As an MSc. Marketing student, you have the opportunity to write your Master thesis at our Institute. On this page we would like to offer you some information and advice on how to proceed if you have decided to write your Master thesis at IMM.

Please find the guidelines for Master theses here.

IMM Master Thesis Topics

Univ.Prof. Dr. Marius Lüdicke

• Teaching focus:

  • Global Marketing, Brand Strategy, Qualitative Methods

• Research focus:

  • Consumer culture (e.g., acculturation, green consumption, diversity and inclusion, online violence), brand strategy

• Requirements:

  • Proficiency in English, interest in consumer culture, critical thinking ability, interest in qualitative methods, positive “can do” attitude. 

• Current topics:

  • Deviant behaviors in online communities – How hate speech, for example, unfolds online.

  • Territorial consumption - How local consumers defend their homes, stores, brands, etc. against immigrants (and vice versa).

  • Acculturation climates - How societal conditions for immigration change over time and what different conditions entail for immigrant consumers.

  • Galloping innovation – How consumers cope with rapid technological change (e.g. AI).

  • The rise of the robots – How consumers anticipate the age of humanoid robots.

  • You are welcome to suggest any topic with relation to consumer culture and (global) brands

ao.Univ.Prof. Mag.Dr.phil. Elfriede Penz BA, MAS, Eur.Ph.D.

• How do businesses and consumers perceive their own and each other's responsibilities in fostering sustainability? And/or in particular:

  • How do consumers define and justify their responsibilities in fostering sustainability?

  • What factors influence the perceptions of mutual responsibility between consumers and businesses?

  • What communication strategies or narratives shape the understanding of responsibility for sustainability?

• How can businesses effectively communicate their sustainability efforts to skeptical consumers? And/or in particular:

  • How can businesses use social media to enhance their sustainability messaging?

• Barriers of adopting a sustainable lifestyle, e.g.,

  • Do consumers choose sustainable products more when they are affordable?

  • How does consumer skepticism about the impact of their sustainable choices influence their motivation to engage in environmentally friendly behaviors?

  • How do sustainable choices as habitual practices influence consumer perceptions of their impact and motivation to maintain environmentally friendly behaviors?

Linguistic Correctness

Please make sure to use clear, correct and coherent language

• use a spell checker in your word processor (e.g. in MS Word)

• when writing your thesis in English, have a competent English native speaker proofread your text

Finishing your Thesis

After you have sent your supervisor the final version of your thesis, please upload your thesis on the learn@wu platform for the plagiarism check.

More Information

If you should have further questions in regard to the Master Theses, please visit the MSc. Marketing page, which can be found here.