Theses

Overview of topics for bachelor and master theses

In the process of your study, you will need to prepare a bachelor's and/or master's thesis depending on your targeted degree. During this time, you will gain new knowledge in terms of your subject and overall research work under the guidance of your chosen supervisor. The first step for writing a good thesis will be to determine a topic, which you like.

You will find an overview of the topics I have already supervised or I am interested in below. If you would like to realize your own topic and/or if you are looking for a possible first supervisor, please contact me.

It is also important that you consider the specific requirements of your study program for your thesis. An overview of the respective examination and study regulations can be found here.

Bachelor theses

(concluded) The Distribution of Food through E-Commerce - Possibilities to improve Customer Acceptance through Online Marketing

Author: Alexander Pankunin

The convenient way to purchase products through the Internet becomes more popular for people. Wherever shoes, clothing, bags and many more products can be bought, various companies have been trying to sell food for years as well.

In the meanwhile, the purchase of food over the Internet is becoming more and more established, but there are still a lot of potential customers who are skeptical about it. Purchasing in the stationary trade is still preferred by most customers. Several factors influence the lack of acceptance, in terms of shopping on the Internet on behalf of the customers, such as: the delivery costs, the delivery time, the product prices and the resulting waste through the packaging. In addition, customers can not see, smell or touch the ordered products themselves. There is a certain threat to do extra shopping if you are not satisfied with the products bought online and are looking for an exchange. In addition, the expiration date is not explicitly identifiable, so there is a risk of receiving products that are rotten after a short time. Also, there is no possibility to spontaneously order food and receive it the same day. These and other reasons represent the problems from the customer's point of view.

On the other hand, companies strive to remain competitive in order not to offer competitors advantages. As more and more supermarkets, such as Rewe, Netto and Edeka will offer the purchase of groceries online, even more supermarkets will follow suit in the near future. In addition to renowned supermarkets, a number of start-up companies are also dedicated for offering this service. However, companies face problems in delivering perishable products, offering feasible delivery dates, developing appropriate logistics, and attracting and retaining new customers through satisfaction. There is also a difference concerning the product range online and within the stationary retail, so that only certain product categories are offered in the Internet. In the same way, other types of discounts are offered than online, which in turn leads customers to refrain from shopping online. Also different customer preferences are a crucial point, why customers prefer to visit the supermarket personally, in opposite to shopping online.

Therefore, the aim is to analyze what the pros and cons in terms online food ordering are compared to the stationary trade, to develop solutions. Online Marketing and their various tools shall be used to identify opportunities for companies to gain a higher share of customers. Likewise, potential barriers rooting the problem that customers do not order online, shall be identified.

Master theses

(concluded) Lessons learned for offline trading based on online customer behaviour

Author: Janina Clausen

Concerning companies activites in sales, the focus areas develop, from offline sales to online distribution channels. Many companies are using digitization and, in addition to the offline business, are turning to processes that take place on the Internet. Regardless of the sales channel, emotions play one of the most important roles in the buying process, because only those who feel emotionally addressed typically develop the motivation to actually acquire a product or service.

The emotional environment of customers in the offline and online business are analyzed comparatively to determine the possible lessons the offline trade can learn from the customer behavior in online shopping. Can digitization be used to generate benefits and opportunities for offline commerce and how can emotions be transported in this context? Is there a possibility that POS emotions and demands can be satisfied and supported with the help of digital possibilities? This study will be carried out on the basis of a practical example.

(concluded) Acquisition of new Customers in Programmatic Display Advertising at the Example of Otto.de

(concluded) Acquisition of new Customers in Programmatic Display Advertising at the Example of Otto.de

Author: Arne Reinhardt

Partner from Industry: Otto.de

There are various channels in the online marketing mix that are suitable for acquiring new customers. This work deals with the acquisition of new customers with the help of Programmatic Display Advertising. It also can be translated as data-driven display advertising and differs from the classic display advertising in that form, that no advertising environments are booked, but in bidding on the individual users are submitted in real time. The data of the users is collected by tracking measures during a visit to a website via cookies. Advertisers are able to identify the user again, then. Surfing behavior provides information such as interests (eg, fashion) and intentions (eg, buying intentions) to help users reach content relevant to them. In addition, companies can also specifically address users who fulfill the desired criteria (demographics, history, intentions, interests, etc.) in order to improve their own conversion rate (Kamps et al. (2018), p. 4 ff.)

As not every unknown user is a customer, the acquisition of new customers or new users must be differentiated and can be implemented through various possibilities of audience building and pre-targeting. For example, advertising campaigns can target specific audiences, such as those unknown users. In addition, existing data from third-party providers, from market research or alternative methods can be used to improve the performance of new customer campaigns (Busch (2014), p. 149).

Due to the currently high relevance of acquiring new customers in e-commerce, the work is intended to highlight various options for acquiring new customers and to use A/B tests to examine the influence of individual measures on the acquisition of new customers. Afterwards, recommendations for action can be expressed for otto.de.

Possible test scenarios for an evaluation are, for example:

  • Geotargeting: Here, unknown users are addressed in locations, in which otto.de has few customers.
  • Statistische Zwillinge: This procedure addresses unknown users with a similar surfing behavior as the existing customer.
  • Coupon marketing: Possible customers shall be animated to by via a voucher.

The methodology used is an A/B testing that can be used to determine how changes, such as impact on targeting, performs. In A/B testing, a target group determined beforehand is divided into two different subgroups, the test and the control group. The control group receives the original version of the test object, for example, a "non-customer targeting" and the test group in the case, for example, a modified geo-targeting that refers to specific regions. All data during the test is collected and analyzed afterwards. At the end of the work, recommendations for action are derived from the surveys (Zerres (2017), p. 187).

Kamps I., Schetter D. (2018): Performance Marketing - Der Wegweiser zu einem mess- und steuerbaren Marketing – Einführung in Instrumente, Methoden und Technik, Wiesbaden: Springer Fachmedien; Busch O. (2014): Relative Advertising - Digitales Marketing in Echtzeit: Strategien, Konzepte und Perspektiven, Wiesbaden: Springer Fachmedien; Zerres C. (2017): Marketing-Controlling: Grundlagen – Methoden – Umsetzung, Wiesbaden: Springer Fachmedien