examples of dissertations in marketing

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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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Marketing Dissertation Topics

Published by Jamie Walker at January 11th, 2023 , Revised On April 16, 2024

Marketing is a business-focused subject, so you’ll be exposed to much more than just creativity. You’ll learn how to set budgets, find new customers, enter international markets, and decide on prices or profits.

As a marketing student, you will be required to complete a marketing dissertation to complete your degree programme. Your dissertation topic can relate to branding, relationship marketing, online/digital marketing, marketing ethics, and any other field of marketing.

To help you get started with brainstorming for marketing topic ideas, we have developed a list of the latest topics that can be used for writing your marketing dissertation.

These topics have been developed by PhD-qualified writers of our team , so you can trust to use these topics for drafting your dissertation.

Review the step-by-step guide on how to write your dissertation here.

You may also want to start your dissertation by requesting  a brief research proposal  from our writers on any of these topics, which includes an  introduction  to the topic,  research question , aim and objectives,  literature review , and the proposed research methodology conducted.  Let us know  if you need any help in getting started.

Check our  dissertation example to get an idea of  how to structure your dissertation .

You can review step by step guide on how to write your dissertation here .

Review Our Best Dissertation Topics complete list.

2024 Marketing Dissertation Topics

Topic 1: assessing the role of communication strategies in fashion marketing- a case study of uk.

Research Aim: The purpose of this study is to investigate the role of communication strategies in the world of   UK fashion marketing. This will also give us an understanding of how new fashion remanufacturing should be communicated to the consumers. Focusing on how information and messages about the brands or products should be labelled to attract the audience.

Topic 2: How Influential are Retail Stores and Fast Fashion on each other? A case study of Zara

Research Aim: Fast fashion is an idea in which retailers target their business strategies, reducing the time it takes to get products into the store, using an in-season purchasing strategy to keep the products in the market updated during the season. This study aims to find the impact or influence of fast fashion and retail stores on each other, focusing on Zara as it is considered as the famous brand among consumers. It will look at what happens to fast fashion when it is delivered to retail outlets, as well as the adaption of fast fashion in the retail sector and how it is communicated to customers.

Topic 3: Assessing the Key Ethical Issues in the marketing of Pharmaceutical Products in the UK.

Research Aim: Pharmacists may occasionally be led to unethical behaviours during contact; that’s why it is important to understand these behaviours. Pharmaceutical products are sensitive to advertising, and minor misconduct can lead to loss of public trust in the industry. The current study will examine the challenges faced and the key ethical issues that occur during the marketing of pharmaceuticals products focusing on the UK pharmaceutical industry; through quantitative research analysis.

Topic 4: Brand Marketing to a Global World and its impact on local cultural beliefs and attitudes- A literature review.

Research Aim: Different cultures in different countries act as challenges to global marketing. The aim of this study is to develop an understanding of how brand marketing in a global world has a huge impact on the cultural beliefs and attitudes of people. It will provide an experience of international and local consumer cultures and their mutual influence on many consumer behaviours and their effect on their decision-making process.

Topic 5: E-sports marketing- Investigating purpose and scope in current times.

Research Aim: This study aims to find the emerging trend of esports marketing and its scope in current times. It will also explore the collaborative efforts of gaming companies, players and different online communities and how they play an important role in maintaining and enriching the value of Esports consumption.   of   It will provide a societal impact of esports and by applying different strategies

Marketing Dissertation Topics for 2023

Topic 1: impact of product packaging on organisational sales: a case study of the uk retail sector.

Research Aim: Due to intense competition in the UK retail sector, product packaging has gained significant importance concerning consumer purchase decisions. This research will focus on how product packaging (colour, shape, and other attributes) influences consumer purchase behaviour which in return increases or decreases the sales of the organisation.

Topic 2: Impact of E-marketing on consumer purchase decisions: Case of the UK luxury industry

Research Aim: The main purpose of the research is to analyze the impact of electronic marketing on consumer purchase decisions. Different modes of e-marketing will be assessed, and based on the results of each e-marketing channel, the dissertation will be concluded. The focus of this research will be the UK luxury industry.

Topic 3: Analysing the customer-centric marketing strategies in attaining competitive advantage for the firm and sustaining business success

Research Aim: In today’s competitive corporate world, organizations are formulating and implementing customer-centric marketing strategies. These strategies are devised, keeping in mind customer behaviour, customer pattern, customer preferences, customer trends, etc. Considering all these and many other customer-related aspects, companies assess what is successful for their business. This research will discuss the different characteristics of customers that should be studied and how formulating related strategies will help the company gain a competitive advantage and generate profits.

Topic 4: The role of information technology in revolutionizing marketers' approach towards manipulative advertisement

Research Aim: The digital media or the digital world has provided a very effective and large platform for marketers to market and advertise their products. However, this platform can also be used to manipulate customers through deceptive marketing techniques. The main purpose of the research is to analyse the role of information technology in revolutionizing marketers’ approach towards manipulative advertisements. In addition to this, the research will also talk about how marketers use digital media channels to deceive customers who also harm the company’s reputation.

Topic 5: Assessing the impact of integrated marketing communication on consumer impulsive buying behaviour

Research Aim: Consumer impulsive buying behaviour has become an important phenomenon in today’s global world. Companies have been able to acquire a high market share through the impulsive buying behaviour of the consumer. Therefore, this research focuses on analyzing the impact of integrated marketing communication on consumer impulsive buying behaviour.

Topic 6: The Impact of digital marketing on businesses throughout the world

Research Aim: Digital Marketing has changed the face of marketing in today’s world. More and more companies are now adopting this new technique to gain a competitive edge over traditional marketing methods. This research will address the impact of different digital marketing channels on businesses and how each channel can help companies earn more.

Topic 7: Traditional vs Digital Marketing: A comparative study of the last ten years

Research Aim: With the emergence of digital marketing in the global world today, more and more companies are abandoning traditional marketing techniques. This research will compare traditional and digital marketing methods and present data over the past ten years. Through this data, a conclusive analysis will be conducted to determine which marketing is more successful in today’s times.

Topic 8: Studying customers’ responses to automated interactions in the services industry: How does it impact the business?

Research Aim: Many companies have now completely automated their business operations. They have streamlined standard responses given to customers. This research will mainly assess the impact of automated responses on customers, whether or not they impact them in terms of generating and converting leads, and ultimately how it impacts the business overall.

Topic 9: Capturing and analyzing the Voice of Customer (VOC) through Artificial Intelligence: How effective is the technology?

Research Aim: Voice of Customer (VOC) is not a new concept. Companies have been working and collecting data on it for the past several years. It is a method to gather customers’ feedback about their expectations and experiences with respect to your product or service. This research will study how companies gather, assess, and analyse this data through artificial intelligence and how effective it is for businesses. The research will utilise quantitative analysis to conclude whether or not this new technology and strategy is successful.

Topic 10: Online search queries – Can businesses benefit from them and better market their products and services?

Research Aim: Keyword targeting, search engine optimization (SEO), click trend, search trend, etc., are all ways to find how consumers search for a particular product, brand or website online. With more business being done online and with companies focusing more on online marketing, understanding online search queries have become crucial for the business’s success. This research will focus on the different ways through which companies can assess online search queries and whether or not they can benefit from them. Data from past years will be fetched and included to conduct authentic research and conclude accurately.

Also read: Management Dissertation Topics

“Our expert dissertation writers can help you with all stages of the dissertation writing process including topic research and selection, dissertation plan, dissertation proposal, methodology, statistical analysis, primary and secondary research, findings and analysis and complete dissertation writing”. Learn more here .

Relationship Marketing Dissertation Topics

Relationship marketing is a form of marketing that focuses on long-term goals such as building customer loyalty and increasing customer retention. In relationship marketing, products are provided based on relationships and not traditional marketing. This type of marketing helps firms acquire more customers and build loyalty. The more loyal and satisfied a customer is, the more likely they are to make a purchase.

Under relationship marketing, the purchasing pattern, the contact details, and the entire profile of customers are maintained. Normally, firms assign executives to one or more major customers to maintain relationships and satisfy their needs. It is a very useful marketing tool and also an excellent topic to research on. You can choose a topic for your relationship marketing dissertation topic from any of the topics listed below:

Topic 11:Customer loyalty – Behaviour or an attitude? A mixed-method analysis

Research Aim: This research will analyse how customer loyalty is determined, whether it is an attitude or behaviour. A comparative analysis, comparing different elements of attitudes and behaviours, will be conducted.

Topic 12: The usefulness of relationship marketing in the UK fashion industry: To what extent have organisations incorporated club-style membership schemes for their customer and their impact on businesses?

Research Aim: This research will focus on one important aspect of relationship marketing – memberships. The research will revolve around the UK fashion industry, and the impact memberships have on customers and business organisations.

Topic 13: The impact of relationship marketing on customer loyalty: An analysis of Honda Motors

Research Aim: This dissertation will assess how customer loyalty is impacted by relationship marketing. The main focus of this study will be Honda Motors, how the company maintains customer relationships.

Topic 14: Loyalty schemes and customer satisfaction: Do they really have an impact?

Research Aim: This research will analyse whether or not loyalty schemes impact customer satisfaction. If yes, then the various means will be explored.

Topic 15: The interrelationship between switching costs and consumers' resistance to switching brands' loyalty

Research Aim: The relationship between costs and brand loyalty will be assessed in this research. This research will discuss circumstances under which customers decide to switch brand loyalty.

Topic 16:Loyalty schemes and their relationship with sales: An exploratory analysis of the UK retail industry.

Research Aim: This dissertation will conduct an exploratory analysis to conclude whether or not there is a relationship between loyalty schemes and sales of companies.

Topic 17:Maintaining customer relations through relationship marketing. A case of ASDA

Research Aim: The main focus of this research will be to study how ASDA maintains customer relations and whether they prove to be successful for the business or not.

Topic 18:Exploring the effectiveness of online marketing – Does digital marketing help companies build customer loyalty?

Research Aim: This dissertation will analyse how effective online marketing is for companies to help build and maintain customer loyalty. And whether online marketing can be used to build customer loyalty.

Topic 19: Assessing customer satisfaction in the UK tourism and hospitality industry

Research Aim: The UK tourism and hospitality industry will be assessed in this study for customer satisfaction. The dissertation will conclude to answer how the UK tourism and hospitality industry has maintained customer satisfaction.

Topic 20:Technology driven customer engagement – Does it lead to better customer satisfaction as compared to traditional engagement methods?

Research Aim: This dissertation will discuss how technology has impacted customer engagement. Furthermore, it will analyze how effective technology has been in driving customer engagement compared to traditional methods.

Branding Dissertation Topics

Branding involves creating a unique image and name for a product in the minds of the customers. This is done through creative advertising using a brand theme used consistently in all the advertisements. Branding also entails creating a unique logo and name for a distinguished product.

Some consumers compare prices before purchasing a product, but mostly a purchase is made by focusing on the quality of goods and brand loyalty. There is a misconception that branding is the same as marketing, but it can be distinguished based on the former being one of marketing strategy fundamentals.

For successful branding, there should be truthfulness and clarity in every phase through interaction with customers, which will help improve the value and brand perception of a company.

Branding provides companies with a competitive edge over other organizations and has become a very popular topic for research among undergraduate and postgraduate students. When looking to work on a branding related dissertation, you can choose from the dissertation topics below:

Topic 21:Maintaining brand equity through innovation: A case study of Apple Inc.

Research Aim: Innovation has a huge impact on brand equity. The same will be discussed in this research, with Apple Inc. as the main focus.

Topic 22:Building brand equity through celebrity endorsement: Analysis of the fashion industry

Research Aim: Celebrity endorsement is an excellent way to build brand equity. In this dissertation, the same will be discussed concerning the UK fashion industry or another country of your choice.

Topic 23:Brand attitudes and advertisements: Evidence from the past five years

Research Aim: This study will talk about how advertisements shape brand attitudes. Evidence from the past five years will be presented to conclude whether advertisements impact the brand attitude or not.

Topic 24: Packaging as a brand marketing strategy: Assessing its effectiveness in the retail sector

Research Aim: The success of a brand marketing strategy depends on several factors. This dissertation will assess how important packaging is in a brand marketing strategy.

Topic 25:Effect of branding on consumers of Coca Cola and Pepsi: A comparative analysis

Research Aim: Branding has a huge impact on consumers. Competitors utilise this strategy to build customer loyalty. This research will compare two big rivals – Coca-Cola and Pepsi concerning branding.

Topic 26:Branding strategies: Impact and application

Research Aim:  The different types of branding strategies and their implementation process will be discussed in this study.

Topic 27:Analysis of the consumer: Comparative analysis between good quality products and brand loyalty.

Research Aim: This study will discuss how good quality products impact consumers and how it helps companies build brand loyalty.

Topic 28:Building, retaining and maintaining the brand image in the market – Studying MNCs in the UK industry

Research Aim: Brand image and reputation are something that companies should pay close attention to. This research will talk about leading MNCs and how they should build and retain the brand image.

Topic 29:Importance of brand and reliability in the automotive industry – Case of Toyota Motors

Research Aim: Reliability is a huge factor in building a brand. With a specific focus on Toyota, this study will discuss how reliability impacts the brand.

Topic 30:Building brand awareness and equity through online marketing – Assessing its effectiveness

Research Aim: This research will assess the effectiveness of online marketing in building brand awareness and equity.

Topic 31:International brand building in the digital age: The role of digital marketing

Research Aim: Building a brand with the help of digital marketing will be discussed in this research.

Topic 32:Corporate social responsibility and brand management: A case of Nestle

Research Aim: Giving back to the community creates a positive image of the company. This research will discuss how fulfilling corporate social responsibility helps the company maintain its brand.

Also Read:   Chanel’s Brand Identity and Personality

Direct Marketing Dissertation Topics

Direct marketing is a marketing phenomenon that involves direct selling to customers. This includes telephone selling, email selling, direct mail selling, etc. No retailer is involved in the process. The product/service flow includes only two parties, the company and the consumer.

Direct marketing allows businesses and non-profit organizations to communicate with customers directly. It relies on advertisements on the internet, television, or radio.

There are different types and forms of direct marketing, with internet marketing being the most popular. Online marketing helps companies to interact directly with their customers without any middleman. In this manner, companies can gain insight into customers, expectations, and feedback on the product/service.

Below is a list of topics that you can base your dissertation on under the direct marketing theme.

Topic 33:Loyalty schemes and direct selling – Does it help businesses to market directly to customers?

Research Aim: Loyalty schemes are an old but extremely effective marketing tool. This research will discuss and analyze whether direct marketing can be done through these schemes or not.

Topic 34:How customers can protect themselves from deceitful direct marketing techniques?

Research Aim: This study will highlight the unlawful and unethical ways companies adapt through digital marketing and how customers can protect themselves.

