research report on marketing for mba

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71+ Research Paper Topics & Ideas for Marketing Students  

As a marketing student, you probably have access to a plethora of resources such as your college library and of course, the internet, to come up with great research paper topics.

However, the thought of writing your research paper can be daunting, especially if you’re still brainstorming and don’t know what to write about.

Just like any other piece of writing, start by keeping your audience in mind. Then, make a list of research paper topics that are more relevant to your interests, or a new under-developed field (for example; augmented reality, or people sentiments towards Artificial Intelligence), or a unique research topic that intrigues your audience.

But if you’re still struggling to pin down one out of the many research paper topics for your program, we’ll suggest a number of them for you to either choose from; or for you to take inspiration from and come up with your own.

Table of Contents

How to Choose the Best Research Paper Topics

Before we dive into the details, you’ll have to familiarize yourself with the basics. For starters, pick up a pen and paper and brainstorm different topics that you’d like to write about.

While personal interest is definitely important, we also suggest you opt for a topic that will intrigue your readers.  Here are a couple of factors you ought to keep in mind while selecting a topic:

Keeping your personal interest in mind

You probably won’t be able to write a stellar research paper if you’re not interested in the topic. Sit down with your peers and advisors to discuss possible ideas. It will be easier for you to discuss different themes once you’ve written down all your ideas in one place. If you’ve decided on a specific keyword for instance “consumer behaviour”, you can look for similar research papers on the internet.

A research paper isn’t a descriptive essay which you can drag aimlessly. Your research paper needs to be based on factual data and that’s only possible if you’ve conducted thorough research. While jotting down points for your first draft, ensure your statements are supported with references or examples citing credible academicals and research work.

Don’t leave it till the last day

A lot of students tend to undermine the writing process and leave for the last few days. Bear in mind that you can’t possibly write your entire research paper overnight. In order to succeed, you’ll have to devote sufficient amount of time to research.

Also, be prepared to schedule meetings with your advisor on a regular basis as you’re bound to require help along the way. At this point, make sure you only rely on credible sources that will support your dissertation.

Examples & List of Research Paper Topics

If you’re still unable to decide a topic of your interest, here is a list of 70 unique marketing research topics that you can use as marketing project topics for your MBA, or any other marketing course:

• How do organizations use CSR ( corporate social responsibility ) to reinforce brand equity?
• What manipulation tactics do brands use to get more customers?
• How can brand image be communicated via social media marketing?
• How can social media impact the buying choices of shoppers?
• Are consumers equipped to shield themselves from direct marketing strategies?
• Determine and analyze consumer buying behavior for [product name]
• How does advertising impact consumer behaviour?
• How does family orientation impact marketing communications?
• What characteristics do buyers look for when purchasing a product online?
• How does global marketing incorporate standardization?
• What attributes do consumers look for when comparing products online?
• How do financial institutions differentiate their goods and services on the basis of social class?
• Is direct marketing really the most effective form of marketing?
• What internet marketing trends can be expected for the future?
• How to marketing strategies differ across different cultures?
• Can brand advertising impact political campaigns?
• How do brands exploit impulsive buying?
• How does loyalty cards encourage sales and boost customer loyalty?
• Can well-marketed brands get away with selling substandard quality products?
• How is globalization having on impact on consumer behaviour?
• Impact of brand image on customer loyalty
• Brand attributes that lead to an increase in customer loyalty
• Successful marketing approaches that helped break through strong market monopoly
• Impact of cause marketing on brand affinity with young mothers
• Effect of consumer promotions and discount offerings on brand equity
• The outcomes of advertising in a recession
• Influence on Social Media advertising on consumer behaviour
• Effect of TV advertising on top of mind awareness
• Understanding customer perceptions around event sponsorships
• Does corporate social responsibility translate into sales?
• Canadians perspective on being targeted with mobile ads based on their browser history
• Is direct marketing welcomed by people?
• Are customers able to differentiate between various mortgage offering by competing banks?
• Does social media influence buying behaviour
• Do people like being click baited into sponsored posts?
• Understanding the impact of celebrity endorsements on ROI for CPG brands
• Women’s sentiments around comparison advertising
• How effective is comparison advertising to build brand equity?
• Do consumers prefer purchasing routine grocery products online?
• Is earned media perceived to be as important as it appears to be?
• What makes people want to share content to their friends?
• Understanding why content goes viral
• Marketing challenges around the evolving family structures
• Are we losing the emotional value and significance of money being in a cashless society?
• Is centralized global marketing a good idea for brand health in local markets?
• How is augmented reality going to enhance marketing experiences?
• How will artificial intelligence support in making better marketing decisions?
• Is immersion marketing through virtual reality technology going to be accepted?
• What does the luxury auto buyer look for in a car?
• How to instill a desire to purchase for customers in the luxury category
• Harmful effects of advertising to kids
• Impact of in-store branding on brand salience
• Effect marketing strategies for restaurant businesses
• Habit formation and ways to integrate new products in consumer lifestyles
• Is display advertising going to die?
• Can Snapchat help small business grow?
• How do customers perceive the brand who advertise on Instagram?
• The impact of humour in advertising
• Do customers pay attention to nutrition labels?
• What triggers impulse buying behaviour
• Essentials to sky rocket a new brand to heights of awareness
• The factors that lead to customer satisfaction in young adults
• Elements that help build an emotional connection with your audience
• How do males and females differ in their buying behaviour of mobile phones
• Does language targeting help in ethnic advertising?
• Customer Perceptions: Are well known brands good in quality?
• Is radio still an effective method of advertising?
• Rural vs Urban marketing challenges to be mindful of
• Impact of internal branding on employee retention and turnover
• An in-depth analysis of political marketing in Canada

More Categories of Research Topics

Still in need of some inspiration? Here are a few research paper areas that you can explore:

• Distribution
• Consumer Behavior
• Relationship Marketing
• Brand Management
• Nonprofit Marketing
• Market Segmentation & Targeting
• Internet Marketing
• Marketing Planning & Forecasting
• Product Design & Positioning
• Direct Marketing
• Advertising
• Purchasing & Materials Management

Hopefully, these marketing thesis topics will help you come up with a few topics of your own. If you’re still confused about which area, you’d like to work with, we suggest you consult your advisor for some additional help. Good luck!

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MBA Marketing Dissertation Topics

Published by Owen Ingram at January 2nd, 2023 , Revised On August 18, 2023

Are you looking for a unique and focused MBA marketing dissertation topic but not sure what topic will suit your circumstances? A topic must be based on your research interest and preferences, so you don’t lose interest in your research work halfway through the process.

This article provides a list of MBA marketing dissertation topics in various research areas so you can choose one according to your needs.

What is Marketing in Business Management?

Marketing aims to promote goods and services and increase sales for your business by creating, sharing, and planning. Moreover, marketing studies the relationship between products, brands, and services and human behaviour. These elements define a company’s value and measure its growth. You need a well-crafted marketing strategy to increase brand recognition, attract more customers, and drive sales.

To achieve result-driven marketing, marketers must thoroughly understand client requirements, the competitive environment, and how those factors impact business success. Having that said, looking for the perfect MBA marketing dissertation topics? We will help you with that. First, we will walk you through possible types of marketing for your dissertation topic.

Marketing Research Areas For Your Dissertation

There are many types of marketing, as you may have guessed, so choosing an appropriate MBA marketing dissertation topic can be a little overwhelming. The following are the most notable types of marketing you could base your thesis title on:

Advertising

Marketing in this form is the most common. It involves paying advertisers to place different kinds of ads in newspapers, television programs, billboards, and other posters.

Also read:  Advertising Dissertation Topics

Public Relations

Advertisers use this form of advertising to promote their brands without buying advertising space. Your business can raise awareness by sponsoring events or writing articles for the media.

Also read: Public Relations Dissertation Topics

Direct Marketing

Sending direct marketing messages to potential customers by postal mail or email is one method of direct marketing. Thus, it is similar to direct response advertising without paid media such as print or television.

Sales Promotion

Sales promotion refers to any activity designed to increase sales at a specific point in time rather than across the year. Businesses offer various types of sales contests and discounts during specific periods (such as Black Friday and the Christmas holiday season).

Short-term sales are always the goal rather than building long-term brand awareness through customer loyalty. The most common form of sales promotion is coupons, but other forms include free samples and rebates.

Product Marketing

An essential aspect of any business is product marketing. Creating a connection between your brand and consumers is the role of product marketing specialists. By understanding how consumers perceive your product or service category, they can help you position yourself against your competition more accurately.

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List of Dissertation Topics For MBA Marketing

The following list of issues will undoubtedly help you brainstorm topics for your marketing dissertation.

• The Impact of Product Placement on Brand Building
• Customer Relationship Management In The UK
• Customer Loyalty And Customer Satisfaction In Online Retailing Companies
• Economics of computerized communication in the COVID-19.
• Social Media And Customer Relationship Management:
• An analysis of the connection between brand investment and observed risk comparison
• Issues of standardization vs. adaptation in global marketing
• Impact of Mobile Companies’ Marketing Communications Practices on the Behaviour of Loyal Consumer Base
• Using anticipated control establishes a brand advantage, generates leads and piques customer attention.
• A Growing Love for the Data Burst utilizing analytics’ potential
• The Impact of Social Networks on Consumer Online Purchasing Behavior
• Automating customer service interactions
• Variation of prices for commodities across online and offline sources,
• Effects of a company website’s user interface for business.
• Safeguarding consumer privacy in digital marketing
• Incorporating social processes when pursuing various markets and fostering market interest.
• Systems that businesses use to respond to customer boycotts.
• A Feasibility Study on Marketing and Advertising, Emphasizing Differences and Similarities
• The Effects of Online Animated Advertising Strategies and E-Marketing on Consumer Purchasing Behaviors
• A cost-benefit analysis of creative advertising strategy and direct marketing strategy
• Comparing the Competition: A Discussion of the Various Business Strategies You Can Use to Ensure Success
• Factors needed to distinguish between micro and macro Businesses
• Effects of a Longer Warranty on Increasing Market Share for Electronic Products
• the connection between a system’s characteristics and location
• The advantages that organizations gain from customizing their works.
• Mobile commerce’s advantages and disadvantages.

The Significance of MBA Marketing Dissertations

Marketing can provide you with the following benefits:

• Selling is only one aspect of marketing. It’s about building relationships, and a connection is made through communication.
• As a result, marketing enables you to establish brand awareness among your target audience, thereby increasing your chances of achieving your business objectives.
• By analyzing competitors’ strengths and weaknesses, marketers can develop a plan to help them gain an edge over their opponents.
• In order to generate leads for their clients, marketers use various techniques, such as email marketing, web analytics, social media marketing, and more.
• Your marketing professionals develop strategies to engage your clients with your brand on a variety of platforms, including email marketing, social media, and more.

How Can ResearchProspect Help?

The marketing industry is extremely competitive today, so creating the same boring dissertation as hundreds of other students did makes it even harder to stand out. However, MBA is one of those most in-demand spaces for marketing.

ResearchProspect provides academic help to students of MBA marketing or any other area of marketing. If you are looking for a dissertation writer to provide customised thesis ideas and complete your dissertation according to your university guidelines, get started by placing your order for the dissertation proposal or the full thesis here .

Also read: Engineering Management Dissertation Topics ,  Business Management Dissertation Topics ,  Risk Management Dissertation Ideas ,  Talent Management Dissertation Topic Ideas

Also read: Facebook marketing dissertation topics and Social media dissertation topics.

Marketing is a nitty-gritty area of study that ties directly back to your business growth and keeps your company in the consumer’s mind. You can advertise on television, radio, and social media all day.

It helps you get your product out there and circulate among your target audience. You can write a dissertation on the above-mentioned MBA Marketing Dissertation Topics .

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How to find dissertation topics about mba marketing.

For MBA marketing dissertation topics:

• Study recent marketing challenges.
• Investigate industry trends.
• Analyze consumer behavior shifts.
• Explore digital marketing innovations.
• Consider branding or market entry strategies.
• Choose a topic you’re passionate about for in-depth research.

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Research Topics & Ideas: Marketing

50+ Marketing Research Topic Ideas To Fast-Track Your Project

Finding and choosing a strong research topic is the critical first step when it comes to crafting a high-quality dissertation, thesis or research project. If you’ve landed on this post, chances are you’re looking for a marketing-related research topic , but aren’t sure where to start. If so, you’ve come to the right place.

Here, we’ll explore a variety of marketing-related research ideas and topic thought-starters, covering both traditional marketing (offline media) and digital marketing (including social media marketing, content marketing and the like). We’ll also look at actual dissertations and theses from marketing students to give you a view of what a well-defined research topic looks like.

NB – This is just the start…

The topic ideation and evaluation process has multiple steps . In this post, we’ll kickstart the process by sharing some research topic ideas within the marketing domain. This is the starting point, but to develop a well-defined research topic, you’ll need to identify a clear and convincing research gap , along with a well-justified plan of action to fill that gap.

If you’re new to the oftentimes perplexing world of research, or if this is your first time undertaking a formal academic research project, be sure to check out our free dissertation mini-course. In it, we cover the process of writing a dissertation or thesis from start to end. Be sure to also sign up for our free webinar that explores how to find a high-quality research topic. 

Overview: Marketing-Related Topics

• How to find a research topic (video)
• Traditional (offline) marketing topics/ideas
• Digital (online) marketing topics/ideas
• Examples of actual dissertation topics
• Free Webinar : Topic Ideation 101
• Where to get extra help

How To Find A Research Topic

Before we look at specific research ideas and topics, it’s useful to first understand what the topic ideation process entails and how to go about finding and refining viable topic ideas. In the video below, we cover exactly that. So, if you’re a first-time researcher, be sure to watch this tutorial before jumping into the collection of marketing research topics we present below. 

Now that you’ve got a big-picture view of the topic ideation process, we can dive into a few research ideas to get your creative juices flowing. Please note that these research topic ideas are intentionally broad and generic, so you will need to refine them a fair deal using the techniques we discussed in the video above.

To make life a little easier for you, we’ve grouped the topic ideas based on two main categories – traditional marketing and digital / online marketing . For the latter, we’ve divided it up into a few subcategories, including social media marketing, content marketing and search marketing. That said, there is naturally some overlap between topics, so keep this in mind.

