Universität Wien

040410 KU Marketing Communication 2 (MA) (2022S)

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

Voraussetzung:

Major: Positive Absolvierung des Kurses Data Analysis for Marketing Decisions

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, English

Lecturers

Classes (iCal) - next class is marked with N

Prerequisites and Requirements
• Register via u:find
• Prerequisites: Data Analysis for Marketing Decisions
• Attendance in first session is mandatory. Absence will result in deregistration
• Failing the course requires retaking the whole course, individual aspects of the performance (e.g., Presentation 1) cannot be repeated.
• A camera and microphone to participate because the course takes place online
• Every group member is expected to present at both presentations of their group
• This course uses the software Turnitin to check written work for plagiarism, consent is a requirement for taking this course
• Language: English

  • Tuesday 01.03. 16:45 - 18:15 Digital
  • Tuesday 08.03. 16:45 - 19:00 Digital
  • Friday 29.04. 09:45 - 14:45 Digital
  • Saturday 30.04. 09:45 - 14:45 Digital
  • Monday 02.05. 16:45 - 18:15 Digital
  • Friday 17.06. 09:45 - 14:45 Digital
  • Saturday 18.06. 09:45 - 14:45 Digital

Information

Aims, contents and method of the course

The course focuses on narratives in marketing communications. We use narratives (also known as stories) to communicate and convey our experiences. A narrative lens has been applied to various areas in marketing, e.g., ranging from advertising over entertainment (e.g., product placements in series) to storytelling by consumers (e.g., consumption experiences).

Students will work in groups on their research projects. Students will receive feedback on their presentations from the instructor and their peers.

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

Assessment and permitted materials

Evaluation criteria of the seminar are as follows:
• Presentation 1: 20%
• Presentation 2: 20%
• Written assignment: 60%

Minimum requirements and assessment criteria

Prerequisites:
Data Analysis for Marketing Decisions

The final grade is determined as follows (100 points total):
≥ 87.5%: 1
≥ 75%: 2
≥ 62.5%: 3
≥ 50%: 4
< 50%: 5 (fail)

Examination topics

Students develop their academic skills actively and will be introduced to narrative literature relevant to the field of marketing. Students are expected to gain further in-depth knowledge of the topical and methodological literature relevant to their project. Additional literature will be suggested in the course.

Reading list

Busselle, R., & Bilandzic, H. (2008). Fictionality and Perceived Realism in Experiencing Stories: A Model of Narrative Comprehension and Engagement. Communication Theory, 18, 255–280. doi:10.1111/j.1468-2885.2008.00322.x.

Green, M. C., & Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology, 79, 701–721. doi:10.1037//0022-3514.79.5.701.

Association in the course directory

Last modified: Th 11.05.2023 11:27