Topic 35:Direct Marketing: Effects and implications

Research Aim: The main concept, theory, and framework of direct marketing will be discussed and analysed in this research. The effects and implications of direct marketing will be the main focus of this study.

Topic 36:Do customers respond differently to direct and digital marketing?

Research Aim: Direct and digital marketing will be compared and analysed in this research. Their responses will then be evaluated as to which one is the most effective.

Topic 37:The relationship between the duration of a voice message and the success of Tele-marketing? A case of mobile Industry.

Research Aim: Telemarketing is a successful marketing tool. This research will study the relationship between the duration of a voice message and its success for companies operating in the mobile industry.

Topic 38:Developing a marketing information system for direct marketing: Analysing its effectiveness

Research Aim: A marketing information system is extremely essential for companies today. This research will discuss how a marketing information system can be developed and how effective it is for direct marketing.

Topic 39:The role of business and artificial intelligence in direct marketing – How can companies gain advantage?

Research Aim: Artificial Intelligence is the big thing in the marketing industry these days. Incorporating it into your business for marketing will help you achieve a competitive advantage. The same will be studied and evaluated in this research.

Topic 40:Internet marketing as a direct marketing technique – Assessing its effectiveness and profitability

Research Aim: Internet marketing can be used a direct marketing technique. This research will assess how effective and profitable this technique can be for businesses.

Topic 41:Protecting consumer data and privacy in direct marketing techniques – Evaluating its importance.

Research Aim: Companies do not pay much attention to customer privacy. This research will discuss how direct marketing can help companies protect customer data and privacy.

Marketing Across Cultures Dissertation Topics

Every culture is different. Thus, what is acceptable in one, may not be acceptable in the other. This is why firms must adopt different techniques while operating in different cultures. Before introducing any product, companies need to analyse the cultural aspect of the market.

This has become a very important and deciding factor for the successful operation of a business. Cultures have a deep impact on consumer behaviour, and it plays a key role in shaping the buying behaviour and the attitude of the customer.

There is no doubt that this marketing aspect is worth some research. Some intriguing and current dissertation topics in the field of cultures and marketing are given below:

Topic 42:Impact of culture on the trading Market: A case of general motors through an analysis of the imports and exports.

Research Aim: Marketing is based on different cultures. This research will discuss the impact of culture on the trading market, focusing on general motors’ imports and exports.

Topic 43: Does language impact the identity of a brand? A case of Coca-Cola

Research Aim: Language is an important element of a culture. This study will research and analyze whether or not the language impacts a brand and will utilize Coca-Cola as its main focus.

Topic 44: Amalgamating and assessing the regional differences within the national culture of marketing

Research Aim: This research will study the various regional differences that exist in the marketing culture and how they impact businesses.

Topic 45: The impact of collectivism and individualism on purchasing smartphones

Research Aim: Different cultures have a different impact on society. This research will conduct a cross-cultural analysis to understand how culture impacts marketing strategies

Topic 46:Cross-cultural marketing and how it impacts a business – A specific focus on the FMCG sector

Research Aim: Cross-cultural marketing is utilised by companies operating in different cultures. This research will talk about how cross-cultural marketing is formulated, devised, and implemented in the FMCG Sector and whether it is successful for the company or not.

Topic 47:Belief, religion and values: Do they have an impact on businesses across the world

Research Aim: There can be many cultures in one market. Thus, it becomes challenging for companies to market their product according to cultures. This research will assess this issue by focusing on two different cultures.

Topic 48: Application of marketing mix in a culturally diverse society: Assessing two different cultures

Topic 49: same marketing tact in different markets: how it leads to business failures.

Research Aim: Companies cannot utilise similar marketing techniques for different cultures. This research will assess how this act can lead to the failure of businesses.

Topic 50:Cultural differences and the subsequent effect on supermarkets across the United Kingdom

Research Aim: This research will talk about how various cultural differences impact supermarkets operating in the United Kingdom.

Also Read :   Fashion and Culture Dissertation Topics

Online Marketing Dissertation Topics

When marketing evolved from traditional to online or digital marketing, it was observed that all the rules that traditional marketing followed were no longer useful. The needs and demands of the market had changed, thus online marketing emerged. Digital marketing has been a game-changer in the field of marketing.

New tools, new rules, and new methods have set the marketing game field. Every player entering the business world needs to be well versed with all these new aspects or else it can go out of business quickly.

Online marketing helps business organisations to understand and evaluate customers’ responses to a particular marketing strategy very efficiently. So businesses are now aware of their customer behaviour, trends, what they look for in a product, what are they interested in, etc.

However, while collecting and storing all this customer information, organisations need to ensure the privacy of their consumers to avoid losing their trust. Companies are now in an era where they can efficiently interact and engage their consumers.

Based on their responses, they can devise subsequent marketing strategies. Online marketing is now a powerful marketing tool as it allows organizations to develop specific strategies to suit the needs of their consumers.

The field of digital marketing is worth the research. You can spend hours learning about this facet of marketing, and still will be left with the urge to learn more. Some interesting topic suggestions are given below if you want to base your dissertation on online marketing.

Topic 51:How online marketing impacts the retail sector during the Covid-19 pandemic? - Entering the field of internet marketing

Research aim: This research will aim to discover the impact of the covid-19 pandemic on the performance of the retail sector in any country of your choice. How did the retail stores move to online marketing to overcome the losses?

Topic 52: Organisations and their use of personalised products: How do companies decide who to market?

Research Aim: There are times when companies launch personalised services or products for a specific group of customers. To identify this need, traditional research is not useful. Customers do not want to give out this type of information. With online marketing and its various tools, companies can now gather this data. This research will delve deep into how that happens.

Visit our topics database to view 100s of dissertation topics in your research area.

Topic 53:The role of online marketing in driving sales: Studying the retail sector

Research Aim: The main focus of this research will be to understand how the retail sector is impacted through online marketing and its role.

Topic 54:Implications and application of online marketing

Research Aim: Online marketing tools are extremely powerful. Various tools will be discussed and analysed in this research to conclude how well they perform.

Topic 55:How can companies overcome the hate speech of unhappy customers?

Research Aim: With the ease of gathering data, online marketing and tools can also lead to hate speech from customers. This research will evaluate different ways through which companies can overcome this issue.

Topic 56:What attributes are preferred by customers for online search, purchasing and comparison?

Research Aim: The different types of research, search, purchasing, and comparing attributes undertaken by customers will be assessed in this study. Moreover, their impact on business will be studied.

Topic 57:The power of online marketing tools – Assessing their effectiveness with respect to sales

Research Aim: Different marketing tools will be analysed and studied in this research. They will be assessed based on their effectiveness concerning sales.

Topic 58:Analysis of change in behaviour of customers in offline and online marketing

Research Aim: Online and offline marketing are extremely different. This research will analyse how customers behave differently in an online marketing setting as compared to an offline marketing setting.

Topic 59:Impact of appearance and visual effects for the effectiveness of online marketing

Research Aim: Online marketing utilises different appearance and visual effects to attract customers. This research will analyze how effective these techniques are for the company.

Topic 60:Websites and E-commerce – Do they influence customer behaviour? A case study of the UK fashion industry

Research Aim: With online marketing, it is essential that you have a website and an online store if you’re selling products. The impact of both website and e-commerce on marketing in the UK fashion industry will be assessed.

The 4Ps (Price, Product, Promotion, Place) of Marketing Mix Dissertation Topics

Price, product, promotion, and place are also known as the four pillars of marketing. Referred to as the marketing mix, these four components help companies decide on a product and/or marketing strategy.

These four factors (4Ps) are the key ingredients of a successful marketing strategy since they allow for an in-depth analysis of the market and marketing strategies concerning any particular product. The companies analyse the culture, the product itself, and the pricing of other similar products to gain a competitive edge for their business and production processes.

To understand more about these components and how they impact businesses, you can research this area. Some relevant topics in this area of marketing are listed below for you to base your dissertation on:

Topic 61:Understanding the importance of location for customers Starbucks USA vs Starbucks UAE

Research Aim: Location has a great impact on the company’s sales and marketing efforts. This research will assess how impactful location is for customers by comparing Starbucks located in the US and the UAE.

Topic 62: Pricing war between competitors: Analysing the case of Coca-Cola and Pepsi

Research Aim: Companies usually price their product to competitors to stay relevant and to help their products succeed. This research will analyze how competitors price their products by assessing the pricing strategies of Coca-Cola and Pepsi.

Topic 63:Impact of point-of-purchase promotion on sales: A case study of ZARA

Research Aim: Promotions are an effective way of selling products. This research will study the point of purchase promotion and its impact by focusing on ZARA.

Topic 64: Product packaging and its impact on buying decision – An exploratory analysis

Research Aim: The packaging of a product has a huge impact on the buying and purchasing decisions of customers. This research will conduct an exploratory analysis to understand this impact.

Topic 65:International pricing strategies and their Impact on the brand image: A case study of iTunes

Research Aim: Pricing strategies may or may not differ in different locations. This research will analyze whether iTunes has gained or not by its pricing strategies in different locations.

Topic 66: Impact of price adjustment strategies in online and offline setting

Research Aim: Prices vary in different settings. This research will study the price strategy adjustment in online and offline marketing.

Topic 67:Should Online Reviews and Word of Mouth be a New Component in the Marketing Mix?

Research Aim: Word of mouth and online reviews have proved to be extremely effective marketing tools in recent times. These components concerning the marketing mix will be studied in this research.

Topic 68:Difference between Online and Offline Promotions – How do They Impact Brand Image

Research Aim: A variety of marketing promotion techniques exist. This research will talk about the different online and offline promotional tools and how they impact brand image.

Topic 69:Impact of Traditional Promotions vs Social Media Promotions – Analyzing Burberry’s Promotional Campaigns

Research Aim: Social media promotional campaigns gain a lot of traction. With a specific focus on Burberry’s promotional campaigns, this research will analyse traditional and social media campaigns.

Topic 70:Effect of Premium Pricing Strategies on Consumers. A case of Apple Products

Research Aim: Of different pricing strategies, premium pricing strategies are adopted for luxury products. The effect of this type of pricing strategy on luxury products (Apple products) will be analyzed in this study.

Topic 71:Impact of Cultural Values in Promotional Activities

Research Aim: Culture has a huge impact on the marketing efforts of a company. This research will talk about the various cultural values and how they impact the promotional activities of businesses.

Topic 72:Placing Products in a Central Location and Ease of Access: Assessing its Impact on Customers

Research Aim: Location affects the sales of products and services. This research will assess the impact of customers when products are placed in a central location and when they are offered ease of access.

Topic 73:Influence of celebrity endorsement on sale: A comparative analysis of Nike and Rebook

Research Aim: Celebrity endorsement is a highly effective way to increase sales. A comparative analysis between celebrity endorsement done by Nike and Reebok will be evaluated in this research.

Topic 74:Impact of promotions upon customer’s perception

Research Aim: Customers may or may not change their perception after marketing promotion efforts. This research will discuss whether promotions can change perceptions or not.

Topic 75: Analysing the impact of cartoon characters on children

Research Aim: Products marketed towards children are tricky to market. This research will study whether including a cartoon character to attract children helps businesses or not.

Marketing and Consumer Psychology Dissertation Topics

Marketing is fundamentally based on consumer behaviour. Studying consumer behaviour helps businesses understand the customer in a better manner. Not only this, but it also helps them improve their marketing strategies by understanding the problems of a consumer with a specific focus on their perception of products. It is very important to understand the psychology of consumers and the various influences that the environment may have on their psychology. Studying these behaviours and patterns helps companies know how they should target their customers and what aspects they should focus on.

Consumer psychology comes in very handy for online marketing. When marketing digitally, companies have little or no information regarding their consumers. Thus, understanding their way of thinking, behaviour, buying patterns, trends, etc., helps businesses understand what the customer expects.

The study of consumer behaviour is very interesting and therefore provides an ideal topic for dissertations.

Topic 76:An investigation of consumer psychology and perceptions and their impact on marketing fashion products

Research Aim: Consumer psychology and their perceptions will be evaluated in this research. These two factors concerning the marketing of fashion products will be assessed.

Topic 77:How does consumer knowledge affect the purchase of products and their buying decision

Research Aim: Consumer knowledge influences their buying or purchasing decision. This research will talk about how this knowledge and its impacts the marketing decisions of a company.

Topic 78:The impact of negative publicity on consumer behavior

Research Aim: Consumers cannot be tricked. They are aware of when companies utilize techniques or tools to create a negative image of other companies. This research will talk about such techniques and their impact on consumers.

Topic 79:Consumer attitude towards in-store shopping and online shopping in Wall-Mart

Research Aim: This research will investigate the attitude of customers shopping in-store (physical stores) versus customers shopping online (digital stores). Walmart’s customers will be the focus.

Topic 80:Understanding consumer psychology to devise effective marketing strategies

Research Aim: Customer psychology will first be discussed in this research. Then, the research will talk about how effective marketing strategies will be devised.

Topic 81:Assessing the consumer behaviour and perceptions in relation to luxury

Research Aim: This research will discuss consumer behaviour when customers opt for luxury products, i.e. what drives them to purchase high-priced products.

Topic 82:Measuring consumer response to new products launched by Nestle

Research Aim: Companies should always measure consumer response to assess their marketing activities. This research will discuss different ways through which customer response to new products launched by nestle is assessed.

Topic 83:Consumer perceptions related to discounts and promotions when purchasing products

Research Aim: Every customer likes to purchase products at discounted prices. This research will discuss consumer perceptions concerning discounts, sales, and promotions when purchasing products.

Topic 84:Creating profitable relationships with consumers

Research Aim: This research will analyse the various ways through which companies can create profitable relationships with customers.

Topic 85:Switching costs – Do consumers think about it when abandoning a brand?

Research Aim: There are different reasons for switching a brand or abandoning it completely. These reasons will be the main focus of this research, and customer perceptions will also be studied.

Marketing and Social Networks Dissertation Topics

Social networks (Facebook, Linked In, and Twitter) have played a decisive role in using the internet and purchasing online. Companies need to understand these social networks and tools from a marketing perspective in today’s business world. Businesses that do not make use of the different social media platforms are entirely out of the race.

This is the power of social networks in today’s corporate world. Not only is it competitive, but these networks also help companies interact with their customers and gain feedback in real-time.

This means that they can launch a product, post and market it on social networks, and assess customer reaction. Companies have done well by utilizing these platforms, and all businesses must have a social media presence and interact with customers.

However, it should be noted that organisations face various challenges using social media as a tool to market their products and services. Social media can make or break things for businesses.

If done right and if the accounts are handled appropriately, nothing can stop the business from achieving success. However, one small mistake can cause a lot of trouble for the company. The backlash on social media is extreme, and the company will have to spend months to bring back its reputation.

