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If you are interested in any of the topics discussed in this article, we would be more than happy to provide you with more information. Our expert writers can produce dissertations to a 1st and 2:1 standard that are tailor -made to match your requirements and we have a dedicated customer support team who are on hand every day until 11pm. Our professional writers will produce a quality and original piece of work that would be a praiseworthy finale to anyone's academic career. We are also offering a unique Dissertation Topic and Outline service , for only £49.99 we'll be providing students with complete custom -made Dissertation Outlines, which will be helpful in formulating their diss ertation topic, objectives, literature review and methodology. TheDissertation Outline is an ideal tool for any student struggling to start their dissertation or proposal. For queries, please see our dedicated Custom Dissertation writing section , or to order your custom-written dissertation please click here.
A dissertation should have something to add to the existing literature in a given field, but should not try to re-invent the wheel. Dissertations should be focused rather than broad, aiming to add to the literature in a manageable way bearing in mind time and cost constraints. The dissertation title should reflect this, being more narrow than broad, highlighting the main focus of the dissertation. This helps when it comes to setting clear, concise and manageable research aims, questions and objectives. Added to this, the choice of research topic should reflect the research setting where the study took place. To help in the preparation of your marketing dissertation, this article suggests areas and topics that you could base your research on. These subject areas include relationship marketing, branding, direct marketing, international marketing, consumer psychology, online marketing, mobile marketing, marketing mix, social networks and marketing ethics.
Relationship marketing refers to the use of relationships rather than purely transactional means, in order to not only acquire customers, but also to generate customer loyalty that results in repeat custom for the firm. It is a very important area fo r modern businesses, and an ideal area on which to base your marketing dissertation.
Marketing dissertations on branding could be more specific to the following topics. y How does the relative importance of tangible and intangible brand values vary across product types? y y y Do leading brands need to have the best products? How is brand image affected by product availability? Can brand image be transferred between industries? The case of Virgin Cola in the UK. y How does unethical behaviour affect brand image? The cases of Shell. y How do firms use corporate social responsibility to build brand equity? The case of Starbucks.com charge a premium price over rivals such as Play.0 Branding Branding is an umbrella term to refer to a wide body of literature examining how businesses can use their brands to achieve a competitive advantage. Nike and Starbucks. through building brand equity. . launching brand extensions. y Do consumers really understand a company's brand values? The case of Starbucks.y Why has Tesco's loyal card scheme been successful where competitors' schemes have not? y y y y Are switching costs effective barriers to customer churn in the airline industry? How can Amazon.com? What are the motivations and expectations behind loyalty schemes? How and why does the relationship marketing -traditional marketing continuum vary within an industry? y How does product qu ality affect customer loyalty among high and low touch products? y y y Can luxury goods retailers prevent barriers to switching? How do retailers cope with polygamous behaviour among consumers? How does customer loyalty at Waterstone's change when customers shop at their online store rather than in the high street? y In what ways does Waterstone's improve its customer loyalty through its online store? 3. and so forth. managing global brands. y An examination of the relati onship between perceived risk and brand equity: A comparison of supermarket retailers.
as more and more businesses are . magazines. co -ops. Direct marketers rely on information and a series of direct marketing media such as direct mail. 5.0 Marketing across Cultures For some products and services.y y How can innovations sustain brands? Can brand equity be transferred to a supermarket's own branded products? 4. firms have to pay greater attention to how national culture impacts upon consumer be haviour and customers' reactions towards different types of marketing communication. which you could use for your marketi ng dissertation. y y How does Tesco use its loyalty schemes to sell direct to the customer? How does the importance of factors that influence direct selling vary according to product type? y Do customers respond differently to short and long -term offers? The cas e of magazine sales. y In what ways do toll -free (freephone) numbers influence consumers' response to direct sales promotions? y y How does the nationality (accent) of telemarketers influence customer response? Do consumers know how to protect themselves from un scrupulous direct marketing tactics? y How does message length affect the success of direct marketing messages? A comparison of online and offline mediums.0 Direct Marketing The world of direct marketing is a complex one that involves a wide range of tools and techniques that can be used to target consumers in a predominantly transactional manner. newspapers. TV/radio. Marketing across cultures is becoming more prominent in business. y Can direct marketing be used to build customer relationships or is it simply a transactional medium to acquire new customers? y Can direct marketing be as effective as a group -orientated tool as it is an individual orientated one? y How do prospecting methods differ in an online and offline environment? The case of the book industry. With the increasing globalisation of business. telemarketing/teleservices and the Internet to disseminate their messages and acquire new customers. Here follows some suggested topics of direct marketing. cultural considerations can play an important role in how marketers interact with consumers.
