MARKETING RESEARCH TOPICS- DIP, DEG & MAS

Opening Note: 

Selecting an appropriate research topic is a vital step in marketing research, as it defines the focus, depth, and relevance of the study. A good topic should align with the researcher’s academic level, marketing specialization, and real-world marketing challenges within a specific organizational or geographic context. When research is grounded in real institutions or markets, its findings become more practical and applicable.

This curated list of Marketing research topics is designed to support Diploma, Bachelor’s Degree, and Master’s Degree students. Each topic can be customized to suit your preferred organization, industry, or location. You are encouraged to replace company names, districts, or provinces to reflect your actual study area.

For example, a topic based in Lusaka can be adjusted to Ndola, Chipata, or any other district. Likewise, organizations may be substituted with SMEs, NGOs, or public institutions depending on your interest.

Below are 15 personalized marketing research topics, categorized by academic level.


Diploma in Marketing

1. Customer Satisfaction

A study on factors influencing customer satisfaction at selected supermarkets in Chipata District.


2. Promotion and Sales

An assessment of the effectiveness of promotional activities on sales performance at small retail businesses in Lusaka.


3. Pricing Strategies

The influence of pricing strategies on customer buying behaviour in grocery stores in Ndola.


4. Product Quality and Consumer Choice

A study on the role of product quality in influencing consumer purchasing decisions in local markets in Kabwe.


5. Customer Service

An evaluation of customer service practices and their effect on customer retention at service-based businesses in Livingstone.



Bachelor’s Degree in Marketing

6. Marketing Strategies and Performance

An analysis of the impact of marketing strategies on sales performance at Shoprite Zambia in Lusaka Province.


7. Consumer Behaviour

Factors influencing consumer buying behaviour towards mobile phone products in Kitwe District.


8. Brand Loyalty

A study on the effect of customer satisfaction on brand loyalty among mobile network subscribers in Zambia.


9. Digital Marketing

The influence of social media marketing on customer engagement at selected SMEs in Ndola.


10. Promotion and Brand Awareness

An assessment of the relationship between promotional strategies and brand awareness at MTN Zambia in Chipata.



Master’s Degree in Marketing

11. Strategic Marketing and Competitive Advantage

The impact of strategic marketing practices on competitive advantage in the retail industry in Zambia.


12. Digital Marketing and Firm Performance

An evaluation of digital marketing strategies and their effect on organizational performance in commercial banks in Lusaka.


13. Consumer Engagement and Brand Equity

The mediating role of customer engagement in the relationship between social media marketing and brand equity in Zambia.


14. Innovation and Marketing Performance

A study on the influence of marketing innovation on long-term firm performance in the telecommunications sector in Zambia.


15. Customer Relationship Management (CRM)

The effect of customer relationship management practices on customer retention in insurance companies in Zambia.


Closing Note

These topics are designed to help students select clear, relevant, and academically appropriate marketing research areas. Each topic can be refined further into research objectives, questions, and hypotheses to meet institutional requirements.

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