marketing plan bachelor thesis

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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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Home > ETD > Marketing and Advertising > ETDB_MARKET

Marketing and Advertising Bachelor's Theses

Theses/dissertations from 2022 2022.

A Marketing Plan for Ground Up, Inc. , Alyssa J. Alea, Rafael Luis R. Dela Cruz, Catherine Rose E. Estepa, and Ma. Coleen C. Galura

An Integrated Marketing Communications Plan for Arsenal Content Marketing , Miguel Alberto R. Banaag, Patrick Victor V. Calsado, Alec Gideon Galupe, Bianca Patricia Geraldine H. Go, and Max Jomokee E. Nebrida

A marketing plan for Res|Toe|Run , Ana Nicole F. Brillantes, Nicole Ann L. Co, and Miguel Albert S. Felipe

An Integrated Marketing Communications Campaign For Globe Prepaid Project Virtual Hangouts , Faith P. Buenaventura, Nicolle Bernadette S. Cuevas, Dominique Ann Philomena V. Lacuna, and Danielle Renee B. Ng

A Marketing Plan for North Star Flour Milling Corp , Andre Kingwin D. Chen and Ezekiel C. Dela Cruz

An Integrated Marketing Communications Campaign for WPP Marketing Communications Inc. (JWT Philippines) , Danielle Therese R. De Leon, Marie Louise T. Rodriguez, Ma. Angelica Solis, and Alleyson Martina C. Ventura

A Marketing Plan for OWNDAYS Philippines , Chelsie Erica T. Torres, Justine Ann B. Cruz, Hannah Marie T. Penafiel, and Ariana David B. Purugganan

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Think of yourself as a member of a jury, listening to a lawyer who is presenting an opening argument. You'll want to know very soon whether the lawyer believes the accused to be guilty or not guilty, and how the lawyer plans to convince you. Readers of academic essays are like jury members: before they have read too far, they want to know what the essay argues as well as how the writer plans to make the argument. After reading your thesis statement, the reader should think, "This essay is going to try to convince me of something. I'm not convinced yet, but I'm interested to see how I might be."

An effective thesis cannot be answered with a simple "yes" or "no." A thesis is not a topic; nor is it a fact; nor is it an opinion. "Reasons for the fall of communism" is a topic. "Communism collapsed in Eastern Europe" is a fact known by educated people. "The fall of communism is the best thing that ever happened in Europe" is an opinion. (Superlatives like "the best" almost always lead to trouble. It's impossible to weigh every "thing" that ever happened in Europe. And what about the fall of Hitler? Couldn't that be "the best thing"?)

A good thesis has two parts. It should tell what you plan to argue, and it should "telegraph" how you plan to argue—that is, what particular support for your claim is going where in your essay.

Steps in Constructing a Thesis

First, analyze your primary sources.  Look for tension, interest, ambiguity, controversy, and/or complication. Does the author contradict himself or herself? Is a point made and later reversed? What are the deeper implications of the author's argument? Figuring out the why to one or more of these questions, or to related questions, will put you on the path to developing a working thesis. (Without the why, you probably have only come up with an observation—that there are, for instance, many different metaphors in such-and-such a poem—which is not a thesis.)

Once you have a working thesis, write it down.  There is nothing as frustrating as hitting on a great idea for a thesis, then forgetting it when you lose concentration. And by writing down your thesis you will be forced to think of it clearly, logically, and concisely. You probably will not be able to write out a final-draft version of your thesis the first time you try, but you'll get yourself on the right track by writing down what you have.

Keep your thesis prominent in your introduction.  A good, standard place for your thesis statement is at the end of an introductory paragraph, especially in shorter (5-15 page) essays. Readers are used to finding theses there, so they automatically pay more attention when they read the last sentence of your introduction. Although this is not required in all academic essays, it is a good rule of thumb.

Anticipate the counterarguments.  Once you have a working thesis, you should think about what might be said against it. This will help you to refine your thesis, and it will also make you think of the arguments that you'll need to refute later on in your essay. (Every argument has a counterargument. If yours doesn't, then it's not an argument—it may be a fact, or an opinion, but it is not an argument.)

This statement is on its way to being a thesis. However, it is too easy to imagine possible counterarguments. For example, a political observer might believe that Dukakis lost because he suffered from a "soft-on-crime" image. If you complicate your thesis by anticipating the counterargument, you'll strengthen your argument, as shown in the sentence below.

