150 Latest Dissertation Topics in Marketing

Marketing is a broad and exciting field of study that intersects with subjects like Psychology, Sociology, Business, and even Anthropology. Since the field of marketing is constantly evolving, there are many ‘gaps’ in the literature that need to be filled by aspiring marketing students – whether you’re an undergrad or a post grad!

Here are some best dissertation topics for marketing research papers you could research to aid in preparing your marketing dissertation. Among the topics covered are relationship marketing, branding, direct marketing, international marketing (including influencer marketing), social listening, consumer psychology, online marketing, mobile marketing, marketing mix, social networks, and marketing ethics.

Marketing dissertation topics

Relationship marketing uses relationships rather than purely transactional means to engage customers over time. This allows businesses to acquire customers while maintaining customer loyalty, resulting in repeat business. It is an important area for modern businesses and topical for your marketing dissertation topics and examples.

Increasing customer loyalty through the creation of high-value content – a case study of UK fitness brands
What are the challenges for Tesco’s loyalty card scheme in today’s competitive business environment?
In the airline industry, are switching costs effective barriers to customer retention?
How does Amazon.com charge a premium for its various services and products?
What are the motivations and expectations behind business loyalty programs to attract customers in the long run?
To what extent does the Café Nero app encourage customer loyalty?
How and why can social media be used to attract new customers through relationship marketing?
What challenges for small companies when adopting social media to increase customer loyalty?

Dissertation topics on branding

Branding is a company’s promise to its customers. Branding is an umbrella term that refers to a large body of literature investigating how businesses can use their brands to gain a competitive advantage through brand equity, brand extensions, global brand management, and so on. Marketing dissertations on branding could cover the following subjects:

An investigation into the link between perceived risk and brand equity: A comparison of UK supermarket retailers.
What effect does innovation have on consumer brand resonance? A case study of hospitality brands forced to innovate due to COVID-19.
Do customers truly comprehend a company’s brand values? Starbucks vs. McDonald’s is a case in point.
How does the importance of tangible and intangible brand values differ across product types?
A case study approach to using digital methods to increase brand salience.
Do leading brands need products that appeal to a wide range of customer segments?
How does product availability affect SME brand image?
Can the brand image be transferred across industries? The case of Virgin Cola in the United Kingdom.
What impact does unethical behavior have on a brand image? Shell, Nike, and Starbucks are three examples.
How do businesses use corporate social responsibility to increase brand equity? Body Shop is an example.
How can social media marketing be used to sustain brands through innovation?
Can brand equity be transferred to a supermarket’s own branded low-priced products?
Using social media marketing to attract customers to small business brands.
How can businesses use smartphone apps to boost brand equity? Starbucks and Café Nero are two examples.
Targeting ethnic customers: The case of Indian food customers in the UK supermarket sector

Direct marketing dissertation topics

The world of direct marketing is rapidly changing as new technologies, and social media enable businesses to connect directly with customers. This includes a wide range of tools and techniques that can primarily target transactional consumers. To disseminate their messages and acquire new customers, direct marketers rely on information and various direct marketing media such as direct mail, magazines, newspapers, TV/radio, co-ops, telemarketing/teleservices, and, increasingly, social media. We have provided some direct marketing dissertation topics based on current trends that you could use:

How does the importance of factors influencing online selling differ by product type in the UK services industry?
Do customers respond differently to short-term and long-term offers in a competitive online environment? Consider the case of online book sales.
How do free online chat rooms affect consumers’ reactions to direct sales promotions in social media environments?
Evaluating the effectiveness of direct marketing by beauty brands on YouTube.
How does telemarketers’ nationality (accent) influence customer response in an increasingly diverse international selling environment?
Do consumers understand how to protect themselves from dubious direct marketing tactics that social media marketing firms employ?
What effect does message length have on the success of direct marketing messages? A comparison of online and traditional media.
Can direct online and social media marketing be used to develop customer relationships, or is it merely a transactional medium for acquiring new customers in the short term?
Can online marketing be as effective as a tool for groups as it is for individuals?
What are the differences between online and offline prospecting methods? The airline industry in the United Kingdom.
Connecting with customers via SMS and email: The benefits and drawbacks of direct marketing
Social media marketing as a tool for targeting luxury customers: Benefits and challenges for small businesses

Cultures and marketing dissertation topics

Cultural considerations can influence how marketers interact with customers regarding specific products and services. With the increasing globalization of business, companies must pay closer attention to how national culture affects consumer behavior and customer reactions to various types of marketing communication. Marketing across cultures is becoming increasingly important in business as more companies expand globally. This provides an excellent foundation for your marketing dissertation.

