Abschlussarbeiten

The aim of the thesis is for candidates to demonstrate that they are able to independently and responsibly address a marketing issue within a specified period of time by applying scientific methods. Applicants should be interested in the research areas of the chair and ideally be able to document this in their previous studies. The Chair of Business Administration, esp. Marketing and Digital Transformation, offers students the opportunity to conduct an empirical study (e.g. experiment, survey, analysis of secondary data, qualitative interviews) within the framework of both Bachelor's and Master's theses. Applicants should have basic knowledge in quantitative and/or qualitative empirical methods. The supervision follows a structured schedule, according to which the thesis candidates receive feedback on different milestones of the work.

Bachelor Theses

Bachelor theses are supervised in seminar style, i.e. the students work on a common overall topic within which each bachelor candidate answers his/her own question. The bachelor project includes the implementation and evaluation of an empirical-experimental study. There is a central registration deadline for Bachelor theses, which is set by the chair and lies within the first four weeks of the respective semester. The supervision of bachelor theses is accompanied by a colloquium on scientific work, group meetings as well as individual feedback meetings along a milestone plan. Attendance at the appointments is mandatory, so it is a requirement that you are on site during the semester in which you are writing the thesis.

Each semester, an overall topic for the bachelor project will be announced by the chair. Own topic suggestions are not possible within the scope of bachelor theses.

Master Theses

Master's theses involve the independent design, implementation and evaluation of an empirical study (e.g. experiment, survey, analysis of secondary data, qualitative interviews). Master's theses can be registered at any time during the respective semester for which the supervision commitment is valid. The supervision follows a structured schedule. In addition to a colloquium on scientific work at the beginning of the semester, you will receive feedback on various milestones (outline, reading sample, draft empirical study, preliminary results empirical study) at dates determined by yourself. The master thesis can be written in German or English.

Each semester, different master thesis topics are advertised by the chair. Own suggestions for topics, which fit to the research focus of the chair, are also possible. Master's theses in cooperation with companies are also possible, but must address a research-relevant (i.e. not exclusively practice-relevant) issue that allows generalizable (i.e. not exclusively company-specific) findings. Applicants who would like to write their Master's thesis in cooperation with a company are requested to contact the chair in advance of the application. In a preliminary discussion it will be clarified whether the planned topic of the thesis can be supervised by the chair.

The research of the chair deals with questions of relationship marketing. Relationship marketing encompasses all activities of companies that serve to establish, develop and maintain successful customer relationships. The overriding research interest is to better understand and control both the intended and the unintended effects of relationship marketing. One focus of the research is on the diverse opportunities and challenges of the digital transformation for customer relationships.

Bachelor Theses

The topic of the bachelor project in the summer term 2023 can be found here.

Master Theses

The topics for master theses in the summer term 2023 can be found here.

At the Faculty of Business and Economics, the assignment of theses (Bachelor's theses, Master's theses) is organized via a central web-based registration procedure. You can find more information here.

Application period

Application for theses in the summer term 2023 is possible from 23.01.2023 to 03.02.2023 via the following page.

Application documents

Below you will find the required application documents for bachelor theses and master theses at the Chair of Business Administration, esp. Marketing and Digital Transformation.

Bachelor Theses

Please submit the following application documents, summarized in one PDF file:

• Letter of motivation
• Curriculum vitae
• Overview of grades

The letter of motivation should not exceed one page. In it, you should explain why you would like to write your bachelor thesis in the field of marketing and what interests you about the advertised topic of the bachelor project.

Master Theses

Please submit the following application documents, summarized in one PDF file:

• Scientific synopsis
• Curriculum vitae
• Summary of grades
• List of your up to three desired topics

The scientific exposé describes your possible research project and comprises a maximum of three pages including bibliography. You should explain the relevance of your possible topic, give a brief overview of the current state of research, formulate your research questions and outline ideas for the methodological approach. Please draw on relevant, current literature to prepare your synopsis. You may indicate up to three desired topics in your application, but you will only ever write one synopsis on your most preferred topic.

Selection criteria

It is an advantage if you have participated in at least one Bachelor's or Master's module in the field of marketing. Another selection criterion is the grades you achieved in your studies. Furthermore, we include the quality of your motivation letter (bachelor theses) or your scientific exposé (master theses) in the selection decision.

Confirmation of supervision

If you have received a confirmation of supervision for the Chair of Business Administration, esp. Marketing and Digital Transformation via the central system for the assignment of theses, your supervisor will contact you within the next few weeks to arrange a first meeting.

Bachelorarbeiten

Das Thema des Bachelorprojekts im Wintersemester 2023/24 finden Sie hier.

Das Thema des Bachelorprojekts im Sommersemester 2023 finden Sie hier.

Das Thema des Bachelorprojekts im Wintersemester 2022/23 finden Sie hier.

Masterarbeiten

Die Themen für Masterarbeiten im Wintersemester 2023/24 finden Sie hier.

Die Themen für Masterarbeiten im Sommersemester 2023 finden Sie hier.

Die Themen für Masterarbeiten im Wintersemester 2022/23 finden Sie hier.