and practice in the firm. Using unethical marketing practices may put a company’s viability at risk and cost its reputation which might have taken years to build. From ethical business practices to Corporate Social Responsibility (CSR), several research options are available for a marketing dissertation. Some topics to begin with a dissertation on Ethics in Marketing are as listed:

• How have spam laws improved marketing ethics online?
• What impact does published codes of conduct have on customer buying behaviour? The cases of The Body Shop, Levi Strauss, and Marks and Spencer
• The influence of local culture on business ethics of immigrants- A case study of the UK
• Vegan vs cruelty-free: the politics of labelling and why it matters
• What factors distinguish a consumer’s choice of most and least socially responsible firms?
• Exploring how organizations use corporate social responsibility (CSR) to reinforce brand equity

Marketing is a process through which companies be they Local or International use to create and build brand awareness, and customer relations, and for increasing business profits. Marketing is a great field for research as it provides you with a large number of research topics and sources. Listed below are some Marketing Dissertation Topics to start from niche:

• Analysis and determination of consumer buying behaviour for Coca-Cola
• Critical research on how AI will help make better marketing decisions
• Brand advertising and political campaigns: a possible interwoven impact?
• Analysis of how brands exploit impulsive buying
• Marketing budgets included by BREXIT
• The effect of COVID-19 on the global economy
• The decline in organic reach on social media platforms
• Do people appreciate being click baited into sponsored posts?
• How the extraordinary content offered by intelligent chatbots can help sports teams strengthen fan loyalty

A dissertation requires a lot of independent research so it may get a bit difficult to start with. Demonstrating your ability to think critically and analytically is what you’re supposed to bring in your Marketing Dissertation. A marketing dissertation requires you to conduct extensive research and present an argumentation in a particular claim of the topic you have chosen. The very first step to presenting a perfectly written marketing dissertation is to choose a topic you’re genuinely interested in, this allows you to understand and present the arguments well. However, you should make sure that the topic chosen is capable enough of contributing to your future in career aspects. You can look for marketing topic ideas from present scenarios, academic journals and scholarly books. In the aftermath of choosing the topic, you’re supposed to develop a research question. While creating a research question you must keep in mind your ability to answer it through primary and secondary sources. Gather the necessary material for your research and prepare an outline for your Marketing Dissertation. The last and final step of presenting a perfectly written marketing dissertation is to revise, edit and proofread your dissertation and make changes if required. Revise your marketing dissertation as many times as you can until you are fully satisfied with the paper. 

The best research topics in digital marketing include Artificial Intelligence, Conversational Marketing, Video Marketing, Search Engine Optimisation, Influencer marketing, Pay per Click Advertising, Visual Search, and Social Media Management and Marketing.

Some special dissertation topics in commerce are: 1) Write about the influence that advertising picks up on the performance of purchasers. 2) Address about the scholars can be trained among the mobile phone business. 3)Write about how foreign commerce can manage standardisation.

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• Chair of Marketing
• TUM School of Management
• Technical University of Munich

Bachelor and Master Thesis

You have the possibility to write a bachelor or master thesis in Marketing. We assign topics and research questions that seek to advance the knowledge in our field. For currently available topics please see the bottom of the page. We post new topics during the beginning of each semester .

IMPORTANT: It is not possible to apply with your own original topic. Please apply only to available topics below.

We expect theses written at our chair to provide a relevant theoretical contribution and build on empirical work. In order to prepare you for your thesis, we strongly recommend that you to attend the Consumer Behavior Research Methods class, which is offered in the winter semester. This course will familiarize you with the main steps in conducting research studies and analyse findings. 

Requirements

Bachelor Thesis Besides a high interest in marketing and consumer behavior, all students need to have completed the module " Empirical Research Methods (WI000261)" .

Master Thesis Besides a high interest in marketing and consumer behavior, all students need to have completed the module "Consumer Behavior Research Methods (WI001175)" . In addition, students who want to write their thesis under the supervision of either Prof. Christoph Ungemach, Balachandar Kaliappan, or Nienke Buters are required to have completed the module "Consumer Analytics & Big Data (WI001178)" or an equivalent module that covers data analysis with R . Please also refer to your respective study regulations for details regarding the general conditions of your final thesis and discuss them with us before starting your final thesis.