y What effect does family orientation have on marketing communications? The case of tourism operators in the Philippines. to base your marketing dissertation within the area of marketing and consumer psychology. Th is highlights how consumers behave in each stage of the buying process and why they react as they do. here are some suggestions for topics: y y What motivates consumers to pass on marketing messages? What are the antecedents of word -of-mouth communications? The case of blockbuster marketing. y How do marketers take into account regional differences in "national" culture? The case of banks in the Basque country and Catalonia.expanding throughout the world.0 Marketing and Consumer Psychology Marketing is fundamentally underpinned by consumer behaviour. y Can automotive vendors afford to treat consumers as a homogenous mass? The case of the North-South divide in Sweden. France. y When word-of-mouth communications turn negative: What can be learnt from previous mistakes? . marketers can design and implement communication strategies that target specific customer groups based on their psychological profiles. y How does individualism -collectivism influence the sales of mobile phones? The case of the People's Republic of China. On this basis. y y How do supermarket chains overco me language differences in Switzerland? How do banks vary their product offerings based on social class? The case of India. which can be largely explained by examining consumer psychology. y How does social class influence relationship -building activities? The case of supermarket promotions in India. 6. This creates an ideal area to base your m arketing dissertation on. y How does language impact upon brand identity? The case of Coca -Cola in the People's Republic of China. y How can national culture explain the prominence of Scottish whiskey sales in the global whiskey market? y How can countries use nation al culture to help them promote major exports? The case of the Champagne region. Spain.
More specific subjects are suggested here. y What effect does geographical location have on the relationship between variety seeking buying behaviour and habitual buying beha viour? An examination of when workers eat out for lunch. the greater ability to customise and personalise user experiences. y What product attributes are most valued by consumers in search. y How does a consumer's perception of control affect their choice of brand? The case of buying computers online. the changing nature of consumer behaviour and the interaction of online and offline mediums. Such extensions include the need to take into account privacy. How can firms personalise their products? The case of Nike. An assessment of the value of assortment to customers: The case of Dell Computers. y y y How does visual constituency affect site identity and product attitude? How does gender effect website preference? How can firms successfully combine online and offline shopping features? The case of Amazon. y y y How does gender effect selective distortion among luxury goods buyers? What role does learning play among functional online advertisements? Does the importance of beliefs and attitudes vary across low and high invol vement products? y An investigation of habitual buying behaviour and geographical location: The impact of socio-economic status.com/Toys-R-Us. comparison and purchase decision-making online? y How do consumers react to brand alliances online? The ca se of Amazon. . and the subject would create a useful marketing dissertation.y How does gender effect information processing among consumers of luxury goods? y What role does motivation play in buying behaviour? An examination of the mobile ringtone market in the UK. y y y How can firms customise their products? The case of Apple.0 Marketing online When marketing moves online the traditional rules are either broken or extended.com and Wal-Mart. Marketing online is a subject that many companies now have to consider. 7. security.
