research topics on marketing pdf

Research Topics & Ideas: Marketing

50+ Marketing Research Topic Ideas To Fast-Track Your Project

Finding and choosing a strong research topic is the critical first step when it comes to crafting a high-quality dissertation, thesis or research project. If you’ve landed on this post, chances are you’re looking for a marketing-related research topic , but aren’t sure where to start. If so, you’ve come to the right place.

Here, we’ll explore a variety of marketing-related research ideas and topic thought-starters, covering both traditional marketing (offline media) and digital marketing (including social media marketing, content marketing and the like). We’ll also look at actual dissertations and theses from marketing students to give you a view of what a well-defined research topic looks like.

NB – This is just the start…

The topic ideation and evaluation process has multiple steps . In this post, we’ll kickstart the process by sharing some research topic ideas within the marketing domain. This is the starting point, but to develop a well-defined research topic, you’ll need to identify a clear and convincing research gap , along with a well-justified plan of action to fill that gap.

If you’re new to the oftentimes perplexing world of research, or if this is your first time undertaking a formal academic research project, be sure to check out our free dissertation mini-course. In it, we cover the process of writing a dissertation or thesis from start to end. Be sure to also sign up for our free webinar that explores how to find a high-quality research topic. 

Overview: Marketing-Related Topics

• How to find a research topic (video)
• Traditional (offline) marketing topics/ideas
• Digital (online) marketing topics/ideas
• Examples of actual dissertation topics
• Free Webinar : Topic Ideation 101
• Where to get extra help

How To Find A Research Topic

Before we look at specific research ideas and topics, it’s useful to first understand what the topic ideation process entails and how to go about finding and refining viable topic ideas. In the video below, we cover exactly that. So, if you’re a first-time researcher, be sure to watch this tutorial before jumping into the collection of marketing research topics we present below. 

Now that you’ve got a big-picture view of the topic ideation process, we can dive into a few research ideas to get your creative juices flowing. Please note that these research topic ideas are intentionally broad and generic, so you will need to refine them a fair deal using the techniques we discussed in the video above.

To make life a little easier for you, we’ve grouped the topic ideas based on two main categories – traditional marketing and digital / online marketing . For the latter, we’ve divided it up into a few subcategories, including social media marketing, content marketing and search marketing. That said, there is naturally some overlap between topics, so keep this in mind.

Research Ideas: Traditional Marketing

• The perceived effectiveness of different types of direct mail campaigns (e.g., postcards, catalogues, brochures) among small business owners in New York
• The perception and use of traditional marketing in creating and nurturing customer loyalty and retention among UK Financial Firms.
• The impact of demographic targeting on traditional marketing performance among green businesses
• The perception of different types of sales promotion (e.g., discounts, coupons, contests) among GenZ consumers
• The continued use of celebrity endorsements in traditional marketing campaigns, post-2020.
• Exploring factors related to outdoor advertising recall in India
• Measuring the ROI of traditional marketing efforts: a review of current methods
• Comparing the effectiveness of different traditional media channels (e.g., television, radio, print) in driving engagement and conversions among established brands
• The use of public relations in traditional marketing campaigns among large insurance companies
• The role of event marketing in building brand awareness and engagement: perceptions among marketing professionals in the UK

Research Ideas: Digital/Online Marketing

Social media marketing

• The use of artificial intelligence in social media marketing among online fashion companies in Sweden
• The impact of social media on public relations and media relations: a Case Study of Nandos
• The role of Twitter in crisis communication and reputation management: a discourse analysis
• The impact of social media influencer presence on brand loyalty and customer retention among Gen X.
• The use of social media for market research and consumer insights among SMEs in Kenya
• The impact of social media on consumer buying behaviour of fast food in Italy
• The challenges and opportunities of social media in global and multicultural marketing: perceptions of marketing departments in large corporations
• The relationship between social media engagement and website traffic: an analysis of fitness brands
• The effectiveness of influencer marketing on social media platforms for household cleaning products in the UK
• The perceptions and understanding of paid vs organic social media advertising among Gen Z consumers in San Francisco

Content marketing

• The use and understanding of micro-moments in creating personalized content experiences among content creators in the USA
• Comparing the effectiveness of methods of personalization of content marketing: an evaluation of best practice
• The experiences and use of SEO in content marketing strategy among small online businesses
• The use of social media influencers in content marketing campaigns: a Case Study of Hello Fresh
• Comparing different content distribution channels for different types of content: perceptions of best practices among content marketing experts
• The use of user-generated content in building brand trust and engagement among green companies in the UK
• Measuring the ROI of content marketing efforts among luxury brands
• The perception and use of Chat GPT in content creation among small online businesses
• The perceptions of interactive and immersive content formats (e.g., virtual reality, augmented reality) in marketing among consumers: an experimental study
• Comparing image and text-based content formats in driving engagement and conversions on social media: a multi-case study of NGOs