Thus, considering the challenging nature of these platforms, it is interesting to conduct researches and studies around various related topics. The following is a list of topics that can be undertaken as a part of social networks and marketing dissertation:

Topic 86:The role of Facebook as a marketing tool

Research Aim: The research will explore the various events in Indian film history that have allowed it to become a global sensation. The paper will analyse its market-driven triumph against Hollywood imports starting from the 1930s. The paper will also examine the nationalist social views of films produced in Bollywood during the 1950s.

Topic 87:Social media marketing vs. traditional marketing evaluating the success rate

Research Aim: Social media marketing is the new trend. But does it really reap results? This will be the main focus of this research, and the results of online marketing and traditional marketing methods will be compared.

Topic 88:Building relationships with customers through social media.

Research Aim: Social media not only helps in networking and connecting people but also enables companies to get in touch with their customers. This research will talk about companies use it as a medium to build relationships with their customers.

Topic 89:How social media influences consumers’ buying preferences

Research Aim: Social media trends are followed by everyone. This research will discuss how these trends are shaped and how it influences the buying and purchasing decision of customers.

Topic 90:How businesses gather Information from social media: A deep insight into customer privacy concerns

Research Aim: A lot is argued about the loss of privacy and data for online customers. This research will investigate the various ways data is collected online and whether or not there are data security breaches.

Topic 91:Consumer perception of social media marketing and its impact on brand image

Research Aim: Consumer perception regarding social media marketing will be assessed in this research. Moreover, the impact of this perception on the brand image will be evaluated.

Topic 92:Is Banner advertisement a good idea in social media marketing? A global comparative analysis

Research Aim: Online Banner advertisements are utilised by almost all companies in the market. This research will discuss various banner advertisement campaigns and their effectiveness.

Topic 93:The role of online stores in the traditional marketing mix

Research Aim: The traditional marketing mix does not take into consideration online marketing. This research will talk about the importance of online and social media marketing in the corporate world today and the role of online stores in the marketing mix.

Topic 94:Why is there more focus on the use of Facebook for marketing rather than other platforms for social media marketing?

Research Aim: Facebook advertising is considered the most powerful amongst all other social media marketing tools. There are various reasons due to which Facebook is considered a powerful tool. All these will be discussed, analyzed, and evaluated in this research.

Also Read:   How to Use Social Networks for your Dissertation

Marketing Ethics Dissertation Topics

Marketing Ethics Dissertation Topics Marketing ethics is a thought-provoking issue in the field of marketing. Where marketers are making efforts to run effective and profitable marketing campaigns for their companies, they should also consider marketing ethics.

The continuous evolution of customers’ attitudes customers over media has a significant impact on businesses worldwide. People nowadays are more concerned about the company’s ethical behaviour and the use of ethics employed by their marketing experts.

They are more concerned about their corporate social responsibility programs and the values of society. Companies must run various social corporate responsibility campaigns, through which they not only create a good reputation but also give back to the community.

These campaigns indeed help businesses to build a reputation and become a preferred brand for consumers. Acts such as animal cruelty and the use of prohibited products hit hard, and a company can lose its long-built strong reputation in a matter of minutes.

There are various ethical concerns that organisations must abide by to have a successful operating and marketing campaign. A dissertation on marketing ethics can be based on any of the following topics:

Topic 95:Ethics and consumer perception: What do consumers really expect from companies?

Research Aim: Corporate and marketing ethics are extremely important for companies. This research will talk about what customers expect from the company regarding ethics and how it shapes their perceptions.

Topic 96:Impact of unethical behaviour of an organisation on sales: Studying unsuccessful marketing campaigns

Research Aim: Unethical organizational behaviour leads to unsuccessful marketing campaigns. The main focus of this research will be the unethical behaviours undertaken by companies and how it adversely affects their sales.

Topic 97:How firms mislead people to enhance product sales and the effect this has on their business

Research Aim: A number of companies mislead their consumers only to enhance their sales. This research will discuss the different ways through which companies mislead people and the impact it has on their business.

Topic 98:How country laws shape business and marketing

Research Aim: When operating in a country, companies have to abide by the laws, rules, and regulations set out by the government. This research will talk about how these laws and regulations shape the business environment.

Topic 99:Ethical considerations and brand loyalty

Research Aim: This research will discuss whether or not ethical business operations have an impact on brand loyalty or do consumers continue to buy from companies who operate unethically.

Topic 100:Spam laws and online marketing – A critical analysis

Research Aim: Online marketing has its own rules. Companies have to abide by spam laws, or else they will be blacklisted. These rules and how companies should abide by them will be analyzed in this study.

Topic 101:Exploring the relationship between marketing ethics and corporate social responsibility

Research Aim: Companies have a responsibility to fulfill. They have to give back to the community, thus operate with corporate social responsibility. This research will discuss whether or not marketing ethics are directly related to corporate social responsibility.

Topic 102: Building company reputation and brand equity through various corporate social responsibility initiatives

Research Aim: The main focus of this research will be to explore whether or not corporate social responsibility initiatives build company reputation or brand equity.

Topic 103: Do cause-related marketing campaigns impact consumer purchase decisions?

Research Aim: This research will explore whether cause-related marketing has an impact on consumer purchase decisions or not.

Topic 104: Public relations and consumer boycotts: Learning lessons from Shell and Nestle

Research Aim: Consumers can boycott a company based on a variety of reasons. This research will discuss the different reasons why consumers boycott and how it impacts public relations, with a special focus on Shell and Nestle.

Important Notes:

As a student of marketing looking to get good grades, it is essential to develop new ideas and experiment on existing marketing theories – i.e., to add value and interest in the topic of your research.

The field of marketing is vast and interrelated to so many other academic disciplines like civil engineering ,  construction ,  law , engineering management , healthcare , mental health , artificial intelligence , tourism , physiotherapy , sociology , management , and nursing . That is why it is imperative to create a project management dissertation topic that is articular, sound, and actually solves a practical problem that may be rampant in the field.

We can’t stress how important it is to develop a logical research topic; it is the basis of your entire research. There are several significant downfalls to getting your topic wrong; your supervisor may not be interested in working on it, the topic has no academic creditability, the research may not make logical sense, there is a possibility that the study is not viable.

This impacts your time and efforts in  writing your dissertation  as you may end up in the cycle of rejection at the very initial stage of the dissertation. That is why we recommend reviewing existing research to develop a topic, taking advice from your supervisor, and even asking for help in this particular stage of your dissertation.

While developing a research topic, keeping our advice in mind will allow you to pick one of the best marketing dissertation topics that fulfill your requirement of writing a research paper and add to the body of knowledge.

Therefore, it is recommended that when finalizing your dissertation topic, you read recently published literature to identify gaps in the research that you may help fill.

Remember- dissertation topics need to be unique, solve an identified problem, be logical, and can also be practically implemented. Take a look at some of our sample marketing dissertation topics to get an idea for your own dissertation.

How to Structure your Marketing Dissertation

A well-structured   dissertation can help students   to achieve a high overall academic grade.

• A Title Page
• Acknowledgments
• Declaration
• Abstract: A summary of the research completed
• Table of Contents
• Introduction : This chapter includes the project rationale, research background, key research aims and objectives, and the research problems to be addressed. An outline of the structure of a dissertation  can also be added to this chapter.
• Literature Review :  This chapter presents relevant theories and frameworks by analysing published and unpublished literature available on the chosen research topic, in light of  research questions  to be addressed. The purpose is to highlight and discuss the relative weaknesses and strengths of the selected research area whilst identifying any research gaps. Break down of the topic, and key terms can have a positive impact on your dissertation and your tutor.
• Methodology:  The  data collection  and  analysis  methods and techniques employed by the researcher are presented in the Methodology chapter which usually includes  research design, research philosophy, research limitations, code of conduct, ethical consideration, data collection methods, and  data analysis strategy .
• Findings and Analysis:  Findings of the research are analysed in detail under the Findings and Analysis chapter. All key findings/results are outlined in this chapter without interpreting the data or drawing any conclusions. It can be useful to include  graphs ,  charts, and  tables in this chapter to identify meaningful trends and relationships.
• Discussion  and  Conclusion: The researcher presents his interpretation of results in this chapter, and states whether the research hypothesis has been verified or not. An essential aspect of this section of the paper is to draw a linkage between the results and evidence from the literature. Recommendations with regards to implications of the findings and directions for the future may also be provided. Finally, a summary of the overall research, along with final judgments, opinions, and comments, must be included in the form of suggestions for improvement.
• References:  This should be completed in accordance with your University’s requirements
• Bibliography
• Appendices:  Any additional information, diagrams, graphs that were used to  complete the  dissertation  but not part of the dissertation should be included in the Appendices chapter. Essentially, the purpose is to expand the information/data.

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• Select a topic resonating with your passion and research goals.

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Home > Robinson College of Business > Marketing > MARKETING_DISS

Marketing Dissertations

Dissertations from 2023 2023.

Agility and Resilience as Sources of Competitive Advantages a Theoretical and Empirical Investigation , Celso Roberto de Aguillar Pinho

MNEs Paradoxes in Responsible Global Business – A Theoretical and Empirical Investigation , Maria Luiza C.A. Pinho

Essays on Social Media Centric Consumption: Quantifying Current and Future Outcomes , Emily Webster

Dissertations from 2022 2022

Network 'vs' Net-worth: Collaborative Network Structure and Performance on the Platform , Amit Agarwal

The Missing Piece of the Puzzle: How Brand Authenticity Drives Brand Engagement , Christopher L. Campagna

Does A Nudge A Day Keep the Doctor Away? Using A Firm’s Digital Marketing Communication to Guide Wellness , Orhan Bahadir Dogan

Essays on Marketing for Social Good , Ayan Ghosh Dastidar

Stakeholder Governance: Empirical and Theoretical Developments , Sarah Ku

Evaluating the Impact of Digital Media on Prospect Conversion in Nonprofit Organizations: An Action Research , Divya Ramachandran

A Cross Cultural Examination of the Psychological Dynamics in Music and Religious Practice , Suraj Sharma

Dissertations from 2021 2021

Essays on Channel Deletion and Channel Contraction , Binay Kumar

Freelance Orientation in the Sharing Economy: Evidence from Labor Platforms , Avishek -. Lahiri

Defining, Measuring, And Managing Networked Customer Experience: A Multi-Method Study of Mobile Payment Applications in Retail Settings , Nandini Nim

Multinational Enterprise Performance in Advanced Economies and Emerging Markets , Kubilay Sabri Levent Ozkan

Dissertations from 2020 2020

Assessing the Role of Marketing at Earnings Announcement: Stock Market Response to Marketing Metrics Surprises , Ankit Anand

Language Strategies in International Business: New Prospects for Negotiation and Conflict Management , Elena Poliakova

Dissertations from 2019 2019

Risk Mitigation in International Mergers and Acquisitions , Yimai Lewis

Technology Enabled Social Responsibility Projects and an Empirical Test of CSR's Impact on Firm Performance , Elizabeth Napier

Dissertations from 2018 2018

Screening for the Success Potential of New Products: The Case of the Movie Industry , Jee Won Choi

An Empirical Investigation of Customer Retention: Addressing Unique Challenges in Customer-Firm Relationships , Angeliki Christodoulopoulou

Believability: A Study of Coincidence and Scarcity in Consumer Behavior , Gregory Cohen

An Empirical Examination of How Supervisor and Peer Knowledge Dissemination Affects a Salesperson's Performance. , Ashley Goreczny

How Does Learning Lead to Innovativeness, Internationalization and Success of Entrepreneurial Ventures? ? Evidence from China?s High Technology Industry , Jingting Liu

Essays on Alternative Perspectives on Cross-Border B2B Trust and Commitment , Yen-Hung Liu

Marketing Insight: The Construct, Antecedents, Implications, and Empirical Testing , Roberto Mora Cortez

Dissertations from 2017 2017

Investigating Time-Varying Effects of Stakeholder Relations on Firm Performance through Brand Equity , Insu Park

Investigating the Impact of Pace, Rhythm, and Scope of New Product Introduction (NPI) Process on Firm Performance , Amalesh Sharma

Dissertations from 2016 2016

The Effect of Economic and Relational Direct Marketing Communication on Buying Behavior in B2B Markets , Kihyun Kim

Longevity of Multinational Retail Enterprises in Foreign Markets: An Empirical Examination , Ozlem Tuba Koc

Essays on the Convergence of Consumer Spending Patterns across National Markets , Ayse Ozturk

A Road to Engagement , Anita Pansari

Dissertations from 2015 2015

Examining a Customer Relationship Management Strategy: The Antecedents and Consequences of Gift-Giving Behavior , Yashoda Bhagwat

A Double Loop Learning Model For Integrated and Proactive Customer Relationship Management , Jia Fan

Salesforce Automation: An Examination of Issues , Robert Mayberry

Measuring the Lifetime Value of a Customer in the Consumer Packaged Goods (CPG) industry , Sarang Sunder

Managing a Profitable Interactive Email Marketing Program: Modeling and Analysis , Xi Zhang

Dissertations from 2014 2014

Organizational Cross-Cultural Adaptation Through Social Networks: A Multiple-Case Study Of Chinese Firms Operating In The United States , Jing B. Feng

The Strategic Alignment of Organizational Interventions for Salesperson Development with Salesperson Lifecycle Management Model , Joon-Hee Oh

Modeling the Dynamic Decision of a Contractual Adoption of a Continuous Innovation in B2B Market , Yingge Qu

Dissertations from 2013 2013

Effect of Relationship Quality and Cost to Serve on Customer Value in Business Market , Maria G. Piscopo

Dissertations from 2012 2012

Joint Resolution of Supply Chain Risks: The Role of Risk Characteristics and Problem Solving Approach , Leah J. Bovell

Perceived Brand Age and Its Influence on Choice , Monica D. Guillory

Dissertations from 2011 2011

How Does Buzz Build Brands? Investigating the Link between Word of Mouth and Brand Performance , Andrew M. Baker

Understanding the Barriers to the Assimilation of Interorganizational Technologies in Channel Relationships , Jennifer L. Fries

Risk and Visibility in Global Supply Chains: An Empirical Study , Hung V. Nguyen

The Role of Dynamic Capabilities in Outsourcing Sales and Marketing Functions: A Resource-Advantage Perspective in the Context of Consumer Packaged Goods , belgin unal

Connected Consumers: Cognizance of Provision Networks in Mundane Consumption , Stephen T. Weaver

Dissertations from 2010 2010

Why Are You Really Winning and Losing Deals: A Customer Perspective on Determinants of Sales Failure , Scott B. Friend

The Drivers of a Successful Corporate Sponsorship and the Quantified Financial Impact: Applying the Attitudinal Triad of Cognition, Affect, and Conation and Customer Lifetime Value to Corporate Sponsorships , David Nickell

