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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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Please note you do not have access to teaching notes, master’s thesis research in social marketing (1971-2015).

Journal of Social Marketing

ISSN : 2042-6763

Article publication date: 11 September 2017

Issue publication date: 2 January 2018

Limited attention has been given to the study of social marketing at the graduate level. Such a study not only reveals research interests and trends, but also provides insights into the level of academic evolution or maturity of the social marketing field. This paper aims to examine social marketing as the subject of master’s theses.

Design/methodology/approach

A search strategy found 266 social marketing-focused master’s theses completed from 1971 to 2015. These theses were analysed by host countries, institutions, disciplinary contexts and degree programmes for which they were submitted.

Only four theses were submitted from 1971-1980 and eight completed in 1981-1990. The number of theses increased to 35 in 1991-2000, 118 between 2001 and 2010 and 101 in the past five years (2011-2015). The USA was the leading producer of social marketing master’s theses, followed by Canada, Sweden, China, South Africa, the UK and Kenya. A majority of theses were housed in the disciplines of business, health and communication, and none of them was submitted for a Master of Social Marketing degree.

Originality/value

This is the first study that investigates master’s theses with an exclusive focus on social marketing. Implications for the evolution, learning and teaching of social marketing are provided.

• Social marketing
• Behaviour change
• Dissertation
• Master’s thesis
• Degree programmes

Truong, V.D. and Dietrich, T. (2018), "Master’s thesis research in social marketing (1971-2015)", Journal of Social Marketing , Vol. 8 No. 1, pp. 58-98. https://doi.org/10.1108/JSOCM-11-2016-0072

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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• Chair of Marketing and Consumer Research
• TUM School of Management
• Technical University of Munich

Theses and Project Works

Bachelor and Master Theses as well as Project Works at the Chair of Marketing and Consumer Research relate to current research questions and result either from ongoing research projects at our Department or the cooperation with industry partners. Master Theses usually relate to empirical research questions; Bachelor Theses mostly comprise a literature analysis.

You can also suggest your own topic, which needs to be in line with the research interests of the chair. Please have a look at our research interests and ongoing research projects to make sure that your topic fits our areas of interest (for more information click here ). You can also have a look at a selection of former supervised topics at our chair (see this list here  ).

Requirements for Bachelor Theses

We supervise bachelor theses for the study programs Agricultural and Horticultural Sciences, Vocational Education Nutritional Science and Home Economics as well as TUM-BWL.

You should have basic knowledge in Marketing. The bachelor thesis topic should be in line with the research interests of the chair.

Requirements for Master Theses

The master thesis topic should be in line with the research interests of the chair.

Methodological and theoretical courses provide a fundamental background for a successful completion of the thesis and will be considered during the application process at our chair. Students that apply for a thesis should therefore have visited at least one theoretical and one methodological course from the list or a course equivalent to the ones mentioned below:

Econometrics

Quantitative Research Methods

Qualitative Research Methods

Consumer Behavior Research Methods

Intermediate Microeconomics

Consumer Behavior

For any questions regarding the general framework of a thesis please refer to your study and examination regulations and discuss specific questions with us in advance.

Please find our guidelines on Term Papers / Theses   here and a cover page template .

Thesis application process

Please read our requirements for the application procedure carefully. If you are interested in one of the listed topics or want to apply with your own topic, which fits to our research interests please send your application (curriculum vitae, current transcript of records, please also mention your current semester) directly and only to   Ru Wei   ( [email protected] ).  The application procedure applies for Bachelor and Master Theses as well as Project Work. 

Registration and Scientific Work for Master Thesis

Before registering the Master Thesis, students write a 2-3 page research proposal in which they derive the main research questions from the latest literature. A guideline for a thesis proposal can be found here . Information on formal requirements for a thesis can be found here . 

After the proposal has been accepted by our Department, the thesis can be registered at the examination office.  

Master Thesis Colloquium

During the writing of your master thesis, it is obligatory to take part in three master colloquiums at our chair and present at one of those. You will present your thesis project for 10 minutes and will receive valuable feedback. Please stick to the time limit of 10 minutes to ensure that we will still have enough time for questions and a discussion. The master thesis colloquium takes place approximately once a month during semester times. 

The Colloquium is held on the following dates in the summer semester 2024:

• 17th of April (16:00 – 17:30) by video conference (Zoom)
• 22nd of May (16:00 – 17:30) by video conference (Zoom)
• 26th of June (16:00 – 17:30) in presence in Freising
• 17th of July (16:00 – 17:30) by video conference (Zoom)

To receive the link to the video conference and the exact room number for 26th of June, please register for the Master Colloquium with Ru Wei ( [email protected] )) (as soon as possible as presentation slots are limited; latest one week prior to the Colloquium). Indicate if you come as a listener or a presenter. In case of the latter, please also indicate your topic of presentation.

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.

• Study programmes
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Master Thesis

Topics and allocation.

The Master's theses in the Department of Marketing are assigned centrally.

You can find information on the assignment of the master theses here .

You can find the topics as well as the registration form here .

Important information about the procedure of master theses at the chair of Prof. Dr. T. Bornemann is available in the following PDF .

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How Lyudmyla leads semiotic research in a Moscow agency

In the beginning of 2017, Lyudmyla Zaporozhtseva moved from Kiev to Moscow. After a successful collaboration with the Enjoy Understanding marketing research agency, she accepted their invitation to work as a full-time expert in semiotics. It was a new position, created for Lyudmyla. Three years on, she leads a semiotic team in this agency.

