Dissertation
Budget: €30 – €250 EUR
Write a full dissertation (10 000 words min) about any topic (must pick one) around digital marketing strategy.
# Dissertation Guide to follow!
* **Do research, not a report**
* A report describes, summarises, or compares a topic.
* Research explains what is happening and why.
* A strong dissertation identifies relationships, mechanisms, conditions, and outcomes.
* Avoid broad descriptive topics like “AI in marketing” or “social media and Gen Z.”
* **Turn a broad topic into a clear research question**
* Start with a narrow problem, not a general area.
* Identify three or four key constructs.
* Ask:
* What is the independent variable?
* What is the outcome variable?
* What mechanism explains the effect?
* Under what conditions does the effect become stronger or weaker?
* **Use this basic research question formula**
* How does **X** affect **Y** through **M**, and under what condition **Z**?
* Example:
* How does AI-generated personalisation affect consumer trust through perceived authenticity, and does this differ between luxury and mass-market brands?
* **Make sure the topic is accessible**
* A good topic is useless without access to data.
* Check whether you can realistically access:
* Interview participants
* Survey respondents
* Organisations
* Campaign data
* Public datasets
* Social media data
* Case material
* If you do not have access to evidence, the project is not viable.
* **Choose a durable topic**
* The topic should still matter in at least one year.
* Avoid topics based only on short-lived trends, platform updates, or temporary hype.
* Weak:
* How brands use TikTok trends in April 2026.
* Stronger:
* How short-form video affects perceived brand authenticity among Gen Z consumers.
* **Focus on research, not strategy**
* A dissertation should not begin with “What should a company do?”
* That is a consulting question.
* A dissertation should ask:
* What is happening?
* Why is it happening?
* Under what conditions does it happen?
* Recommendations can come later, but they must be based on evidence.
* **Choose a topic that tackles a real problem**
* Strong topics often explore tensions such as:
* Personalisation vs privacy
* Efficiency vs authenticity
* Automation vs trust
* AI convenience vs cognitive dependence
* Luxury accessibility vs exclusivity
* Influencer relatability vs credibility
* Sustainability claims vs consumer scepticism
* Data-driven marketing vs creative judgement
* **Avoid the familiarity trap**
* Do not choose a topic only because you already know it.
* “I like Instagram” is not a research contribution.
* Familiarity can help, but it is not enough.
* **Avoid the maturity trap**
* Do not choose an over-researched topic with little new to say.
* Example:
* Does influencer marketing affect purchase intention?
* This is too familiar unless you add a new context, mechanism, or contradiction.
* **Avoid the nearness trap**
* Do not choose a question that is too close to existing studies.
* Example:
* Does influencer credibility affect trust?
* This is too obvious unless you make the angle sharper.
* **Use the Watson Box to test your idea**
* **What?**
* What is the puzzle or research question?
* **Why?**
* Why does this matter for theory and practice?
* **How conceptually?**
* What theories, concepts, or models will you use?
* **How practically?**
* What method and data will you use?
* **Find strong key papers early**
* Identify up to three key papers that are close to your research question.
* Ideally use papers from:
* FT50 journals
* ABS3 or above journals
* These papers should guide your dissertation structure.
* **Study your key papers carefully**
* Look at:
* Research question
* Theoretical logic
* Main variables
* Mechanism
* Moderator
* Research design
* Data source
* Methodology
* Contribution
* Introduction structure
* Method structure
* Discussion structure
* Limitations
* Practical implications
* **Use key papers as a model, not something to copy**
* You are not expected to produce publishable journal-level work.
* That usually takes two to three years.
* But you should follow the structure and logic of strong academic papers.
* **Use this key paper review checklist**
* Full reference
* Research question
* Core problem
* Theory used
* Independent variable
* Outcome variable
* Mechanism
* Moderator
* Method
* Data source
* Main findings
* Contribution
* Relevance to your dissertation
* **Structure your dissertation clearly**
* Introduction and objectives
* Critical literature review
* Conceptual framework
* Research methodology and methods
* Presentation and analysis of findings
* Conclusions and recommendations
* **Chapter 1: Introduction and objectives**
* Set the context.
