Marketing Dissertation Topics
Published byat August 10th, 2021 , Revised On September 21, 2021
Marketing is a business-focused subject, so you’ll be exposed to much more than just creativity. You’ll learn how to set budgets, find new customers, enter international markets, and decide on prices or profits.
As a marketing student, you will be required to complete a marketing dissertation to complete your degree programme. Your dissertation topic can relate to branding, relationship marketing, online/digital marketing, marketing ethics, and any other field of marketing.
To help you get started with brainstorming for marketing topic ideas, we have developed a list of the latest topics that can be used for writing your marketing dissertation.
These topics have been developed by PhD-qualified writers of our team, so you can trust to use these topics for drafting your own dissertation.
Review step by step guide on how to write your own dissertation here.
You may also want to start your dissertation by requesting a brief research proposal from our writers on any of these topics, which includes an introduction to the topic, research question, aim and objectives, literature review along with the proposed methodology of research to be conducted. Let us know if you need any help in getting started.
You can review step by step guide on how to write your dissertation here.
Marketing Dissertation Topics for 2021
Research Aim: Due to intense competition in the UK retail sector, product packaging has gained significant importance concerning consumer purchase decisions. This research will focus on how product packaging (colour, shape, and other attributes) influences consumer purchase behaviour which in return increases or decreases the sales of the organisation.
Research Aim: The main purpose of the research is to analyze the impact of electronic marketing on consumer purchase decisions. Different modes of e-marketing will be assessed and based on the results of each e-marketing channel, the dissertation will be concluded. The focus of this research will be the UK luxury industry.
Topic 3: Analyzing the customer-centric marketing strategies in attaining competitive advantage for the firm and sustaining business success
Research Aim: In today’s competitive corporate world, organizations are formulating and implementing customer-centric marketing strategies. These strategies are devised, keeping in mind customer behaviour, customer pattern, customer preferences, customer trends, etc. Considering all these and many other customer-related aspects, companies assess what is successful for their business. This research will discuss the different characteristics of customers that should be studied and how formulating related strategies will help the company in gaining a competitive advantage and generating profits.
Topic 4: The role of information technology in revolutionizing marketer’s approach towards manipulative advertisement
Research Aim: The digital media or the digital world has provided a very effective and large platform for marketers to market and advertise their products. However, this platform can also be used to manipulate customers through deceptive marketing techniques. The main purpose of the research is to analyze the role of information technology in revolutionizing marketer’s approach towards manipulative advertisements. In addition to this, the research will also talk about how marketers use digital media channels to deceive customers who also harm the company’s reputation.
Topic 5: Assessing the impact of integrated marketing communication on consumer impulsive buying behaviour
Research Aim: Consumer impulsive buying behaviour has become an important phenomenon in today’s global world. Companies have been able to acquire a high market share through the impulsive buying behaviour of the consumer. Therefore, this research focuses on analyzing the impact of integrated marketing communication on consumer impulsive buying behaviour.
Research Aim: Digital Marketing has changed the face of marketing in today’s world. More and more companies are now adopting this new technique to gain a competitive edge over traditional marketing methods. This research will address the impact of different digital marketing channels on businesses and how each channel can help companies earn more.
Research Aim: With the emergence of digital marketing in the global world today, more and more companies are abandoning traditional marketing techniques. This research will compare traditional and digital marketing methods and present data over the past ten years. Through this data, a conclusive analysis will be conducted to determine which marketing is more successful in today’s times.
Topic 8: Studying customers’ responses to automated interactions in the services industry: How does it impact the business?
Research Aim: Many companies have now completely automated their business operations. They have streamlined standard responses given to customers. This research will mainly assess the impact of automated responses on customers, whether or not they impact them in terms of generating and converting leads, and ultimately how it impacts the business overall.
Topic 9: Capturing and analyzing the Voice of Customer (VOC) through Artificial Intelligence: How effective is the technology?