Research Ideas: Traditional Marketing

• The perceived effectiveness of different types of direct mail campaigns (e.g., postcards, catalogues, brochures) among small business owners in New York
• The perception and use of traditional marketing in creating and nurturing customer loyalty and retention among UK Financial Firms.
• The impact of demographic targeting on traditional marketing performance among green businesses
• The perception of different types of sales promotion (e.g., discounts, coupons, contests) among GenZ consumers
• The continued use of celebrity endorsements in traditional marketing campaigns, post-2020.
• Exploring factors related to outdoor advertising recall in India
• Measuring the ROI of traditional marketing efforts: a review of current methods
• Comparing the effectiveness of different traditional media channels (e.g., television, radio, print) in driving engagement and conversions among established brands
• The use of public relations in traditional marketing campaigns among large insurance companies
• The role of event marketing in building brand awareness and engagement: perceptions among marketing professionals in the UK

Research Ideas: Digital/Online Marketing

Social media marketing

• The use of artificial intelligence in social media marketing among online fashion companies in Sweden
• The impact of social media on public relations and media relations: a Case Study of Nandos
• The role of Twitter in crisis communication and reputation management: a discourse analysis
• The impact of social media influencer presence on brand loyalty and customer retention among Gen X.
• The use of social media for market research and consumer insights among SMEs in Kenya
• The impact of social media on consumer buying behaviour of fast food in Italy
• The challenges and opportunities of social media in global and multicultural marketing: perceptions of marketing departments in large corporations
• The relationship between social media engagement and website traffic: an analysis of fitness brands
• The effectiveness of influencer marketing on social media platforms for household cleaning products in the UK
• The perceptions and understanding of paid vs organic social media advertising among Gen Z consumers in San Francisco

Content marketing

• The use and understanding of micro-moments in creating personalized content experiences among content creators in the USA
• Comparing the effectiveness of methods of personalization of content marketing: an evaluation of best practice
• The experiences and use of SEO in content marketing strategy among small online businesses
• The use of social media influencers in content marketing campaigns: a Case Study of Hello Fresh
• Comparing different content distribution channels for different types of content: perceptions of best practices among content marketing experts
• The use of user-generated content in building brand trust and engagement among green companies in the UK
• Measuring the ROI of content marketing efforts among luxury brands
• The perception and use of Chat GPT in content creation among small online businesses
• The perceptions of interactive and immersive content formats (e.g., virtual reality, augmented reality) in marketing among consumers: an experimental study
• Comparing image and text-based content formats in driving engagement and conversions on social media: a multi-case study of NGOs

Search engine marketing

• The effectiveness of different ad formats (e.g., text ads, shopping ads, video ads) in Search Engine Marketing for tourist destinations
• The impact of search engine algorithm updates on Search Engine Marketing performance – who are the winners and losers?
• The perception and use of AI and machine learning in Search Engine Marketing strategy and bidding optimization within a UK marketing agency
• The use of voice search and its impact on Search Engine Marketing among food retailers in Switzerland
• The role of local SEO in driving brick-and-mortar sales: a case study of a local fashion outlet in France
• The impact of mobile optimization on Search Engine Marketing performance and conversion rates in Nigeria
• Comparing analytical tools for measuring ROI of Search Engine Marketing campaigns
• The effectiveness of different types of keywords and search queries in driving traffic towards restaurants in Italy
• The use of remarketing and retargeting in search engine marketing campaigns among marketers
• The understanding and use of schema markup and structured data in improving Search engine marketing performance among Start-Ups

Email marketing

• The perception and use of AI and machine learning in email marketing among NGOs: a focus on personalized content and dynamic segmentation
• The effectiveness of email subject line strategies in driving open and click-through rates: an experimental study
• Comparing A/B testing and multivariate testing in improving email marketing performance: a case study
• The use of personalization on email marketing performance among craft bloggers
• The impact of automated email marketing among local online retailers on customer loyalty and retention
• The use of automation and triggered emails in increasing engagement and conversion rates for online courses
• The perception and understanding of GDPR and other data privacy regulations on email marketing among SMEs
• The role of mobile optimization in email marketing targeting Gen Z consumers
• The challenges of measuring the ROI of email marketing campaigns: perceptions of SMEs
• The effectiveness of different email formats (e.g., text-based, HTML, interactive) in driving engagement: A/B testing for a small online retailer

Marketing-Related Dissertations & Theses

While the ideas we’ve presented above are a decent starting point for finding marketing-related research topic, they are fairly generic and non-specific. So, it helps to look at actual dissertations and theses to see how this all comes together.

Below, we’ve included a selection of research projects from various marketing-related degree programs to help refine your thinking. These are actual dissertations and theses, written as part of Master’s and PhD-level programs, so they can provide some useful insight as to what a research topic looks like in practice.

• The Influences of Brand Personality, Culture, and Social Media on Iconic Brand Preferences (Whelan, 2021)
• Customer Success and the Transformation of Customer Relationships (Raines, 2022)
• The Effects of Online Incentivized Reviews on Organic Review Ratings (Jeong, 2020)
• Are You For Real? The Consumption-Driven Self-Authentication Process And Its Effects On Perceived Brand Authenticity (Kuchmaner, 2020)
• You Are What You Eat: How Food Texture And Packaging Influence Consumer Well-Being (Ning, 2020)
• Social Dialogic Listening: Connecting Marketing Activity To Strategy (Collins, 2020)
• Millennials’ Attitudes Towards Influencer Marketing And Purchase Intentions (Yu, 2019)
• Cannibalization between Two Mercedes-Benz Models and Consumer Behavior (Ma, 2020)
• Selling and Buying Aspects of Used Products That Are Brand Anthropomorphized (Kim, 2019)
• Global Identity: Conceptualization, Measurement, And Implications For Marketing Strategy (Yoruk, 2022)
• The Intersection of Organizational Frontline Marketing and a High-Tech World (Krotz, 2021)
• The Unexplored Impacts of Communication Elements in Marketing (Trinh, 2022)
• Founder Social Identity As A Predictor Of Customer And Competitor Orientation In Small And Medium-Sized Enterprises (Rutherford, 2021)

Looking at these titles, you can probably pick up that the research topics here are far more specific and narrowly-focused , compared to the generic ones presented earlier. This is an important thing to keep in mind as you develop your own research topic. That is to say, to create a top-notch research topic, you must be precise and target a specific context with specific variables of interest . In other words, you need to identify a clear, well-justified research gap.

Fast-Track Your Research Topic

If you’re still feeling a bit unsure about how to find a research topic for your marketing dissertation or thesis, check out our 1-on-1 private coaching services below.

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Earning a marketing MBA can help you understand consumer behavior, enhance your communication skills, expose you to market research and much more. These are the top business schools for marketing MBA programs. Read the methodology »

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Here are the Best MBA Marketing Programs

Northwestern university (kellogg), university of pennsylvania (wharton), university of michigan--ann arbor (ross), stanford university, columbia university, university of chicago (booth), harvard university, duke university (fuqua), university of california, berkeley (haas).

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Evanston , IL

• # 1 in Marketing
• # 2 in Best Business Schools

$78,276 per year (full-time) TUITION AND FEES

1,423 ENROLLMENT (FULL-TIME)

The Kellogg School of Management at Northwestern University (Kellogg) offers these departments and concentrations... Read More »

Business school

Tuition and fees.

$78,276 per year (full-time)

ENROLLMENT (FULL-TIME)

Average gmat (full-time).

Philadelphia , PA

• # 2 in Marketing
• # 3 in Best Business Schools

$77,500 per year (full-time) TUITION AND FEES

1,788 ENROLLMENT (FULL-TIME)

The Wharton School at University of Pennsylvania (Wharton) offers these departments and concentrations: accounting... Read More »

$77,500 per year (full-time)

Ann Arbor , MI

• # 3 in Marketing
• # 8 in Best Business Schools  (tie)

$68,196 per year (in-state, full-time) TUITION AND FEES

$73,196 per year (out-of-state, full-time) TUITION AND FEES

754 ENROLLMENT (FULL-TIME)

The Stephen M. Ross School of Business at University of Michigan--Ann Arbor (Ross) offers these departments and... Read More »

$68,196 per year (in-state, full-time)

$73,196 per year (out-of-state, full-time)

Stanford , CA

• # 4 in Marketing
• # 6 in Best Business Schools  (tie)

$76,950 per year (full-time) TUITION AND FEES

862 ENROLLMENT (FULL-TIME)

The Graduate School of Business at Stanford University offers these departments and concentrations: accounting... Read More »

$76,950 per year (full-time)

New York , NY

• # 5 in Marketing
• # 11 in Best Business Schools  (tie)

$80,472 per year (full-time) TUITION AND FEES

1,448 ENROLLMENT (FULL-TIME)

The Columbia Business School at Columbia University offers these departments and concentrations: accounting, business... Read More »

$80,472 per year (full-time)

Chicago , IL

• # 6 in Marketing
• # 1 in Best Business Schools

$77,841 per year (full-time) TUITION AND FEES

1,281 ENROLLMENT (FULL-TIME)

The Booth School of Business at University of Chicago (Booth) offers these departments and concentrations: accounting... Read More »

$77,841 per year (full-time)

Allston , MA

• # 7 in Marketing
• # 5 in Best Business Schools

$73,440 per year (full-time) TUITION AND FEES

2,025 ENROLLMENT (FULL-TIME)

The Business School at Harvard University offers these departments and concentrations: accounting, consulting... Read More »

$73,440 per year (full-time)

Durham , NC

• # 8 in Marketing

$71,750 per year (full-time) TUITION AND FEES

858 ENROLLMENT (FULL-TIME)

The Fuqua School of Business at Duke University (Fuqua) offers these departments and concentrations: accounting... Read More »

$71,750 per year (full-time)

Berkeley , CA

• # 9 in Marketing

$67,424 per year (in-state, full-time) TUITION AND FEES

$76,433 per year (out-of-state, full-time) TUITION AND FEES

562 ENROLLMENT (FULL-TIME)

The Haas School of Business at University of California, Berkeley (Haas) offers these departments and concentrations... Read More »

$67,424 per year (in-state, full-time)

$76,433 per year (out-of-state, full-time)

New York University (Stern)

• # 10 in Marketing
• # 10 in Best Business Schools

$82,326 per year (full-time) TUITION AND FEES

678 ENROLLMENT (FULL-TIME)

The Leonard N. Stern School of Business at New York University (Stern) offers these departments and concentrations... Read More »

$82,326 per year (full-time)

Indiana University (Kelley)

Bloomington , IN

• # 11 in Marketing
• # 22 in Best Business Schools  (tie)

$28,425 per year (in-state, full-time) TUITION AND FEES

$53,533 per year (out-of-state, full-time) TUITION AND FEES

281 ENROLLMENT (FULL-TIME)

The Kelley School of Business at Indiana University (Kelley) offers these departments and concentrations: accounting... Read More »

$28,425 per year (in-state, full-time)

$53,533 per year (out-of-state, full-time)

University of Texas--Austin (McCombs)

Austin , TX

• # 12 in Marketing
• # 20 in Best Business Schools  (tie)

$52,544 per year (in-state, full-time) TUITION AND FEES

$58,264 per year (out-of-state, full-time) TUITION AND FEES

478 ENROLLMENT (FULL-TIME)

The McCombs School of Business at University of Texas--Austin (McCombs) offers these departments and concentrations... Read More »

$52,544 per year (in-state, full-time)

$58,264 per year (out-of-state, full-time)

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More Schools in this List (Alphabetical)

Arizona State University (W.P. Carey)

• in Marketing
• # 35 in Best Business Schools  (tie)

$60,393 per year (in-state, full-time) TUITION AND FEES

$99,883 per year (out-of-state, full-time) TUITION AND FEES

115 ENROLLMENT (FULL-TIME)

The W. P. Carey School of Business at Arizona State University (W.P. Carey) offers these departments and... Read More »

$60,393 per year (in-state, full-time)

$99,883 per year (out-of-state, full-time)

Boston College (Carroll)

Chestnut Hill , MA

• # 42 in Best Business Schools  (tie)

$59,030 per year (full-time) TUITION AND FEES

171 ENROLLMENT (FULL-TIME)

The Carroll School of Management at Boston College (Carroll) offers these departments and concentrations: accounting... Read More »

$59,030 per year (full-time)

Cornell University (Johnson)

Ithaca , NY

• # 15 in Best Business Schools  (tie)

$76,690 per year (full-time) TUITION AND FEES

587 ENROLLMENT (FULL-TIME)

The Samuel Curtis Johnson Graduate School of Management at Cornell University (Johnson) offers these departments and... Read More »

$76,690 per year (full-time)

Dartmouth College (Tuck)

Hanover , NH

$77,520 per year (full-time) TUITION AND FEES

592 ENROLLMENT (FULL-TIME)

The Tuck School of Business at Dartmouth College (Tuck) offers these departments and concentrations: accounting... Read More »

$77,520 per year (full-time)

Fairfield University (Dolan)

Fairfield , CT

• Unranked in Best Business Schools

N/A TUITION AND FEES

N/A ENROLLMENT (FULL-TIME)

The Dolan School of Business at Fairfield University (Dolan) offers these departments and concentrations: accounting... Read More »

Fordham University (Gabelli)

• # 68 in Best Business Schools  (tie)

$120,784 total program (full-time) TUITION AND FEES

157 ENROLLMENT (FULL-TIME)

The Gabelli School of Business at Fordham University (Gabelli) offers these departments and concentrations: accounting... Read More »

$120,784 total program (full-time)

What is a Marketing Research Report and How to Write It?

Table of contents

There is nothing more embarrassing for a marketer than to hear a client say “…this doesn’t quite address the business questions that we need to answer.” And unfortunately, this is a rather common occurrence in market research reporting that most marketers would care to admit.

So, why do most market research reports fail to meet client expectations? Well, in most cases, because there is more emphasis on methodology and analytic techniques used to craft the report rather than relying on data visualization, creative story-telling, and outlining actionable direction/steps.

Now, our next big question is, how do you avoid your client’s dreaded deer-in-the-headlights reaction when presenting such a report? This blog post will answer this and much more, as we go through the following:

What Is a Market Research Report?

Why is market research important, differences between primary and secondary market research, types of market research, market research reports advantages and disadvantages, how to do market research, how to prepare a market research report: 5 steps, marketing research report templates, marketing research reports best practices, bring your market research reports a step further with databox.

The purpose of creating a market research report is to make calculated decisions about business ideas. Market research is done to evaluate the feasibility of a new product or service, through research conducted with potential consumers. The information obtained from conducting market research is then documented in a formal report that should contain the following details:

• The characteristics of your ideal customers
• You customers buying habits
• The value your product or service can bring to those customers
• A list of your top competitors

Every business aims to provide the best possible product or service at the lowest cost possible. Simply said, market research is important because it helps you understand your customers and determine whether the product or service that you are about to launch is worth the effort.

Here is an example of a customer complaint that may result in more detailed market research:

Suppose you sell widgets, and you want your widget business to succeed over the long term. Over the years, you have developed many different ways of making widgets. But a couple of years ago, a customer complained that your widgets were made of a cheap kind of foam that fell apart after six months. You didn’t think at the time that this was a major problem, but now you know it.

The customer is someone you really want to keep. So, you decide to research this complaint. You set up a focus group of people who use widgets and ask them what they think about the specific problem. After the conducted survey you’ll get a better picture of customer opinions, so you can either decide to make the changes regarding widget design or just let it go.

PRO TIP: How Well Are Your Marketing KPIs Performing?

Like most marketers and marketing managers, you want to know how well your efforts are translating into results each month. How much traffic and new contact conversions do you get? How many new contacts do you get from organic sessions? How are your email campaigns performing? How well are your landing pages converting? You might have to scramble to put all of this together in a single report, but now you can have it all at your fingertips in a single Databox dashboard.

Our Marketing Overview Dashboard includes data from Google Analytics 4 and HubSpot Marketing with key performance metrics like:

• Sessions . The number of sessions can tell you how many times people are returning to your website. Obviously, the higher the better.
• New Contacts from Sessions . How well is your campaign driving new contacts and customers?
• Marketing Performance KPIs . Tracking the number of MQLs, SQLs, New Contacts and similar will help you identify how your marketing efforts contribute to sales.
• Email Performance . Measure the success of your email campaigns from HubSpot. Keep an eye on your most important email marketing metrics such as number of sent emails, number of opened emails, open rate, email click-through rate, and more.
• Blog Posts and Landing Pages . How many people have viewed your blog recently? How well are your landing pages performing?

Now you can benefit from the experience of our Google Analytics and HubSpot Marketing experts, who have put together a plug-and-play Databox template that contains all the essential metrics for monitoring your leads. It’s simple to implement and start using as a standalone dashboard or in marketing reports, and best of all, it’s free!

You can easily set it up in just a few clicks – no coding required.

To set up the dashboard, follow these 3 simple steps:

Step 1: Get the template 

Step 2: Connect your HubSpot and Google Analytics 4 accounts with Databox. 

Step 3: Watch your dashboard populate in seconds.

Marketing research requires both primary and secondary market research. But what does that mean and what are the main differences?

Primary market research takes in information directly from customers, usually as participants in surveys. Usually, it is consisted of:

• Exploratory Primary Research – This type of research helps to identify possible problem areas, and it’s not focused on discovering specific information about customers. As with any research, exploratory primary research should be conducted carefully. Researchers need to craft an interviewing or surveying plan, and gather enough respondents to ensure reasonable levels of statistical reliability.
• Specific Primary Research – This type of research is one of the best ways to approach a problem because it relies on existing customer data. Specific research provides a deeper, more thorough understanding of the problem and its potential solutions. The greatest advantage of specific research is that it lets you explore a very specific question, and focus on a specific problem or an opportunity.

Secondary market research collects information from other sources such as databases, trend reports, market or government statistics, industry content, etc. We can divide secondary market research into 3 categories:

• Public market data – Public sources range from academic journals and government reports to tax returns and court documents. These sources aren’t always easy to find. Many are available only in print in libraries and archives. You have to look beyond search engines like Google to find public source documents.
• Commercial data – Those are typically created by specialized agencies like Pew, Gartner or Forrester. the research agencies are quite expensive, but they provide a lot of useful information.
• Internal data – Your organization’s databases are gold mines for market research. In the best cases, your salespeople can tell you what they think about customers. Your salespeople are your direct sources of information about the market. Don’t underestimate your internal data.

