Question

Topic: Student Questions

Topic For Master Thesis

Posted by si33mone on 2/2/2017 at 6:02 AM ET 250 Points
I have to write my Master Thesis in Marketing Management, but I found a not so helpful supervisor and I have to find a topic to write about.
My biggest areas of interest are Guerrilla Marketing but also Brand Loyalty and International branding strategies.

Can you give me some advices? I am in panic! Thanks!!
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RESPONSES

  • Posted by Mike Steffes on 2/2/2017 at 7:44 AM Accepted
    Have you been reading the trade "magazines"? What are some topics or major trends that seem to be gaining momentum? The two examples of your interests are quite different... What size company do you see yourself fitting into? Small, nimble; or big, deep-pocketed? Try to settle on something that could help you in your career. This may be the last time you'll ever have the time to actually learn something new.
  • Posted on 2/2/2017 at 1:06 PM Accepted
    Topics you mention are way too broad for your project. You need to be specific to a company or product category and a limited geographic area and/or a well-defined user base. For example: "Brand loyalty among regular bakery customers in a nearby college town." Or "Guerrilla Marketing effectiveness in the dry cleaning industry in a small college town."

    You can speculate on how representative your findings might be to a larger universe, but the amount of effort multiplies exponentially if you try to cover too broad a constituency initially.
  • Posted by si33mone on 2/2/2017 at 1:43 PM Author
    That is definitely my problem: how can I narrow the ideas to a specific topic?
    I was thinking to something like "Easyjet and its brand differentiation: how it affect brand value?" but I really don't know how to start with a topic like this.
    I would like to work in the travel/airlines industry in my future (it is just a dream!) and I would like to write/study something about those topics, but I can't find interesting papers or research about that.
    I like the idea of guerrilla marketing applied to airlines, but how?

    I am really sorry for those questions! Thank you for your help!
  • Posted by Shelley Ryan on 2/22/2017 at 11:31 AM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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