These subject areas include relationship marketing, branding, direct marketing, international marketing, consumer psychology, online marketing, mobile marketing, marketing mix, social networks and marketing ethics. Relationship marketing refers to the use of relationships rather than purely transactional means, while focusing on long term customer engagement.
This lets companies acquire customers, while also maintaining customer loyalty that results in repeat custom for the firm. It is an important area for modern businesses, and a topical area on which to base your marketing dissertation with highly diverse topics:. Advantages and challenges for MNCs.
Branding is the promise of a company to their customers. Branding is an umbrella term to refer to a wide body of literature examining how businesses can use their brands to achieve a competitive advantage, through building brand equity, launching brand extensions, managing global brands, and so forth.
Marketing dissertations on branding could be based on the following topics:. A comparison of supermarket retailers in UK. The case of Virgin Cola in the UK. The cases of Shell, Nike and Starbucks. The case of Body Shop. The case of Indian food customers in the UK supermarket sector.
The world of direct marketing is changing rapidly, as new technologies and social media allows companies to connect directly with the customer. This involves a wide range of tools and techniques that can be used to target consumers in a predominantly transactional manner. We have provided some suggested topics on direct marketing based on current trends, which you could use for your marketing dissertation:.
A comparison of online and offline mediums. The case of the airline industry in the UK. Advantages and limitations of direct marketing. Advantages and issues for small companies. The case of small companies in UK. For some products and services, cultural considerations can play an important role in how marketers interact with consumers.
Marketing across cultures is becoming more prominent in business, as more and more businesses are expanding throughout the world. This creates an ideal area to base your marketing dissertation on. The case of banks in the Basque country and Catalonia, Spain. The case of the North-South divide in Sweden. The case of the Champagne region, France. Marketing is fundamentally underpinned by consumer behaviour, which can largely be explained by examining consumer psychology.
This highlights how consumers behave in each stage of the buying process and why they react as they do. On this basis, marketers can design and implement communication strategies that target specific customer groups based on their psychological profiles.
Some suggestions to base your marketing dissertation within the area of marketing and consumer psychology are as below:. The case of blockbuster marketing. An examination of the mobile ringtone market in the UK. When marketing moves online the traditional rules are either broken or extended. Such extensions include the need to take into account privacy, security, the greater ability to customise and personalise user experiences, the changing nature of consumer behaviour and the interaction of online and offline mediums.
Online marketing has become essential for organisations in gaining competitive advantages and enhancing their business performance. Online marketing is a useful and current area of market research. Some suggestions to base your dissertation on online marketing are as below:. The case of Apple. The case of Nike.
The case of Dell Computers. The case of buying computers online. The case of Amazon. The case of eBay. With the lowering of mobile phone tariffs and the increased levels of Internet browsing using mobile phones, this medium has become increasingly important to marketers. Below are suggestions for dissertation topics in the area of mobile marketing:. Dissertation or thesis writing can be the most difficult assignments you ever deal with. If you applied for either PhD or MA programs, the previous four or five years of your life were leading up to thesis writing, dissertation writing, and defense.
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Dissertation project has a variety of form; it could be a critical assessment of research literature towards marketing or evaluation of evidence based service development. Many consider marketing dissertation project as challen ging given that this involves training in research skills.
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