Marketing Dissertation Examples

The focus of a marketing dissertation is on educational theories and practice to create a learning experience and allow development of skills that could be applied to real-world problems. Your marketing dissertation should contribute something to the existing literature in a given field. Your dissertation title should be focused rather than broad. This will help in setting clear, concise and manageable research goals, objectives and questions. To help you in preparing a marketing dissertation, we assist you in the most crucial part: topic selection. Here we display a collection of marketing dissertation ideas to help you formulate your own topic idea. Refer to these marketing dissertation topic suggestions along with relevant references for inspiration. 

Marketing Dissertation Topic 1: 

Brand Loyalty and Customer Satisfaction in Online Retailing Company: A Case Study on “Amazon”

1. Introduction:

The report deals with the brand Loyalty and customer satisfaction on online shopping in Amazon. In this the researcher explains about the aims and objectives of the report. Also confer about the hypothesis method of customer satisfaction. There are some positives and negatives impact of social sites on online purchasing behavior of customers.

References

Kondasani, R. and Panda, R. (2015). Customer perceived service quality, satisfaction and loyalty in Indian private healthcare. International J Health Care QA, 28(5), pp.452-467.

Lonial, S. and Raju, P. (2015). Impact of service attributes on customer satisfaction and loyalty in a healthcare context. Leadership in Health

Marketing Dissertation Topic 2: 

Customer Role in Relationship Marketing in Acquisition and Retention of Customers – A Case Study of “TESCO

1. Introduction:

The issues under the report were a query of customer’s roles in relationship marketing in acquisition and retention of customers. The report deals with the TESCO which had considerably had a high-quality relationship with their customers.

References

Ahmed, A. (2010). Customer Relationship Management through Communication Strategy.International Journal of Customer Relationship Marketing and Management, 1(3), pp.15-26.

Akroush, M. and ELSamen, A. (2012). An empirical investigation of the mediating role of relationship marketing skills on the relationship between customer satisfaction and customer loyalty.International Journal of

Marketing Dissertation Topic 3: 

Brands Influencing Consumers Buying Behaviors – A Case Study on Nike

1. Introduction:

The purpose of this study is to donate enhanced information of consumer buying behavior towards purchase the sports shoes. The point of the study might be articulated to pressure the early stages to buy sports shoes.

References

Chronis, A. (2015). Substantiating Byzantium: The role of artifacts in the co-construction of narratives.J. Consumer Behav., 14(3), pp.180-192.

Fitchett, J. and Caruana, R. (2014).Exploring the role of discourse in marketing and consumer research.J. Consumer Behav., 14(1), pp.1-12

Marketing Dissertation Topic 4: 

Customer Relationship Management In Banking Industry Of UK

1. Introduction

As mentioned by Aghaeiet al. (2013),with the growth of banking industry customer relationship has become one of the major factors. That is, in current time banking industry is focusing on their customer relationship.

References

Aghaei, A., Mostafapour, M. and Rezaei, H. (2013).Investigating the relationship between service quality and customer loyalty: A case study of banking industry.10.5267/j.msl, 3(7), pp.2147-2154.

Anabila, P. and Awunyo-Vitor, D. (2013). Customer Relationship Management: A Key to Organisational Survival and Customer Loyalty in

Marketing Dissertation Topic 5: 

Marketing Strategies Of A Remote Car Manufacturer In International Market

Background of the Study

There is huge demand of the remote cars in the international market. As a result, the remote car manufacturing companies are strongly concentrating upon enhancing their production and supply for meeting such huge demand. The key aim is to utilise the massive demand for increasing both sales and revenue in the international market. There are many leading remote car manufacturer operating their business successfully in the international market and many potential manufacturers are there too that have successfully launched their business in the domestic market and is now trying to enter into the international market.

Reference List

Benoot, W. and Proost, S. (2015). Strategic Incentives for a Policy Mix in the International Car Market. SSRN Journal

Choi, Y. (2010). Toward Developing Marketing Strategies in Turbulent Environment.Journal of Global Academy of Marketing Science, 20(4),

Marketing Dissertation Topic 6: 

Advertisements Over Cell Phone Networks – Is it a Successful Strategy

Background of the Study

Mobile or cell phone advertising can be characterized as showcasing and advertising exercises that convey notices to cell phones utilizing a remote system and mobile advertising answers for advance merchandise and administrations and manufacturer brand mindfulness (Li and Lee, 2006). Mobile advertising hold solid guarantees to turn into the best focused on advertising medium conveying new method for coming to clients with the message other than customary channels. M-advertising furnishes customers with customized data taking into account their area, time and hobby. By the year 2008, mobile advertising business is relied upon to develop from $16 billion to $17 billion and $ 23 Billion by 2009. There has been a fast development of m-advertising, particularly in Asia and Europe (LASZLO, 2009).