Research Aim: Voice of Customer (VOC) is not a new concept. Companies have been working and collecting data on it for the past several years. It is a method to gather customers’ feedback about their expectations and experiences with respect to your product or service. This research will focus on studying how companies gather, assess, and analyse this data through artificial intelligence and how effective it is for businesses. The research will utilize quantitative analysis to conclude whether or not this new technology and strategy is successful.
Topic 10: Online search queries – Can businesses benefit from them and better market their products and services?
Research Aim: Keyword targeting, search engine optimization (SEO), click trend, search trend, etc., are all ways to find how consumers search for a particular product, brand or website online. With more business being done online and with companies focusing more on online marketing, understanding online search queries have become crucial for the business’s success. This research will focus on the different ways through which companies can assess online search queries and whether or not they can benefit from them. Data from past years will be fetched and included to conduct authentic research and conclude accurately.
Also read: Management Dissertation Topics
Relationship Marketing Dissertation Topics
Relationship marketing is a form of marketing that focuses on long-term goals such as building customer loyalty and increasing customer retention. In relationship marketing, products are provided based on relationships and not traditional marketing. This type of marketing helps firms acquire more customers and build loyalty. The more loyal and satisfied a customer is, the more likely they are to make a purchase.
Under relationship marketing, the purchasing pattern, the contact details, and the entire profile of customers are maintained. Normally, firms assign executives to one or more major customers to maintain relationships and satisfy their needs. It is a very useful marketing tool and also an excellent topic to research on. You can choose a topic for your relationship marketing dissertation topic from any of the topics listed below:
Research Aim: This research will analyse how customer loyalty is determined, whether it is an attitude or behaviour. A comparative analysis, comparing different elements of attitudes and behaviours, will be conducted.
Topic 12: The usefulness of relationship marketing in the UK fashion industry: To what extent have organisations incorporated the club-style membership schemes for their customer and their impact on businesses?
Research Aim: This research will focus on one important aspect of relationship marketing – memberships. The research will revolve around the UK fashion industry and the impact memberships have on customers and business organisations.
Research Aim: This dissertation will assess how customer loyalty is impacted by relationship marketing. The main focus of this study will be Honda Motors, how the company maintains customer relationships.
Research Aim: This research will analyse whether or not loyalty schemes impact customer satisfaction. If yes, then the various means will be explored.
Topic 15: The interrelationship between switching costs and consumers' resistance to switching brand Loyalty
Research Aim: The relationship between costs and brand loyalty will be assessed in this research. This research will discuss circumstances under which customers decide to switch brand loyalty.
Topic 16:Loyalty schemes and their relationship with sales: An exploratory analysis of the UK retail industry
Research Aim: This dissertation will conduct an exploratory analysis to conclude whether or not there is a relationship between loyalty schemes and sales of companies.
Research Aim: The main focus of this research will be to study how ASDA maintains customer relations and whether they prove to be successful for the business or not.
Topic 18:Exploring the effectiveness of online marketing – Does digital marketing help companies build customer loyalty?
Research Aim: This dissertation will analyse how effective online marketing is for companies to help build and maintain customer loyalty. And whether online marketing can be used to build customer loyalty.
Research Aim: The UK tourism and hospitality industry will be assessed in this study for customer satisfaction. The dissertation will conclude to answer how the UK tourism and hospitality industry has maintained customer satisfaction.
Topic 20:Technology driven customer engagement – Does it lead to better customer satisfaction as compared to traditional engagement methods?
Research Aim: This dissertation will discuss how technology has impacted customer engagement. Furthermore, it will analyze how effective technology has been in driving customer engagement compared to traditional methods.
Branding Dissertation Topics
Branding involves creating a unique image and name for a product in the minds of the customers. This is done through creative advertising using a brand theme used consistently in all the advertisements. Branding also entails creating a unique logo and name for a distinguished product.
Some consumers compare prices before purchasing a product, but mostly a purchase is made by focusing on the quality of goods and brand loyalty. There is a misconception that branding is the same as marketing, but it can be distinguished based on the former being one of the fundamentals of marketing strategy.
