MA Marketing 2006/07 Choosing Your Dissertation Topic Dr Gretchen Larsen Director of Studies 1 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 2 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 – – – – Symbolic consumption Consumer rights and policy Consumer ethnography Ethical behaviour Marketing Management and Strategy – – – – 3 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 4 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 5 Dr Gretchen Larsen MA Marketing 2006/07 Important Issues • Knowledge and skills development • Achievability • Personal interest • Future opportunities • Congruency with research expertise of staff 6 Dr Gretchen Larsen MA Marketing 2006/07
© Copyright 2024