Final thesis with supervision of Holger Lütters

Holger Lütters is supervising student’s during the final thesis of the bachelor or master studies. Possible topics of supervision might take place in the fields of:


  • Marketing (Marketing strategies; Implementation of marketing etc…)
  • Market Research
  • Online-Marketing; Affiliate-Marketing; Re-Targeting
  • Analytic Decision Making (AHP and further developments like FUZZY AHP)
  • Social Media Analysis
  • Mobile Market Research
  • Sentiment Analysis of Social Media Content
  • Emotional Tracking with device support
  • Augmented and virtual reality research
  • iBeacon interaction
  • implicit measurement


and further topics might be discussed

Come to see your supervisor during office hours to discuss potential topics:
Due to the amount of students asking for a supervision and the limited capacities you should make sure to get in touch with a potential supervisor asap.

Topics for the Thesis

At the moment the following topics could be discussed with Holger Lütters as a supervisor: Ideas for your research: Re-Targeting: Following leads with advertising approaches

General Marketing Topics

  • Listening is the new asking: Social Media Analysis based on user interaction and posts
  • App-World: Business modells in the app market (Mobile/Google/Facebook apps)
  • Big Data: The future of data driven marketing
  • Graphical scaling in market research (empirical study)
  • Use of artificial avatars in the marketing process (empirical study)
  • Social Media Scoring with Klout
  • Online gaming addiction
  • RoPo Effects in different industries
  • Effects of mobile device research on participants
  • ….

Methodogical Topics

  • Repertory Grid for Positioning Issues in Marketing

  • Tinsort: A new interaction form in market research
  • Analytic Hierarchy Process for Self-Assessments

  • Eyetracking Lab vs. Webcamtracking

  • Implicit Association Testing

  • Speech in Research
  • Google Duplex in Marketing


FAQs for the supervision process with Holger Lütters


The following FAQs are defined from the perspective of Holger Lütters being your supervisor. Other supervisors might emphasis on different issues.

Q: How many students can be accepted by one professor?”

The capacity for supervision is limited. There is no rule how many students should be supervised by one professor. Talk to your professor if he/she still has the capacity to supervise you. You will see that some of the colleagues are already fully booked long in advance.

Remember that the professor might be in his/her research semester the semester you want to use the service of supervision. If you take care of things early this should not cause problems. If you ask late, you will definitely have trouble in finding a supervisor.

While writing this answer in the month of April my capacity for the Wintersemester is already fully booked.

Q: Until when can I apply for the supervision of the thesis?

All marketing professors at HTW Berlin are normally overbooked.

It is a wise idea to talk to your target supervisor some months before the actual application needs to be turned in.

Make sure that you get the signature at least two weeks before the final date of turning in the application form.  

Q: Where can I find scientific literature?

Please make sure that your work is based on recent international findings of research.

The most important journals in the field of marketing are listed here:

HTW Berlin offers access to numerous sources under

A perfect start for your scientific research journey is often (free for HTW Berlin students on campus or via vpn):

Q: Do I need a professional reference management software during thesis writing?

Right from the start of your research you should collect your sources in a professional reference management software application like endnote.

Wikipedia offers a list of those tools:

HTW Berlin offers free access for their students to a professional tool called CITAVI. Find out about the opportunities under:

Q: What is the maximum number of pages for a thesis?

There is no single answer to that question. Every study programme defines different frames for that question. So please refer to your individual study regulations.

Holger Lütters as your first supervisor expects you to respect a limit of not more than 60 text pages for your final work in a master project. A bachelor thesis should not exceed 40 pages. Please take this into consideration when formatting your work. By the way: Less is more and much more difficult to decide about.

Q: What do I need to bring in when talking about the supervision with a professor?

Every professor demands different things before signing your application.

Holger Lütters demands a small written description of your research plan.

You have to describe the plan of your work, the involved institutions, the scientific approach. Make sure that you already bring in a list of scientific literature in your topic when talking about the topic during office hours.

You should already have an overview about the most important journals and authors of your field of research when when applying for the supervision.

Overall this can happen on a small paper (maximum three pages).

Q: Can I change the title of my thesis after the application?

Basically the answer is no. The official application with all signatures from all involved people is your guarantee to be supervised under this topic. A change in title would mean changing the contract which is an official procedure.

So please think about a more general title if you are afraid to be in need of changing the title later. A hint: Please do not integrate company names or brands into your main title. Remember you have to live with that title forever.

