Master­arbeit

Grundsätzlich haben Studierende, die an unserem Lehr­stuhl ihre Master­arbeit schreiben möchten, die Möglichkeit eine forschungs­orientierte oder eine praxis­orientierte Master­arbeit anzufertigen.

Voraussetzung für die Anfertigung eine Master­arbeit an unserem Lehr­stuhl ist die erfolgreiche Absolvierung eines Seminars an einem der Marketing und Sales-Lehr­stühle: MKT 710, MKT 720, MKT 730, oder MKT 740.

Moritz Tischer, M.Sc.

Ansprech­partner Master­arbeit

Bei Fragen wenden Sie sich bitte an Moritz Tischer.

Informationen zur Master­arbeit


Forschungs­orientierten Themen

  • Strategisches Marketing

    • The evolution of interactions in business-to-business markets

      Betreuer: Moritz Tischer

      In most consumer goods markets, customer experience management has long been the maxim of marketing, sales and customer service. Consumerization of business customers and change processes such as digital transformation mean that customer experience management is becoming increasingly important in B2B markets as well.

      Against this background, the superordinate goals of this master thesis are (1) to review and systemize relevant academic literature, (2) to identify what customer experience in business markets is about and (3) which firm capabilities are needed to manage customer experience holistically. To analyze this topic, qualitative expert interviews should be conducted. There is the possibility to use already existing research results for this master thesis.

      This master thesis may also be written in German.

    • Money, Power, and Love: Relevance of Chief Marketing Officers in Top-Management Teams

      Betreuer: Boas Bamberger

      Chief Marketing Officers are relevant for firms’ marketing strategy and capabilities. The mere presence of a CMO can increase new venture funding and has an impact on firm value even in established companies. However, it remains open to research how CMOs relative power to and relations­hip with other C-suite executives moderates the link between CMO presence and firm performance. Furthermore, the influence of CMO presence on market-based assets, e.g. customer equity, brand equity, and market knowledge, poses an interesting research avenue.

      The topic can be analyzed from very different angles, thus qualitative or quantitative research are feasible. Creativity and motivation to do empirical research are expected. This master thesis may also be written in German.

    • Analyzing social networks – an investigation of invisible influences

      Betreuerin: Theresa Morguet

      Social networks are everywhere in our everyday life. They determine our perceptions and behavior directly as well as indirectly. To what extent do they also have an influence on our work behavior and is it positive or rather negative? Are there ways to take advantage from the existing social network structure of a team or how can the structures be adapted to achieve desired management goals? These or other questions could be investigated and evaluated in order to contribute to that field of research.

      Concerning this background, the superordinate goals of this master thesis are (1) to review and systemize relevant academic literature, (2) to create a scientific conceptual model in order to conduct a survey and (3) to analyze the results of the survey by means of the social network analysis program UCINET and discuss the findings.

      More specific research questions and the actual proceeding can be determined individually. This master thesis may also be written in German.

    • Team Steering through Group Incentives: When, which and how?

      Betreuerin: Theresa Morguet

      The title gives a short summary of what is wished to know by the management of a firm nowadays. In times of high competition and persistent innovation pressure every firm has to think about appropriate ways of motivating their workforce. Therefore often team incentives seem to be a good choice but at the same time lead to further questions. This is where the master thesis shall build on and try to find answers that can help to close some gaps in this field of research.

      Concerning this background, the superordinate goals of this master thesis are threefold: (1) A review of the relevant academic literature. (2) An identification of possible team steering instruments and ways how to implement them and when. (3) An analyzation of the topic, for example expert interviews or surveys might be conducted.

      More specific research questions and the actual proceeding can be determined individually. This master thesis may also be written in German.

    • Digital Marketing Capabilities

      Betreuer: Dominik Wielgos

      The digital transformation results in significant changes of the business landscape. Over the past decade, firms and customers have adopted digital technologies, whereby novel market behaviors, interactions and experiences emerged. Against this background, firms face the challenge to develop new marketing capabilities as social media marketing, mobile marketing or marketing analytics in order to keep pace with these dynamic developments in the marketplace.

      Against this background, the superordinate goals of this master thesis are (1) to review and systemize relevant academic literature, (2) to identify relevant digital marketing capabilities and (3) to elaborate how these new marketing capabilities relate to the more traditional marketing capabilities. To analyze this topic, expert interviews or a survey might be conducted. More specific research questions and the way of inquiry can be determined individually.

