Bibliothek HSG

Bachelor & Master Theses

We offer a range of exciting marketing topics for bachelor's and master's theses and provide complete supervision, from the choosing of a subject through to submission.


Students can find the topics in the list below. If we do not have a suitable topic advertised, a proactive application is possible. Please familiarize yourself with the research areas of our professors and PhD students and address your proposal (see questions below) to the person who best fits your research project. Supervision of topics from outside this list is possible only to a limited extent.

Before you begin, please make sure that you fulfill the following requirements:

  • Make sure you know and comply with the rules and regulations of the Dean’s Advisory Office concerning your specific program.
  • Be ready to start working on your thesis (more than 50% share of work time per week) within the next three months.
  • Be willing and actively plan to complete your thesis within nine months after you’ve started your work.

If you fulfill the above requirements, we invite you to continue with the application process.

Most exhibition companies use a very conventional pricing structure (usually based on m2). What more innovative options are there – and which trade fair companies are pursuing such approaches (e.g. price differentiation by location, benefit-oriented pricing, success-oriented pricing, etc.)? How could new pricing models be implemented?

To effectively measure a complex marketing mix, various methodologies such as multi-touch attribution, marketing mix modeling, or experiments can be utilized. For a comprehensive understanding of key performance indicators (KPIs) and optimal channel or budget adjustments, adopting a blended methodological approach might also be beneficial.

Below are some potential research questions to consider when exploring the effectiveness of integrated marketing performance management. You may choose to address any number of these questions:

Prevalence and Effectiveness of Integrated Marketing Approaches:

  • How common are integrated marketing performance management approaches in DACH or CH firms?
  • What levels of satisfaction do they achieve, and how do they enhance marketing effectiveness? How can companies blend different methods?

Multi-Touch Attribution Analysis:

  • What are the best practices for multi-touch attribution?
  • What limitations does this approach face?

Marketing Mix Modeling Insights:

  • What factors contribute to the satisfaction levels of marketing teams using marketing mix modeling?

Role of Experiments in Performance Management:

  • What types of performance management experiments are available (e.g., Geolift experiments), and how do they complement other approaches?

For a master thesis, we offer the possibility of conducting and developing a customer journey analysis for an accounting start up. The customer journey analysis (for several personas) is to be scientifically sound and must consider personas and their usage behavior.

The identity of the company will be revealed to the student conducting the research. Furthermore, the IMC can facilitate contact with the relevant people of the company.

Als Einzelunternehmer ist es nicht leicht seine Ressourcen effizient einzusetzen. Im Rahmen einer Bachelorarbeit soll die aktuelle Situation und das Potenzial eines Einzelunternehmers in der Schmiedeindustrie ermittelt werden. Der Schmied fertigt hochwertigste Küchenmesser im höheren Preissegment mit Leidenschaft und in Handarbeit an.

Potenzielle Ausrichtungen der Arbeit können sein:

– Wie kommt man gezielt und ressourcenschonend an neue Kunden?
– Wie finden Kunden den Weg zu dem Einzelunternehmer?
– Wie kann der Einzelunternehmer meine bestehende Kundschaft nachhaltiger pflegen?

For a master thesis, we offer the possibility of empirically developing a marketing plan for a veterinary company. The company has several sites and specializations as well as an e-shop and a cat hotel. The marketing plan is to be scientifically sound and should cover marketing instruments and channels, as well as further ideas such as telemedicine / online consultations and commercialization of USPs such as dietary consultations, laparoscopic neutering, MRI etc.

The master thesis should develop a scientifically sound and comprehensive concept for the company’s marketing. The identity of the company will be communicated to the student doing the thesis. Furthermore, the IMC can establish contact with the relevant employees of the company.

Sign-up process:

  1. Fill out the form below: This form requires you to write a first draft of your outline. To ensure a successful outcome, we ask you to take enough time to do this and follow our guidelines.
  2. Confirmation e-mail: As soon as you submit your details you will receive a confirmation email.
  3. Feedback on the Evaluation: You will receive feedback on your outline, including the decision on whether or not we will supervise your thesis. Please bear in mind that we cannot accept all applications since we have limited capacity.
  4. Appointment: hould you receive positive feedback: meeting & completion of your outline. As a general rule, “feedback” takes the form of an invitation to a personal appointment with your future supervisor. After this meeting, you will revise and resubmit your outline draft along with your filled-out and signed sign-up sheet (see Dean’s Advisory Office web pages) via email to your supervisor. We will print out your registration form, physically sign it and return it to you so that you can submit it to the Dean’s Advisory Office. On request, this can also be done by email.
Porträt Katja Söllner


Katja Söllner
Seminar- & Event Organization / Assistant to Prof. Dr. Sven Reinecke