* Define the real-world problem.
* Explain why the topic matters.
* Present the research question.
* State clear and achievable objectives.
* Briefly explain the contribution of the study.
* **Chapter 2: Critical literature review**
* Identify the relevant academic fields.
* Discuss the main themes.
* Do not just list sources.
* Critically evaluate the literature.
* Challenge assumptions.
* Show gaps, tensions, or contradictions.
* Build a logical argument for your study.
* **Chapter 3: Conceptual framework**
* Define your key concepts.
* Show how your variables or ideas relate to each other.
* Present a simple analytical model or diagram.
* Explain the expected relationships between concepts.
* Use the framework to guide your research design.
* **Chapter 4: Research methodology and methods**
* Explain your methodological stance.
* For example:
* Inductive explorer
* Deductive surveyor
* Justify your chosen method.
* Possible methods include:
* Semi-structured interviews
* Surveys
* Experiments
* Case studies
* Secondary data analysis
* Explain your data collection process.
* Address ethics, including consent, confidentiality, and data handling.
* **Chapter 5: Findings and analysis**
* Present what you found.
* Do not just describe results.
* Analyse the findings using your literature review and conceptual framework.
* Show how your data answers the research question.
* Connect findings back to theory.
* **Chapter 6: Conclusions and recommendations**
* Summarise the main argument.
* Answer the research question clearly.
* Discuss the contribution of the study.
* Acknowledge limitations.
* Discuss validity and reliability.
* Offer practical recommendations.
* Explain implementation challenges.
* **Final test for your dissertation topic**
* Is it research, not just a report?
* Is the question narrow enough?
* Are the key variables clear?
* Is there a mechanism or moderator?
* Can you access the data?
* Will the topic still matter in one year?
* Does it solve or explain a real problem?
* Can you find strong academic papers to guide it?
* Can it fit into the Watson Box?
* Can it lead to useful recommendations?
# Dissertation Guide to follow!
* **Do research, not a report**
* A report describes, summarises, or compares a topic.
* Research explains what is happening and why.
* A strong dissertation identifies relationships, mechanisms, conditions, and outcomes.
* Avoid broad descriptive topics like “AI in marketing” or “social media and Gen Z.”
* **Turn a broad topic into a clear research question**
* Start with a narrow problem, not a general area.
* Identify three or four key constructs.
* Ask:
* What is the independent variable?
* What is the outcome variable?
* What mechanism explains the effect?
* Under what conditions does the effect become stronger or weaker?
* **Use this basic research question formula**
* How does **X** affect **Y** through **M**, and under what condition **Z**?
* Example:
* How does AI-generated personalisation affect consumer trust through perceived authenticity, and does this differ between luxury and mass-market brands?
* **Make sure the topic is accessible**
* A good topic is useless without access to data.
* Check whether you can realistically access:
* Interview participants
* Survey respondents
* Organisations
* Campaign data
* Public datasets
* Social media data
* Case material
* If you do not have access to evidence, the project is not viable.
* **Choose a durable topic**
* The topic should still matter in at least one year.
* Avoid topics based only on short-lived trends, platform updates, or temporary hype.
* Weak:
* How brands use TikTok trends in April 2026.
* Stronger:
* How short-form video affects perceived brand authenticity among Gen Z consumers.
* **Focus on research, not strategy**
* A dissertation should not begin with “What should a company do?”
* That is a consulting question.
* A dissertation should ask:
* What is happening?
* Why is it happening?
* Under what conditions does it happen?
* Recommendations can come later, but they must be based on evidence.
* **Choose a topic that tackles a real problem**
* Strong topics often explore tensions such as:
* Personalisation vs privacy
* Efficiency vs authenticity
* Automation vs trust
* AI convenience vs cognitive dependence
* Luxury accessibility vs exclusivity
* Influencer relatability vs credibility
* Sustainability claims vs consumer scepticism
* Data-driven marketing vs creative judgement
* **Avoid the familiarity trap**
* Do not choose a topic only because you already know it.
