Marketing Dissertation Topics and Research Ideas


Dr Jana Martiskova

How do I choose marketing dissertation topics?

Selecting dissertation topics in marketing requires thoughtful consideration and a structured approach. Marketing is a dynamic field with a wide range of topics to explore. Here’s a step-by-step guide to help you choose the perfect marketing dissertation topics:

  1. Identify Your Interests and Passions: Start by considering your personal interests within the field of marketing. Are there specific aspects of marketing that intrigue you, such as consumer behavior, digital marketing, branding, or social media?
  2. Conduct a Literature Review: Dive into the existing marketing literature. Explore academic journals, books, and recent articles to identify current trends, gaps in research, and areas that need further investigation. Look for debates or controversies within the field.
  3. Consult with Advisors and Professors: Your academic advisors and professors are valuable resources. Schedule meetings to discuss your interests and potential topics. They can offer guidance, suggest relevant literature, and provide insights into research directions.
  4. Consider the Practical Relevance: Think about the practical relevance of your topic. How does it relate to real-world marketing challenges or industry trends? A topic that addresses current marketing issues or provides solutions to practical problems can be especially compelling.
  5. Originality and Contribution: Aim for originality. Seek to make a unique contribution to the field of marketing. This could involve proposing new theories, conducting empirical research, or offering innovative marketing strategies.
  6. Narrow Your Focus: Once you’ve identified a general area of interest, narrow it down to a specific research question or problem. A well-defined and focused topic will make your research more manageable.
  7. Data and Methodology: Consider the data sources and research methods available to you. Ensure that you have access to the necessary data and that your chosen methodology is appropriate for your research question.
  8. Feasibility: Assess the feasibility of your chosen topic. Do you have the resources and time required to conduct the research effectively?
  9. Stay Informed: Stay current with the latest marketing trends and developments. Attend conferences, webinars, and seminars, and follow reputable marketing news sources to stay updated.
  10. Brainstorm and Reflect: Take time to brainstorm potential topics and reflect on their significance. Discuss your ideas with peers, advisors, or mentors to get feedback.

Remember, choosing the right marketing dissertation topic is a critical step in your academic journey. It should align with your interests, be relevant to the field, and have the potential to make a valuable contribution. If you need further assistance in finalizing your marketing dissertation topics, can provide guidance and support to ensure your choice is well-informed and academically sound.

The focus of the marketing dissertation is on educational theories and practices to make a learning experience and permit the improvement of skills that could be applied to real-world problems. Your marketing research proposal topics should contribute something to the current writing in a given field.

