Bachelors Thesis
The bachelors thesis should be a carefully argued scholarly paper of approximately 20 – 25 pages (max. 40 pages including all tables, figures and appendices). It should present an original argument that is carefully documented from mainly primary sources (95% of all used references should be research papers from leading marketing and management journals). The thesis must have a substantial research component and a strong focus on the main topic of the paper.
Further Information
Possible Subject Areas
- Advertising Budget Allocation
- Branding and Brand Management
- Consumer Behavior
- Consumer Choice Models
- Customer Switching Behavior and Loyalty
- Digital Marketing Strategies
- Pricing and Price Strategies
- Social Media Metrics
- Social Networks in Marketing
Guidelines
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Selected Bachelors Theses
Selected Bachelors Theses of 2024:
- Meier, M. (2024): Customer Loyalty in High-Dynamic Markets: Electric Vehicle Loyalty and Customer Switching Patterns (Download PDF)
- Demleitner, S. (2024): Electric Vehicle Recall Analysis Using Machine Learning (LLMs) (Download PDF)
- Schneider, T. (2024): Trending – Interactions between Marketing and Society (Optimization of Consumer Responses to Cause-Related Marketing) (Download PDF)
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