Category: Marketing Dissertations

Our sample marketing dissertations will prove helpful in formulating your own dissertation topic, objectives, literature review, methodology and analyses. Our sample marketing dissertations are an ideal tool for any student struggling to start their own marketing dissertation.

Marketing is an essential part of any business and there are many elements of marketing. By browsing our collection of marketing dissertation titles, you will get ideas for your marketing dissertation through the following marketing subjects:

Relationship Marketing, Branding, Direct Marketing, Marketing Cultures, Advertising, Consumer Behaviour, Marketing Trends, International Marketing, Online Marketing, Social Media Marketing, Strategic Marketing and Marketing Ethics.

Marketing Dissertation Topics

Television Media Advertising

Impact of Television Media Advertising on Consumer Buying Behavior

Dissertation Title: Impact of Television Media Advertising on Consumer Buying Behavior. Advertisements play a huge role in altering the behavior of consumers towards the products shown in the advertisements. In recent times, an increase in advertisements per brand has been observed. Advertisements have huge influence in purchasing decision of customers for particular brands. It is a ubiquitously accepted fact that advertisements can bestow special attributes upon a product or service that it may have lacked otherwise. This work focuses on identifying the influence of advertisements on the consumer behavior and attitude.

Television Media Advertising Dissertation

The Researcher utilized survey Research Design in the collection of the data. This was due to the simplicity involved in seeking people’s opinion using Questionnaire. Stratified Sampling Method was used to get the sample size for this study is 250. Data gathered from the study were analyzed, tested and interpreted using sample percentage frequency table. The collected data were analyzed in tables and simple percentages, while the hypotheses were tested using the chi square technique. Hypotheses were tested critically to reveal the authenticity of responses by the respondents to the research questions.

In the final analysis, attempts were made to bring to summary the tested research hypotheses and two major conclusions were made. By virtue of this study, it was discovered that television advertising positively shapes a consumer’s perception about a product. Advertising is expensive, its outcome is usually uncertain, and most times it takes long before having any effect on consumers’ buying behavior. It is due to these reasons that many companies find it appropriate, intermittently to decrease expenses on advertising or to totally exclude it. On the other hand, some organizations sometimes consider it needless to advertise when their products are already enjoying great patronage without advertisement. Such behavior indirectly fails to reflect the fact that advertising is not just a present expense but a future investment.

Dissertation Objectives

To study the impact of television advertisements on the consumer segments
To study the impact of television advertisements on the consumer buying segments
To study factors affecting the consumer buying process with respect to television advertisements

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I hope you enjoyed reading this post on Impact of Television Media Advertising on Consumer Buying Behavior. There are many other titles available in the marketing dissertation collection that should be of interest to marketing students and practitioners. There are many dissertation titles that relate to other aspects of marketing such as branding, corporate advertising, marketing strategy and consumerism to name a few. I would be grateful if you could share this post via Facebook and Twitter. Feel free to add your thoughts in the comments section. Thank you.

Dissertation E-Marketing Strategies

E-Marketing Strategies for Changing Brand Perception – A Case Study of Nike

E-marketing manages to promote the product across the globe so that required market can be grabbed in a short interval of time. Academics suggest that e-Marketing strategies are found to be effective in this era as customers are more related to the technology this is why E-marketing supports in the quick expansion of product. The study is based on the case of Nike and its consumers, therefore the target respondents of the study included the consumers of the brand Nike.

In addition to this the marketing managers of Nike were also participants if the research since their views were important for evaluating the online marketing strategies used by a brand and its impact realized at the company’s end. A comparison of traditional approach and modern approach of marketing has also been presented to assess that which marketing communication channel is appropriate for an organization and what are the benefits an organization can acquire after the application of modern marketing approach. This study supports in understanding the involvement and impact of involving technology in the marketing procedures; the impact of such practices in the advancement of the sales of the firm is also stated as the scope of the study.

The assessment of the impact of E-marketing in shifting the customer’s perception is the significant fact that further supports in understanding the importance of advanced technologies in marketing. In this era, internet has become the basic tool that has been used by the customers for their daily routine affairs; internet is known as basic implement that has been expended for communication, business, shopping and other affairs. Moreover, in this study, the impact of different strategies such as emailing, text messaging and visual messaging on the consumers’ brand perception is realized through this study.