How do innovation and culture affect the market performance of Chinese SMEs?
Native advertising: Investigating its effectiveness in the United Kingdom, China, and the United States.
How is globalization affecting Toyota’s global operations’ organizational culture?
How does language affect brand identity? The Coca-Cola case in the People’s Republic of China.
How does culture influence automotive marketing? Toyota’s Experience in China
How does culture influence marketing communications? The Coca-Cola case in India.
How do marketers account for regional variations in “national” culture? The case of banks in Spain’s Basque Country and Catalonia.
Can automakers afford to treat customers as a homogeneous mass? The case of Sweden’s North-South divide.
How does individualism-collectivism affect mobile phone sales? The People’s Republic of China’s case.
How do supermarket chains in Switzerland overcome language barriers?
How can banks improve customer satisfaction and profitability through pricing strategy?
How does national culture explain Scottish whiskey sales dominance in the global whiskey market?
How can countries use their national culture to promote significant exports? The Champagne region of France is an example.

Consumer psychology and marketing dissertation topics

Marketing is fundamentally underpinned by consumer behavior, which can largely be explained by studying consumer psychology. This focuses on how consumers behave at each stage of the purchasing process and why they react the way they do. Marketers can use this information to create and implement communication strategies that target specific customer groups based on their psychological profiles. Here are some ideas for marketing dissertation topics based on marketing and consumer psychology:

What drives customers to buy products from Amazon?
What are the benefits and advantages of online consumer reviews?
What impact do marketing intelligence and planning have on sports marketing?
How can businesses use Big Data to understand their customers’ psychology better?
What are customers’ perspectives on green marketing?
How do customers feel about Burberry’s digital marketing efforts?
What is the history of word-of-mouth communication? A case study in blockbuster marketing.
How do negative word-of-mouth communications affect organizational performance?
How does gender influence information processing among luxury goods consumers?
What role does motivation play in purchasing decisions? An examination of the UK mobile ringtone market.
How does gender influence selective distortion among buyers of luxury goods?
How important is learning in functional online advertisements?
Does the significance of beliefs and attitudes differ between low and high-involvement products?
How does gender affect online purchases of luxury goods?
How is social media influencing the purchasing of luxury goods in the fashion industry?

Online marketing dissertation topics

Traditional marketing rules are either broken or extended when it moves online. Such extensions include the need to consider privacy and security, the increased ability to customize and personalize user experiences, the changing nature of consumer behavior, and the interaction of online and offline mediums. Online marketing has become critical for businesses seeking to gain a competitive advantage and improve their performance. Online marketing is a valuable and current market research topic. Here are some ideas for dissertation topics based on online marketing:

How can businesses personalize their products? The Apple example.
What are the advantages and disadvantages of using social media to market high-end goods?
How does the use of web analytics in digital marketing improve brand performance?
What effect does digital marketing innovation have on Apple’s performance?
What are the advantages and disadvantages of Burberry’s use of digital marketing?
How can businesses personalize their products? The Nike example.
Dell Computers’ assessment of the value of assortment to customers.
How does a consumer’s sense of control influence their choice of brand? Consider the purchase of a computer online.
What effect does visual constituency have on on-site identity and product attitude?
How does gender influence online purchasing behavior?
How can businesses successfully integrate online and offline shopping features? Amazon.com/Toys-R-Us is an example.
What product attributes are most important to online shoppers’ search, comparison, and purchase decisions?
What are consumers’ online reactions to brand alliances? Amazon.com and Wal-Mart are two examples.
An investigation into the factors that influence consumer behavior in online auctions? The eBay example.