For successful branding, there should be truthfulness and clarity in every phase through interaction with customers, which will in turn help improve the value and brand perception of a company.
Branding provides companies a competitive edge over other organizations and has proved to be a very popular topic for research among both undergraduate and postgraduate students. When looking to work on a branding related dissertation, you can choose from the dissertation topics below:
Research Aim: Innovation has a huge impact on brand equity. The same will be discussed in this research, with Apple Inc. as the main focus.
Research Aim: Celebrity endorsement is an excellent way to build brand equity. In this dissertation, the same will be discussed concerning the UK fashion industry or another country of your choice.
Research Aim: This study will talk about how advertisements shape brand attitudes. Evidence from the past five years will be presented to conclude whether advertisements impact the brand attitude or not.
Research Aim: The success of a brand marketing strategy depends on several factors. This dissertation will assess how important packaging is in a brand marketing strategy.
Research Aim: Branding has a huge impact on consumers. Competitors utilise this strategy to build customer loyalty. This research will compare two big rivals – Coca-Cola and Pepsi concerning branding.
Research Aim: The different types of branding strategies and their implementation process will be discussed in this study.
Topic 27:Analysis of the consumer: Comparative analysis between good quality products and brand loyalty.
Research Aim: This study will discuss how good quality products impact consumers and how it helps companies build brand loyalty.
Topic 28:Building, retaining and maintaining the brand image in the market – Studying MNCs in the UK industry
Research Aim: Brand image and reputation are something that companies should pay close attention to. This research will talk about leading MNCs and how they should build and retain the brand image.
Research Aim: Reliability is a huge factor in building a brand. With a specific focus on Toyota, this study will discuss how reliability impacts the brand.
Research Aim: This research will assess the effectiveness of online marketing in building brand awareness and equity.
Research Aim: Building a brand with the help of digital marketing will be discussed in this research.
Research Aim: Giving back to the community creates a positive image of the company. This research will discuss how fulfilling corporate social responsibility helps the company maintain its brand.
Also Read: Chanel’s Brand Identity and Personality
Direct Marketing Dissertation Topics
Direct marketing is a marketing phenomenon that involves direct selling to customers. This includes telephone selling, email selling, direct mail selling, etc. No retailer is involved in the process. The product/service flow includes only two parties, the company and the consumer.
Direct marketing allows businesses and non-profit organizations to communicate with customers directly. It relies on advertisements on the internet, television, or radio.
There are different types and forms of direct marketing, with internet marketing being the most popular. Online marketing helps companies to interact directly with their customers without any middleman. In this manner, companies can gain insight into customers, expectations, and feedback on the product/service.
Below is a list of topics that you can base your dissertation on under the direct marketing theme.
Topic 33:Loyalty schemes and direct selling – Does it help businesses to market directly to customers?
Research Aim: Loyalty schemes are an old but extremely effective marketing tool. This research will discuss and analyze whether direct marketing can be done through these schemes or not.
Research Aim: This study will highlight the unlawful and unethical ways companies adapt through digital marketing and how customers can protect themselves.
Research Aim: The main concept, theory, and framework of direct marketing will be discussed and analyzed in this research. The effects and implications of direct marketing will be the main focus of this study.
Research Aim: Direct and digital marketing will be compared and analysed in this research. Their responses will then be evaluated as to which one is the most effective.
Topic 37:The relationship between the duration of a voice message on the success of Tele-marketing? A case of Mobile Industry.
Research Aim: Telemarketing is a successful marketing tool. This research will study the relationship between the duration of a voice message and its success for companies operating in the mobile industry.
Topic 38:Developing a marketing information system for direct marketing: Analysing its effectiveness
Research Aim: A marketing information system is extremely essential for companies today. This research will discuss how a marketing information system can be developed and how effective it is for direct marketing.
Topic 39:The role of business and artificial intelligence in direct marketing – How can companies gain advantage?