Dissertation Objectives

In order to conduct the research, it is important to create some objectives based on which the conclusions and analysis can be made. The objectives of the research are cited below:

To study the conceptual framework of e-Marketing tools used by organizations
To highlight the use of e-Marketing by organizations to boost brand image
To analyse the impact of e-Marketing on the brand image of Nike
To present a set of recommendations to Nike on how to improve their brand image and use e-Marketing tools

1 – Introduction
Background of the Study
Problem Statement
Research Aim
Research Objectives
Research Question
Scope of the Study
Motivation of the study
Outline of the study

2 – Literature Review
Concept of E-Marketing
Traditional Marketing in contrast with E-Marketing
Framework of E-marketing Tools and Techniques
Strategies of E-Marketing
Advantages and Disadvantages of E-Marketing
Brand Image
Brand Perception of Customers
E-Marketing and Brand Image Integration
Benefits of E-Marketing and Brand Image Integration
Chapter Summary

3 – Methodology
Research Framework
Customers’ brand Perception
E-marketing Strategies
Email technique
Visual illustration of text message
Means for social sharing
Hypothesis Generation
Pilot testing
The Variables and Measurements
Sampling and Data
Sample Selection
Sample Size
Description of Data
Data Collection Instruments
Techniques for Data Analysis
Ethical Consideration

4 – Data Analysis
Reliability test
Descriptive Frequency Analysis
Regression analysis
Hypothesis assessment

5 – Discussion
Discussion

6 – Conclusion
Findings of the Study
Area of Future Studies
Recommendations
Limitations of the research

References

Appendices
Questionnaire

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I hope you enjoyed reading this post on E-Marketing Strategies for Changing Brand Perception and how it affects Nike. There are many other titles available in the marketing dissertation collection that should be of interest to marketing students and practitioners. There are many dissertation titles that relate to other aspects of marketing such as branding, corporate advertising, marketing strategy and consumerism to name a few. I would be grateful if you could share this post via Facebook and Twitter. Feel free to add your thoughts in the comments section. Thank you.

Marketing Dissertation Price Supermarket Industry

Investigating the Impact of “Price” As a Positioning Factor in the UK Supermarket Industry: A Study of Tesco

Dissertation Topic: Price Positioning in the UK Supermarket Industry. Tesco is currently the market leader in the UK retail industry (and has been since 1995), since the launch of the Tesco Clubcard. It has been claimed that Tesco has created customer loyalty by introducing the Clubcard. However, it is possible that the Clubcard does not necessarily create loyalty; rather, it helps the company to understand and predict customer behaviour, and to an extent, influence customer behaviour through various price deals and offers.

It has been established that customer loyalty can certainly improve the probability that an organisation’s profits will increase. In the case of Tesco, loyalty has not actually been created although the company has established a way of predicting and influencing consumer behaviour (to an extent) through the loyalty card. Since customer satisfaction is one of the key ingredients that contributes towards customer loyalty, it can be said that at the moment, Waitrose, Aldi, and Lidl are at a better position to create customer loyalty, for whatever reasons.

Customers generally do not differentiate the companies based on the prices they offer, rather, they differentiate the products based on the perceived quality. The problem is that companies such as Tesco, Morrisons, and ASDA have similar price structures, and as such, pricing may not be the point of difference for the consumers. Tesco’s positioning on the basis of price (every little helps) may not help the company to gain a significant advantage over the competitors, although it may contribute to maintaining this advantage.

Dissertation Objectives

Based on the assumption that pricing is not the factor by which consumers differentiate companies, the following research objectives have been composed:

To analyse the extent to which pricing is a differentiating factor (as seen by the customer) that influences consumer buying behaviour in the supermarket industry
To identify whether price positioning (as seen by the customer) is a viable option for supermarkets

1 – Introduction

Statement of the Problem
Research Objectives
Research Questions
Hypothesis
Dissertation Outline

2 – Research Methodology
The Research Philosophy
Ontology
Epistemology
Position on Philosophy
Research Approach
Deduction
Induction
Combined Approach
Research Design
Research Strategy
Grounded Theory
Ethnography
Case Study
Data Collection Techniques
Sampling and Population
Focus Group Interviews
Questionnaires
Scope and Limitations
Gaining Access and Research Ethics

3 – Literature Review
Price Image Dimensions
Price-Quality Link
Price as a Market Cue
Ego-involvement and Price
Price and Retail Patronage
Price Premiums and Brand Equity
Role of Price in Strategic Positioning
Expectation Theory in Consumer Behaviour
Henry Assael Model

4 – Discussion and Analysis
Qualitative Research Report and Analysis
Quantitative Research Report and Analysis
Discussion on the Findings
Is price a differentiator in the supermarket industry?
Is the low end price position viable for retailers?
The Hypothesis

5 – Conclusions

References

Appendix
Questionnaire Summary

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I hope you enjoyed reading this post on the Impact of “Price” As a Positioning Factor and how it affects the UK Supermarket Industry. There are many other titles available in the marketing dissertation collection that should be of interest to marketing students and practitioners. There are many dissertation titles that relate to other aspects of marketing such as branding, corporate advertising, marketing strategy and consumerism to name a few. I would be grateful if you could share this post via Facebook and Twitter. Feel free to add your thoughts in the comments section. Thank you.

Social Media Marketing

A Study on the Effectiveness of Social Media Marketing on Sales in Retail Industry: A case study of Tesco (2016)

Social Media Marketing is one of the major marketing tools for business firms in the current stream of technological advancement though the concept of social media marketing is not so much old in the comparison of other marketing approaches that are practiced by the business firms. Since the social marketing media is a comparatively newer approach for the marketers there are enough questions among the people who intend to use it.