Top Marketing Dissertation Topics

  • Personalization in Digital Marketing: How It Shapes Consumer Engagement Explore how personalized digital marketing impacts consumer engagement, making it more accessible and relatable.
  • Influencer Marketing Effectiveness: Boosting Brand Awareness Assess how influencer marketing effectively enhances brand awareness, dissecting its strategies and outcomes.
  • Social Media Marketing: Crafting Customer Relationships Examine the pivotal role of social media marketing in nurturing and developing lasting connections with customers.
  • User-Generated Content: Impact on Brand Perception and Purchase Intentions Investigate how user-generated content influences brand perception and guides consumers’ intentions to make purchases.
  • Augmented Reality’s Influence: Creating Immersive Brand Experiences Explore the immersive experiences augmented reality brings to brand engagement and consumer interaction.
  • Artificial Intelligence in Predictive Marketing Analytics: A Comprehensive Analysis Analyze the role of artificial intelligence in predictive marketing analytics, understanding its impact on strategic decision-making.
  • Experiential Marketing: Building Lasting Brand Loyalty Evaluate the effectiveness of experiential marketing in fostering brand loyalty through memorable consumer experiences.
  • Mobile Advertising Impact: Understanding Consumer Purchase Behavior Investigate how mobile advertising directly affects consumer behavior in the decision-making process.
  • Emotional Branding: Forging Strong Customer Connections Explore how emotional branding creates lasting connections with customers, impacting brand loyalty.
  • Storytelling in Marketing Communications: Assessing Effectiveness Analyze the power of storytelling in marketing communications and its effectiveness in conveying brand narratives.
  • Gamification in Marketing Strategies: Enhancing Consumer Engagement Explore the use of gamification in marketing strategies and its impact on fostering consumer engagement.
  • Online Customer Reviews: Influence on Brand Reputation Investigate how online customer reviews shape brand reputation and affect consumer trust.
  • Social Responsibility’s Impact: Consumer Attitudes and Brand Loyalty Analyze the influence of social responsibility on consumer attitudes and the subsequent impact on brand loyalty.
  • Consumer Trust in Influencer Marketing Campaigns: A Critical Examination Investigate the role of consumer trust in influencer marketing campaigns and its impact on overall effectiveness.
  • Cause-Related Marketing: Enhancing Brand Image Explore the effectiveness of cause-related marketing in creating a positive brand image.
  • Neuromarketing Techniques: Understanding Consumer Behavior Investigate the use of neuromarketing techniques to gain insights into consumer behavior and decision-making.
  • Packaging Design: Influence on Consumer Perception and Purchase Intentions Explore how packaging design shapes consumer perception and influences purchase intentions.
  • Celebrity Endorsements: Impact on Consumer Purchase Decisions Analyze the influence of celebrity endorsements on consumer decision-making and brand preferences.
  • Brand Authenticity: Fostering Customer Loyalty Explore how brand authenticity contributes to building lasting customer loyalty.
  • Green Marketing Strategies: Shaping Consumer Behavior Investigate the impact of green marketing strategies on consumer attitudes and behaviors.
  • User Experience (UX) in Online Marketing: Driving Customer Satisfaction Explore the role of user experience (UX) in online marketing and its impact on overall customer satisfaction.
  • Influencer-Generated Content: Unveiling its Impact on Brand Engagement Investigate how content generated by influencers influences brand engagement and consumer interaction.
  • Virtual Reality in Marketing Campaigns: Elevating Consumer Experiences Explore the application of virtual reality in marketing campaigns and its impact on enhancing consumer experiences.
  • Customer Relationship Management (CRM) Systems: Effectiveness Evaluation Investigate the effectiveness of Customer Relationship Management (CRM) systems in optimizing customer interactions and loyalty.
  • Social Media Influencers: Shaping Consumer Brand Preferences Explore the influence of social media influencers in shaping consumer preferences and choices in brand selection.

Consumer Behavior:

  • a. The impact of social media influencers on consumer purchasing decisions.
  • b. The role of emotions in consumer decision-making processes.
  • c. Understanding impulse buying behavior among millennials.
  • d. Cultural influences on consumer behavior: A comparative study between Eastern and Western markets.
  • e. The effect of product packaging design on consumer perception and purchase intention.
  • f. More Inspiring Consumer Behaviour Dissertation Topics and Sample Ideas

Branding and Brand Management:

  • a. Brand storytelling: Creating emotional connections with consumers.
  • b. The role of brand trust in enhancing brand loyalty.
  • c. Brand extensions: Evaluating the success factors and challenges.
  • d. Co-branding strategies: A case study analysis of successful partnerships.
  • e. Brand image and reputation management in the era of social media.
  • f. More Crafting Identity: Exploring Novel Branding Dissertation Topics

Digital Marketing Dissertation Topics:

  • a. The effectiveness of influencer marketing on Instagram compared to YouTube.
  • b. Search engine optimization (SEO) strategies for small businesses.
  • c. Analyzing the impact of online reviews on consumer purchasing behavior.
  • d. Personalization in email marketing: Best practices and consumer responses.
  • e. The role of virtual reality (VR) and augmented reality (AR) in shaping future digital marketing strategies.
  • f. More Scroll to Success: Exploring Innovative social media and Digital Marketing Dissertation Topics

Marketing Ethics and Corporate Social Responsibility:

  • a. green marketing: Consumer perceptions and attitudes towards eco-friendly products.
  • b. The role of corporate social responsibility (CSR) in enhancing brand reputation.
  • c. Ethical considerations in online advertising: Balancing persuasion and consumer privacy.
  • d. Fair trade marketing: Assessing the impact on consumer behavior and brand perception.
  • e. Gender stereotypes in advertising: Exploring ethical implications and societal effects.

 Marketing Strategy:

  • a. Market segmentation strategies for niche product markets.
  • b. Competitive positioning analysis: A case study of successful market leaders.
  • c. The role of innovation in sustaining competitive advantage in mature industries.
  • d. International expansion strategies: Challenges and opportunities for emerging brands.
  • e. Pricing strategies in the era of dynamic pricing and price discrimination.

