Bachelor Thesis Guide
Bachelor Thesis Guide
The Institute for Artificial Intelligence in Marketing Analytics (AIMA) supports students in writing their bachelor theses in the field of data-driven marketing research, with a particular focus on artificial intelligence, machine learning, and empirical methods.
Bachelor theses at AIMA are particularly suitable for students who are interested in combining marketing questions with quantitative and data-driven approaches. Many projects involve working with real-world data, applying statistical or machine learning methods, or exploring how AI-based systems (such as large language models, AI-driven customer service tools, or AI-enhanced search algorithms) influence consumer behavior and marketing outcomes.
Students are supervised in a research-oriented environment and are encouraged to engage with current academic topics. This enables them to gain hands-on experience with modern analytical tools and to develop skills that are relevant for both academic and industry careers in data-driven marketing and analytics.
Before applying
Prior to starting the application, students are advised to carefully review the relevant thesis guidelines provided by WU Vienna.
This includes:
the Marketing Department Bachelor’s thesis guidelines: Marketing Department thesis guidelines (EN), Marketing Department thesis guidelines (DE)
the general thesis guidelines for their respective study program: German speaking Bachelor programs or Bachelor program in Business and Economics (BBE)
These documents provide an initial overview of the expectations, requirements, and procedures related to the bachelor thesis.
Please note that students in the BBE program are required to follow a specific procedure as outlined in their thesis guidelines.
Who can write a bachelor thesis at AIMA?
The institute supervises students enrolled in marketing SBWLs, as well as students from the BBE program and other SBWLs, provided there is a suitable fit with the institute’s research focus. Students interested in AI, search behavior, or digital marketing are especially welcome to reach out.
Students who wish to write their bachelor thesis at the AIMA must fulfill the general requirements set by WU Vienna.
Depending on the respective study regulation (e.g., BaWiSo 19 or BaWiSo 23), these include:
Successful completion of the STEOP
Completion of required courses within the Core Business Knowledge (CBK)
Completion of Statistics
Completion of a course in academic writing (e.g., GWA or SWAZ)
Under BaWiSo 23, this further includes the completion of at least 20 ECTS within the CBK.
Students are advised to consult the official WU guidelines for the exact requirements applicable to their curriculum.
Recommended preparation
Beyond the formal requirements, the institute strongly encourages students to build a solid methodological foundation before starting their bachelor thesis:
While a course in academic writing (GWA / SWAZ) is part of the formal requirements, students are encouraged to complete this course within the Marketing Department, where possible.
Students who plan to conduct an empirical or data-driven thesis are strongly advised to complete a course in research methods (typically Course II or III, depending on the respective SBWL) prior to starting their thesis.
These courses provide important foundations for structuring the thesis and for conducting empirical or data-driven analyses.
Topic Selection
If you are interested in writing your bachelor’s thesis at AIMA and meet the formal requirements, the first step is to identify a suitable topic.
In general, students can choose between two approaches:
1. Selecting a topic proposed by the institute
The institute regularly offers a set of predefined bachelor thesis topics. These topics are typically closely related to ongoing research projects within the institute and therefore ensure strong alignment with current research activities. Choosing one of these topics allows for structured guidance and close supervision, as supervisors are already familiar with the relevant literature, methods, and research questions.
2. Proposing an individual topic
Students are also welcome to propose their own topic of interest. In this case, it is important to clearly demonstrate how the proposed topic relates to the research areas of the institute, particularly in the fields of Artificial Intelligence, data-driven marketing, and empirical methods.
Application Process
Application requirements
As part of the application, students are asked to submit the following documents:
an up-to-date CV
a current transcript of records
When applying, students should clearly indicate whether they are applying for an available topic or proposing their own topic idea.
Applications should be sent to aima@wu.ac.at. Applications can be submitted on a rolling basis throughout the year.
Application review and supervision assignment
The institute offers a limited number of supervision slots per semester, depending on the available supervision capacity. Supervision is provided by members of the institute, with primary supervision typically carried out by PhD students, supported by faculty.
After submitting the application, selected students may be invited to a short meeting with a potential supervisor to discuss the topic in more detail. If both sides are interested in proceeding, students are expected to confirm their decision within a reasonable time frame (typically within about one week).
Thesis proposal
After being assigned to a supervisor, students are required to prepare a short thesis proposal.
The purpose of the proposal is to demonstrate the student’s ability to structure a research project and to provide a clear roadmap for the thesis. It serves as a basis for discussion with the supervisor and helps ensure a feasible and well-defined research plan.
The proposal should typically be 3–4 pages long (excluding references, figures, and tables) and should outline the key elements of the planned thesis.
It should include, among others:
a (working) title of the thesis
the motivation and relevance of the research topic
a brief description of the research problem and research question
an overview of relevant literature and, where applicable, hypotheses
a proposed methodological approach (e.g., empirical analysis, data-driven methods)
if applicable, information on external partners (e.g., companies providing data)
a preliminary timeline for completing the thesis.
Thesis guidelines
The scope of the bachelor thesis follows general WU guidelines and typically amounts to approximately 25–40 pages. The recommended duration is up to 6 months from the official registration.
Use of AI tools
As an institute focused on Artificial Intelligence in Marketing Analytics, the use of AI-powered tools can be appropriate and, in some cases, an integral part of the research process.
Students may use AI tools (e.g., large language models or data analysis tools) to support their work. This may include, for example, assistance with data analysis, coding, idea generation, or improving clarity and language.
However, all use of AI tools must be transparent, critically reflected, and appropriately documented.
Students are required to clearly disclose the use of any tools in a “list of aids used”, specifying how and to what extent these tools were applied. This applies to all tools and resources, regardless of whether they are AI-based.
For further details, students should consult the official WU guidelines on:
After submission, your thesis will be checked for plagiarism.
Thesis Submission
Once the bachelor thesis has been completed and approved by the supervisor, students are required to submit their thesis via myWU, following the official WU guidelines for thesis submission.
In addition, students are required to submit all relevant supporting materials to their supervisor to ensure the transparency and traceability of their work. This includes, where applicable:
datasets
study materials
analysis files and commented code
a list of aids used.
Grading
The institute aims to review submitted theses as promptly as possible. However, students should allow up to four weeks for the evaluation process after submission.
Please note that the Examinations Office may require additional time to formally process and record the grade.
Students will be informed about their results and will receive feedback from their supervisor. Final grades will be available in LPIS.
Links
WU final thesis guidelines
In case of any general questions, please contact: aima@wu.ac.at