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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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Curriculum & Coursework

Our programs are full-time degree programs which officially begin in August. Students are expected to complete their program in five years. Typically, the first two years are spent on coursework, at the end of which students take a field exam, and then another three years on dissertation research and writing.

The Marketing program draws on computer science, economics, behavioral science, and psychological methods to focus on marketing problems faced by the firm and its management. Through a combination of discipline- and field-based methods, the curriculum enables students to master concepts and research skills directly relevant to business problems. Candidates must come to understand the point of view of practicing managers and be able to bring theory and careful research to bear in illuminating important business problems.

The program requires a minimum of 13 semester-long doctoral courses. Students in the Marketing program are required to complete a year-long discipline sequence typically in microeconomics or psychology. They also complete courses in the areas of machine learning, computer science, statistics, research methods, academic field seminars, and two MBA elective curriculum courses. In addition to HBS courses, students often take courses at other Harvard Schools and MIT.

Research & Dissertation

Students in Marketing begin research in their first year typically by working with a faculty member. By their third and fourth years, most students are launched on a solid research and publication stream. The dissertation may take the form of three publishable papers or one longer dissertation.

Recent examples of doctoral thesis research include: The effects of brand extensions on the value of parent brands; Multi-method examination of the consumption of “knockoffs” of high status brands, and the counter-intuitive positive outcomes for consumer-brand relationships; Competitive analysis of pricing and quality decisions in industries with strictly complimentary products; The psychological effects of pricing, and how these affect consumers and firms; and "Choice amnesia," the motivated forgetting of difficult decisions.

Mengjie "Magie" Cheng

Ta-Wei "David" Huang

“ Finding an advisor who you really click with and who is willing to support your research interests is absolutely key. ”

Current HBS Faculty

• Tomomichi Amano
• Eva Ascarza
• Max H. Bazerman
• David E. Bell
• Alison Wood Brooks
• Julian De Freitas
• Rohit Deshpande
• Anita Elberse
• Sunil Gupta
• Ayelet Israeli
• Leslie K. John
• Elizabeth A. Keenan
• Edward McFowland III
• Navid Mojir
• Das Narayandas
• Michael I. Norton
• V. Kasturi Rangan
• Isamar Troncoso
• Jeremy Yang
• Shunyuan Zhang

Current Marketing Students

• Stuti Agarwal
• Mengjie (Magie) Cheng
• Jingpeng Hong
• Ta-Wei (David) Huang
• Sihan Zhai

Current HBS Faculty & Students by Interest

Recent placement, jimin nam, 2024, byungyeon kim, 2022, emily prinsloo, 2023, ximena garcia-rada, 2021, serena hagerty, 2022, dafna goor, 2020.

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• Dissertation Areas and Joint PhD Programs
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• PhD in Accounting
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PhD in Marketing

• Joint Program in Financial Economics
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• Joint PhD/JD Program

Develop your research skills in consumer behavior or economics/quantitative methods and prepare for a career at a leading research institution.

Our Marketing PhD Program gives you a strong theoretical foundation and builds your empirical skills.

You’ll have the flexibility to explore marketing through Chicago Booth while taking courses across the university in psychology , sociology , economics , computer science , and statistics . You’ll also have access to computer science courses at Toyota Technological Institute at Chicago (TTIC) .

The doctoral program defines marketing broadly as the study of the interface between firms, competitors, and consumers. This includes but is not limited to consumer preferences, consumer demand and decision-making, strategic interaction of firms, pricing, promotion, targeting, product design/positioning, and channel issues.

Our Distinguished Marketing Faculty

Chicago Booth’s marketing faculty serve as advisors, mentors, and collaborators to doctoral students.

Daniel Bartels

Professor of Marketing

Pradeep K. Chintagunta

Joseph T. and Bernice S. Lewis Distinguished Service Professor of Marketing

Giovanni Compiani

Assistant Professor of Marketing

Sanjay K. Dhar

James M. Kilts, Jr. Professor of Marketing

Berkeley J. Dietvorst

Associate Professor of Marketing

Kristin Donnelly

Assistant Professor of Marketing and Stevens Junior Faculty Fellow

Jean-Pierre Dubé

James M. Kilts Distinguished Service Professor of Marketing and Charles E. Merrill Faculty Scholar

Ayelet Fishbach

Jeffrey Breakenridge Keller Professor of Behavioral Science and Marketing and IBM Corporation Faculty Scholar

Guenter J. Hitsch

Kilts Family Professor of Marketing

Andreas Kraft

Assistant Professor of Marketing and Asness Faculty Fellow

Ann L. McGill

Sears Roebuck Professor of General Management, Marketing and Behavioral Science

Sanjog Misra

Charles H. Kellstadt Professor of Marketing and Applied AI

Bradley Shapiro

Professor of Marketing and True North Faculty Scholar

Stephanie Smith

Avner Strulov-Shlain

Assistant Professor of Marketing and Willard Graham Faculty Scholar

Abigail Sussman

Professor of Marketing and Beatrice Foods Co. Faculty Scholar

Oleg Urminsky

Alumni success.

PhD alumni in marketing go on to successful careers at top institutions of higher education across the world. 

Akshina Banerjee, PhD '23

Assistant Professor of Marketing Ross School of Business, University of Michigan-Ann Arbor Akshina studies linguistic influence on consumer decision-making, hierarchical choices, and mental accounting. Her interests are, thus, inherently interdisciplinary, with overlaps in marketing, linguistics, economics, and psychology. Her dissertation area is in behavioral marketing.

Olivia Natan, PhD ’21

Assistant Professor of Marketing Haas School of Business, University of California-Berkeley Olivia Natan studies how limited information affects consumer demand and firm behavior. Her empirical work focuses on settings with large product assortments. Her dissertation area is in marketing.

A Network of Support

At Booth, you’ll have access to the resources of several research centers that help to fund marketing PhD research, host innovative conferences and workshops, and serve as focal points for collaboration and innovation.

James M. Kilts Center for Marketing The Kilts Center facilitates faculty research, supports innovations in the marketing curriculum, funds scholarships for MBA students, and creates engaging programs aimed at enhancing the careers of students and alumni.

Center for Decision Research Devoted to the study of how individuals form judgments and make decisions, the CDR supports research that examines the processes by which intuition, reasoning, and social interaction produce beliefs, judgments, and choices.

Scholarly Journals

Chicago Booth is responsible for the creation and leadership of some of the most prestigious academic journals today. Quantitative Marketing and Economics , for example, which focuses on problems important to marketing using a quantitative approach, was founded in 2003 by Peter E. Rossi, MBA ’80, PhD ’84.

See the full list of academic journals at Booth .

Spotlight on Current Research

Our faculty and PhD students continually produce high-level research. The Chicago Booth Review frequently highlights their contributions in marketing.

'Thank You Can Be a Loaded Phrase'

Depending on where you are in the world, this call could be welcomed—or considered strange or even rude, suggests research by Chicago Booth PhD student Jiaqi Yu and Booth’s Shereen Chaudhry.

Your Spending Habits Are All in Your Head

Booth Professor Daniel Bartels and Booth PhD [grad] Lin Fei have been examining how mental representation and the categorization of expenses are crucial to to people’s budgeting approaches.

Walter Zhang's BFI Industrial Organization Initiative Award

The Becker Friedman Institute will fund Zhang's research project, "Targeted Bundling" (coauthor: Olivia Natan, Booth PhD grad). Their project studies the pricing of digital goods and the potential for increased price targeting in differentiated product markets.

Can a Fictional Ad Man Help Sell Real Cigarettes?

How do depictions of tobacco use affect sales off-screen? Chicago Booth’s Pradeep K. Chintagunta and Sanjay K. Dhar, along with their coauthors Ali Goli (Booth PhD grad) and Simha Mummalaneni (UWashington), brought together several datasets to examine this question.

The PhD Experience at Booth

Rima Toure-Tillery, PhD ’13, talks about the Booth faculty’s open-door approach to PhD students.

Video Transcript

Rima Toure-Tillery, ’13: 00:00 I am assistant professor at Northwestern University, Kellogg School of Management. And I am a motivation scholar. I study questions related to factors that influence people's motivation to persist in various types of goals.

Rima Toure-Tillery, ’13: 00:21 I think the PhD's very different from an MBA. You expect to be doing very different things when you're done. With a PhD most of us expect to conduct research, continue to ask deep questions, and just work on finding answers to those questions.