Applying for the topics advertised If you are interested in one of the advertised topics, please send your full application via e-mail to the relative supervisor . The email should include the following:

• Letter of motivation describing your interest on the topic
• Curriculum Vitae (tabular)
• Current transcript of records

Registration of the final thesis After our chair has accepted your application and after mutually agreeing on an outline, your final thesis can be registered at the examination office  (Prüfungsamt) . Here , you can find the registration form. 

Submission of the final thesis:

• via email as a PDF to the Grade Management team
• for the chair (your supervisor): electronic version of your final thesis (Word/pdf), raw data and analysis files (e.g. R, SPSS or NVivo files)

Available Topics for the SS 24

Who lives our life? An exploration of the relative importance of our different selves

AI & Creativity

An exploration of consumption preferences for unsustainable products

Assigned Topics for the SS 24 (no longer available)

"Sustainability and Guilt" - Supervisor: Sara Caprioli

"Brand Identification in Munich's Road Cycling Subcultures" - Supervisor: Sara Caprioli

"Consumer Preferences for Novelty and Usefulness in Product Marketing" - Supervisor: Sara Caprioli

Assigned Topics for the WS 23/24 (no longer available)

"Civic acceptability of mobility policies promoting sustainable mobility behavior” – Supervisor: Nienke Buters

"The Dark Side of Second-Hand Supply: A Qualitative Exploration" - Supervisor: Benedikt Schnurr

"Support of Sustainability Interventions Targeting Low- Versus High-Income Individuals: A Field Study" - Supervisor: Benedikt Schnurr

"Attitude and Behavior in Unsustainable Consumption" - Supervisor: Sara Caprioli

"Non-luxury second-hand garment consumers" - Supervisor: Sara Caprioli

"Enhancing Value Creation in Gift Exchange" - Supervisor: Sara Caprioli

"Who lives our life? An exploration of the relative importance of our different selves" - Supervisor: Armin Granulo

"An exploration of consumption preferences for unsustainable products" - Supervisor: Armin Granulo 

"Sustainability and Consumption Motives" - Supervisor: Armin Granulo 

Assigned Topics for the SS 23 (no longer available)

"Does risk behavior depend on the perspective?" - Supervisor: Armin Granulo

"Does being a boss change you decision frame?" - Supervisor: Armin Granulo

Assigned Topics for the WS 22/23 (no longer available)

"Public perceptions of inclusivity and accessibility" - Supervisor: Benedikt Schnurr

"Managers perspectives on accessible services" - Supervisor: Benedikt Schnurr

"Consumer preferences for accessible services" - Supervisor: Benedikt Schnurr

University of Fribourg

Department of Management

Topics for Bachelor and Master Theses in Management

You can find specific suggestions for Bachelor and Master theses, based on various thematic topics, on the websites of the different chairs . Please note that some chairs currently have waiting lists and therefore a proposal may not be accepted immediately. Those who wish to start their thesis without being placed on a waiting list may consult the list of general topics in the list below. Please contact the professors, or their assistants, directly by e-mail for further information.

Prof. Dr. Paul Dembinski (Master theses in English or French)

Here 3 propositions:

• Sustainable finance and risk
• An ethical approach of the discount rate
• Global value chains as a channel of social inclusion: case study in agriculture and propositions 

Contact :  Prof. Dembinski  

Sujets pour des travaux de Master  

Topics for Master Theses 

Prof. Dr. Olivier Furrer (theses in English or French)

Here 4 propositions:

• Sustainable food marketing
• Cultural intelligence in services
• Co-creation of value and well-being for customers
• Customer satisfaction with "in-home" services

Contact :  Prof. Furrer  

Further topics for Bachelor and Master theses at the Chair of Marketing 

Prof. Dr. Markus Gmür (theses in English, French or German)

Here 2 propositions:

• Social Entrepreneurship in selected sectors and/or countries
• The impact of digitalization of the nonprofit sector

The aim of the  list here is to provide some ideas for current research topics at the VMI. It is based on requirements for master students. It is also possible to submit your own suggestions for topics related to NPO management (please also see the guidelines for writing papers and theses). Those interested are initially requested to contact  Prof. Markus Gmür  

Prof. Dr. Martin Wallmeier (theses in English or German)

Are capital protection products fairly priced?

