Question

Topic: Student Questions

Marketing Dissertation

Posted by Anonymous on 2/27/2007 at 10:55 AM ET 250 Points
Hi everyone, I am currently looking for a dissertation idea for my Msc Marketing course. I am interested in online marketing and was thinking of basing by dissertation on viral marketing/blogs. I am finding it difficult to come up with a title and provide fresh insights in the topic. Any ideas appreciated.
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  • Posted by Phoenix ONE on 2/28/2007 at 3:39 PM Member
    Nice topic,

    I would suggest you do it on how Google has shaped the marketing world -

    How it has reformed advertising , buying habits, revenue streams and consumer relationships.

    I think the concept of a search engine business model, redefining the rules of marketing and Ad engagements could be an endless topic.

    The topic has so many different areas on which to base a premise that you will not lack for direction once it flows.

    Best of Luck,
  • Posted on 3/6/2007 at 3:44 PM Accepted
    Hi Rossi,

    There are a number of different ways you could go here.

    1) Look at a specific case study of a viral marketing campaign in a specific industry (don't mix industries for the sake of a cleaner comparison) that has worked spectacularly and one that should have worked but failed and analyze the commanilities and differences. For example, Snakes on a Plane -- huge viral buzz which didn't translate into cult box office success versus Borat which was an enormous commercial success (and also a much better movie).

    2) Moving out more broadly, pick an industry in general that has adapted well to viral strategies (movies, music, travel) and contrast it with an industry that hasn't adapted well (automotive, airline) and examine the reasons why. Can the underperforming industry ever achieve success? What obstacles must it overcome?

    3) Get a little controversial and analyze the 'myth' of viral marketing. Does it really work, does it translate into actual product adoption? Are all of those people spreading buzz really consumers or just people in their basements who do nothing but blog away their free time?
    As the flip side of this, how much does all of this online buzz depend on traditional media to put it over the top and into the collective conciousness?

    Hope this gives you some ideas.

    Good luck!

    ~Jason







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