Q: When can I start my thesis? When does the defense is going to take place?

The thesis is the final act at the end of your studies.

You need to apply for the thesis naming a supervisor and a title.

The admission to the thesis is only possible once you finished all your classes successfully.

Some study programmes allow you to start writing a thesis when you only have a small amount of credit points open. Please check the requirements of your specific programme first.

The defense of your thesis in a colloquium is definitively only possible when you acquired all credits required. That means you need to have all other classes finished and graded before we can agree on a defense date.

Q: Is there a special office hour for the students during the thesis?

Office hours are usually crowded and the time for discussion is limited.

You can always ask your professor for a specific date for the discussion of details of your thesis. Make sure that you show up during those defined dates. If you do not show up you might lose the privilege of this special consultation hours. The booking system of office hours allows to book 2 slots of 10 min each for those who are in the process of writing the thesis.

Q: What are the requirements for the first and/or second supervisor for the thesis?

The regulations at HTW Berlin make it necessary that your first supervisor is a professor at HTW Berlin.

The second supervisor should have been involved in teaching at HTW Berlin in the last semesters. A LBA (Lehrbeauftragter) is possible in this role.

Make sure you agree with these two people on the topic. They both might be supportive in the process even though we consider the first supervisor to have the lead in the process of supervision

Q: Which format style should I use when writing?

There are different ideas on formatting text.

Make sure, that you make the text readable.

A good choice for the text part is a so called serif font, where on letter is leading you to the next one. A good choice for the text part is therefore TimesNewRoman and used by many serious publishers worldwide.

Try to highlight things in a different context. A non-serif font should be used for headlines, graphics and highlighting. Arial is one of the standard non-serif (sans-serif) fonts and should only be used in graphics, tables, headlines and whenever words should be distinctly separated.

Overall your text could be written in TimesNewRoman and all headlines, graphics, etc. can be done in Arial.

Learn more about the effects of the typefaces:

The unofficial word template version of Holger Lütters (with great support from Nehle Hertling) can be downloaded here. Feel free to change things. Any improvement of the template is more than welcome.

The new corporate font HTWBerlin is a font type developed especially for our university. A download is possible from

As a hint to make you think about the way you present your findings you might want to consider the following article:

Q: How should the final binding look like?

Every professor has different preferences. Think of the different audiences of the three copies you have to turn in. The library would like to have a long lasting version in a permanent binding format. The supervisor might want to have a version that can easily be read and organized.

Holger Lütters as your supervisor prefers a metal spiral binding which makes reading easier.

It looks like this:


You can still ignore your supervisor’s wish but also think of the effect on this specific reader.

Q: How should I use citations?

There are several styles of citations used in different fields of research.

Try to find out which exact style is demanded for your discipline or the specific publication you plan to turn in your work.

Out of many different ways of citing, the Harvard style (even though it is an old idea) is still valid and less interferes with the reading experience compared to the use of footnote for citations.

Talk to your supervisor about the desired way of citation.

Holger Lütters is an adept of the parenthetical referencing in its shortest form in the so called Harvard style. Example: (Smith 2012: 42)

In case you cite a source created by multiple authors please learn how to cite two, three or more authors in your text and in your reference list.

Make sure your reference list is complete and every cited reference has a unique identifier in order to have easy access to your sources.

More on citations to be found on

Q: What should I respect in my presentation during the colloquium?

Your presentation should be in a way that even external visitors could understand what you have been doing in your work. It should be working in a self explanatory way even without you presenting it.Imagine you would have to upload the presentation to and it will be there forever.

Here is a little checklist for the preparation of the presentation for you:

  • Do you have an overall storyline taking the audience along?
  • How do you create attention at the start? How do you try to take the commission into the discussion (planned vs. unplanned)
  • What is your design approach? What colors, typo etc. are you using? (no fancy things needed; HTW Berlin style is sometimes a good choice)
  • First page complete info (With study program, matriculation no.; contact info, date of the presentation etc.)
  • Is every page information complete? Citations; page numbers; completeness of graphics (n=1001) etc.
  • References: Also cite the sources you have been using; List of references at the end; Links
  • A printed handout for every member of the commission (in a readable format; 2 slides per page are a good choice so that the members of the commission can put notes right into it)
  • Bring some water for you to drink
  • Bring a pen because you might need to sign some things
  • Did you test your presentation with a projecting device (beamer)? It might look different. Is your design 16:9 or 4:3. Adopt it to the presentation beamer you will be using

Q: How much does the final thesis count for the overall grade?

