MASTER’S THESIS THEMES FOR SPRING 2025

Sustainability

• Effective communication of sustainability in B2C and B2B markets
• Aligning marketing activities and sustainability within the organization
• Exploring strategies to make repairs, reuse, refurbish more profitable for firms
• Investigating alternative and emerging topics of sustainability in ownership - secondhand, rental etc.
• Communication of sustainability improvements in “dirty” industries
• Research projects on sustainable consumer behavior at sports events. Examples of research topics within this project are:
• Nudging sustainable behavior at events
• Spillover-effects of sustainable behaviors
• Fan identity and sustainable behavior

Brand management

• Brand experience
• Service/product adoption
• Brand positioning
• Effects of various types of labels
• Measuring the effectiveness of influencer marketing
• How to exploit country-of-origin associations in export branding

Marketing strategies

• Relevance of alternative market strategies
• Marketing and supply chain management

Analytics

• Analysis of customer assessment (video and text analysis)
• Customer value assessment
• Use of GenAI in marketing research
• Exploring conversational search new forms of shopping
• Fake reviews and trust in platforms

Ethics

• Darkside of Influencer Marketing
• Privacy regulations in digital content creation
• Moral psychology and artificial intelligence
• AI in Marketing
• Impact of AI in consumer well-being
• Measuring the impact of AI in advertising revenue