Search engine marketing

• The effectiveness of different ad formats (e.g., text ads, shopping ads, video ads) in Search Engine Marketing for tourist destinations
• The impact of search engine algorithm updates on Search Engine Marketing performance – who are the winners and losers?
• The perception and use of AI and machine learning in Search Engine Marketing strategy and bidding optimization within a UK marketing agency
• The use of voice search and its impact on Search Engine Marketing among food retailers in Switzerland
• The role of local SEO in driving brick-and-mortar sales: a case study of a local fashion outlet in France
• The impact of mobile optimization on Search Engine Marketing performance and conversion rates in Nigeria
• Comparing analytical tools for measuring ROI of Search Engine Marketing campaigns
• The effectiveness of different types of keywords and search queries in driving traffic towards restaurants in Italy
• The use of remarketing and retargeting in search engine marketing campaigns among marketers
• The understanding and use of schema markup and structured data in improving Search engine marketing performance among Start-Ups

Email marketing

• The perception and use of AI and machine learning in email marketing among NGOs: a focus on personalized content and dynamic segmentation
• The effectiveness of email subject line strategies in driving open and click-through rates: an experimental study
• Comparing A/B testing and multivariate testing in improving email marketing performance: a case study
• The use of personalization on email marketing performance among craft bloggers
• The impact of automated email marketing among local online retailers on customer loyalty and retention
• The use of automation and triggered emails in increasing engagement and conversion rates for online courses
• The perception and understanding of GDPR and other data privacy regulations on email marketing among SMEs
• The role of mobile optimization in email marketing targeting Gen Z consumers
• The challenges of measuring the ROI of email marketing campaigns: perceptions of SMEs
• The effectiveness of different email formats (e.g., text-based, HTML, interactive) in driving engagement: A/B testing for a small online retailer

Marketing-Related Dissertations & Theses

While the ideas we’ve presented above are a decent starting point for finding marketing-related research topic, they are fairly generic and non-specific. So, it helps to look at actual dissertations and theses to see how this all comes together.

Below, we’ve included a selection of research projects from various marketing-related degree programs to help refine your thinking. These are actual dissertations and theses, written as part of Master’s and PhD-level programs, so they can provide some useful insight as to what a research topic looks like in practice.

• The Influences of Brand Personality, Culture, and Social Media on Iconic Brand Preferences (Whelan, 2021)
• Customer Success and the Transformation of Customer Relationships (Raines, 2022)
• The Effects of Online Incentivized Reviews on Organic Review Ratings (Jeong, 2020)
• Are You For Real? The Consumption-Driven Self-Authentication Process And Its Effects On Perceived Brand Authenticity (Kuchmaner, 2020)
• You Are What You Eat: How Food Texture And Packaging Influence Consumer Well-Being (Ning, 2020)
• Social Dialogic Listening: Connecting Marketing Activity To Strategy (Collins, 2020)
• Millennials’ Attitudes Towards Influencer Marketing And Purchase Intentions (Yu, 2019)
• Cannibalization between Two Mercedes-Benz Models and Consumer Behavior (Ma, 2020)
• Selling and Buying Aspects of Used Products That Are Brand Anthropomorphized (Kim, 2019)
• Global Identity: Conceptualization, Measurement, And Implications For Marketing Strategy (Yoruk, 2022)
• The Intersection of Organizational Frontline Marketing and a High-Tech World (Krotz, 2021)
• The Unexplored Impacts of Communication Elements in Marketing (Trinh, 2022)
• Founder Social Identity As A Predictor Of Customer And Competitor Orientation In Small And Medium-Sized Enterprises (Rutherford, 2021)

Looking at these titles, you can probably pick up that the research topics here are far more specific and narrowly-focused , compared to the generic ones presented earlier. This is an important thing to keep in mind as you develop your own research topic. That is to say, to create a top-notch research topic, you must be precise and target a specific context with specific variables of interest . In other words, you need to identify a clear, well-justified research gap.

Fast-Track Your Research Topic

If you’re still feeling a bit unsure about how to find a research topic for your marketing dissertation or thesis, check out our 1-on-1 private coaching services below.

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Marketing Management Research Paper Topics

This page is designed to serve as a comprehensive guide to marketing management research paper topics , offering insights into various dimensions of marketing that are essential in today’s globalized business environment. It includes an exhaustive list of topics divided into categories, practical tips on choosing and writing on marketing management subjects, and an exclusive section dedicated to iResearchNet’s specialized writing services. Whether a student, academician, or professional, this guide aims to provide a resourceful pathway to explore the multifaceted world of marketing management research, emphasizing the need for empirical inquiry, analytical thinking, and innovative approaches.