References

Berney, P. (2010). Mobile marketing. London: Kogan Page.

Bosik, D. (2011). Mobile marketing & advertising 2012. [S.l.]: Mind

Marketing Dissertation Topic 7:

Are Social Networks more Persuasive than Traditional word of Mouth?

BACKGROUND OF THE STUDY

In the order of customer behavior, a standout amongst the most generally acknowledged ideas is WOM or Word-or-mouth communication, which assumes an essential part in forming customers’ demeanors and practices. Therefore, shoppers acquire data about items, brands or administrations from referred to people, for example, companions, peers, relatives or colleagues who frequently apply impact on their buy choice making. This is additionally unmistakably traceable in promoting and publicizing writing. It is demonstrated that WoM is a capable drive inside of the customer commercial center and previous examination bolsters the case that WoM is more persuasive on conduct than all further controlled-sources, for example, prints or other publicizing configurations.

REFERENCES

Ellonen, H. and Kosonen, M. (2010). Treat your customers as equals! Fostering customer collaboration through social media. International Journal of Electronic Marketing and Retailing, 3(3), p.221.

Goyette, I., Ricard, L., Bergeron, J. and Marticotte, F. (2010).e-WOM Scale: word-of-mouth measurement scale for e-services context. CAN J ADM SCI,

Marketing Dissertation Topic 8: 

Impact of social media in Customer Relationship Management: A multiple case study

Introduction

According to Eid, (2012), this particular research module deals with the impact of social media in the customer relationship management. In the modern generation internet and its various kinds of an application has given the breakthrough across the world. The impact of various kinds of social media tools such as Facebook, Twitter, YouTube, etc. has changed the total marketing concept. The majority of the company uses the platform of the social media tools to promote their products and Services whether new or existing. The promotion is applied to various kinds of companies as the mode of communication between the buyers and sellers. It is an important part of marketing weather in traditional ways of communication and modern methods of communication.

Reference List

Eid, R. (2012). Successful customer relationship management programs and technologies. Hershey, PA: Business Science Reference.

Hajikhani, S., Tabibi, S. and Riahi, L. (2015). The Relationship Between the Customer Relationship Management and Patients Loyalty to Hospitals. Global Journal of Health Science, 8(3)

Marketing Dissertation Topic 9: 

Consumer’s response on Online Marketing Schemes: A Case Study on EBay

1. Introduction

In this research topic the response of the consumers on online marketing schemes will be discussed. As it is seen that the consumers are more into online marketing than offline marketing so, companies are bringing new marketing schemes which will attract the customers with their new schemes. The hypothesis method has been used for the satisfaction of the customers. There are both positive and negative impacts on the response of the customers.

1.1 Aim of the Research Work

The main aim of the researcher in this research study is to get a good response on the as it will also give the online retails companies an idea that how the customers are taking their schemes as other online sites are also trying similar types of activities to attract the customers towards

Marketing Dissertation Topic 10: 

Effects Of Marketing Strategy And Performance On Globalization: A Case Study On Intel

1. Introduction

In this report the chosen topic is the effects of marketing strategy of Intel and their performance that is impacting on the globalization. In this report the aims and objective will be discussed and along with that the hypothesis method will tell the strategies adopted by the companies were well adjusted by the company in the global market or not.

Aim of the Research Work

The main aim of this research study is to how the company is implementing the strategies in their international market and they are able to cope up with the new marketing strategies which they have adopted for their global expansion

Marketing Dissertation Topic 11: 

The Role Of Social Media Channels In Influencing Buying Behaviour: Facebook

1. Background of the Study

Social media is the latest trend that has already enticed the world with its adoptability to the market trends. Today it is sighted as one of the New Media channels which has already proved itself as an effective tool in spreading news and generating interest. A lot of advertisers are using the platforms to reach to their target buyers and influence their buying behavior. Facebook is already filled with advertisements in the form of paid and non paid formats. It has a separate marketing platform for the Advertisers.