In general, primary research is more reliable than secondary research, because researchers have to interview people directly. But primary research is expensive and time-consuming. Secondary research can be quicker and less expensive.

There are plenty of ways to conduct marketing research reports. Mostly, the type of research done will depend on your goals. Here are some types of market research often conducted by marketers.

Focus Groups

Product/service use research, observation-based research, buyer persona research, market segmentation research, pricing research, competitive analysis research, customer satisfaction and loyalty research, brand awareness research, campaign research.

An interview is an interactive process of asking and answering questions and observing your respondent’s responses. Interviews are one of the most commonly used tools in market research . An interview allows an organization to observe, in detail, how its consumers interact with its products and services. It also allows an organization to address specific questions.

A focus group is a group of people who get together to discuss a particular topic. A moderator leads the discussion and takes notes. The main benefit of focus groups is that they are quick and easy to conduct. You can gather a group of carefully-selected people, give them a product to try out, and get their feedback within a few hours/days.

Product or service use research helps you obtain useful information about your product or service such as:

• What your current customers do with the product/service
• Which features of the product/service are particularly important to your customers
• What they dislike about the product/service
• What they would change about the product/service

Observation-based research helps you to observe your target audience interacting with your product or service. You will see the interactions and which aspects work well and which could be improved. The main point is to directly experience the feedback from your target audience’s point of view.

Personas are an essential sales tool. By knowing your buyers’ pain points and the challenges they face, you can create better content, target messaging, and campaigns for them. Buyer persona research is based on market research, and it’s built around data that describes your customers’ demographics, behaviors, motivations, and concerns. Sales reporting software can significantly help you develop buyer personas when you gain insights after you collected all information.

Market segmentation research is carried out to better understand existing and potential market segments. The objective is to determine how to target different market segments and how they differ from each other. The three most important steps in writing a market segmentation research report are:

• Defining the problem
• Determining the solution [and]
• Defining the market

Related : 9 Customer Segmentation Tips to Personalize Ecommerce Marketing and Drive More Sales

A price that is too high, or too low, can kill a business. And without good market research, you don’t really know what is a good price for your product. Pricing research helps you define your pricing strategy.

In a competitive analysis, you define your “competition” as any other entity that competes with you in your market, whether you’re selling a widget or a piece of real estate. With competitive analysis research, you can find out things like:

• Who your competitors are
• What they’ve done in the past
• What’s working well for them
• Their weaknesses
• How they’re positioned in the market
• How they market themselves
• What they’re doing that you’re not

Related : How to Do an SEO Competitive Analysis: A Step-by-Step Guide

In today’s marketplace, companies are increasingly focused on customer loyalty. What your customers want is your product, but, more importantly, they want it delivered with a service that exceeds their expectations. Successful companies listen to their customers and respond accordingly. That’s why customer satisfaction and loyalty research is a critical component of that basic equation.

Related : 11 Tactics for Effectively Measuring Your Customer Service ROI

Who you are, what you stand for, what you offer, what you believe in, and what your audience thinks of you is all wrapped up in brand. Brand awareness research tells what your target audience knows about your brand and what’s their experience like.

A campaign research report is a detailed account of how your marketing campaign performed. It includes all the elements that went into creating the campaign: planning, implementation, and measurement.

Here are some of the top advantages and disadvantages of doing market research and crafting market research reports.

• Identify business opportunities – A market research report can be used to analyze potential markets and new products. It can give information about customer needs, preferences, and attitudes. Also, it compare products and services.
• A clear understanding of your customers – A market report gives company’s marketing department an in-depth picture about customers’ needs and wants. This knowledge can be used to improve products, prices, and advertising.
• Mitigates risks – 30% of small businesses fail within the first two years. Why is this so? The answer is that entrepreneurs are risk takers. However, there are risks that could be avoided. A good marketing research will help you identify those risks and allow you to mitigate them.
• Clear data-driven insights – Market research encompasses a wide range of activities, from determining market size and segment to forecasting demand, and from identifying competitors to monitoring pricing. All of these are quantified and measurable which means that gives you a clear path for building unique decisions based on numbers.

Disadvantages

• It’s not cheap – Although market research can be done for as little as $500, large markets like the United States can run into millions of dollars. If a research is done for a specific product, the budget may be even much higher. The budget also depends on the quality of the research. The more expensive it is, the more time the research will take.
• Some insights could be false – For example, if you are conducting a survey, data may be inadequate or inaccurate because respondents can, well, simply be dishonest and lie.

Here are the essential steps you need to take when doing market research:

Define your buyer persona

Identify a persona group to engage, prepare research questions for your market research participants, list your primary competitors, summarize your findings.

The job of a marketing persona is to describe your ideal customer and to tell you what they want, what motivates them, what frustrates them, and what limits them. Finding out these things means you have a better chance of designing your products, services, marketing messages, and brand around real customers. There is no one right way to create a buyer persona, though.

For example, if you’re in an industry focused on education, you could include things like:

• Educational level
• Education background

It’s recommended that you create 3-5 buyer personas for your products, based on your ideal customer.

This should be a representative sample of your target customers so you can better understand their behavior. You want to find people who fit both your target personas and who represent the broader demographic of your market. People who recently made a purchase or purposefully decided not to make one are a good sample to start with.

The questions you use determine the quality of your results. Of course, the quality of your results also depends on the quality of your participants.

Don’t ask questions that imply a yes or no answer. Instead, use open questions. For example, if you are researching customers about yogurt products, you could ask them: „ What have you heard about yogurt ?” or “ What do you think of yogurt ?“.

Avoid questions that use numbers, such as “ How many times a week do you eat yogurt ?”

Avoid questions that suggest a set of mutually exclusive answers, such as “ Do you like yogurt for breakfast, lunch, or dinner ?”

Avoid questions that imply a scale, such as “ Do you like chocolate-flavored yogurt ?”

Market researchers sometimes call one company the top competitor, another middle competitor, and the third one small competitor. However you classify them, you want to identify at least three companies in each category. Now, for each business on your list, list its key characteristics. For example, if your business sells running shoes, a key characteristic might be the product’s quality.

Next, make a list of your small business’s competitive advantages. These include the unique qualities or features of your business that make it the best choice of customers for the products or services it offers. Make a list of these competitive advantages and list them next to the key characteristics you listed for your business.

You have just finished writing your marketing research report. Everything is out there quantified or qualified. You just have to sum it up and focus on the most important details that are going to make a big impact on your decisions. Clear summary leads to a winning strategy!

Related : How to Prepare a Complete Marketing Report: The KPIs, Analysis, & Action Plan You Need

Here’s how to prepare a market research report in 5 simple steps:

Step 1: Cluster the data

Step 2: prepare an outline, step 3: mention the research methods, step 4: include visuals with narrative explanations, step 5: conclude the report with recommendations.

Your first step is to cluster all the available information into a manageable set. Clustering is the process of grouping information together in a way that emphasizes commonalities and minimizes differences. So, in market research, this will help to organize all the information you have about a product, service, or target market and identify your focus areas.

A marketing research report should be written so that other people can understand it:

• Include background information at the beginning to explain who your audience is and what problem you are trying to solve for them.
• In the body of the report, include a description of the methodology – Explain to the reader how your research was done, what was involved, and why you selected the methodology you used.
• Also in the body of the report, include the results of your market research. These may be quantitative or qualitative, but either way they should answer the questions you posed at the beginning.
• Include the executive summary – A summary of the entire report.

The market research methodology section includes details on the type of research, sample size, any limitations of the studies, research design, sample selection, data collection procedures, and statistical analyses used.

Visuals are an essential part of the presentation. Even the best-written text can be difficult to understand. Charts and graphs are easier to understand than text alone, and they help the reader see how the numbers fit the bigger picture.

But visuals are not the whole story. They are only one part of the presentation. Visuals are a cue for the reader. The narrative gives the story, not just the numbers.

Recommendations tend to follow logically from conclusions and are a response to a certain problem. The recommendation should always be relevant to the research rationale, that is, the recommendation should be based on the results of the research reported in the body of the report.

Now, let’s take a look at some dashboard reporting templates you could use to enhance your market research:

• Semrush (Position Tracking) Report

Brand Awareness Report

Sales pipeline performance report, customer success overview report, stripe (mrr & churn) report, semrush (position tracking) report template.

This free SEMRush dashboard template will help you monitor how your website’s search visibility on search engines evolves on a monthly basis. This dashboard contains all of the information you need to make changes and improve the ranking results of your business in Google Search.

This Brand Awareness Report will help you to get a sense of your brand awareness performance in Google Analytics, Google Organic Search, and Facebook. Use this dashboard to track brand awareness the same way you track other marketing campaigns.

Are your sales and marketing funnel healthy and growing? How is your sales and marketing funnel performing? What are the key conversion rates between your lifecycle stages? With a pipeline performance dashboard , you’ll get all of the answers quickly.

This Customer Success Overview Dashboard allows you to analyze how your customer service team’s responsiveness impacts your business. Use this dashboard to assess the correlation between your customer service performance and churn rate. 

This Stripe dashboard tracks your churn rate and MRR growth in real-time and shows you which customers (and how many of them) you have at any given point in time. All you have to do to get started is to connect your Stripe account.

As we said earlier, there are no strict rules when it comes to writing marketing research reports. On the other hand, you must find your focus if you want to write a report that will make a difference. Here are some best practices you should keep in mind when writing a research report.

• Objectives – The objective of a market research report is to define the problems, identify key issues, and suggest recommendations for further research. If you answer them successfully, you’re on the right way.
• Don’t worry about the format – Be creative. The report could be in a form of a PowerPoint presentation, Excel sheet, interactive dashboard or even a video. Use the format that best fits your audience, but make sure to make it easy to read.
• Include an executive summary, scorecard , or a dashboard – This is really important because time is money, and most people don’t have time to waste. So, how to put everything important in a short role? Address all of the objectives and put them in a graphic dashboard or scorecard. Also, you can write an executive summary template (heart of the report) that can be easily updated and read by managers or CEOs.
• Use storytelling –  A good story always makes a great point because it’s so memorable. Your research report results can double the effect with a catchy story.
• Keep it short – It’s not a secret that we are reading so little in the digital era. Use a lot of white space and bullet points. Too much text on a page means less focus for the reader.
• Be organized – Maintain the order of information. It’s important for the reader to navigate through the report easily. If they want to find some details or specific information it would be great to divide all sections with appropriate references.
• Methodological information – Methodological details could be boring. Include only the most important details that the reader needs to know to understand the big picture.
• Use images (or other visualizations) whenever you can – A good picture speaks for 1.000 words! If you can communicate the point visually, don’t hesitate to do it. It would be a lot easier for those who don’t like a lot of text to understand your results. But don’t push them where you can’t.
• Create readable graphs – The crown of marketing research reports is a comprehensive graph. Make sure to design precise and attractive graphs that will power up and round your story.
• Use the Appendix  – You can include all secondary information such as methodological details and other miscellaneous data in the Appendix at the end of the report.

Market research reports are all about presenting your data in an easy-to-understand way and making calculated decisions about business ideas. But this is something easier said than done.

When busy stakeholders and executives grab a report, they need something that will give them an idea of the results – the big picture that addresses company wide-business goals.

Can a PowerPoint presentation or a PDF report meet those expectations? Most likely not. But a dashboard can.

Keep in mind that even with the best market analysis in the world, your market research report won’t be actionable if you don’t present the data efficiently and in a way that everyone understands what the next steps are. Databox is your key ally in the matter.

Databox dashboards are designed to help you present your market research data with clarity – from identifying what is influencing your business, and understanding where your brand is situated in the market, to gauging the temperature of your niche or industry before a new product/service launch.

Present your research results with efficient, interactive dashboards now by signing up for a free trial .

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Project.Mba

Hi there how can i help you, mba marketing project topics ( latest updated), speak to our expert.

• Nov 2, 2023

The landscape of business and commerce is changing rapidly. And that is probably one of the very reasons why students nowadays are opting for higher education. People looking for jobs in desired companies and industries are continually trying to enrich their knowledge to get a competitive edge amongst others. In such a search for the best avenue for excellence Master of Business Administration (MBA) is emerging as a ray of hope since an MBA degree is believed to offer a plethora of job options to choose from.  

Though there are many subjects to pursue an MBA with, marketing stands out as a rewarding and dynamic choice as it promises a prosperous future in any industry and company. Marketing teaches students a versatile skill set that is in high demand across the globe and industries making them valuable resources for any organization.  

However, the journey of a successful completion of that MBA degree is not as easy a task as it sounds. One has to go through many ups and downs and challenges to complete the MBA degree. One of the most prominent hurdles one might encounter during the MBA journey is numerous assignments given to complete and choosing the project topics for the assignments.

  If you are an MBA student and right now feeling perplexed about topic selection to complete your assignment, worry not. We are writing this blog for a reason. From selecting your topic to completing your assignment without you being investing your time we are your ally at every stage.

  Let's Explore The Latest MBA Marketing Project Topics In 2023

  As mentioned earlier, choosing the right topic for your MBA project is a crucial decision. It can significantly impact your learning as well as your professional journey. However, since the field of marketing is dynamic and evolving, you get to choose from a myriad of topics that come with in-depth learning opportunities.

Marketing right now is not limited to traditional forms like offline marketing and traditional advertising or sales strategies. Since we are in the digital age, you get to explore a wide range of topics that involve digital marketing, brand management, social media marketing, sustainable marketing practices, and more. Now we are going to talk about some of the most trending MBA marketing project topics and what kind of learnings those topics offer.  

Digital Marketing Strategies In The Post-Pandemic Era

What is covered: We all know that the COVID-19 pandemic has created a great impact on people's minds and behaviors. And since marketing is all about people and consumer behavior, the topic delves into the transformative impact of the pandemic on consumer behavior. It also includes the rise of e-commerce and the effective use of digital marketing channels and strategies to thrive for businesses from all industries.

  Who should choose : Anyone who is trying to specialize in digital marketing and wants to pursue a career as a marketing professional navigating the digital landscape or someone who wants to become an entrepreneur and looking to establish a strong online presence can opt for this topic.

  What you learn : This topic will help you learn how the world is changing rapidly and why digital marketing is I sustainable solution for the ever-changing global market. It will also teach you how to build your strategies for unforeseen situations and make data-driven decisions.  

Sustainability In Marketing: Ethical Branding And Green Marketing

What is covered : This topic helps you explore the intersection of marketing and sustainability. It takes you deeper into ethical branding and the development of eco-friendly products that can impact your corporate social responsibility on consumer choices.  

Who should choose : People who want to become marketing leaders by incorporating sustainability into their marketing strategies and businesses to enhance their ethical reputation. Also, students who are passionate about social causes and the environment can choose that topic.  

What you learn : This topic gives you a broad insight into responsible marketing practices and also helps you understand the eco-consciousness of consumer mindsets to foster brand loyalty through ethical initiatives.

Watch All ABout MBA Projects: How Projects.MBA Help You 

  AI And Marketing Automation: Optimizing Strategies

What is covered : Artificial Intelligence or AI is now everywhere. Though it sounds like a replacement for the human mind, in reality, it is a great tool that can revolutionize any industry when used as a marketing tool. This topic covers the application of artificial intelligence as a marketing tool and how you can include AI to personalize your marketing campaigns. It also covers the right use of chatbots and predictive analytics in your marketing strategies.

  Who should choose : MBA students who are aiming to leverage artificial intelligence to bring better ROI can opt for this topic. This topic helps you understand the intersection of technology and marketing and can help you learn to enhance the efficiency of your marketing strategies using artificial intelligence.

  What you learn : Using the power of artificial intelligence to make data-driven decisions, automate your marketing processes, and stay ahead of the competitive era using machine learning and artificial intelligence.

  Cross-Border Marketing: Navigating Global Markets

What is covered : The world is globalizing rapidly and this topic helps you learn the marketing challenges and opportunities companies might face on a global scale. It helps you understand the cultural considerations of each market that you want to enter, the strategies you must follow for market entry, and international consumer behavior.

  Who should choose : MBA students who aspire to become market leaders in the international market and businesses who are planning to expand in foreign markets can opt for this topic for a great learning experience.  

What you learn : This topic helps understand the complexities of the global markets, helps you adapt new strategies for different cultures, and identifies lucrative international markets.  