100 Marketing Management Research Paper Topics

Marketing management is a diverse field encompassing various aspects of marketing, such as strategy, consumer behavior, product development, branding, and more. Below is a comprehensive list of marketing management research paper topics divided into 10 different categories, each containing 10 specific topics. These topics cater to different levels of complexity and interest and can be explored for detailed research.

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• The Impact of Digital Marketing on Traditional Advertising Methods
• An Analysis of Guerrilla Marketing Techniques in Small Businesses
• The Role of Social Media in Influencing Consumer Behavior
• Evaluating the Success of Viral Marketing Campaigns
• Personalization in Marketing: Trends and Challenges
• The Influence of Environmental Sustainability on Marketing Strategies
• Brand Positioning and Differentiation Strategies
• The Integration of Artificial Intelligence in Marketing Decision Making
• B2B vs B2C Marketing Strategies: A Comparative Analysis
• Ethical Considerations in Influencer Marketing

Consumer Behavior

• The Psychology of Consumer Buying Behavior
• Impact of Cultural Factors on Consumer Preferences
• How Pricing Strategies Influence Consumer Choices
• The Effect of Online Reviews on Consumer Purchase Decisions
• Consumer Loyalty Programs and Their Impact on Retention
• Generational Differences in Consumer Behavior
• The Role of Emotions in Consumer Decision Making
• Ethical Consumerism and its Influence on Purchasing Behavior
• The Impact of Social Proof on Consumer Trust
• Understanding the Impulse Buying Behavior in Retail Settings

Product Management

• Product Life Cycle Analysis and Strategies
• New Product Development Processes: A Case Study
• The Role of Packaging in Product Perception
• Product Line Extension vs Brand Extension: A Critical Evaluation
• Managing Product Recalls Effectively
• Pricing Strategies for New Product Launches
• Role of Consumer Feedback in Product Improvement
• The Impact of Quality Management on Product Success
• Product Differentiation in Competitive Markets
• Strategies for Managing Obsolete Products
• Building Global Brands: Strategies and Challenges
• The Role of Storytelling in Brand Building
• Impact of Celebrity Endorsements on Brand Image
• Rebranding Strategies and Their Impact on Consumer Perception
• The Importance of Brand Equity and How to Measure It
• Building Brand Loyalty Through Customer Engagement
• Co-branding Strategies and Their Effectiveness
• The Influence of Brand Personality on Consumer Preferences
• Managing Brand Reputation in the Digital Age
• The Role of Corporate Social Responsibility in Branding

Sales Management

• The Art of Sales Forecasting: Methods and Accuracy
• Sales Training Techniques and Their Effectiveness
• Relationship Selling vs Transactional Selling
• Sales Promotion Strategies and Their Impact on Revenue
• The Role of Sales Automation Tools in Enhancing Performance
• Managing Sales Territories for Optimal Performance
• The Effect of Sales Incentives on Employee Motivation
• Integrating Customer Relationship Management (CRM) in Sales
• The Impact of Cross-Selling and Up-Selling Strategies
• Ethical Considerations in Sales Management

Digital Marketing

• Search Engine Optimization (SEO) Strategies
• Effective Content Marketing for Online Engagement
• Social Media Advertising: Trends and ROI Measurement
• Email Marketing Best Practices for Conversion
• The Role of Analytics in Digital Marketing
• Influencer Marketing in the Age of Social Media
• Mobile Marketing Strategies for Consumer Engagement
• The Future of Virtual Reality in Digital Marketing
• The Use of Big Data in Personalized Marketing
• Ethical Considerations in Digital Advertising

International Marketing

• Strategies for Entering Emerging Markets
• Cultural Sensitivity in International Marketing
• The Role of Global Marketing in Expanding Business Horizons
• International Pricing Strategies and Currency Considerations
• Managing International Marketing Partnerships and Alliances
• The Effect of Political Factors on International Marketing
• Standardization vs Localization in International Marketing
• The Role of E-commerce in Global Marketing Strategies
• Cross-Cultural Communication in International Business
• The Impact of Globalization on Local Brands

Services Marketing

• Quality Management in Service Delivery
• Strategies for Enhancing Customer Satisfaction in Service Industries
• The Role of Technology in Service Innovation
• Marketing Strategies for Professional Services
• Measuring Customer Expectations and Perceptions in Services Marketing
• The Effect of Online Platforms on Service Distribution
• Service Recovery Strategies and Customer Loyalty
• The Role of Employee Training in Service Excellence
• Relationship Marketing in Service Industries
• Ethical Considerations in Healthcare Services Marketing