References

Bullas, J. (2012). 5 Reasons Why Facebook Drives Consumer Buying – Infographic. [online] Jeffbullas’s Blog. Available at: https://www.jeffbullas.com/2012/04/02/5-reasons-why-facebook-drives-consumer-buying-infographic/ [Accessed 16 Jul. 2015].

Lamb, C., Hair, J. and McDaniel, C. (2013). MKTG 7. Mason, Ohio: South

Marketing Dissertation Topic 12: 

Enhancing Brand Equity Globally Through Promotional Strategy – A Case Study Of Mcdonald’s

Background of the Study

McDonald’s is one of the leading fast food restaurants in the world and is carrying a massive turnover in terms of revenue and significant amount of loyal customers. The keys to success for achieving such performance are quality of food items, customer support and their effective promotional strategies.

Reference List

Mcdonalds.co.uk, (2015). [online] Available at: https://www.mcdonalds.co.uk/content/dam/McDonaldsUK/People/Schools-and-students/mcd_marketing.pdf [Accessed 15 Jul. 2015]

Kotler, P. and Keller, K. (2015).Marketing management. Boston: Prentice

Marketing Dissertation Topic 13: 

Creative Marketing Communication is the tools of facilitating the buying behavior of the Customers of Vodafone UK

1. Introduction:

In the present market Vodafone is the second biggest cell phone company. Vodafone UK provides the telecommunication services in the United Kingdom. In order to capture the market the Vodafone UK is coming up with the new and creative ideas in the UK market. The new creative and advance ideas will create the great impression in the customer’s mind, which will help the company to sell its products in the UK market.

References List

Machado, L. and Chung, C. (2015). Integrating Technology: The Principals Role and Effect. IES, 8(5).

Peppin, J. (2014). Toward a systematic approach to opioid rotation. Journal of Pain Research, p.589

Marketing Dissertation Topic 14: 

Internet marketing (A Case study on Google)

Introduction

In the year 1995 two persons named Larry Page and Sergey Brin founded the Google Company. For the internet using people Google works as a search engine, the customers or the people can search many things in the Google search engine. Apart from that Google Company also offers many products to the customers like; Motorola Mobile, Cloud computing, Google Translate etc. The customers can only use the products when they connected with the internet, so the company focuses on the internet marketing

References

Barker, T. (2015).Media Ecology in Michel Serres’s Philosophy of Communication. Techné: Research in Philosophy and Technology, 19(1), pp.50-68.

James, S. (2014). Reflecting on Design Sketching. Archives of Design Research, 111(3)

Marketing Dissertation Topic 15: 

How Can Direct Marketing Build the Customer Relationship?

Introduction

Vodafone is one of the most successful telecommunication services providers now a day. Vodafone provides its services in all over the country across the world. The marketing policies and the techniques which are used by the Vodafone Company are very good. The company believes in customer’s satisfaction by providing the best quality of services. In order to maintain the relationship with the customers Vodafone Company use direct marketing techniques.

References

Barker, T. (2015).Media Ecology in Michel Serres’s Philosophy of Communication. Techné: Research in Philosophy and Technology, 19(1), pp.50-68.

James, S. (2014). Reflecting on Design Sketching. Archives of Design Research, 111(3)

Marketing Dissertation Topic 16: 

The Influence Of Social Network On Online Purchasing Behavior Of Consumers

1. Introduction

In the present scenario almost everyone is engaged with the social networking sites. In this research the researcher discuss about the online buying system of the customers. There are some negative impact and positive impact of social network on online purchasing behavior of consumers.

References List

Bill, R. (2014). Unmanned Aerial Systems (UAS): Attractive Extensions to Spatial Data Collection Methods. Photogrammetrie – Fernerkundung – Geoinformation, 2014(4), pp.225-226.

FISCHER, E. (2011). HOW TO PRACTISE PHILOSOPHY AS THERAPY: PHILOSOPHICAL THERAPY AND THERAPEUTIC PHILOSOPHY. Metaphilosophy, 42(1-2), pp.49-82

Marketing Dissertation Topic 17: 

The Influence of Advertising on Consumer Behavior

1. Introduction

In the present market situation advertisement plays an important role for every business. Without advertisement for the particular product the awareness is not possible among the customers. The Samsung Company does the advertisement to increase the numbers of customers for the future market.

