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

Journal of Social Marketing

ISSN : 2042-6763

Article publication date: 11 September 2017

Issue publication date: 2 January 2018

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

Design/methodology/approach

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

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

Originality/value

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

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

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

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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• Chair of Marketing and Consumer Research
• TUM School of Management
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Theses and Project Works

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

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

Requirements for Bachelor Theses

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

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

Requirements for Master Theses

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

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

Econometrics

Quantitative Research Methods

Qualitative Research Methods

Consumer Behavior Research Methods

Intermediate Microeconomics

Consumer Behavior

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

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

Open topics

Responsible: Nadine Benninger

• Consumer perception of hemp-based food products  (Projekt Study in German only)

Thesis application process

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

Registration and Scientific Work for Master Thesis

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

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

Master Thesis Colloquium

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

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

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

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

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Master Thesis

Topics and allocation.

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

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

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

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

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E-Commerce Marketing Strategies: Leveraging Online Marketplaces, Social Selling and Direct-to-Consumer Channels

Although e-commerce isn’t new, the COVID-19 pandemic accelerated its growth and it shows no signs of slowing down. According to a Forbes article published in March of this year, one in five purchases is expected to take place online in 2024. 1

To take advantage of this growing trend, businesses use e-commerce marketing strategies to attract visitors to their online stores and convert them into paying customers. E-commerce marketing includes digital marketing tactics, from SEO and content marketing to social media marketing and email campaigns. These strategies work at all stages of the customer journey, from building brand awareness to cementing customer loyalty. 2

This article will explore online selling tactics, including social commerce strategies and direct-to-consumer platforms.

The Importance of Online Marketplaces

Online marketplaces are digital platforms where multiple vendors can sell their goods and services. They provide a centralized place for people to shop. These platforms have a tremendous reach: Amazon, for example, boasts more than 30 million existing customers. This exposure allows businesses, especially smaller ones, to reach a target audience of customers who may not otherwise have heard of their brands. Companies also benefit from the trust and reliability that established marketplaces have earned; consumers can make purchases without worrying that they may be buying from a scam website. 3

While online marketplaces offer desired exposure, they create a lot of competition among sellers, which can drive down prices and profit margins. Marketplaces also charge fees that eat into vendors’ profits. Perhaps most importantly, vendors are at the mercy of the marketplace. If it changes its policies or algorithms, that can have a detrimental impact on sales. 4

Some of the most popular online marketplaces include Amazon, eBay and AliExpress. To stand out in these crowded marketplaces, sellers need product listings with high-quality, SEO-optimized product descriptions and professional product images. Consistently positive customer reviews can also increase vendor visibility and perceived trustworthiness. Most marketplaces provide analytics that can help sellers adjust their online marketplace strategies to improve their sales. 5

Harnessing the Power of Social Selling

E-commerce isn’t limited to traditional marketplaces anymore. Social commerce, which markets products on potential customers’ favorite social media platforms, is one of the latest e-commerce marketing trends. Through the use of social selling tools, customers can buy products directly from their social media feeds. Vendors can reach people where they are and engage with them directly, without depending on them—or waiting for them—to visit particular websites. Brands can take advantage of social commerce by integrating shopping features into the social media experience, such as Instagram's shopping tabs or Facebook Marketplace. 6

To make the most of social selling opportunities, each vendor needs to build a strong presence on social media. This requires consistently posting engaging, high-quality content that showcases the brand’s voice. Engaging with followers can also improve a brand's visibility and credibility. By tailoring content for each platform, the brand can engage new customers , build relationships with loyal customers and maximize its impact. 7

In addition to direct social commerce, social media channels give marketers the opportunity to drive sales in other ways:

• As a marketer, you can leverage each platform’s algorithms to launch targeted marketing campaigns based on users' interests and behaviors.
• Influencer marketing —that is, selective collaborations with social media influencers—can also expand your brand’s reach and lend authenticity to it
• Exclusive promotions and sneak peeks at new products can encourage direct purchases, turning social media followers into customers

The built-in analytics on these platforms can help you refine your marketing strategies and increase your ROI. 8

Direct-to-Consumer Channels: Benefits and Implementation

Direct-to-consumer (DTC) channels—e-commerce platforms or brand-specific websites where consumers can directly purchase products—let marketers sell to customers without the need to go through retailers or wholesalers. Cutting out the middleman lets companies cultivate direct, meaningful relationships with their customers. This unimpeded interaction can boost profit margins by eliminating the cost of intermediaries, and it provides valuable customer data that you, as a marketer, can use to optimize your product development and marketing strategies. 9

Successful DTC marketing strategies include personalized marketing and an optimized customer experience. By using data collected from your direct interactions with customers, you can tailor your marketing efforts and product recommendations. You can also use this data to drive product development.