Rima Toure-Tillery, ’13: 00:35 Booth PhD Program is extremely rigorous. You're going to learn from the best. There's a good mix of letting you be in charge of your career and being independent, but also being extremely supportive. Most faculty have an open-door policy so you could just email someone, go to their office and start talking about a research idea. They're really going to help you develop the whole research approach, and thinking about ideas, and taking them from that really half-baked stage to something more advanced. Being able to approach whatever faculty I'm most interested in working with, I think that really permeated my whole time here.

Rima Toure-Tillery, ’13: 01:13 Being in the program really helped me see things in a different light. I really developed some new research interests as I learned more about what I didn't know. You can't solve problems that you don't even know existed. It's been a really amazing experience.

Meet Our Students

PhD students in marketing choose Chicago Booth because our multidisciplinary approach gives them the tools and training for a successful career. Recent dissertations have examined everything from customer retention and consumer purchasing decisions to the economics of retail food waste. Recent graduates have accepted positions at leading research institutions, including UCLA and Columbia University, and have gone on to data science careers in industry.

Current Students

Vanessa Alwan

Salman Arif Andrew Bai

Soaham Bharti

Samuel Borislow

Sara Drango

Fatemeh Gheshlaghpour

Nicholas Herzog

Stephanie Hong

Quoc Dang Hung Ho

Daniel Katz

Juan Mejalenko

Natalie Moore

Timothy Schwieg

Semyon Tabanakov Sophie (Jiarui) Wang

Ningyin (Ariel) Xu

Shuqiong (Lydia) Zhao Grace Zhang

Program Expectations and Requirements

The Stevens Doctoral Program at Chicago Booth is a full-time program. Students generally complete the majority of coursework and examination requirements within the first two years of studies and begin work on their dissertation during the third year. For details, see General Examination Requirements by Area in the Stevens Program Guidebook below.

Download the 2023-2024 Guidebook!

Marketing Dissertations and Papers

Recent dissertation titles.

• "Essays on Marketing Strategies in Online Advertising" Lei Zhuang (2022)
• "Automation and Job Replacement in the Eyes of Conservatives and Liberals" Ryan (Tzushuo) Wang (2022) 
• "Strategies to Enhance Consumption Enjoyment through Attention" Jinjie Chen (2021)
• "Subscription in Multi-Product Context" Yilong Liang (2021)
• "Prominent Retailer and Price Search" Ruitong Wang (2020)
• "Paradox Brands: Can Brands with Contradictory Meanings be More Appealing to Consumers?" Maria Rodas Waters (2019)
• "With Friends Like These: The Negative Impact of Maximizing on Interpersonal Behavior and Perceptions" Nicholas Olson (2018)
• "Empirical Studies on Complementarity and Competition in Products and Business Relationships" Shaojun (Marco) Qin (2018)
• "Optimal Marketing Strategies with Reference-Dependent Preferences" Zuhui Xiao (2018)

Recent Graduate Placements 

• Lei Zhuang, 2022, Fudan University 
• Ryan (Tzushuo) Wang, 2022, University of Wisconsin - La Crosse
• Jinjie (J.J.) Chen, 2021, City University of Hong Kong
• Yilong Liang, 2021, University of Science and Technology of China
• Ruitong Wang, 2020, Tongji University
• Nicholas Olson, 2019, Texas A&M University 
• Maria Rodas, 2019, University of Southern California
• Marco Qin, 2018, Temple University 
• Zuhui Xiao, 2018, University of Wisconsin - Milwaukee

Student Publications and Presentations by year

• "A Moth to a Flame? Implicit Social Connection Inoculates Conspiracy Theorists against COVID-19 Misinformation,” 2023, Current Research in Ecological and Social Psychology, Murray, Sandra, Ji Xia, Veronica Lamarche, Mark Seery, Jim McNulty, Dale Griffin, Deborah Ward, Han Young Jung , Lindsey Hicks, and David DuBois
• "Do Voting and Election Outcomes Predict Changes in Conspiracy Beliefs? Evidence from Two High-Profile U.S. Elections," 2022, Journal of experimental Social Psychology, 103 (November), Sangmin Kim, Olga Stavrova, Kathleen D. Vohs 
• “‘You Will See an Ad’: Prompting Online Ads to Make Them Less Interruptive,” 2022, Association for Consumer Research Conference, Sangmin Kim
• “Prosocial Behavior,” 2022, Association for Consumer Research Conference, Han Young Jung , and Joseph Redden.
• “Reducing COVID vaccine hesitancy by inducing a comparative mindset,” 2022, Vaccine , 40(52), 7547-7558, Xianyu Hao (Bonnie), Mayank Anand, Tzushuo (Ryan) Wang, and Akshay R. Rao
• “Do People Gain Similar Well-Being Benefits from Prosocial Behavior? The Impact of Political Partisanship on Well-Being Benefits Gained from Volunteering versus Donating”, 2022, Association of Consumer Research, Xianyu Hao and Akshay Rao
• “User Engagement on Digital Media Platforms: The Dynamic Interplay between Discovery and Consumption," 2022, 44th ISMS Marketing Science Conference, Xie Qi
• "Unsubstantiated Product Claims: Implications for Consumer Choice and Welfare", 2021, Haring Symposium, Qi Xie
• "Seeking Shelter in an Electoral Storm: When Threatening Political Reality Strengthens Family Relationship Bonds", 2021, Social Psychological and Personality Science, Han Young Jung with S. Murray, V. Lamarche, M. Seery, T. Saltsman, D. Dubois and D. Griffin
• "How to Extract Meaning and Happiness from Experiences as Ends versus Means", 2021, Society for Consumer Psychology, Hankyul Bae with K. Vohs
• "Behavior-Based Pricing under Data Protection Regulation Policy", 2021, INFORMS Marketing Science Conference, Yunhyoun Kim with T. Cui and Y. Zhu
• "Strategic Opacity in Crowdsourced Quality Evaluation Policies", 2020, Marketing Science Conference, 2021, POMS, Qi Xie with L. Xu and G. Burtch
• "Referral Learning and Inventory Decisions in Social Networks", 2020, POMS, 2021 MSOM Annual Meeting, Yuanchen Su with G. Kong and A. Mani
• "Not all Experiences are CreatedEqual: Experiences as Ends (vs. Means) are happier and More Meaningful”, 2020, Association for Consumer Research, Hankyul Bae with K. Vohs
• "Rating Service Professionals First Reduces Tip Amount in Sequential Decisions". 2020, Society for Consumer Psychology Numerical Markets Conference, Jinji Chen with A.J. Xu and A. Rodas
• "Do Happiness and Meaning in Life Uniquely Predict Consumer Well-Being?", 2020, Association of Consumer Research, Xianyu (Bonnie) Hao with K. Vohs
• "Psychological Pathways Linking Income Inequality in Adolescence to Well-Being in Adulthood", 2020, Self and Identity, Han Young Jung with L. Park, K. Schultz Lee, D. Ward, K. Naragon-Gainey, P. Piff and A. Whillans
• "Social Listening with Competition", 2020, Haring Symposium, INFORMS Marketing Science Conference, Yuanchen Su with Y. Zhu and A. Dukes
• "Can the Public be Educated about Constituents in Smokeless Tobacco? A 3-Wave Randomized Controlled Trial", 2020, Nicotine & Tobacco Research, TzuShuo Wang with B. Loken, E. Borgida, M. Madzelan, A. Williams, I. Stepanova and D. Hatsukami
• "Can't Buy Me Love (or Friendship): Social Consequences of Financially Contingent Self Worth", 2020, Personality and Social Psychology Bulletin, Han Young Jung with D. Ward, L. Park, A. Whillans and K. Naragon-Gainey
• "The Social-Safety System: Fortifying Relationships in the Face of the Unforeseeable", 2020, Journal of Personality and Social Psychology (forthcoming), Han Young Jung with S. Murray, V. Lamarche, M. Seery, C. Brinkman and D. Griffin
• "Switching Costs: How Clustering Attenuates Hedonic Decline", 2019, Association for Consumer Research Conference, Jinjie Chen with J. Redden
• "The Professor X Effect - Does Disability Allude to Competence", 2019, Association for Consumer Research Conference, Jinjie Chen and TzuShuo Wang with A. Xu
• "Social Sharing with Competition", 2019, INFORMS Marketing Science Conference, MSOM Annual Meeting, Yuanchen Su
• "Shop Cheap and Look Good: A Signaling Framework", 2019, Association for Consumer Research, TzuShuo Wang with J. Stoner, B. Loken and S. Min
• "What Fake News are Shared by Whom and Why?", 2019, Association for Consumer Research, TzuShuo Wang with H. Han, H. Euh and A. Rao
• “When Sharing Isn’t Caring: The Influence of Seeking the Best on Sharing Favorable Word of Mouth about Unsatisfactory Purchases", 2019, Society for Consumer Psychology & Association for Consumer Research, Nicholas Olson with R. Ahluwalia
• "Shop Cheap and Look Good: A Signaling Framework", 2019, Association for Consumer Research, TzuShuo Wang with J. Stoner, B. Loken, S. Min
• "The Professor X Effect – Do People with Disability Achieve Higher?", 2019, Association for Consumer Research, Tzushuo Wang with H. Han, H. Euh, A. Rao
• "The Variation of Preference Stability in Decision-Making across Gain and Loss Domains", 2019, Association for Consumer Research, TzuShuo Wang with J. Kim, G. Wang, A. Rao, R. Rao
• "Appreciation of Creativity: Unintended Consequences of Thematic versus Taxonomic Product Organization", 2019, Society for Consumer Psychology, Tzushuo Wang with A. Xu, J. Meyers-Levy, B. Loken
• "Life History and Perceptions of Risk", 2019, Society for Personality and Social Psychology, Tzushuo Wang with C. Fleck, v. Griskevicius, J. Simpson
• "The Secrecy Effect: Secret Consumption Polarizes Product Evaluations", 2018, Association of Consumer Research Conference, Maria Rodas
•  "Generosity Without Borders: The Interactive Effect of Spatial Distance and Donation Goals on Charitable Giving", 2018, Association of Consumer Research Conference, Maria Rodas
• "Redefining Home: How Cultural Distinctiveness Affects the Malleability of In-Group Boundaries and Brand Preferences," 2017, Journal of Consumer Research, 44(1), 44-61, Nicholas Olson with C. Torelli, R. Ahluwalia, S.Y.Y Cheng, and J. Stoner
• "A Path to More Enduring Happiness: Take a Detour from Specific Emotional Goals", 2017, Journal of Consumer Psychology, Maria Rodas with R. Ahluwalia and N. Olson
• "Tightness-Looseness: Implications for Consumer and Branding Research," 2017, Journal of Consumer Psychology, Maria Rodas with C. J. Torelli
• "Conforming Conservatives: How Salient Social Identities Can Increase Donations" 2017, Journal of Consumer Psychology, Maria Rodas with A. M. Kaikati, C. J. Torelli, and K. P. Winterich
• "The Maximizing Contradiction: Impact of Seeking the Best on Getting the Best," 2017, Society of Consumer Psychology, Nicholas Olson with R. Ahluwalia
• "The Cultural Meaning of Brands", 2017, Foundations and Trends in Marketing, Maria Rodas with C. J. Torelli and J. L. Stoner
• "Re-constructing Opportunism and Trust: A Reference-Dependence Approach," 2017, INFORMS Marketing Science Conference, Zuhui Xiao
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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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25 Marketing Management Dissertation Topics