Dissertations from 2009 2009

'Check the Rhyme': A Study of Brand References in Music Videos , Janee N. Burkhalter

Fair or Foul? Determining the Rules of the Fair Pricing Game , Jodie Lynne Ferguson

The Mediating Role of Ethical Decision Making in the Relationship between Job Characteristics and Job Outcomes: An Examination of Business-to-Business Salespeople , G. Alexander Hamwi

Dissertations from 2008 2008

The Performance Implications of Planning, Implementation, and Evolution of Market-oriented Strategy by Top Management , Jeffrey R. Foreman

Dissertations from 2007 2007

Determinants of Brand Sensitivity in Organizational Buying Contexts , Brian Paul Brown

Salesperson Behavioral Determinants of Customer Equity Drivers: Mediational Role of Trust , Ramana K. Madupalli

Online Product Information Load: Impact on Maximizers and Satisficers within a Choice Context , Jill Renee Mosteller

Structure and Process of Channel Program Selections: Retailers Choice among Parity Trade Promotions , Amit Poddar

The Differing Effects of Satisfaction, Trust, and Commitment on Buyer's Behavioral Loyalty: A Study into the Buyer-Salesperson and Buyer-Selling Firm Relationship in a Business-to-Business Context , Brian Rutherford

Future Orientation, Chronological Age and Product Attributes Preference , Yujie Wei

Dissertations from 2006 2006

Impact of Customer Crowding on Frontline Service Employees: Theoretical and Empirical Implications , Anita H. Whiting

A Communication Based Perspective on Customer Relationship Management (CRM) Success , Alex Ricardo Zablah

Dissertations from 2005 2005

Attitudes Toward Consumer-Customized High-Tech Products: The Role of Perceived Usefulness, Perceived Ease of Use, Technology Readiness, and Customer Customization Sensitivity , Margarita B. Guilabert

An Examination of Contemporary Marketing Practices Used by Organization with Different Culture Types: A Test of the Convergence Theory in the US and Cote d'Ivoire , Victoria Lynn Miller

The Impact of Data Collection Methodology and Warning Labels on Adolescents? Response Factors , Beverly Darlene Wright

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Research Topics & Ideas: Marketing

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

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

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

NB – This is just the start…

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

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

Overview: Marketing-Related Topics

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

How To Find A Research Topic

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

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

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

Research Ideas: Traditional Marketing

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

Research Ideas: Digital/Online Marketing

Social media marketing

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

Content marketing

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

Search engine marketing

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

Email marketing

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

Marketing-Related Dissertations & Theses

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

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

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

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

Fast-Track Your Research Topic

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

Do you have topic on insurance industery ? Specifially on the role of sale’s agents? Or some thing relates the AI rolls in insurance agents

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Dissertation writing is a challenging yet enriching experience. It demonstrates the knowledge and skills you acquired throughout your academic endeavours.

Your marketing dissertation will be a showpiece of skills, expertise and comprehension of marketing principles. You can showcase your analytical, organizational, and creative abilities while applying them to a particular marketing challenge or problem.

• Find Quality Marketing Dissertation Topics by Premier Dissertations

Understanding, assessing, and analyzing a marketing concept are prerequisites for a marketing dissertation. You might be required to assess marketing ideas from a macro or microeconomic point of view. This article will guide you through all the necessary strategies and steps to complete your marketing dissertation.

To know how each section is managed, you can move through the professionally and successfully crafted marketing dissertation examples below ;

Example: 1   How Effective are Loyalty Programs in Building Customer Loyalty

Example: 2   Effect of Brand Love on Consumer Buying Behaviour

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Standard structure of marketing dissertation.

a.   Abstract

A dissertation's abstract is a condensed version of the document. It provides the reader with a concise overview of the completed research. A strong abstract encourages the reader to continue reading the research. An abstract includes the following information:

• Research's goal or problem statement.
• Methodology or research strategies used to gather data.
• Final results or conclusion

b.    Introduction

The introduction is paramount for the first impression. It serves as the public face of your research. It provides background information on your topic, explains why you chose it, elaborates on a particular question that was addressed in your study, and outlines your aims and objectives for conducting the research. The following elements should be covered in your marketing dissertation:

• Purpose of research
• Research Goals

Check out the article mentioned if you want detailed insight into writing a hypothesis. It will help you out.

• Research Writing 101: A Guide on How to Write a Strong Hypothesis for a Research

Here's a brief marketing dissertation introduction example. You can get free access to the whole example by clicking on the link given below.

The complexities of the housing market in the United Kingdom have been a matter of concern for the last many years, as it has been subjected to various uncertainties in the last few decades. The highs and lows in terms of economic bubbles, rising market prices, uncertainties over the interest rates and the ratio of demand and supply in the subject market have been the fundamental source of these complexities (Muller et al., 2009).

Although the stakeholders of this market have been primarily the investors who purchase properties for business purposes, the influence of first-time buyers in the market cannot be ignored. First-time buyers are the proportion which has the capacity to stabilize this industry as they are considered to be potential end-users of residential properties. Another factor related to these users is that they can reduce the impact of investors in the housing market, which in the end reduces the chances of an 'unmanaged rise of house prices’. However, the increasing uncertainties and complexities of this market have undermined this potential and has and consequently resulted in a lack of confidence or clarity in the minds of first-time buyers(Quigley and Raphael, 2004); however, the situation has now started to improve due to better policy implementation and through a tailored government support programs.

c.   Literature Review

A literature review summarises the works that reputable academics and researchers have produced on a certain subject. It will give your marketing dissertation some context. When writing the literature review, your goal should be to inform the reader of the concepts and theories that have been developed on your subject and evaluate its advantages and disadvantages.

Your marketing dissertation's literature review shouldn't just be a list of sources; rather, it should be driven by the following goals:

• Determine the significance of the topic.
• Ensure the research question is valid.
• Provide a background of the topic.
• Connect your research to the existing body of knowledge.
• Research Methodologies

Check this link to get inspiration for your dissertation from the digital marketing dissertation example given. You can also consult with our professional writers at Premier Dissertation to get guidance throughout the process.

Assessing the market stock forces in the Hartlepool area, in terms of supply and demand in relation to first buyers

d.   Research Methodology

Your research methodologies are specified in your marketing dissertation's research methodology. Whether your study is qualitative or quantitative will be mentioned. It should include information about the following:

• Primary research
• Approach you take to conduct your research: case study, survey, etc.
• Data collecting approaches

e.   Ethical Issues

The ethical and confidentiality difficulties you encountered while doing your research should be highlighted in this section of your dissertation. To ensure that the research's participants are completely aware of how the data being gathered will be used, it should refer to how surveys were done, the objective of the study, and the manner in which the purpose was disclosed.

f.   Research Findings and Implications

Almost a third of the total length of the marketing dissertation should be devoted to this section. Your research findings will be analyzed and evaluated; their significance will be discussed.

g.   Conclusion

Your study will be succinctly summarized here, along with any pertinent recommendations. The findings should confirm that your research's objectives have been met.

h.   Bibliography

The references utilized directly in your study will be included in a structured manner in this section, adhering to the citation style that your school has accepted.

i.   Appendices

It would have graphs, charts, figures, tables, summaries of surveys, interviews, observations, and statistical findings, which would not be included in the research's actual word count.

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Marketing dissertation example.

Here is a compiled list of successful marketing dissertation examples. Check them out and get a strong grasp on writing your own.

• Understanding the Significance of Personalization in Digital Marketing: A Conceptual Framework
• How COVID-19 Pandemic have Increased Developmental Opportunities for Digital Marketing?
• Impact of Digital Marketing on Brand Image: A Systematic Literature Review
• Augmented Reality Marketing: Achieving Situated Customer Experience Through AR Advertisement

Research Strategies and Tips for Marketing Dissertation

1.    Define your Research Question

The first step in writing a marketing dissertation is to define your research question. It will help narrow your focus and ensure that your dissertation is on a feasible and interesting topic. Once you have defined your research question, you should develop a research strategy to help you answer it.

2.    Develop a Research Strategy

Your research strategy should include both primary and secondary research . Primary research involves collecting data through surveys, interviews, or focus groups. Secondary research involves collecting data from existing sources such as books, articles, or reports. Once you have collected your data, you will need to analyze it to answer your research question.

3.    Choose a Topic

Your topic should be relevant to your field of study and that you are interested in. It should also be something that has yet to be extensively researched before. Once you have chosen a topic , you can begin to narrow down your focus and develop a more specific research question.

4.    Find Sources of Information

Many different types of sources are available, such as books, journal articles, primary sources, and secondary sources. You will need to evaluate each source to determine if it is reliable and relevant to your topic.

5.    Write a Literature Review

A literature review is a summary of the existing literature on your topic. Writing a literature review to demonstrate that you are familiar with the existing research on your topic is important. Additionally, a literature review helps to identify gaps in the existing literature that your dissertation can fill.

6.    Choose an Appropriate Methodology

The methodology you choose for your dissertation will depend on the data you have collected and the nature of your research question. Qualitative methods like interviews or focus groups are well-suited for exploratory or interpretive studies, while quantitative methods such as surveys are better suited for descriptive or explanatory studies.

7.    Write and Defend Your Dissertation

Once you have collected and analyzed your data, you will need to write up your findings in the form of a dissertation. Once your dissertation is complete, you will need to defend it in front of a committee of faculty members. If you successfully defend your dissertation, you can earn a PhD in marketing.

Writing a great marketing dissertation takes practice and dedication but armed with helpful strategies, techniques and marketing dissertation examples; you can maximize your potential and create an impressive paper that will impress professors or advisors alike!

Whether it's researching strategies or looking through marketing dissertation examples for inspiration, there are many ways to improve your chances of creating a successful paper that meets all expectations an instructor or supervisor sets. With these tips in mind, anyone can create their own unique yet comprehensive dissertation that accurately reflects their skill level!

Here are some more academic guides to help you find a way through writer's block.

• Ace Your Case Study Assignment: A Guide on How to Write a Case Study Assignment
• A Step-By-Step Guide on How to Write a Stellar Abstract for your Thesis
• Expert Tips to Write an Effective and Concise Discussion Section in Research

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Marketing Dissertation Topics

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

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

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

Relationship Marketing Dissertation Topics

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

• Social Networks and Marketing Dissertation Topics

Ethics in Marketing Dissertation Topics

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Social Media Marketing Dissertation Topics

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

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

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

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

Dissertation Topics in Marketing Actual in 2024

Table of contents

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

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

How to Choose the Right Topic for Your Marketing Dissertation

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

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

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

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

Branding Dissertation Topics

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

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

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

Digital Marketing Dissertation Topics

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

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

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

MBA Marketing Dissertation Topics

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

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

Interesting Marketing Dissertation Topics

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

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

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

Social Media Marketing Dissertation Topics

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

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

Relationship Marketing Dissertation Topics

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

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

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

Fashion Marketing Dissertation Topics

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

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

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

Sports Marketing Dissertation Topics

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

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

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

Ethics in Marketing Dissertation Topics

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

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

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

Consumer Behaviour Dissertation Topics

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

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

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

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

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

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

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A List of Great Sample Dissertation Topics in Marketing

Your dissertation project should contribute to your area of study. Do not try to move heaven and earth, since you time and resources are rather limited. However, you need to add something new to make your dissertation notable among all the other existing works. To choose a great topic for your marketing dissertation, look through this list of sample topics. You will probably find something interesting and thought-provoking that will inspire you for a perfect dissertation title.

• What factors can influence the marketing strategy success?
• Manipulation tactics and consumer behavior: creating a desire to purchase.
• Negative effect of advertising on teenagers.
• The impact of branding on customer behavior: comparative analysis of Apple and Samsung.
• What marketing strategies should be used for hotel business to attract new clients?
• The importance of psychographics methods in marketing schemes.
• Life style and marketing.
• Effective Internet marketing activities: what should we expect in the future?
• Social media as an effective tool to promote business.
• Does irritating and silly advertising reach customers more effectively than an ordinary one?
• The usage of successful brands advertising methods in political campaigns.
• Can food product labels influence customer behavior?
• Impulsive buying: social and psychological aspects.
• What factors can affect the success of a new brand?
• The impact of advertising on acquisition of bad habits by teenagers.
• Branding and customer satisfaction.
• Consumer attitude towards functional food.
• Differences in male and female consumer making decision process.
• How can celebrities influence consumer buying decision?
• What are the most beneficial ways to build customer loyalty?
• How do demands change upon generations?
• Can effectiveness of advertising depend on a social network?
• Can language influence product identity?
• Why is it important to know the national culture when promoting the product?
• Does gender influence customer buying decision?
• The effect of globalization and customer behavior.
• How do marketing methods differ across the cultures?
• What are the major strategies to attract potential clients?
• Should leading brands have products of the highest quality?

If you struggle to start your dissertation, this collection of sample topics will be very helpful for you to formulate your own paper title. It would be better to make your dissertation project a bit more specific, since you will just have no time to investigate a broad topic. It will help you to set precise and clear research objectives and questions.

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Marketing Dissertation Topics

Mark Bradford

When it comes to picking a topic for your marketing dissertation, it's a pretty big deal. You want something that's not only interesting but also relevant to what's happening in the marketing world right now.

Your dissertation is your chance to dig into the ins and outs of marketing, from how people buy things to all the latest digital trends. So, choosing the right marketing dissertation topics means keeping up with what's going on in the industry, spotting new ideas, and finding something fresh that can contribute to the conversation.

If you need help with your project, use our marketing essay writing service to save time and produce a classier paper.

How to Choose a Marketing Dissertation Topic?

Choosing a marketing dissertation topic is a significant decision that can shape the direction of your academic and professional journey. Here are some steps gathered by our human essay writer to help you navigate the process:

Marketing Dissertation Topics List

Branding dissertation topics.

Branding encapsulates creating a distinct and memorable identity for a product, service, or company, encompassing its values, attributes, and perceptions to foster recognition, differentiation, and loyalty among consumers.

• Social media and brand perception.
• Digitalization and brand loyalty.
• Branding's consumer impact.
• Building brand equity strategies.
• Brand storytelling for engagement.
• Brand identity in markets.
• Brand extensions: risks and rewards.
• Trust and brand authenticity.
• Talent and employer branding.
• Emerging markets branding.

Digital Marketing Dissertation Topics

Digital marketing involves utilizing online channels such as websites, social media, email, and search engines to reach and engage with target audiences, promote products or services, and drive desired actions or conversions.

• The evolution of digital marketing trends.
• Social media marketing effectiveness.
• Search engine optimization strategies.
• Mobile marketing for on-the-go consumers.
• Email marketing for engagement and conversion.
• Influencer marketing impact and challenges.
• Data analytics in digital marketing.
• E-commerce strategies for sales optimization.
• Virtual reality and augmented reality in marketing.
• Personalization in digital marketing campaigns.