Detecting earnings management – A critical analysis of the Jones model

Further information can be found on: https://www.unifr.ch/finance/en/teaching/theses.html

Other, own subjects are possible. 

Requirements : sucessful attendance of a BA course (Bachelor theses) or MA course (Master theses) in the domain of Finance.

Please contact for preliminary discussion:   Prof. Wallmeier

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The Best Final Theses in 2022

March 27, 2023

More than 170 final theses were submitted to the examination office of Munich Business School in 2022. Four of them stood out in particular: They are the best theses of the year and were included in the MBS Outstanding Thesis series. In the blog article, we present the topics of the theses in more detail and let the honorees and their supervisors have their say.

As in the previous year , the best theses of 2022 demonstrate that bachelor’s and master’s theses are not only the icing on the cake on the way to graduation, but can also make a valuable contribution to research on current topics. “Best”, by the way, does not only refer to an outstanding grade; the theses should primarily convince through innovative approaches and methods as well as new findings.

And now, clear the ring for the best theses of 2022!

Mitigating, Managing and Moving Past Burnout: An Organizational Perspective on Mental and Physical Well-Being

Bachelor’s thesis by gavin trudeau.

Gavin Trudeau, graduate of the bachelor’s program International Business at MBS, deals in his bachelor’s thesis with the topic of burnout, which has become more present in society as well as in medicine and the workplace in recent years. On the basis that burnout is not just an isolated feeling of overwhelm, but a syndrome which is experienced after ongoing negative experiences that and poses great dangers to organizations and their employees, Gavin Trudeau discusses causes, symptoms, and prevention strategies. By combining a comprehensive literature review with empirical research consisting of a self-reporting survey and in-depth interviews, the bachelor’s graduate succeeds in painting a “holistic picture” that reveals “not only what causes stress at the workplace but also shows the drivers as well as appropriate measures at the company and their relation to avoid negative impacts” – say the thesis supervisors Prof. Dr. Arnd Albrecht and Evelyn Albrecht-Goepfert.

We asked Gavin Trudeau how he came to address the topic of burnout in his bachelor’s thesis:

“I have always been interested in psychology and the importance of mental health so it was important for me to bring those two elements into my thesis and relate it to current issues I had been witnessing in the business landscape. At the time I started thinking about my topic we were still in the depths of the pandemic, and working from home was still mandatory for most people. I was seeing and hearing so many examples of people from my network experiencing abnormal levels of stress at their jobs and having difficulties adapting to the new way of life and working, which ultimately led me to the topic of burnout prevention, stress reduction and health promotion. I thought these topics were extremely relevant and also forward thinking. The importance of mental health in the workplace is on the rise and starting to be seen as equally important as physical health. My motivation for this research was to be able to provide valuable and insightful data and recommendations so that CEO’s, managers, entrepreneurs and employees can integrate these learnings into their lives to create healthier and more positive work environments.”

You can read the full paper here .

Bootstrapping New Networks – Incentivization Strategies to Leverage Network Effects within Digital Platforms by Using Blockchain Technology

Master’s thesis by philipp wohlfart.

Start-ups must deal with the “cold start” problem and especially for platforms that fight the “chicken and egg” dilemma, building an initial user base is a major challenge. Since new emerging technologies such as blockchain technology have so far received only little attention in research on this topic, although they promise attractive solutions, Philipp Wohlfart addresses this issue in his master’s thesis. The Innovation and Entrepreneurship graduate explores the question of how blockchain technology can help to bootstrap new networks by using token incentives when application utility is still missing. To answer the question, Phillip Wohlfart conducted six semi-structured experts interviews – with the result that token incentives can support in many ways.

“From the factual coverage to the method to the results, a truly outstanding work: logically argued, well researched, and very structured and transparently presented. Phillip Wohlfarts findings have both theoretical and practical implications for stakeholder management and alignment within platforms. They also provide insight into how to create, evaluate or analyze sustainable blockchain-based platform designs.” Prof. Dr. Anne Tryba, supervisor of the thesis and former Professor for Entrepreneurship at MBS

Read the full thesis here .

Analysis of the Impact of Customer Experience Management Among B2B Companies in the Construction Industry

Mba master’s thesis by sarim mehtab hasan.