Research Aim: Artificial Intelligence is the big thing in the marketing industry these days. Incorporating it into your business for marketing will help you achieve a competitive advantage. The same will be studied and evaluated in this research.
Topic 40:Internet marketing as a direct marketing technique – Assessing its effectiveness and profitability
Research Aim: Internet marketing can be used a direct marketing technique. This research will assess how effective and profitable this technique can be for businesses.
Topic 41:Protecting consumer data and privacy in direct marketing techniques – Evaluating its importance.
Research Aim: Companies do not pay much attention to customer privacy. This research will discuss how direct marketing can help companies protect customer data and privacy.
Marketing Across Cultures Dissertation Topics
Every culture is different. Thus, what is acceptable in one, may not be acceptable in the other. This is why firms must adopt different techniques while operating in different cultures. Before introducing any product, it is extremely important for companies to analyse the cultural aspect of the market.
This has become a very important and deciding factor for the successful operation of a business. Cultures have a deep impact on consumer behaviour, and it plays a key role in shaping the buying behaviour as well as the attitude of the customer.
There is no doubt that this marketing aspect is worth some research. Some intriguing and current dissertation topics in the field of cultures and marketing are given below:
Topic 42:Impact of culture on the trading Market: A Case of General Motors through an analysis of the imports and exports.
Research Aim: Marketing is based on different cultures. This research will discuss the impact of culture on the trading market, focusing on general motors’ imports and exports.
Research Aim: Language is an important element of a culture. This study will research and analyze whether or not the language impacts a brand and will utilize Coca-Cola as its main focus.
Topic 44:Amalgamating and assessing the regional differences within the national culture of marketing
Research Aim: This research will study the various regional differences that exist in the marketing culture and how they impact businesses.
Research Aim: Different cultures have a different impact on society. This research will conduct a cross-cultural analysis to understand how culture impacts marketing strategies
Topic 46:Cross-Cultural marketing and how it impacts a business – A specific focus on the FMCG Sector
Research Aim: Cross-cultural marketing is utilised by companies operating in different cultures. This research will talk about how cross-cultural marketing is formulated, devised, and implemented in the FMCG Sector and whether it is successful for the company or not.
Research Aim: There can be many cultures in one market. Thus, it becomes challenging for companies to market their product according to cultures. This research will assess this issue by focusing on two different cultures.
Topic 48:Application of marketing mix in a culturally diverse society: Assessing any two different cultures
Research Aim: There can be many cultures in one market. Thus, it becomes challenging for companies to market their product according to cultures. This research will assess this issue by focusing on two different cultures.
Research Aim: Companies cannot utilise similar marketing techniques for different cultures. This research will assess how this act can lead to the failure of businesses.
Research Aim: This research will talk about how various cultural differences impact supermarkets operating in the United Kingdom.
Also Read : Fashion and Culture Dissertation Topics
Online Marketing Dissertation Topics
When marketing evolved from traditional to online or digital marketing, it was observed that all the rules that traditional marketing followed were no longer useful. The needs and demands of the market had changed, thus online marketing emerged. Digital marketing has been a game-changer in the field of marketing.
New tools, new rules, and new methods have set the marketing game field. Every player entering the business world needs to be well versed with all these new aspects or else it can go out of business quickly.
Online marketing helps business organisations to understand and evaluate customer’s responses to a particular marketing strategy very efficiently. So businesses are now aware of their customer behavior, trends, what they look for in a product, what are they interested in, etc.
However, while collecting and storing all this customer information, organisations need to ensure the privacy of their consumers to avoid losing their trust. Companies are now in an era where they can efficiently interact and engage their consumers.
Based on their responses, they can devise subsequent marketing strategies. Online marketing is now a powerful marketing tool as it allows organizations to develop specific strategies to suit the needs of their consumers.
The field of digital marketing is worth the research. You can spend hours learning about this facet of marketing, and still will be left with the urge to learn more. Some interesting topic suggestions are given below if you want to base your dissertation on online marketing.