Published by Owen Ingram at January 2nd, 2023 , Revised On August 18, 2023

Are you a marketing or management student looking for specific marketing management dissertation topics? If yes, your search is over because this article provides 25 highly focused marketing management dissertation ideas and examples for your consideration.

Marketing management refers to planning, organising, coordinating, and controlling marketing functions within a company. Sales, distribution, and customer service are all related to marketing management because they connect a brand with customers, suppliers, and other partners. Other areas of marketing management include public relations and direct advertising activities.

Furthermore, marketing management involves planning for the marketing mix, which is essential for promoting any business. It encompasses various responsibilities, from product development to pricing strategies and channel selection.

Marketing managers perform:

• Detailed market research
• Develop product and service branding strategies
• Develop strategies for targeting customers
• Identify the marketing activities to be undertaken within the budget.

Increased sales revenue and market share are the primary goals of marketing management. Therefore, improving product quality and service levels will improve customer satisfaction.

Also read Sports management dissertation topics , event management thesis ideas , operations management thesis ideas , management thesis topics , and asset management thesis topics .

Marketing Management Research Areas For Dissertation

Marketing management can be divided into four main types as categorized by the American Marketing Association (AMA):

• Customer relationship management (CRM)
• Product lifecycle management (PLM)
• Supply chain management (SCM)
• Market analytics.

These are briefly explained below.

Customer Relationship Management

Customers who have not engaged with a company for a long time can be won back through CRM strategies—providing personalized products, services, and communication to create a long-term relationship with the customer.

Product Lifecycle Management

The PLM process adds new features, services, and components to existing products over time to create more value. Maintaining consumer needs helps companies improve their margins.

Supply Chain Management

SCM uses technologies like supply chain software to manage inventory flows throughout their supply chain, which extends the company’s internal resources into all aspects of their external relationships with vendors, suppliers, distributors, and retailers.”

Market Analytics

Companies use market analytics to gather insights into consumer behaviour and preferences to make better business decisions. Business Intelligence: Business intelligence collects, analyses, and interprets data from multiple sources to understand how the business performs.

Furthermore, if you are studying business, you may also want to look at the list of business dissertation topics  and  finance dissertation topics .

Benefits of Marketing Management

There are various benefits of using Marketing Management. Some of them are as follows:

• It increases sales and profits.
• It improves customer satisfaction.
• It reduces costs
• It helps you to identify the problems in your business.
• It improves the quality of products and services.
• It builds a competitive advantage.
• It makes processes more efficient.
• It increases customer satisfaction.
• It improves sales
• It helps to identify new markets.

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List of Dissertation Topics for Marketing Management

Marketing management is a vast field, and it can be challenging to know where to start! Luckily, we’ve done the work for you. Here is a list of the latest marketing management dissertation topics to help you out.

• Using financial products in the UK retail banking sector
• A study of how service quality and customer satisfaction affect brand equity
• A study of the antecedents and consequences of a firm’s reputation
• Impact of social media marketing on consumer behaviour
• The role of internet advertising as a marketing tool
• A study of how supermarket retailers can use customer relationship management (CRM) data to identify consumers and predict buying behaviour
• The influence of reference groups on purchasing patterns among British consumers
• Factors that influence product packaging decisions
• An investigation into how organizational culture influences employee behaviour
• A preliminary study examined how sales assist the marketing role of security solutions.
• A thorough analysis of the literature on the term “Coopetition.”
• The function of marketing management in maintaining efficient supply chains
• Review of the literature on product innovation in multinational companies
• The psychology of consumers, how to evaluate it, and how it relates to digital marketing
• Several of the most prevalent errors are made today in email marketing.
• Correlation between marketing problem-solving techniques and marketing management support systems.
• A comparison of marketing management practices in industrialized and developing countries.
• A comprehensive review of the connection between management sciences and marketing management.
• Exploring the potential link between corporate financial success and corporate social responsibility
• A comparison of the regional strategic management of fashion apparel brands.
• Analysis of market segmentation’s effect on hotel industry customer loyalty.
• The analysis of the influence of social media on customer relationship management in the hotel industry.
• The analysis of supply chain management on operational efficiency in the hotel industry.
• The relationship between customer satisfaction, market share, and profitability
• An empirical study into the relationship between brand image and consumer perception.

Marketing management has a broad scope as it is not confined to one industry or market. It is necessary to effectively market goods and services in any economic sector. In marketing, strategic thinking, management practices, and techniques are used to develop and implement marketing programs that help businesses flourish and grow. We hope you can pick one from the aforementioned marketing management dissertation topics.

Alternatively, you may want to read about the dissertation proposal writing service and the full dissertation writing service to see how our services can ease your workload by completing your dissertation to the required criteria.

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Frequently Asked Questions

How to find dissertation topics about marketing management.

For dissertation topics in marketing management:

• Study recent marketing challenges.
• Explore consumer behavior trends.
• Analyze digital marketing innovations.
• Investigate branding strategies.
• Examine market segmentation.
• Consider ethical marketing issues.

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Topics for maritime law dissertations include the legalities of ships and other issues in international waters. Due to the importance of global connections and links in this field, marine law.

Need interesting ” effects of Covid-19 on tourism and hospitality dissertation topics”? Here are the trending titles so you can choose the most suitable one.

Need interesting and manageable management dissertation topics or thesis? Here are the trending management dissertation titles so you can choose the most suitable one.

