Thesis MKT - Digital Marketing and Analytics

Doel vak

Academic Skills
Ability to demonstrate a command of all the academic research skills necessary to make (academic, managerial, and societal) relevant contributions to the marketing discipline.

Knowledge
Ability to explain specialized, marketing-related theory published in top academic marketing journals, as state-of-the-art in thinking about the discipline.

Bridging Theory and Practice
Ability to

• examine complex real-life marketing case problems from different (theoretical) perspectives and design well-founded, substantiated solutions;
• apply marketing theory and relevant methods in real-life situations.

Professional/social Skills
Ability to present in English (both orally and in writing) to both academics and professionals.

Broadening your Horizons
Ability to formulate your own opinion on Master’s related issues within society, your outlook including both economic interests and environmental, societal, and ethical concerns.

Self-awareness
Ability to take responsibility for your own learning and knowledge.

Inhoud vak

Your Master Thesis (18 EC) is the ultimate individual examination that marks the culmination of your master's program in Marketing (specialization: Digital Marketing and Analytics). Being the final frontier of your MSc program, the thesis builds on preceding courses and challenges you to both integrate the marketing knowledge and research skills you have acquired so far en develop a novel insight into the marketing discipline. To that end, you will individually perform an academic research project on a specialized marketing-related topic of your choice. You will present a comprehensive, in-depth study that includes both a conceptual framework as well as an empirical research that tests the relationship proposed. The thesis is a written document, much like the academic articles you have studied throughout the program. In addition, you will present your work to communicate the essence of your work in a concise and persuasive way.

Aanvullende informatie onderwijsvormen

Individual and/or group meetings

Toetsvorm

Thesis (including presentation) – Individual assessment

Vereiste voorkennis

To start the thesis, students must have passed either:

Customer and Marketing Analytics plus one other course of period 1 or 2,
OR
All courses in period 1 to 4 except Customer and Marketing Analytics. In the second option, the thesis starts in September of the next academic year. Students will still have to complete Customer and Marketing Analytics and are advised to seriously consider whether they are able to do so in parallel to a full-time thesis trajectory.

Literatuur

• The thesis manual
• Academic articles relevant to the topic of the thesis

Aanvullende informatie doelgroep

MSc Marketing students

Aanbevolen voorkennis

Relevant courses regarding the topic of your choice, as well as methodology courses relevant to your research design and method.