Your master thesis has to be empirical. @IMSM, students will typically use primary (e.g., survey or experimental) and/or secondary data and employ quantitative methods to analyze the acquired datasets.

Why should you write your master thesis with us?

• We offer you the opportunity to gain insights in the field of Interactive Marketing & Social Media.

• You will use quantitative methods to analyze big data.

• Your topic will have practical relevance and could include working with an industry partner.

• You will get the opportunity to actively participate in conducting state-of-the-art research in a young and interdisciplinary team. 

Finding your topic

Go to the Supervisor Pitch offered in your second semester and learn about the topics offered by IMSM. Then, apply for a topic with us by sending us an email! Be aware that we have a limited number of slots available! So be fast!

You can find  the topics we offered in the past here.

Recommended Timeline

To finish the program within two years, we strongly recommend following this timeline:

• Step 1: Go to the Supervisor Pitch offered in your second semester and learn about the topics offered by IMSM. Then, apply for a topic with us by sending us an email. We have a limited number of slots available: be fast!

• Step 2: Once you have decided to write your thesis with us (and have a confirmed slot), hand in an abstract of your master thesis at the beginning ofyour 3rd semester.

• Step 3: Write your exposé! Ideally, you finish the exposé writing process before the kick-off of the Marketing Study Project. You will find more details about this process below. 

• Step 4: Present your master thesis project during the kick-off of the Marketing Study Project, right after Christmas break in your 3rd semester.

• Step 5: Work on your master thesis during the 4th semester. You will receive regular coaching from your supervisor, as well as other faculty members, and your peers from the Marketing Study Project. 

• Step 6: Present your master thesis towards the end of your 4th semester in the Marketing Study Project.

• Step 7: Finally,submit your thesis towards the end of your 4th semester, so you can participate in the graduation ceremony with your classmates in Fall. 

Writing your Exposé

Your first important task is to write an exposé to clarify the topic of your thesis and the way you plan to approach the research problem. The exposé is a contract between you and your supervisor, so that it is clear what we expect you to deliver. It is also intended to help you structure your thesis, and should cover:

• a working title of your thesis;

• the motivation of the research problem;

• identification of the research gap and clear contribution of your work;

• your planned approach of how to solve the problem, including a proposed research method;

• managerial implications of your work;

• short outline of the thesis;

• preliminary literature list;

• a plan of your work stages, including biweekly milestones.

Drafting the exposé is an iterative process, which may require some time. Overall, your supervisor will provide feedback on three different versions of your exposé. After each round, you will have the opportunity to revise your work. This process should take no longer than four to six weeks.

Writing your Thesis

During the writing process, please report to your supervisor on the progress of your work, ideally every 2 to 3 weeks. 

Please follow the formatting and writing guidelines you can find here. 

Handing in your Thesis

• Fill out the cover page and place it at the beginning of your thesis.

• Submit your thesis via Learn@WU and send your supervisor a copy of the thesis via email. Additionally, please send us your presentation from the Marketing Study Project. 

• Also hand in the raw data you used in your thesis (e.g., via Dropbox or Google Drive) as well as a commented analysis file, so that your supervisor can replicate your results.   

The final version of your work is subject to an automatic plagiarism check on Learn@WU.