Some Caveats and Some Examples

A thesis is never a question.  Readers of academic essays expect to have questions discussed, explored, or even answered. A question ("Why did communism collapse in Eastern Europe?") is not an argument, and without an argument, a thesis is dead in the water.

A thesis is never a list.  "For political, economic, social and cultural reasons, communism collapsed in Eastern Europe" does a good job of "telegraphing" the reader what to expect in the essay—a section about political reasons, a section about economic reasons, a section about social reasons, and a section about cultural reasons. However, political, economic, social and cultural reasons are pretty much the only possible reasons why communism could collapse. This sentence lacks tension and doesn't advance an argument. Everyone knows that politics, economics, and culture are important.

A thesis should never be vague, combative or confrontational.  An ineffective thesis would be, "Communism collapsed in Eastern Europe because communism is evil." This is hard to argue (evil from whose perspective? what does evil mean?) and it is likely to mark you as moralistic and judgmental rather than rational and thorough. It also may spark a defensive reaction from readers sympathetic to communism. If readers strongly disagree with you right off the bat, they may stop reading.

An effective thesis has a definable, arguable claim.  "While cultural forces contributed to the collapse of communism in Eastern Europe, the disintegration of economies played the key role in driving its decline" is an effective thesis sentence that "telegraphs," so that the reader expects the essay to have a section about cultural forces and another about the disintegration of economies. This thesis makes a definite, arguable claim: that the disintegration of economies played a more important role than cultural forces in defeating communism in Eastern Europe. The reader would react to this statement by thinking, "Perhaps what the author says is true, but I am not convinced. I want to read further to see how the author argues this claim."

A thesis should be as clear and specific as possible.  Avoid overused, general terms and abstractions. For example, "Communism collapsed in Eastern Europe because of the ruling elite's inability to address the economic concerns of the people" is more powerful than "Communism collapsed due to societal discontent."

Copyright 1999, Maxine Rodburg and The Tutors of the Writing Center at Harvard University

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.

What strategic and operational impacts, challenges, and opportunities do the legal adjustments (GDPR, DSG) have on the tracking and monitoring of Swiss and/or EU digital marketing teams?

What strategies can digital marketing teams apply to continue collecting relevant digital user data?

Based on which aspects can the level of marketing agility of marketing teams be identified?

What opportunities and challenges do agile marketing teams face?

How “agile” are Swiss marketing teams?

The market for small donations for NPOs is extremely competitive and hardly growing. However, there is still significant potential in the area of patronage and major donation marketing. In particular, the opportunities offered by digitalization and the individualization of donation marketing have not yet been sufficiently exploited. How can major donors and projects be connected efficiently, trustworthily and on a personal level?

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?

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.

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How to Develop a Fantastic Marketing or Management Thesis Idea!

This article was updated on 07.10.2021.

Are you a marketing Bachelor, or possibly Masters, student trying to develop an idea for your thesis? Perhaps you already have an idea for the research project but you don’t know exactly how to structure it?

Well, please don’t tell me you are sitting on your couch squeezing your brain hoping that some interesting and meaningful idea will come out. That is certainly NOT how it works!

But don’t worry. After some years supervising (MANY) students, I’ve sketched here some hacks that hopefully will be useful for you!

But please note: These are my personal suggestions. Some scholars may have different views.  So don’t forget to discuss your marketing research ideas with your supervisor, ok?

Are you ready? Let me take you through, step-by-step on how to develop a fantastic marketing thesis idea:

The very first aspect you must have clear, in order to structure your thesis idea, is to understand the difference between CONTEXT and THEORY.

This is extremely important and something students very often get wrong. After understanding the difference between them, then we’ll discuss how to define your thesis idea, ok? So here we go, one concept at a time:

First let me ask you a simple question: what would you like to conduct a study on?

Are you interested in conducting a study on electric cars? smartphones? music concerts? children under five years of age? organic food? elderly consumers? fast-fashion? Germans? Australians?

Well, well, well… These are all examples of CONTEXTS in which a study can be conducted!

In a study, CONTEXTS are scopes to which a study can be applied. It does not reveal what the study will be about, neither what it is investigating.

Contexts of study can (or should) be narrowed to, for example:

• Sample (Consumer group): e.g. High income, Seniors, Loyal customers, Innovators.
• Product/service category: e.g. Beer, Headphones, laptops, Coffee. 
• Markets: e.g. Brazil, Australia, Germany, USA.

