Question

Topic: Student Questions

Urgent Support Needed For A Master Thesis Topic

Posted by Anonymous on 3/5/2009 at 4:31 PM ET 125 Points
Dear MarketingProfs members,

I have posted a question a few weeks ago and received a great idea for a master thesis from one of the members (thank you!). Unfortunately it contained looking into companies which would have meant a case study approach, which my tutors recommended to avoid if possible, to facilitate things for me.

After having done some research I have come up with an idea but don't know how to formulate it as a feasible topic and would welcome ideas/suggestions.

Currently web 2.0 seems to be the big topic, which has also drawn my attention. Apart from that I am also interested in fashion and was thinking of combining the two into something like:

"the effect of digital branding on the fashion design industry using the example of Scottish & Danish designers"

I am not quite sure how feasible this topic/aim is or how it could be called in order to sound better. Since I am studying International Marketing it needs an international focus (therefore the two countries). Glasgow has numerous upcoming designers (which should be easy in terms of arranging interviews) and Denmark is known for its fashion, too (I hope to carry out the one or other interview there, too).

Generally I would rather focus on the marketing side as on the fashion industry, which I mainly want to use to show the effects using web 2.0 for branding purpose on.
Personally I could well see myself going into the brand management direction professionally, after having completed my MSc studies in the next 6 months (depending on the labour market situation then of course).

My head is a bit of a mess - I have many ideas but find it hard to express myself and really hope someone can give me a hand. Any other marketing related suggestion is welcome, as long as it can be transformed into something academic-sounding that can be researched (a research gap).

I look forward to your responses :-)
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RESPONSES

  • Posted by telemoxie on 3/5/2009 at 11:21 PM Member
    I am neither a fashion expert nor a branding expert, but I wonder if an easier topic to research would be the stage of implementation of Web 2.0 techniques among designers in these companies.

    It seems you could do this with a survey approach, combining phone calls and visits with reviews of websites, and the contacts you make may be excellent job prospects for you down the road.

    Just an idea...
  • Posted on 3/10/2009 at 4:54 AM Author
    Dear telemoxie, first of all many many thanks.

    However, I would like to focus on the "branding" element more in-depth and was wondering whether anyone else in this forum can give me some advice. Luxury branding would also be an option.

    Thanks a lot in advance!
  • Posted on 3/19/2009 at 9:21 PM Accepted
    It's important to pick something and get started, even if you need to refine it later. Why not look at the effect of Web 2.0 on luxury branding. Start with the fashion sector and if you find enough good information, stay there. If not, expand to other areas -- fragrances, automobiles, etc.

    The whole area (of Web 2.0) is new enough that there probably are not many places you can look for what others have done (that is meaningful). That makes you the expert. And it lets you define the scope of your project as you learn what information is available and how you want to research the topic.
  • Posted on 3/20/2009 at 7:56 AM Author
    Thank you so so much Mgoodman, that sounds like a great idea!

    Have a nice weekend!
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