A Guide for Choosing Marketing Dissertation Topics

Marketing is one of the popular subjects pursued by many people nowadays. It is a business-focused career exposing more than just creativity. In this field, students learn about:

• Finding new customers
• Setting budgets
• Deciding profits and prices
• Entering international markets and more

Thanks to the popularity of marketing, it is now a hot choice for a doctoral degree. As a result, writing a marketing dissertation has become necessary for several students. However, coming up with a fresh idea in marketing is not that easy. Additionally, you may get frustrated with the idea of writing a long dissertation.

Choosing the right topic is quite challenging. And coupled with not knowing how to write or structure a dissertation, the entire process becomes difficult and frustrating. Yet, it is important to pick an intriguing topic for your marketing dissertation if you want to impress your supervisor and professors. Are you wondering how? Let’s look at it!

How to Pick the Right Topic?

When considering marketing dissertation topics, choose one relevant to the existing literature in the dedicated area. It is not a good idea to write about something no one has written about because you will be unable to find any credible material to build your manuscript.

When you think about a good dissertation for a marketing Master or PhD, always think about data. If you’re unable to get enough information, it will get tough to finish your dissertation efficiently. So, consider taking credible academic topics related to the marketing field and look for research gaps.

This way, you can find good topics. However, finding research gaps in the literature is not so easy, which cause a lot of people to look for academic experts.

Marketing Dissertation Topics for Students

To assist you, we have discussed below some marketing topics you can use for your dissertation writing:

• Branding
• Relationship marketing
• Direct marketing
• International marketing (including influencer marketing)
• Digital marketing
• Online marketing
• Mobile marketing
• Marketing mix
• Social networks
• Marketing ethics

These are some highlighted areas you can work on. Given below are some specific topics from these marketing niches:

1.      Branding Dissertation Topics

Branding is a company’s commitment to its clients. It refers to a large body of literature investigating how businesses can use their brand names to gain a competitive advantage through brand equity, extensions, global brand management, etc. The following topics can be covered in marketing dissertations on branding:

1. Do consumers really understand the brands’ value? The case study of McDonald’s vs Starbucks
   
2. An investigation into the link between brand equity and perceived risk: A comparison of supermarkets in the United Kingdom
   
3. Is it possible to transmit a brand’s image from one industry to another? The case of Virgin Cola in the UK
   
4. The Body Shop case study to find how companies use corporate social responsibility to create brand equity
   
5. How social media marketing can attract customers for small companies
   
6. Targeting ethnic markets: The case of Indian food customers in the UK supermarket sector
   
7. How does the importance of intangible and tangible brand values differ across product types?
   
8. Do leading brands have products that appeal to diverse customer segments?
   
9. What effect does innovation have on consumer brand resonance? A case study of hospitality brands forced to modernise due to COVID-19

2.      Culture and Marketing Dissertation

Cultural considerations can influence how marketers interact with customers regarding certain products or services. With the increasing competition of business, companies must pay closer attention to how national culture influences consumer behaviour and reactions to various types of marketing communication.

In addition, marketing across cultures is becoming increasingly important in business thanks to brand expansion. This provides an excellent foundation for your marketing dissertation.

1. How can language impact brand identity? The case study of Coca-Cola in the People’s Republic of China
   
2. What is the impact of culture on marketing communications? Coca-Cola in India is a case in point
   
3. How do innovation and culture affect the market performance of Chinese SMEs?
   
4. Strategies for banks to improve customer satisfaction and profit margin by implementing a pricing strategy?
   
5. How do big supermarkets in Switzerland overcome language barriers?
   
6. Native advertising’s effectiveness in the United Kingdom, China, and the United States is being investigated
   
7. How does national culture describe Scottish whiskey sales dominance in the global whiskey market?
   
8. How is globalisation affecting Toyota’s global operations’ organisational culture?

3. Relationship Marketing Dissertation

Relationship marketing focuses on long-term customer engagement instead of purely transactional means. This allows businesses to acquire customers while also retaining their loyalty.

