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040167 UE Staging Marketing B (MA) (2022S)

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

Winter- und Sommersemester können auch einzeln und in beliebiger Reihenfolge besucht werden.
Am 10.06.2022 findet von 13:15 - 18:45 eine Lernexpedition statt!


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 18.03. 13:15 - 14:45 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
Friday 13.05. 13:15 - 18:45 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
Saturday 14.05. 13:15 - 18:45 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
Saturday 11.06. 13:15 - 18:45 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock
Friday 24.06. 13:15 - 18:45 Hörsaal 14 Oskar-Morgenstern-Platz 1 2.Stock


Aims, contents and method of the course

The two-part course in winter semester and summer semester focuses on the psychological mechanisms and dramaturgical tricks of staged marketing. Participants will be qualified to professionally assess the marketing relevance of stagings.
Marketing Dramaturgy B deals with the places of the "experience economy": flagship stores and concept stores, design malls and urban entertainment centers, brandlands and experience museums, hip restaurants and boutique hotels. After the well-designed home and the aesthetically pleasing workplace, they are the "third places" where people can also feel at home and recharge emotionally. The course first identifies the psychological highs consumers want to experience with them: Glory, Joy, Power, Bravour, Desire, Intensity, Chill. The second thematic focus is on hypnoesthetic artifices such as art priming, trance, destabilization, and attunement.
Through-visualized lecture with numerous video examples, several hands-on exercises, a learning expedition in Vienna to assess dramaturgical artifices in the field.
more information:

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.

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

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 term. Inability to attend must be communicated in writing and before the start of the respective term. An overall performance of 50% through presentation and examination discussion leads to a guaranteed positive assessment.

Examination topics

All contents discussed in the course.

Reading list

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

Christian Mikunda
Warum wir uns Gefühle kaufen
Die 7 Hochgefühle und wie man sie weckt
Econ (Ullstein), Berlin 2009

Christian Mikunda
Die ultimative Verführung in Marketing, Handel und Architektur
Econ (Ullstein), Berlin 2018

For more information, please visit https://marketing.univie.ac.at/studium/master/lvs-im-sommersemester/

Association in the course directory

Last modified: Th 03.03.2022 15:47