Universität Wien FIND
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040114 KU Applied Topics in Marketing: Staging Marketing A (MA) (2022W)

Marketing-Dramaturgie A

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 14.10. 13:15 - 14:45 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
Friday 04.11. 13:15 - 18:45 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
Saturday 05.11. 13:15 - 18:45 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
Friday 16.12. 13:10 - 18:45 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
Saturday 17.12. 13:10 - 18:45 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
Saturday 14.01. 13:15 - 18:45 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
Friday 20.01. 13:15 - 18:45 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
Saturday 28.01. 13:15 - 18:45 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock


Aims, contents and method of the course

The two-part course in the winter semester and summer semester deals with the psychological mechanisms and dramaturgical tricks of staged marketing. The participants should be qualified to professionally assess the marketing relevance of productions. The two parts can also be visited independently.
Marketing Dramaturgy A in the winter semester begins with a preliminary meeting in October.

The first two blocks in November deal with staged images, for example in packaging design and product image design, which are not only seen but also felt. The psychology of movement and rhythm in commercials and clips complements this approach to a formal increase in marketing effectiveness.

The three blocks in December and January are dedicated to the dramatizing aspects of marketing: professional storytelling through "brain scripts", the desire for spatial development using "cognitive maps", media and consumer sophistication (media literacy) or the creation of image and Atmosphere through "Inferential Beliefs".

Marketing dramaturgy B in the summer semester deals with the psychology and dramaturgy of the seven high feelings and the trance-like phenomena of hypnoaesthetics.
Visualized lecture with numerous video examples, several practical exercises.

Assessment and permitted materials

It is based on a group presentation and a short oral examination. The introductory exercise at the beginning of the November block is considered self-experience intended to show the students the practical relevance of the following input and is therefore not graded.

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

Minimum requirements and assessment criteria

The presence of the students in the block course is necessary throughout and is checked at the beginning of each appointment. Preventions must be communicated in writing and before the start of the respective appointment. An overall performance of 50% through the presentation and the examination leads to a guaranteed positive evaluation.

Examination topics

lecture and slides

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: Th 19.01.2023 08:08