Theses and Project Works

Bachelor and Master Theses as well as Project Works at the Chair of Marketing and Consumer Research relate to current research questions and result either from ongoing research projects at our Department or the cooperation with industry partners. Master Theses usually relate to empirical research questions; Bachelor Theses mostly comprise a literature analysis.

You can also suggest your own topic, which needs to be in line with the research interests of the chair. Please have a look at our research interests and ongoing research projects to make sure that your topic fits our areas of interest (for more information click here). You can also have a look at a selection of former supervised topics at our chair (see this list here ).


Requirements for Bachelor Theses

We supervise bachelor theses for the study programs Agricultural and Horticultural Sciences, Vocational Education Nutritional Science and Home Economics as well as TUM-BWL.

You should have basic knowledge in Marketing. The bachelor thesis topic should be in line with the research interests of the chair.


Requirements for Master Theses

The master thesis topic should be in line with the research interests of the chair.

Methodological and theoretical courses provide a fundamental background for a successful completion of the thesis and will be considered during the application process at our chair. Students that apply for a thesis should therefore have visited at least one theoretical and one methodological course from the list or a course equivalent to the ones mentioned below:



Quantitative Research Methods

Qualitative Research Methods

Consumer Behavior Research Methods


Intermediate Microeconomics

Consumer Behavior


For any questions regarding the general framework of a thesis please refer to your study and examination regulations and discuss specific questions with us in advance.

Please find our guidelines on Term Papers / Theses here and a cover page template.


Thesis application process

Please read our requirements for the application procedure carefully. If you are interested in one of the listed topics or want to apply with your own topic, which fits to our research interests please send your application (curriculum vitae, current transcript of records, please also mention your current semester) directly and only to Ru Wei ( The application procedure applies for Bachelor and Master Theses as well as Project Work. 

Registration and Scientific Work for Master Thesis

Before registering the Master Thesis, students write a 2-3 page research proposal in which they derive the main research questions from the latest literature. A guideline for a thesis proposal can be found here. Information on formal requirements for a thesis can be found here

After the proposal has been accepted by our Department, the thesis can be registered at the examination office.

Master Thesis Colloquium

During the writing of your master thesis, it is obligatory to take part in three master colloquiums at our chair and present at one of those. You will present your thesis project for 10 minutes and will receive valuable feedback. Please stick to the time limit of 10 minutes to ensure that we will still have enough time for questions and a discussion. The master thesis colloquium takes place approximately once a month during semester times. 

The Colloquium is held on the following dates in the summer semester 2024:

  • 17th of April (16:00 – 17:30) by video conference (Zoom)
  • 22nd of May (16:00 – 17:30) by video conference (Zoom)
  • 26th of June (16:00 – 17:30) in presence in Freising
  • 17th of July (16:00 – 17:30) by video conference (Zoom)

To receive the link to the video conference and the exact room number for 26th of June, please register for the Master Colloquium with Ru Wei ( (as soon as possible as presentation slots are limited; latest one week prior to the Colloquium). Indicate if you come as a listener or a presenter. In case of the latter, please also indicate your topic of presentation.