      This master thesis may also be written in German.

    • The effect of digitization on buyer seller relations­hips in business-to-business markets

      Betreuer: Moritz Tischer

      The digitization is changing business relations­hips radically. Business customers increasingly demand a consumer-like experience, are more empowered by their access to ever-more information, and expect ongoing engagement from those they do business with. These changes also have a great impact on buyer seller relations­hips.

      Against this background, the superordinate goals of this master thesis are (1) to review and systemize relevant academic literature, (2) to identify how buyer seller relations­hips are impacted through digitization and (3) how firms can effectively manage these relations­hips nowadays.

      This master thesis may also be written in German.

    • The digital transformation of the modern organization

      Betreuer: Dominik Wielgos

      The digital transformation is resulting in an ongoing change of the business landscape. Digital issues as Social Media, Big Data and the transformation of marketing communications are providing fruitful areas of discussion for practice and research. However, companies across various industries face much larger digitally induced changes. Jens Monsees, the Vice President Digital Strategy of BMW, emphasized this aspect as follows: “To digitize a company doesn’t only mean to introduce new technologies, but to evoke change in terms of organizational aspects, culture and communication”.

      Against this background the superordinate goals of this master thesis are (1) to review and systemize relevant academic literature, (2) to identify areas of organizational change fostered by the digital transformation and (3) to elaborate how these changes affect the organization. To analyze this topic, expert interviews or surveys might be conducted. More specific research questions and the way of inquiry can be determined individually.

      This master thesis may also be written in German.

    • Marketing Strategy Information in Financial Disclosures

      Betreuer: Marcus Theel

      Corporate financial disclosures – intentionally or unintentionally – contain rich information about firms’ strategic actions and directions. This master thesis offers the opportunity to analyze a large existing data set of financial disclosures by extracting information regarding firms’ strategic actions and directions via text classification algorithms. In particular, the impact of marketing-related strategic actions and directions on firm performance should be assessed.

      Accordingly, the central aims of this master thesis are to (1) review the existing literature on marketing strategy and its performance impact, (2) utilize and train a machine learning algorithm to classify strategic actions and directions in financial disclosures, and (3) develop and test a model assessing the firm performance implications.

  • Produkt- und Innovations­management

    Zur Zeit haben wir kein Angebot in diesem Themen­bereich.

  • Preis­management

    • The Role of Negative Emotions in Buying at the Low Price: Attributional Approach

      Betreuerin: Kateryna Ukrainets

      A rational consumer is supposed to choose to pay less money for a particular good, as long as the saved amount is large enough to compensate any tangible costs. Thus, buying at the cheap price is expected to cause positive emotions such as joy of getting a good price deal. Nevertheless, some consumers can ascribe negative causes to low prices in discount stores. As a result, negative emotions occur and influence the purchase decision.

      Accordingly, the central aims of this master thesis are to (1) review the existing literature on the role of emotions in consumer behavior and (2) develop propositions how negative emotions affect the purchase decision in the low price context.

  • Vertriebs­management

    • The Future of Sales Management

      Betreuer: Dominik Wielgos

      The digital transformation is resulting in an ongoing change of the business landscape. These developments also create various opportunities and challenges for sales management in B2B and B2C industries. Nowadays, companies are faced with the efficient integration of digital technologies (e.g., Cloud Computing, Big Data, Mobile Solutions) into their sales structures and processes. Against this background the following key questions arise:

      What is the future of sales management?
      What are areas of digitally induced change?

      The superordinate goals of this master thesis are (1) to review and systemize relevant academic literature, (2) to identify areas of change in sales management fostered by the digital transformation and (3) to identify related research opportunities.

      This master thesis may also be written in German.

  • Kommunikations- und Kunden­beziehungs­management

    • Marketing Communication in an Omni Channel World

      Betreuer: Marcus Theel

      Individuals and firms interact through many channels, on multiple screens and devices, across a myriad of touchpoints and over time. Given these ample possibilities to interact with customers and consumers, the way firms communicate (e.g. via social media) and formulate strategies on how to communicate is changing rapidly. Therefore, aims of this conceptual master thesis are to (1) review the state-of-the-art literature on marketing communication and methods on how to measure the success of marketing communication, (2) systematize the findings into a conceptual framework, and (3) critically discuss opportunities and threats for the future of marketing communication from a managerial and theoretical perspective.