Topic 51:How online marketing impacted the retail sector during the covid-19 pandemic? - Entering the field of internet marketing
Research aim: This research will aim to discover the impact of the covid-19 pandemic on the performance of the retail sector in any country of your choice. How did the retail stores move to online marketing to overcome the losses?
Topic 52:Organizations and their use of personalized products: How do companies decide who to market?
Research Aim: There are times when companies launch personalised services or products for a specific group of customers. To identify this need, traditional research is not useful. Customers do not want to give out this type of information. With online marketing and its various tools, companies can now gather this data. This research will delve deep into how that happens.
Research Aim: The main focus of this research will be to understand how the retail sector is impacted through online marketing and its role.
Research Aim: Online marketing tools are extremely powerful. Various tools will be discussed and analyzed in this research to conclude how well they perform.
Research Aim: With the ease of gathering data, online marketing and tools can also lead to hate speech from customers. This research will evaluate different ways through which companies can overcome this issue.
Research Aim: The different types of research, search, purchasing, and comparing attributes undertaken by customers will be assessed in this study. Moreover, their impact on business will be studied.
Research Aim: Different marketing tools will be analysed and studied in this research. They will be assessed based on their effectiveness concerning sales.
Research Aim: Online and offline marketing are extremely different. This research will analyse how customers behave differently in an online marketing setting as compared to an offline marketing setting.
Research Aim: Online marketing utilises different appearance and visual effects to attract customers. This research will analyze how effective these techniques are for the company.
Topic 60:Websites and E-commerce – Do they influence customer behaviour? A case study of the UK fashion industry
Research Aim: With online marketing, it is essential that you have a website and an online store if you’re selling products. The impact of both website and e-commerce on marketing in the UK fashion industry will be assessed.
The 4Ps (Price, Product, Promotion, Place) of Marketing Mix Dissertation Topics
Price, product, promotion, and place are also known as the four pillars of marketing. Referred to as the marketing mix, these four components help companies decide on a product and/or marketing strategy.
These four factors (4Ps) are the key ingredients of a successful marketing strategy since they allow for an in-depth analysis of the market and marketing strategies concerning any particular product. The companies analyse the culture, the product itself, and the pricing of other similar products to gain a competitive edge for their business and production processes.
To understand more about these components and how they impact businesses, you can research this area. Some relevant topics in this area of marketing are listed below for you to base your dissertation on:
Research Aim: Location has a great impact on the company’s sales and marketing efforts. This research will assess how impactful location is for customers by comparing Starbucks located in the US and the UAE.
Research Aim: Companies usually price their product to competitors to stay relevant and to help their products succeed. This research will analyze how competitors price their products by assessing the pricing strategies of Coca-Cola and Pepsi.
Research Aim: Promotions are an effective way of selling products. This research will study the point of purchase promotion and its impact by focusing on ZARA.
Research Aim: The packaging of a product has a huge impact on the buying and purchasing decisions of customers. This research will conduct an exploratory analysis to understand this impact.
Topic 65:International pricing strategies and their Impact on the Brand Image: A Case Study of iTunes
Research Aim: Pricing strategies may or may not differ in different locations. This research will analyze whether iTunes has gained or not by its pricing strategies in different locations.
Research Aim: Prices vary in different settings. This research will study the price strategy adjustment in online and offline marketing.
Research Aim: Word of mouth and online reviews have proved to be extremely effective marketing tools in recent times. These components concerning the marketing mix will be studied in this research.
Research Aim: A variety of marketing promotion techniques exist. This research will talk about the different online and offline promotional tools and how they impact brand image.
Topic 69:Impact of Traditional Promotions vs Social Media Promotions – Analyzing Burberry’s Promotional Campaigns
Research Aim: Social media promotional campaigns gain a lot of traction. With a specific focus on Burberry’s promotional campaigns, this research will analyse traditional and social media campaigns.