y How can customer relationship management (CRM) be applied in a mobile marketing environment to improve customer loyalty? 9. With the lowering of mobile tariffs. and others to reach customers and target customers in traditional and non -traditional ways. y How does permission-based marketing affect mobile marketers when implementing international marketing campaigns? y y y How can brand image be conveyed in a mobile marketing environment? Can an info brand be built through mobile marketing techniques? What do customers want from mobile marketing messages? The case of low -cost airlines. Some topics are suggested here for you to base your marketing dissertation on the area of mobile marketing. there are some topic suggestions below. Nintendo.0 Mobile Marketing Mobile marketing has become the latest marketing communication medium to enable large brands such as Coca-Cola. MTV.y An investigation of the antecedents of consumer behaviour in online auctions? The case of eBay. y y y y y How does location influence mobile marketin g communications? What role does time play in mobile marketing communications? What are the advantages and disadvantages of push and pull mobile marketing? How can mobile marketing be used as a viral marketing tool? How can mobile payment services increase revenue for mobile marketers? The case of Vodafone. Promotion. which hav e seen a number of extensions. y How do price adjustment strategies vary in an online and offline environment? The case of music sales. Product. including Internet browsing using mobile phones. this medium has becoming increasingly important to marketers. y Can an overt international pricing strategy negatively affect brand image? The case of iTunes. .com.0 The 4Ps (Price. 8. Lastminute. To base your marketing dissertation in this area. are the cornerstones of the marketing mix that marketing professions have available to them when trying to influence consumer decision-making. New Labour. Place) of marketing mix The 4Ps.
y Why have functional applications on Facebook achieved so little success compared with their fun counterparts? y How do Facebook applications turn users into cash? The relationship between total installs. and Marks and Spencer. y How do the characteristics of companies that use comparison advertising vary from those that do not use comparison advertising? The case of the alcoholic drinks industry in the US. 10. y A comparison of the effectiveness of banner advertising on different social networks? The cases of Facebook.0 Marketing and Social Networks Social networks (Facebook. y To what extent is the "new" Facebook the product of its user s? An examination of positive. At the same time. and application valuation. a marketing dissertation in this area would be up to date and in line with current trends. y What is the effect of the lack of controls online when advertising across international borders? y Can point-of-purchase promotions be as effective in an online environment as they are offline? y y How important is location to customer choice in the airline industry in the UK? How has the Internet helped unsought goods building brand awareness? The case of comparison websites. Shell. but they are also presenting marketing practitioners with new challenges when trying to reach and acquire customers online. MySpace. y An examination of the suitability of information and persua sive advertising based on the nature of the product being sold. Orkut. MySpace and Bebo. LinkedIn) are not only changing the way that many people use the Internet. neutral and negative user comments. Bebo. As social networks become more popular. y How and why do firms vary the frequency of advertisements in an online and offline environment? The case of Waterstone's. daily active users. Orkut. these social networks have their own challenges in trying to acquire and retain customers when many of the traditional principles of consumer behaviour no longer apply. y What impact does newsfeed restriction have on consumers' attit udes towards using Facebook? .y How effective are public relation campaigns following brand failures? The cases of Nike.
marketing ethics is interested in a range of issues from the business case for ethical practices. as well as how they should integrate ethics into their marketing campaigns. to CSR programmes and cause -related marketing. y y y Why do some controversial marketing communications work whilst other fail? How have spam laws improved marketing ethics online? What factors distinguish a consumer's choice of most and least social responsible firms? . 11. online pricing strategy misleading or a justifiable way of managing customer demand? y y Is firms' use of Fair Trade branding misleading consumers? What affect do published codes of conduct have on buying behaviour? The cases of The Body Shop.y Are social networks more persuasive than traditional word -of-mouth? An investigation of product recommendations? y How does the "behaviour chain" vary between Facebook and Facebook applications? y How has Facebook used marketing co mmunications to outstrip user growth when compared with MySpace? y Do traditional customer loyalty typologies apply to consumer behaviour in social networks? y In what ways have social networks used "peace technologies" to acquire new customers? The case of "causes" on Facebook. y How does ethical purchase intention and ethi cal awareness affect purchasing behaviour? An examination of the sale of battery and free range chickens. Levi Strauss. and ethical issues that must be taken into account during the marketing communications process.0 Marketing Ethics The power of the media and changing consumer attitudes are having a significant impact on how firms are expected to behave. and Marks and Spencer. y What impact do cause-related marketing campaigns have on consumer buying behaviour? The case of Tesco's "Computers for Schools" vouchers. a marketing dissertation on marketing ethics could include any of the following topics: y Is easyJet's low fare. y Are "happy hours" ethical? An application of the marketing communicator's rules of behaviour. On this basis.
.y How do firms use public relations to recover from c onsumer boycotts? The case of Shell and Nestle.
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