Entertainment Media Marketing (WS 2020/21)

Course Number

Field(s) of Study

University Calendar

Learnweb Platform


Course Language

Course schedule

Day Time Frequency Date Room
Monday 08:00- 12:00 weekly 14.12.2020- 08.02.2021 Juridicum, JUR 4
Wednesday 16:00- 20:00 weekly 16.12.2020- 10.02.2021  


 Contact person: Paul-Vincent Mayr, M.A./M.F.A.


Note that this module consists of a lecture (Wednesday) and a complementary tutorial (Monday) and takes place in the second term of the winter semester.  


The lecture will take place on Wednesdays and will be carried out via ZOOM, the respective ZOOM-Links will be shared via Learnweb. The audio of the digital lecture will be captured and provided via learnweb. 



The tutorial will take place on Mondays and is planned as a hybrid format; including digital and physical teaching elements. More information on this format will follow soon.

The dates for the tutorial will be announced in the first lecture. The first tutorial takes place in the week after the first lecture. 


Course grade: Group work (33%) | Final exam (90 min) (67%)

Please register at the examination office for the regular examination period.

Credit points: 6 ECTS (BWL PO 2010)

Please note: Students are recommended to attend ”Media Marketing” prior to this course. However, participation in the ”Media Marketing” lecture is not a prerequisite.

During the course, please communicate and stay updated via the course page on Learnweb. Announcements, lecture slides and any additional material will be published there.

The password for all materials will be announced in the first lecture.


The module Entertainment Media Marketing deals with the particularities of Entertainment Media products, which are mainly consumed for hedonic benefits. In the module, we take both the consumers’ and the managers’ perspective by focusing on aspects such as hedonic consumption, branding and communication.

Topics treated in the module:

  • The role of emotions, imagery, and multisensory cues
  • Factors influencing the success of hedonic media products
  • The importance of brands for entertainment media product success
  • The role of communication and information in hedonic media marketing: Cascades, Word of Mouth, and Third-Party Information

The aim of this module is that students understand the theoretical and practical implications of managing entertainment media products and are able to steer marketing activities accordingly.


  • Univ.-Prof. Dr. Thorsten Hennig-Thurau (responsible)