B2C marketing and Communication

(can be written in Danish or English)

Food consumption has always been shaped by social trends, cross-cultural influences, technology, class distinction, and moral norms. Industries from agriculture to retailers to FMCG producers to restaurants have to adapt to such developments to keep their customer base. Current themes include: the rise of veganism; special diet such as paleo food; or local/craft/’new nordic’ food. Ethical considerations also play an increasing role in these cases. How is consumer food culture changing? What role does/should marketing play?

The assignment can focus on marketing strategy, branding, or consumer behavior with regard to one firm, an industry or market segment – or be theoretical.

(can be written in Danish or English)

Technologically advanced products, such as robots and drones, are increasingly being marketed to consumers. What draws (or repels) consumer to such products? How can the marketing of such product better reflect the consumers’ desires and fears? The assignment can focus on a particular consumer group (e.g., the elderly, technology enthusiasts) or explore the role of these products in broader consumer culture. It can be focused on a particular product category (e.g., drones) or a specific technological brand/company.

 (can be written in Danish or English)

Over the last decades Internet penetration and use have brought significant changes in consumer behavior and corporate business opportunities. A bachelor project with this topic could analyze and explain consumers' purchase and consumption behavior on the Internet and discuss the challenges and opportunities this offers companies operating in the B2C market.

Consumers and consumption are both part of the problem, and part of the solution to the challenges of climate change and environmental degradation. The idea of the responsible consumer is central in business and policy discussions on how to achieve environmentally sustainable markets (e.g. The UN’s Sustainable Development Goal 12), as well as in consumers daily lives. How do consumers engage with their environmental responsibility across varied domains of consumptions (e.g., waste, travel and mobility, fashion, food)? Do they feel responsible? Can they fulfil their responsibilities? Is it fair to hold consumer responsible? The assignment can also explore consumer responsibility and responsible consumption from perspectives other than environmental sustainability, such as globalization and inequality, human rights, animal welfare, etc.

(can be written in Danish or English)

Advertisements impact both our immediate behavior, such as whether we buy one type of coffee over another, and also our deeper behavior, like why do you want what you want? 
Advertisements play a significant role both as a social resource when we need to understand ourselves or show the world who we are. Advertisements are also organizations' attempts to change our habits for better or worse.
Studies in advertising can therefore take many forms and be understood from various perspectives. Effect studies, for example, ask questions like: How does creativity affect advertising effectiveness? Are ads better received when there is sound? Are ads better remembered when featuring celebrity endorsement? Reception studies, for example, inquire: How are gendered advertisements received in specific groups? How is the green transition negotiated in different campaigns? Literacy studies, for instance, ask: Do children understand what advertisements are? Does the product placement logo before a movie work? Is there a difference between embedded advertising and placed advertising?
The field is vast and diverse, and new technologies and practices continuously shape both the practical and theoretical field. However, common to these inquiries is that the questions often contain an element of what works (for whom)? What doesn't work? And how can we explain it?

(Can be written in Danish or English)

How is a “shitstorm” handled in order to reduce brand damage? How does a communication crisis effect a given brand? How can one develop market communication that efficiently reduces brand damage and which factors are key? Should be carried out as a case study with specific brands and crises.

(Can be written in Danish or English)

Espoused brand identities that do not reflect the organization’s actual identity or culture frequently result in unconvincing communication efforts. How can organizations attain brand identities that are supported by the organization’s own culture and identity to create more effective external communication? May be carried out in collaboration with specific organization.

(Can be written in Danish or English)

How can a brand be managed and strategized through ideologies/cultural or social tendencies? Which advantages and disadvantages does the approach hold? Should be carried out with departure in a specific case.

(can be written in Danish or English)

A bachelor thesis focusing on influencer marketing may start with exploring the concept of influencer marketing and next elaborate and discuss why and on how influencers effect consumers brand attitudes and how companies may use this knowledge in the creation of brand strategies. Students may collect qualitative or quantitative data to support their analyses.

(Can be written in Danish or English)

How is dialogue integrated in social media in specific campaigns, how is it conceived of as strategic communication by the sender and how is the communication perceived by the recipient/co-creator/consumer? How does dialogue-as-premise in social media effect organizations license-to-operate and when or how does the dialogue become a problem? Can be carried out through case-study, with or without collaboration with a specific company.

(can be written in Danish or English)

How is a campaign carried out most effectively in terms of available resources? Can discuss various ways of using for instance TV/radio/Facebook, both separately and in relation to a specific case.

(can be written in Danish or English)

When starting a new life as citizens in Denmark, migrants (labor migrants, refugees, exchange students etc) are enrolled in and expected to comply to new social systems (schools, work-place, health-care systems, puclib-care, housing associations etc.). These social systems consist of distinct practices, norms, rules and regulations that may be explicit or subtle. The road to understand and navigate successfully in these systems can be difficult, but can be eased if the institution behind the system (the municipality, the workplace, school etc.) provides the right form of communication and service to help new citizens into these systems. 
Take a certain migrant-group or a certain social system at which migrant are enrolled as a case. Investigate what challenges migrants may face to understand the system, how they solve these challenges and what can be done for them easier to enroll into the social system. Possibly prepare a suggestion to how the institution may help migrants to be enrolled in the system. 

(can be written in Danish or English)

In an increasingly globalized postmodern society, consumer preferences divert due to differences in preferences, beliefs, norms, abilities, identity etc. While markets offerings are becoming increasingly available due to increased flows of goods and new market-platforms, minority consumers still experience challenges of access to products that fits their needs.
How do minority consumers navigate the incomplete market and what strategies do they apply to overcome the challenge of availability? How do they balance preferences and pragmatics – what compromises have to be made and how?  
The Assignment can focus on a specific consumer group (vegans, religiously informed consumers, groups with allergies, highly environmentally focused consumers etc.) or specific consumption objects related to one or more of such groups.