Supervision of a Master thesis:
The research group Marketing & Sales (Prof. Dr. Martin Klarmann) offer supervision of Master theses from various subject areas.
How can I apply?
There is no structured application process. You can approach the respective research group anytime using regular application documents (motivation, curriculum vitae, grades). Additionally, please state your preferred starting period.
Are there any requirements?
Completion of the course “Market Research” (previously “Marktforschung”) is required in order to be accepted for a Master thesis at the institute. Additionally, it is recommended to have participated at the Master seminar beforehand.
Which topics can be chosen?
Topics are in general very much tied to current research at the institute. As such, students have the opportunity to get an insight into the current research and are able to contribute. In general, all topics include an empirical part.
There are three options to get a topic:
Option 1: Offer
A list of currently offered topics can be found under this table. If you are interested in one of the topics listed, please contact the respective supervisor directly.
Option 2: Own topic/Open inquiry
We are open to own topic suggestions and open inquiries. Topic suggestions can be discussed with the potential supervisor.
Please contact Alessa Daumann (Research group Marketing & Sales) or the respective supervisor directly.
Required documents:
- Exposé of one page max (including the research question, theoretical anchor, and planned methodology)
- Curriculum Vitae
- Current grades
Option 3: Practical topic
Bachelor theses in cooperation with a company are possible.
Please contact Alessa Daumann (Research group Marketing & Sales) or the respective supervisor directly.
Required documents:
- Exposé of one page max (including the research question, theoretical anchor, and planned methodology)
Currently offered Master thesis topics:
|
Betreuer: Martin Klarmann
Naming by Committee: Are Groups Less Creative than Individuals in Naming Brands? In many organizations, both private and public, naming decisions are prepared or decided by groups. Will this result in good brand names? This master thesis investigates how democratic group decision-making compares to individual choices in creating product and brand names. The working hypothesis is that individuals generate more creative and effective names because they are willing to suggest moderately unconventional, marketable options, whereas group processes tend to favor safer, more normative choices due to consensus-seeking and conformity pressure. This topic is crucial for branding and marketing, where originality can be decisive for success. The project will use experimental studies comparing naming outcomes generated by individuals and groups, with creativity and market fit assessed by independent panels. The research may also explore social and psychological mechanisms behind group normativity. Please apply for this topic if you are interested in marketing and its psychological underpinnings.
|
|
|
Which other guidelines apply to the creation of and application for a Master thesis?
You can find information on the formal guidelines of the research group as well as the application for the Master thesis at the bottom of this page.