While B2C companies have been firmly incorporating customer experience management (CXM) strategies into their business models for quite some time and there is accordingly sufficient research on the subject, the relevance of CXM in the B2B context has only recently been repeatedly emphasized. To investigate the importance of CXM in the context of his master’s thesis, Sarim Mehtab Hasan chooses the construction industry, for which the requirement of customer experience is even more vital due to diverse stakeholders. Interviews with senior professionals from construction companies show that the construction industry is still traditional, focuses on short-term returns, which doesn’t align with customer’s needs, and overall lacks awareness of CXM and its benefits. Sarim Hasan uses these – rather sobering – results to derive recommendations as well as short- and long-term implementation strategies for the construction industry in terms of customer experience, which earned his thesis the rating “outstanding”.

We asked Sarim Hasan what it means to him that his thesis in the MBA General Management was awarded as MBS Outstanding Thesis:

It was my first time writing a thesis and I learnt a lot during the entire process. Not only was I able to get an extensive understanding of the topic of CXM in the B2B environment but also improve my personal & professional skills. This, combined with the experience I gained from the business projects during my studies at MBS, really elevated my capability to manage projects effectively, which is something I currently apply on a daily basis in my full-time job. Getting this award gave a substantial boost to my confidence levels, especially to take on new risks for a higher reward, and validated the importance of CXM in today’s customer-driven business world. After working for almost 8 months in a customer-facing role post-MBA, I can undoubtedly confirm that my thesis has played a major role in my performance as a Customer Experience Manager at A2MAC1 and I hope that other business students find value in my research and take it even further.

Economic Evaluation of Digitized Health Data for the German Health Care System Using the Example of the Electronic Health Record

Mba master’s thesis by dr. sven grösgen.

Dr. Sven Grösgen dedicates his final thesis to a highly topical and explosively discussed subject: Germany’s plans to introduce of an electronic patient record. Such a digital file promises not only to improve healthcare, but also to have a positive impact on the economy. However, the status quo is that only 1.8% of total annual spending has been devoted to driving digitization in healthcare, while per capita spending continues to rise at the same time. With a general analysis of the electronic patient record and a detailed cost benefit analysis, Sven Grösgen shows that digital storage of health data has potential to counteract inefficiencies in healthcare and that the costs would be offset within the first ten years. In addition, the MBA graduate advocates an “opt-out” instead of an “opt-in” model and provides further impulses on how the implementation of an electronic patient record can be increased and further developed into an electronic health record.

“The author provides a very good and knowledgeable overview of existing literature and discusses all relevant aspects of the topic. At the time of the research, various reservations of both medical practitioners and patients shaped the discourse, so the focus on the economic benefits is particularly enlightening. As the relevance of the topic has recently increased even more, reading this thesis can be recommended to anyone seeking a sound basis on this topic area.” Prof. Dr. Eva Stumpfegger and Prof. Dr. Florian Bartholomae about why they decided to nominate Sven Grösgen’s thesis as MBS Outstanding Thesis

• Bachelor International Business
• Bachelor's Thesis
• Customer Experience
• Digitalization
• Final Thesis
• Health Care Management
• Master Innovation and Entrepreneurship
• Master's Thesis
• MBA General Management
• Mental Health

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Bachelor's thesis

With the bachelor thesis, students work independently on a topic from business administration. It aims to enable the student to identify a problem within a given period of time and with limited resources on the basis of basic subject-related knowledge with the current scientific methods of the subject, to independently find ways to a solution and to present the solution in an appropriate linguistic and formal manner.

Information about the bachelor's thesis

Topic allocation procedure, step 1: assignment to the chair of marketing & innovation.

The examination committee allocates every student to a chair that will supervise his/ her bachelor's thesis. In order for the examination committee to be able to allocate all students, they have to apply online. Please see the information of the examination board on ILIAS for the current schedule and procedure for your assignment to a chair for your Bachelor's thesis.

Step 2: Allocation of Topics

If the examination committee allocated you to our chair, we will provide you with a list of the bachelor's thesis topics available at our chair.

Then you will be asked to submit a list ranking the topics in accordance with your preferences.

Subsequently our team will allocate you to a topic taking your preferences into account as possible. The bachelor's thesis can be written in English or German.