Retail and E-commerce

• Omnichannel Retailing Strategies and Customer Experience
• E-commerce Growth and the Future of Traditional Retail
• The Role of Artificial Intelligence in E-commerce Personalization
• Consumer Trust and Security in Online Shopping
• Strategies for Reducing Shopping Cart Abandonment
• Mobile Commerce Trends and Consumer Behavior
• The Impact of E-commerce on Supply Chain Management
• Social Commerce: Integrating Social Media and Online Sales
• The Role of User Experience (UX) Design in E-commerce Success
• Ethical Considerations in E-commerce Operations

Marketing Ethics and Social Responsibility

• Ethical Challenges in Targeted Advertising
• The Role of Green Marketing in Sustainable Development
• Social Marketing Campaigns for Public Health
• Corporate Social Responsibility (CSR) and Brand Image
• Ethical Considerations in Market Research Practices
• The Influence of Ethical Leadership on Marketing Strategies
• The Impact of Fair Trade Practices on Consumer Perception
• Social Responsibility in Alcohol and Tobacco Advertising
• Ethical Considerations in Children’s Advertising
• The Role of Ethics in Product Development and Testing

In conclusion, marketing management is an extensive and multifaceted field that encompasses a wide range of research topics. From strategies and branding to ethics and international considerations, there is a rich array of subjects that students and researchers can delve into. The above topics offer a starting point for insightful inquiry, practical applications, and critical evaluation. Whether you are aiming for academic excellence or professional development, these topics can help foster a deeper understanding of marketing management and its integral role in today’s dynamic business landscape.

Marketing Management and the Range of Research Paper Topics

Introduction to marketing management.

Marketing Management is a complex and dynamic field that lies at the heart of business operations. It involves the planning, execution, and monitoring of marketing strategies, tailored to meet customer needs and business goals. The success of any product or service in the market largely depends on the effectiveness of marketing management.

Key Principles and Concepts

• Strategic Planning : Marketing management starts with the identification of target markets and the development of a marketing mix to satisfy consumers within that market. This includes the 4Ps of marketing: Product, Price, Place, and Promotion.
• Consumer Behavior Understanding : It’s essential to understand consumer behavior to create strategies that resonate with the target audience. This includes demographics, psychographics, and behavioral aspects like needs, preferences, and purchase behavior.
• Digital Marketing and Social Media : With the advent of the internet, digital marketing has become an indispensable tool. It includes SEO, content marketing, email marketing, social media marketing, and more.
• Branding and Brand Management : Building a strong brand image is vital for long-term success. Branding strategies include creating a unique brand identity, consistent messaging, and managing customer perceptions.
• Marketing Analytics and Metrics : Utilizing data and analytics helps in making informed decisions. Metrics such as customer lifetime value (CLTV), customer acquisition cost (CAC), and return on marketing investment (ROMI) are crucial.

Range and Depth of Research Paper Topics

The field of marketing management offers a plethora of research paper topics reflecting its multifaceted nature. Here are some broad categories:

• Strategic Marketing Management : Topics here may include SWOT analysis, competitive strategies, market segmentation, and differentiation.
• Digital Marketing and Social Media : Research on emerging digital marketing trends, social media strategies, influencer marketing, etc.
• Consumer Behavior : This includes studying consumer buying habits, cultural influences on purchasing, customer satisfaction, and loyalty programs.
• International Marketing Management : Topics related to global marketing strategies, cross-cultural communication, international branding, etc.
• Marketing Analytics and Metrics : This covers data-driven marketing, predictive analytics, performance metrics, and big data in marketing.
• Ethical Issues in Marketing : Exploring ethical considerations like deceptive advertising, privacy concerns, green marketing, and social responsibility.
• Emerging Trends in Marketing Management : Investigating newer trends like AI in marketing, omnichannel marketing, virtual reality, personalized marketing, etc.

These categories provide students with various angles to approach marketing management, from traditional strategies to current technological advancements.

Marketing management, with its diverse and ever-changing landscape, offers a wealth of intriguing and challenging topics for research. Whether one is drawn to the more traditional aspects or the innovative, technology-driven facets, the opportunities for exploration and analysis are boundless.

Understanding marketing management is crucial for anyone venturing into the business world. It combines creativity with analytics, strategy with execution, and always keeps an eye on the changing tides of consumer behavior. For students, academics, and professionals alike, delving into this field can provide valuable insights and skills that are applicable across various domains and industries.

Through this article, we have touched upon the key concepts and principles, and explored the extensive range of research paper topics within the realm of marketing management. These concepts and topics not only form the basis of academic study but also act as foundational pillars for businesses aiming to thrive in today’s competitive marketplace.