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MBA Marketing Dissertation Topics

Marketing and MBA are interconnected as business programs often include comprehensive courses in marketing strategy, consumer behavior, and market analysis.

• Consumer behavior in modern marketing.
• Marketing for competitive advantage.
• Branding and customer loyalty.
• Digital marketing: Trends and challenges.
• Market segmentation strategies.
• Product innovation.
• Pricing for profitability.
• International marketing strategies.
• Building customer relationships.
• Marketing ethics and responsibility.

Social Media Marketing Dissertation Topics

Social media marketing involves leveraging social media platforms to promote products or services, engage with target audiences, and build brand awareness.

• Influencer marketing effectiveness and ethics.
• Social media advertising trends and strategies.
• User-generated content and brand engagement.
• Social media analytics for marketing insights.
• Impact of social media on brand perception.
• Community management in online spaces.
• Social media crisis management strategies.
• Social commerce: merging social media and e-commerce.
• Social media and customer relationship management.
• Social media marketing for small businesses.

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Fashion Marketing Dissertation Topics

Fashion marketing encompasses the strategic planning and implementation of promotional activities and brand strategies tailored to the fashion industry.

• Fashion branding and identity.
• Digital challenges in fashion retail.
• Luxury fashion marketing strategies.
• Fast fashion's consumer impact and sustainability.
• Influencers in fashion marketing.
• Trends in fashion advertising.
• Ethics in fashion consumer perception.
• Experiential marketing through fashion events.
• Merchandising strategies for fashion sales.
• Globalization and fashion marketing.

Ethics in Marketing Dissertation Topics

Ethics in marketing refers to the moral principles and standards that guide advertising, promotion, and consumer interactions.

• Ethics in marketing profitability.
• CSR in marketing practices.
• Consumer privacy in digital marketing.
• Truth in advertising compliance.
• Ethics in influencer marketing.
• Sustainability in green marketing.
• Fair trade in marketing.
• Targeted marketing ethics.
• Brand communication transparency.
• Ethical decision-making in marketing.

Consumer Behaviour Dissertation Topics

Consumer behavior refers to the study of how individuals, groups, or organizations make decisions about what to buy, use, or discard.

• Social media's influence on consumer decisions.
• Brand loyalty versus price sensitivity.
• Packaging design impact on perception.
• Impulse buying behavior in e-commerce.
• Cross-cultural consumer behavior analysis.
• Emotions in consumer decision making.
• Environmental consciousness and consumption.
• Online reviews and consumer choices.
• Gender differences in buying behavior.
• Celebrity endorsements and consumer attitudes.

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Marketing Dissertation Topics and Research Ideas

Table of Contents

How do I choose marketing dissertation topics?

Selecting dissertation topics in marketing requires thoughtful consideration and a structured approach. Marketing is a dynamic field with a wide range of topics to explore. Here’s a step-by-step guide to help you choose the perfect marketing dissertation topics:

• Identify Your Interests and Passions : Start by considering your personal interests within the field of marketing. Are there specific aspects of marketing that intrigue you, such as consumer behavior , digital marketing , branding , or social media ?
• Conduct a Literature Review : Dive into the existing marketing literature. Explore academic journals, books, and recent articles to identify current trends, gaps in research, and areas that need further investigation. Look for debates or controversies within the field.
• Consult with Advisors and Professors : Your academic advisors and professors are valuable resources. Schedule meetings to discuss your interests and potential topics. They can offer guidance, suggest relevant literature, and provide insights into research directions.
• Consider the Practical Relevance : Think about the practical relevance of your topic. How does it relate to real-world marketing challenges or industry trends? A topic that addresses current marketing issues or provides solutions to practical problems can be especially compelling.
• Originality and Contribution : Aim for originality. Seek to make a unique contribution to the field of marketing. This could involve proposing new theories, conducting empirical research, or offering innovative marketing strategies.
• Narrow Your Focus : Once you’ve identified a general area of interest, narrow it down to a specific research question or problem. A well-defined and focused topic will make your research more manageable.
• Data and Methodology : Consider the data sources and research methods available to you. Ensure that you have access to the necessary data and that your chosen methodology is appropriate for your research question.
• Feasibility : Assess the feasibility of your chosen topic. Do you have the resources and time required to conduct the research effectively?
• Stay Informed : Stay current with the latest marketing trends and developments. Attend conferences, webinars, and seminars, and follow reputable marketing news sources to stay updated.
• Brainstorm and Reflect : Take time to brainstorm potential topics and reflect on their significance. Discuss your ideas with peers, advisors, or mentors to get feedback.

Remember, choosing the right marketing dissertation topic is a critical step in your academic journey. It should align with your interests, be relevant to the field, and have the potential to make a valuable contribution. If you need further assistance in finalizing your marketing dissertation topics, dissertation-help.co.uk can provide guidance and support to ensure your choice is well-informed and academically sound.

The focus of the marketing disse r tation is on educational theories and practices to make a learning experience and permit the improvement of skills that could be applied to real-world problems. Your marketing research proposal topics should contribute something to the current writing in a given field.

Top Marketing Dissertation Topics

• Personalization in Digital Marketing: How It Shapes Consumer Engagement Explore how personalized digital marketing impacts consumer engagement, making it more accessible and relatable.
• Influencer Marketing Effectiveness: Boosting Brand Awareness Assess how influencer marketing effectively enhances brand awareness, dissecting its strategies and outcomes.
• Social Media Marketing: Crafting Customer Relationships Examine the pivotal role of social media marketing in nurturing and developing lasting connections with customers.
• User-Generated Content: Impact on Brand Perception and Purchase Intentions Investigate how user-generated content influences brand perception and guides consumers’ intentions to make purchases.
• Augmented Reality’s Influence: Creating Immersive Brand Experiences Explore the immersive experiences augmented reality brings to brand engagement and consumer interaction.
• Artificial Intelligence in Predictive Marketing Analytics: A Comprehensive Analysis Analyze the role of artificial intelligence in predictive marketing analytics, understanding its impact on strategic decision-making.
• Experiential Marketing: Building Lasting Brand Loyalty Evaluate the effectiveness of experiential marketing in fostering brand loyalty through memorable consumer experiences.
• Mobile Advertising Impact: Understanding Consumer Purchase Behavior Investigate how mobile advertising directly affects consumer behavior in the decision-making process.
• Emotional Branding: Forging Strong Customer Connections Explore how emotional branding creates lasting connections with customers, impacting brand loyalty.
• Storytelling in Marketing Communications: Assessing Effectiveness Analyze the power of storytelling in marketing communications and its effectiveness in conveying brand narratives.
• Gamification in Marketing Strategies: Enhancing Consumer Engagement Explore the use of gamification in marketing strategies and its impact on fostering consumer engagement.
• Online Customer Reviews: Influence on Brand Reputation Investigate how online customer reviews shape brand reputation and affect consumer trust.
• Social Responsibility’s Impact: Consumer Attitudes and Brand Loyalty Analyze the influence of social responsibility on consumer attitudes and the subsequent impact on brand loyalty.
• Consumer Trust in Influencer Marketing Campaigns: A Critical Examination Investigate the role of consumer trust in influencer marketing campaigns and its impact on overall effectiveness.
• Cause-Related Marketing: Enhancing Brand Image Explore the effectiveness of cause-related marketing in creating a positive brand image.
• Neuromarketing Techniques: Understanding Consumer Behavior Investigate the use of neuromarketing techniques to gain insights into consumer behavior and decision-making.
• Packaging Design: Influence on Consumer Perception and Purchase Intentions Explore how packaging design shapes consumer perception and influences purchase intentions.
• Celebrity Endorsements: Impact on Consumer Purchase Decisions Analyze the influence of celebrity endorsements on consumer decision-making and brand preferences.
• Brand Authenticity: Fostering Customer Loyalty Explore how brand authenticity contributes to building lasting customer loyalty.
• Green Marketing Strategies: Shaping Consumer Behavior Investigate the impact of green marketing strategies on consumer attitudes and behaviors.
• User Experience (UX) in Online Marketing: Driving Customer Satisfaction Explore the role of user experience (UX) in online marketing and its impact on overall customer satisfaction.
• Influencer-Generated Content: Unveiling its Impact on Brand Engagement Investigate how content generated by influencers influences brand engagement and consumer interaction.
• Virtual Reality in Marketing Campaigns: Elevating Consumer Experiences Explore the application of virtual reality in marketing campaigns and its impact on enhancing consumer experiences.
• Customer Relationship Management (CRM) Systems: Effectiveness Evaluation Investigate the effectiveness of Customer Relationship Management (CRM) systems in optimizing customer interactions and loyalty.
• Social Media Influencers: Shaping Consumer Brand Preferences Explore the influence of social media influencers in shaping consumer preferences and choices in brand selection.

Consumer Behavior:

• a. The impact of social media influencers on consumer purchasing decisions.
• b. The role of emotions in consumer decision-making processes.
• c. Understanding impulse buying behavior among millennials.
• d. Cultural influences on consumer behavior: A comparative study between Eastern and Western markets.
• e. The effect of product packaging design on consumer perception and purchase intention.
• f. More  Inspiring Consumer Behaviour Dissertation Topics and Sample Ideas

Branding and Brand Management:

• a. Brand storytelling: Creating emotional connections with consumers.
• b. The role of brand trust in enhancing brand loyalty.
• c. Brand extensions: Evaluating the success factors and challenges.
• d. Co-branding strategies: A case study analysis of successful partnerships.
• e. Brand image and reputation management in the era of social media.
• f. More  Crafting Identity: Exploring Novel Branding Dissertation Topics

Digital Marketing Dissertation Topics:

• a. The effectiveness of influencer marketing on Instagram compared to YouTube.
• b. Search engine optimization (SEO) strategies for small businesses.
• c. Analyzing the impact of online reviews on consumer purchasing behavior.
• d. Personalization in email marketing: Best practices and consumer responses.
• e. The role of virtual reality (VR) and augmented reality (AR) in shaping future digital marketing strategies.
• f. More  Scroll to Success: Exploring Innovative social media and Digital Marketing Dissertation Topics

Marketing Ethics and Corporate Social Responsibility:

• a. green marketing: Consumer perceptions and attitudes towards eco-friendly products.
• b. The role of corporate social responsibility (CSR) in enhancing brand reputation.
• c. Ethical considerations in online advertising: Balancing persuasion and consumer privacy.
• d. Fair trade marketing: Assessing the impact on consumer behavior and brand perception.
• e. Gender stereotypes in advertising: Exploring ethical implications and societal effects.

 Marketing Strategy:

• a. Market segmentation strategies for niche product markets.
• b. Competitive positioning analysis: A case study of successful market leaders.
• c. The role of innovation in sustaining competitive advantage in mature industries.
• d. International expansion strategies: Challenges and opportunities for emerging brands.
• e. Pricing strategies in the era of dynamic pricing and price discrimination.

Marketing Communications:

• a. Integrated marketing communications: Evaluating the effectiveness of a multi-channel approach.
• b. The impact of celebrity endorsements on brand recall and recognition.
• c. social media engagement strategies: Analyzing tactics for increasing user interaction.
• d. The effectiveness of storytelling in advertising: A comparative study of narrative techniques.
• e. Exploring the role of humor in advertising: Effects on brand perception and purchase intention.
• f. More  Communications dissertation Topics

Retail Marketing Dissertation Topics:

• a. Retail atmospherics: Investigating the influence of store environment on consumer behavior.
• b. The rise of online grocery shopping: Factors driving consumer adoption and preferences.
• c. Retail store layout optimization: Maximizing sales through strategic floor plans.
• d. Customer loyalty programs in retail: Analyzing the impact on repeat purchase behavior.
• e. Retail pricing strategies: Dynamic pricing vs. fixed pricing models in brick-and-mortar stores.
• f. More Retail Management Dissertation Topics Ideas

Product Development and Innovation:

• a. New product development process: Assessing the stages from ideation to market launch.
• b. Consumer co-creation in product innovation: Engaging customers in the design process.
• c. Technology adoption in new product development: The role of AI and machine learning.
• d. Sustainable product innovation: Strategies for integrating eco-friendly features into products.
• e. The role of market research in identifying innovation opportunities: A case study analysis.

International Marketing Dissertation Topics:

• a. Standardization vs. adaptation: Developing global marketing strategies for diverse markets.
• b. Cross-cultural marketing communication: Challenges and strategies for effective messaging.
• c. Entry modes in international markets: Comparing joint ventures, franchising, and wholly owned subsidiaries.
• d. Global branding strategies: Building a consistent brand image across different cultures.
• e. The impact of political and economic factors on international marketing decisions: A comparative analysis.

Marketing Analytics and Big Data:

• a. Predictive analytics in marketing: Forecasting consumer behavior using machine learning algorithms.
• b. Customer lifetime value (CLV) analysis: Maximizing profitability through effective customer segmentation.
• c. Sentiment analysis in social media marketing: Leveraging text mining techniques to understand consumer perceptions.
• d. Marketing attribution modeling: Assessing the contribution of different touchpoints to conversion.
• e. Big data and personalization: Customizing marketing messages based on individual preferences and behavior patterns.

Services Marketing Dissertation Topics:

• a. Service quality and customer satisfaction in the hospitality industry: A case study of luxury hotels.
• b. Relationship marketing in service industries: Building long-term customer loyalty through personalized interactions.
• c. Managing service recovery: Strategies for turning dissatisfied customers into loyal advocates.
• d. Technology adoption in service delivery: The impact of chatbots and AI assistants on customer experience.
• e. Customer perceptions of service fairness: Exploring the role of price, process, and outcome fairness in service encounters.

Marketing in Emerging Markets:

• a. Market entry strategies for multinational corporations in emerging economies: A comparative analysis.
• b. Consumer behavior in emerging markets: Understanding unique cultural influences and preferences.
• c. Distribution channel management in emerging markets: Overcoming infrastructure challenges and regulatory barriers.
• d. Brand localization strategies: Adapting global brands to resonate with consumers in emerging markets.
• e. The role of microfinance in promoting entrepreneurship and economic development in emerging markets.

Relationship Marketing Dissertation Topics:

• a. Customer engagement strategies: Building emotional connections through social media and community platforms.
• b. Customer loyalty programs: Assessing the effectiveness of points-based vs. tiered rewards systems.
• c. Co-creation platforms: Engaging customers in product development and innovation processes.
• d. Customer relationship management (CRM) systems: Enhancing customer interactions and retention.
• e. The role of trust in buyer-seller relationships: Factors influencing trust formation and maintenance in B2B contexts.

Marketing in the Healthcare Industry:

• a. Healthcare branding and patient loyalty: Strategies for building trust and preference in healthcare services.
• b. Digital marketing in healthcare: Leveraging online platforms for patient education and engagement.
• c. Pricing strategies for pharmaceutical products: Balancing affordability and profitability in healthcare markets.
• d. Patient satisfaction and quality of care: Measuring and improving healthcare service delivery.
• e. Healthcare marketing regulations: Compliance challenges and ethical considerations in pharmaceutical advertising.