Subject areas for the bachelor's thesis

• Service Marketing
• Innovation Management
• Business Model Innovation
• Brand Management
• Communication Management
• Consumer Behavior
• Price Management
• Marketing Theory
• Marketing Strategy
• Sales Management
• International Marketing
• Digital Marketing

Topics of completed bachelor's theses

• I go with my gut – Feelings as Information in Purchase Decisions Ich höre auf mein Bauchgefühl – Gefühle als Informationen bei Kaufentscheidungen
• Social status and conspicuous consumption: A literature-based review Sozialer Status und Geltungskonsum: Eine literaturbasierte Analyse
• Made in Europe versus made in India – The Coutry-of-Origin effect and its' consequences for global marketing Made in Europe versus made in India – Der Country-of-Origin Effekt und seine Konsequenzen für globales Marketing
• Do it yourself – Implications of consumers' effort investment for marketing management Marketing-Implikationen des Do-it-yourself-Effekts
• What makes a successful firm’s innovation culture? – A literature review Was macht die erfolgreiche Innovationskultur einer Firma aus? – Ein Literaturüberblick
• Innovation through networks – Opportunities and barriers of interorganizational integration Innovation in Netzwerken – Chancen und Barrieren der interorganisationalen Integration

Informationen about Scientific Writing

Please find the guidelines for the form and content of scientific papers at the Chair of Marketing & Innovation here, as well as the guidelines for the use of AI-tools in the Area Marketing & Sales. Please use the reference style of the American Marketing Association / Journal of Marketing in all scientific papers and presentations at our Chair.

• Guidelines regarding the form, content and language of academic papers
• Guidelines for the Use of AI-Tools in the Area Marketing & Sales
• AMA Reference List Style

Alexander Rupertus, M.Sc.

Contact person for bachelor's theses

For further information please contact Alexander Rupertus .

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Current Topics

Conceptual & theoretical topics.

Marketing at the end of the product life cycle

Disappearing products may invoke the feeling of missing something. This emotional reaction arises from an individual need that can no longer be fulfilled. However, the melancholy related to these missing products can be profitable  for companies as there are several ways to benefit from this nostalgia. These feelings and their implications for successful marketing in this late stage should be analysed within this master's thesis:

One way is to preserve a typical element and to integrate it into the new product as a "bridge to the familiar". An example would be the page-turn animation adopted by e-readers or the shutter-release click sound that accompanies a digital snapshot. Another way of dealing with disappearing beloved gadgetry is to turn the relics into cult objects. Once part of our everyday lives, new meaning can be attributed to products that have lost their cultural significance. This tendency can be observed in the current success of vinyl in response to the ubiquity of MP3.

Thus, the question arises if integrating nostalgic aspects into new products stimulates purchase intention. How can successful repositioning be achieved by means of marketing and what are important drivers? The work should explore those questions by means of an empirical study.

Belz, F. M. (2017). Marketing in the age of sustainable development. In System Innovation for Sustainability 1 (pp. 126-146). Routledge.

Rose, C. M. (2000). Design for environment: a method for formulating product end-of-life strategies (Vol. 185). Stanford, CA, USA: Stanford University.

Consumer Behavior and goal systems theory

This work should provide an overview about goal systems theory and its applicability to consumer behavior research. The focus of the work can be either content-related or methodological (or both). A typology of goals might be derived and related to behavioral decision making and consumer well-being. A methodological reflection might investigate measurement aspects of goals and the analysis of decision making under multiple goals.

Aspara, J., Chakravarti, A., & Hoffmann, A. O. (2015). Focal versus background goals in consumer financial decision-making: Trading off financial returns for self-expression?. European Journal of Marketing, 49(7/8), 1114-1138.

Kruglanski, A. W., Shah, J. Y., Fishbach, A., & Friedman, R. (2018). A theory of goal systems. In The Motivated Mind (pp. 215-258). Routledge.

Kopetz, C. E., Kruglanski, A. W., Arens, Z. G., Etkin, J., & Johnson, H. M. (2012). The dynamics of consumer behavior: A goal systemic perspective. Journal of Consumer Psychology, 22(2), 208-223.

Chun, W. Y., & Kruglanski, A. W. (2006). Consumption as a multiple-goal pursuit without awareness. In Applying social cognition to consumer-focused strategy (pp. 213-230). Psychology Press.

Devezer, B., Sprott, D. E., Spangenberg, E. R., & Czellar, S. (2014). Consumer well-being: Effects of subgoal failures and goal importance. Journal of Marketing, 78(2), 118-134.