    • Customer retention and win-back in times of digital customer relations­hips

      Betreuer: Robin-Christopher Ruhnau

      The digitalization has changed the direct and level of interaction between firms and consumers, offering broad opportunities and challenges for customer relations­hip management. The integration of customer data introduces new ways to measure value from the customer (e.g., in the form of customer engagement value) and also to track customer behavior, including customer churn.

      The intention of this thesis is to summarize and categorize customer retention and reacquisition literature to provide a sound overview of state of the art research. Particular interest should be dedicated to the influence of digitalization on the topic, as well as to referencing theory to the reality of business practice.

      This master thesis may also be written in German.

    • Customer valuation – a confrontation of research state of the art and business practice

      Betreuer: Robin-Christopher Ruhnau

      Customer valuation tries to capture the total value that a firm derives from a customer. Since the emergence of the topic, mainly in the 1980s, customer valuation has come a long way. A variety of value-determining factors can now be included in these models, e.g., churn, brand switching, cross-buying behavior, and even non-financial value contributions. Major applications of the idea include the well-known concept of customer lifetime value (CLV) and customer segmentation.

      The purpose of this thesis is to provide a sound overview of the state of the art in customer valuation research. Particularly, the goal is to investigate in how far business practice deviates from theory and in how far it has adopted applications of customer valuations, including current trends such as customer engagement valuation.  

    • The Impact of Earnings Inequality on B2B Brand Perceptions

      Betreuer: Boas Bamberger

      Inequality is soaring and people become less trusting in return. Recent research reports that trust in B2C brands declines as earnings inequality increases. Does societal level earnings inequality also reduce trust in B2B brands? Since firms play a major role in determining salaries and subsequently societal level earnings inequality, further questions arise: How does intra-firm earnings inequality affect trustworthiness of the firm’s own brand? How does intra-firm earnings inequality influence employee’s trust in other B2B brands?

      Creativity and motivation to do empirical research are expected. This master thesis may also be written in German.

    • Dynamics in Complex Business-to-Business Networks

      Betreuer: Boas Bamberger

      Business networks are complex structures of inter-firm relations­hips that emerge and evolve over time. Mapping firms (nodes) and the performance of their relations­hips (edges) with suppliers, distributors and customers is relevant for research and practice alike. A map of B2B networks would allow inferences about the traits of successful firms in an increasingly globalized and complex world.

      Against this background, the superordinate goals of this master thesis are (1) to review and systemize relevant academic literature, (2) to identify, compare and contrast methods and sources to map out B2B networks, and (3) to draw initial inferences about traits of successful firms in B2B networks.

      Creativity and motivation to do empirical research are expected. This master thesis may also be written in German.

    • Antecedents of successful customer reacquisitions in business-to-business contexts: a supplier perspective

      Betreuerin: Olivia Gwinner

      In the last decades there has been a shift from transaction marketing to relations­hip marketing, meaning that companies have changed their focus from executing single transactions to establishing long-term customer relations­hips. As a result, most of the companies are engaging in customer retention activities. Nevertheless, companies are still facing high defection rates in most industries. Hence, strategies for recovering defected customers play an essential role for company success. Since B2B companies are characterized by stronger relations­hip- and long-term orientation, as well as fewer customers - and higher purchase volumes per customer, what makes the loss of one customer more hurtful - the topic is particularly interesting in a B2B-setting.

      The purpose of this master thesis is to review the customer reacquisition literature and develop a conceptual model regarding the supplier antecedents of successful customer reacquisitions in business-to-business contexts. Further, an empirical study analyzing an existing supplier dataset should be conducted. This thesis may be written in German or in English language.

    • Customer relations­hip management in business-to-business contexts

      Betreuerin: Olivia Gwinner

      Business-to-business contexts are characterized by a high degree of relations­hip- and long-term-orientation. Furthermore, due to the smaller number of customers and the higher purchase volumes, single customers can be responsible for an enormous level of a company's volume of sales. Therefore, managing business customer relations­hips effectively appears to be particularly important for B2B company success.