Research Aim: Of different pricing strategies, premium pricing strategies are adopted for luxury products. The effect of this type of pricing strategy on luxury products (Apple products) will be analyzed in this study.
Research Aim: Culture has a huge impact on the marketing efforts of a company. This research will talk about the various cultural values and how they impact the promotional activities of businesses.
Topic 72:Placing Products in a Central Location and Ease of Access: Assessing its Impact on Customers
Research Aim: Location affects the sales of products and services. This research will assess the impact of customers when products are placed in a central location and when they are offered ease of access.
Research Aim: Celebrity endorsement is a highly effective way to increase sales. A comparative analysis between celebrity endorsement done by Nike and Reebok will be evaluated in this research.
Research Aim: Customers may or may not change their perception after marketing promotion efforts. This research will discuss whether promotions can change perceptions or not.
Research Aim: Products marketed towards children are tricky to market. This research will study whether including a cartoon character to attract children helps businesses or not.
Marketing and Consumer Psychology Dissertation Topics
Marketing is fundamentally based on consumer behavior. Studying consumer behaviour helps businesses understand the customer in a better manner. Not only this, but it also helps them to improve their marketing strategies by understanding the problems of a consumer with a specific focus on their perception of products. It is very important to understand the psychology of consumers and the various influences that the environment may have on their psychology. Studying these behaviors and patterns helps companies understand how they should target their customers and what aspects they should focus on.
Consumer psychology comes in very handy for online marketing. When marketing digitally, companies have little or no information regarding their consumers. Thus, understanding their way of thinking, their behavior, their buying patterns, trends, etc., helps businesses understand what the customer actually expects.
The study of consumer behaviour is very interesting and therefore provides an ideal topic for dissertations.
Topic 76:An investigation of consumer psychology and perceptions and their impact on marketing fashion products
Research Aim: Consumer psychology and their perceptions will be evaluated in this research. These two factors concerning the marketing of fashion products will be assessed.
Research Aim: Consumer knowledge influences their buying or purchasing decision. This research will talk about how this knowledge and its impacts the marketing decisions of a company.
Research Aim: Consumers cannot be tricked. They are aware of when companies utilize techniques or tools to create a negative image of other companies. This research will talk about such techniques and their impact on consumers.
Research Aim: This research will investigate the attitude of customers shopping in-store (physical stores) versus customers shopping online (digital stores). Walmart’s customers will be the focus.
Research Aim: Customer psychology will first be discussed in this research. Then, the research will talk about how effective marketing strategies will be devised.
Research Aim: This research will discuss consumer behaviour when customers opt for luxury products, i.e. what drives them to purchase high-priced products.
Research Aim: Companies should always measure consumer response to assess their marketing activities. This research will discuss different ways through which customer response to new products launched by nestle is assessed.
Research Aim: Every customer likes to purchase products at discounted prices. This research will discuss consumer perceptions concerning discounts, sales, and promotions when purchasing products.
Research Aim: This research will analyse the various ways through which companies can create profitable relationships with customers.
Research Aim: There are different reasons for switching a brand or abandoning it completely. These reasons will be the main focus of this research, and customer perceptions will also be studied.
Marketing and Social Networks Dissertation Topics
Social networks (Facebook, Linked In, and Twitter) have played a decisive role in using the internet and making online purchases. Companies need to understand these social networks and tools from a marketing perspective in today’s business world. Businesses that do not make use of the different social media platforms are completely out of the race.
This is the power of social networks in today’s corporate world. Not only is it competitive, but these networks also help companies interact with their customers and gain feedback in real-time.
This means that they can launch a product, post and market it on social networks, and assess customer reaction. Companies have done really well by utilizing these platforms, and it is extremely necessary for all businesses to have a social media presence and interact with customers.
However, it should be noted that there are various challenges faced by organizations using social media as a tool to market their products and services. Social media can make or break things for businesses.
If done right and if the accounts are handled appropriately, there is nothing that can stop the business from achieving success. However, one small mistake can cause a lot of trouble for the company. The backlash on social media is extreme, and the company will have to spend months to bring back its reputation.
