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Topic: Student Questions

Suggestions My Mba Dissertation Topic

Posted by Anonymous on 3/29/2009 at 6:19 PM ET 250 Points
Hi, I am MBA student and Im looking for a dissertation topic. Im interested in the marketing communication in the retail industry, especially in Boots Brand. because I think Boots has very good marketing strategy on their products to achieve customer loyalty. (their sale promotion and Advantage Card are the most attractive to the customer). but im not sure the aim and the objectives of this research. could anybody give me some suggestions on the topic and senarios of this research. Many thanks.
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RESPONSES

  • Posted on 3/29/2009 at 7:35 PM Accepted
    While it's certainly important to pick a topic that interests you and to which you're prepared to commit a large chunk of your time and attention, it's probably NOT a good idea to pick one where you have a strongly held preconceived notion. You run the risk of not being very objective as you assess what they've done.

    Maybe you'd be better off finding a Boots competitor and looking at the communication tactics they've chosen to compete with a strong market leader.
  • Posted on 3/30/2009 at 9:40 AM Accepted
    You can view some good dissertation topics here: https://www.ivoryresearch.com/dissertation-topics.php

    especially this page: https://www.ivoryresearch.com/marketing-dissertation-topics.php
  • Posted by koen.h.pauwels on 4/6/2009 at 4:15 AM Accepted
    We recently discussed this very topic at the Retailing Conference in Babson College, bringing together leading professors and professionals. A key need for research is how retailers can combine all the marketing tools at their disposal for success: retailers get a lot of advice on how to optimize the seperate pieces of their mix:
    1) product assortment
    2) branding the store and its private labels
    3) pricing strategy and price promotions
    4) offline location and online tools
    5) 360 degrees communication to customers
    but very little on how to combine 2 or 3 of the above to really make a difference....
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