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The marketing faculty embrace research traditions grounded in psychology and behavioral decision-making, economics and industrial organization, and statistics and management science.

These traditions support research inquiries into consumer behavior, firm behavior, the development of methods for improving the allocation of marketing resources, and understanding of how marketing works in a market setting.

A small number of students are accepted into the PhD Program in marketing each year, with a total of about 18 marketing students in residence. Student-faculty relationships are close, both professionally and socially. This permits the tailoring of the program of study to fit the background and career goals of the individual.

A marketing student’s program of study usually includes several doctoral seminars taught by marketing faculty, some doctoral seminars taught by other Stanford GSB faculty, and a considerable number of graduate-level courses in related departments outside the business school, depending on a student’s particular area of investigation.

The field is often broken down into two broad subareas: behavioral marketing and quantitative marketing.

Behavioral Marketing

Behavioral marketing is the study of how individuals behave in consumer-relevant domains. This area of marketing draws from social psychology and behavioral decision theory and includes a wide variety of topics such as:

• Decision making
• Attitudes and persuasion
• Social influence
• Motivation and goals
• New technologies
• Consumer neuroscience
• Misinformation

Students in this track take classes in behaviorally oriented subjects within Stanford GSB and also in the Psychology Department . All students have the opportunity to interact with Stanford GSB faculty in every group and, indeed, across the Stanford campus.

Behavioral Interest Group

There is also a formal institutional link between the behavioral side of marketing and the micro side of organizational behavior , which is called the Behavioral Interest Group. The Stanford GSB Behavioral Lab links members of this group. This lab fosters collaborative work across field boundaries among those with behavioral interests.

The Behavioral Lab is an interdisciplinary social research laboratory open to all Stanford GSB faculty and PhD students. The lab’s research primarily spans the fields of organizational behavior and behavioral marketing, and covers a rich and diverse array of topics, including attitudes and preferences, consumer decision-making, group dynamics, leadership, morality, power, and prosocial behavior.

Preparation and Qualifications

A background in psychology and experience with experimental methods and data analysis provide optimal preparation for students pursuing the behavioral track, though students from a variety of backgrounds have performed well in the program.

Quantitative Marketing

The quantitative marketing faculty at Stanford emphasize theoretically grounded empirical analysis of applied marketing problems. This line of inquiry draws primarily on fundamentals in applied microeconomic theory, industrial organization, and econometrics and statistics.

Questions of interest include:

Investigating consumer choices and purchase behavior

Examining product, pricing, advertising, and promotion strategies of firms

Analyzing competition in a wide range of domains

Development and application of large-scale experimentation, high-dimensional statistics, applied econometrics and big-data methods to solve marketing problems

A common theme of research is the use of rigorous quantitative methods to study important, managerially relevant marketing questions.

Cross-Campus Collaboration

Students in this track take common classes in quantitatively oriented subjects with others at Stanford GSB, as well as the Economics and Statistics Departments. All Stanford GSB students have the opportunity to interact with Stanford GSB faculty in every group and, indeed, across the Stanford campus.

Solid training in economics and statistical methods, as well as programming skills, offers a distinct advantage for quantitative marketing students, but students from various backgrounds such as engineering, computer science, and physics have thrived in the program.

Faculty in Behavioral Marketing

Jennifer aaker, szu-chi huang, jonathan levav, zakary tormala, s. christian wheeler, faculty in quantitative marketing, kwabena baah donkor, wesley r. hartmann, sridhar narayanan, navdeep s. sahni, emeriti faculty, james m. lattin, david bruce montgomery, michael l. ray, itamar simonson, v. “seenu” srinivasan, recent publications in marketing, 50 years of context effects: merging the behavioral and quantitative perspectives, investigating complementarities in subscription software usage using advertising experiments, when the one true faith trumps all: low religious diversity, religious intolerance, and science denial, recent insights by stanford business, influencers want brands’ sponsorship, but not their rules, why advertisers pay more to reach viewers who watch less, your summer 2024 podcast playlist.

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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.

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PhD in Marketing

Preferred deadline: January 20

• Terry Dean’s Advisory Council Distinguished Professor and Associate Professor , Department of Marketing

Program Overview

The PhD in Business Administration with a focus in Marketing provides students with both strong empirical skills in econometrics, psychometrics and statistics and strong theory development in consumer behavior, psychology and strategy.

The department and its faculty consistently rank high in terms of research productivity. The department is ranked 15th worldwide based on publications in the premier American Marketing Association (AMA) journals in 2010 – 2019. The department is also ranked 11th among all U.S. public schools in the UT-Dallas Business School Research Rankings 2019-2022. Faculty have won multiple research awards and serve on the editorial boards of prestigious academic journals.

Doctoral students work with faculty at all phases of the research process—from research question formulation, research design and data analysis to writing up the study. The culture is collegial and informal, with students viewed as colleagues and coauthors. Moreover, students are encouraged to work with multiple faculty, not just their chosen advisor or dissertation chair.

Student Profile

What kind of students are we looking for.

Consequently, the department looks for the following traits in PhD students:

• Motivated, excited and intellectually curious about problems and issues
• Disciplined and committed to think deeply about research problems and solutions
• A willingness to learn econometric, psychometric and statistical skills
• A willingness to learn about theoretical and conceptual issues in the field
• Creative problem solvers
• Business experience useful, but not a requirement.

Concentrations

Consumer behavior.

Consumer behavior research focuses on how consumers decide what and how much to consume and how consumers integrate different pieces of information (both consciously and unconsciously) to make predictions and judgments about their environment and target stimuli to inform their consumption decisions. Consumer behavior students take additional courses in psychology and sociology.

Consumer behavior students typically work with:

• Marcus Cunha
• Tari Dagogo-Jack
• John Hulland
• Charlotte Mason
• Julio Sevilla
• Jinjie Chen
• Sarah Whitley

Marketing Strategy

Marketing strategy research focuses on the components of marketing capabilities and resources such as brands, consumer relationships, innovation, sales force management and their impact on brand, business unit, customer, firm and sales force and salesperson performance. Marketing strategy students typically take additional courses in economics, econometrics and statistical methods as well courses in corporate finance, management strategy, sociology and social psychology.

Marketing strategy students typically work with:

• Neil Bendle
• Sundar Bharadwaj
• Anindita Chakravarty
• Tatiana Dyachenko
• Pengyuan Wang
• Elham Yazdani

Typical Course Sequence

• Consumer Behavior Track
• Marketing Strategy Track
• Marketing Department Seminar ( MARK 9550  Consumer Behavior I or  MARK 9450  Marketing Strategy I)
• PSYC 6100  Cognitive Psychology
• PSYC 6200  Advanced Social Psychology
• POLS 7012  Introduction to Political Methodology
• PSYC 6420  Advanced Experimental Psychology
• Marketing Department Course ( MARK 9650  Multivariate Methods)
• PSYC 6160  Sensory Psychology
• PSYC 6430  Applied Regression Methods in Psychology
• First Year Paper
• Marketing Department Seminar ( MARK 9560  Consumer Behavior II or  MARK 9480  Marketing Strategy II)
• PSYC 6250  Psychometrics
• PSYC 8240  Judgment and Decision Making
• POLS 8501  Advanced Quantitative Methods I – Discrete Choice
• Marketing Department Course ( MARK 9700  Marketing Models)
• SOCI 6220  Development of Sociological Theory
• PSYC 8000  Advanced Topics in Psychology
• Comprehensive Examination
• Second Year Paper
• Oral Marketing Candidacy Exam
• Assuming the passing of comprehensive exams, students in Year 3 focus on making progress on existing research projects, beginning lead-authored work, and framing their dissertations.
• Dissertation Research
• Individual Research Interest
• Prepare for AMA job interviews (AMA Summer Educators’ Conference)
• Final Dissertation Defense
• Marketing Department Seminar ( MARK 9450  Marketing Strategy I or  MARK 9550  Consumer Behavior I)
• ECON 8010  Microeconomics
• ECON 8110  Econometrics I
• POLS 7014  Intermediate Political Methodology
• Marketing Department Seminar ( MARK 9650  Multivariate Methods)
• ECON 8120  Econometrics II
• POLS 8501  Advanced Quantitative Methods OR  ECON 8020 Microeconomics II
• Marketing Department Seminar ( MARK 9480  Marketing Strategy II or  MARK 9560  Consumer Behavior II)
• ECON 8130  Econometrics III
• Marketing Department seminar ( MARK 9700  Marketing Models)

All the marketing departmental courses are required courses. Electives chosen will need the approval of the Graduate Coordinator. 

