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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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• Graduation Thesis

Master Thesis

Topics and allocation.

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

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

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

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

Bachelor and Master Thesis

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

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

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

Requirements

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

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

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

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

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

Submission of the final thesis:

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

Available Topics for the SS 24

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

AI & Creativity

An exploration of consumption preferences for unsustainable products

Assigned Topics for the SS 24 (no longer available)

"Sustainability and Guilt" - Supervisor: Sara Caprioli

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

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

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

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

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

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

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

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

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

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

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

"Sustainability and Consumption Motives" - Supervisor: Armin Granulo 

Assigned Topics for the SS 23 (no longer available)

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

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

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

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

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

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

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Masterarbeiten

Master thesis information about master thesis at the chair of marketing.

We are pleased that you are interested in writing your master thesis at the chair of marketing. In the scope of your master thesis, we pursue the goal that you generate scientifically relevant knowledge on an interesting question from the field of marketing under our supervision. Thus, in our opinion, it is of paramount importance, that you work on a topic that fits your and our interests. Therefore, please consider the following information:

Application Process: Please take part in the centralized Application Master Thesis Supervision process which also includes an obligatory ILIAS survey. Enclosed the link to the survey and additional information about the centralized application process. For further information about the respective deadlines, please get in contact with the team of the Academic Advisory Service who takes care of this procedure. 

Generally, you should work on a topic suggested by us. In this case, we can ensure that the topic on the one hand addresses an academic relevant research question and on the other hand is feasible in the available time.

If you have own topic suggestions, please feel free to discuss them with us. A supervision, however, is only possible if the topic suits the mentioned criteria above.

You will be able to see an overview of our master thesis topics on the page Current Master Thesis Topics.

Practical Master Theses

Generally, master theses in cooperation with companies are possible. However, also in this case, the research question needs to exhibit an academic relevance and must be feasible in the available time period. Moreover, we expect a binding commitment about the data access and other information needed to write the master thesis from the cooperating company. Please submit an application for the practical master thesis. The application should contain an expose covering 4 to 5 pages representing the company, the topic proposal as well as the possible analysis methods.

Starting Point

A start of the master thesis is possible at any time in consultation with the chair. The master thesis is then limited to a period of 4 or 6 months depending on the study program.

VP of Marketing

• Advising product launch strategy and feature releases for maximum impact throughout the growth funnel.
• Providing insight into the performance and maturity of our projects’ marketing functions to identify untapped opportunities.
• Ongoing advising & coaching for portfolio projects to help them scale growth, fix marketing issues, and optimize marketing performance.
• Create marketing resources to help projects accelerate growth, such as best practice guides/templates/models, thought leadership content, and maintaining a network of strategic partners.
• Be an active participant our project’s communities, engaging their ecosystems in user research and market insight discovery.
• Work with the existing team and historical brand discovery efforts to gain a comprehensive understanding of the Thesis brand.
• Audit & oversee Thesis’ existing marketing vendors & campaigns.
• Audit our existing paid & organic growth strategies (SEO, our websites, user journeys, inbound marketing).
• Establish and communicate marketing goals and strategies for the Thesis studio and oversee the overall execution of studio marketing initiatives.
• Communicate the newly articulated Thesis brand to the market through clear and user-friendly marketing messaging across all channels.
• Produce engaging content for the Thesis website and blog that attracts and converts our target audiences.
• Collaborate with leadership & internal stakeholders to study the evolving needs of the market, new changes & trends, and generate simple, high-fidelity executive reports.
• Develop into one of the public faces of Thesis via thought leadership, and brand and product communications.
• Build up our internal analytics capabilities.
• Travel 5-6 times a year (a combination of ecosystem events and team onsites).
• Speaking at and attending relevant industry events and developing leadership & internal resources to serve as educators and ambassadors in the crypto & web3 ecosystem.
• Identify and develop marketing operational processes to improve studio efficiency and effectiveness.
• 5-7 years of marketing or product marketing experience in crypto, SaaS, Fintech, or high growth startups
• A collaborative, agile creative streak
• An analytical bent, with strong market research & data analysis methods and tools
• Excellent business acumen & long term strategic thinking
• Project management skills & a proven track record of execution
• Superb written & visual presentation skills
• Experience launching new brands
• Experience collaborating cross-functionally across different verticals, departments, and executive teams
• Experience building and managing teams of 2-7, and individually coaching direct reports.
• Leadership experience in shaping a strategic vision and effectively communicating that vision via marketing plans throughout the organization, to users and external stakeholders
• Experience designing & running media campaigns (pitching journalists, influencers, bloggers, and conferences) with and without PR agencies
• Experience leveraging and building community to achieve marketing and growth objectives
• Expertise in content marketing, SEO, social media marketing, influencer marketing, email marketing, and paid media
• Comfort with ambiguity & the ability to pivot quickly in a fast moving early stage environment
• An understanding of Discord, and other social media platforms like Twitter, Reddit, Telegram, and TikTok
• Must have - a (healthy) crypto twitter habit. Nice to have - a following on crypto twitter.

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