This depends on your study program and can vary between Bachelor and Master Thesis.

In the HTW Berlin BIB program the Bachelor Thesis counts for 15% of your overall grade. The colloquium is responsible for 5% of your overall grade.

In the HTW Berlin Master in International Business (MIB), the thesis is counting 20% and the colloquium 10% for your overall grade.

Q: How does the final colloquium look like?

In front of an examination commission the following steps are taking place:

  • 15-20 minutes presentation of your research findings. In the International Business programmes (BIB/MIB) this part is always in English.
  • up to 45 minutes discussion and questions

The language of the discussion is defined in the colloquium. The standard is English in the International Business programmes.

Exception: If all participants are German the German language might be used.

  • up to 10 minutes discussion of the examination board

Normally the colloquium takes place in the administration building (Verwaltungsgebäude) on the 3rd or 4th floor. Please check the room with the administration some days in advance.

Q: What do I need to bring for the colloquium?

The colloquium is happening in front of a commission of HTW Berlin (normally your two supervisors and sometimes some additional professors).

You are supposed to present your work in 15-20 minutes. After the presentation you are supposed to answer questions to the commission.

The overall time will not exceed 60 minutes.

Please prepare the following things for your colloquium:

  • Please bring your own technical equipment to make sure that you master all the content and programs. Think of special cables that you might need with your very special computer
  • A printed handout for the examination commission is always a wise choice (eco friendliness is demanded; everything needs to be readable)
  • A pen to sign and fill out forms. A second pen if the first one is not working.
  • A copy of your thesis to answer questions about specific content
  • A watch to precisely manage time
  • Some water for yourself
  • Think about the dress-code for the occasion

Q: In which language does the thesis has to be turned

See you study programme regulations for this issue. Normally it is the language your study programme is taught in. English can be chosen even for the german studying programmes. Just make sure, that your supervisor supports this idea.

Q: Is an empirical study required for the thesis?

An empirical approach will make your research unique. All your findings will be yours and your work will become easier for you because you do not need to be afraid of plagiarism issues.

Holger Lütters is willing to support your empirical ideas. You need to know that you should preparing empirical studies perhaps before the official starting time of your thesis.

Q: What is the content of the CD/DVD/Stick I have to turn in with the thesis?

You officially have to turn in the thesis in a digital format. No matter what kind of digital medium you are using make sure that it is accessible on a standard computer.

Turn in you work in a printer-friendly PDF-Format.

You could also add the original word-file.

When using digital sources please integrate them together with a little index file on the CD.

Audio-/Video attachments might also make sense (e.g. if you want to show proof of the qualitative interviews that you did).

All turned in papers are checked on as a standard procedure of plagiarism prevention. Turning in your thesis there also protects your work and intellectual copyright from being stolen.

Q: Do I need to integrate a list of abbreviations or a glossary?

During your work you should always think about the sense of things.

If you believe a glossary is supporting the understanding you should implement it.

Abbreviations which are explained in standard language rules (in German this would be DUDEN) do not need to be integrated or explained in a glossary.

Q: Do I need to know the title of my thesis already when applying for the supervision?

Yes. It would be good to define things at the start.

The moment you get the signature from the first supervisor you need to have the final title on the application form.

If you want to change the title of your thesis later it causes some administrative work and you will have to contact at least four different parties. To avoid this administrative procedure it is wise to think twice about the title of your work before applying.

Remember: the title is very import because it might be the anchor of search for your work later. It stays with you for your lifetime. Something modern at the moment may look strange in the future. Everyone who wrote about web2.0 can tell you about the problem when a modern term becomes outdated quickly.

Q: Are professors paid extra for supervision?

Your first supervisor is a member of HTW Berlin and does not get paid for the process of supervision.

The second supervisor only gets paid if he/she is an external person. The amount of money transferred for the process of supervision, reading, writing a grading report and the colloquium is not even worth talking about. You would not be able to invite someone for diner in a cheap restaurant for the money paid. This means that it is difficult to get a first and second supervisor for your thesis. Make sure that you get in touch with those colleagues early. The earlier you get your signature… the better

Some Links

Endnote Software to Manage Citations

CITAVI Software for citation management (free for HTW Berlin students)

Website Technik des Wissenschaftlichen Arbeitens MYTeWA – Projekt der HTW Berlin

Writing Guides