Master Thesis (MMM and MMBR)

The prerequisite for writing a master's thesis at the Area of Marketing is the successful completion of a seminar MKT 7X0 at one of the marketing chairs (LS Homburg MKT 710, LS Stahl MKT 720, LS Kuester MKT 730 or LS Kraus MKT 740) and the successful completion of the courses MKT 510 (or MKT 301) and MKT 520. The prerequisites for attending the seminars are listed according to student cohorts on the respective information pages of the seminars.


We also recommend that students write their Master's thesis at the chair where the seminar paper was written, thus enabling early involvement in the respective research and project work of the chair.


The topics offered by the chair can be found here.

The master thesis is 24 ECTS for MMM students and 15 ECTS for MMBR students.

The contact person for general questions related to master theses is Mengmeng Niu, M.Sc. (mniu

Topic The Number of Products to Be Sold over Different Sales Channels for Luxury Brands (English only)
Abstract The companies could develop different marketing strategies for their sales channels in time. Some companies offer the same products for different prices over different channels. They could offer coupons or gift cards as well. However, this kind of price differentiating strategies may not be a good idea for luxury brands. As a result, luxury brands offer different number of products over different channels. For example, they sell certain products over only the mobile channel. The aim of this project is to figure out product number over sales channels strategy, its reasons and consequences; to develop an analytical model to calculate the optimal products numbers for the sales channels. The student who wish to work on this project should have a good analytical background.
Advisor Please contact Gökhan Gecer, M.Sc. (ggecer for further information
Topic New Product Preannouncement Content over Time (English only)
Abstract New products preannouncement is a difficult and important process for the companies. New product preannouncement prepares the customers to the new product but it cannibalizes the demand for the existing product. It could be a good advantage against the competitors if the product is preannounced properly and could be a disaster the other way. The company could give more or less information to the customers. More information could affect the customers dramatically but the competitors learn about the new product in this case. The aim of this project is to figure out how much and what kind of information the company should share about its new product from the start of new product development until its launch.
Advisor Please contact Gökhan Gecer, M.Sc. (ggecer for further information.
Topic How Do Customer Segments Value Hardware and Software? (English only)
Abstract Smart phones and tablet PCs include hardware and software. They could advertise one or both of these components while promoting the new products. Different customer segments could value hardware and software differently. The aim of this project is to determine which customer groups value hardware and software in which ways, how the company should promote these components, and how big innovations in hardware and software affect the customers. The student who wish to do this project should have knowledge in experiment design.
Advisor Please contact Gökhan Gecer, M.Sc. (ggecer for further information.
Topic Mobilization (English only)
Abstract The Internet had changed the retail world dramatically. Companies had to adapt this new era that they changed their organizational schema as well as their sales and marketing strategies. Since then, mobile devices have been the new big change for the retail companies. For an interaction to be mobile, at least one of the companies (the firm or the customer) should be mobile which means the company isn’t at a fixed location. Mobile devices have been used within the last decade. The scholars working on this stream have mainly focused on the customers. However, mobilization of the companies has been poorly studied. The aim of this project is to focus on mobile retailing from the company’s window.
Advisor Please contact Gökhan Gecer, M.Sc. (ggecer for further information.
Topic Fake Label and Misinformation: Does The Position of Fake Label Matter?
(English only)
Abstract Fake news spreads very fast on social media and in real life. For example, Facebook
has been using third-party fact checking website to rate the news published on
Facebook. Fake news (or misinformation) will be rated as “fake” if it is proved not
true and a “fake label” will be put after the headlines. Interestingly, different fact
checker use different ways to label fake news: Some put a “fake” or “false” sign in
front of the headlines, some put the label or a so-called “fake rating” after the articles.
Combined with the “order effect”, this thesis investigates whether the position of a