References List

Choi, J. (2015). The Impact of Disclosure of Nutrition Information on Consumers’ Behavioral Intention in Korea.Journal of the American College of Nutrition, pp.1-7.

Friston, K. (2013). Sample size and the fallacies of classical inference.NeuroImage, 81, pp.503-504

Marketing Dissertation Topic 18: 

Impact Of Ecommerce On Sales In The Retailer Industry

With the advent of internet, retail businesses have started inclining towards ecommerce. The rising consumer demands and increasing competition has made it necessary for the retail business to abolish their brick and mortar stores and build their presence online (Power, 2013). Hence, the concept of e-commerce has risen in the cyber space. There is huge impact of ecommerce on sales in the retail industry (Tkacz, 2009). The dissertation intends to analyse Amazon UK and examine the impact of ecommerce on sales in the retail industry.

References

Power, M. (2013). “Online highs are old as the net: the first e-commerce was a drugs deal.”, The Guardian (London). Accessed on 14th July, 2015.

Marketing Dissertation Topic 19: 

Effect of Social Media Marketing on Hotel Industry in UK

In recent times, internet has come up as an effective medium for businesses to connect to their customers. For this, the businesses across globe are resorting to e-business practices and adopting marketing techniques such as social media marketing. Social media has facilitated people to communicate with each other beyond geographical restrictions (Ronnestam, 2010). With social media websites such as Facebook, Twitter etc, people can share information and also connect with businesses. One of the industries to reap the impacts of social media marketing is Hotel industry. Interestingly, hotels now-a-days build an online presence to connect to customers, get their feedback and suggestions and increase their visibility (Korosuo, 2013). This study emphasises on the impact of social media marketing on hotel industry in UK.

References

Ronnestam, J. (2010). 3 SOCIAL MEDIA MODELS THAT WILL GUIDE YOUR BRAND INTO THE CONVERSATION LANDSCAPE.https://www.ronnestam.com/3-models-guide-your-brand-succesful-social-media-strategy/ .Accessed on 15th July, 2015.

Korosuo, S. (2013). Social media as a marketing tool for extreme-sport oriented companies. https://www.diva-portal.org/smash/get/diva2:631004/fulltext01.pdf .Accessed on 15th July, 2015

Marketing Dissertation Topic 20: 

An Analysis Of Youth’s Behavior Towards Sports Shoes: A Multiple Case Study

Introduction

This research paper focuses on the behavioral approach and perspectives of the youth’s buying behavior towards sport shoes specifically the branded ones. The decision making process varies from one individual to another. This research module aims to analyze the factors that have an impact on the youth in the process of buying sports shoes and how it affects the market of branded sports shoes. In case of the youth the factors primarily involve product features, psycho-social influence, preference, price and availability (Hoyer and MacInnis, 2010). Purchasing quality products having the best affordable price is the primary and basic goal of the consumer. The analysis and evaluation of the behavioral factors of the customers is very important as it influences an individual’s buying decision which is directly linked to the revenue generation of an organization.

Reference List

Amin, B. and Amin, P. (2013).A Conceptual Framework to Understanding Online Consumer Buying Behavior. International Journal of Online Marketing, 3(1), pp.47-63.

Hoyer, W. and MacInnis, D. (2010). Consumer behavior. Australia: Sout

Marketing Dissertation Topic 21: 

Are Social Networks More Persuasive Than Traditional Word Of Mouth

BACKGROUND OF THE STUDY

In the order of customer behavior, a standout amongst the most generally acknowledged ideas is WOM or Word-or-mouth communication, which assumes an essential part in forming customers’ demeanors and practices. Therefore, shoppers acquire data about items, brands or administrations from referred to people, for example, companions, peers, relatives or colleagues who frequently apply impact on their buy choice making. This is additionally unmistakably traceable in promoting and publicizing writing. It is demonstrated that WoM is a capable drive inside of the customer commercial center and previous examination bolsters the case that WoM is more persuasive on conduct than all further controlled-sources, for example, prints or other publicizing configurations. This happens for the most part because of the larger amount of dependability and adaptability through interpersonal WoM correspondence. On the other hand, the overall movement from the predominant print culture in the nineteenth century to the current computerized society of the 21st century has unequivocally affected WoM by the development of electronic Word-of-Mouth.

REFERENCES

Ellonen, H. and Kosonen, M. (2010). Treat your customers as equals! Fostering customer collaboration through social media. International Journal of Electronic Marketing and Retailing, 3(3), p.221.