PhD Student Academic Placements

Our PhD students have been successfully placed at research active universities. Some illustrative placements are as follows.

• Ashish Sharma , University of North Carolina (Charlotte) (graduated 2018)
• Kevin Sample , University of Rhode Island (graduated 2019)
• Jessica Babin , Ohio University (graduated 2019
• Vincent Zhang , University of Hong Kong (Hong Kong) (graduated 2020)
• Youngtak Kim , University of Tennessee (Knoxville) (graduated 2022)
• Lana Waschka , Elon University (graduated 2022)
• Seoyoung Kim , Fordham University (graduated 2022)
• Lan Anh Ton , Texas Christian University (graduated 2023)
• Rachel Ramey , Colorado State University (graduated 2023)

Departments and Program Offices

• PhD Program Office
• Department of Marketing

UGA Resources

• Graduate School
• Financial Aid

Additional Information

• Current PhDs
• Faculty Research
• Marketing Department PhD Handbook

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• Dissertation

Prize-Winning Thesis and Dissertation Examples

Published on September 9, 2022 by Tegan George . Revised on July 18, 2023.

It can be difficult to know where to start when writing your thesis or dissertation . One way to come up with some ideas or maybe even combat writer’s block is to check out previous work done by other students on a similar thesis or dissertation topic to yours.

This article collects a list of undergraduate, master’s, and PhD theses and dissertations that have won prizes for their high-quality research.

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Table of contents

Award-winning undergraduate theses, award-winning master’s theses, award-winning ph.d. dissertations, other interesting articles.

University : University of Pennsylvania Faculty : History Author : Suchait Kahlon Award : 2021 Hilary Conroy Prize for Best Honors Thesis in World History Title : “Abolition, Africans, and Abstraction: the Influence of the “Noble Savage” on British and French Antislavery Thought, 1787-1807”

University : Columbia University Faculty : History Author : Julien Saint Reiman Award : 2018 Charles A. Beard Senior Thesis Prize Title : “A Starving Man Helping Another Starving Man”: UNRRA, India, and the Genesis of Global Relief, 1943-1947

University: University College London Faculty: Geography Author: Anna Knowles-Smith Award:  2017 Royal Geographical Society Undergraduate Dissertation Prize Title:  Refugees and theatre: an exploration of the basis of self-representation

University: University of Washington Faculty:  Computer Science & Engineering Author: Nick J. Martindell Award: 2014 Best Senior Thesis Award Title:  DCDN: Distributed content delivery for the modern web

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University:  University of Edinburgh Faculty:  Informatics Author:  Christopher Sipola Award:  2018 Social Responsibility & Sustainability Dissertation Prize Title:  Summarizing electricity usage with a neural network

University:  University of Ottawa Faculty:  Education Author:  Matthew Brillinger Award:  2017 Commission on Graduate Studies in the Humanities Prize Title:  Educational Park Planning in Berkeley, California, 1965-1968

University:  University of Ottawa Faculty: Social Sciences Author:  Heather Martin Award:  2015 Joseph De Koninck Prize Title:  An Analysis of Sexual Assault Support Services for Women who have a Developmental Disability

University : University of Ottawa Faculty : Physics Author : Guillaume Thekkadath Award : 2017 Commission on Graduate Studies in the Sciences Prize Title : Joint measurements of complementary properties of quantum systems

University:  London School of Economics Faculty: International Development Author: Lajos Kossuth Award:  2016 Winner of the Prize for Best Overall Performance Title:  Shiny Happy People: A study of the effects income relative to a reference group exerts on life satisfaction

University : Stanford University Faculty : English Author : Nathan Wainstein Award : 2021 Alden Prize Title : “Unformed Art: Bad Writing in the Modernist Novel”

University : University of Massachusetts at Amherst Faculty : Molecular and Cellular Biology Author : Nils Pilotte Award : 2021 Byron Prize for Best Ph.D. Dissertation Title : “Improved Molecular Diagnostics for Soil-Transmitted Molecular Diagnostics for Soil-Transmitted Helminths”

University:  Utrecht University Faculty:  Linguistics Author:  Hans Rutger Bosker Award: 2014 AVT/Anéla Dissertation Prize Title:  The processing and evaluation of fluency in native and non-native speech

University: California Institute of Technology Faculty: Physics Author: Michael P. Mendenhall Award: 2015 Dissertation Award in Nuclear Physics Title: Measurement of the neutron beta decay asymmetry using ultracold neutrons

University:  Stanford University Faculty: Management Science and Engineering Author:  Shayan O. Gharan Award:  Doctoral Dissertation Award 2013 Title:   New Rounding Techniques for the Design and Analysis of Approximation Algorithms

University: University of Minnesota Faculty: Chemical Engineering Author: Eric A. Vandre Award:  2014 Andreas Acrivos Dissertation Award in Fluid Dynamics Title: Onset of Dynamics Wetting Failure: The Mechanics of High-speed Fluid Displacement

University: Erasmus University Rotterdam Faculty: Marketing Author: Ezgi Akpinar Award: McKinsey Marketing Dissertation Award 2014 Title: Consumer Information Sharing: Understanding Psychological Drivers of Social Transmission

University: University of Washington Faculty: Computer Science & Engineering Author: Keith N. Snavely Award:  2009 Doctoral Dissertation Award Title: Scene Reconstruction and Visualization from Internet Photo Collections

University:  University of Ottawa Faculty:  Social Work Author:  Susannah Taylor Award: 2018 Joseph De Koninck Prize Title:  Effacing and Obscuring Autonomy: the Effects of Structural Violence on the Transition to Adulthood of Street Involved Youth

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71+ Research Paper Topics & Ideas for Marketing Students  

As a marketing student, you probably have access to a plethora of resources such as your college library and of course, the internet, to come up with great research paper topics.

However, the thought of writing your research paper can be daunting, especially if you’re still brainstorming and don’t know what to write about.

Just like any other piece of writing, start by keeping your audience in mind. Then, make a list of research paper topics that are more relevant to your interests, or a new under-developed field (for example; augmented reality, or people sentiments towards Artificial Intelligence), or a unique research topic that intrigues your audience.

But if you’re still struggling to pin down one out of the many research paper topics for your program, we’ll suggest a number of them for you to either choose from; or for you to take inspiration from and come up with your own.

Table of Contents

How to Choose the Best Research Paper Topics

Before we dive into the details, you’ll have to familiarize yourself with the basics. For starters, pick up a pen and paper and brainstorm different topics that you’d like to write about.

While personal interest is definitely important, we also suggest you opt for a topic that will intrigue your readers.  Here are a couple of factors you ought to keep in mind while selecting a topic:

Keeping your personal interest in mind

You probably won’t be able to write a stellar research paper if you’re not interested in the topic. Sit down with your peers and advisors to discuss possible ideas. It will be easier for you to discuss different themes once you’ve written down all your ideas in one place. If you’ve decided on a specific keyword for instance “consumer behaviour”, you can look for similar research papers on the internet.

A research paper isn’t a descriptive essay which you can drag aimlessly. Your research paper needs to be based on factual data and that’s only possible if you’ve conducted thorough research. While jotting down points for your first draft, ensure your statements are supported with references or examples citing credible academicals and research work.

Don’t leave it till the last day

A lot of students tend to undermine the writing process and leave for the last few days. Bear in mind that you can’t possibly write your entire research paper overnight. In order to succeed, you’ll have to devote sufficient amount of time to research.

Also, be prepared to schedule meetings with your advisor on a regular basis as you’re bound to require help along the way. At this point, make sure you only rely on credible sources that will support your dissertation.