Social Media Marketing Trends: Beyond Facebook And Twitter

What is covered : This topic helps you understand the latest trends in social media marketing while focusing on emerging platforms like Instagram, and LinkedIn and their features. It also takes you deeper into influencer marketing and user-generated content to develop your social media strategies more effectively.  

Who should choose : MBA students who are passionate about social media marketing, marketing professionals who want to stay ahead of the trends, and businesses who want to engage with younger audiences can opt for this topic.  

What you learn : Since social media is here to stay, mastering the ever-changing world of social media can be helpful. This topic helps you learn to craft engaging content and build brand loyalty through effective strategies.  

E-Commerce And Online Retail

What is covered : This topic explores the exponential growth of e-commerce, strategies used by successful online retailers, and consumer preferences. It also helps you understand the challenges faced in the highly competitive digital environment.

  Who should choose : MBA students who are interested in consumer psychology, businesses who want to adapt to changing consumer demands, and marketing professionals who want data-driven insights can choose this topic.  

What you learn : This topic helps you develop different consumer-centric strategies and teaches you how to use market research effectively to align your marketing efforts with the changing consumer needs.  

Sustainable Marketing Practices

What is covered : Sustainability is always a concern in the marketing field. This topic helps you focus on green marketing, ethical branding, and corporate social responsibility as important parts of marketing. It helps you explore how you can use sustainable marketing practices to influence your consumer choices.  

Who should choose : If you are an MBA student passionate about sustainable marketing practices, a marketing professional who wants to work in socially responsible industries or an entrepreneur who wants to align your business with sustainability goals, you can opt for this topic.  

What you learn : You can learn to integrate sustainability into your marketing strategies, you can build eco-conscious brands and also can understand the ethical dimensions of marketing while researching this topic.  

Want To Get Help In The Completion Of Your MBA Marketing Projects? We Are Here To Help  

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Navigating the MBA Research Landscape: Topics, Tips, and Success Stories

Table of contents

Are you an MBA student on the hunt for your next research topic? If so, you're in the right place! Finding a compelling research subject is key to crafting an impactful paper—one that not only earns you top grades but also contributes valuable insights to your field.

Did you know?

• According to the Graduate Management Admission Council, 89% of corporate recruiters planned to hire MBA graduates in 2022, up from 77% in 2023. This suggests the continued value and demand for MBA skills in the job market.
• A 2020 survey by McKinsey revealed that 86% of executives found that applying academic research had a positive impact on their company's operational efficiency.
• According to IDC, global spending on digital transformation technologies and services was estimated to reach $2.3 trillion in 2023, demonstrating the rapid pace of digital adoption in businesses.
• A Nielsen report revealed that 73% of global consumers would change their consumption habits to reduce environmental impact, highlighting the increasing importance of sustainability in business strategies.

Yet, deciding on the perfect topic can be tricky. You need a subject that aligns with your interests, has enough depth for a thorough analysis, and is relevant to the current business landscape. Don't worry if this sounds daunting—we're here to help!

In this post, we'll explore 50 intriguing MBA research topic examples across various disciplines, from finance and marketing to HR and strategic management. Plus, we'll guide you on turning a chosen topic into a research proposal, and share some inspiring success stories.

Understanding the Shifting Business Landscape for Your MBA Research

SUMMARY : Here, we delve into the impact of evolving business trends, such as digital transformation and corporate sustainability. These insights will help MBA students choose research topics relevant to today's dynamic business environment .

The business world is dynamic, with new trends constantly emerging that shape the way organizations operate and compete. It's essential for MBA students to remain up-to-date with these trends as they can significantly influence your choice of research topic.

Take, for instance, the rise of digital transformation. This wave has been revolutionizing industries across the board, from how we market products to how we manage human resources. A research topic in this area could delve into the effects of digitalization on traditional business models or investigate how firms adapt to technology-driven changes.

Then, there's the trend towards sustainability and social responsibility. Consumers are increasingly looking to do business with companies that prioritize not just profit, but also positive environmental and social impact. Research in this domain could explore the strategies companies use to align with these values, or the implications of these practices on a firm's bottom line.

Understanding these trends, among others, provides you with a context for your MBA research. It opens up avenues for inquiry that are not only academically stimulating but also relevant and impactful in today's business environment. Remember, a trend today could be the norm tomorrow, and your research could play a part in that transformation.

List of 50 MBA Research Topics

Navigating the vast world of MBA disciplines can be a complex task, but finding a topic that resonates with your interests can make your research journey more enjoyable and rewarding. Here's a list of 50 potential research topics across various disciplines to inspire your next project:

• The Impact of Cryptocurrencies on Traditional Financial Systems
• Risk Management in the Era of Digital Banking
• Evaluating the Sustainability of Microfinance Institutions
• The Role of AI in Financial Forecasting
• Ethical Investment and Profitability
• The Effectiveness of Influencer Marketing in Today's Digital World
• Customer Behaviour in the Age of E-commerce
• Personalization Strategies in Digital Marketing
• Impact of Social Media on Brand Awareness
• The Role of Augmented Reality in Consumer Experience

Human Resources

• The Influence of Organizational Culture on Employee Retention
• HR Strategies for Managing Remote Workers
• The Role of AI in Talent Acquisition
• Impact of Employee Wellbeing Programs on Productivity
• Workplace Diversity and its Effect on Company Performance

Strategic Management

• Strategies for Business Sustainability in a Post-Covid World
• The Impact of Mergers and Acquisitions on Company Culture
• Corporate Governance and Business Ethics
• The Role of Strategic Alliances in Business Expansion
• Business Model Innovation in the Digital Era

Operations Management

• The Role of Technology in Supply Chain Management
• Lean Manufacturing and its Impact on Profit Margins
• Strategies for Reducing Waste in Production Processes
• Impact of Quality Management Systems on Customer Satisfaction
• Challenges of Inventory Management in E-commerce

Information Systems

• The Influence of Big Data on Business Decision Making
• Cybersecurity Challenges in Modern Businesses
• Role of Information Systems in Customer Relationship Management
• Blockchain Technology and Its Impact on Business Operations
• Adoption of Cloud Computing in Small and Medium Enterprises

International Business

• The Effect of Globalization on Local Businesses
• Strategies for Cross-Cultural Business Communication
• Impact of Trade Wars on International Business
• Navigating International Business Ethics
• The Role of Emerging Markets in the Global Economy

Entrepreneurship

• The Impact of Startup Culture on Local Economies
• Entrepreneurial Strategies for Social Impact
• Role of Innovation in Entrepreneurial Success
• Challenges of Venture Capital Financing in Startups
• The Influence of Ecosystems on Entrepreneurial Growth

Healthcare Management

• The Role of Telemedicine in Modern Healthcare
• Challenges of Healthcare Management in Low-Income Countries
• Strategies for Effective Healthcare Marketing
• Impact of Healthcare Policies on Hospital Management
• The Influence of AI on Healthcare Delivery

Sustainability and Corporate Social Responsibility

• Impact of Green Marketing on Consumer Buying Behavior
• Strategies for Implementing Sustainable Business Practices
• The Role of CSR in Enhancing Corporate Reputation
• Measuring the Impact of CSR Initiatives on Community Development
• Sustainability Reporting and Its Influence on Investor Decisions

REMEMBER : while choosing a topic, consider your interests, the scope of the topic, and its relevance in today's business landscape. Each of these topics opens up a world of potential for in-depth research and can serve as a starting point for your MBA research journey.

Structuring Your Research for Academic Success

Now that you've chosen a research topic, the next step is to turn it into a research proposal. This proposal serves as a roadmap for your research project, outlining the research question, objectives, methodology, and anticipated outcomes. Let's use "The Impact of Cryptocurrencies on Traditional Financial Systems" as an example to illustrate this process:

Title : Start with a clear, concise title that precisely indicates what your research will cover.

Example : "The Impact of Cryptocurrencies on Traditional Financial Systems: A Comparative Study."

Introduction : This section should provide background information about your topic, why it's important, and the gap in current knowledge that your research will address.

Example : "With the advent of cryptocurrencies like Bitcoin, the traditional financial landscape is undergoing significant changes. However, the impact of this disruption on traditional financial systems remains underexplored..."

Research Question and Objectives : Here, state your main research question and the specific objectives that will guide your study.

Example : "This study aims to investigate the impact of cryptocurrencies on traditional financial systems. Specific objectives include analyzing the effect of cryptocurrencies on banking operations, exploring their influence on financial regulations, and evaluating their implications for financial stability..."

Literature Review : Briefly review existing literature relevant to your research topic. Highlight the strengths and weaknesses of current research and how your study will contribute.

Example : "Several studies have focused on the technical aspects of cryptocurrencies. However, there is a lack of comprehensive research examining their broader impact on financial systems..."

Methodology : Outline the methods you'll use to conduct your research. This could include data collection methods, analytical tools, and procedures.

Example : "This study will employ a mixed-methods approach, including a review of existing literature, analysis of secondary data from financial institutions, and semi-structured interviews with financial industry professionals..."

Expected Outcomes : Briefly describe the potential findings of your research and their implications.

Example : "This study expects to reveal the profound effects of cryptocurrencies on traditional financial systems. These findings may assist policymakers, financial institutions, and researchers in understanding and navigating this digital financial revolution..."

REMEMBER : a well-crafted research proposal not only guides your research but also demonstrates the value of your study to others, such as your professors or potential funding sources. And don't forget, the Writers Per Hour team is always ready to assist, and this is the best website where you can buy research proposal online that aligns with your research ambitions.

3 Inspiring Achievements to Motivate Your MBA Research Journey

MBA research can have a significant impact, both on your career and in advancing your field of study. Let's explore a few success stories of MBA research to inspire your journey:

1. Fintech Innovation

An MBA student's research on "The Impact of Blockchain Technology on Financial Transactions" didn't just earn top grades—it also sparked a startup idea. Leveraging the insights gained from their research, the student launched a successful fintech company specializing in secure blockchain transactions. Today, the company is revolutionizing financial security for small businesses.

2. Sustainable Business Practices

An innovative research project on "Incorporating Sustainable Business Practices in Fast Fashion" led another MBA student to a prestigious internship at a leading fashion company. The company was so impressed by her research insights that they implemented some of her recommendations, significantly reducing their environmental footprint.

3. Effective Leadership

An MBA research on "The Role of Emotional Intelligence in Effective Leadership" not only brought academic success to a student but also made him a better leader. By applying his research insights into his own startup, he was able to create a more cohesive and motivated team, propelling his business to new heights.

These stories demonstrate the potential of MBA research. Whether it's launching a startup, securing a dream internship, or enhancing your leadership skills, your research can lead you down a path of success. And remember, whether it's crafting a compelling research proposal or providing feedback on your paper, Writers Per Hour is here to support you every step of the way.

Choosing the right research topic is a critical step in your MBA journey. It sets the tone for your academic exploration and can pave the way for career opportunities, innovative business ideas, and impactful contributions to your field of study. From understanding emerging trends in business and management to transforming a research topic into a detailed proposal, every step is a milestone towards your academic and professional success.

Don't forget - your research isn't just about fulfilling a degree requirement. It's about sparking curiosity, challenging the status quo, and driving positive change in the business world. Remember, there's always support at hand to guide you through this process. Whether you need help with a custom essay for MBA or the entire research paper, Writers Per Hour is just a click away.

Embark on your research journey with enthusiasm and determination. The world of business is eagerly waiting for your unique insights and innovative solutions.

Additional Resources

To support your MBA research journey further, we have collated a list of helpful resources for you.

Articles from the Writers Per Hour Blog :

1. Master Your MBA Personal Statement - This guide by Writers Per Hour shares effective strategies to create a compelling personal statement for your MBA application, which can also be a source of inspiration for your research topic.

2. How to Write and Format an MBA Essay That Gets Noticed - This post provides valuable tips on structuring your MBA essay, which can also be applied to organizing your research proposal or final research paper.

External Resources:

1. Harvard Business Review - HBR offers a wealth of articles and case studies on the latest business trends and management practices, which can provide useful insights for your research.

2. McKinsey Insights - McKinsey publishes regular reports on various industries and business functions, offering data-driven insights that can inform your research.

3. JSTOR - JSTOR is a digital library of academic journals, books, and primary sources. This can be an excellent place to find scholarly articles related to your research topic.

You can always seek support from pro essay writers at Writers Per Hour throughout your MBA research journey.

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  QuickMBA  /  Marketing  / Marketing Research

Marketing Research

Managers need information in order to introduce products and services that create value in the mind of the customer. But the perception of value is a subjective one, and what customers value this year may be quite different from what they value next year. As such, the attributes that create value cannot simply be deduced from common knowledge. Rather, data must be collected and analyzed. The goal of marketing research is to provide the facts and direction that managers need to make their more important marketing decisions.

To maximize the benefit of marketing research, those who use it need to understand the research process and its limitations.

These terms often are used interchangeably, but technically there is a difference.

Information can be useful, but what determines its real value to the organization? In general, the value of information is determined by:

• Exploratory research
• Descriptive research
• Causal research

These classifications are made according to the objective of the research. In some cases the research will fall into one of these categories, but in other cases different phases of the same research project will fall into different categories.

Exploratory research has the goal of formulating problems more precisely, clarifying concepts, gathering explanations, gaining insight, eliminating impractical ideas, and forming hypotheses. Exploratory research can be performed using a literature search, surveying certain people about their experiences, focus groups, and case studies. When surveying people, exploratory research studies would not try to acquire a representative sample, but rather, seek to interview those who are knowledgeable and who might be able to provide insight concerning the relationship among variables. Case studies can include contrasting situations or benchmarking against an organization known for its excellence. Exploratory research may develop hypotheses, but it does not seek to test them. Exploratory research is characterized by its flexibility.

Descriptive research is more rigid than exploratory research and seeks to describe users of a product, determine the proportion of the population that uses a product, or predict future demand for a product. As opposed to exploratory research, descriptive research should define questions, people surveyed, and the method of analysis prior to beginning data collection. In other words, the who, what, where, when, why, and how aspects of the research should be defined. Such preparation allows one the opportunity to make any required changes before the costly process of data collection has begun.

There are two basic types of descriptive research: longitudinal studies and cross-sectional studies. Longitudinal studies are time series analyses that make repeated measurements of the same individuals, thus allowing one to monitor behavior such as brand-switching. However, longitudinal studies are not necessarily representative since many people may refuse to participate because of the commitment required. Cross-sectional studies sample the population to make measurements at a specific point in time. A special type of cross-sectional analysis is a cohort analysis, which tracks an aggregate of individuals who experience the same event within the same time interval over time. Cohort analyses are useful for long-term forecasting of product demand.

Causal research seeks to find cause and effect relationships between variables. It accomplishes this goal through laboratory and field experiments.

Whether the data is useful in the research study.

How current the data is and whether it applies to time period of interest.

Errors and accuracy - whether the data is dependable and can be verified.

Presence of bias in the data.

Specifications and methodologies used, including data collection method, response rate, quality and analysis of the data, sample size and sampling technique, and questionnaire design.

Objective of the original data collection.

Nature of the data, including definition of variables, units of measure, categories used, and relationships examined.

Questionnaire Design

The questionnaire is an important tool for gathering primary data. Poorly constructed questions can result in large errors and invalidate the research data, so significant effort should be put into the questionnaire design . The questionnaire should be tested thoroughly prior to conducting the survey.

Measurement Scales

Attributes can be measured on nominal, ordinal, interval, and ratio scales:

Nominal numbers are simply identifiers, with the only permissible mathematical use being for counting. Example: social security numbers.

Ordinal scales are used for ranking. The interval between the numbers conveys no meaning. Median and mode calculations can be performed on ordinal numbers. Example: class ranking

Interval scales maintain an equal interval between numbers. These scales can be used for ranking and for measuring the interval between two numbers. Since the zero point is arbitrary, ratios cannot be taken between numbers on an interval scale; however, mean, median, and mode are all valid. Example: temperature scale

Ratio scales are referenced to an absolute zero values, so ratios between numbers on the scale are meaningful. In addition to mean, median, and mode, geometric averages also are valid. Example: weight

Validity and Reliability

The validity of a test is the extent to which differences in scores reflect differences in the measured characteristic. Predictive validity is a measure of the usefulness of a measuring instrument as a predictor. Proof of predictive validity is determined by the correlation between results and actual behavior. Construct validity is the extent to which a measuring instrument measures what it intends to measure.

