Universität Wien

040114 PR KFK MAR: Staging Marketing A (2017W)

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Continuous assessment of course work

Marketing Dramaturgie A und Marketing Dramaturgie B können einzeln und in beliebiger Reihenfolge besucht werden, die geblockte Durchführung Freitag nachmittags und Samstag vormittags soll den Bedürfnissen berufstätiger Studenten entgegenkommen.

Registration/Deregistration

Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).

Details

max. 25 participants
Language: German

Lecturers

Classes (iCal) - next class is marked with N

  • Friday 06.10. 09:45 - 11:15 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
  • Friday 17.11. 11:30 - 16:30 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock
  • Saturday 18.11. 09:45 - 14:45 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock
  • Friday 15.12. 11:30 - 16:30 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock
  • Saturday 16.12. 09:45 - 14:45 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock
  • Friday 19.01. 11:30 - 16:30 Seminarraum 14 Oskar-Morgenstern-Platz 1 2.Stock

Information

Aims, contents and method of the course

The two part course deals with the psychological mechanisms and dramaturgical devices of staged marketing. Participants are taught to professionally evaluate the marketing benefit of strategic staging approaches.
Marketing-Dramaturgie A deals at first with the staged images of package design and product display arrangements which are not only perceived visually but almost viscerally. The psychology of movement and rhythm within commercials and clips complements this approach of impact enhancing in marketing. We also take a look at other media these strategies are rooted in, like art, popular culture or historical garden design.
The second part of the winter term deals with dramaturgical aspects of marketing: professional storytelling through Brain Scripts, spatial orientation through Cognitive Maps, smartly operating media offers through Media Literacy or the creation of image and atmosphere through inferential beliefs.
more information: http://marketing.univie.ac.at/studierende/studenten-master/ws-201718/marketing-dramaturgie-a/

Assessment and permitted materials

Visualized lecture and practical exercises at the start of each new topic of the lecture. In the winter Term students will have their own creative presentations about topics that will be distributed during the course of the lecture.

Minimum requirements and assessment criteria

Will be based on the practical exercises / the presentations and a brief oral exam at the end of the last lecture date.

Examination topics

Durchvisualisierter Vortrag mit zahlreichen Videobeispielen, Selbsterfahrungen am Beginn jedes thematischen Blocks, realitätsnahe praktische Übungen.

Reading list

Christian Mikunda
Kino spüren
Strategien der emotionalen Filmgestaltung
WUV / Universitätsverlag, Wien 2002 (Filmlandpresse, München 1986)
Christian Mikunda
Der verbotene Ort, oder: Die inszenierte Verführung.
Unwiderstehliches Marketing durch Strategische Dramaturgie
Redline Wirtschaft, Frankfurt 2006 (Econ, Düsseldorf 1995)

Association in the course directory

Last modified: Mo 07.09.2020 15:28