Impact of Covid19 on Consumer Behavior

This thesis should address changes in consumer behaviour due to the current Covid19 pandemics. The work needs to retrieve state-of-the-art literature. Given the dynamic settings, no specific guidance is provided upfront.

Schmidt, C., Goetz, S., Rocker, S., & Tian, Z. (2020). Google searches reveal changing consumer food sourcing in the COVID-19 pandemic. Journal of Agriculture, Food Systems, and Community Development, 9(3), 1-8.

Sheth, J. (2020). Impact of Covid-19 on Consumer Behavior: Will the Old Habits Return or Die?. Journal of Business Research

Zwanka, R. J., & Buff, C. (2020). COVID-19 Generation: A Conceptual Framework of the Consumer Behavioral Shifts to Be Caused by the COVID-19 Pandemic. Journal of International Consumer Marketing, 1-10.

Your own topic idea? Do you have a topic idea? Please write a short abstract (1-2 pages) outlining your research idea and send us this document together with 5-7 literature sources. We will be happy to screen your proposal and provide you feedback.

Empirical research projects

Citizens´ acceptance of Wind energy

This work should develop and empirically test a model of technology acceptance for Wind energy supply.  A questionnaire should be designed which assesses the drivers of technology acceptance. The effects of targeted communication campaigns might be tested by contrasting different survey settings in a quasi-experimental way.

Yiridoe, E. K. (2014). Social acceptance of wind energy development and planning in rural communities of Australia: A consumer analysis. Energy Policy, 74, 262-270.

Sonnberger, M., & Ruddat, M. (2017). Local and socio-political acceptance of wind farms in Germany. Technology in Society, 51, 56-65.

Social Media (Brands) and consumers´ implicit cognition

Social media became an integral element in persons´ live. The cognitive mechanisms of social media usage and its effects on consumer’s behavior are not yet fully understood. Implicit measures can be used in order to evaluate emotions of implicit cognitions that might underlie social media (brands). The work can either focus on Marketing aspects, addressing issues of brand image and social networks, or on consumer protection, addressing issues of addictivity of social media

Gibson, B. (2008). Can evaluative conditioning change attitudes toward mature brands? New evidence from the Implicit Association Test. Journal of Consumer Research, 35(1), 178-188.

Trends & Usage in Marketing & Organization

This work should empirically investigate how technological and/or societal trends are being screened by companies and insights utilized in the field of Marketing and /or within the entire organization. Technological trends might e.g. relate to 5G, IoT, smart cities or artificial intelligence; societal trends to changes in consumer behavior and ESG topics. A questionnaire should be designed which assesses the scope of trends being investigated and the organizational responses to obtained insights. The survey should be exemplarily executed interviewing SMEs in a specific industry.

Schwarz, J. O., Kroehl, R., & Heiko, A. (2014). Novels and novelty in trend research—Using novels to perceive weak signals and transfer frames of reference. Technological Forecasting and Social Change, 84, 66-73.

Value-Based Labelling (VBL): Bio label Brands and consumers´ implicit cognition

With the rapid advancement of mass production and social concern about environment, consumers are increasingly becoming more vigilant regarding environmental damage and have given a rise to Value-Based Labelling. In addition, while green consumers as an important market segment tend to behave and consume consciously, however, according to Basu and Hicks (2008), the “empirical evidence on consumers’ willingness to pay for labelled products in Western markets fails to provide conclusive evidence regarding the existence of a positive price premium” (p. 471). Several relevant product and marketing technique reflecting product attribute evaluation when judging green product can be identified using implicit cognition measures. Based on the systematic interlinkage of consumption practices and conventions of everyday life, Approach and Avoidance Task (AAT) would be used to examine implicit tendencies of price conscious and brand conscious consumers. AAT would capture the implicit attitude of respondents during the pushing and pulling of private label bio-stimuli from several German supermarkets and discounters. The branded product (national brands) viruses Bio-VLB would be used to assess respondent’s unconscious attitudes and action tendencies.

McEachern, M. G., & Warnaby, G. (2008). Exploring the relationship between consumer knowledge and purchase behaviour of value‐based labels. International Journal of Consumer Studies, 32(5), 414-426.

McEachern, M. G., & Schroeder, M. J. (2004). Integrating the voice of the consumer within the value chain: a focus on value-based labelling communications in the fresh-meat sector. Journal of Consumer Marketing, 21(7), 497-509.

