Bachelor and Master Thesis

You have the possibility to write a bachelor or master thesis in Marketing. We assign topics and research questions that seek to advance the knowledge in our field. For currently available topics please see the bottom of the page. We post new topics during the beginning of each semester.

IMPORTANT: It is not possible to apply with your own original topic. Please apply only to available topics below.

We expect theses written at our chair to provide a relevant theoretical contribution and build on empirical work. In order to prepare you for your thesis, we strongly recommend that you to attend the Consumer Behavior Research Methods class, which is offered in the winter semester. This course will familiarize you with the main steps in conducting research studies and analyse findings. 

Requirements

Bachelor Thesis
Besides a high interest in marketing and consumer behavior, all students need to have completed the module "Empirical Research Methods (WI000261)".

Master Thesis
Besides a high interest in marketing and consumer behavior, all students need to have completed the module "Consumer Behavior Research Methods (WI001175)". In addition, students who want to write their thesis under the supervision of either Prof. Christoph Ungemach, Balachandar Kaliappan, or Nienke Buters are required to have completed the module "Consumer Analytics & Big Data (WI001178)" or an equivalent module that covers data analysis with R. Please also refer to your respective study regulations for details regarding the general conditions of your final thesis and discuss them with us before starting your final thesis.

Applying for the topics advertised
If you are interested in one of the advertised topics, please send your full application via e-mail to the relative supervisor. The email should include the following:

  • Letter of motivation describing your interest on the topic
  • Curriculum Vitae (tabular)
  • Current transcript of records

Registration of the final thesis
After our chair has accepted your application and after mutually agreeing on an outline, your final thesis can be registered at the examination office (Prüfungsamt). Here, you can find the registration form. 

Submission of the final thesis:

  • via email as a PDF to the Grade Management team
  • for the chair (your supervisor): electronic version of your final thesis (Word/pdf), raw data and analysis files (e.g. R, SPSS or NVivo files)

Available Topics for the WS 23/24

Currently, there are not topics available.

Assigned Topics for the WS 23/24 (no longer available)

"Civic acceptability of mobility policies promoting sustainable mobility behavior” – Supervisor: Nienke Buters

"The Dark Side of Second-Hand Supply: A Qualitative Exploration" - Supervisor: Benedikt Schnurr

"Support of Sustainability Interventions Targeting Low- Versus High-Income Individuals: A Field Study" - Supervisor: Benedikt Schnurr

"Attitude and Behavior in Unsustainable Consumption" - Supervisor: Sara Caprioli

"Non-luxury second-hand garment consumers" - Supervisor: Sara Caprioli

"Enhancing Value Creation in Gift Exchange" - Supervisor: Sara Caprioli

"Who lives our life? An exploration of the relative importance of our different selves" - Supervisor: Armin Granulo

"An exploration of consumption preferences for unsustainable products" - Supervisor: Armin Granulo 

"Sustainability and Consumption Motives" - Supervisor: Armin Granulo 

Assigned Topics for the SS 23 (no longer available)

"Does risk behavior depend on the perspective?" - Supervisor: Armin Granulo

"Does being a boss change you decision frame?" - Supervisor: Armin Granulo

"Who lives our life? An exploration of the relative importance of our different selves" - Supervisor: Armin Granulo

Assigned Topics for the WS 22/23 (no longer available)

"Who lives our life? An exploration of the relative importance of our different selves" - Supervisor: Armin Granulo

"An exploration of consumption preferences for unsustainable products" - Supervisor: Armin Granulo 

"Public perceptions of inclusivity and accessibility" - Supervisor: Benedikt Schnurr

"Managers perspectives on accessible services" - Supervisor: Benedikt Schnurr

"Consumer preferences for accessible services" - Supervisor: Benedikt Schnurr