Reliability is the extent to which a measurement is repeatable with the same results. A measurement may be reliable and not valid. However, if a measurement is valid, then it also is reliable and if it is not reliable, then it cannot be valid. One way to show reliability is to show stability by repeating the test with the same results.

Attitude Measurement

Many of the questions in a marketing research survey are designed to measure attitudes. Attitudes are a person's general evaluation of something. Customer attitude is an important factor for the following reasons:

• Attitude helps to explain how ready one is to do something.
• Attitudes do not change much over time.
• Attitudes produce consistency in behavior.
• Attitudes can be related to preferences.

Attitudes can be measured using the following procedures:

Self-reporting - subjects are asked directly about their attitudes. Self-reporting is the most common technique used to measure attitude.

Observation of behavior - assuming that one's behavior is a result of one's attitudes, attitudes can be inferred by observing behavior. For example, one's attitude about an issue can be inferred by whether he/she signs a petition related to it.

Indirect techniques - use unstructured stimuli such as word association tests.

Performance of objective tasks - assumes that one's performance depends on attitude. For example, the subject can be asked to memorize the arguments of both sides of an issue. He/she is more likely to do a better job on the arguments that favor his/her stance.

Physiological reactions - subject's response to a stimuli is measured using electronic or mechanical means. While the intensity can be measured, it is difficult to know if the attitude is positive or negative.

Multiple measures - a mixture of techniques can be used to validate the findings, especially worthwhile when self-reporting is used.

Equal-appearing interval scaling - a set of statements are assembled. These statements are selected according to their position on an interval scale of favorableness. Statements are chosen that has a small degree of dispersion. Respondents then are asked to indicate with which statements they agree.

Likert method of summated ratings - a statement is made and the respondents indicate their degree of agreement or disagreement on a five point scale (Strongly Disagree, Disagree, Neither Agree Nor Disagree, Agree, Strongly Agree).

Semantic differential scale - a scale is constructed using phrases describing attributes of the product to anchor each end. For example, the left end may state, "Hours are inconvenient" and the right end may state, "Hours are convenient". The respondent then marks one of the seven blanks between the statements to indicate his/her opinion about the attribute.

Stapel Scale - similar to the semantic differential scale except that 1) points on the scale are identified by numbers, 2) only one statement is used and if the respondent disagrees a negative number should marked, and 3) there are 10 positions instead of seven. This scale does not require that bipolar adjectives be developed and it can be administered by telephone.

Q-sort technique - the respondent if forced to construct a normal distribution by placing a specified number of cards in one of 11 stacks according to how desirable he/she finds the characteristics written on the cards.

The sampling frame is the pool from which the interviewees are chosen. The telephone book often is used as a sampling frame, but have some shortcomings. Telephone books exclude those households that do not have telephones and those households with unlisted numbers. Since a certain percentage of the numbers listed in a phone book are out of service, there are many people who have just moved who are not sampled. Such sampling biases can be overcome by using random digit dialing. Mall intercepts represent another sampling frame, though there are many people who do not shop at malls and those who shop more often will be over-represented unless their answers are weighted in inverse proportion to their frequency of mall shopping.

In designing the research study, one should consider the potential errors. Two sources of errors are random sampling error and non-sampling error . Sampling errors are those due to the fact that there is a non-zero confidence interval of the results because of the sample size being less than the population being studied. Non-sampling errors are those caused by faulty coding, untruthful responses, respondent fatigue, etc.

There is a tradeoff between sample size and cost. The larger the sample size, the smaller the sampling error but the higher the cost. After a certain point the smaller sampling error cannot be justified by the additional cost.

While a larger sample size may reduce sampling error, it actually may increase the total error. There are two reasons for this effect. First, a larger sample size may reduce the ability to follow up on non-responses. Second, even if there is a sufficient number of interviewers for follow-ups, a larger number of interviewers may result in a less uniform interview process.

Formulate the problem, collecting data and choosing the variables to analyze.

Choose a distance measure. The most common is the Euclidean distance. Other possibilities include the squared Euclidean distance, city-block (Manhattan) distance, Chebychev distance, power distance, and percent disagreement.

Choose a clustering procedure (linkage, nodal, or factor procedures).

Determine the number of clusters. They should be well separated and ideally they should be distinct enough to give them descriptive names such as professionals, buffs, etc.

Profile the clusters.

Marketing research by itself does not arrive at marketing decisions, nor does it guarantee that the organization will be successful in marketing its products. However, when conducted in a systematic, analytical, and objective manner, marketing research can reduce the uncertainty in the decision-making process and increase the probability and magnitude of success.

Recommended Reading

McQuarrie, Edward F., The Market Research Toolbox : A Concise Guide for Beginners

   QuickMBA  /  Marketing  / Marketing Research

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The STEM-certified MSMRA program at MSU has been ranked by Eduniversal, College Choice, and TFE Times as #1 among master’s in marketing research programs in both the U.S. ( TFE Times , since 2017, and College Choice ) and the world ( Eduniversal , QS World ). Since 2022, U.S. News & World Report has ranked the Broad College’s online master’s programs, including the MSMRA program, in the top 10 among public universities.

Choose the learning experience that’s best for you.

Our STEM-certified MSMRA program offers a variety of delivery modes whether you complete the program on campus or fully online, you will experience the same courses that are taught by world-renowned professors and leaders in the insights industry. Our program at the Broad College is offered as a full-time in-person cohort (Fall), a full-time online cohort (Spring), and a part-time online cohort option (Fall).

Tap into cutting-edge marketing research and analytics knowledge.

In our STEM-certified MSMRA program you will:

Study with our award-winning marketing faculty

Interact with C-level executives in marketing research and insights industry

Participate in real-world marketing research, consulting, and projects

Become part of an analytics-driven and technology-rich marketing and insights industry

Our program faculty are equipped with a wide array of diverse backgrounds including doctorates in marketing, experience as marketing research consultants, and valuable contributions to leading marketing research and academic journals. Our world-class academic expertise is paired with opportunities to engage with private sector leaders in marketing research, such as senior-level executives at the nation’s leading marketing research firms, corporations, and strategic leadership organizations.

Our project-based learning model allows you to learn how to analyze and interpret the voice of the modern customer by interacting with real clients, participating in comprehensive marketing analytics projects and contributing to industry publications. As a program that is designed to fuel a career field with premier job growth and salaries, MSU’s MSMRA degree is ideal for those looking to become the next generation of marketing leaders at the world’s biggest brands.

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• Dual Enrollment

We accept applicants on a “rolling calendar” basis, so you are welcome to apply throughout the year to any of our three cohort options: Fall or Spring Full-Time Cohort (In person), Full-Time Online (Spring), and Part-Time Online (Fall).

Contact our team at [email protected] for more information on the STEM-certified MSMRA program.

The MSMRA degree is a 30-credit program consisting of specialized consumer insights and customer analytics courses.

Eligible MSU students can dual-enroll in the STEM-Certified MSMRA program for either the fall or spring semester during their senior year of undergrad.

The STEM-certified MSMRA program tuition rates include the price of books and statistical software needed for the program.

Our STEM-certified MSMRA program features a unique and powerful combination of faculty appointed in the Broad College of Business and other renowned experts from the private sector.

Get answers to the most frequently asked questions regarding the STEM-certified MSMRA program at Broad College.

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For additional details on the Broad Master of Science in Marketing Research and Analytics program at MSU, complete our brief request form. We look forward to connecting.

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Best MBAs in Marketing

Nalea J. Ko

Contributing Writer

Learn about our editorial process .

Updated January 24, 2024

Lauren Mastbaum

Contributing Editor

TheBestSchools.org is an advertising-supported site. Featured or trusted partner programs and all school search, finder, or match results are for schools that compensate us. This compensation does not influence our school rankings, resource guides, or other editorially-independent information published on this site.

Are you ready to discover your college program?

As of the 2020-2021 academic year, the National Center for Education Statistics (NCES) reports business majors as the most popular major for graduate students, with colleges awarding more than 202,000 degrees in the subject.

Earning a master's in business administration (MBA) provides a solid foundation in economics, finance, business communication, and leadership. A marketing concentration, much like a master's in marketing degree , can deepen your understanding of consumer behavior and marketing strategies.

Are you on the fence about an MBA in marketing? Learn more about popular master's in marketing programs. Explore tuition costs, common coursework, potential career outcomes, and more with this in-depth guide.

Why Get an MBA in Marketing?

Advance leadership skills, boost earning potential, increase job security, featured online mba programs.

Learn about start dates, transferring credits, availability of financial aid, and more by contacting the universities below.

What to Expect From a Marketing MBA Program

Like any MBA program, you'll gain a foundation in every aspect of business operations in an MBA in marketing. These degrees also cover psychology, digital strategies, and consumer behaviors to teach how to engage modern audiences.

Completing the required 30-40 credits takes about 2-3 years. You can often transfer previously earned graduate-level credits from an accredited college toward your MBA in marketing and graduate more quickly. Colleges and universities receive institutional accreditation from third-party organizations to demonstrate their academic rigor, student outcomes, and available resources.

At the programmatic level, business programs or schools are accredited by the Association to Advance Collegiate Schools of Business (AACSB). Accreditation from the AACSB indicates that a business program has met strict standards and adequately prepares graduates for the workforce.

Admissions Process

To start the admissions process for an MBA in marketing degree, submit an application and any necessary fees. You need at least a bachelor's degree from an accredited college to qualify for an MBA in marketing program. Each business college maintains distinct admission criteria. For instance, some MBA in marketing programs provide unconditional acceptance to candidates with other master's degrees.

Schools usually set minimum academic requirements. You may need to submit official transcripts showing at least a 3.0 GPA, for example. GMAT and GRE scores may be required, especially if you have a low GPA, though many schools are test-optional.

Popular Marketing MBA Courses

MBA in marketing programs feature lessons that build business acumen and advanced marketing skills. In addition to the courses listed below, you can take electives from other departments. The program often concludes with a capstone project or thesis incorporating all of your studies. Though curricula vary across institutions, common courses include:

Managerial Accounting

Luxury marketing, consumer insights, strategic leadership capstone, how much does an mba in marketing program cost.

Tuition for an MBA in marketing may cost between $14,370-$87,370. Several factors influence the cost of tuition, such as the school's private vs. public status. More prestigious schools may offer stronger alumni networks but typically charge higher tuition costs.

Public schools may offer reduced tuition for in-state learners, though some feature flat-rate costs for all online students, regardless of their location. Fortunately, aid from federal loans, grants, and marketing scholarships can help lower the financial burden of higher education.

Should You Get Your Degree Online?

NCES reports that in the fall of 2021, 9.4 million students, or 61%, enrolled in fully online degrees. Roughly 4.4 million learners, or 28% in the fall 2021 semester, took at least one online course.

Online MBA in marketing degrees often allow professionals to keep their day jobs while pursuing advanced degrees. However, online learning requires strong organization, time management, and motivation to stay on top of assignments.

MBA in Marketing Programs

We have compiled a list of institutions that offer this degree program. Use the table below to compare student population size and graduation rate.

University of North Carolina at Chapel Hill

UNC-Chapel Hill's Kenan-Flagler Business School features an MBA in marketing degree with available focuses in brand management and consumer packaged goods, technology-intensive markets, or services and retailing. You'll complete 62 credits and graduate within 18-36 months.

Through actual market cases for companies like Hershey and Procter & Gamble, you'll use data-driven methods to understand consumer behavior. Part of the program includes career and professional development with the employer engagement team, helping you to communicate with potential employers and access career workshops. Courses are online, but you can network in person at summits on the school's Chapel Hill, North Carolina, campus.

Johns Hopkins University

Johns Hopkins' Carey Business School, accredited by the AACSB, offers an MBA in digital marketing that you can complete through part-time enrollment in 2-3 years. The 54-credit program costs about $1,800 per credit.

You can design the program to suit your schedule with the option of asynchronous coursework. The digital marketing concentration requires a course in consumer behavior with electives in customer analytics, customer relation management, and marketing research.

The primarily online program includes in-person requirements and online experiential learning. Opportunities for in-person experience come from campus residencies, global immersions in Peru and Germany, and leadership development expeditions in Norway and Belize.

University of Illinois at Urbana-Champaign

U of I's MBA in marketing program, offered through the Gies College of Business, welcomes business professionals with at least three years of experience. You'll study in virtual teams in this 72-credit program. The core courses cover managing organizations, managerial accounting, and corporate finance.

Additional courses include digital marketing analytics, digital media, and marketing in the new digital world. A culminating project tasks students with completing a final case presentation. The program lets you set your own schedule, picking from a selection of live lectures to graduate in 24-60 months. There are no on-campus requirements. Tuition and fees cost $23,904 in total.

Common Questions About MBAs in Marketing

What can you do with a marketing mba.

Businesses across sectors need marketing professionals. With an MBA in marketing degree, you can pursue careers like director in marketing, market research analyst, and brand manager.

What's the difference between a master's and an MBA in marketing?

A master's in marketing focuses on marketing coursework and theories, while an MBA in marketing focuses more on leadership topics in the subject. An MBA in marketing also explores more business disciplines, such as finance, accounting, and business.

How much does an MBA in marketing cost?

Costs depend on several factors, including the type of school. NCES data for the 2020-2021 school year indicates that a graduate degree from a public college costs $12,394 in annual tuition and fees. Among private institutions, for-profit schools charge an average of $14,301 in yearly tuition and fees, while nonprofit schools cost $28,445.

Can you get an MBA in marketing online?

Yes. Online MBA in marketing programs allow students to complete their studies remotely or through hybrid models, which include some in-person courses. Depending on the school, you may study asynchronously without set class times or synchronously by attending live online lectures and discussions.

Discover More College Resources

Highly informative resources to keep your education journey on track.

Take the next step toward your future with online learning.

Discover schools with the programs and courses you’re interested in, and start learning today.

18 Exciting MBA Marketing Project Ideas & Topics For Beginners [2024]

In my experience, starting an MBA marketing project can be both exciting and a bit overwhelming for beginners. As someone who’s been through it, I know how important it is to pick the right topic to show off what you’ve learned. In this article, I’ll share 18 cool ideas for MBA marketing projects , perfect for newcomers like you. We’ll cover everything from digital marketing trends to old-school marketing tactics. Whether you’re into understanding why people buy things, managing brands, or doing market research, I’v e got yo u covered. Let’s dive in and get your MBA marketing project off to a great start!  

MBA in Marketing often has a number of projects to enhance your overall learning experience. We take a look at some of the best and unique project topics that you can select during your MBA in the marketing program.   

Why Is Digital Marketing Considered To Be A Popular Topic In MBA?

The need for digital marketing has increased manifold since the onset of this pandemic. As economies started to shut down, many businesses started to conduct their operations online. Needless to say, social media marketing and SEO tools have taken over the traditional marketing industry in an unprecedented manner. 

Currently, there are as many as 1.5 million global users of various social media platforms like Instagram, Twitter, Facebook and many more. The increasing demand for digital marketing in the business industry has also rapidly increased its value in the academic field.

Multiple universities across India have started adding various digital marketing MBA project topics in their courses. With that being said, are you interested in learning some of the best marketing topics for MBA projects ? If yes, then check out the mentioned below list that highlights some of the topmost marketing project topics for MBA. 

Importance of MBA Marketing Projects   

The primary objective of an MBA marketing project is to ensure that you, as a professional, can bridge the distance between theoretical knowledge and practical experience.   

Some of the widely recognized importance of an MBA marketing project are:  

1. Experiential Learning  

MBA marketing projects offer a unique form of experiential learning beyond the classroom and textbook. While working on real MBA marketing project topics for any company, you will be exposed to the complexities and nuances of the real business world. You will learn essential skills to help you navigate ambiguities and collaborate with team members to formulate strategic decisions under pressure.   

2. Building Practical Skills  

In addition to the theoretical knowledge you gain from textbooks, MBA marketing projects will help you develop a wide set of skills required to survive in the corporate world. You can learn how to conduct market research, analyze it, and then formulate strategies based on the skills many employers look for nowadays.   

3. Networking Opportunities  

You can also build a strong professional network based on the MBA marketing project you shall work on. These connections can help you open future career opportunities through referrals, internship opportunities, or job offers.   

