Master Thesis

Masters Thesis Guidelines

The master’s thesis should be a carefully argued scholarly paper of approximately 30 pages. It should present an original argument that is carefully documented from mainly primary sources (95% of all used references should be research papers from leading marketing journals). The thesis must have a substantial research component and a strong focus on the main topic of the paper. As the final element in the master’s degree, the thesis gives the student an opportunity to demonstrate expertise in the chosen marketing topic. All bachelor theses as well as master theses have to be written in english!

Possible Masters Thesis Topics

• Marketing Strategies in Online Social Networks
• User Behavior in Online Social Networks
• Pricing of Subscriptions
• Social Media Strategies

Supervised Master Theses

2009

• Rosa Käch (2009): "Conversational Online Marketing"
• Nadia Cappellin (2009): "The Impact of Marketing Actions and Brand Equity on Customer Acquisition and Customer Retention"
• Felix Hindermann (2009): "Paid Content - Paid Services: Literature Overview about Consumer Behavior and Firm Strategies"
• Christian Wieser (2009): "Customer Lifetime Value Estimation in a Multi-Product-Environment" (Paper accepted at EMAC 2010 Conference)
• Christoph Buck (2009): "Einfluss von Preisrabatten auf den Verkauf, die Kundenloyalität und Kundenakquise am Beispiel des US Automarktes"
• Lucas Beck (2009): "Die Bedeutung von Produktinnovationen und neuen Produktgenerationen für den Verkauf, die Kundenakquise und Kundenloyalität am Beispiel der US Automobilindustrie"

2010

• Yves Flückiger (2010): On the Characteristics of Auctions - Historic Reflections and Economic Analysis of Auction Business
• Sanja Ivisic (2010): Conceptual Toolkits, Theoretical Approaches and Strategies for Effective Marketing in Online Social Networks
• Manuela Brugger (2010): Premium versus Discount: Which differences can be observed in consumers’ intertemporal choice?
• Salome Müller (2010): AdEquity – How Far Can Brands Generate Customer Based Brand Equity Through Ad Spending?
• Daria Mühlethaler (2010): Analyse des Zusammenhangs von Produktion, Lagerhaltung, Preisrabatten und Nachfrage am Beispiel des US Automarktes
• Yvonne Herzog (2010): Einfluss von Marketing Mix, Brand Equity und Customer Equity auf Financial Performance und Market Value
• Esther Zumstein (2010): Einfluss der Produktlinienveränderung auf den Marktanteil und die Kundengewinnung am Beispiel der Automobilbranche in den USA
• Thomas Düringer (2010): Intertemporale Entscheidungen bei kontinuierlichem Nutzen am Beispiel von Finanzprodukten
• Katja Bächtold (2010): The Impact of Marketing Investments on Profit Premium and Their Enhancing Drivers
• Alexander Shahzada (2010): Framing and Mental Accounting in Intertemporeal Choice

2011

• Emmanuel Currat (2011): Determinants of Optimal Concert Prices
• Karin Hodler (2011): Intertemporal Choice and Framing of Subscription Tariffs
• Christopher Gärtner (2011): Impact of Different Types of Price Promotions on Customer Loyalty and Product Switching Behavior in the U.S. Car Market
• Corina Jung (2011): Portfoliostrategie und Unternehmensperformance: Eine Analyse des Automobilmarktes auf Marken-, Modell- und Segmentebene
• Emily Martignoli (2011): Customer Switching Behavior in the U.S. Automobile Industry: Are there Company and Country Effects?
• Radisa Karic (2011) Online Social Networks and Social Media: Overview of Recent Literature
• Michael Fehr (2011): Social Networking: Welchen Einfluss haben egozentrischer Netzwerkmasse auf den Individuellen Erfolg?
• Stefano Giacomelli (2011): The Effect of Emotions on Individuals' Inter-temporal Choices