How to Choose Marketing Management Research Paper Topics

Choosing the right research paper topic can be a daunting task, especially in a field as broad and dynamic as marketing management. A well-chosen topic can be the difference between a research paper that’s engaging and insightful, and one that falls flat. Here’s a comprehensive guide to help you choose the ideal marketing management research paper topic:

Selecting a research paper topic in marketing management is not merely about picking something that seems interesting. It’s about aligning the topic with your interests, the course requirements, the targeted audience, and the current trends in the field. Here’s how to navigate this complex decision-making process:

• Identify Your Interests : Choose a topic that genuinely excites you. Whether it’s digital marketing or consumer behavior, aligning with your interests will make the research process more engaging.
• Consider the Relevance : Make sure the topic is relevant to your course and the current landscape of marketing management. Trending topics like social media advertising or AI in marketing might be more appealing.
• Check the Availability of Resources : Research the availability of credible sources on the topic. Libraries, academic journals, and online databases should have ample material for your chosen subject.
• Assess the Complexity : Balance complexity with your level of expertise. A topic that’s too simple may lack depth, while something too complex might be overwhelming.
• Align with Your Career Goals : If you have specific career goals in marketing, select a topic that adds value to your professional development.
• Evaluate the Scope : Define the scope of your research. A too broad topic will lack focus, while a narrow topic might lack content.
• Seek Guidance from Professors or Experts : Don’t hesitate to consult with professors or industry experts. They can provide insights that align with academic expectations and industry trends.
• Consider Ethical Implications : If your topic involves sensitive issues like consumer privacy, ensure that you approach it with the necessary ethical considerations.
• Analyze Existing Research : Look at existing research to identify gaps or areas for further exploration. Building on previous work can add depth to your paper.
• Create a Preliminary Thesis Statement : Once you’ve narrowed down your topic, create a preliminary thesis statement. This will guide your research and keep you focused on specific aspects of the subject.

Choosing the right topic for a marketing management research paper is a critical step in the research process. It sets the tone for the entire project and can greatly influence the quality and relevance of the work. By following these tips and giving careful thought to aspects such as interest, relevance, complexity, scope, and ethics, you can select a topic that not only meets academic requirements but also resonates with your passions and professional aspirations.

Remember, the chosen topic is not just a subject of study but a chance to contribute to the field, offering insights or solutions to existing challenges. Engage with the process, explore various avenues, and you’ll find a topic that’s not just suitable but truly inspiring and rewarding to work on.

How to Write a Marketing Management Research Paper

Writing a research paper on marketing management requires a thoughtful approach that balances theory, practice, analysis, and creativity. It’s not just about presenting facts but weaving them into a coherent narrative that adds value to the field of marketing management. Below you’ll find a guide that covers essential steps in crafting a high-quality research paper.

Embarking on a research paper in marketing management is an opportunity to delve into various aspects like market strategies, consumer behavior, digital marketing, or branding. It’s about unearthing insights, exploring theories, analyzing trends, and presenting them in an academically rigorous and engaging manner. Here’s how to structure and compose a standout marketing management research paper:

• Understand the Assignment : Read the assignment instructions carefully. Understand the requirements, deadlines, formatting guidelines, and grading criteria. Reach out to your professor if anything is unclear.
• Start with a Strong Thesis Statement : Develop a clear and concise thesis statement that defines the purpose of your research. It should articulate the main argument or question you intend to explore.
• Create an Outline : Plan the structure of your paper by creating an outline. Break it down into sections like introduction, literature review, methodology, findings, conclusion, and bibliography.
• Conduct Thorough Research : Use reputable sources like academic journals, books, and industry reports. Validate information through multiple sources to ensure accuracy.
• Write the Introduction : Open with a compelling introduction that provides background on the topic, states the research question, and outlines the scope of your paper.
• Develop the Literature Review : Present an overview of existing literature on your topic. Compare and contrast different theories, methodologies, and findings, and highlight the gaps your research will address.
• Detail the Methodology : Explain the research methods you used. Whether qualitative or quantitative, describe the approach, tools, data collection, and analysis techniques.
• Present Findings and Analysis : Summarize the research findings and analyze them in the context of your thesis statement. Include charts, graphs, or other visuals to enhance understanding.
• Conclude Thoughtfully : Sum up the main findings, reflect on the implications, suggest areas for future research, and restate the thesis in the light of the research.
• Edit and Proofread : Pay meticulous attention to grammar, punctuation, and style. Consider seeking feedback from peers or professionals to ensure clarity and coherence.

Writing a research paper in marketing management is more than an academic exercise; it’s a rich intellectual experience that calls for curiosity, critical thinking, and creativity. The process outlined above is not rigid but provides a framework that you can adapt to your specific topic and interest.

Remember, a great research paper is not just about meeting academic standards but contributing something meaningful to the field of marketing management. Engage with the material, think critically, argue persuasively, and present your ideas with clarity and flair. Your research paper can be a reflection of your passion for marketing and a testament to your scholarly rigor and intellectual insight.

