Question

Topic: Student Questions

Dissertation Topic

Posted by Anonymous on 1/11/2010 at 7:39 AM ET 25 Points
I am currently studying for a Masters in International Business and enjoy the 'Marketing' side of my course.
The time has now come to start on my dissertation and I am a bit worried about my topic choice.

I currently work in the cosmetics retail industry in the 'regulatory/legislative department' and would like to move into brand/product management within the industry.

Therefore, I need a topic that would be interesting to future employers, is easy to research and write up as I work full-time (and more) and study part-time with loads of essays and exams to work on before the dissertation hand in date.

Anyway, I was looking into 'the impact of brand stretching/extensions on brand equity' with the view of looking into a case study of 2 or 3 fashion and cosmetics companies (with different brand positioning - Luxury(Dior/Chanel)/Masstige(Karen Millen/Ted Baker)/Mass Market(H&M/Primark)

The question is, is it a concise and good enough topic for a wanna-be brand manager? What could the main research questions be? Is a fashion house moving into cosmetics seen as that much of a stretch?

I know there isn't much out there on the cosmetics industry and that is probably the most worrying part of writing this dissertation. Any suggestions welcome. Even if it is a change of topic.

Looking forward to your ideas.
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by Gary Bloomer on 1/12/2010 at 7:10 PM Accepted
    Dear yoyudofot,

    Want the truth? A future employer is not really interested in your thesis. So, don't sweat it.

    And your proposed title? "The impact of brand stretching/extensions on brand equity" I have no idea what this means. None.

    So, consider changing it to something you are interested in. Why? Because if it's not fun to write it won't be fun to read. Resist the temptation of writing to impress someone. That's never a great idea. This means writing for yourself.

    I hope this helps. Good luck to you.

    Gary Bloomer
    Wilmington, DE, USA

  • Posted on 1/22/2010 at 12:44 PM Accepted
    If your going for a International Business Masters I would suggest your thesis have a international theme. I spent 7 years overseas and also use cosmetics...so I know the market you are interested in.

    Something that might be interesting and current would be the impact of social media and online marketing to global brand awareness. You can focus on cosmetic brands.

    Good Luck!
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Student Questions)