1. Title page, including information such as name, student ID number, and email address
2. optional: lists of figures, tables, and abbreviations
3. introduction
4. main body
5. conclusion
6. references
7. optional: appendix
8. signed declaration of originality confirming independent work

A table of contents as well as lists of abbreviations, figures, and tables are mandatory if the thesis contains abbreviations, figures, and tables. An appendix list is not required.

The appendix contains extensive figures and tables that do not directly support the main text and would interrupt the flow if included there. Examples include detailed statistics and datasets, Stata outputs, questionnaires, as well as tables and figures not referenced in the main text. Any tables or figures that span more than one page should also be placed in the appendix.

A declaration of originality is mandatory. The correct wording can be found in the templates here.

The structure should follow a numerical order. On each level of the outline, there should be at least two subpoints. Where no subdivision is necessary (or possible), no separate outline point is required. Here is an example of a numerical outline scheme:

1. Introduction

2. Nature and significance of market research

3. Methods of market research
   3.1 The research process
   3.2 Defining the research design
   3.3 Development of measurement instruments

With numerical ordering, cross-references within the thesis can be easily interpreted. For instance, a reference to section 2.1.3 means that the cited passage can be found in the third subsection of the first chapter of the second part. The numerical structure theoretically allows unlimited subdivision. However, for a seminar or final thesis, it makes sense not to go beyond three levels of depth (for example, 2.3.1). As a rule of thumb, a subchapter should be at least one page long.

While the external structure establishes an organization using chapters and subchapters, the “internal structure” refers to the order within each individual chapter. Here, the focus is on the so-called “red thread” or logical flow.

This includes, on one hand, clearly communicating this logical sequence to the reader (e.g., through paragraphs or guiding text). 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 hierarchical relationships (superior, equal, subordinate), contrast relations, cause-effect relationships, means-end relationships, part-whole relations, or before-after relations. For example, a literature review on the concept of “customer satisfaction” could be structured effectively by first addressing the causes of customer satisfaction and then its effects.

Attention should be paid to good reader guidance. This means that readers should be able to follow the connections between chapters and clearly recognize the red thread. This goes beyond having a clear structure, appropriate tables and figures, and a suitable style.

For example, it can be helpful to state the objective of a chapter at its beginning (“The goal of this chapter is to define the concept of brand image”) or to announce its components (“First, concept X will be defined. Then, the state of research will be described ...”). At the end of a chapter, you can also create a bridge to the next one.

Reader guidance can also take place between different levels of the outline. If, for instance, Chapter 1 is divided into several subchapters, a short overview can be provided directly under the heading of Chapter 1, explaining what parts (e.g., Subchapter 1.1 and Subchapter 1.2) the chapter consists of. In other words, effective reader guidance briefly explains at the start of Chapter 1 what readers can expect from the entire chapter without preempting the detailed content of the subchapters.

If you choose to use this form of reader guidance between outline levels, you should apply it consistently. This means including such short descriptions before each set of subchapters and on all outline levels.