MA Marketing 2006/07
Choosing Your Dissertation Topic
Dr Gretchen Larsen
Director of Studies
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Dr Gretchen Larsen
MA Marketing 2006/07
Marketing Topics
Marketing strategy
Branding
New product development
Advertising and promotion
Pricing
Distribution and logistics
Business marketing
Direct marketing
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Dr Gretchen Larsen
MA Marketing 2006/07
International marketing
Services marketing
E-marketing
Arts marketing
Consumer behaviour
Segmentation studies
Ethics and CSR
Group Research Themes
Consumer Research
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Symbolic consumption
Consumer rights and policy
Consumer ethnography
Ethical behaviour
Marketing Management and
Strategy
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Product deletion
Marketing knowledge
Flexibility
International market entry
strategy
Dr Gretchen Larsen
MA Marketing 2006/07
Corporate Identity and Branding
– Organisational brands
– Place branding
– Urban regeneration and brand
identity
– Global branding
– Stakeholder identity
Sectors
– Services: HE, arts, retail
– Not for profit: charities,
government & public sector
– Industrial and B2B
Example Dissertation Topics (1)
Branding Politicians: An Exploratory Approach
Consumption of Music and Gay Identity
Decision Making and Tourism Consumption: The Role of the
Internet
The Extent to Which Different Musical Genres Influence the
Recall of a Brand in a TV Commercial
Corporate Social Responsibility as Service Differentiation
An Investigation of Chinese Consumers’ Buying Motivations of
Skin Care Product
Developing a Model of Buyer-Seller Loyalty in the European
Automotive Industry: A Focus on Business Markets
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Dr Gretchen Larsen
MA Marketing 2006/07
Example Dissertation Topics (2)
Revealing the Potential of Brand Extension: Focus on Consumer
Experience Through Experiential Marketing
How Customer Relationship Management Affects Customer
Loyalty
Foshan City Branding: An Examination of Stakeholder
Perception and Evaluation of Marketing Communication of
Foshan Tourism
To Create and Retain Offline Brand Equity by Means of Internet
A Study of Relationship Marketing in Life Insurance Industry in
Taiwan: An Application of Commitment Trust Theory
A Study of the Attitudes of Hong Kong People Towards Soccer
Betting: An Application of the Theory of Planned Behaviour
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Dr Gretchen Larsen
MA Marketing 2006/07
Important Issues
• Knowledge and skills development
• Achievability
• Personal interest
• Future opportunities
• Congruency with research expertise of staff
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Dr Gretchen Larsen
MA Marketing 2006/07