MBA Project Topics & a Brief Description

Here are some of the best marketing topics for MBA project

1. Marketing & Content Strategy, Brand Positioning & promotions that made Vodafone ZooZoo extremely popular and a Key Contributor to Vodafone’s Growth

ZooZoo was launched in the year 2008 during the IPL and it gave the Vodafone marketing strategy a huge boost. It is one of the most iconic brand campaigns in India

 2. Building Brand Awareness among target segment via Innovative & Creative Use of Social Media Strategies for a new age youthful travel brand

Social Media strategies if done right helps to create massive Share of Voice and brand engagement with target audiences.

 3. Branding & Positioning strategies for a new age D2C( Direct to customer) milk startup( with a tier 1 presence) in tier 2, tier 3 cities

Two very important activities in marketing that can make or break a brand are branding & positioning in the mind of a consumers across various target markets & geographies

Get  online MBA courses  from the World’s top Universities. Earn Masters, Executive PGP, or Advanced Certificate Programs to fast-track your career.

4. Analyze consumer behaviour & Design Strategies to Increase Consumer Retention and User Engagement for a video streaming platform for documentaries.

Understanding Consumer behaviour is one of the critical steps in designing effective marketing strategies to engage & retain users specially for Digital Based Platform brands.

5. Study the effects of Branding on consumers in the Real Estate Sector

Real Estate is one sector where branding plays a big role in increasing sales due to the premium pricing of real estate.  

Also Read:  Best Online MBA Courses

6. Research on effect of BTL marketing on consumer purchase decisions in the FMGC sector

FMCG is a sector where BTL marketing plays a huge role in increasing consumer purchases at the store & retail outlet level.

7. Study on the Brand Positioning of one of the world’s most iconic brands – Coca Cola from its inception till date

The amazing marketing team at Coca Cola has turned a beverage drink into one of the world’s most loved brands using various innovative strategies after understanding consumer behaviour and psychology of the target audience.  

8. Study on marketing mix & competitive analysis of Surf Excel brand

Surf Excel has used the marketing mix extensively to stay ahead of completion, position itself in the minds of consumers & gain market share and become one India’s top brands in the laundry detergent category.

9. Study on brand recall & awareness of ICICI Lombard General Insurance in the sector of Home Insurance

ICICI Lombard insurance operates in a crowded market amongst many other insurance competitors and we must analyze if it stand out as a brand and why

10. Analysis on the shaping up of the automobile industry in India – Various Brands, Consumer behaviour patterns, Market Share, Top Marketing Strategies & Campaigns

Automobile industry is one of the most competitive and cut throat industries in India with many domestic & global players. The consumer behaviour patterns are unique and sales are tough. All these factors mean that brands have to work hard on their marketing strategies to stand out.

Must Read:  Highest Paying Cities for MBA Graduates

11. Study on Packaging used for various types of products and use of packaging as a marketing tool for brands

Packaging has long been used as a tool for branding promotions and consumers recall brands based on the colors & packaging used for various products.

12. Analysis and study on consumer satisfaction & delight with e-commerce online shopping portals

E-commerce has been booming in the last 6-7 years across the country but are consumers really satisfied with their online shopping experience or there are still some pain points yet to be addressed?

13. Impact of Customer Service on customers in the Telecom Industry in the last 10 years

Customer Service is the huge part of after sales service that can enhance the customers overall experience & delight them so that they keep them coming back for repeat purchases. What would the impact of such an approach in a cut throat industry like Telecom?

14. Effectiveness of Customer loyalty programs used by most of the Retail brands in India

Most retail brands have customer loyalty programs in the form of points or rewards. How effective have these programs been in influencing more repeat purchases from customers?

15. Study of customer satisfaction and impact of word of mouth marketing for automobile brand Maruti Suzuki

Customer satisfaction has a huge impact on word of mouth marketing that influences sales particularly in segments where the pricing is at a higher range like automobile. What impact has this had for Maruti Suzuki, one of India’s most popular brands?

16. Online Customer acquisition strategies for a new age furniture & appliance rental startup

Furniture & rental startups would have to apply the right messaging & targeting strategies along with the right optimization strategies on online channels to reach their target audience on Facebook, Google, Instagram, etc and acquire customers at an acceptable cost.

17. B2B Marketing & Sales strategies for a technology software company offering chatbots

B2B marketing & sales strategies are often very different from B2C and involve a lot of cold calling, cold emails and require a robust content marketing plan along with engagement events like webinars to decision makers at various target companies

18. Use of Gamification as a tool for customer retention & growth hacking in various tech products.

Many tech products nowadays use gamification in various forms to keep users coming back everyday and increase growth & revenue. This has helped them scale immensely   

• Use Of Artificial Intelligence In Marketing

The usage of Artificial Intelligence in Digital marketing is currently one of the most talked about topics. The automation of various tasks, the pros and cons, as well as the great impact of how Artificial intelligence can totally change the face of 

digital marketing is considered to be one of the most popular marketing MBA project topics. 

• A Study on the Impact Of Google on Online Shopping

Researchers indicate that as much as 68% of online buyers search for a product on Google before finally making their purchase. 

Topics For MBA Final Year Project In Marketing

There are a plethora of topics available under MBA marketing. Some of these includes market research, branding, advertising and many more. If you are interested in learning about some of the best topics for MBA Final year project in marketing , then you have arrived at the right place. 

The following list contains a detailed account of the top marketing topics for project MBA. 

• A Study On Creativity In Advertising
• Marketing Strategies of ACC Limited
• A Study On Customer Buying Behavior And Pattern
• A Study On Consumer Awareness
• Understanding Customer Behavior Towards Samsung
• A Study On Customer Satisfaction Towards Online Shopping
• Marketing Strategies Followed By Paytm and Google Pay
• A Study On Brand Promotion Strategies Followed By Swiggy and Zomato

Choosing the Right MBA Marketing Project Topic  

Before shortlisting MBA marketing project topics , some of the instances that you should keep in mind are:  

1. Market Trends  

Start by assessing the ongoing market trends and whether the topic will be relevant when you finish the project . Choose topics related to current trends or developments and the challenges companies are encountering as a result, and include discussions on how to address them.  

2. Available Resources  

Always evaluate the amount of data and resources available for MBA students for the selected marketing project topics before starting. Ensure that you have access to sufficient data sources, research materials, and industry contacts that will support your research and analysis.   

3. Objective of the Project  

Outline a clear and concise objective for your project. Specify what you aim to research and analyze within your MBA project, and detail how to initiate and sustain it. This ensures efficient time and resource utilization with minimum chances of deviation from the original topic.   

MBA Programs in India

Due to lockdowns across India, multiple universities and b-schools are now offering their MBA programs online. You can consider some of these world class MBA programs offered by top Business schools. India’s biggest online learning platform upGrad offers MBA from Liverpool Business School with specialization in marketing.

You will be given many MBA projects that will enhance your overall learning experience and help you learn the practical application of marketing concepts that various brands have used.

As stated earlier, with the increasing demand for digital marketing, many universities in India have started offering digital marketing courses to their students. The above-mentioned article highlights some of the best marketing project topics for MBA. On that note, there are several benefits that you can derive from doing an MBA in marketing and working on marketing topics for project MBA. 

. Some of them include a better competitive edge, higher compensations, greater job satisfaction and scope for experience in different fields such as content marketing, brand communication, retail marketing or market research.

upGrad also offers individual mentoring sessions with industry leaders from various domains. You will also get 360-degree career support and placement assistance throughout the MBA program. upGrad expert mentors will help you build, review your resume, and help you apply for various business roles.

Conclusion:

In wrapping up, I’ve shared a range of exciting MBA marketing project ideas tailored for beginners like you. Exploring these topics can be a rewarding journey, allowing you to apply your skills in real-world scenarios. Whether delving into digital marketing trends or traditional strategies, each project offers valuable learning opportunities. As a mid-career professional, selecting a project aligned with your interests and goals can lead to meaningful contributions in the marketing field. Remember, thorough research, creative thinking, and effective implementation are key to success. With these ideas as your guide, I’m confident you’ll embark on your MBA marketing project journey with enthusiasm and make a lasting impact in the industry.  

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Frequently Asked Questions (FAQs)

There are no two thoughts about the fact that college projects are an important part of any MBA program. It can open up your mind and give you practical training for the real world. Besides this, interviewers too are keen to know more about your college projects and internships. If you want to learn a lot more about the marketing field, think of projects as the real teachers. The research involved will help you become a better marketer. You might even end up making important connections that will help you later.

After completing an MBA with a specialisation in marketing, you will be proficient in developing strategies to accomplish organisational goals. Besides this, you will also learn communication skills, analytical skills, mathematical skills, business ethics and problem-solving skills. An MBA in marketing has become the most sought-after career choice among the youth today because it offers a variety of job opportunities including brand manager, account manager, marketing manager, sales manager, media planner, product manager, and so on.

When you’re choosing an online MBA program, look for these key indicators: a comprehensive curriculum, accreditation, expert faculty, a proven distance learning model, the use of the best online technology, student engagement strategies and 360-degree career support. While flexibility is key in an online MBA program, offering a unique learning experience is even more important. The program should give students an in-campus experience even if they’re away by making use of live faculty lectures.

When deciding on a topic for your final thesis/dissertation, you will find an abundance of topics to choose from. This might feel slightly overwhelming, so here are a few things to remember while finalizing your topic. First of all, make sure it is relevant to your course material and specialization. This will both simplify your work and be appreciated more. Secondly, find a project that truly interests you, as you are more likely to work your hardest when you are genuinely passionate about something. Thirdly, you can hone your problem-solving abilities by taking up a business problem, methodically conducting research, and coming up with a solution. Being able to assess a situation objectively is a vital skill. Lastly, do not hesitate to approach your professors for guidance.

Try to choose a topic that is unique, novel, interesting, and preferably has tangible applications in the real world. While working on your project, it would be advantageous to have a mentor to guide and advise you. Choose a mentor who has in-depth knowledge of the subject or someone who has already published papers in the past. Plan your project well. The importance of finalizing the goals, requirements, costs, implementation, and deadlines cannot be emphasized enough. Lastly, refer to previous research on your subject matter and learn from it.

The final-year project of an MBA course provides an unparalleled level of real-world experience and prepares a student for the workplace. This project also teaches valuable lessons in research techniques, data analysis, and even soft skills like teamwork and time management. It gives students a chance to interact and network with industry professionals and thus develop potentially valuable connections. Besides, during the hiring process, interviewers generally tend to ask questions about the candidates’ projects and internships.

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Marketing Research, Master of Science

Marketing Research

Master of Science

Course Delivery

Total Credits

Minimum Duration

• Program Details

Course Information

Admissions requirements.

• Tuition & Fees

Program Overview

The Master of Science in Marketing Research program equips graduates for success in a strategic, research-driven industry that is expanding and evolving. The program prioritizes the real-world application of knowledge and skills, pairing the world-class academic expertise of faculty thought leaders with private-sector leaders in marketing research, such as senior-level executives at the country's leading marketing research firms, corporations and strategic leadership organizations.

The program supports students in accelerating their careers in marketing research by providing a convenient 100% online, 12- month or 20-month option. The Master of Science Marketing Research program at Broad college of business offers a full-time in person cohort (Fall), a full-time online cohort (January), and a part-time online cohort option (May). The fully online program consists of the same courses as the full-time, on-campus program and is taught by the same leading professors through world-class design, online learning formats and virtual classroom instruction.

Program Highlights

#1 Master's program in Marketing Research and #7 across all marketing programs. (TFE Times, 2020)

#1 Master's program in Marketing Research and #10 across all MBA and specialized master's programs in marketing for North America (Eduniversal, 2019-2021)

Program Outcomes

Students of the Master of Science in Marketing Research program will achieve the following:

• Gain skills in traditional marketing research techniques, such as experimental design, sampling, data collection and analysis
• Become versed in leading-edge marketing technologies, methodologies and software
• Study with experienced marketing faculty
• Interact with executive leaders in marketing research
• Participate in real-world marketing research, consulting and publication projects
• Earn the top Master of Science in Marketing Research degree in North America
• Join an analytical and technology-rich marketing research industry

Career Outlook

With a focus on the real-world application of knowledge and skills, the Master of Science in Marketing Research degree provides students with invaluable preparation for excellent employment opportunities and a fulfilling career in marketing research in such settings as corporations, strategic consulting organizations, advertising agencies and marketing research firms. Corporate researcher job titles include the following positions and possible salaries:

• Senior VP or Vice President: $264,765*
• Market Research Director/Senior Director: $182,118*
• Director of Marketing: $172,143*
• Market Research Manager: $122,342*
• Consumer Insights Manager: $121,471*
• Brand or Product Manager: $97,200*
• Marketing Manager: $95,667*
• Business Development: $89,000*
• Senior Research Analyst: $94,807*
• Project Manager: $87,875*
• Business Market Analyst: $75,286*
• Research Analyst: $71,591*

*Average annual salary, according to a 2019 study conducted by Quirks Enterprises, Inc.

A Top-Ranked Education

• #3 in Best Online Master's in Business Programs for Veterans (Excluding MBA) — U.S. News & World Report, 2023
• #4 in Best Online Master's in Business Programs (Excluding MBA) — U.S. News & World Report, 2023
• 31st among Best Public Universities in America — U.S. News & World Report, 2023

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Program director, master of science in marketing research.

Jessica Richards holds a Master of Business Administration with nearly 20 years of business and leadership experience. Before becoming program director, Jessica co-managed several multimillion-dollar Verizon Wireless locations and dual-department operations for the departments of Marketing and Supply Chain Management at the Eli Broad College of Business. She has also led recruiting, career development and marketing for Michigan Army National Guard, primarily assisting new soldiers and officers. Jessica also achieved the rank of Staff Sergeant in the Michigan Army National Guard and is a military combat service veteran who served overseas during Operation Iraqi Freedom and Operation Enduring Freedom as a military police officer. Jessica was awarded the Global War on Terrorism Expeditionary and Service Medals and is decorated with many national awards from her eight years of honorable service.

To be accepted to this program, you must have:

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• Taken the TOEFL. (Only required if English is not your native language)
• A written personal statement Academic statement of purpose (maximum of two pages, double-spaced) describing your career goals and objectives and explaining why you believe our master’s program in marketing research will help you achieve those goals and objectives
• 3 letters of recommendation One or two letters of recommendation from professional or academic references (optional, but can strengthen your application). Provide contact information for your recommenders and the MSU application system will provide instructions to them.
• Official transcripts from all previous schools

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• Complete an online application
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• If you are a working professional with significant and/or relevant experience, you may be eligible to waive the GMAT/GRE requirement. If you received a 3.5 or higher cumulative GPA for your bachelor’s degree at MSU (or comparable university), the test requirement is automatically waived, and you may apply without a test score. To inquire about your waiver eligibility, please email [email protected] and attach your résumé and transcripts.
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Marketing Research Notes, PDF, Syllabus I MBA, BBA, BCOM 2024

• Post last modified: 5 April 2022
• Reading time: 9 mins read
• Post category: MBA Study Material / BBA Study Material / BCOM Study Material

Download Marketing Research Notes , PDF, Books, Syllabus for MBA, BBA, BCOM 2024. We provide a complete marketing research pdf. Marketing Research study material includes marketing research notes, book, courses, case study, syllabus, question paper, MCQ, questions and answers and available in marketing research pdf form.

Marketing Research subject is included in MBA so students are able to download marketing research notes for MBA, BBA, BCOM 2nd year and marketing research notes for MBA, BBA, BCOM 4th semester.

Table of Content

• 1 Marketing Research Syllabus
• 2 Marketing Research Notes PDF
• 3 Marketing Research Notes
• 4 Marketing Research Questions and Answers
• 5 Marketing Research Question Paper
• 6 Marketing Research Books

Marketing Research Notes can be downloaded in marketing research pdf from the below article.

Marketing Research Syllabus

A detailed marketing research syllabus as prescribed by various Universities and colleges in India are as under. You can download the syllabus in marketing research pdf form.

Introduction to marketing Research – marketing research as a tool of Management – relevance of marketing research in the Indian Context.

Basic concepts – Scientific method – Types of Research – basic method of collection data – Secondary Data – The Marketing research process – planning the research project.

The data collection forms – attitude measurement.

Introduction to sampling – applications of sampling methods of marketing problems.

UNIT V Data collection and the field force – tabulation of collected data – analysis techniques – research report presentations.