Thus, considering the challenging nature of these platforms, it is interesting to conduct researches and studies around various related topics. The following is a list of topics that can be undertaken as a part of social networks and marketing dissertation:
Research Aim: The research will explore the various events in Indian film history that have allowed it to become a global sensation. The paper will analyse its market-driven triumph against Hollywood imports starting from the 1930s. The paper will also examine the nationalist social views of films produced in Bollywood during the 1950s.
Research Aim: Social media marketing is the new trend. But does it really reap results? This will be the main focus of this research, and the results of online marketing and traditional marketing methods will be compared.
Research Aim: Social media not only helps in networking and connecting people but also enables companies to get in touch with their customers. This research will talk about companies use it as a medium to build relationships with their customers.
Research Aim: Social media trends are followed by everyone. This research will discuss how these trends are shaped and how it influences the buying and purchasing decision of customers.
Topic 90:How businesses gather Information from social media: A deep insight into customer privacy concerns
Research Aim: A lot is argued about the loss of privacy and data for online customers. This research will investigate the various ways data is collected online and whether or not there are data security breaches.
Research Aim: Consumer perception regarding social media marketing will be assessed in this research. Moreover, the impact of this perception on the brand image will be evaluated.
Topic 92:Is Banner advertisement a good idea in social media marketing? A global comparative analysis
Research Aim: Online Banner advertisements are utilized by almost all companies in the market. This research will discuss various banner advertisement campaigns and their effectiveness.
Research Aim: The traditional marketing mix does not take into consideration online marketing. This research will talk about the importance of online and social media marketing in the corporate world today and the role of online stores in the marketing mix.
Topic 94:Why is there more focus on the use of Facebook for marketing rather than other platforms for social media marketing?
Research Aim: Facebook advertising is considered the most powerful amongst all other social media marketing tools. There are various reasons due to which Facebook is considered a powerful tool. All these will be discussed, analyzed, and evaluated in this research.
Marketing Ethics Dissertation Topics
Marketing Ethics Dissertation Topics
Marketing ethics is a thought-provoking issue in the field of marketing. Where marketers are making efforts to run effective and profitable marketing campaigns for their companies, they should also consider that marketing ethics are considered.
The continuous evolution of customer’s attitudes and the power of media has a significant impact on businesses throughout the world. People nowadays are more concerned about the company’s ethical behaviour and the use of ethics employed by their marketing experts.
are more concerned about their corporate social responsibility programs and the values of society. Companies must run various social corporate responsibility campaigns, through which they not only create a good reputation but also give back to the community.
These campaigns indeed help businesses to build a reputation and become a preferred brand for consumers. Acts such as animal cruelty and the use of prohibited products hit hard and a company can lose its long-built strong reputation in a matter of minutes.
There are various ethical concerns that organisations must abide by in order to have a successful operating and marketing campaign. A dissertation on marketing ethics can be based on any of the following topics:
Research Aim: Corporate and marketing ethics are extremely important for companies. This research will talk about what customers expect from the company regarding ethics and how it shapes their perceptions.
Topic 96:Impact of unethical behaviour of an organisation on sales: Studying unsuccessful marketing campaigns
Research Aim: Unethical organizational behaviour leads to unsuccessful marketing campaigns. The main focus of this research will be the unethical behaviours undertaken by companies and how it adversely affects their sales.
Topic 97:How firms mislead people to enhance product sales and the effect this has on their business
Research Aim: A number of companies mislead their consumers only to enhance their sales. This research will discuss the different ways through which companies mislead people and the impact it has on their business.
Research Aim: When operating in a country, companies have to abide by the laws, rules, and regulations set out by the government. This research will talk about how these laws and regulations shape the business environment.
Research Aim: This research will discuss whether or not ethical business operations have an impact on brand loyalty or do consumers continue to buy from companies who operate unethically.
Research Aim: Online marketing has its own rules. Companies have to abide by spam laws, or else they will be blacklisted. These rules and how companies should abide by them will be analyzed in this study.