Therefore, it is an essential part for modern businesses on which to base your marketing dissertation with a wide range of topics:

1. What are the expectations and motivations for businesses to use loyalty programs to attract customers in the long run?
   
2. How can businesses use social media to build customer relationship marketing successfully?
   
3. Analysing the importance of personalisation and customisation in digital relationship marketing in the age of COVID-19
   
4. Challenges small companies face when adopting social media for enhancing customer loyalty
   
5. Exploring the efficiency of customer service chatbots – frustrating or helpful?
   
6. Why and how can relationship marketing be used to attract new customers via social media
   
7. Are we going to switch costs effective barriers to customer retention in the airline industry?
   
8. Can luxury goods retailers prevent customers from switching by offering a one-of-a-kind set of products and services?
   
9. How does Amazon.com justify charging a premium for its diverse set of products and services?

4. Mobile Marketing Dissertation

Mobile marketing has emerged as an effective marketing medium for communication. Large corporations now strive to attract new customers and retain existing ones in both conventional and non-traditional ways. Such brands include:

• Nintendo
• Coca-Cola
• MTV
• New Labour
• Lastminute.com, and others

With the reduction of mobile phone tariff barriers and the increased use of mobile phones for Web browsing, this medium has become intensely important to marketers. The following are some ideas for dissertation topics in the field of mobile marketing:

1. Can mobile marketing techniques be used to create a strong brand image?
   
2. How can marketing executives encourage consumers to accept mobile marketing?
   
3. What is the significance of timeliness in mobile marketing communications?
   
4. What are the aspects that influence the spread and success of mobile marketing?
   
5. How can the customer relationship management (CRM) tool enhance customer loyalty regarding mobile marketing?
   
6. How can managers drive consumer acceptance of mobile marketing?
   
7. The advantages and disadvantages of pushing and pulling mobile marketing strategies
   
8. How does authorisation marketing affect mobile marketers when creating and implementing international marketing campaigns?
   
9. What do customers expect from mobile marketing communication?

5. Digital Marketing Dissertation

Digital marketing is the future of the sales industry. The increase in online sales and widespread e-commerce encourage experts to offer strategies to enhance sales in the digital era.

But unfortunately, old-fashioned strategies and techniques are obsolete as they usually don’t address consumers and the company’s needs anymore. So, here is a great pool of digital marketing dissertation ideas:

1. Influencers and celebrities: can they change the online marketing game?
   
2. Investigating customers’ psychology and its role in terms of digital marketing
   
3. How can social media impact consumers’ behaviour?
   
4. Affect of marketing on landing pages – what needs to be avoided or included?
   
5. The rise of innovative technologies: How can smart devices assist businesses in increasing sales?
   
6. Pop-up ads: are they effective?
   
7. What is the optimal ratio of customer interaction with employees and machines to boost sales?

6. MBA Dissertation

Your MBA is a crucial component in your professional development. It opens the door to exciting opportunities and has the potential to change your life. Thus, you must select the best marketing dissertation ideas for your thesis.

Choosing a topic to highlight your image as an expert is important to educate others. It also provides a competitive advantage when applying for your dream job.

You should also concentrate on a hot topic where your research can be useful to readers and other researchers. If you’re still struggling in finding an outstanding topic, here are some suggestions for you:

1. How do consumers react during economic downturns?
   
2. Fundraising and charity marketing – what are people’s opinions?
   
3. What must management do in the event of a boycott?
   
4. Word of mouth – how important is it for a company’s success?
   
5. The impact of credit cards on spending and retail marketing
   
6. What is the difference between offline and online prices for goods, and how are businesses responding to this challenge?
   
7. Gender and age: How do they influence purchasing?
   
8. Ponzi schemes: How do they function and affect the economy?

Final Thoughts!

We hope these topics can help you get desirable grades. However, if you still feel taking your dissertation further is difficult, you can always consider dissertation help online from academic experts. These professionals ensure academic success. So, good luck with your marketing dissertation!