      The goal of this master thesis is to systematically collect, synthesize, and analyze past and present academic results on customer relations­hip management in business-to-business relations­hips. Additionally, expert interviews should be conducted to determine the status quo of business practice and augment the literature review. This thesis may be written in German or in English language.

  • Sonstige Themenfelder

    • Consumer’s Susceptibility to Social Influence: Cross-Cultural Differences

      Betreuerin: Kateryna Ukrainets

      The impact of social groups on individual behavior has been investigated extensively in the consumer research literature. Some individuals tend to be more susceptible to public opinion and social influence than others. As a result, social influence can alter an individual’s purchase decision. However, research is scarce with regard to how the susceptibility to social influence depends on the cultural background of a decision-maker.

      Therefore, the goal of this master thesis is to (1) provide a comprehensive state-of-the-art literature overview on cross-cultural consumer research in general and (2) develop a conceptual framework on the susceptibility to social influence on the cross-cultural level.

    • Event-Studies in Marketing Research – State of the Art

      Betreuer: Alexander Kohles

      Marketing needs to show its impact on shareholder value to achieve higher influence in top management. An event-study can be a statistical method to measure the financial impact of specific marketing activities or marketing strategies. The goal of this master thesis is to provide a detailed overview of the methodology of an event-study. A further step should include a systematic literature overview of articles in marketing, which use the event-study as an analytical tool.

    • Marketing in a Digitally Empowering World

      Betreuer: Professor Vomberg

      Change is in progress. Big data, smart data, digitalization, industry 4.0 dominate the headlines of business magazines. Although the influence of digitalization is hardly denied, companies still struggle to understand its implications. In the digital environment new business models arose and old ones struggle for survival. In academia, the question is whether digitalization fits neatly to old assumptions or whether it challenges classic concepts such as Porter’s „Five Forces”"?

      Potential research questions might be:

      • What is the impact of digitalization on companies?
      • How can companies establish and nurture brands? What is the general role of branding in the digital age?
      • What is the role of the marketing department in the digital world?

      The topic can be analyzed from very different angles. Qualitative research is feasible as well as the analysis of more detailed research questions. Creativity and motivation to do empirical research are expected.

    • Virtual Reality in Consumer Research

      Betreuerin: Nathalie Harz

      Consumer research has always been a key aspect of marketing. However, techniques employed during consumer research often do not leverage the full potential of novel technological developments such as big data analysis or virtual reality devices.

      The goal of this research oriented master thesis should be to (1) review which virtual reality technologies are currently used in consumer research and in which fields they are applied; (2) show how firms use virtual reality in their consumer research; (3) examine whether findings from consumer research with the help of virtual reality are transferrable to reality and (4) derive recommendations on the use of virtual reality in consumer research.

    • The Influence of Online Information Search on the Purchase Decision of Durables

      Betreuerin: Nathalie Harz

      The Internet has changed our whole lifestyle and also influences the way we purchase products. More and more consumers tend to search for information on durables they consider buying on the Internet.

      The goal of this master thesis is to analyze online search behavior of durables prior to the purchasing decision and show how the information found on the Internet influences the purchasing decision. Moreover, the thesis should examine which parts of the information found on the Internet and which other factors influence the purchase decision. In addition, the thesis should suggest avenues for further research to analyze the purchase decision with the help of consumer’s search behavior on the Internet.

Falls Sie sich für ein Thema interessieren, kontaktieren Sie bitte direkt den entsprechenden Betreuer.

Ferner besteht die Möglichkeit, eigene Themen vorzuschlagen. Kontaktieren Sie hierzu bitte zunächst Moritz Tischer.


Praxis­orientierten Themen

Unsere praxis­orientierten Themen beziehen sich entweder auf Fragestellungen mit explizitem Branchenbezug, oder mit Fragestellungen, die in Kooperation mit einem bestimmten Unternehmen behandelt werden.

Bei Fragen zu den branchenbezogenen Themen kontaktieren Sie bitte direkt den entsprechenden Betreuer. Bei Fragen zu den Arbeiten in Kooperation mit Unternehmen wenden Sie sich bitte an Moritz Tischer.

Falls Sie eigenständig den Kontakt zu einem Unternehmen aufnehmen möchten, sollten Sie vorab mit uns Rücksprache halten.