Reviews of existing empirical studies

The Service Encounter: Consumer Reactions to favorable incidents

Within their fundamental work Bitner et al (1990) provide a typology of both satisfactory and dissatisfactory critical service incidents. Moreover, the authors derive reaction patterns from the service personal which affect the final evaluation of the service incident by the consumers. This research will empirically analyze the outlined typology (as well as further incidents and possible reaction patterns) based on a large data set of online reviews for hotels.

Whereas this empirical thesis focusses on the analysis of positive (satisfactory) critical incidents, it shall be complemented by another thesis focusing on negative (dissatisfactory) critical incidents.

Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable incidents. The Journal of Marketing, 71-84.

The Service Encounter: Consumer Reactions to unfavorable incidents

Whereas this thesis empirical focusses on the analysis of negative (dissatisfactory) critical incidents, it shall be complemented by another thesis focusing on positive (satisfactory) critical incidents.

Consumers´ implicit Ethnocentrism tendencies

Despite the well-established impact of consumer ethnocentrism on purchase decisions, current literature offers limited evidence on consumer implicit ethnocentrism tendencies. The aim of this research is to address this gap by investigating the underlying variations in consumer ethnocentric attitude-behavior using Approach-Avoidance Task. Product involvement, brand and country of origin of purchased retail products are investigated for their impact on the differences in the behavioral tendencies.

Sharma, S., Shimp, T. A., & Shin, J. (1994). Consumer ethnocentrism: A test of antecedents and moderators. Journal of the academy of marketing science, 23(1), 26-37.

Watson, J. J., & Wright, K. (2000). Consumer ethnocentrism and attitudes toward domestic and foreign products. European journal of Marketing, 34(9/10), 1149-1166.

Bachelorarbeiten | Bachelor Theses

Thank you for your interest in writing your bachelor thesis at our department.

Every semester we supervise around 30 bachelor theses in the area of international management. A prerequisite for writing your bachelor thesis at our department is the participation and successful completion of one of the following courses: “Management in Emerging Markets” or “International Management” or “International Management: Doing Business in Emerging Markets”. Please note that you must have passed one of these courses before you apply for a bachelor thesis at the Department of International Management.

Every semester, we offer two application phases in which you may apply for a bachelor thesis at the Department of International Management. These application phases start approximately four weeks prior to the next assignment date. With the start of the application phase, you can join our StudOn group and inform yourself about the new bachelor thesis topics offered by us. As a next step, you will have to complete our Bachelor Thesis Seminar before applying for your preferred topics.

The Bachelor Thesis Seminar involves working through our Guidelines for Scientific Theses (to be downloaded from our website) as well as our e-Learning on Academic Working and Writing (more details in the StudOn group). After you have worked through our guidelines and the e-Learning, you will have to complete a short multiple-choice test.

Once you have passed the multiple-choice test, you can apply for a maximum of five different topics. On the assignment date, you will then receive an email from us which informs you if you were assigned a topic and which one of your five preferences you were assigned to.

After one topic has been assigned to you, you will have to work on and submit a short exposé (thesis proposal) to your thesis advisor, which outlines the research question(s), objective(s), structure and planned methodology of your bachelor thesis. The exposé has to be completed and submitted to your supervisor within two weeks. Afterwards, your advisor will provide you with a detailed and written feedback on the submitted proposal. If we accept your thesis proposal, we will register your thesis at the examinations’ office. From that moment onwards, you will have nine weeks to write your bachelor thesis and may consult with your advisor when needed.

Please see the StudOn group for further information.

Winter Term 2024/2025 Winter Term 2024/2025

Summer term 2024 summer term 2024.

• Start of the application phase: 20.03.2024; Assignment date: 17.04.2024
• Start of the application phase: 22.05.2024; Assignment date: 19.06.2024

Professor Holtbrügge as well as all research and teaching associates of the chair supervise theses on different topics depending on their respective research focus. Exemplary topics offered in previous semesters can be found in the list below. Please note that new topics will only be published in the respective StudOn groups.

Theresa Bernhard , M.Sc.

Department of International Management

• Phone number: +49911530295472
• Email: [email protected]
• Personalmanagement
• International Marketing
• Bachelor and master thesis assignment