Marketing Communications:

  • a. Integrated marketing communications: Evaluating the effectiveness of a multi-channel approach.
  • b. The impact of celebrity endorsements on brand recall and recognition.
  • c. social media engagement strategies: Analyzing tactics for increasing user interaction.
  • d. The effectiveness of storytelling in advertising: A comparative study of narrative techniques.
  • e. Exploring the role of humor in advertising: Effects on brand perception and purchase intention.
  • f. More Communications dissertation Topics

Retail Marketing Dissertation Topics:

  • a. Retail atmospherics: Investigating the influence of store environment on consumer behavior.
  • b. The rise of online grocery shopping: Factors driving consumer adoption and preferences.
  • c. Retail store layout optimization: Maximizing sales through strategic floor plans.
  • d. Customer loyalty programs in retail: Analyzing the impact on repeat purchase behavior.
  • e. Retail pricing strategies: Dynamic pricing vs. fixed pricing models in brick-and-mortar stores.
  • f. More Retail Management Dissertation Topics Ideas

Product Development and Innovation:

  • a. New product development process: Assessing the stages from ideation to market launch.
  • b. Consumer co-creation in product innovation: Engaging customers in the design process.
  • c. Technology adoption in new product development: The role of AI and machine learning.
  • d. Sustainable product innovation: Strategies for integrating eco-friendly features into products.
  • e. The role of market research in identifying innovation opportunities: A case study analysis.

International Marketing Dissertation Topics:

  • a. Standardization vs. adaptation: Developing global marketing strategies for diverse markets.
  • b. Cross-cultural marketing communication: Challenges and strategies for effective messaging.
  • c. Entry modes in international markets: Comparing joint ventures, franchising, and wholly owned subsidiaries.
  • d. Global branding strategies: Building a consistent brand image across different cultures.
  • e. The impact of political and economic factors on international marketing decisions: A comparative analysis.

Marketing Analytics and Big Data:

  • a. Predictive analytics in marketing: Forecasting consumer behavior using machine learning algorithms.
  • b. Customer lifetime value (CLV) analysis: Maximizing profitability through effective customer segmentation.
  • c. Sentiment analysis in social media marketing: Leveraging text mining techniques to understand consumer perceptions.
  • d. Marketing attribution modeling: Assessing the contribution of different touchpoints to conversion.
  • e. Big data and personalization: Customizing marketing messages based on individual preferences and behavior patterns.

Services Marketing Dissertation Topics:

  • a. Service quality and customer satisfaction in the hospitality industry: A case study of luxury hotels.
  • b. Relationship marketing in service industries: Building long-term customer loyalty through personalized interactions.
  • c. Managing service recovery: Strategies for turning dissatisfied customers into loyal advocates.
  • d. Technology adoption in service delivery: The impact of chatbots and AI assistants on customer experience.
  • e. Customer perceptions of service fairness: Exploring the role of price, process, and outcome fairness in service encounters.

Marketing in Emerging Markets:

  • a. Market entry strategies for multinational corporations in emerging economies: A comparative analysis.
  • b. Consumer behavior in emerging markets: Understanding unique cultural influences and preferences.
  • c. Distribution channel management in emerging markets: Overcoming infrastructure challenges and regulatory barriers.
  • d. Brand localization strategies: Adapting global brands to resonate with consumers in emerging markets.
  • e. The role of microfinance in promoting entrepreneurship and economic development in emerging markets.

Relationship Marketing Dissertation Topics:

  • a. Customer engagement strategies: Building emotional connections through social media and community platforms.
  • b. Customer loyalty programs: Assessing the effectiveness of points-based vs. tiered rewards systems.
  • c. Co-creation platforms: Engaging customers in product development and innovation processes.
  • d. Customer relationship management (CRM) systems: Enhancing customer interactions and retention.
  • e. The role of trust in buyer-seller relationships: Factors influencing trust formation and maintenance in B2B contexts.

Marketing in the Healthcare Industry:

  • a. Healthcare branding and patient loyalty: Strategies for building trust and preference in healthcare services.
  • b. Digital marketing in healthcare: Leveraging online platforms for patient education and engagement.
  • c. Pricing strategies for pharmaceutical products: Balancing affordability and profitability in healthcare markets.
  • d. Patient satisfaction and quality of care: Measuring and improving healthcare service delivery.
  • e. Healthcare marketing regulations: Compliance challenges and ethical considerations in pharmaceutical advertising.