You see, the more specific you define your context , the clearer your study will be!

So, for example, you can define your context based on all three scopes: sample , market and product/service category . Here are two examples:

• Example 1 : You can conduct a study involving Adults (Sample), China (Market) and Luxury cars (Product category).
• Example 2 : You can conduct a study involving Bachelor Students (Sample), New Zealand (Context of market) and Hostels (Service category).

Also, you can choose more than one context of sample, market or product. Usually when this is done, the study involves comparing the different markets, samples or products. And these tend to be very interesting studies!

Here is one example of a study, which would compare two contexts:

• Example: A study comparing three consumer groups (low income, medium income and high income) in relation to household energy use (Service Category) in Germany (Market).

Seems interesting, right?

Ok, I feel you have understood what a context is. But what if you do not even have an idea of which context to study? Would you like to know how to choose the context(s) of your study?

First thing to consider is your personal passion. My friend, what are you passionate about? I mean really PASSIONATE! Is it coffee? submarines? video-games? fashion? food? traveling? No matter your passion, you can always research it in order to understand it and be even closer to it. Pretty good, right?

•  Remember, your thesis will take a lot of effort. Do you really want to discuss and spend loads of time reading about something you are not fond of? Of course not. So follow your passion. Sounds cheesy, but it is true.

Second aspect to consider, is the relevance of the study. How timely is the context that you chose? For example, currently there are many relevant topics that are of interest to many people: global warming, virtual reality, artificial intelligence, sustainability…

There are also topics that will always be relevant, no matter the time. So make sure to choose contexts that are relevant for society and that can provide interesting insights for the industry.

An interesting way to find relevant timely topics is to simply visit credible sites and read what the main discussion topics are around the context you are interested in. The list of possible sites is endless, but here are five great examples:

• Harvard Business Review
• The Economist
• The New York Times

Finally, you might ask yourself: what if my passion is outdated? Well, well, well… In case you are interested in researching old typewriters or coal as a possible source of energy, I’ll leave you to discuss it with your supervisor.

But there is always a way to link to a current topic or adjust to frame it into a research topic.

All good with understanding context? Great! So let’s move on!

In case you are enjoying the article, you can also watch the thesis writing video with further support on how to develop your research idea. On the video series you will also find support on all other chapters of your thesis!

In case you would like to have more research suggestions, check our research resources section .

Ok, so let’s assume you chose Adults (Sample), China (Market) and Luxury cars (Product) as CONTEXT for your study. Very good start!

The following step refers to addressing the question:

WHAT would you like to understand/research about adult Chinese consumers of luxury cars?

Answering this question will allow you to define which theoretical concepts must be defined. For example:

• Would you like to understand their perception of quality of cars ?
• Do you wish to understand their willingness to buy luxury cars ?
• Perhaps how they evaluate car options during their decision making process ?
• Maybe how they try to reduce the perception of risk while searching for information?
• Do you wish to investigate their post-purchase evaluations ?
• Or maybe how branding and situational factors influence their decision making process ?

All of the concepts highlighted are examples of theoretical concepts (your entire literature review will be about them). So defining them is crucial for you to define what your thesis will be about.

And how do you choose your theoretical concepts? How do you know which concepts apply to the context of your study?

Well, the first step is to read previous scientific studies related to the context of your study. By doing so, you will familiarize yourself with what has been researched and identify research gaps related to your context.

And how do you find such studies? Also simple:

• Google Scholar : Google Scholar is perhaps the easiest way to start. You simply use keywords related to your context to start with. Go through (this means reading!) the studies and see which concepts have been already applied by other researchers.
• Digital library of your university: Most universities have their internal system of digital catalogues. Does your university have a digital library? Access the scientific journals!
• Search for research gaps: Most scientific studies provide (in their last section) ideas of future research directions. You may choose to develop a study suggested previously by those authors (and make sure to contact them and inform! They will appreciate it!).

Once you have defined the context of your study and the main theoretical concepts, the next step involves defining your research aim.

The research aim represents a general statement which describes what your study “aims” to achieve. Got it? It will be included in the introduction chapter of your thesis and is really important because it should inform the reader what your study will be about.

Here are some further hints when developing your research aim:

• The research aim is a statement, which ideally should be ONE ( TWO maximum! ) sentences long.
• Therefore, it should be short , objective and clear, enabling readers of any audience to understand what your study will be about.
• Sample: Which consumer group (s) will you address?
• Market: Which market (s) will you address?
• Product/service : Which product (s) will you address?
• Example of theoretical concepts : Quality, trust, decision making process, willingness to purchase, risk, innovation, satisfaction, loyalty, etc.

