Universität Wien

040410 KU Marketing Kommunikation 2 (MA) (2022S)

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Prüfungsimmanente Lehrveranstaltung
GEMISCHT

Voraussetzung:

Major: Positive Absolvierung des Kurses Data Analysis for Marketing Decisions

Moodle

An/Abmeldung

Hinweis: Ihr Anmeldezeitpunkt innerhalb der Frist hat keine Auswirkungen auf die Platzvergabe (kein "first come, first served").

Details

max. 50 Teilnehmer*innen
Sprache: Deutsch, Englisch

Lehrende

Termine (iCal) - nächster Termin ist mit N markiert

Prerequisites and Requirements
• Register via u:find
• Prerequisites: Data Analysis for Marketing Decisions
• Attendance in first session is mandatory. Absence will result in deregistration
• Failing the course requires retaking the whole course, individual aspects of the performance (e.g., Presentation 1) cannot be repeated.
• A camera and microphone to participate because the course takes place online
• Every group member is expected to present at both presentations of their group
• This course uses the software Turnitin to check written work for plagiarism, consent is a requirement for taking this course
• Language: English

  • Dienstag 01.03. 16:45 - 18:15 Digital
  • Dienstag 08.03. 16:45 - 19:00 Digital
  • Freitag 29.04. 09:45 - 14:45 Digital
  • Samstag 30.04. 09:45 - 14:45 Digital
  • Montag 02.05. 16:45 - 18:15 Digital
  • Freitag 17.06. 09:45 - 14:45 Digital
  • Samstag 18.06. 09:45 - 14:45 Digital

Information

Ziele, Inhalte und Methode der Lehrveranstaltung

The course focuses on narratives in marketing communications. We use narratives (also known as stories) to communicate and convey our experiences. A narrative lens has been applied to various areas in marketing, e.g., ranging from advertising over entertainment (e.g., product placements in series) to storytelling by consumers (e.g., consumption experiences).

Students will work in groups on their research projects. Students will receive feedback on their presentations from the instructor and their peers.

Please find more information on the homepage: https://marketing.univie.ac.at/studium/master/lvs-im-sommersemester/

Art der Leistungskontrolle und erlaubte Hilfsmittel

Evaluation criteria of the seminar are as follows:
• Presentation 1: 20%
• Presentation 2: 20%
• Written assignment: 60%

Mindestanforderungen und Beurteilungsmaßstab

Prerequisites:
Data Analysis for Marketing Decisions

The final grade is determined as follows (100 points total):
≥ 87.5%: 1
≥ 75%: 2
≥ 62.5%: 3
≥ 50%: 4
< 50%: 5 (fail)

Prüfungsstoff

Students develop their academic skills actively and will be introduced to narrative literature relevant to the field of marketing. Students are expected to gain further in-depth knowledge of the topical and methodological literature relevant to their project. Additional literature will be suggested in the course.

Literatur

Busselle, R., & Bilandzic, H. (2008). Fictionality and Perceived Realism in Experiencing Stories: A Model of Narrative Comprehension and Engagement. Communication Theory, 18, 255–280. doi:10.1111/j.1468-2885.2008.00322.x.

Green, M. C., & Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology, 79, 701–721. doi:10.1037//0022-3514.79.5.701.

Zuordnung im Vorlesungsverzeichnis

Letzte Änderung: Do 11.05.2023 11:27