Universität Wien

040167 KU Applied Topics in Marketing: Staging Marketing B (MA) (2023S)

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

Am 16.06.2023 findet die Lernexpedition statt. (13:15 - 18:45)
Moodle

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. 50 participants
Language: German

Lecturers

Classes (iCal) - next class is marked with N

  • Friday 17.03. 13:15 - 14:45 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Friday 12.05. 13:15 - 18:30 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Saturday 13.05. 13:15 - 18:30 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Saturday 17.06. 13:15 - 18:30 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Friday 23.06. 13:15 - 18:30 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Friday 07.07. 13:15 - 14:45 Digital

Information

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.

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

Weitere Informationen finden Sie unter https://marketing.univie.ac.at/studium/master/lvs-im-sommersemester/

Association in the course directory

Last modified: Fr 30.06.2023 09:46