Examples & List of Research Paper Topics

If you’re still unable to decide a topic of your interest, here is a list of 70 unique marketing research topics that you can use as marketing project topics for your MBA, or any other marketing course:

• How do organizations use CSR ( corporate social responsibility ) to reinforce brand equity?
• What manipulation tactics do brands use to get more customers?
• How can brand image be communicated via social media marketing?
• How can social media impact the buying choices of shoppers?
• Are consumers equipped to shield themselves from direct marketing strategies?
• Determine and analyze consumer buying behavior for [product name]
• How does advertising impact consumer behaviour?
• How does family orientation impact marketing communications?
• What characteristics do buyers look for when purchasing a product online?
• How does global marketing incorporate standardization?
• What attributes do consumers look for when comparing products online?
• How do financial institutions differentiate their goods and services on the basis of social class?
• Is direct marketing really the most effective form of marketing?
• What internet marketing trends can be expected for the future?
• How to marketing strategies differ across different cultures?
• Can brand advertising impact political campaigns?
• How do brands exploit impulsive buying?
• How does loyalty cards encourage sales and boost customer loyalty?
• Can well-marketed brands get away with selling substandard quality products?
• How is globalization having on impact on consumer behaviour?
• Impact of brand image on customer loyalty
• Brand attributes that lead to an increase in customer loyalty
• Successful marketing approaches that helped break through strong market monopoly
• Impact of cause marketing on brand affinity with young mothers
• Effect of consumer promotions and discount offerings on brand equity
• The outcomes of advertising in a recession
• Influence on Social Media advertising on consumer behaviour
• Effect of TV advertising on top of mind awareness
• Understanding customer perceptions around event sponsorships
• Does corporate social responsibility translate into sales?
• Canadians perspective on being targeted with mobile ads based on their browser history
• Is direct marketing welcomed by people?
• Are customers able to differentiate between various mortgage offering by competing banks?
• Does social media influence buying behaviour
• Do people like being click baited into sponsored posts?
• Understanding the impact of celebrity endorsements on ROI for CPG brands
• Women’s sentiments around comparison advertising
• How effective is comparison advertising to build brand equity?
• Do consumers prefer purchasing routine grocery products online?
• Is earned media perceived to be as important as it appears to be?
• What makes people want to share content to their friends?
• Understanding why content goes viral
• Marketing challenges around the evolving family structures
• Are we losing the emotional value and significance of money being in a cashless society?
• Is centralized global marketing a good idea for brand health in local markets?
• How is augmented reality going to enhance marketing experiences?
• How will artificial intelligence support in making better marketing decisions?
• Is immersion marketing through virtual reality technology going to be accepted?
• What does the luxury auto buyer look for in a car?
• How to instill a desire to purchase for customers in the luxury category
• Harmful effects of advertising to kids
• Impact of in-store branding on brand salience
• Effect marketing strategies for restaurant businesses
• Habit formation and ways to integrate new products in consumer lifestyles
• Is display advertising going to die?
• Can Snapchat help small business grow?
• How do customers perceive the brand who advertise on Instagram?
• The impact of humour in advertising
• Do customers pay attention to nutrition labels?
• What triggers impulse buying behaviour
• Essentials to sky rocket a new brand to heights of awareness
• The factors that lead to customer satisfaction in young adults
• Elements that help build an emotional connection with your audience
• How do males and females differ in their buying behaviour of mobile phones
• Does language targeting help in ethnic advertising?
• Customer Perceptions: Are well known brands good in quality?
• Is radio still an effective method of advertising?
• Rural vs Urban marketing challenges to be mindful of
• Impact of internal branding on employee retention and turnover
• An in-depth analysis of political marketing in Canada

More Categories of Research Topics

Still in need of some inspiration? Here are a few research paper areas that you can explore:

• Distribution
• Consumer Behavior
• Relationship Marketing
• Brand Management
• Nonprofit Marketing
• Market Segmentation & Targeting
• Internet Marketing
• Marketing Planning & Forecasting
• Product Design & Positioning
• Direct Marketing
• Advertising
• Purchasing & Materials Management

Hopefully, these marketing thesis topics will help you come up with a few topics of your own. If you’re still confused about which area, you’d like to work with, we suggest you consult your advisor for some additional help. Good luck!

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• Emmett and Miriam McCoy College of Business
• Department of Marketing

Master of Science (M.S.) Major in Marketing Research and Analysis (Thesis Option)

• General Information
• Admission Information
• Admission Documents
• Registration and Course Credit
• Academic and Grading Policies
• Degree Information
• Graduate Degrees
• Graduate Majors
• Graduate Minors
• Graduate Certificates
• Tuition and Fees
• Additional Fees and Expenses
• Refund of Fees
• College of Applied Arts
• M.B.A. Major in Business Administration (Flex Computer Information Systems Concentration)
• M.B.A. Major in Business Administration (Flex Engineering Technology Concentration)
• M.B.A. Major in Business Administration (Flex Healthcare Administration Concentration)
• M.B.A. Major in Business Administration (Flex Human Resource Management Concentration)
• M.B.A. Major in Business Administration (Flex International Business Concentration)
• M.B.A. Major in Business Administration (Flex Supply Chain Management Concentration)
• M.B.A. Major in Business Administration (Full-​Time Cohort)
• M.B.A. Major in Business Administration (General Flex Non-​thesis Option)
• M.B.A. Major in Business Administration (General Flex Thesis Option)
• Department of Accounting
• Department of Information Systems and Analytics
• Department of Finance and Economics
• Department of Management
• Master of Science (M.S.) Major in Marketing Research and Analysis (Non-​thesis Option)
• College of Education
• College of Fine Arts and Communication
• College of Health Professions
• College of Liberal Arts
• College of Science and Engineering
• Graduate Faculty

Program Overview

Marketing research and analytics are used by companies to link information about products, customers and markets to financial metrics like sales, margin, and EBITDA (earnings before interest, taxes, depreciation, and amortization). Further, McKinsey & Company claims that marketing and sales leaders need to use analytics since companies that effectively use data will improve productivity and profitability. Marketing research is increasingly being incorporated into the strategic planning function by organizations. This shift is increasing the scope and demand for marketing managers with strong research skills as well as the need for market research analysts and survey researchers.

The M.S. major in Marketing Research and Analysis is a specialized degree program that helps to fill the disconnect between marketing practice and marketing education. As technology advances and data collection becomes the primary source for managerial decisions, a need has evolved for a managerial workforce with advanced degrees in marketing to be able to make effective use of this vast amount of data coming into the organization. These marketing research and analysis functions are a critical part of modern marketing in organizations. Effective organizations are making decisions based on facts and these facts are gleaned from analysis of incoming data. More and more organizations are using marketing analytics and digital marketing. There is an unmet need for marketing professionals who can interpret and relate that data to marketing decisions as well as make marketing decisions in an increasingly digital marketplace.

Application Requirements

The items listed below are required for admission consideration for applicable semesters of entry during the current academic year. Submission instructions, additional details, and changes to admission requirements for semesters other than the current academic year can be found on The Graduate College's website . International students should review the International Admission Documents page for additional requirements.

• completed online application
• $55 nonrefundable application fee

          or

• $90 nonrefundable application fee for applications with international credentials
• baccalaureate degree (preferably in business administration or a related field) from a regionally accredited university
• official transcripts from  each institution  where course credit was granted
• a competitive GPA in the last 60 hours of undergraduate course work (plus any completed graduate courses)
• knowledge of business functions (management, marketing, finance, accounting, MIS) demonstrated through previous course work and/or work experience
• Fall 2023: official GMAT or GRE (general test only) with a competitive score.
• Fall 2024: official GMAT or GRE (general test only) with a competitive score for those who do not have a last-60-hours GPA of 3.5 or higher
• responses to specific essay questions on the statement of purpose
• resume/CV detailing work experience, extracurricular and community activities, and honors and achievements
• three letters of recommendation from persons best able to assess the student’s ability to succeed in graduate school

TOEFL, PTE, or IELTS Scores

Non-native English speakers who do not qualify for an English proficiency waiver:

• 19 listening
• 19 speaking
• official PTE scores required with a 52 overall
• official IELTS (academic) scores required with a 6.5 overall and minimum individual module scores of 6.0

This program does  not  offer admission if the scores above are not met.

Degree Requirements

The Master of Science (M.S.) degree with a major in Marketing Research and Analysis requires 30 semester credit hours, including a thesis.

Any student enrolled in a graduate degree program in the McCoy College of Business Administration can earn no more than two grades of C or lower. Even if the grade of C or lower was replaced with a higher grade as a result of repeating the course, the original grade counts as a “strike” under this policy. Upon earning the third C (or lower), the student is automatically placed on academic suspension and permanently dismissed from their degree program without any possibility of readmission to their program or another degree program in McCoy College. The 3 C Policy takes precedent over probationary status. So, if a student earns a third C they are automatically dismissed from their program permanently; even if probation does not occur.

Course Requirements

Comprehensive Examination Requirement

All students are required to take a written comprehensive examination in their last semester of the program.  Students must pass the comprehensive exam during the last semester in at most two attempts. If a student fails to pass the comprehensive exam in two attempts during the final semester, the student will be required to take GC 5100 the following term to retake the comprehensive exam.