Mobile marketing dissertation topics

Mobile marketing has emerged as the most recent marketing communications medium, allowing large brands such as Coca-Cola, Nintendo, MTV, New Labour, Lastminute.com, and others to attract new customers while retaining existing ones in both traditional and non-traditional ways. With the reduction of mobile phone tariffs and the increased use of mobile phones for Internet browsing, this medium has become increasingly important to marketers. The following are some ideas for dissertation topics in the field of mobile marketing:

What impact does permission-based marketing have on mobile marketers creating and implementing international marketing campaigns?
How can a brand’s image be communicated in a mobile marketing context?
Can mobile marketing techniques be used to create a strong brand image?
What are customers looking for from mobile marketing messages?
What effect does location have on mobile marketing communications?
How vital is timeliness in mobile marketing communications?
What are the benefits and drawbacks of push-and-pull mobile marketing strategies?
How can mobile marketing be used to spread virally?

Dissertation topics in marketing branding

The 4Ps concept is regarded as the cornerstone of marketing and is widely employed by marketing executives when attempting to influence consumer decision-making processes. The following are some ideas for dissertation topics in the field of marketing mix:

How do price adjustment strategies differ in online and offline settings? Consider the sale of music.
Can an overt international pricing strategy harm a brand’s image? The iTunes example.
How effective are public relations campaigns in the aftermath of brand failures? Nike, Shell, and Marks Spencer are three examples.
What effect does changing the frequency of advertisements in online and offline environments have on customers’ purchase intentions? Waterstone is an example.
The influence of product information and persuasive advertising on consumer behavior.
What are the differences between comparison and non-comparison advertising, and how do they affect customer purchase intentions?
The benefits and drawbacks of online advertising in international marketing.
Can point-of-purchase promotions be as effective online as they are in person?
How important is the location in the airline industry in the United Kingdom?
How has the Internet aided the development of unanticipated goods? Consider the case of comparison websites.
Is word-of-mouth (e.g., online customer reviews) the new marketing mix?
How important is the marketing mix for non-profits?
The influence of brand awareness on consumer purchase intentions. The case of product categories with low and high involvement.

Dissertation topics in social media marketing

Social media networks (e.g., Facebook, Twitter, Instagram, and LinkedIn) are changing consumers’ attitudes and behaviors and posing new challenges to marketing professionals when attempting to reach and acquire customers online. As social media networks gain popularity, a marketing dissertation in this area will be timely and relevant to current marketing research trends.

What uses and gratifications do beauty brands’ social media content provide?
An examination of the content of food brands’ Instagram posts.
An examination of positive, neutral, and negative Facebook user comments and their impact on future discussion participation.
Why have functional Facebook applications fared so poorly compared to their fun counterparts?
How do Facebook applications convert users into customers? The connection between total installs, daily active users, and app valuation.
A comparison of the efficacy of banner advertising on various social media networks? Case studies of Facebook, Instagram, and Twitter
How does newsfeed restriction affect consumers’ attitudes and behaviors toward Facebook?
Does electronic word-of-mouth outperform traditional word-of-mouth? An examination of online customer reviews.

Relationship marketing dissertation topics

The media’s ability to influence consumer attitudes significantly impacts how businesses are expected to behave and how they should incorporate ethics into their marketing campaigns. As a result, marketing ethics addresses various issues, including ethical business practices, Corporate Social Responsibility (CSR) programs, and cause-related marketing. The following are some ideas for dissertation topics in marketing ethics and CSR:

What effect does EasyJet’s low-cost online pricing strategy have on changing customer demand trends?
Investigating Patagonia’s marketing strategy – Is it green or greenwashing?
What effect do FairTrade labels have on consumer purchasing habits?
Vegan vs. cruelty-free: labeling politics and why it matters
How do published codes of conduct affect customer purchasing behavior? The Body Shop, Levi Strauss, and Marks and Spencer are three examples.
What effect do ethical purchasing intentions and ethical awareness have on purchasing behavior? A comparison of battery and free-range chicken sales.
How do cause-related marketing campaigns influence consumer purchasing behavior? The Raise a Cup to a Good Cause campaign by Starbucks.

Conclusion

Selecting dissertation topics in marketing says a lot about your in-depth knowledge and curiosity to describe complete information systematically. Go through the list mentioned above of dissertation topics in marketing to submit a comprehensive research paper in 2022. If you need proper expert guidance, don’t neglect the significance of research paper help. Share your concerns with professionals and demonstrate your knowledge in written words.

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