Information about Masters Thesis

The masters thesis should be a carefully argued scholarly paper of approximately 35 pages (max. 50 pages including all tables, figures and appendices). 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 and management journals). The thesis must have a substantial research component and a strong focus on the main topic of the paper. The thesis has to be written in english!

Possible Subject Areas for Masters Thesis

  • Advertising and Sales Promotions
  • Branding and Brand Management
  • Consumer Behavior
  • Consumer Choice Models
  • Customer Switching Behavior and Loyalty
  • Digital Marketing
  • Pricing and Price Strategies
  • Social Media Communications
  • Social Networks in Marketing

Application (Masters Thesis):

Please send an email to Prof. Florian Stahl (florian.stahl(at) including

  • your preferred subject area(s)
  • your CV and list of all master courses and grades 
  • proof that you visited one of the master thesis seminars of the marketing area


Download of masters thesis guidelines: MastersThesisGuidelines.pdf

Download of writing guide: "THE ACADEMICS’ LITTLE HELPER".pdf


Selected Masters Theses of 2015

Selected Masters Theses of 2016







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