Effectively managing these channels requires a strong logistical system for fulfilling orders and handling customer service. When you meet the specific needs and preferences of your audience, you drive repeat business, increase brand loyalty and create a strong community around your products and services. 9

Integrating Strategies for Maximum Impact

Comprehensive online selling tactics should combine various techniques for maximum impact. Using multiple channels improves the effectiveness of each through cross-promotion: You can, for example, use your brand’s social media channels to drive traffic to your e-commerce website while employing email marketing campaigns to follow up on leads generated from your digital ads. These combined efforts engage customers across different platforms according to their online preferences and behaviors. 10

All of these marketing strategies rely on data analytics . Analyzing data from each channel, such as social media interactions, website traffic, or email open rates, gives you valuable insights into customer behavior and campaign performance. You can use this data to make real-time adjustments to your strategies, such as optimizing your ad spend, tweaking your message, or altering your product offerings based on customer feedback and wider trends. 11

The beauty brand Glossier is noted for successfully combining e-commerce strategies and marketing channels. “Now considered a blueprint for social media and community-driven marketing,” 12 the company built its brand almost entirely on social media before branching into physical retail and direct online sales. Glossier leveraged user-generated content and community engagement to foster a seamless omnichannel experience that has driven revenue growth and customer loyalty. 12

Gain a Competitive Edge as a Customer-Focused Marketing Leader

The Online Master of Science in Marketing from William & Mary is a personally tailored experience for working professionals, designed to help you achieve your unique career goals. In this program, you’ll develop analytical, strategic and creative skills that comprise your first step toward a dynamic new career trajectory. The experts of our world-class faculty provide an unparalleled education that trains you not only in the tools and techniques successful marketers use, but the mindset required for strategic, effective, empathetic leadership.

In William & Mary’s flexible online program , you’ll prepare to thrive in an ever-changing field, build a culture of openness on your marketing team and come to view challenges not as obstacles, but opportunities. To learn more about the robust curriculum , our application requirements and the renowned Raymond A. Mason School of Business , schedule a call with an admissions outreach advisor today.

• Retrieved on April 24, 2024, from forbes.com/advisor/business/ecommerce-statistics/
• Retrieved on April 24, 2024, from blog.hubspot.com/marketing/ecommerce-marketing
• Retrieved on April 24, 2024, from influencermarketinghub.com/online-marketplaces/
• Retrieved on April 24, 2024, from marginmedia.com.au/our-blog/the-pros-and-cons-of-selling-on-online-marketplace
• Retrieved on April 24, 2024, from channable.com/blog/optimize-marketplace-sales
• Retrieved on April 24, 2024, from sproutsocial.com/insights/social-commerce/
• Retrieved on April 24, 2024, from sproutsocial.com/insights/building-social-media-presence/
• Retrieved on April 24, 2024, from optinmonster.com/how-to-increase-sales-with-social-media/
• Retrieved on April 24, 2024, from contentserv.com/blog/six-key-benefits-of-direct-to-consumer-d2c-strategy
• Retrieved on April 24, 2024, from blog.hubspot.com/service/omni-channel-experience
• Retrieved on April 24, 2024, from bigcommerce.com/blog/ecommerce-analytics/
• Retrieved on April 24, 2024, from medium.com/marketing-in-the-age-of-digital/how-to-win-at-social-media-a-glossier-case-study-51b36040c67f

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Master of Sacred Theology

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The master of sacred theology (S.T.M.) degree provides the opportunity to gain further mastery in a chosen area of theological study. Students will attain and apply the skills needed for scholarly research in a theological discipline at an advanced level. The S.T.M. program is intended for those who may wish to prepare for graduate study at the doctoral level or for various forms of teaching, to enhance their scholarly understanding of ministerial practice, or to engage in disciplined reflection in an area of ministry. 

Students must complete a minimum of thirty semester hours of academic credit with a grade point average of 3.00 or higher. Six of the hours must be in the form of a thesis. The student, working in consultation with a thesis supervisor from the faculty of the School of Theology, will develop a proposal and write a thesis demonstrating scholarly competence, and pass an examination covering the area of the thesis and major specialization.

The normal paradigm is two classes in each of four summers and registration for thesis hours after the fourth summer. A student may not register for thesis hours until the thesis proposal has been approved. A student may choose to finish sooner by registering for the thesis hours in January after the fourth summer in order to graduate in May of that year.

Thesis and Candidacy

The student will be required to complete a thesis demonstrating scholarly competence. The purpose of the S.T.M. thesis is to demonstrate the ability to research an issue and to write in a clear and concise manner. It is not expected that every thesis will be “an original contribution to knowledge,” but it must make a significant contribution to the student’s understanding of their area of specialty.

In preparation for the thesis proposal and candidacy request, the student will consult with the director of the advanced degrees program about the general subject of the thesis. The director will work with the student to choose a supervisor for the preparation of the proposal. The supervisor will be a member of the teaching faculty of the School of Theology, and will serve as the first reader. Guidelines are provided for writing the thesis proposal, and the thesis itself.

Upon approval of a thesis proposal, the committee will select, or approve the student’s request of, the second reader. The committee will consider the thesis subject and the potential reader’s expertise, workload, and availability. Readers are ordinarily faculty of the University. On occasion, an outside scholar with particular expertise in the thesis subject may be contracted as a reader. 

Examination

An oral defense covering the area of the thesis and major specialization is also required. This may be accomplished in person, by conference call, or video conference, as circumstances may demand. A final, library copy of the thesis is submitted to the coordinator of academic affairs for binding. 

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