Here are three examples of research aims, combining all of the suggestions above:

• Example 1: This thesis aims to investigate the influence of virtual reality (context of product) on the decision making process (theoretical construct) and willingness to book (theoretical construct) of senior travelers’ (context of sample and service) in Germany (context of market) .
• Example 2: This thesis aims to investigate and contrast the impact of toy (context of product) advertisement on television (context of medium) on American (context of market) children’s and parents’ (context of sample) trust, willingness to purchase and quality perception (theoretical concepts) .
• Example 3: This thesis aims to compare Brazilian and Chinese millennials’ and baby boomers’ (context of sample) usability and risk perception (theoretical context) towards different mobile technology devices (context of product ).

Alright, so by now you have understood the difference between context and theory, and how to develop your research aim. Once you have that, the following step is to define your research objectives.

The objectives represent the main steps you need to go through in order to fulfill your research aim. So basically, the objectives are the overall steps of your study.

Essentially, here the logic of your research objectives: You should develop them in a way that after addressing all of them, you will have fulfilled the research aim of your thesis.

Did you understand? My friend, in case you have not understood, please read the the previous sentence as many times as possible until you do. It’s very important you do!

Now that you got it, here are some further recommendations on how to develop your research objectives.

First, there is NO specific number of objectives that your thesis should have. It depends on each project. Furthermore, usually, the FIRST objective refers to the review of scientific literature of the main theoretical concepts of your thesis. Here are three examples to illustrate it:

• Example 1: The first objective involves the review of the relevant scientific literature regarding the concepts of decision making process and willingness to book in the tourism context.
• Example 2: The first objective of this thesis involves reviewing the relevant scientific literature regarding trust, willingness to purchase and quality perception.
• Example 3: The first objective of this thesis involves reviewing the relevant scientific literature regarding usability and risk perception.

Also, usually, the following second, third, fourth (or more) objectives of your thesis will describe the DATA COLLECTION process of your thesis. Thus, these research objectives should provide an indication of what you want to achieve the data collection processes.

Here are three examples:

• Example 1: A structured survey will be conducted with senior travelers in order to identify the frequency of service failures during online booking.
• Example 2: A focus group will be conducted with senior travelers to discuss their online booking behavior and identify the main elements which may reduce usability and enhance risk during their online booking process.
• Example 3: An experiment will be conducted to investigate the influence of different mobile technology devices of senior travelers’ usability and risk perception during their online booking process.

But pay attention: each step of data collection should be described as a SEPARATE objective. Ok?

And to finish off, usually the FINAL research objective should involve managerial recommendations you have developed based on the findings of your study. It should focus on what companies and managers should do, based on the implications of your findings. Here is an example of a final objective:

• Example: Lastly, this thesis will provide clear and applicable managerial recommendations for travel agents, tourism professionals and academics on how to better assist senior travelers during their online booking process.

My dear friend, glad you made it all the way until the end! Well done. You definitely deserve a cold beer outside, listening to the great Bob Dylan. Only this way you will be able to process all the information and reflect on your own thesis idea.

But before you go get your cold Hop House 13 (my favorite beer) on the fridge, let us go through my main recommendations for you in this article:

• First, define the context of your study . It should be both relevant for the industry, but also part of your passion.
• Second, define the theoretical topics for your study . It should be based on the review of previous scientific literature, and logical to what you want to achieve with your study.
• Third, define the aim of your study . It should include context and theory, and be very clear and concise.
• Finally, define the research objective of your thesis. Make sure that you developed your objectives in a way that by completing all of them your aim will be fully addressed.Also, the the first related to the review of the literature, the next ones refer to each stage of data collection and the final related to managerial recommendations.

And my final recommendation is: Don’t forget to discuss all details with your supervisor . What I have written here are solely my recommendations and academics often have different views.

Oh, one very final tip for the meeting with your supervisor:

• Bring a coffee . Caffeine helps the flow of creative ideas. And in case I’m your supervisor, please bring cappuccino with brown sugar. Never tea (tastes like hot water to me).
• If your supervisor makes any jokes, laugh as if you liked them . Jokes from academics are hardly ever good, but being silent will make it even more awkward.

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2010:239 BACHELOR THESIS Social Media and the Impact on Marketing Communication

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