Marketing and Sustainability:

  • a. Sustainable supply chain management: Assessing the environmental and social impact of sourcing decisions.
  • b. Green marketing communication: Strategies for promoting eco-friendly products and initiatives.
  • c. Consumer attitudes towards sustainable consumption: Identifying barriers and motivators for green purchasing behavior.
  • d. Corporate sustainability reporting: Evaluating transparency and accountability in CSR disclosures.
  • e. Circular economy initiatives: Reducing waste and promoting resource efficiency through innovative business models.

Marketing Strategies for Small and Medium Enterprises (SMEs):

  • a. Digital marketing tactics for small businesses: Maximizing online visibility and customer engagement on a limited budget.
  • b. Niche marketing strategies for SMEs: Targeting specialized market segments to gain a competitive edge.
  • c. Guerrilla marketing campaigns: Innovative and low-cost promotional strategies for SMEs.
  • d. Networking and relationship building for SMEs: Leveraging partnerships and alliances to expand reach and resources.
  • e. Brand differentiation strategies for SMEs: Creating unique value propositions to stand out in crowded markets.

Marketing Metrics and Performance Measurement:

  • a. Key performance indicators (KPIs) for marketing effectiveness: Identifying and tracking metrics that drive business growth.
  • b. Marketing ROI analysis: Evaluating the financial impact of marketing campaigns and initiatives.
  • c. Customer lifetime value (CLV) modeling: Predicting long-term profitability and optimizing marketing investments.
  • d. Marketing dashboards and reporting tools: Designing visualizations for monitoring and communicating marketing performance.
  • e. Benchmarking and competitive analysis: Comparing performance metrics with industry peers to identify strengths and weaknesses.

Luxury Brand Marketing Dissertation Topics:

  • a. Luxury brand storytelling: Crafting narratives that resonate with affluent consumers and reinforce brand prestige.
  • b. Experiential marketing in the luxury sector: Creating immersive brand experiences to drive emotional connections and loyalty.
  • c. Celebrity endorsements in luxury brand advertising: Assessing the impact on brand perception and consumer attitudes.
  • d. Sustainable luxury branding: Balancing environmental responsibility with the exclusivity and craftsmanship of luxury products.
  • e. Digital transformation in luxury retail: Innovations in e-commerce, omnichannel strategies, and virtual experiences for luxury brands.

Marketing in the Tourism and Hospitality Industry:

  • a. Destination marketing strategies: Promoting tourist attractions and experiences to target markets effectively.
  • b. Online reputation management for hotels and resorts: Monitoring and responding to guest reviews on review platforms and social media.
  • c. Tourist behavior analysis: Understanding the decision-making process and preferences of leisure travelers.
  • d. Event marketing in the tourism industry: Leveraging festivals, conferences, and cultural events to attract visitors and boost revenue.
  • e. Sustainable tourism marketing: Promoting responsible travel practices and supporting local communities and ecosystems.
  • f. More What are some good thesis topics in tourism marketing?

Marketing Education and Pedagogy:

  • a. Innovative teaching methods in marketing courses: Incorporating experiential learning, simulations, and case studies.
  • b. Digital marketing curriculum development: Integrating emerging trends and technologies into marketing education programs.
  • c. Assessing student learning outcomes in marketing courses: Designing effective assessments to measure knowledge and skills mastery.
  • d. Student engagement strategies in marketing classrooms: Fostering active participation and collaboration through interactive activities.
  • e. Cross-cultural marketing education: Addressing cultural diversity and globalization in marketing curriculum design and delivery.

General Marketing Dissertation Topics

Dissertation topics in marketing encompass a wide spectrum, from consumer behavior analysis to digital marketing strategies, offering students the opportunity to explore contemporary trends and address industry challenges through rigorous research and analysis.

By delving into these topics, scholars can gain valuable insights into market dynamics, develop innovative approaches, and contribute to the advancement of marketing theory and practice.

