Universität Wien

040114 UE Staging Marketing A (MA) (2021W)

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.


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


max. 50 participants
Language: German


Classes (iCal) - next class is marked with N

Friday 15.10. 13:15 - 14:45 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
Friday 19.11. 13:15 - 18:45 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
Saturday 20.11. 13:15 - 18:45 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
Friday 10.12. 13:15 - 18:45 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
Saturday 11.12. 13:15 - 18:45 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
Friday 14.01. 13:15 - 18:45 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß


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

It is based on a group presentation and an oral examination discussion.

The introductory exercises at the beginning of each block are considered self-experience, which is intended to demonstrate to the students the practical relevance of the following input, and are therefore not assessed. However, the active participation of all students in these exercises is a prerequisite for the positive assessment of the course.

The later group presentations are assessed per group, the oral examination discussions at the end of the semester are assessed individually. Presentations and oral examinations each account for 50% of the overall grade.

Minimum requirements and assessment criteria

The participants should be qualified to professionally assess the marketing relevance of productions. The students' presence in the block course is required throughout and will be checked at the beginning of each appointment. Preventions to attend must be communicated in writing and before the start of the respective appointment. An overall performance of 50% through presentation and examination discussion leads to a guaranteed positive assessment.

Examination topics

Didactics of the course
Visualised lecture with numerous video examples, self-experience at the beginning of each thematic block, close to reality practical exercises.

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: Tu 28.09.2021 08:47