CIBAM: Proposed research topics for PhD applicants

Healthcare Marketing Communications

The aim of this PhD is to investigate attitudes towards healthcare in the UK and the credibility and persuasiveness of health related advertising from e.g. charities, the NHS, the government and private healthcare providers. The programme is a blend of marketing communications theory and potentially experimentation.

Ethical consumption, ethical consumers

Do ethical consumers exist and how do they differ across cultures? Is ethical consumption possible without the support of government? How is ethical consumption understood by individual consumers?

Older consumers, advertising effectiveness, consumer decision making

European societies are getting older. This trend will lead to a growing number of older (50+) consumers in the market. This group is often neglected by marketers and research in this area is scarce. A number of Research Questions in the area of advertising and consumer decision making could be investigated, such as: What is the effectiveness of different advertising strategies among older consumers? Does media type moderate the effectiveness? What are the similarities and differences in decision making between different age groups? How do older consumers search for information?

These research questions could have national or international scope.

Travel and Tourism marketing

Topics that relate to travel and tourism marketing communications.

Evaluation of Export Promotion Initiatives

The broad purpose is to undertake a thorough research that examines and evaluates the various export promotion initiatives in a certain context (developed economies, emerging economies, least developed economies, or in comparison among these) and come up with theoretical as well as practical findings that could shape policy and firm management practices.