Research Aim: Companies have a responsibility to fulfill. They have to give back to the community, thus operate with corporate social responsibility. This research will discuss whether or not marketing ethics are directly related to corporate social responsibility.
Topic 102: Building company reputation and brand equity through various corporate social responsibility initiatives
Research Aim: The main focus of this research will be to explore whether or not corporate social responsibility initiatives build company reputation or brand equity.
Research Aim: This research will explore whether cause-related marketing has an impact on consumer purchase decisions or not.
Research Aim: Consumers can boycott a company based on a variety of reasons. This research will discuss the different reasons why consumers boycott and how it impacts public relations, with a special focus on Shell and Nestle.
As a student of marketing looking to get good grades, it is essential to develop new ideas and experiment on existing marketing theories – i.e., to add value and interest in the topic of your research.
The field of marketing is vast and interrelated to so many other academic disciplines like civil engineering, construction, law, and even healthcare. That is why it is imperative to create a marketing dissertation topic that is articular, sound, and actually solves a practical problem that may be rampant in the field.
We can’t stress how important it is to develop a logical research topic; it is the basis of your entire research. There are several significant downfalls to getting your topic wrong; your supervisor may not be interested in working on it, the topic has no academic creditability, the research may not make logical sense, there is a possibility that the study is not viable.
This impacts your time and efforts in writing your dissertation as you may end up in the cycle of rejection at the very initial stage of the dissertation. That is why we recommend reviewing existing research to develop a topic, taking advice from your supervisor, and even asking for help in this particular stage of your dissertation.
While developing a research topic, keeping our advice in mind will allow you to pick one of the best marketing dissertation topics that fulfill your requirement of writing a research paper and add to the body of knowledge.
Therefore, it is recommended that when finalizing your dissertation topic, you read recently published literature to identify gaps in the research that you may help fill.
Remember- dissertation topics need to be unique, solve an identified problem, be logical, and can also be practically implemented. Take a look at some of our sample marketing dissertation topics to get an idea for your own dissertation.
How to Structure your Marketing Dissertation
A well-structured dissertation can help students to achieve a high overall academic grade.
- A Title Page
- Abstract: A summary of the research completed
- Table of Contents
- Introduction: This chapter includes the project rationale, research background, key research aims and objectives, and the research problems to be addressed. An outline of the structure of a dissertation can also be added to this chapter.
- Literature Review: This chapter presents relevant theories and frameworks by analysing published and unpublished literature available on the chosen research topic, in light of research questions to be addressed. The purpose is to highlight and discuss the relative weaknesses and strengths of the selected research area whilst identifying any research gaps. Break down of the topic, and key terms can have a positive impact on your dissertation and your tutor.
- Methodology: The data collection and analysis methods and techniques employed by the researcher are presented in the Methodology chapter which usually includes research design, research philosophy, research limitations, code of conduct, ethical consideration, data collection methods, and data analysis strategy.
- Findings and Analysis: Findings of the research are analysed in detail under the Findings and Analysis chapter. All key findings/results are outlined in this chapter without interpreting the data or drawing any conclusions. It can be useful to include graphs, charts, and tables in this chapter to identify meaningful trends and relationships.
- Discussion and Conclusion: The researcher presents his interpretation of results in this chapter, and states whether the research hypothesis has been verified or not. An essential aspect of this section of the paper is to draw a linkage between the results and evidence from the literature. Recommendations with regards to implications of the findings and directions for the future may also be provided. Finally, a summary of the overall research, along with final judgments, opinions, and comments, must be included in the form of suggestions for improvement.
- References: This should be completed in accordance with your University’s requirements
- Appendices: Any additional information, diagrams, graphs that were used to complete the dissertation but not part of the dissertation should be included in the Appendices chapter. Essentially, the purpose is to expand the information/data.
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As a computer networking student, you have a variety of networking topics to choose from. With the field evolving with each passing day.