Lyudmyla told UT Blog about how the agency works, what her daily work looks like, and how she feels about her recent PhD defense at the University of Tartu.

Image from a personal archive

The role of semiotics in the agency

Enjoy Understanding uses traditional qualitative methods along with semiotic research. Having semioticians on the team in a marketing agency is rather unique. In Estonia, where the semiotic tradition thrives, few marketing agencies use a semiotic framework. Ordering semiotic research isn’t mainstream in other places either.

Lyudmyla admits that three years ago, when she started work at the Enjoy Understanding agency, it was much more difficult to convince clients to use semiotics. Now the situation is changing. Big clients with head offices in Europe already know about semiotics and want to apply it for building a cultural strategy of a brand. Clients who do it once often want to do it again.

Lyudmyla and her team are involved in the majority of the agency’s projects, even if no extensive semiotic research is needed. It is common to discuss all incoming work together and provide feedback to each other. For instance, when they start working with an insurance company, it is useful to look into the concept of safety – what safety means, how it is expressed, etc.

Semiotics gives researchers some hypotheses, and sometimes is combined with qualitative analysis. According to Lyudmyla, the results of the semiotic research become briefs or tasks for creative agencies. The latter would then produce the needed content – ads, packaging design, etc.

“Every semiotic research is different,” says Lyudmyla. “We adjust methodology every time.” Juri Lotman’s method of the semiosphere, visual analysis, discourse analysis, semiotic square, audio semiotics – these are some methods that she and her team use. For instance, audio semiotics is applied when the concept of freshness is researched – how does freshness sound?

The Code of a Woman in Russia

Among other tools, the agency uses the RDE-model for presenting the results of research. “RDE” stands for residual, dominant, and emergent codes of culture. In spring 2019, Enjoy Understanding presented its research, conducted in collaboration with the TV channel TLC. The topic of the research was: “The Code of a Woman [in Russia]. The Mass Culture Representations.”

The researchers identified four spaces of meaning: “Appearance and Body,” “Career,” “Relationships,” and “Children”. For each space, they presented three types of codes: the residual, or codes that are losing their relevance; dominant, or codes that are currently the strongest; and emergent, or codes that are becoming relevant. All in all, the research identified 31 codes.

Semiotic breakfasts

In terms of Moscow, Enjoy Understanding is a boutique agency that employs twenty people. Lyudmyla likes this format, as it allows everyone to become good friends. The size of the company is also suitable for “Semiotic Breakfasts” that Lyudmyla introduced in the agency.

While normally there is no strict time to start work, once a month she and her colleagues come together early in the morning. Everything is prepared when they come: coffee, croissants, cookies, cheese. Everyone comes in with fresh thoughts on a previously chosen topic. The breakfast starts with a discussion and lasts for two to three hours.

The participants try to find some codes and patterns that describe a topic in contemporary culture – for instance, masculinity and how it changes; visual presentation of masculinity in media. According to Lyudmyla, the format of “Semiotic breakfasts” permits analysis of a huge scope of materials very fast.

One of the semiotic breakfasts in 2019 became a theatre performance called “Bread” by Liquid Theatre & NOL Project. Lyudmila and her colleagues decoded the contemporary representations of bread in culture. This cultural-semiotic analysis provided a basis for the scenery of the “Bread”.

The agency people found several important dimensions of bread today and their colleagues from the theatre translated these into artistic metaphors. “I was impressed to see how my report chapters were transformed to a folk tale, rap battle, messenger chat, etc. This is a perfect example how applied semiotics can be of use even for contemporary theatre,” says Lyudmyla.

Apart from monthly breakfasts, Lyudmyla and her colleagues have lunches in the office together. Again, they debate, but this time discussions are not related to work. “Oftentimes you come to lunch with certain ideas, and leave with different ideas,” describes Lyudmyla.

Lyudmyla’s working day unveiled

Lyudmyla’s working days usually start with analyzing some materials. Let’s take the topic of femininity – how has it changed recently in Russia? Or packaging – how to identify the best design? She takes the materials to a big room with a big table and starts reflecting. Sometimes she brainstorms with her colleagues or joins them for brainstorming instead. Lyudmyla then systematizes the material, finds patterns, and makes a presentation for her colleagues. Then they brainstorm again. Feedback is very important.

During the day, Lyudmyla gives presentations and lectures, and goes to meetings. She participates in brainstorming and discussions of other projects that require cultural expertise.

One thing that Lyudmyla always does during the day is check the news. There are several sources where she can find some trends in culture, like Trendhunter . “This is needed to have a multidimensional point of view towards other topics,” Lyudmyla says. She advises all those interested in marketing semiotics to follow trends and engage in brainstorming events like the “Semiotic Breakfasts.”

PhD thesis on mass culture mythology

In late November 2019, Lyudmyla delivered what she calls “the most crucial presentation in her life” about her most favourite research – her PhD thesis. In the thesis, Lyudmyla researched structural units of mass culture mythology . Here she explains her PhD thesis in sixty seconds:

After the PhD defense, Lyudmyla feels even more responsibility for her words.

On the day of this interview, Lyudmyla received an invitation to join the organizing committee of a conference on contemporary mythology. “Nothing stops; it’s only the beginning,” she says optimistically. And she adds a few words of wisdom:

There are no victories forever. Once you become a winner in some competition, it does not mean that you will be the winner for the rest of your life. You are as cool as your last project. You always need to prove you have the expertise and develop.

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• How To Become Rich with Semiotics?
• Crimea “Referendum”: Welcome Back Home!
• Podcast: Semiotics – Lingering or Thriving?

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