Marketing Research Notes PDF

Marketing research notes.

Market research is defined as the process of evaluating the feasibility of a new product or service, through research conducted directly with potential consumers. This method allows organizations or businesses to discover their target market, collect and document opinions and make informed decisions.

Marketing Research Questions and Answers

If you have already studied the marketing research notes, then it’s time to move ahead and go through previous year marketing research question papers.

• What is primary data?
• What is secondary data?
• What are the classical methods of collecting primary data?
• Mention some important sources of economic data.
• Distinguish between primary and secondary data.
• Distinguish between cross section and time-series data.
• Distinguish between qualitative and quantitative data
• What is a sampling frame?
• What is a complete enumeration?
• Define sampling.
• Write a note on simple random sampling
• Write a note on stratified random sampling.
• Write a note on systematic sampling.
• Write a note on multi-stage sampling.
• Write a note on sequential sampling.

Marketing Research Question Paper

If you have already studied the marketing research notes, then it’s time to move ahead and go through previous year marketing research question paper.

It will help you to understand the question paper pattern and type of marketing research question and answer asked in MBA 2nd year marketing research exam. You can download the syllabus in marketing research pdf form.

Marketing Research Books

Below is the list of marketing research books recommended by the top university in India.

• Boyd, Harper W. Jr., Westfall, Ralph and Stasch, Stanley, Marketing Research: Text and Cases, Richard D. Irwin Inc., Homewood, Illinois.
• Green, P. E. and Tull, D. S., Research for Marketing Decisions, 5th edition, Prentice-Hall of India, New Delhi.
• Luck D. J., Wales, H.G., Taylor, D. A. and Rubin R. S., Marketing Research, 7th Edition, Prentice-Hall of India, New Delhi.
• Tull, D. S. and Hawkins D. I., Marketing Research : Measurement and Method, 6th Edition, Prentice-Hall of India, New Delhi.

In the above article, a student can download marketing research notes for MBA, BBA, BCOM 2nd year and marketing research notes for MBA, BBA, BCOM 4th semester. Marketing Research study material includes marketing research notes, marketing research books, marketing research syllabus, marketing research question paper, marketing research case study, marketing research questions and answers, marketing research courses in marketing research pdf form.

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Agri Commodity Markets Research Outlook 2024: Buyers sail home on rising supplies

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The last three years have been extremely volatile and challenging for farmers, traders, and food processors. Successive waves of drought, disease, and war pushed agricultural commodity prices to record levels and left even the most experienced buyers in uncharted territory. We had already predicted the challenges for consumers, as we saw consumer demand erode in response to affordability. The US Federal Reserve tightened lending conditions, raising rates and strengthening the dollar, which, in conjunction with a weaker Russian ruble and Chinese yuan, further depressed prices of commodities such as wheat and soybeans.

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Our 2024 outlook marks the prompt arrival of “amber waves of grain” that cool food inflation and dampen price volatility before more fulsome relief arrives, particularly for El Niño-exposed commodities like sugar, robusta coffee, and cocoa. Indeed, while agricultural prices are generally falling, soft commodities like sugar, robusta, and cocoa have been rallying through much of 2023, in part due to the fact that El Niño-correlated dryness has been present in much of Southeast Asia, India, Australia, and parts of Africa. Yet, El Niño's relatively short duration and improvements in sugar production in areas like Brazil will limit the pain period, allowing prices of these commodities to join the downward trend of feed grains and oilseeds at a later stage. The main beneficiaries of a downward trend in agri commodities should be baking, dairy, and animal protein producers, who can expect lower prices for grain-and-oilseed-heavy ingredients.

After a year of historic demand contraction in corn and soybeans, 2024 will deliver enough well-priced supplies to support a natural rebound. World coarse grain demand will rise 2% YOY and stocks nearly 4%. Global oilseed crush will rise a modest 3% in 2023/24 while stocks expand 10%. Naturally, as prices fall, demand will increase further, both for consumption and in China’s case also for storage, but buyers are wary following a lengthy period of double-digit food inflation that will take time to unwind. Over time, producers of all species – and ultimately consumers – stand to benefit from falling feed prices. The early 2024 return of South America – from La Niña drought to full G&O production – would mark the major inflection point for volatility and signal cheaper prices ahead.

El Niño at play

Following the exit of La Niña in 2023, NOAA officially declared El Niño factors are present as of June 2023. As usual, the event is expected to be at its strongest between November and January, when it’s expected to peak around two degrees Celsius above normal temperatures – a level categorized as “historically strong.” A strong El Niño event will create new challenges in different parts of the world: A number of crops in varying locations can be adversely impacted by El Niño in the coming months, in particular Indonesian palm oil and Australian wheat. At the same time, there is potential for some crops to benefit, like those in southern Brazil, Argentina, and parts of the US.

Can policymakers stick the landing?

Monetary and fiscal policymakers in the big economies are all in a gymnastic balancing act that aims to achieve a ”soft landing”: getting inflation under control without causing too much damage to the economy and/or financial markets. History and common sense suggest that success is by no means a given.

Over the next four quarters, we forecast a mild recession in both the US and the eurozone, but their timings differ. Whereas the eurozone has already fallen into a contraction in 2H 2023, we expect growth in the US to decline below the zero line by the end of this year or early next year. Annual growth in the US is projected at 0.2% next year after 2% this year. Eurozone GDP growth is projected at 0.5% for both 2023 and 2024. After accelerating to 4.8% this year, the Chinese economy is expected to grind lower to 4.5% in 2024 as (largely controlled) debt deleveraging weighs on activity and the authorities do not appear to have the appetite for a large boost to demand. All in all, that’s a global economic landing of sorts, but not one that juries usually award a lot of points for.

The era of increased volatility for crude oil, refined products, and natural gas markets will continue in 2024. OPEC and Russia have shown a willingness to cut production (and, in Russia's case, temporarily ban exports of refined products) to buoy prices and cause economic harm to their geopolitical rivals. In addition to the ongoing war in Ukraine, the Israel-Hamas war that began in October provides massive geopolitical risk to crude oil markets and liquified natural gas prices. The threat of closures and disruptions to energy flows remains a large support to prices across the board, with the possibility of further spikes on escalation.

(Tail) risks on both sides remain considerable

Moreover, there are significant (and more than usual) risks to both sides of this “baseline” projection. First, there is still considerable uncertainty over whether the rate hike cycle has been sufficient to achieve a timely and sustainable return of inflation to central banks’ targets. Although we believe most central banks are done hiking, they will probably have to keep rates at elevated levels for longer than the market is projecting. At the same time, the hiking cycle has been so aggressive and swift that its full impact is unlikely to have been felt already.

Secondly, accelerating changes in climatological conditions and in global security pose significant risks in the form of new stagflationary shocks. The worrying developments in the Middle East are just the latest example in a long string over the past eight years. Against the backdrop of high public and private debt and structurally higher inflation, interest rates, and budget deficits, they also raise major future policy dilemmas. The risks of global economic (and, eventually, military) conflict have risen in tandem. At best, this leads to slower growth in international trade and finance that is manageable for governments and businesses. At worst, it leads to a severe fragmentation of the global system.

Currencies: US dollar – short of alternatives

Although the US jobs market started to loosen toward the end of 2023 in response to monetary tightening, the aging demographic suggests scope for worker shortages across most of the Organization for Economic Cooperation and Development in the years ahead. Adverse weather conditions and the changing nature of geopolitical risk also suggest plenty of scope for inflationary forces to reemerge over the medium to longer term. This reinforces the view that neither inflation nor interest rates are likely to return to the lows recorded after the global financial crisis. The higher-for-longer interest rate theme, along with slow growth in China, and the scope for technical recession in the eurozone in late 2023 and potentially in the US in early 2024 will weigh on risk appetite. This favors the safe haven of the US dollar. Traditionally, the US dollar has an inverted relationship with risky assets, suggesting that it may hold firm until the Fed is on the brink of cutting rates.

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USM Honors College Students Present Thesis Research at Marketing Conference

Tue, 03/26/2024 - 09:14am | By: Van Arnold

University of Southern Mississippi (USM) Honors College students Haeden Overby and Patrick Tyson presented their thesis research during the 2024 Association of Marketing Theory and Practice Conference (AMTP) held earlier this month in Hilton Head, S.C.

Overby, a hospitality and tourism management major, and Tyson, an anthropology, sociology, and Spanish major, presented individual research papers, as well as a collaborative project, at the international and interdisciplinary academic marketing conference which brings together academic theory and real-world marketing practices.

This year’s conference saw more than 100 submissions. Of the 33 student paper submissions across undergraduate, Master's, and Ph.D. levels, Overby’s thesis paper – “Service robots’ effect on branding and consumers' intentions through online reviews” - won the James E. Randall Best Student Paper Award. 

“Haeden and Patrick are exceptional students in my class. Their passion for research and dedication to their thesis projects have impressed me,” said Dr. Wei Wang, Associate Professor, Hospitality and Tourism Management Program Coordinator who served as both students’ thesis advisor. “Moreover, their active involvement and leadership roles on campus exemplify their commitment to excellence beyond academics,”

Tyson presented a research paper titled, “Uncertainty avoidance moderation over film-motivated tourists' views on destination image, place attachment, and intentions.”

Collaboratively, they presented a paper titled, “Cookies and calamari: Squid Game’s “Dalgona” and cutting shapes from its impact on Korean product purchase and travel intentions.”

“My advisors, Dr. Wei Wang and Dr. Banu Bas, have been incredibly patient teaching me about the research process, and I would not have been able to succeed without their support,” said Overby. “Dr. Randall is retiring from the AMTP conference this year, and the award was named after him for the first time. I am pleased to be the first recipient of the award under his name and am incredibly thankful I had the chance to meet him when I was presented the award.”

Added Overby, “This accomplishment has become great motivation to continue my research in marketing and to cross the finish line of submitting my thesis. I am glad to bring home a new award for Southern Miss Business!"

More information about the conference can be found here .

To learn more about USM’s College of Business and Economic Development, call 601.266.4659.

Categories: Business and Economic Development Honors College

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State of grocery Europe 2023: Living with and responding to uncertainty

The State of Grocery Retail Europe 2023: Living with and responding to uncertainty

In 2022, European grocery was characterized by unprecedented inflation and increasing consumer price sensitivity. Consumers traded down, and grocers experienced substantial cost pressure. The impact of the COVID-19 pandemic on the sector had largely concluded by the end of the year.

About the authors

This article is a collaborative effort by Christel Delberghe and Anton Delbarre of EuroCommerce, Richard Herbert of Europanel, and Franck Laizet , Daniel Läubli , Rickard Vallöf , and Thomas Rüdiger Smith , representing views of McKinsey’s Retail practice.

In the second half of 2023, we expect European grocery to start recovering. Key trends that will shape the sector this year include a gradual normalization of price and volume, a search for cheaper food, continued margin and cost pressure, a race for economies of scale, profitable online growth, retail media expansion, accelerated technology deployment, and intensified collaboration of grocers with their suppliers to drive sustainability.

Did anyone say inflation?

Inflation was the leading topic on the minds of consumers, grocery retailers, and suppliers throughout 2022. General inflation in the European Union increased from 2.9 percent in 2021 to 9.2 percent in 2022, reaching a peak of 11.5 percent in October. Food inflation was even higher—in some countries, as much as twice as high as general inflation. Household economy experienced a significant pressure as expenses increased much faster than disposable income. 1 Disposable income based on Oxford Economics data. In response, many consumers traded down.

Overall grocery sales in Europe 2 Includes Belgium, Czech Republic, France, Germany, Italy, Netherlands, Poland, Portugal, Spain, Sweden, and the United Kingdom. grew by 2.9 percent in 2022 compared with 2021. This growth was the result of 10.7 percent higher prices, a decrease of 3.6 percent in volume sold, and a downtrading effect of 3.6 percent (Exhibit 1). This implies total grocery volume at 2.3 percent above 2019 levels, with significant variations among countries (see “ Food and grocery market KPIs ”).

Across Europe, consumer downtrading has led to substantial growth for private labels. Compared with 2021, the value share of private labels increased by 1.9 percentage points. However, only 0.8 percentage points of this increase can be explained by same-store downtrading. The remaining part is caused by faster-than-average price increases for private-label goods (0.8 percentage points) and above-average growth of the discount channel, which has a higher private-label share (0.3 percentage points). 3 Based on Europanel data.

Discounters gained 1.4 percent in market share in Europe relative to 2021. This was largely driven by a combination of aggressive footprint growth in recent years, recovery from the pandemic-related sales dip, price inflation faster than market average and an increase in price sensitivity in the market. Discounters grew at the expense of all other channels: traditional trade declined by 0.8 percentage points, hypermarkets by 0.2, online by 0.3, and supermarkets by 0.1. Online penetration mostly stagnated in 2022, except for the United Kingdom and Sweden, where it declined by about one percentage point. 4 See Food and grocery market KPIs.

About this research

The State of Grocery report is an annual global publication covering three continents, with dedicated reports for Asia, Europe, and North America. This year’s report, Living with and responding to uncertainty: The State of Grocery Retail 2023: Europe , is a continuation of a partnership between McKinsey & Company and EuroCommerce, designed to provide executives with a comprehensive view of the market and future trends. In preparing the report, we surveyed more than 12,000 consumers and around 50 grocery executives across Europe. We interviewed three industry thought leaders and pioneers. We combined EuroCommerce’s policy and sector knowledge with McKinsey’s global expertise and analytical rigor. We hope this report will offer new insights and perspectives that will help grocers living with and respond to uncertainty.

Because of cost inflation, lower volumes, and more price-sensitive customers, the margins of many European grocery retailers came under substantial pressure. Between 2019 and 2022, the average margin of European grocers decreased by three percentage points, our analysis shows. The EBITDA margin decreased by one percentage point, while the EBIT margin stagnated.

2023: Are we out of the woods?

Consumer confidence is returning as inflation eases, although it is still below prepandemic levels. According to most forecasts, inflation in Europe will continue to abate over the course of 2023. Consumer confidence in the EU has been rising for five consecutive months; the level measured in February 2023 (–20.6, compared with –29.8 in September 2022) was the highest since the beginning of the war in Ukraine. That said, consumer confidence is still lower than it was in January 2022, before the war in Ukraine (–10.9) and much lower than it was in January 2019, before the pandemic (–5.9).

Grocery CEOs also remain cautious. According to our survey of 47 European grocery CEOs, 44 percent expect 2023 to be worse than 2022, and 33 percent think it will be as challenging as 2022. Only 23 percent believe 2023 will bring an improvement in market conditions (Exhibit 2). Respondents agree that the key themes for 2023 are rising costs and margin pressure, downtrading, and an increased focus on private labels.

Drawing on our consumer research (Exhibit 3), CEO survey (Exhibit 4), and market analysis, we identified eight trends (Exhibit 5) that we believe will shape the grocery landscape in 2023 and beyond. Some of these themes represent an acceleration of trends we outlined in last year’s report, while others are new and will likely prompt grocery executives to reassess and adapt their existing strategies.

The eight trends

1. gradual normalization of price and volume.

We expect the first quarter of 2023 to be the turning point after which volume stays relatively stable and inflation gradually normalizes.

In 2022, we saw retail volumes decline across Europe by 3.6 percent compared with 2021. However, most of this drop in volume happened in the second quarter of 2022 because of fading effects associated with the COVID-19 pandemic. In the second half of 2022, volume stayed mostly stable compared with the previous quarters. 5 See Food and grocery market KPIs.

We therefore expect that volume will remain stable or slightly decline through 2023 versus the fourth quarter of 2022 run-rate levels, with lower volumes in the first quarter of 2023 than in the first quarter of 2022. Starting in the second quarter of 2023, we expect volume development to be flat or only slightly negative relative to 2022. This would result in a volume decline of 1 to 2 percent for the full year compared with the previous year (Exhibit 6).

While general inflation declined at the beginning of 2023, food inflation was still rising. However, food commodity prices have passed their peak and decreased significantly in the first quarter of 2023. 6 “Agriculture price index,” updated March 31, 2023. At the time of writing, the global agriculture price index was 12.8 percent below its April 2022 peak. Also, the household energy price index decreased by 8.3 percent in February 2023 compared with January 2023, taking the index 23.9 percent below its October 2022 peak. According to our analysis of historic data, food retail prices adjust to changes in commodity prices with a time lag of about six to twelve months. We therefore expect food inflation to slow down significantly in the second half of 2023.

