Bachelor- und Master-Studenten sind herzlich eingeladen, ihre Abschlussarbeit am Institut für Marketing und Customer Insight zu schreiben. Wir bieten Studierenden grundsätzlich verschiedene Themen zur Bearbeitung im Rahmen einer Bachelor- oder Masterarbeit an.
Die ausgeschriebenen Themen finden Sie in der untenstehenden Liste. Sollten wir einmal kein passendes Thema ausgeschrieben haben, ist eine Initiativbewerbung möglich. Bitte machen Sie sich mit den Forschungsschwerpunkten unserer Professorinnen und Professoren sowie Doktorierenden vertraut und adressieren Sie mit Ihrem Proposal (siehe untenstehende Fragen) diejenige Person, die am besten zu Ihrem Forschungsvorhaben passt. Die Betreuung von frei gewählten Themen ist nur in begrenztem Umfang möglich.
Bevor Sie beginnen, stellen Sie bitte sicher, dass Sie die folgenden Anforderungen erfüllen:
Wenn Sie die oben genannten Anforderungen erfüllen, laden wir Sie ein, mit dem Bewerbungsverfahren fortzufahren.
Zielgruppe: MiMM- und SIM-Studierende
Sprache: Englisch
Zielgruppe: MiMM- und SIM-Studierende
Sprache: Englisch
There is hardly any other industry conveying emotions as well as sports. Companies are increasingly using sports sponsorship as a communication vehicle to transmit emotional, unique and unforgettable experiences. The communication tools must be distinctive and cut through the noise. However, the digitalization of business and society is also reflected in a digitalized „fan journey“. From booking tickets via app, watching sporting events online, or cashless payments at the venue, many digital elements can be distinguished. Therefore, rights holders work closely with sponsors to plan and implement digital activation measures. The understanding of digital activation in sports sponsorship is still relatively low, although companies describe it as an untapped potential. Hence, it is essential to gain knowledge on how companies can digitally activate their rights and brands.
Zielgruppe: Bachelor oder Master
Sprache: Englisch oder Deutsch
Prices as a signal for the value of a good or service are a central variable in the market economy. Therefore, it is crucial to understand the price-setting behavior of the different market players especially in highly competitive industries like electrical retail in order to remain successful and gain competitive advantage. Organizations need to be aware what considerations firms take into account to set their prices, how often and how they adjust prices. The research goal of this thesis is to work out approaches for price setting in the electrical retail industry in the DACH-region based on a systematic literature review and best practice examples.
Zielgruppe: MiMM- und SIM-Studierende
Sprache: Englisch oder Deutsch
In recent years, more and more omnichannel business models have been established in the electrical retail industry, which on the one hand create a seamless shopping experience across different channels for customers and on the other hand provide them with simplified access to product and price information. As a result, suppliers are challenged to adapt and rethink their strategic price management accordingly. The aim of this thesis is to compare different strategic approaches to price management of electrical retailers in the DACH-region and to provide an overview of how different retailers coordinate their prices (e.g. uniform or differentiated price strategy) across different channels.
Zielgruppe: MiMM- und SIM-Studierende
Sprache: Englisch oder Deutsch
Keywords: price differentiation, flat pricing, multi-part pricing, dynamic pricing, price transparency, price trust, customer loyalty, price fairness
Zielgruppe: MiMM- und SIM-Studierende
Sprache: Englisch oder Deutsch
The Buying Center Concept has been a major step in explaining organizational purchasing behavior (Johnston & Bonoma, 1981). While the research foundation for this concept is strong, in the past few years, marketing research has focused on new phenomena and concepts (e. g. Macdonnald, Kleinaltenkamp, & Wilson, 2018). With the acceleration of digitization not least due to Covid-19 in the past few months, there is urgent need to update our understanding of the buying center by integrating recent developments in marketing research and further analyzing the concept.
Zielgruppe: MiMM- und SIM-Studierende
Sprache: Englisch oder Deutsch
Intensive Zusammenarbeit mit dem Institut für Marketing & Customer Insight (Führungskräfteweiterbildung) sowie mit der Agentur Dr. Marc Rutschmann AG; qualitative Befragung von (Nicht-)Seminarteilnehmenden; Erstellen einer Kundenprozessanalyse; Herauskristallisieren von Magic Moments; kritische Evaluation
Zielgruppe: MiMM- und SIM-Studierende
Sprache: Englisch oder Deutsch
Most B2B decisions are buying center decisions – whether they involve equipment transactions, IT investment decisions, or the listing of cancer drugs in a hospital. Different models distinguish decision makers, users, influencers, gatekeepers and information selectors or expert and power promoters. The aim of the thesis would be to critically reflect the current state of the discussion in science and practice. Furthermore, it should be shown which strategies for influencing buying center decisions are successful in which situation.
Zielgruppe: MiMM- und SIM-Studierende
Sprache: Englisch oder Deutsch
Although marketers increasingly rely on customer data, firms have little insight into the ramifications of such data use and do not know how to prevent negative effects. Possible topics can be looked at from a psychological or economic point of view:
Privacy psychology: Which costumers see themselves as vulnerable in regards to misuse of data? What kind of data do customers see as “valuable” and why? What does the customer expect in exchange for his data?
Customer economy: How can we address cultural difference in customer’s privacy needs? How can we gather reliable customer data under GDPR? How can privacy be sustainably implemented into a company’s strategy?
Zielgruppe: Bachelor oder Master
Sprache: Englisch oder Deutsch
Wann und in welcher Form ist Marketing für Spitäler erlaubt? Welche besonderen Einschränkungen gibt es? Wie ist der Stand in der Praxis? Welche Graubereiche gibt es? Wie sind die Unterschiede im deutschsprachigen Raum? Besonderheiten für das Online-Marketing?
Zielgruppe: MiMM- und SIM-Studierende
Sprache: Deutsch
