Universität Wien FIND

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040114 UE Staging Marketing A (MA) (2019W)

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

Marketing Dramaturgie A wird geblockt abgehalten, ( Freitag bzw. Samstag nachmittags) und soll den Bedürfnissen berufstätiger Studenten entgegenkommen.



max. 40 participants
Language: German


Classes (iCal) - next class is marked with N

Friday 11.10. 13:15 - 14:45 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
Friday 22.11. 13:15 - 18:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
Saturday 23.11. 13:15 - 18:45 Hörsaal 12 Oskar-Morgenstern-Platz 1 2.Stock
Friday 06.12. 13:15 - 18:45 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
Saturday 07.12. 13:15 - 18:45 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
Friday 17.01. 13:15 - 18:45 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock


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.

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)

Christian Mikunda
Marketing spüren
Willkommen am Dritten Ort
Redline Wirtschaft, München 2015 (Frankfurt 2002)

Association in the course directory

Last modified: Mo 07.09.2020 15:19