Back to all trends  ∧

2. A focus on cheaper food through private labels and discounters

Saving money on food remains a top priority for both high- and low-income consumers in 2023.

All income groups were trading down in 2022, and the difference between income groups diminished. At the beginning of 2022, respondents to our consumer survey who said they wanted to save money on food represented predominantly low-income households. Now, this intent can be observed across income brackets (Exhibit 7). The share of private labels increased across Europe by 1.9 percentage points on average, and the market share of discounters increased by 1.4 percentage points (see “ Food and grocery market KPIs ”).

In 2023, consumers plan to trade down further. According to our survey, 53 percent of consumers say they want to save more money on food, and 36 percent want to buy more private labels than they did in 2022. Consumers also plan to spend less on premium, healthy, and sustainable products to make ends meet. That said, healthy eating remains a key concern for consumers. Depending on the income group, 24 to 37 percent of consumers intend to focus on healthy eating in 2023.

Even if market conditions improve, consumers might continue buying private labels and shopping with discounters. Consumers are highly satisfied with private-label products, with 84 percent of respondents saying the quality of private labels is similar to or better than the quality of branded products. The average consumer is also quite satisfied with discounters. Our survey shows that the weighted average customer satisfaction score in Europe was 14 points higher for discounters than for other formats in early 2023. As a result, we expect that some consumers will not switch back from discounters to supermarkets. As the pressure on household budgets eases, supermarket operators may want to sharpen or upgrade their value propositions to lure target customers back into their stores. In 2022, we saw a strong correlation between market share development and the attractiveness of a grocery retailer’s private labels as perceived by consumers. We expect this to stay true in 2023.

3. Continued margin and cost pressure

The profitability of grocers was hit hard in 2022, and the pressure on margins, cash flows, and the cost of capital is likely to stay high in 2023.

Margins decreased for both grocery retailers and food processors (consumer-packaged-goods companies) between 2019 and 2022. The EBITDA margins of grocery retailers decreased by 1.0 percentage point, while the EBITDA margins of food processors decreased by 0.8 points (Exhibit 8).

We expect cost and margin pressure for grocery retailers to remain high at least in the first half of 2023 because salaries are likely to grow and many cost increases have not yet reached grocery retailers. According to our CEO survey, dealing with cost and margin pressure is a top 2023 priority for 88 percent of grocery leaders. While energy and many food producer prices peaked in the third quarter of 2022, it will take time for these increases to affect food processor prices and ultimately reach consumer prices set by grocery retailers. In addition, if governments were to introduce new regulation to limit retail prices, this would put further pressure on the margins of grocery retailers.

At the same time, the level of required investments for grocery retailers is increasing, putting additional pressure on the industry. Between now and 2030, the industry needs cumulative additional investments of €70 billion to €125 billion to drive sustainability, digitalization, IT improvements, and automation—an increase of 25 to 50 percent relative to current levels. 7 Transforming the EU retail & wholesale sector , a joint report from McKinsey and EuroCommerce, October 2022. Margin pressure and the increasing cost of capital will make it harder for grocery retailers to finance these investments. The weighted average cost of capital has increased from 2.6 percent in 2021 to 6.7 percent in 2022 because of higher interest rates. This makes it more expensive for grocers to borrow money or raise new capital. 8 “Cost of equity and capital (Europe),” Damodaran Online, January 5, 2023; “Cost of equity and capital (Europe),” Damodaran Online, January 5, 2022.

4. A race for economies of scale

Structural measures to achieve synergies and economies of scale are likely to intensify as smaller grocery retailers are disproportionately affected by current market developments.

The current environment has placed significant demands on grocery retailers to manage cost. Scale has long been a benefit in the market. For example, bringing large volumes to the table in negotiations with leading brands can lower the cost burden substantially. Similarly, investments in technology and sustainability are easier to absorb if they can be spread and leveraged across a large network of stores. In a situation characterized by increasing price sensitivity, margin pressure, and substantial investment needs, the value of scale will further increase.

In 2023, we foresee an accelerating race for economies of scale. Larger players may pursue more intense M&A strategies or seek to form broader partnerships—strategies that have often proved valuable in times of turmoil. In contrast, smaller players are likely to explore alternative ways of achieving scale, such as through bundle purchasing, joining franchising networks, and forming partnerships for joint investments. Some indications of this trend were already apparent in the second half of 2022. For example, Rewe has announced that it will invest €5 billion by 2025 to expand its footprint in Europe through targeted investments and smaller acquisitions. Ahold Delhaize took on the Jan Linders chain as an Albert Hejin franchisee. Aldi North announced that it will exit the Danish market, while Coop Denmark is merging formats to capture synergies. The Scandinavian purchasing group Coop is teaming up with the French retailer Carrefour to make French, Italian, and Spanish private-label products available in the Nordics.

5. The quest for profitable online growth

After a period of postpandemic stagnation, we expect that e-grocery will return to moderate growth and that players will maintain a strong focus on profitability. Incumbents will face increasing pressure from pure players. Meal delivery will likely overtake e-grocery in terms of market size.

E-grocery penetration stagnated in 2022, but we expect it to return to a long-term growth trajectory going forward. Most EU countries have retained the growth they have seen during the COVID-19 pandemic.

Increasingly, consumers consider online and offline as independent channels with different value propositions. In the United Kingdom, for example, according to our Consumer survey, around 75% of customers shop online sometimes or always with a different banner than offline. Consumers choose the best offline offer and best online offer for respective journeys, and this requires retailers to ensure a strong offer per channel.

Some pure players, such as Rohlik, have already reached profitability and raised additional capital despite the challenging investor environment (see “ Clearing away the barriers ”). In contrast, quick-commerce players (instant grocery) might face another difficult year as economics and investor sentiment remain challenging. In the long run, we still see a market for instant grocery in Europe, but with higher price points than mainstream online supermarkets.

I believe online can be more profitable than offline, as long as you don’t try to be all things to all people. Tomáš Čupr, Group CEO, Rohlik Group

The market for meal delivery looks more promising. Meal delivery continues to grow more quickly than e-grocery (Exhibit 9). If the growth trajectory continues, meal delivery will overtake e-grocery in terms of market size in the next two to three years. Given the higher margins of meal delivery, the potential profitability of this market is also attractive.

Reaching profitability in e-grocery is a challenge, but we see an increasing number of players either reaching a break-even point or on a clear path to achieve it in the next year or two.

6. Retail media as a core profit center

Across Europe, top players are either launching or expanding their retail media businesses, which are likely to become a substantial EBIT driver for the grocery industry.

The emergence of retail media (RM) as the third wave of digital advertising puts grocery players in a favorable position to provide targeted advertising opportunities and helps boost their profitability. RM is highly attractive to advertisers because it allows for much more granular targeting than other forms of advertising. In addition, it allows advertisers to measure the return on ad spending (ROAS) much more accurately at the product level by using the retailer’s sales and website data. In the United States, RM sales make up to 10 percent of online food sales and yield EBIT margins exceeding 50 percent.

While RM is not a new phenomenon, there is a lot of growth potential yet to be captured in Europe. In 2022, the European RM market was worth about €10 billion, less than one-quarter of the value of the US market. 9 In 2022, the US retail media market reached $41 billion and about 12 percent of total media spending, while Europe reached €10 billion and about 7 percent, respectively. Total media spend based on Statista data. The European market is expected to grow to about €21 billion in 2025. 10 Daniel Knapp, “Retail media – megatrend for the next digital decade?,” IAB Europe, May 25, 2022. According to a McKinsey survey, 90 percent of CPG advertisers plan to increase their spending on RM in the next 12 months (Exhibit 10), compared with a cross-industry average of about 60 percent. This spending will mostly add to existing CPG spend allocated to grocers. To take advantage of this trend, 18 of the 30 largest European grocers have already launched or started to develop their RM businesses.

Looking forward, RM is likely to become a must-have for European grocers. Leaders are already scaling up their ecosystems beyond the core offering. For example, Carrefour has entered a partnership with Publicis and Citrus Ads to monetize joint capabilities and provide an RM platform for smaller grocery retailers (“RM as a service”). Ahold Delhaize has declared that it will buy stakes in the adtech platform Adhese. Tesco and Sainsbury’s have announced TV network deals to leverage their data for tailored TV advertising.

7. Systematic scaling of automation and technology

Technology remains an important driver of value creation for the industry, but it will require €40 billion in additional investments by 2030. Generative AI is emerging as a potential next frontier.

The automation of warehouses and stores continues to accelerate. In 2023, the EU-27 automation market for retail was worth €2.5 billion. It is expected to grow at an annual rate of 13 percent in the coming years, reaching about €6 billion in 2030. Grocery retailers increasingly automate their warehouses fully, including through automated picking and depalletizing. Automation is expected to be one of the largest investment categories required to enable the digital transformation of grocery in Europe. Cumulatively, the investment need will total about €18 billion by 2030 across the European grocery retail industry.

At the same time, IT modernization is becoming a key enabler of the technological transformation of grocery retail, and it puts a strain on investment budgets. IT modernization includes the migration of older legacy systems that are no longer supported to new systems, the acceleration of IT development to keep up with pure players, cloud computing, omnichannel implementation, and the adoption of new analytical tools. These efforts will cost grocery retailers up to €19 billion cumulatively by 2030. 11 Transforming the EU retail & wholesale sector , McKinsey, October 2022. However, IT modernization also offers a massive opportunity for value creation if it is set up and conducted as a true business transformation.

Advanced analytics is becoming more mature, and it is increasingly part of the DNA of grocery retailers. We see more grocers moving beyond exploring and testing to building core capabilities for executing high-impact use cases. The EBIT margins of grocers can be improved by about one percentage point with analytics applications that were ready to deploy at the time of writing. About 80 percent of this potential is linked to ten use cases, including pricing, store-specific SKU selection, and supply chain planning.

Looking ahead, generative AI (GenAI) has the potential to unlock new value pools (Exhibit 11). The most promising examples of GenAI applications are expected to be in marketing (for example, creating personalized creative content and messages) and customer interaction (for instance, enhancing conversational chatbots and virtual assistants).

8. Supplier collaboration to solve for sustainability

The importance of sustainability continues to increase for grocers, despite the current dip in consumer demand. While the investments required to reduce Scope 1 and 2 emissions are substantial, the necessary actions are clear. In contrast, Scope 3 requires further understanding.

Defining scope emissions

Scope 1—direct emissions generated by an organization

Scope 2—emissions generated by production of purchased energy

Scope 3—indirect emissions from up and down the value chain

Regardless of the current dip in consumer demand for sustainable products, the decarbonization of grocery is picking up speed, driven by the European Green Deal, the expectations of investors, and a shift to green debt financing. The number of retailers with operations in Europe that have set science-based targets for decarbonization increased from 56 in 2021 to 110 in 2022. Among grocery retailers, this number increased from 22 in 2021 to 36 in 2022. 12 “Companies taking action,” Science Based Targets, accessed April 5, 2023.

Retailers have a clear understanding of the initiatives that are required to address Scope 1 and 2 emissions. More than 60 percent of greenhouse-gas emissions in Scope 1 and 2 can be abated in a way that saves cost and yields a positive net present value (NPV)—for example, investing in more energy-efficient freezers. However, these initiatives require substantial capital expenditures that could total €25 billion to €65 billion by 2030 across the European grocery retail industry. 13 Transforming the EU retail & wholesale sector , McKinsey, October 2022.

Since Scope 1 and 2 emissions represent only 7 percent of all emissions associated with retail (Exhibit 12), engaging suppliers and consumers to reduce Scope 3 emissions will be crucial to reach net zero. Meat and dairy production should take priority, as these categories represent half of all Scope 3 grocery emissions. 14 Bartosz Jesse, Alessa Perotti, and Daniel Roos, “ Decarbonizing grocery ,” McKinsey, July 22, 2022.

To move the needle on Scope 3, retailers are starting to establish joint initiatives with their suppliers. For example, Carrefour has engaged suppliers to commit to reducing their CO 2 emissions by 20 megatons by 2030. Tesco has partnered with a bank to offer preferential borrowing rates to suppliers that disclose carbon data. Programs for consumer engagement are also emerging. For example, Kesko has launched an app through which consumers can set and monitor climate targets for their shopping baskets.

Implications for grocers

The current environment is challenging, but it offers opportunities to grocers that act boldly. According to our research, companies that took decisive action during the global financial crisis of 2007–08 performed better throughout the crisis and experienced higher growth once the crisis was over than those that did not. On average, these outperformers reduced their costs more aggressively than competitors during the crisis, which gave them the capacity to invest in growth opportunities. They also divested nonperforming parts of their business (for example, certain formats) more systematically than their peers. Once the crisis was winding down, these companies were among the first and the most determined to make investments and acquisitions in attractive growth segments. Looking ahead, we see three strategic priorities for grocery retailers that will help them emerge stronger from the current period of disruption and uncertainty.

Strengthening private-label assortments and capabilities

A stronger private-label capability will help retailers remain attractive while consumers are trading down and during the subsequent recovery period. Our experience shows that a broader and more attractive private-label offering in the lower-priced part of the assortment shows the highest correlation with market share gains in the current market environment. To succeed, grocery retailers might want to take inspiration from the mindset and practices of leading CPG companies in the way they manage their private-label offerings. Additionally, they should consider building a design-to-win approach that revolves around key consumer needs and global trends such as value, health, and sustainability. To claim their fair share of growth during a potential recovery period in the second half of the year, retailers should also start thinking about innovations in the premium part of their assortment.

A strong private-label design capability will also help to differentiate the assortment offering.

Creating room for investments by acting boldly on profitability

To tackle cost and margin pressure effectively, grocers need to manage operational expenditure tightly. To create the necessary fact base for data-driven supplier negotiations and price setting, grocery retailers will want to examine how the prices for ingredients and other supplier costs (such as energy) are changing and seek to understand how this should be reflected in the purchase price of each product. Taking a cross-functional view of supply chain costs and looking at them end to end from supplier to store can unlock further opportunities to increase efficiency. In parallel, grocery retailers should seek to boost the productivity of capital expenditure—for example, by challenging infrastructure investments and reviewing store footprints. Another important lever to free up funds for investments in future growth is to identify and divest parts of the business (for instance, store formats, channels, or categories) that do not yield enough profit and do not support the company’s strategic objectives. Moreover, grocery retailers will want to accelerate their online ventures’ path to breakeven. For example, they could tailor the online value proposition more to online customer needs, invest in supply chain automatization, and tap into high-margin adjacent opportunities such as retail media and meal delivery.

Investing in future growth

While the two strategic priorities above represent areas of immediate focus for most grocery retailers, it is equally important to look further ahead and invest in future growth drivers such as analytics, sustainability, and e-grocery.

• Moving from analytics exploration to implementation. To unlock the full potential of analytics, grocers need to shift gears from exploring and testing use cases to building the required capabilities for implementing them at scale and embedding them into their daily processes. In our experience, 80 percent of the value from implementing analytics comes from ten use cases, so companies should focus their management attention on these.
• Collaborating across the value chain to reduce emissions. The required reduction in Scope 1 and 2 emissions is often NPV-positive and should therefore be implemented as soon as possible. 15 Bartosz Jesse, Alessa Perotti, and Daniel Roos, “ Decarbonizing grocery ,” McKinsey, July 22, 2022. But net zero can only be achieved by collaborating across the value chain. Grocery retailers have an essential role to play in helping suppliers and consumers navigate the reduction of Scope 3 emissions, especially in high-emission categories such as meat and dairy. Generally, grocers should ensure that sustainable alternatives are available on their shelves and create transparency for consumers.
• Gearing up for future e-grocery growth. While online shopping did not grow in 2022 and is still losing money on average, we believe it will reach profitability within the next two to three years and at least double by 2030. Investing in e-grocery now, and possibly also in meal delivery, might enable grocery retailers to overtake organizations that are currently reducing their investments.

Christel Delberghe is director general of EuroCommerce, where Anton Delbarre is chief economist.  Richard Herbert is global insight director at Europanel. Franck Laizet is a senior partner in McKinsey’s Paris office, Daniel Läubli is a senior partner in the Zurich office, Rickard Vallöf is a partner in the Gothenburg office, and Thomas Rüdiger Smith is a partner in the Copenhagen office.

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