UK Custom Essays, Assignments, Reports, Proposals and Dissertations Marketing Dissertation Topics

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Marketing Dissertation Topics

Our dissertation writing service offers clients high standard custom-written dissertations from skilled

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research and statistical analysis. For help with constructing an outline or topics, try our Dissertation

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1.0 Introduction

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.

2.0 Relationship Marketing

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 for modern businesses, and an ideal area on which to

base your marketing dissertation.

Why has Tesco’s loyal card scheme been successful where competitors’ schemes have not?

Are switching costs effective barriers to customer churn in the airline industry?

How can Amazon.com charge a premium price over rivals such as Play.com?

What are the motivations and expectations behind loyalty schemes?

How and why does the relationship marketing-traditional marketing continuum vary within an

industry?

How does product quality affect customer loyalty among high and low touch products?

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?

In what ways does Waterstone’s improve its customer loyalty through its online store?

3.0 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, through building brand equity, launching brand

extensions, managing global brands, and so forth. Marketing dissertations on branding could be

more specific to the following topics.

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An examination of the relationship between perceived risk and brand equity: A comparison of

supermarket retailers.

Do consumers really understand a company’s brand values? The case of Starbucks.

How does the relative importance of tangible and intangible brand values vary across product

types?

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.

How does unethical behaviour affect brand image? The cases of Shell, Nike and Starbucks.

How do firms use corporate social responsibility to build brand equity? The case of Starbucks.How can innovations sustain brands?

Can brand equity be transferred to a supermarket’s own branded products?

4.0 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. Direct marketers rely

on information and a series of direct marketing media such as direct mail, magazines, newspapers,

TV/radio, co-ops, telemarketing/teleservices and the Internet to disseminate their messages and

acquire new customers. Here follows some suggested topics of direct marketing, which you could

use for your marketing dissertation.

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?

Do customers respond differently to short and long-term offers? The case of magazine sales.

In what ways do toll-free (freephone) numbers influence consumers’ response to direct sales

promotions?

How does the nationality (accent) of telemarketers influence customer response?

Do consumers know how to protect themselves from unscrupulous direct marketing tactics?

How does message length affect the success of direct marketing messages? A comparison

of online and offline mediums.

Can direct marketing be used to build customer relationships or is it simply a transactional

medium to acquire new customers?

Can direct marketing be as effective as a group-orientated tool as it is an individual orientated

one?How do prospecting methods differ in an online and offline environment? The case of the book

industry.

5.0 Marketing across Cultures

For some products and services, cultural considerations can play an important role in how marketers

interact with consumers. With the increasing globalisation of business, firms have to pay greater

attention to how national culture impacts upon consumer behaviour and customers’ reactions

towards different types of marketing communication. Marketing across cultures is becoming more

prominent in business, as more and more businesses are expanding throughout the world. This

creates an ideal area to base your marketing dissertation on.

How does language impact upon brand identity? The case of Coca-Cola in the People’s

Republic of China.How does social class influence relationship-building activities? The case of supermarket

promotions in India.

What effect does family orientation have on marketing communications? The case of tourism

operators in the Philippines.

How do marketers take into account regional differences in “national” culture? The case of

banks in the Basque country and Catalonia, Spain.

Can automotive vendors afford to treat consumers as a homogenous mass? The case of the

North-South divide in Sweden.

How does individualism-collectivism influence the sales of mobile phones? The case of the

People’s Republic of China.

How do supermarket chains overcome language differences in Switzerland?

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marketers. Some topics are suggested here for you to base your marketing dissertation on the area

of mobile marketing.

How does permission-based marketing affect mobile marketers when implementing

international marketing campaigns?

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.

How does location influence mobile marketing 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.

How can customer relationship management (CRM) be applied in a mobile marketing

environment to improve customer loyalty?

9.0 The 4Ps (Price, Product, Promotion, Place) of marketing mix

The 4Ps, which have seen a number of extensions, are the cornerstones of the marketing mix that

marketing professions have available to them when trying to influence consumer decision-making. To

base your marketing dissertation in this area, there are some topic suggestions below.

How do price adjustment strategies vary in an online and offline environment? The case of music sales.

Can an overt international pricing strategy negatively affect brand image? The case of iTunes.

How effective are public relation campaigns following brand failures? The cases of Nike, Shell,

and Marks and Spencer.

How and why do f irms vary the frequency of advertisements in an online and offline

environment? The case of Waterstone’s.

An examination of the suitability of information and persuasive advertising based on the nature

of the product being sold.

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.

What is the effect of the lack of controls online when advertising across international borders?

Can point-of-purchase promotions be as effective in an online environment as they areoffline?

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.

10.0 Marketing and Social Networks

Social networks (Facebook, Orkut, MySpace, Bebo, LinkedIn) are not only changing the way that

many people use the Internet, but they are also presenting marketing practitioners with new

challenges when trying to reach and acquire customers online. At the same time, 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. As social networks become more

popular, a marketing dissertation in this area would be up to date and in line with current trends.

To what extent is the “new” Facebook the product of its users? An examination of positive,

neutral and negative user comments.

Why have functional applications on Facebook achieved so little success compared with their

fun counterparts?

How do Facebook applications turn users into cash? The relationship between total installs,

daily active users, and application valuation.

A comparison of the effectiveness of banner advertising on different social networks? The

cases of Facebook, Orkut, MySpace and Bebo.

What impact does newsfeed restriction have on consumers’ attitudes towards using

Facebook?

Are social networks more persuasive than traditional word-of-mouth? An investigation of


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product recommendations?

How does the “behaviour chain” vary between Facebook and Facebook applications?

How has Facebook used marketing communications to outstrip user growth when compared

with MySpace?

Do traditional customer loyalty typologies apply to consumer behaviour in social networks?

In what ways have social networks used “peace technologies” to acquire new customers? The

case of “causes” on Facebook.

11.0 Marketing Ethics

The power of the media and changing consumer attitudes are having a significant impact on howfirms are expected to behave, as well as how they should integrate ethics into their marketing

campaigns. On this basis, marketing ethics is interested in a range of issues from the business case

for ethical practices, to CSR programmes and cause-related marketing, and ethical issues that must

be taken into account during the marketing communications process. a marketing dissertation on

marketing ethics could include any of the following topics:

Is easyJet’s low fare, online pricing strategy misleading or a justifiable way of managing

customer demand?

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, Levi Strauss, and Marks and Spencer.

Are “happy hours” ethical? An application of the marketing communicator’s rules of behaviour.

How does ethical purchase intention and ethical awareness affect purchasing behaviour? An

examination of the sale of battery and free range chickens.

What impact do cause-related marketing campaigns have on consumer buying behaviour?

The case of Tesco’s “Computers for Schools” vouchers.

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?

How do firms use public relations to recover from consumer boycotts? The case of Shell and

Nestle.

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UK Custom Essays, Assignments, Reports, Proposals and Dissertations Marketing Dissertation Topics