The theses admission process is solely managed by the Chair of Marketing and Consumer Behavior.

The following rules apply for the theses (Diplom, Bachelor and Master) admission process:

  • The contents of the thesis must be applicable to the area of marketing and consumer behavior.
  • A topic can be chosen from the area of research done at the Chair of Marketing and Consumer Behavior (see research interests of the team members below) or from the industry (in this case please create an outline proposal/exercise description of ca. 1 Din A4 page).
  • Own topic suggestions are welcome. Please create a concept of ca. 1 Din A4 page (including the topic you want to work on, if there is a research gap for the chosen topic, if it’s an empirical or literature thesis and a general concept).
  • The amount of supervised theses depends on the capacities at the chair. In case of increased demand there is a possibility that not all applications might be taken into consideration.
  • In order to apply for a thesis you must hand in the appropriate form.
  • The application process with the chair does not replace the application with the examination office. Please note that it is your own responsibility to be aware of the formal procedures required by the examination office, including deadlines!

  • Research Interests/Topic Areas for Thesis with the Chair:

    Prof. Dr. Yasemin Boztuğ: Modeling of Purchase Decisions, Consumer Behavior, Pricing Strategy, Brand Choice Models, Market Basket Analysis

    Dr. Ossama Elshiewy: Market- and Consumer Research, Marketing-Mix for Fast Moving Consumer Goods (FMCG), Food Marketing

    Dr. Steffen Jahn: Consumer Behavior, Loyalty and Attachments (to Brands, Products and Organizations), Brands, Consumer Experience, Postmodern Insights in Marketing, Marketing Communication

    Mahmoud Ahmed, M.Sc.: Ethical Branding and Labels, Ethical Purchase Intention and Awareness, Socio-Demographic Differences in the Response to Marketing Methods (supervision in English)

    Monique Breaz, M.A.: Consumption Goals and Self-Regulation, Consumers’ Purchase Intentions and After Sales, Information Processing and Labeling Strategies

    Carsten Leo Demming, M.Sc.: Purchase- and Consumption Decisions, Product Experiences, Consumer Knowledge, Formation of Preferences, Loyalty, Marketing Fast Moving Consumer Goods (FMCG)



    For information on entrance and application requirements please consult the information from the examination office.