One the major issues that the social media marketing raises is the effectiveness of this approach on the sales of a firm. This dissertation aimed to find out a reasonable answer to the issue and the objectives are set in the course of deducting a set of outcomes which can lead to achieving the aim of the dissertation . The dissertation is segmented in six different chapters each of which has its own benefits and merits. The first chapter is related with the background of choosing such an issue and the rationale that can make the issue so much of being in a discussion.

The second chapter is related with the prior research and findings which have a substantial amount of effect on from choosing the issue of research and conducting the research. The third chapter is on the research methodology discussion and the discussion on most applicable methods that can lead to the research to success. Afterwards, the chapter of results comes in where the results are discussed.

The final two chapters are about analysis and concluding the research. At this point, it is quite imperative to state that the research is based on the responses from a sample of 50 people residing in the UK. The sample is selected using a random sampling method. The results are calculated with the SPSS 16.0 version and Microsoft Excel. The approach used in the research is a deductive approach.

For achieving the aim different types of statistical tools are used which includes three measures of central tendency along with the standard deviation, correlation analysis, regression analysis and ANOVA. The central tendency measures give an image of somewhat agree category result and percentage analysis shows similar effects. The correlation analysis shows sometimes though a very little degree of relativity, a good amount of relativity remains among the variables. The regression analysis which is considered as the core of all analysis has shown results that helped to reject the null hypotheses except for the brand awareness variable. These results have led to some important insights that can be very helpful for both the company Tesco and for further research on the topic. This research contains some important discussion on one of the most talked issues of the current marketing world. The number of researches done on the issue seems to be meager in terms of the presence in the global village. Moreover, the insights and analysis that are done in the research dissertation can be helpful for firms that are newcomers in the market and desire to make a mark in the retail industry.

Dissertation Objectives

To critically evaluate if there is any relationship between the SMM process and sales of Tesco
To critically evaluate how SMM process helps to build up brand awareness of Tesco
To critically assess the relationship of SMM process and the brand loyalty of Tesco
To critically assess how SMM process helps Tesco to maintain a firm customer relationship

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Promotional Mix Dissertation

Marketing Dissertation – The Impact of Promotional Mix Elements on Consumers Purchasing Decisions – A Case Study of M&S

Marketing Dissertation Title: Impact of Promotional Mix Elements on Consumers Purchasing Decisions. The promotion mix is one of the major elements of 4ps of marketing and day by day companies seem to be giving a lot of emphasis on the promotion mix. The main objective of using the tools of promotion mix is to influence the consumer’s purchase decisions. Influencing the purchase decisions of consumers is not an easy task as there are many variables like emotional variables that turn into brand loyalty or brand attachment. The way a customer beholds at the product greatly depends on the promotional mix. At first, a potential consumer must know there is a product or service that can fulfill the needs of the consumer after consuming the product.

The potential consumers are approached with promotion mix as from making consumers aware of keeping track of each and every consumer is done with the help of elements of the promotion mix. Thus, the issue related to the promotion mix elements’ effectiveness on the consumer purchasing process is quite a burning question to be answered.

For this dissertation, the research issue is related to the effectiveness of the promotion mix on the consumer purchase decision as companies adopt promotion mix to influence the purchase decision of the consumers. The literature review has helped the researcher to identify the dependent and independent variables. The dependent variable is consumer purchasing decision. The independent variables are advertising, public relation, personal selling and sales promotion.

The way the research is designed and the results to a have a solution of the research problem identify the positivism as the research paradigm for this research work. This paper is conducted by deductive research approach. The research is a survey based case study and consumers of M&S are interviewed with predesigned questionnaire.

Dissertation Objectives

To critically find out the independent variables in the promotion mix of M&S
To critically investigate the variable in the promotion mix of M&S
To critically find out the relationship between the dependent variables and the independent variables
To find out a realistic set of recommendation on the findings of the research

Dissertation Contents

1: Introduction
Problem Statement
Background of the Research
Research Question
Rationale for the Study
Research Issue
Reasons behind the Issue
Research Aim
Research Objectives
Hypotheses

2: Literature Review
Definitions
Promotional Mix
Consumer Purchase Decisions
Advertising
Public Relationship
Sales Promotion
Personal Selling
The Breakdown of Promotional Mix
Types of Advertising and Advertising Media
Types of Public Relationship Management
Types of Sales Promotion
Types of Personal Selling
The Influence of Promotional Mix on Consumer Purchase Decisions
Conclusion

3: Research Methodology
Research Philosophy
Research Approach
Research Purpose
Research Method
Research Strategy
Data Selection
Ethical Considerations
Limitations of the Study
Future Scope for the Study

4: Results
The Measures for Central Tendency Measures
Coefficient of Correlation
Regression Analysis
Reliability Test with Cronbach’s Alpha
One-Way ANOVA

5: Findings of the Analysis

6: Conclusions and Recommendations
Conclusions
Recommendations

References

Appendix
Questionnaire