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Department of Business and Economics
Bachelor / Master


Here you will find information about writing a thesis at the Professorship of Marketing. Please choose the form of thesis you are interested in:


During their bachelor thesis, students work independently on an empirical project. The topics of the work are based on practical problems, often in cooperation with companies. Therefore, students should have participated in the bachelor seminar “Scientific Writing” of the Professorship of Marketing.

Parallel to writing the bachelor thesis, the project seminar is attended. On a regular basis, the status of the bachelor thesis is presented and discussed in the project seminar. After handing in the bachelor thesis, the results will be presented and discussed in front of the other participants.

Since all topics are empirical, the time for writing the bachelor thesis is 13 weeks in total.


The supervision of the bachelor theses is primarily carried out by the lecturer who is responsible for the project seminar in each semester.

Project seminar

Contact person

Karen Wesely


Marketing should be a major course of study. Students should have attended the courses "Customer Management (former Marketing Engineering)", "Industrial Marketing", the master seminar or "Concepts & Cases in International Marketing". Furthermore, experiences with methods of empirical social research are required. To write the master thesis, 60 ECTS credits must have been achieved.


In the master thesis, students deal with a specific problem in a scientific way. For this purpose, existing concepts and empirical research results from marketing science are applied. In addition, the problem is examined by using the methods of qualitative and/or quantitative social research. Based on the findings, students develop managerial implications and recommendations for future research. Since all topics are empirical, the time for writing the master thesis is 26 weeks in total.

Application period

The application period for Master's theses in the summer semester 2023 runs from 30.01.2023 to 12.02.2023. The application for a tutoring place does not include an award guarantee.

Application and assignment of topics

If you want to write your master thesis at the Professorship of Marketing, please contact Karen Wesely and send her the following application documents:

  • a current transcript of grades
  • a current curriculum vitae
  • a letter of motivation and
  • the completed application form

Please fill in all relevant data in the given form (pdf). Please enclose the completed form with your application documents and send them to Ms. Wesely.

Link to Form (German)

The letter of motivation should indicate whether you have a company with which / for which you would like to write your thesis. Furthermore, you should tell us which preferences you have in the choice of topic (e.g. FMCG, B-2-B marketing, international marketing, etc.) and, if applicable, which methodology you would like to use for your research (Qualitative or quantitative design? Which method is preferred?).

If possible, application should be sent one to two months before you would like to write your thesis. Together with Professor Holzmüller and the supervising team member, you will be able to find a topic for your work. The professorship offers a number of different topics. For example, it can be a question from a current research project or a cooperation with a company. Students can also look for their own topics, for example by approaching companies themselves. In this case, the professorship will decide whether the topic can be supervised by us. If you have any further questions, please do not hesitate to contact Ms. Ruoss.


The supervision of the master thesis is designed to accompany the project. Students should actively maintain contact with the supervisor in order to avoid mistakes and not lose sight of the agreed objectives.

Dates for the final presentation

Please contact your advisor to schedule your final presentation.

Contact person

Karen Wesely