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Digital Commons @ USF > Muma College of Business > Marketing > Theses and Dissertations

Marketing Theses and Dissertations

Theses/dissertations from 2023 2023.

Please Don’t Label Me: An Examination of Black-Owned Labels and How a Positive Consumer Activism Movement May Have a Negative Outcome , Khalia C. Jenkins

How Feeling Like a Minority Affects Preferences for Autonomous Digital Interfaces , Ye Seul Kim

Theses/Dissertations from 2022 2022

Spillover Effects in Product Customization , Samuel Babu Sekar

Essays on Upper Echelons Research in Sales Management , Hao Wang

Theses/Dissertations from 2021 2021

External and Internal Factors of Sports Sponsorship Selling Cycles in North American Professional Sports , Dan Kaufmann

Increasing Personal and Product Influence Through Background Auditory and Visual Cues , Zhihao Yu

Theses/Dissertations from 2020 2020

The Effects of Product Recalls on Competitors’ Market Value and Recalling Firm’s Reputation , Dong Liu

Corporate Brand Impact on Sales / Revenue Per Share , Brad A. Puckey

Competition in Upstream Humanitarian Supply Chain: Investigation of Food Banks , Iana Shaheen

Theses/Dissertations from 2019 2019

How Digital versus Non-Digital Modes of Food Ordering Influence Menu Healthfulness Perceptions and Food Choices , Annika Abell

Theses/Dissertations from 2018 2018

The Impact of Digital Marketing Decisions on Market Outcomes in Residential Real Estate , Denise Hunter Gravatt

Theses/Dissertations from 2017 2017

Hate is a Strong Word: The Influence of Hate-Acknowledging Advertising on Brand Outcomes , Lisa Monahan

The Effects of Loneliness on Consumers’ Digital Engagement with Social Media Ads , Yu Qin

Product Shadows and Ad Evaluations , Nazuk Sharma

Theses/Dissertations from 2016 2016

Understanding the Complexity of Product Returns Management: A Complex Adaptive Systems Theory Perspective , Jennifer Anne Espinosa

Branding Implications of Co-Created Social Responsibility , Alexander J. Kull

Theses/Dissertations from 2015 2015

How You Categorize Influences How Helpful You Are: The Effect of Categorization Mindset on Consumers’ Social Decisions , Hsiao-Ching Kuo

Theses/Dissertations from 2014 2014

Taken for Granted or Taken with Gratitude? An Examination of the Differential Effects of Donations of Time and Money on Consumers' Evaluation of Corporate Philanthropy , Ryan Langan

Essays on Consumer's Psychological and Behavioral Responses toward Social Coupons , Chinintorn Nakhata

Muscling Consumers to Optimal Option Differentiation: The Influence of Incidental Muscular Sensations on Option Differentiation , Courtney Szocs

Theses/Dissertations from 2012 2012

Essays on Mental Accounting and Consumers' Decision Making , Ali Besharat

Perceived Firm Transparency: Scale and Model Development , Jennifer Dapko

Theses/Dissertations from 2010 2010

Antecedents and Consequences of Channel Alienation: An Empirical Investigation within Franchised Channels of Distribution , Ivan Lapuka

Theses/Dissertations from 2009 2009

An Empirical Examination of the Dark Side of Relationship Marketing within a Business to Business Context , Brent L. Baker

Developing the Nomological Network of Perceived Corporate Affinity for Technology: A Three Essay Dissertation , David Earl Fleming

Theses/Dissertations from 2008 2008

Self-Directed Learning: Measures and Models for Salesperson Training and Development , Stefanie Leigh Boyer

Emotional Exhaustion and Its Role in Service Sabotage among Boundary Spanners , Diane R. Edmondson

Theses/Dissertations from 2007 2007

Essays on multiple identities and motivated consumption: Exploring the role of identity centrality on self-brand connections , Tracy R. Harmon

The impact of organizational climate variables of perceived organizational support, workplace isolation, and ethical climate on salesperson psychological and behavioral work outcomes , Robert J. Riggle

Theses/Dissertations from 2005 2005

The Effect of Perceived Entitativity on Implicit Image Transfer in Multiple Sponsorships , FrancoÌ?is Anthony Carrillat

Theses/Dissertations from 2004 2004

Relationship Advertising: Investigating the Strategic Appeal of Intimacy (Disclosure) in Services Marketing , Andrea Diahann Gaye Scott

