Universität Wien

040167 KU Applied Topics in Marketing: Staging Marketing B (MA) (2024S)

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

Am 24.05.2024 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 22.03. 13:15 - 14:45 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Friday 12.04. 13:15 - 18:45 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Saturday 13.04. 13:15 - 18:45 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Friday 24.05. 13:15 - 18:45 Digital
  • Saturday 25.05. 13:15 - 18:45 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Friday 21.06. 13:15 - 18:45 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß

Information

Aims, contents and method of the course

The two-part course in the winter and summer semesters focuses on the psychological mechanisms and dramaturgical tricks of staged marketing. Participants should be qualified to professionally assess the marketing relevance of productions.
Marketing dramaturgy B deals with the locations of the "experience economy": flagship stores and concept stores, design malls and urban design, brandlands and trade fair stands, hip restaurants and boutique hotels. After the well-designed apartment and the aesthetic workplace, they are the "third places" where you can feel at home and recharge emotionally.
The course identifies the characteristic dramaturgical tricks behind these formats and the psychological highs that consumers want to experience with them: Glory, Joy, Power, Bravour, Desire, Intensity, Chill. The trance-like phenomena of hypno-aesthetics - such as art priming - are the high school of experiential marketing and complement the theory of elevated feelings.

More information here: https://marketing.univie.ac.at/en/teaching/master/courses/

Assessment and permitted materials

Assessment is based on a group presentation and a short oral examination discussion. The introductory exercises at the beginning of the April block are regarded as self-awareness exercises designed to show students the practical relevance of the following input and are therefore not assessed.

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

Minimum requirements and assessment criteria

The attendance of students in the block course is required throughout and will be checked at the beginning of each term. Students who are unable to attend - a maximum of one appointment - must be notified in writing 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

All contents discussed in the course.

Reading list

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

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

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

Association in the course directory

Last modified: Th 29.02.2024 09:05