Marketing and Sustainability:

• a. Sustainable supply chain management: Assessing the environmental and social impact of sourcing decisions.
• b. Green marketing communication: Strategies for promoting eco-friendly products and initiatives.
• c. Consumer attitudes towards sustainable consumption: Identifying barriers and motivators for green purchasing behavior.
• d. Corporate sustainability reporting: Evaluating transparency and accountability in CSR disclosures.
• e. Circular economy initiatives: Reducing waste and promoting resource efficiency through innovative business models.

Marketing Strategies for Small and Medium Enterprises (SMEs):

• a. Digital marketing tactics for small businesses: Maximizing online visibility and customer engagement on a limited budget.
• b. Niche marketing strategies for SMEs: Targeting specialized market segments to gain a competitive edge.
• c. Guerrilla marketing campaigns: Innovative and low-cost promotional strategies for SMEs.
• d. Networking and relationship building for SMEs: Leveraging partnerships and alliances to expand reach and resources.
• e. Brand differentiation strategies for SMEs: Creating unique value propositions to stand out in crowded markets.

Marketing Metrics and Performance Measurement:

• a. Key performance indicators (KPIs) for marketing effectiveness: Identifying and tracking metrics that drive business growth.
• b. Marketing ROI analysis: Evaluating the financial impact of marketing campaigns and initiatives.
• c. Customer lifetime value (CLV) modeling: Predicting long-term profitability and optimizing marketing investments.
• d. Marketing dashboards and reporting tools: Designing visualizations for monitoring and communicating marketing performance.
• e. Benchmarking and competitive analysis: Comparing performance metrics with industry peers to identify strengths and weaknesses.

Luxury Brand Marketing Dissertation Topics:

• a. Luxury brand storytelling: Crafting narratives that resonate with affluent consumers and reinforce brand prestige.
• b. Experiential marketing in the luxury sector: Creating immersive brand experiences to drive emotional connections and loyalty.
• c. Celebrity endorsements in luxury brand advertising: Assessing the impact on brand perception and consumer attitudes.
• d. Sustainable luxury branding: Balancing environmental responsibility with the exclusivity and craftsmanship of luxury products.
• e. Digital transformation in luxury retail: Innovations in e-commerce, omnichannel strategies, and virtual experiences for luxury brands.

Marketing in the Tourism and Hospitality Industry:

• a. Destination marketing strategies: Promoting tourist attractions and experiences to target markets effectively.
• b. Online reputation management for hotels and resorts: Monitoring and responding to guest reviews on review platforms and social media.
• c. Tourist behavior analysis: Understanding the decision-making process and preferences of leisure travelers.
• d. Event marketing in the tourism industry: Leveraging festivals, conferences, and cultural events to attract visitors and boost revenue.
• e. Sustainable tourism marketing: Promoting responsible travel practices and supporting local communities and ecosystems.
• f. More  What are some good thesis topics in tourism marketing?

Marketing Education and Pedagogy:

• a. Innovative teaching methods in marketing courses: Incorporating experiential learning, simulations, and case studies.
• b. Digital marketing curriculum development: Integrating emerging trends and technologies into marketing education programs.
• c. Assessing student learning outcomes in marketing courses: Designing effective assessments to measure knowledge and skills mastery.
• d. Student engagement strategies in marketing classrooms: Fostering active participation and collaboration through interactive activities.
• e. Cross-cultural marketing education: Addressing cultural diversity and globalization in marketing curriculum design and delivery.

General Marketing Dissertation Topics

Dissertation topics in marketing encompass a wide spectrum, from consumer behavior analysis to digital marketing strategies, offering students the opportunity to explore contemporary trends and address industry challenges through rigorous research and analysis.

By delving into these topics, scholars can gain valuable insights into market dynamics, develop innovative approaches, and contribute to the advancement of marketing theory and practice.

• Analyzing the Role of Customer Reviews and Ratings in Online Purchase Decisions
• Exploring the Impact of Pricing Strategies on Consumer Perceptions and Behavior
• Investigating the Effectiveness of Loyalty Programs in Driving Customer Retention
• The Role of Cultural Factors in International Marketing Strategies
• Analyzing the Use of Artificial Intelligence in Marketing Personalization
• Exploring the Effectiveness of Mobile Apps in Enhancing Customer Engagement
• Investigating the Impact of E-commerce on Traditional Retailing and Consumer Behavior
• The Influence of Gender Stereotypes in Advertising on Consumer Perceptions
• Analyzing the Role of Social Proof in Influencing Consumer Decision-Making
• Exploring the Impact of Celebrity Endorsements on Luxury Brands
• Investigating the Effectiveness of Affiliate Marketing in Driving Online Sales
• The Role of Corporate Social Responsibility in Brand Building
• Analyzing the Use of Big Data in Marketing Strategy Development
• Exploring the Influence of Brand Image on Consumer Brand Loyalty
• Investigating the Impact of Customer Experience on Brand Advocacy
• To study the impact of social media campaigns on consumer attitudes toward the brand
• To evaluate the success of the Black Friday sale strategy to drive sales.
• To what extent does influencer marketing facilitate the increase in sales?
• A systematic literature review on factors influencing the buying decisions of Generation Z.
• Impact of e-marketing on consumer decisions in the case of the luxury industry in the Middle East.
• A comparison of traditional vs. digital marketing taking consumer’s perspectives.
• Impact of technological disruption on marketing processes and activities.
• How are search engines contributing to the success of e-commerce?
• Impact of relationship marketing on consumer memberships and loyalty.
• The extent to which loyalty schemes influence customer satisfaction in the retail industry.
• Does technology-driven customer engagement lead to better customer satisfaction?
• How do companies build brand equity through celebrity endorsement in the fashion industry?
• Do customers respond differently to direct and digital marketing?
• The extent to which belief, religion, and values have an impact on marketing in the world.
• Impact of customer-centric marketing strategies in achieving sustainable growth.
• How do the integration of the Internet of Things and automated services facilitate interactions to create optimal value?
• The relationship between innovation, creativity, and strong brand image.
• Examining the importance of social marketing for youngsters.
• Implementation of game theory in successful branding.
• The emerging role of social networking sites in redeveloping the brand image.
• Is it necessary to use influencer marketing to achieve marketing goals?
• The emerging concept of color psychology and its impact on marketing
• Key factors to achieving sustainability differentiation in the Zero-zero-zero world. In the case of automobiles.
• Role of Culture in the Relationship between consumer purchasing behavior and celebrity endorsements.
• An evaluation of consumer preference trends in purchasing plant-based meat among non-vegans.
• How are brands using manipulation tactics in the attention of more customer segments?
• Are Instagram influencers successfully influencing the buying decisions of buyers?
• How direct marketing strategies are influenced by consumer needs?
• Are all global brands incorporating standardization strategies?
• How does the local culture affect the marketing tactics of a food company?
• Do loyalty cards contribute to boosting sales figures?
• To what extent do corporate social responsibility goals influence the strategic objectives of a corporation?
• How are marketers taking advantage of search engine optimization to increase traffic on sites?
• Does effective content shared on social media influence the behavior of consumers?
• How can Snapchat help small businesses grow?
• To what extent do Instagram marketing and advertisements help in gaining customer attention?
• Which factors trigger impulsive buying behavior?
• What are the rural and urban marketing challenges faced by food companies?
• Has the COVID-19 pandemic influenced the marketing tactics of corporations?
• How did the COVID-19 pandemic affect the behavior and perceptions of consumers?
• To what extent did COVID-19 influence the advertising of food companies?
• What is the impact of brand image on consumer taste preference?
• Analyze the shelf spacing competition of beauty products.
• Evaluate the consumer decision-making model in the automobile industry of the United States.
• Explore the impact of search engine optimization on the marketing performance of corporates.
• How are hospitality businesses targeting Generation Y and Z customers?
• Examine the impact of effective customer relationship management on customer retention.
• How does humorous advertising affect consumer brand perception?
• How can companies improve the commitment level of customers?
• Evaluate the four-dimension approach to attitude measurement.

In conclusion, dissertation topics in marketing offer a rich landscape for scholarly exploration, allowing researchers to delve into consumer behavior, emerging technologies, and market dynamics. Through comprehensive analysis and innovative approaches, these topics contribute to shaping the future of marketing practice and theory, addressing the evolving needs of businesses and consumers alike.

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Dissertations and Doctoral Documents from University of Nebraska-Lincoln, 2023–

Exploring gen z’s identity formation and its influence on consumption of pop culture and entertainment merchandise.

Melisa Annette Spilinek , University of Nebraska-Lincoln Follow

First Advisor

Jennifer Johnson Jorgensen

Degree Name

Doctor of Philosophy (Ph.D.)

Human Sciences (Textiles, Merchandising, and Fashion Design)

Date of this Version

Document type.

Dissertation

A dissertation presented to the faculty of the Graduate College of the University of Nebraska in partial fulfillment of requirements for the degree of Doctor of Philosophy

Major: Human Sciences (Textiles, Merchandising, and Fashion Design)

Under the supervision of Professor Jennifer Johnson Jorgensen

Lincoln, Nebraska, July 2024

Copyright 2024, Melisa Annette Spilinek. Used by permission

Fandoms have grown in size and influence, becoming a complex and dynamic cultural phenomenon that richly impacts the consumption of media and consumer behavior. The capitalistic United States with its diverse and media-savvy population, is a prime destination to study fan studies, particularly among young adults who are a crucial component of fandom influence.

The internet has grown to be a major component of the fan experience, an integral part of fandom culture. Online communities provide avenues for Generation Z to connect with others who share similar struggles, challenges, and interests, highlighting the importance of digital platofrms on the evolution of fandoms.

This qualitative methods study employs Interpretative Phenomenological Analysis (IPA) phenomenology to explore how Generation Z individuals are socialized through their participation in pop culture and entertainment fandoms and how this socialization influences their purchase behavior of related merchandise. Recognizing the substantial purchasing power and cultural influence of Gen Z, this research aims to fill the gap in understanding the dynamics between fandom participation and consumer behavior among this demographic. Little research has been conducted on the overlap of merchandising research and fan studies, including the relationships of variables of fandom merchandise, socialization process, identity formation, and quality online interactions.

This study consisted of six in-depth in-person interviews with Gen Z college student participants. Based on the results of the literature review, 22 questions were developed to ask participants concerning fandoms and their experiences. This study addresses which elements of socialization young Gen Z adults encourage consumption of pop culture and entertainment merchandise.

The qualitative results indicate that fandom members are socialized to purchase pop culture and entertainment merchandise due to their benefits of identity and personal growth, a strong sense of community and belonging, timely emotional engagement ties, a sense of nostalgia and continuity, the transformative and rich experiences, and the considerable budgets spent on their fandom interests. Thus, individuals sought socialization mainly from friends concerning fandom support. The findings of this study demonstrate friends similar in age tend to be the largest socialization factor. Another key finding is the influence of effective and innovative marketing strategies to target Gen Z’s demographic.

Advisor: Jennifer Johnson Jorgensen

Recommended Citation

Spilinek, Melisa Annette, "Exploring Gen Z’s Identity Formation and Its Influence on Consumption of Pop Culture and Entertainment Merchandise" (2024). Dissertations and Doctoral Documents from University of Nebraska-Lincoln, 2023– . 189. https://digitalcommons.unl.edu/dissunl/189

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70+ Dissertation Topics in Marketing 2024

Princi Rai ,

Mar 4, 2024

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Dissertation topics in marketing include crucial topics such as marketing ethics, advertisement and branding techniques on various social media platforms and e-commerce platforms and sustainability of brand value.

Dissertation topics in marketing include a wide variety of topics on branding and advertising, consumer behaviour, social media marketing, international marketing, marketing ethics, marketing strategy, and product development dissertation topics.

Table of Contents

What are Dissertation Topics in Marketing?

Top 10 general marketing dissertation topics , top 10 branding and advertising dissertation topics, top 10 consumer behaviour dissertation topics.

• Top 10 Social Media Marketing Dissertation Topics

Top 10 International Marketing Dissertation Topics

• Top 10 Marketing Ethics Dissertation Topics
• Top 10 Marketing Strategy Dissertation Topics
• Top 10 Product Development Dissertation Topics

A study effort or academic paper that focuses on a particular facet or subject within the discipline of marketing is called a marketing dissertation. In marketing or similar fields, it is usually a significant piece of work that is needed for undergraduate, graduate, or doctorate degrees. 

Through original research, data analysis, and intellectual presentation of findings, a marketing dissertation seeks to advance the area of marketing by bringing fresh perspectives, ideas, or information to the table.