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Marketing →

• 20 Aug 2024
• Cold Call Podcast

Angel City Football Club: A New Business Model for Women’s Sports

Angel City Football Club (ACFC) was founded in 2020 by venture capitalist Kara Nortman, entrepreneur Julie Uhrman, and actor and activist Natalie Portman. As outsiders to professional sports, the all-female founding team had rewritten the playbook for how to build a sports franchise by applying lessons from the tech and entertainment industries. Unlike typical sports franchises that built their teams and track records over many years before extending their brand beyond a local base, ACFC had inverted the model, generating both global and local interest in the club during its first three years. The club’s early success was reflected in its market valuation of $250 million as of its sale in July 2024 — the highest in the National Women’s Soccer League. Equally important, ACFC had started to bend the curve toward greater pay equity in women’s sports — the club’s ultimate goal. But the founders knew there was much more to do to capitalize on the club’s momentum. As they developed ACFC’s first three-year strategic plan in 2024, they weighed the most effective ways to build value for the franchise. Was it better to allocate the incremental budget to investments in digital brand building or to investments in the on-field product? Senior Lecturer Jeffrey Rayport is joined by case co-author Nicole Keller and club co-founder Kara Nortman to discuss the case, “Angel City Football Club: Scoring a New Model.”

Why Competing With Tech Giants Requires Finding Your Own Edge

In the new book Smart Rivals, Feng Zhu and Bonnie Yining Cao show business leaders how to create competitive advantages by uncovering their hidden strengths and leveraging their individual capabilities.

• 06 Aug 2024

How EdTech Firm Coursera Is Incorporating GenAI into Its Products and Services

In early 2023, Jeff Maggioncalda, CEO of Coursera, started developing the EdTech firm’s strategy for incorporating GenAI into their offerings. By early 2024, the firm had made significant progress in bringing four key capabilities to market, but GenAI was evolving quickly and Coursera needed to continuously improve its offerings. While the firm had been an early mover, competitors were adapting fast. Was Coursera taking full advantage of the opportunities presented by the technology? What more could it do to remain competitive?

• 09 Jul 2024

Non-Fungible Tokens (NFTs) and Brand Building

Non-fungible tokens (NFTs), which allow individuals to own their digital assets and move them from place to place, are changing the interaction between consumers and digital goods, brands, and platforms. Professor Scott Duke Kominers and tech entrepreneur Steve Kaczynski discuss the case, “Bored Ape Yacht Club: Navigating the NFT World,” and the related book they co-authored, The Everything Token: How NFTs and Web3 Will Transform The Way We Buy, Sell, And Create. They focus on the rise and popularity of the Bored Ape Yacht Club NFTs and the new model of brand building created by owning those tokens.

• 07 May 2024

Lessons in Business Innovation from Legendary Restaurant elBulli

Ferran Adrià, chef at legendary Barcelona-based restaurant elBulli, was facing two related decisions. First, he and his team must continue to develop new and different dishes for elBulli to guarantee a continuous stream of innovation, the cornerstone of the restaurant's success. But they also need to focus on growing the restaurant’s business. Can the team balance both objectives? Professor Michael I. Norton discusses the connections between creativity, emotions, rituals, and innovation – and how they can be applied to other domains – in the case, “elBulli: The Taste of Innovation,” and his new book, The Ritual Effect.

• 29 Feb 2024

Beyond Goals: David Beckham's Playbook for Mobilizing Star Talent

Reach soccer's pinnacle. Become a global brand. Buy a team. Sign Lionel Messi. David Beckham makes success look as easy as his epic free kicks. But leveraging world-class talent takes discipline and deft decision-making, as case studies by Anita Elberse reveal. What could other businesses learn from his ascent?

• 17 Jan 2024

Psychological Pricing Tactics to Fight the Inflation Blues

Inflation has slowed from the epic rates of 2021 and 2022, but many consumers still feel pinched. What will it take to encourage them to spend? Thoughtful pricing strategies that empower customers as they make purchasing decisions, says research by Elie Ofek.

• 05 Dec 2023

What Founders Get Wrong about Sales and Marketing

Which sales candidate is a startup’s ideal first hire? What marketing channels are best to invest in? How aggressively should an executive team align sales with customer success? Senior Lecturer Mark Roberge discusses how early-stage founders, sales leaders, and marketing executives can address these challenges as they grow their ventures in the case, “Entrepreneurial Sales and Marketing Vignettes.”

Tommy Hilfiger’s Adaptive Clothing Line: Making Fashion Inclusive

In 2017, Tommy Hilfiger launched its adaptive fashion line to provide fashion apparel that aims to make dressing easier. By 2020, it was still a relatively unknown line in the U.S. and the Tommy Hilfiger team was continuing to learn more about how to serve these new customers. Should the team make adaptive clothing available beyond the U.S., or is a global expansion premature? Assistant Professor Elizabeth Keenan discusses the opportunities and challenges that accompanied the introduction of a new product line that effectively serves an entirely new customer while simultaneously starting a movement to provide fashion for all in the case, “Tommy Hilfiger Adaptive: Fashion for All.”