  • Analyzing the Role of Customer Reviews and Ratings in Online Purchase Decisions
  • Exploring the Impact of Pricing Strategies on Consumer Perceptions and Behavior
  • Investigating the Effectiveness of Loyalty Programs in Driving Customer Retention
  • The Role of Cultural Factors in International Marketing Strategies
  • Analyzing the Use of Artificial Intelligence in Marketing Personalization
  • Exploring the Effectiveness of Mobile Apps in Enhancing Customer Engagement
  • Investigating the Impact of E-commerce on Traditional Retailing and Consumer Behavior
  • The Influence of Gender Stereotypes in Advertising on Consumer Perceptions
  • Analyzing the Role of Social Proof in Influencing Consumer Decision-Making
  • Exploring the Impact of Celebrity Endorsements on Luxury Brands
  • Investigating the Effectiveness of Affiliate Marketing in Driving Online Sales
  • The Role of Corporate Social Responsibility in Brand Building
  • Analyzing the Use of Big Data in Marketing Strategy Development
  • Exploring the Influence of Brand Image on Consumer Brand Loyalty
  • Investigating the Impact of Customer Experience on Brand Advocacy
  • To study the impact of social media campaigns on consumer attitudes toward the brand
  • To evaluate the success of the Black Friday sale strategy to drive sales.
  • To what extent does influencer marketing facilitate the increase in sales?
  • A systematic literature review on factors influencing the buying decisions of Generation Z.
  • Impact of e-marketing on consumer decisions in the case of the luxury industry in the Middle East.
  • A comparison of traditional vs. digital marketing taking consumer’s perspectives.
  • Impact of technological disruption on marketing processes and activities.
  • How are search engines contributing to the success of e-commerce?
  • Impact of relationship marketing on consumer memberships and loyalty.
  • The extent to which loyalty schemes influence customer satisfaction in the retail industry.
  • Does technology-driven customer engagement lead to better customer satisfaction?
  • How do companies build brand equity through celebrity endorsement in the fashion industry?
  • Do customers respond differently to direct and digital marketing?
  • The extent to which belief, religion, and values have an impact on marketing in the world.
  • Impact of customer-centric marketing strategies in achieving sustainable growth.
  • How do the integration of the Internet of Things and automated services facilitate interactions to create optimal value?
  • The relationship between innovation, creativity, and strong brand image.
  • Examining the importance of social marketing for youngsters.
  • Implementation of game theory in successful branding.
  • The emerging role of social networking sites in redeveloping the brand image.
  • Is it necessary to use influencer marketing to achieve marketing goals?
  • The emerging concept of color psychology and its impact on marketing
  • Key factors to achieving sustainability differentiation in the Zero-zero-zero world. In the case of automobiles.
  • Role of Culture in the Relationship between consumer purchasing behavior and celebrity endorsements.
  • An evaluation of consumer preference trends in purchasing plant-based meat among non-vegans.
  • How are brands using manipulation tactics in the attention of more customer segments?
  • Are Instagram influencers successfully influencing the buying decisions of buyers?
  • How direct marketing strategies are influenced by consumer needs?
  • Are all global brands incorporating standardization strategies?
  • How does the local culture affect the marketing tactics of a food company?
  • Do loyalty cards contribute to boosting sales figures?
  • To what extent do corporate social responsibility goals influence the strategic objectives of a corporation?
  • How are marketers taking advantage of search engine optimization to increase traffic on sites?
  • Does effective content shared on social media influence the behavior of consumers?
  • How can Snapchat help small businesses grow?
  • To what extent do Instagram marketing and advertisements help in gaining customer attention?
  • Which factors trigger impulsive buying behavior?
  • What are the rural and urban marketing challenges faced by food companies?
  • Has the COVID-19 pandemic influenced the marketing tactics of corporations?
  • How did the COVID-19 pandemic affect the behavior and perceptions of consumers?
  • To what extent did COVID-19 influence the advertising of food companies?
  • What is the impact of brand image on consumer taste preference?
  • Analyze the shelf spacing competition of beauty products.
  • Evaluate the consumer decision-making model in the automobile industry of the United States.
  • Explore the impact of search engine optimization on the marketing performance of corporates.
  • How are hospitality businesses targeting Generation Y and Z customers?
  • Examine the impact of effective customer relationship management on customer retention.
  • How does humorous advertising affect consumer brand perception?
  • How can companies improve the commitment level of customers?
  • Evaluate the four-dimension approach to attitude measurement.

In conclusion, dissertation topics in marketing offer a rich landscape for scholarly exploration, allowing researchers to delve into consumer behavior, emerging technologies, and market dynamics. Through comprehensive analysis and innovative approaches, these topics contribute to shaping the future of marketing practice and theory, addressing the evolving needs of businesses and consumers alike.

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