This thesis examines the divergent strategies in strategic marketing between for

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This thesis examines the divergent strategies in strategic marketing between for

This thesis examines the divergent strategies in strategic marketing between for-profit and nonprofit organizations. It explores the distinctive goals, target audiences, and financial structures that shape their approaches. Focusing on revenue models, performance metrics, and competitive dynamics, the research highlights key differences. The findings offer practical insights for optimizing marketing strategies based on the unique characteristics of each sector, catering to their specific objectives.
The Bachelor’s thesis should consist of around 8.000 words, excluding the reference list and appendices. This
word limit may be exceeded by 10% max. The typography of your text should be formatted in Times New
Roman, font size 11 with a line distance of 1.5. The structure of your systematic literature review follows the
general outline of scientific articles, although preferred section titles might differ across disciplines:
Title page
• Title of the thesis. Make sure the title refers to the core concepts of your research as well as the
relationship between them
• Your name, student number, contact info student (e-mail address) date/year
• Name of Thesis supervisor, faculty, program and specialization (if applicable)
• Total number of words (excluding references and appendices)
ABSTRACT (approx. 1 page)
• A summary of your findings highlighting academic contributions and practical relevance.
Chapter 1 INTRODUCTION (approx.. 2-3 pages)
• Motivate clearly the choice of your topic
• State the goal of your research and rationale for review
• Formulate your problem statement and research question (RQ) and (if applicable) a set of sub-research
Questions (SRQ).
• Mention the research design by which you are going to reach the research goal
• Indicate the unique and specific theoretical and societal/practical relevancies
• Provide a short reading guide at the end of your introduction
Chapter 2 METHODS (approx.. 3-5 pages)
• Systematically map academic literature relevant to your topic of choice. Realize that your unit of analysis
is “the article”.
o Choose a specific time frame (e.g., 2000-2017) and explain why this time frame;
o Consider English peer reviewed articles only.
• Describe used databases (e.g., EBSCO, ISI, Google Scholar)
• Describe search strategy and use selected set of keywords to focus your search
o Describe inclusion and exclusion criteria
o Describe process through which you selected studies (screening, eligibility, inclusion/exclusion)
o Describe coding strategy
o Incorporate flow chart that details article selection and sampling process
• See APPENDIX B for examples of systematic literature reviews
Chapter 3 SYSTEMATIC LITERATURE REVIEW (approx. 7-10 pages)
• Provide in-depth insight in the literature.
• Present your review in a structured manner, such that your organization of literature adds to our
understanding.
• Develop, argue and justify your theoretical stance.
• Use sufficient academic literature to argue your stance.
• Depending on your objectives, develop propositions or develop the relevant research questions/
conceptual model which you have introduced earlier.
Chapter 4 DISCUSSION & CONCLUSION (approx. 3-5 pages)
• Write a strong conclusion based on your findings and the problem statement.
15
• Discuss the research question(s).
• Discuss your theoretical findings and describe implications of your findings for research.
• Describe the practical relevance in terms of a clear advice for an organization or industry.
Reference list
• Make reference of ALL sources used in your thesis including articles, websites, figures/pictures, etc.
• For referencing, tables, and figures you should follow APA guidelines (see Appendix C)
Consider English peer reviewed articles only
JUST USE GOOGLE SCHOLAR PEER REVIEWED ARTICLES. BASED IN EUROPE, UK OR AMERICA PLEASE DO NOT USE ARTICLES FROM INDIA OR ANY OTHER CONTINENT

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