• Research & Ideas

Are Virtual Tours Still Worth It in Real Estate? Evidence from 75,000 Home Sales

Many real estate listings still feature videos and interactive tools that simulate the experience of walking through properties. But do they help homes sell faster? Research by Isamar Troncoso probes the post-pandemic value of virtual home tours.

• 17 Oct 2023

With Subscription Fatigue Setting In, Companies Need to Think Hard About Fees

Subscriptions are available for everything from dental floss to dog toys, but are consumers tiring of monthly fees? Elie Ofek says that subscription revenue can provide stability, but companies need to tread carefully or risk alienating customers.

• 29 Aug 2023

As Social Networks Get More Competitive, Which Ones Will Survive?

In early 2023, TikTok reached close to 1 billion users globally, placing it fourth behind the leading social networks: Facebook, YouTube, and Instagram. Meanwhile, competition in the market for videos had intensified. Can all four networks continue to attract audiences and creators? Felix Oberholzer-Gee discusses competition and imitation among social networks in his case “Hey, Insta & YouTube, Are You Watching TikTok?”

• 26 Jun 2023

Want to Leave a Lasting Impression on Customers? Don't Forget the (Proverbial) Fireworks

Some of the most successful customer experiences end with a bang. Julian De Freitas provides three tips to help businesses invest in the kind of memorable moments that will keep customers coming back.

• 31 May 2023

With Predictive Analytics, Companies Can Tap the Ultimate Opportunity: Customers’ Routines

Armed with more data than ever, many companies know what key customers need. But how many know exactly when they need it? An analysis of 2,000 ridesharing commuters by Eva Ascarza and colleagues shows what's possible for companies that can anticipate a customer's routine.

• 30 May 2023

Can AI Predict Whether Shoppers Would Pick Crest Over Colgate?

Is it the end of customer surveys? Definitely not, but research by Ayelet Israeli sheds light on the potential for generative AI to improve market research. But first, businesses will need to learn to harness the technology.

• 24 Apr 2023

What Does It Take to Build as Much Buzz as Booze? Inside the Epic Challenge of Cannabis-Infused Drinks

The market for cannabis products has exploded as more states legalize marijuana. But the path to success is rife with complexity as a case study about the beverage company Cann by Ayelet Israeli illustrates.

• 07 Apr 2023

When Celebrity ‘Crypto-Influencers’ Rake in Cash, Investors Lose Big

Kim Kardashian, Lindsay Lohan, and other entertainers have been accused of promoting crypto products on social media without disclosing conflicts. Research by Joseph Pacelli shows what can happen to eager investors who follow them.

• 10 Feb 2023

COVID-19 Lessons: Social Media Can Nudge More People to Get Vaccinated

Social networks have been criticized for spreading COVID-19 misinformation, but the platforms have also helped public health agencies spread the word on vaccines, says research by Michael Luca and colleagues. What does this mean for the next pandemic?

• 02 Feb 2023

Why We Still Need Twitter: How Social Media Holds Companies Accountable

Remember the viral video of the United passenger being removed from a plane? An analysis of Twitter activity and corporate misconduct by Jonas Heese and Joseph Pacelli reveals the power of social media to uncover questionable situations at companies.

• 06 Dec 2022

Latest Isn’t Always Greatest: Why Product Updates Capture Consumers

Consumers can't pass up a product update—even if there's no improvement. Research by Leslie John, Michael Norton, and Ximena Garcia-Rada illustrates the powerful allure of change. Are we really that naïve?

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50 MBA MARKETING PROJECT TOPICS

Related Papers

Krishnamurthy Prabhakar

Stella Ekeowa

Olusegun Akintunde

Muhammad Mansur

Students are encouraged to demonstrate their research and analytical skills. This involves collecting and synthesising data so as to prepare a feasibility study for a company that assesses the company’s proposed entry into one new overseas country.

Caglar Singletary

https://drive.google.com/drive/folders/1yhsqzc2xbEk05QZmJvxXSsu9GQYzAuWS?usp=sharing

Michael R Hyman

David Mygind

This paper is the second synopsis in a series of three. It discusses a PhD syllabus that has been chosen for tis ability to highlight prevailing issues in current marketing. The students are first familiarized with the concept of online social media marketing by introducing them to the work from Berthon et al. (2007, 2012). A marketing framework for working with social media is then drawn up on the basis of ideas from Kumar et al. (2012). The implications of social media marketing are finally highlighted through an empiric case study developed by Seijts et al. (2012). This happens all the while the core course book from Hedin et al. (2012) keeps the students abreast with market intelligence as a factor that inhibits risk.

Yancy Edwards

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