fake label effects people’s perception on the misinformation. Empirical data is
required for a completion of the thesis.
Advisor Please contact Mengmeng Niu, M.Sc. (mniu for further information.
Topic Depletion in monetary resource and participation in reward program (English
Abstract Previous researches have investigated the impact of financial constraints on people’s
sharing behavior. They argued that people with financial constraints generally don’t
want to remind of their previous purchasing and therefore they are reluctant to share
their purchasing experiences on social media. In this master thesis, we would argue
that since financially constrained people don’t want to remind of previous purchasing,
they are less likely to participate in reward program offered by companies, since
reward program encourages frequent purchasing and this can lead to ruminative
thinking of previous consumption.
Advisor Please contact Mengmeng Niu, M.Sc. (mniu for further information.
Topic Framing Effect (English only)
Abstract According to prospect theory, positive and negative framed messages could influence people’s perception on gains and losses. Apart from it, there are other ways of framing which may influence consumer’s judgments and behaviors, such as temporal framing etc. The purpose of this topic is to investigate the impacts of framing effect on consumer behavior with logical hypotheses and empirical evidence.
Advisor Please contact Mengmeng Niu, M.Sc. (mniu for further information.
Topic The Impact of Decision Framing on Online Ratings: An Empirical Investigation
Abstract While the majority of online sellers ask customers to rate products/services by
selecting the number of stars they want to give, whether changing the task to rejecting
stars would result in different evaluations of the same product/service remains an open
question. Thus, the goal of this master thesis is to summarize existing literature on
decision strategies and framing and design an experimental study in collaboration with
his or her advisor.
Advisor Please contact Maximilian Gärth, M.Sc. (mgaerth for further information.
Topic When the Same Boring Task Feels Less Boring: A Case of Managing Expectations?
Abstract Consumer boredom is a ubiquitous experience that can result in serious problems for
consumers’ health. Thus, recent research has begun to develop an understanding of
strategies to reduce the experience of boredom. Yet, it remains unanswered whether
expectations could help consumers prepare for an upcoming boring task, which could
make the same boring task feel less boring. Thus, the goal of this master thesis is to
summarize existing literature on boredom and to shed light on the underlying
mechanism that could make expectations an effective tool to reduce the experience of
Advisor Please contact Maximilian Gärth, M.Sc. (mgaerth for further information.
Topic Boredom as a Status Signal: An Empirical Investigation
Abstract Why do consumers display boredom in situations that are not boring at all? The current
research examines (1) as to whether consumers strategically use signals of boredom
and (2) whether observers infer certain characteristics from signals of boredom. The master candidate will be instructed to design an experimental study to test derived
Advisor Please contact Maximilian Gärth, M.Sc. (mgaerth for further information.
Topic Textual Analysis in Marketing-Finance: Creating A Dictionary
Abstract The incorporation of soft information, i.e., text in Financial Analysis is playing
an increasingly important role. Various studies examine the effect of such
information on investor reactions to financial filings in the context of annual
reports or IPO prospectuses. For this thesis it is of interest to further examine
the intersection of Marketing and Finance in regard to textual analysis of
aforesaid filings. The goal is to propose and implement an approach, based on
deductive and inductive dictionary development techniques, to create a
sufficient dictionary in order to capture the concept of marketing and respective
sub-concepts in textual data as well as derive possible implications for financial
values (returns, underpricing etc.).
Advisor Please contact Yasid Soufi, M.Sc. (soufi for further information.
Topic Predicting Stock Returns With Textual Data: Which words matter?
Abstract The global Natural Language Processing (NLP) market is growing rapidly.
Applications of textual analysis are found across industries and research
disciplines. The same holds true for the realm of Finance. This thesis should
identify, discuss and implement possible methodologies to predict financial
values (Buy and Hold Returns, Underpricing, Cash Shortfall etc.) based on
textual data, e.g. from SEC filings, and further explore techniques to identify
important English textual words/tokens alongside this prediction process.
Advisor Please contact Yasid Soufi, M.Sc. (soufi for further