* “I like Instagram” is not a research contribution.
* Familiarity can help, but it is not enough.
* **Avoid the maturity trap**
* Do not choose an over-researched topic with little new to say.
* Example:
* Does influencer marketing affect purchase intention?
* This is too familiar unless you add a new context, mechanism, or contradiction.
* **Avoid the nearness trap**
* Do not choose a question that is too close to existing studies.
* Example:
* Does influencer credibility affect trust?
* This is too obvious unless you make the angle sharper.
* **Use the Watson Box to test your idea**
* **What?**
* What is the puzzle or research question?
* **Why?**
* Why does this matter for theory and practice?
* **How conceptually?**
* What theories, concepts, or models will you use?
* **How practically?**
* What method and data will you use?
* **Find strong key papers early**
* Identify up to three key papers that are close to your research question.
* Ideally use papers from:
* FT50 journals
* ABS3 or above journals
* These papers should guide your dissertation structure.
* **Study your key papers carefully**
* Look at:
* Research question
* Theoretical logic
* Main variables
* Mechanism
* Moderator
* Research design
* Data source
* Methodology
* Contribution
* Introduction structure
* Method structure
* Discussion structure
* Limitations
* Practical implications
* **Use key papers as a model, not something to copy**
* You are not expected to produce publishable journal-level work.
* That usually takes two to three years.
* But you should follow the structure and logic of strong academic papers.
* **Use this key paper review checklist**
* Full reference
* Research question
* Core problem
* Theory used
* Independent variable
* Outcome variable
* Mechanism
* Moderator
* Method
* Data source
* Main findings
* Contribution
* Relevance to your dissertation
* **Structure your dissertation clearly**
* Introduction and objectives
* Critical literature review
* Conceptual framework
* Research methodology and methods
* Presentation and analysis of findings
* Conclusions and recommendations
* **Chapter 1: Introduction and objectives**
* Set the context.
* Define the real-world problem.
* Explain why the topic matters.
* Present the research question.
* State clear and achievable objectives.
* Briefly explain the contribution of the study.
* **Chapter 2: Critical literature review**
* Identify the relevant academic fields.
* Discuss the main themes.
* Do not just list sources.
* Critically evaluate the literature.
* Challenge assumptions.
* Show gaps, tensions, or contradictions.
* Build a logical argument for your study.
* **Chapter 3: Conceptual framework**
* Define your key concepts.
* Show how your variables or ideas relate to each other.
* Present a simple analytical model or diagram.
* Explain the expected relationships between concepts.
* Use the framework to guide your research design.
* **Chapter 4: Research methodology and methods**
* Explain your methodological stance.
* For example:
* Inductive explorer
* Deductive surveyor
* Justify your chosen method.
* Possible methods include:
* Semi-structured interviews
* Surveys
* Experiments
* Case studies
* Secondary data analysis
* Explain your data collection process.
* Address ethics, including consent, confidentiality, and data handling.
* **Chapter 5: Findings and analysis**
* Present what you found.
* Do not just describe results.
* Analyse the findings using your literature review and conceptual framework.
* Show how your data answers the research question.
* Connect findings back to theory.
* **Chapter 6: Conclusions and recommendations**
* Summarise the main argument.
* Answer the research question clearly.
* Discuss the contribution of the study.
* Acknowledge limitations.
* Discuss validity and reliability.
* Offer practical recommendations.
* Explain implementation challenges.
* **Final test for your dissertation topic**
* Is it research, not just a report?
* Is the question narrow enough?
* Are the key variables clear?
* Is there a mechanism or moderator?
* Can you access the data?
* Will the topic still matter in one year?
* Does it solve or explain a real problem?
* Can you find strong academic papers to guide it?
* Can it fit into the Watson Box?
* Can it lead to useful recommendations?