Question

Topic: Student Questions

Dissertation Ideas

Posted by Anonymous on 1/7/2013 at 10:37 AM ET 125 Points
Hello,

I am a massive Formula One fan, so I originally wanted to do something revolving around F1 for my International Marketing Management dissertation. With that being said, I'm not sure what to do that hasn't been done. But anyway, here are some of my ideas.

- How does sport culture affect Formula One's following in different regions?
- Is Formula One's high social standing affecting attendance in newer venues?
- Something with advertising in F1...

I also thought about looking into the watch industry, so luxury goods for that matter.

- Does ownership of counterfeit items lead to purchase of the authentic piece?

Thank you the help,

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RESPONSES

  • Posted by Moriarty on 1/7/2013 at 10:50 AM Accepted
    You could look at the demographics of the different Formula 1 team's supporters. You might be advertising with the wrong team (!) - well for maximum effect anyway.

    You could look at the effect on the supporters of one driver who moves from one team to another? Do they stay and support the team without him, or move with him - and why. And the advertising/branding implications of this.



  • Posted by Gary Bloomer on 1/7/2013 at 12:15 PM Accepted
    There are any number of Formula One-related subjects you could examine:

    Ratios of races entered and won and their impact on show room sales: what drives what and why?

    Ordinary driver loyalty to specific, race related teams, sponsors, makes, engines, etc.,.

    Worldwide tourism revenue per nation, per race: pros and cons and what efforts are made to attract race goers.

    Car safety, sponsor connections, and the responsibility behind what may be just a lust for blood. Essentially, F1 racing is a modern day chariot race or a battle between gladiators that sometimes, costs someone their life. How do sponsors reconcile their connection to a race in which someone might die?

  • Posted by SteveByrneMarketing on 1/7/2013 at 9:32 PM Accepted
    Following up on Gary's worldwide angle, you could focus in on the on-going globalization of F1, with Russian Grand Prix in Black Sea resort of Sochi in 2014 and new proposals for F1 in Vietnam, Croatia and Thailand creating opportunities for global brands to extend their brand awareness to new global markets.

    Also, increasing opportunities to watch live FI action on mobile phones and tablets (with mobile ads).
  • Posted by mgoodman on 1/8/2013 at 9:51 AM Accepted
    Have you thought about what you want to do after you finish your formal education? A lot of folks consider their dissertation to be part of their portfolio when they're interviewing for a job. The more you know about an organization going-in, the more likely they are to want to hire you. After all, you will have clearly demonstrated that you have a passion for what they do.
  • Posted on 1/9/2013 at 3:08 PM Author
    I would like to get my PhD in Marketing Communications and Culture after graduation. Beyond that I haven't thought much about it. I have not given this too much thought as of yet. It's exam time right now so most of my focus is on that.

    I like the worldwide tourism aspect of Formula One, why some nations draw more than others, what affects it has on the nation and the city in which the race is hosted. It might be hard to draw a connection between races won and cars sold in the showroom, because, after all, Red Bull doesn't have a car, but an drink and Force India, they don't sell anything. HA. It might be research how wins and championships affect the sales of the big sponsors. Such as, if Lewis Hamilton wins, do people go to Vodafone.

    My only concern is, due to the global nature of a topic such as this, I only have four months and quantitative research might be challenging. I wonder if the F1 teams might lend a hand.

    Thank you for the help,
  • Posted by telemoxie on 1/9/2013 at 4:37 PM Accepted
    if I were personally in your situation, I would set up a Google News alert for Formula One, set up my e-mail software to place all results in one folder, and see what happens. It's very easy to do... you start by doing a Google News search, and just follow the directions. If you need more help, send me an e-mail.
  • Posted on 1/10/2013 at 2:48 PM Author
    Yes, I can do that. Thank you.
  • Posted by Gary Bloomer on 1/12/2013 at 11:44 AM Member
    Unless there's a benefit to a specific F1 team it's unlikely they'll dedicated resources to help you. By all means ask them, but know from the beginning that your chances of connecting with someone in the team are slim. As for connections between teams and cars sold, I'm less a fan of F1 now than I was 30 years ago, so I wouldn't know. Back then, car and engine manufacturers were the focus, less so the sponsors. These days I couldn't name a single driver. Most of the drivers I knew of are either comfortably retired or dead. Tourism and revenue may be good avenues to look into: what makes certain destinations sexier or more appealing than others? To find the answer to that question (and again, if you have time) you might want to get yourself a sponsor so that you can go to some of the races to find out first hand. Good luck to you.
  • Posted on 1/17/2013 at 3:40 PM Author
    About the only real manufacturers anymore are Ferrari and Mercedes. I suppose McLaren do make a road car, but not enough to warrant research. I will draft an email to send out to some of the teams in the UK. I don't need sponsorship, just assistance from them would be great.

    I might attend the British Grand Prix this year, but I'm sure I can do any others with my finances, but never say never. I really like the tourism idea. Trying to think of a good research question that revolves around F1 and tourism will take some time.

    Thank you again for all the help,
  • Posted on 1/19/2013 at 7:35 AM Author
    Am I stretching this to far by looking at the positive and negative impacts of Formula One tourism, the reason why people attend a race outside of their home country, and how it can guide the expansion of the sport?

    Is that too much?
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