A table of contents and a list of abbreviations, figures, and tables are required if the paper contains abbreviations, figures, and tables. A list of appendixes is not required.

Care should be taken to guide the reader well. This means that the reader should be able to understand the connections between chapters and that the central theme is clearly visible. This goes beyond a clear structure, appropriate tables and figures, and an appropriate style.

On the one hand, it can be helpful to state the objective of the chapter at the beginning ("The objective of this chapter is to define the term brand image") or to announce individual components ("First, the term X will be defined. This is followed by a description of the state of research..."). In addition, a bridge to the next chapter can be built at the end of a chapter.
The reader can also be guided between outline levels. For example, if Chapter 1 is divided into several subchapters, a brief overview of the components (e.g., subchapter 1.1 and subchapter 1.2) that make up Chapter 1 can be given directly below the heading of Chapter 1. This means that a good reader's guide briefly and concisely explains what the reader can expect in the whole of Chapter 1 before Subchapter 1.1. It is important that this section is short and concise and does not anticipate the content of the subchapter.

If you decide to guide the reader between outline levels, you should do so consistently. This means that you should provide this brief description of the following subchapters before each further subdivision and at all outline levels.

The outline format should follow a numerical order. At least two bullet points should be included at each level of the outline. If no subdivision is necessary (or possible), then no separate bullet point is required. Here is an example of a numerical outline format:
1. Introduction
2. The nature and significance of market research
3. Methods of market research

3.1 The research process

3.2 Determining the research design

3.3 Developing of measuring instruments

The numerical order makes it easy to interpret cross-references within the paper. For example, a reference to bullet point 2.1.3 means that the text passage identified in this way can be found in the third section of the first chapter of the second part. The numerical order theoretically allows for an unlimited number of subdivisions. However, for a seminar paper or thesis, a depth of three levels (e.g. 2.3.1) should not be exceeded. A subchapter should usually be at least one page long.

A statement of honor is required. You can find a template here:
Last Name:
First Name:
Matriculation number:

Declaration of Honor for Seminar Paper, Bachelor's Thesis or Master's Thesis:

I assure that I have written this paper independently and have used only the sources and tools provided. Furthermore, I declare that this work has not been submitted to any other examination.

My signature

1. Title page, with information such as name, matriculation number and e-mail address
2. Tables, figures and abbreviations
3. Introduction
4. Main body
5. Conclusion
6. List of references
7. Appendix (if applicable)
8. Signed declaration of honor

While the external structure provides a framework of chapters and subchapters, the internal structure refers to the organization within each chapter. The focus here is on the so-called "red thread".

On the one hand, this means that the logical sequence must be clearly communicated to the reader (e.g., through paragraphs or reader guides). On the other hand, it is important that the components of the text are meaningfully connected. According to Brink (2007, p. 143), meaningful connections include, for example, relationships of superordination, coordination, and subordination; contrast relationships; cause-effect relationships; end-means relationships; part-whole relationships; or before-after relationships. For example, one might meaningfully structure a research review on the concept of "customer satisfaction" by first addressing the causes of customer satisfaction and then discussing the effects of customer satisfaction.

The appendix contains extensive figures and tables that do not directly support the text and would interrupt the flow of the main text. For example, extensive statistical and data material, Stata outputs, questionnaires, and tables and figures not referenced in the text are included in the appendix. All tables and figures that are longer than one page should be included in the appendix.