The top 10 general dissertation topics in marketing revolve around data privacy and successful e-commerce experience; a few of them are listed below for students' reference:

• Artificial Intelligence's Effect on Personalized Marketing
• Data Privacy and Digital Marketing
• Ethical Considerations Influencer Marketing in the Metaverse
• Functions of Voice Search in Content Strategy and SEO
• Digital-era sustainability marketing
• Consumer Behaviour after the Cookie Revolution
• The Effect of Social Commerce on the Success of E-Commerce
• Cross-Channel Attribution Models in Marketing
• Strategies for Niche Markets in Digital Marketing
• Augmented Reality's (AR) Function to Improve User Experience

Also Check : Career Options after MBA Marketing: Highest Paying Jobs, Top Recruiters

In this category, all the techniques associated with binding audience engagement and creating brand awareness are included. Dissertation topics in marketing associated with branding and advertising are listed below:

• Storytelling's Place in Brand Development
• Customer Views on Authenticity in Marketing
• Social Media Advertising's Effect on the Sustainability of Brand Images 
• Marketing Tactics and Customer Reaction
• Celebrity Endorsements' Effect on Brand Equity
• In the Age of E-commerce, Brand Loyalty
• The Effectiveness of Humour in Advertising
• In the Market for Luxury Goods and Branding
• Brand Recognition and Advertising
• Effects of Visual Identity on Consumers in the Metaverse

Topics focusing on consumer behavior and their point of view towards any brand are critically analysed. Dissertation topics in marketing on consumer behaviour are listed below:

• Online Reviews' Effect on Consumer Purchase Decisions
• Consumer Conduct in the Retail Environment Following the Pandemic
• Consumer Behaviour Across Cultures in International Marketing
• Consumer Reactions to Ethical and Sustainable Branding
• Purchase Patterns in Internet Retail
• The Mentality Behind Pricing Techniques
• Social Influence's Significance in Consumer Behavior
• Price sensitivity vs. brand loyalty
• Customer Conduct for Subscription-Based Services
• Consumer Behavior in Shopping Using Augmented Reality (AR)

Also Check: 70+ Architecture Dissertation Topics in 2024

Top 10 Social Media Marketing Dissertation Topics 2024

Social media marketing primarily focuses on creating brand value on social media platforms; a few dissertation topics in marketing on social media are listed below:

• Social Media Influencers' Function in Promoting Brands
• Utilising Augmented Reality (AR) Filters for Social Media Promotion
• The Impact of Social Media Advertising on Consumer Intentions to Purchase
• Crisis Management on Social Media and Brand Image
• User-Generated Content (UGC) and Its Place in Social Media Marketing
• Social Media Algorithms' Impact on Content Visibility
• Social Media Marketing Techniques and Customer Conduct
• Privacy Concerns' Effect on Social Media Marketing
• Marketing Using Social Media in the Metaverse
• Chatbot's Application in Social Media Customer Support

Exploring multinational brands, adapting their branding strategies and investigating the challenges and opportunities faced by international companies in dissertation topics in marketing are listed below:

• International Branding Approaches and Cross-Cultural Consumer Views
• Approaches to Entering Emerging Markets
• Political and Economic Aspects' Effects on International Marketing
• Cross-Border Electronic Commerce and Global Consumer Trends
• Cultural Modification of Marketing Messages for International Campaigns
• International Marketing: Global Supply Chain Management and Sustainability
• Localization's Significance in Global SEO
• In International Marketing, Market Segmentation
• Strategies for International Influencer Marketing
• The Effect of Consumer Perceptions Across Cultures on Product Localization

Also Check: Thesis Vs. Dissertation - Meaning, Differences and Similarities

Top 10 Marketing Ethics Dissertation Topics 2024

Topics associated with all the marketing ethics and moral values are included in the dissertation topics in marketing ethics and are listed below:

• Targeted Advertising's Ethical Consequences
• Sustainability and Ethical Marketing Strategies
• Data security and consumer privacy in electronic advertising
• The Importance of Moral Leadership in Marketing Companies
• Influencer Marketing Ethics
• Fair Trade Promotion and Virtuous Consumer Conduct
• Moral Issues in Cause-Related Advertising
• Principles in Social Media and Accountability of Influencers
• Challenges of Ethics in Cross-Cultural Marketing

Top 10 Marketing Strategy Dissertation Topics 2024

All the techniques associated with marketing strategies are listed in the dissertation topics in marketing strategies below for student's reference:

• Marketing's Digital Evolution Strategies
• Agile Strategies for Marketing in a Changing Setting
• Difference and Competitive Positioning Approaches
• Strategies for Entering and Expanding 
• Markets Worldwide Brand Repositioning
• Creative Techniques for Product Launches
• Strategies for Content Marketing in the Digital Age
• Strategies for Customer-Centric Marketing
• Social Media Techniques for Engagement and Creation of Brands
• Sustainable and Corporate Social Responsibility (CSR) Marketing Strategies

Also Check: 100+ Dissertation Topics in Education in 2024

Top 10 Product Development Dissertation Topics 2024

Product development is a significant aspect, and dissertation topics in marketing based on product development are listed below for students:

• Open Innovation and the Creation of New Products
• Agile Methods for Product Development
• Designing Sustainable Products
• Product Innovation and User-Centred Design
• Multifunctional Groups in the Creation of New Products
• Networks of Development and Product Innovation
• Technology's Place in Product Development
• Verification and Testing of Markets for New Products
• Co-creation with consumers and innovation in products
• Discovery and Product Portfolio Planning

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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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• 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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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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Marketing Dissertation Topics

Thomas Babb

If you’re getting ready to write your marketing dissertation, congratulations! You’re almost at the end of the road. The dissertation is an important part of any degree. You want to have a title that you can be proud of. A title should be interesting to you, while also aiming to further the field of marketing. This article will break down some marketing dissertation topics, pointing you in the right direction. By the end, you’ll understand a little more about how to choose a marketing dissertation topic, as well as reading some great examples. 

Types of marketing

When deciding on your marketing dissertation topic, you first need to establish which part of marketing you’re really interested in. Are you a whiz at social media marketing? Maybe you have a passion for market research? Whatever it is, you’ve got to begin to narrow down your topic. Start by selecting a branch of marketing that you’re interested in.

Some possible areas of research could be: 

• Advertising
• Brand management
• Consumer behaviour
• Content marketing
• Digital marketing
• Market research
• Public relations
• Search engine marketing
• Social media marketing

You could even decide to focus on one area of research within a marketing field. For example, some fantastic dissertations have been conducted in the fashion marketing or sports marketing fields. Once you know the area of marketing that you want to write about, it becomes much easier to find a title that works for you. 

How to find a good marketing dissertation title?

Once you’ve established the type of dissertation you want to write, it’s time to think of a title. Go back through modules you’ve studied at university and see if there were any you really enjoyed. If there has been a standout module for you, it would be a good idea to take a look through your notes. Was there a topic that stood out? If so, that’s where you should begin. What did you find interesting? Are there any gaps in the research for that area? 

When designing a dissertation project, you want to ensure you can answer three questions.

First of all,  what  is this research going to achieve? You should have identified a gap in the current theory that you intend to fill with your research. Alternatively, your marketing dissertation could exemplify a piece of current theory, providing further clarification of concepts.

Your research could slightly alter the perceived notion of how a certain aspect of marketing is currently understood. Next, you need to ask yourself  why  you are undertaking this research. Again, this will come with clarifying the purpose of your dissertation. If you know the why, you will naturally lead yourself to higher grades.

A dissertation that aims to prove something is bound to have a tighter focus. Due to this, it will likely lend itself to a better final mark. Finally, you need to identify  how  your research will take place. Most good marketing dissertations will contain an element of self-conducted research.

Once you know the what and why of your dissertation, you can then begin to plot a clear map towards getting those final answers. Will you be using primary data in your dissertation? What about quantitative analysis of established data? Depending on the form of data you’ll be using, your research will shape up differently. Once you’ve established the what, why, and how of your dissertation, you’ll have a project clearly outlined in your mind. Now, all you need to do is write a title that clearly presents the project! 

Possible Marketing Dissertation Titles

• To understand the style of dissertation title that you need to write, here are some examples. These stretch across all areas of marketing, from digital right down to product marketing.
• The impact of social media marketing on global business development
• How colours influence sales – a study into effective branding
• A strategic analysis of the impact of keyword analysis on search engine optimisation
• The most important factors to consider when creating an online sales platform
• How investment into environmentally conscious branding impacted the sales of online clothing stores: a case study of Zara.

Recently, this dissertation titled ‘ From franchisee experience to customer experience: their effects on franchisee performance ’ received a first-class grade. If you want another high-scoring example, take a look at  this dissertation . The title was ‘A Marketing Enigma: Consumer Brand Engagement with Health and Fitness Brands on Instagram’. It also received a high first. 

Closing Thoughts

Whatever you choose for your marketing dissertation title, just make sure you find it interesting. You’ll perform better if you actually have a passion for what you’re researching. Use these titles as a base, but find one that makes you tick. Next step, onto the writing! If you need any help finding a marketing dissertation title or any other area of your dissertation, i.e., acknowledgements , be sure to get in contact with one of our expert tutors. They’ll be able to talk through your ideas and clarify any points that you need guidance on.  

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Written by: Thomas Babb

Thomas is a PhD candidate at Oxford University. He served as an interviewer and the lead admissions test marker at Oxford, and teaches undergraduate students at Mansfield College and St Hilda’s College. He has ten years’ experience tutoring A-Level and GCSE students across a range of subjects.

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Celebrity endorsement can be good for brands, but it’s a complicated relationship

Professor of Marketing, Royal Holloway University of London

Disclosure statement

Sameer Hosany does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.

Royal Holloway provides funding as a member of The Conversation UK.

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The UK’s advertising watchdog has banned online adverts for two nutrition brands, for their failure to disclose a well known businessman’s financial interest in the companies. Huel and Zoe had run adverts featuring testimonials from the entrepreneur and podcaster Steven Bartlett, who also appears on the popular BBC show Dragons’ Den.

The Advertising Standards Authority ruled that revealing Bartlett’s commercial relationship with the companies was key for customers to make an informed decision about the product. Not to do so, according to the regulatory body, was “misleading” . The two companies had argued in response that the average consumer would understand the commercial relationship and that explicit disclosure was unnecessary.

The controversy certainly highlights the sometimes blurry world of celebrity endorsements. Research has shown just how damaging such partnerships can be for both businesses and celebrities when things go wrong – and what they can do about it.

For most celebrities, whether they’re actors, athletes, musicians, chefs or models, chances are that some business would like to be associated with them and their popularity. And evidence does suggest that celebrity endorsements can have a positive impact on brand recognition, consumer behaviour and sales.

Big companies know this, and are often prepared to spend huge amounts of money seeking fame and influence. For example, McDonald’s once spent more than US$8 million (£6 million) launching a meal with branding linked to the Korean boy band BTS. And Nike has been successfully linking itself to elite athletes for decades, becoming one of the world’s most ubiquitous and valuable brands in the process.

But it’s not always a smooth process. When celebrity associations don’t go to plan, brands can be exposed to financial risk and reputational damage. Evidence collected over 25 years shows that a celebrity scandal can result in a decrease in stock prices for brands they endorse.

Back in 2009, firms linked to the golfer Tiger Woods lost up to US$12 billion as share prices dropped over 2% after revelations emerged about his personal life . Companies including Nike, General Motors, Gatorade, Gillette and TAG Heuer were faced with difficult decisions about how to mitigate the damage.

Research also suggests that brands should be prepared to terminate their relationships with celebrities. But in practice, there is a high degree of uncertainty about how to respond to these issues.

Another study indicates that a high proportion (59%) of companies faced with such situations actually decided to do nothing, preferring to wait for the whole thing to blow over.

Of course, complications can occur in the opposite direction too. And some contracts contains “reverse moral clauses” which allow celebrities to suspend or terminate their contracts if a company they are linked to is involved with some kind of political, social or environmental scandal.

For example, Lady Gaga ended a partnership with Target when the retailer received criticism over donations to a political action group perceived as being anti‐LGBT. ( Target responded that it was committed to the LGBT community). And Canadian singer The Weeknd cut ties with H&M after it was accused of racist marketing. (H&M apologised .)

These potentially complex relationships may be behind a noticeable shift in the world of celebrity endorsements – when famous people, rather than being the face of someone else’s company decide to set up their own brands.

Celebs going solo

Hollywood actors Ryan Reynolds and George Clooney for example, are said to earn more money from their alcohol brands (Reynolds makes gin while Clooney prefers tequila) than they do from acting. And retired tennis superstars Serena Williams and Maria Sharapova generate significant revenue from their clothing and skin care lines.

Kim Kardashian – who once said , “I’m an entrepreneur, ambitious is my middle name,” – launched a clothing brand which four years later was valued at US$4 billion . YouTubers KSI and Logan Paul combined their online popularity with astute marketing tactics to run a highly successful energy drink brand.

These entrepreneurial moves demonstrate the profitable power of fame in business. And by setting up their own brands, the risks of attaching your famous name to a company that becomes problematic or controversial is reduced.

Name recognition and huge social media mean celebrities can call more of the shots and enjoy greater creative autonomy . And there is evidence that consumers have a more favourable attitude towards brands which are celebrity-owned brands versus those that aren’t.

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• Marketing 8 Superstar Sustainable Marketing Examples To Get You To the Greener Side

8 Superstar Sustainable Marketing Examples To Get You To the Greener Side

• Celeste has worked in the online marketing space for twenty years. She has written for sectors including tourism, sustainability, education, lifestyle, food, and marketing. You can find her work featured by Green Building Media South Africa, Stodels Gardening, and The Post House Hotel. In magazines, you may have seen her in The Cape Times, Oprah South Africa, and The Property Magazine. While you can find her writing up on the latest SEO trends and exploring digital techniques during the day, her love of story-telling carries on in enriched games and books after hours.

Ready to become greener in your company? Awesome!

With consumers making greener choices ., many companies are looking at how they can change the way they do things in-house. We can investigate sustainable marketing examples to see how businesses are following this trend by investigating sustainable marketing examples.

You’ll get the inside scope of sustainable marketing in this article, as well as some top brands currently working toward sustainable change. We’ve also included some lesser-known green marketing examples, so buckle up as we start our green adventure.

Take a look at these sustainable marketing examples to see how it’s done!

What is sustainable marketing?

Sustainability and green are two different concepts.

Sustainability is about the longevity of the product/service. It is about examining a product’s lifecycle from beginning to end and whether it is sustainable for the environment , the public, and the future.

On the other hand, being green is focused only on its environmental aspect. A product can be green , but not necessarily sustainable .

Sustainable marketing involves showcasing a business’s sustainable efforts. This gives the public insight into the company’s commitment to social and environmental impact.

The movement is summarized by Ballantine and Kemper in 2019, where they outline the three levels of engagement:

• Doing less bad: The first level focuses on reducing what is considered the “bar” for the product. This could involve improving working conditions during production or lowering the emission of the product’s use. It is also all internally focused and doesn’t involve the consumer.
• Doing more good: The second level examines consumption, how the product is used, and promoting sustainable lifestyles with consumers. Consumers could consider sharing the product, like RentTheRunway , or the business could do an educational push instead of a sales push.
• Doing different: The last level is about making a change in the industry and promoting all systems that need to be changed.

8 sustainable marketing examples

If you are looking for inspiration for marketing your sustainable or green products, then take a look at these top brands. They are leading the way in green marketing, making tomorrow a better place, one campaign at a time!

WebFX strives for several sustainable initiatives. One of them is the GreenFX program , which ensures our offices stay greener by decreasing our carbon footprint. We achieve this through solar panels and by preserving resources.

We also involve everyone through workplace initiatives to encourage our employees to become leaders and do what they can to promote the green movement. Through our leadership and leading by example, these turn into tangible improvements.

We also partner with others, such as the Ocean Cleanup and Stand for Trees, to support the preservation of natural resources.

2. Interface

Interface offers a wide range of carpet types ideal for commercial and residential settings. Their carpets are durable, come in different colors and textures, and, most importantly, are carbon-negative or recycled.

The whole process, from creating the raw material to the packaging, has been thought through. Since 1994, Interface has been working on how it can make a difference and become the industry’s lowest-carbon footprint generator.

Today they have created three products that are completely carbon-negative, from cradle to gate. While not carbon-negative, their other products are all sustainable and carbon-neutral.

3. Burt Bees

Lip gloss, balms, and nourishing lotion, all for the skin with sustainability in mind. Burt Bees has made it their goal to create environmentally friendly beauty products. Their key focuses include:

• Ingredients from nature (not the lab)
• No animal testing
• Responsible for sourcing raw materials
• Recycled packaging
• Landfill-free operations

4. Coca-Cola’s PlantBottle

Coca-Cola is a large corporate company that has made several sustainable efforts over the years. However, the one thing that affects many of its products is the effort to make their bottles more environmentally friendly .