Students who do not successfully complete the requirements for the degree within the timelines specified will be dismissed from the program.

If a student elects to follow the thesis option for the degree, a committee to direct the written thesis will be established. The thesis must demonstrate the student’s capability for research and independent thought. Preparation of the thesis must be in conformity with the  Graduate College Guide to Preparing and Submitting a Thesis or Dissertation .

Thesis Proposal

The student must submit an official  Thesis Proposal Form  and proposal to his or her thesis committee. Thesis proposals vary by department and discipline. Please see your department for proposal guidelines and requirements. After signing the form and obtaining committee members’ signatures, the graduate advisor’s signature if required by the program and the department chair’s signature, the student must submit the Thesis Proposal Form with one copy of the proposal attached to the dean of The Graduate College for approval before proceeding with research on the thesis. If the thesis research involves human subjects, the student must obtain exemption or approval from the Texas State Institutional Review Board prior to submitting the proposal form to The Graduate College. The IRB approval letter should be included with the proposal form. If the thesis research involves vertebrate animals, the proposal form must include the Texas State IACUC approval code. It is recommended that the thesis proposal form be submitted to the dean of The Graduate College by the end of the student’s enrollment in 5399A. Failure to submit the thesis proposal in a timely fashion may result in delayed graduation.

Thesis Committee

The thesis committee must be composed of a minimum of three approved graduate faculty members.

Thesis Enrollment and Credit

The completion of a minimum of six hours of thesis enrollment is required. For a student's initial thesis course enrollment, the student will need to register for thesis course number 5399A.  After that, the student will enroll in thesis B courses, in each subsequent semester until the thesis is defended with the department and approved by The Graduate College. Preliminary discussions regarding the selection of a topic and assignment to a research supervisor will not require enrollment for the thesis course.

Students must be enrolled in thesis credits if they are receiving supervision and/or are using university resources related to their thesis work.  The number of thesis credit hours students enroll in must reflect the amount of work being done on the thesis that semester.  It is the responsibility of the committee chair to ensure that students are making adequate progress toward their degree throughout the thesis process.  Failure to register for the thesis course during a term in which supervision is received may result in postponement of graduation. After initial enrollment in 5399A, the student will continue to enroll in a thesis B course as long as it takes to complete the thesis. Thesis projects are by definition original and individualized projects.  As such, depending on the topic, methodology, and other factors, some projects may take longer than others to complete.  If the thesis requires work beyond the minimum number of thesis credits needed for the degree, the student may enroll in additional thesis credits at the committee chair's discretion. In the rare case when a student has not previously enrolled in thesis and plans to work on and complete the thesis in one term, the student will enroll in both 5399A and 5399B.

The only grades assigned for thesis courses are PR (progress), CR (credit), W (withdrew), and F (failing). If acceptable progress is not being made in a thesis course, the instructor may issue a grade of F. If the student is making acceptable progress, a grade of PR is assigned until the thesis is completed. The minimum number of hours of thesis credit (“CR”) will be awarded only after the thesis has been both approved by The Graduate College and released to Alkek Library.

A student who has selected the thesis option must be registered for the thesis course during the term or Summer I (during the summer, the thesis course runs ten weeks for both sessions) in which the degree will be conferred.

Thesis Deadlines and Approval Process

Thesis deadlines are posted on  The Graduate College  website under "Current Students." The completed thesis must be submitted to the chair of the thesis committee on or before the deadlines listed on The Graduate College website.

The following must be submitted to The Graduate College by the thesis deadline listed on The Graduate College website:

• The Thesis Submission Approval Form bearing original (wet) and/or electronic signatures of the student and all committee members.
• One (1) PDF of the thesis in final form, approved by all committee members, uploaded in the online Vireo submission system.  

After the dean of The Graduate College approves the thesis, Alkek Library will harvest the document from the Vireo submission system for publishing in the Digital Collections database (according to the student's embargo selection).  NOTE: MFA Creative Writing theses will have a permanent embargo and will never be published to Digital Collections.  

While original (wet) signatures are preferred, there may be situations as determined by the chair of the committee in which obtaining original signatures is inefficient or has the potential to delay the student's progress. In those situations, the following methods of signing are acceptable:

• signing and faxing the form
• signing, scanning, and emailing the form
• notifying the department in an email from their university's or institution's email account that the committee chair can sign the form on their behalf
• electronically signing the form using the university's licensed signature platform.

If this process results in more than one document with signatures, all documents need to be submitted to The Graduate College together.

No copies are required to be submitted to Alkek Library. However, the library will bind copies submitted that the student wants bound for personal use. Personal copies are not required to be printed on archival quality paper. The student will take the personal copies to Alkek Library and pay the binding fee for personal copies.

Master's level courses in Marketing: MKT 

MKT 5199B. Thesis.

This course represents a student’s continuing thesis enrollments. The student continues to enroll in this course until the thesis is submitted for binding.

MKT 5299B. Thesis.

MKT 5321. Marketing Management.

A study of the planning and coordination of marketing functions, marketing policies, and the analysis of marketing administration. Prerequisite: B A 5351 with a grade of "C" or better.

MKT 5322. Marketing Research Methods.

An advanced study of the marketing research process to include problem formulation, determination of sources of information and research design, design of data collection forms, design of the sample, collection of the data, analysis and interpretation of the data, preparation of the research report, and oral presentation of the research findings. Prerequisite: MKT 5321 and QMST 5334 both with grades of "C" or better.

MKT 5323. Qualitative Research in Marketing.

This course examines qualitative methods as used in marketing and market research. Topics include the design and execution of qualitative research projects using various qualitative methodological approaches. Activities include application of qualitative methods for conducting research. Students will apply learning in a qualitative research project.

MKT 5330. International Marketing.

An application of marketing concepts to the global business environment. Examines marketing in the light of international economic, social, cultural, business, and environmental factors. Prerequisite: B A 5351 with a grade of "C" or better.

MKT 5331. Integrated Marketing Communications.

An analysis of consumer behavior in the marketplace and its application to the preparation and presentation of a complete integrated marketing communications plan for a local, regional, and/or national client. Prerequisite: MKT 5321 with a grade of "C" or better.

MKT 5335. Services Marketing.

Services dominate the U.S. economy and are becoming critical for competitive advantage in companies across the globe and in all industry sectors. This course examines the foundations of services marketing, which are necessary to create, promise, and deliver a successful, interactive customer experience. Prerequisite: MKT 5321 with a grade of "C" or better.

MKT 5340. Digital Marketing.

This course examines marketing strategies in the digital environment. It examines the latest technology and analytical tools used in e-marketing and e-commerce, including online advertising, mobile marketing, social media marketing, search marketing, email marketing, and web analytics. Prerequisite: MKT 5321 with a grade of "C" or better.

MKT 5341. Social Media Marketing and Analysis.

This course provides a conceptual foundation and practical approach for conducting social media analysis and developing a social media marketing plan and/or campaign will be presented. Students will gain hands-on experience using social media strategically to achieve desired marketing goals through a hands-on project. Students will also earn applicable digital marketing certifications. Prerequisite: MKT 5321 with a grade of "C" or better or instructor approval.

MKT 5345. Marketing Analytics.

This course is a study of the scientific approach that connects customer data and competitive information to drive marketing decision-making. The course explores customer data analysis techniques and their theoretical foundations that are applied to real world business problems. Students will learn software, conduct data analysis and communicate the results. Prerequisite: MKT 5321 and QMST 5334 both with grades of "C" or better or instructor approval.

MKT 5346. Contemporary Topics in Marketing Analytics.

This course covers contemporary topics in marketing analytics. Students will learn (1) concepts and methods in strategic marketing analytics, (2) analytical and mapping tools in geospatial data and information, (3) concepts and methods in Bayesian Networks, (4) Topic Analysis using big data in marketing, and (5) other emerging analytical tools and methods in marketing. Prerequisite: QMST 5334 with a grade of “C” or better or instructor approval.

MKT 5347. AI and Data Visualization for Marketing.

This course consists of applied training in foundational topics for artificial intelligence and data visualization. It covers both prediction as well as classification problems. While many technical aspects are covered, the main emphasis is on knowing how to apply a wide range of modern techniques to specific marketing problems. Prerequisite: MKT 5321 and QMST 5334 both with grades of "C" or better or instructor approval.

MKT 5348. Python for Marketing Analytics.

This course consists of learning Python and using this programming language for data analysis and visualization. This course will help to leverage the power of historical data and to develop models that project future trends. Python will be used for exploratory data analysis, market forecasting, customer segmentation, deep learning, social media analysis and analysis of marketing images and videos. Prerequisite: MKT 5321 and QMST 5334 both with grades of "C" or better or instructor approval.

MKT 5350. Strategic Marketing Analysis and Planning.

This course examines strategic marketing decision making through the analysis and interpretation of marketing intelligence, metrics, and dashboards. Topics will include data-driven decision making on marketing challenges pertaining to customers, brands, marketing mix decisions, online strategy and social media, market performance, and firm profitability. Prerequisite: MKT 5322 with a grade of "C" or better.

MKT 5395. Independent Study in Marketing.

Individual problems or topics will be designed and completed to emphasize selected areas of study in Marketing. Prerequisite: Instructor approval.

MKT 5397I. Entrepreneurial Marketing.

Entrepreneurship involves the discovery, implementation, and pursuit of new business opportunities. Successful execution of an entrepreneurial idea requires an effective marketing plan and related skills. In this course, we will investigate how marketing concepts (product, price, promotion, place, people, processes, brand image, segmentation, targeting, positioning, quality perceptions) can facilitate entrepreneurs' realization of their ideas. A conceptual foundation and practical approach for developing an entrepreneurship-focused marketing plan will be discussed. Using a hands-on approach, students will gain skills and knowledge on the effective use of marketing concepts to achieve entrepreneurial goals. Prerequisite: Instructor approval.

MKT 5398. Internship in Marketing.

Internship in marketing is an external employer supervised, experiential learning course that enables a student to integrate professional and graduate business coursework. Prerequisite: Instructor approval.

MKT 5399A. Thesis.

This course represents a student’s initial thesis enrollments. No thesis credit is awarded until student has completed the thesis in Marketing Research and Analysis.

MKT 5399B. Thesis.

MKT 5599B. Thesis.

MKT 5999B. Thesis.

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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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Marketing Research and Analysis (M.S.)

M.s. marketing research and analysis.

• Apply Today
• Review Admission Requirements

Program Overview

The Master of Science in Marketing Research and Analysis (MSMRA) program is designed for those interested in marketing or marketing professionals with an interest in advanced studies to enhance their ability to excel as a marketer in today's increasingly data-driven marketplace. Students can attend full-time and graduate in as little as one year or enroll part-time. There are opportunities for fellowships, scholarships, and assistantships.

All McCoy College degree programs are accredited by AACSB International – The Association to Advance Collegiate Schools of Business. The accounting degree programs also hold separate accreditation by AACSB.

Course Work

The 30-hour program is offered face-to-face on the Texas State campus in San Marcos. Both thesis and non-thesis tracks are available. The required courses provide students with the skills and knowledge needed to be effective as a marketing professional in today's fast-paced, information-driven environment including digital marketing, marketing analytics, marketing research methods, and Python for marketing analytics.

What Our Alumni Say

“Designed for the working professional, the MSMRA program is ideal for those looking to expand their skill set, maximize their potential, and advance career goals. With an exceptional faculty, thoughtful, relevant course work and a flexible schedule, I was able to successfully balance a demanding work schedule and an active family life while earning my degree.ˮ

— Matthew Jordan, MSMRA Class of 2022

Program Details

The MSMRA curriculum prepares graduates to effectively use the vast amount of data coming into organizations by developing the analytical skills to interpret data, make decisions and effectively communicate findings.

Program Mission

The mission of the Department of Marketing is to prepare a diverse student population to become successful marketing professionals and responsible global citizens in a data driven world. The Master of Science in Marketing Research and Analysis (MSMRA) program readies graduates for positions in marketing that will be involved in creating, analyzing, interpreting, and utilizing data. These positions include marketing managers, market research analysts and marketing specialists, and survey researchers.

Career Options

The MSMRA program readies graduates for positions in marketing that will require compiling, analyzing, interpreting and utilizing data. These positions include marketing managers, market research analysts, and survey researchers with job titles such as strategic data insights analyst, marketing director, marketing analytics manager, consumer insights manager, and digital marketing analyst.

Program Faculty

The marketing department faculty aspires to create value through business-relevant and socially significant research. Their research has been published in leading peer reviewed marketing journals, and they have presented their work at national and international conferences. The intellectual contributions produced by faculty members add to knowledge about marketing practices and contribute toward understanding and improving the relationship between business and society. McCoy graduate students often have the opportunity to work with faculty on research through course work and graduate research assistantships.

Contact us for general questions about your application, funding opportunities, and more. If you have specific questions after reviewing the program details, contact the program's graduate advisor.

Graduate Advisor Dr. Gail Zank [email protected] 512.245.3196 McCoy Hall (MCOY) , Room 412

Graduate Advisor Dr. Diego Vacaflores [email protected] 512.245.3591 McCoy Hall (MCOY) , Room 530

Apply Now Already know that Texas State is right for you?

• Start Your Application

Application Process

Review requirements, submit application, upload documents, check status, application deadlines.

This program's deadline is firm. This type of deadline means the application and other application requirements must be submitted by the program's specified deadline day. View the department's website for supporting document deadlines .

Admission Requirements

The items required for admission consideration are listed below.  Additional information for applicants with international credentials can be found on our  international web pages .

Application

• Completed  online application

Review  important information  about the online application.

Application Fee

• $55 nonrefundable application fee OR
• $90 nonrefundable application fee for applications with international credentials

Review important information about application fees.

Transcripts & GPA

• baccalaureate degree (preferably in business administration or a related field) from a regionally accredited university (Non-U.S. degrees must be equivalent to a four-year U.S. Bachelor’s degree. In most cases, three-year degrees are not considered. Visit our International FAQs for more information.)
• a copy of an official transcript from  each institution  where course credit was granted
• a competitive GPA in your  last 60 hours  of undergraduate course work (plus any completed graduate courses) (Effective Fall 2024: a competitive overall GPA or a competitive GPA in your last 60 hours of undergraduate work, plus any completed graduate courses)
• knowledge of business functions (management, marketing, finance, accounting, MIS) demonstrated through previous course work and/or work experience

Review important information about transcripts. Official transcripts, sent directly from your institution, will be required if admission is granted.

Test Scores

GRE and GMAT

• official GRE (general test only) or GMAT required with competitive scores

For potential test waiver information, please visit the McCoy College of Business GMAT/GRE Waiver website .

Effective Fall 2024

• official GMAT/GRE (general test only) not required for applicants with a 3.5 overall GPA or a 3.5 GPA in your last-60-hours of undergraduate course work. If the last-60-hours GPA falls below the minimum requirement, the official GMAT or GRE (general test only) with competitive scores will be required in order to be considered. The Graduate College will notify applicants via email should this occur.

Approved English Proficiency Exam Scores

Applicants are required to submit an approved English proficiency exam score that meets the minimum program requirements below unless they have earned a bachelor’s degree or higher from a regionally accredited U.S. institution or the equivalent from a country on our  exempt countries list .

• 19 listening
• 19 speaking
• official PTE scores required with a 52 overall
• minimum individual module scores of 6.0
• official Duolingo scores required with a 110 overall
• official TOEFL Essentials scores required with an 8.5 overall

This program does not offer admission if the scores above are not met.

Review important information about official test scores.

• Why have you chosen to pursue a master's degree in marketing research and analysis at Texas State University? How does this program fit your talents or interests and tie to your future career goals?
• Tell us about your three most significant accomplishments. How do you think the lessons you learned from them have prepared you for success in graduate school and beyond?
• optional personal statement:  in cover-letter format, you may address the admissions committee about anything related to your background, application, and/or desire to attend graduate school at Texas State University
• resume/CV detailing work experience, extracurricular and community activities, and honors and achievements
• three letters of recommendation from persons best able to assess your ability to succeed in graduate school.

Review important information about documents.

Additional Information

• Application Decisions
• International Applicants
• Reapplication Process

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Downloadable Content

Strategic analysis for marketing graduate education at a public university

• Masters Thesis
• Obando, Glenda
• Heisley, Deborah
• Williams, Melanie S
• Moore, Richard W
• California State University, Northridge
• Dissertations, Academic -- CSUN -- MBA.
• marketing graduate education
• Customer Relationship Management System
• 2017-09-26T22:39:13Z
• http://hdl.handle.net/10211.3/196414
• by Glenda Obando
• Includes bibliographical references (pages 64-67)
• California State University, Northridge. Department of Business Administration.

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