Currently, they are running prototypes on bottles that will be 30% plant-based plastic and 100% recyclable, including the cap and label. They are looking to increase those numbers to 100% plant-based, but they are still working on it. Other areas they have gone sustainable include:

• The company has pledged to collect back the equivalent of every bottle it sells by 2030
• None of its packaging ends up as waste
• Old bottles are recycled into new ones to make 100% of its packaging recyclable;
• 50% of its packaging comes from recycled material.

5. TOMS Shoes

There are so many shoe phrases that I would love to use here, like making the planet greener, one step at a time , or I could walk 500 miles in [green] boots . I’ll reserve my dad jokes and rather tell you about the huge impact that Toms is making on people and the planet.

They have one shoe range, in particular, that is setting the sustainable standard in the shoe business — the Earthwise™ . It is created from sustainable and recycled products, which they tell their clients and partners about through social media campaigns.

They have also partnered with another innovative business, Thredup. They encourage their clients to return the shoes they have worn, create new shoes, clothing, and accessories from the materials, and keep the product out of landfills.

6. Patagonia

Patagonia is pretty much on all green marketing example lists across the internet. They have been big grassroots activists and lead by example by donating their profits back to the planet. They also support environmental and social responsibility programs and encourage others to join in the movement.

While some companies make a splash about their sustainable report, hidden on the footer menu somewhere on their website, Lacosta did something completely disruptive. They changed their entire logo for the duration of the campaign.

Lacosta supports many sustainable programs, including environmental impact and local community support, but for a limited time, they focus on endangered species. They offered their customers ten polo designs, all created in the classical white, traditional Lacoste polo shirt we know, but instead of the well-known crocodile, they featured ten of the top endangered animals.

8. Starbucks

With most customers in the under-35 bracket, it is not surprising that Starbucks makes a big noise about sustainability and its climate-change commitments. They are changing the way we drink our coffee by switching out single-use cups to reusable packaging and expanding their menu to include more plant-based options.

Go greener with marketing strategies from WebFX

Do you want to tell the world about your green change and the sustainable difference your business is making? With our help, you can convey your environmental passion while promoting your goods and services to those who need them.

A successful green marketing strategy should have a clear and compelling story and a deep understanding of its goals. It should also provide products or services that meet sustainable objectives. With effective marketing and communication strategies, you can build a strong and emotional connection with your customers. If you’d like to discuss how WebFX can help you with your green marketing campaigns and share your sustainable business practices, get in touch at 888-601-5359 .

WebFX is a full-service marketing agency with 1,100+ client reviews and a 4.9-star rating on Clutch! Find out how our expert team and revenue-accelerating tech can drive results for you! Learn more

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Table of Contents

• What is Sustainable Marketing?
• 8 Sustainable Marketing Examples
• Go Greener with Marketing Strategies from WebFX

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Experiential marketing: How to boost engagement in 2024

Find out how experiential marketing can elevate your brand presence, with practical tips for creating impactful campaigns..

According to industry experts, the term “experiential marketing” came into use during the nineties to describe an innovative approach to advertising that went beyond the scope of traditional channels to engage with consumers directly.  The concept itself can be traced back to at least the early 1900’s when companies like Coca-Cola and Wrigley appeared at World’s Fairs and other popular events to drum up interest in their products. Today, organizations in a wide range of fields rely on experiential marketing strategies to help shine a spotlight on their brand.  While this type of marketing strategy may seem complex at first, it also offers a chance for great originality and can add value for both consumers and organizers.

What is experiential marketing?

Experiential marketing allows brands to directly engage with customers in interactive settings.  Unlike traditional marketing strategies which rely on presenting a message to an audience in hopes of persuading them, experiential marketing seeks to create hands-on exposure to a product, service, or brand for both new and existing customers.  The goal is to capture attention, encourage interaction, and foster a positive association with the brand in participants’ minds.

The benefits of experiential marketing

The main advantage of using an experiential marketing strategy is that it moves beyond passive communication methods like TV, print, or online ads, allowing brands to actively connect with their target audience. By offering engaging experiences that people are naturally drawn to, brands make consumers more open to learning about the company or product. Since participants are already interested in the experience, they are more likely to find the marketing content relevant to their needs.

Moreover, creating a positive experience for participants can lead to a strong association between the brand and its perceived quality. This increases trust in the company and makes a memorable impression on attendees, ultimately leading to better conversion and retention rates. Plus, people might be motivated to share their great experience with others, helping to expand brand reach.

In addition to the earned media businesses gain from participants through word of mouth and social media, attention-grabbing experiences may also attract free publicity through press coverage and industry influencers.

Experiential marketing examples

Organizers have significant creative potential when choosing the experiences that will best achieve their goals.   With that in mind, here are some popular examples of experiential marketing:

Pop-ups – Temporary stores or installations that appear seemingly out of nowhere to create publicity for a brand or new product.  Pop-ups are designed to draw in traffic, usually in busy places like malls or large events, and engage with consumers in an entertaining way.  They could operate as retail businesses or provide free samples.

Immersive environments – Interactive spaces that aim to create impactful experiences by combining visual, auditory, and physical sensations.  Many of these installations purposely provide branded photo opportunities, which are likely to end up on users’ Instagram and other social media sites.

Live demos – Less ambitious than the previous examples but far more versatile, live demos are a way to bring the product directly before the consumer to highlight its benefits.  Demos usually invite audience members to interact with the products, share feedback, and ask questions.  Demos can be done in-person, virtually, or a hybrid of the two.

Ways to transcend the face-to-face roots of experiential marketing and bring it into the digital space include:

Online games – An increasingly popular form of experiential marketing involves creating branded online games that users can play individually or with others. In addition to naturally capturing audience attention, gamified experiences allow companies to gather valuable data on user preferences, interests, and more.

Virtual events – Experiences conducted online, such as product launches, summits, and workshops, allow companies to reach people anywhere in the world in real time.

How to create a successful experiential marketing campaign

The first step to bringing an experiential marketing campaign to life is to set clear goals .  The objectives of the project – examples being increased sales, expanded brand awareness, or the successful launch of a new product – will determine each subsequent step in the process.  We recommend setting “SMART” goals, in other words, those that are specific, measurable, achievable, relevant, and time-bound. This will provide clarity on how to best move forward and also make it easier to analyze results.

Next, identify the target audience , meaning the type of people to which the campaign is meant to appeal.  Conduct research to gain insight on the target audience’s needs, interests, preferences, and behaviors.  This can be done by analyzing internal data about existing customers, examining analytics from social media and other platforms like Google, or through surveys and interviews.

Once there is a clear understanding of the goals and the target audience, the next step is to decide on the type of experience that will best achieve the objectives. Consider factors such as the nature of the product, the preferences of the target audience, and the resources available. Ideally, this should be an exciting process guided by creativity, as the best experiences are often those that the organizers themselves would find enjoyable. However, it can also be a challenging one. If feeling blocked or uncertain of which way to go, consider the company’s previous experiential events or those put on by other organizations.  What worked well?  What could be improved upon?  What unique idea would have the potential to truly stand out among many choices?

The option selected should align with the stated goals and have the potential to resonate with the target audience. Planning and designing the campaign should then focus on how to effectively deliver this experience while maximizing impact and engagement. This includes selecting the best channels such as virtual, app-based, public, exclusive, or other kinds of events.

Emerging trends in experiential marketing

What began as a form of live marketing is increasingly adapting to new online technologies.  This shift allows brands to optimize their marketing efforts and reach a wider, global audience.   Some of the main trends in this transition include:

Virtual Reality (VR) – Virtual reality is a way to create immersive digital environments that users can explore and interact with as if they were actually there. This naturally lends itself to experiential marketing, allowing consumers to connect with products in a simulated branded setting.

Hybrid – Many organizations are inviting remote audiences to participate in their in-person events. By leveraging streaming and VR technologies, this trend allows companies to reach broader audiences and enhance the experience for all participants.  Another form of hybrid involves augmented reality (AR), where in-person users can access branded content through their devices, combining digital elements with the physical environment.

Data driven – This approach uses consumer data to create an experience that is most likely to appeal to participants.  It is done by analyzing past behaviors and preferences of customers, along with relevant demographic information and other info, to design events that are specifically geared towards the interests of the target audience. Data can be used to further personalize the experience for added impact.

Artificial Intelligence (AI) – Along with analyzing customer data to personalize experiences as described above, AI has the power to deliver individualized experiences.  From chatbots that engage users in conversation to dynamic content creation, including immersive worlds that respond to users directly, AI is redefining what is possible in experiential marketing.

What are some common challenges in experiential marketing?

Creating an experience that is simultaneously engaging, memorable, and appealing can be a challenge for many marketers.  As with other forms of marketing, there is a lot of competition for attention which is why companies are always searching for unique ways to stand out. At the same time, the chosen form of engagement must be well-suited for the target audience. These challenges highlight the importance of clear goal-setting and thorough research during the early stages of a campaign.

Execution of the campaign also presents challenges.  Experiential marketing projects can be expensive due to their inherently ambitious nature.  Marketers need to manage expenses carefully to maximize impact without going over budget. This may often involve coming up with inventive ways to stretch advertising dollars to achieve the highest possible ROI (return on investment). Producing the event also requires assembling the right team of professionals.  For example, creating a pop-up shop calls for people with different areas of expertise than does a virtual demo.  Similarly, different types of experiences utilize different technologies, all of which must be carefully selected and tested in advance.

How does experiential marketing work?

As consumers, we are aware of being constantly marketed to, leading us to respond to most advertisements with skepticism, expecting them to be intrusive or insincere. Experiential marketing flips the script. Instead of making people feel like they are being sold to, these types of campaigns invite them to take part in an activity that is meant to be enjoyable.  This allows them to set aside their reservations and engage with the brand in a more open-minded way.

What tools are commonly used in experiential marketing?

CRM (Customer Relationship Management) software, which helps businesses track their interactions with customers, is an important tool for experiential marketers.  The data collected by these systems, when analyzed, reveals useful market trends and user interests, information that is crucial in planning and implementing effective experiential campaigns.

To augment insights gained from CRM systems, marketers rely on other web and social media platforms for analytics including Google Analytics, Hootsuite, Facebook analytics, Instagram Insights, and others depending on their specific needs.  This data enables marketers to better understand their target audience and also track engagement, performance of content, and effectiveness of the strategy (more on that below.)

Since experiential marketing is increasingly moving into the virtual and hybrid spaces, video streaming platforms are becoming indispensable.  Live streaming physical events such as product launches allows people who could not attend in person to participate virtually.  Video platforms are also used to create virtual interactive events where people can connect from all over the world.

How do you measure an experiential marketing strategy?

It is easy to gauge the effectiveness of a strategy by referring back to the measurable goals established early on.  Metrics such as the number of new leads and percentage increase in conversions serve as reliable indicators of whether an experiential marketing plan has been successful.  Additionally, feedback from participants gained from surveys can be valuable in understanding what worked and what didn’t. Data regarding social media engagement and shares offers another accurate measure of the campaign’s public perception and reach.  This information is important for future planning and improvement.

Meet Kaltura – industry-leading video solutions for webinars, events, hubs & more

Kaltura is a versatile video platform ideal for hosting branded virtual events of any kind. It offers tools for HD live streaming, on-demand content, and interactive video experiences. This powerful service supports a wide range of experiential marketing campaigns, including live virtual events and immersive online experiences. It can also connect remote audiences with in-person events in a hybrid setting. Its interactive features, such as live polls, emojis, chats, crowd reactions, and Q&As are shown to enhance audience participation. Additionally, Kaltura integrates with all major CRM systems, provides expert technical support for seamless execution, and offers analytics tools to measure the impact and success of marketing efforts.

The great advantage of experiential marketing is its ability to naturally draw people in.  Instead of clamoring for attention in a crowded media environment, marketers can generate genuine interest in their brands by creating positive and engaging experiences. Pulling this off requires diligent planning and thoughtful execution. But more than that, to make the experience exceptional, marketers should be bold, embrace their creativity, and take full advantage of the opportunity to deliver something truly valuable and memorable for the audience.

• experiential marketing
• virtual events

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Meitav Marom

Home » Blog » Dissertation » Topics » Marketing » Marketing Dissertation Topics List (27 Examples) For Your Research

Marketing Dissertation Topics List (27 Examples) For Your Research

Mark Oct 24, 2019 Jun 5, 2020 Marketing No Comments

Marketing dissertation topics are based on new and emerging concepts in the field of marketing. Marketing is the backbone of a business, which helps in managing the exchange relationships. The research topics on marketing provide a wide scope for studying emerging concepts and trends of marketing. The project topics on marketing are provided, which can […]

Marketing dissertation topics are based on new and emerging concepts in the field of marketing. Marketing is the backbone of a business, which helps in managing the exchange relationships. The research topics on marketing provide a wide scope for studying emerging concepts and trends of marketing. The project topics on marketing are provided, which can help in exploring the field of marketing and finding out how it is contributing to the management of different functions. .

A list Of marketing dissertaton topics

Analysing customer-centric marketing strategies in attaining a competitive edge and sustaining growth.

The emerging role of information technology in revolutionizing the marketer’s approach towards manipulative advertising.

Studying the integration of Internet of Things and Smart Devices with automated service interactions to create optimal value.

How does promoting innovation and creativity contribute to creating a strong brand image?

Role of manipulative tactics in influencing the purchasing desires and consumer behavior.

To study the importance of social marketing for teenage products.

Impact of technology-enabled customer engagement to drive customer purchases and brand loyalty.

Identifying the best theoretical tools for coping with rapid changes in the perceptions and demands of consumers in the global environment.

Role of game theory in successful branding.

Impact of brand association and cause-related marketing in the case of building awareness of less-familiar brands.

Role of holistic digital marketing plan to get maximum value in digital channel.

Importance of transferability of brand image across product categories.

Impact of the-related innovation in the area of entrepreneurship marketing.

Studying the relationship marketing be used to attract new customers through social networking sites.

To study the role of smart phone apps to attract and retain customers in the context of multinational corporations.

The role of social media marketing to attract customers to brand of small companies.

To find out the direct online and social media marketing on building customer relationships.

Analyzing the impact of online marketing in connecting with customers.

Does switching to online marketing help businesses in increasing presence and awareness.

Studying the factors that shape consumer wants and demands.

Strong brand image affects the level of customer retention and loyalty.

Studying the emerging concept of color psychology in marketing.

Market orientation and innovation for entrepreneurial businesses.

Finding out the role of safety and security in tourism relationship marketing.

Impact of sustainability goals on the marketing tactics and strategies.

Analysing the current practice of using celebrities in marketing communications.

Studying the interplay of market orientation, marketing capability and digitalization in the context of internationalized SMEs.

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