Entertainment Media Marketing (WiSe 2022/23)

Course schedule

Notice

NOTICE:
The course Entertainment Media Marketing by Dr. Ronny Behrens will be taught in a hybrid format this semester. It will take place in room 006 at the Marketing Center building (Am Stadtgraben 13-15) and be streamed simultaneously via Zoom. In addition, we will make the audio recording and slides for the lectures available for every participating student. Room 006, which is equipped with air filters, provides space for about 20 students who can attend the lecture in person. All other students can partake digitally via Zoom. The room contains technology which allows full interactions between everyone involved, namely the lecturer, the in-person attendants, and the ”digital attendants”.
We will allocate these available seats randomly on a weekly basis among all students interested in attending the lecture in person. Please use the survey we have prepared in the Learnweb course page to indicate whether you want to attend the lecture in person next week. We will make sure that every student can attend the lecture the same number of times as any other student. In each week, we will inform participants who are interested in attending the course in person at least two days in advance whether they can do so.

Contact person: Alina Herting, M.Sc.

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

Lecture:

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

Tutorial:

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

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.

Description

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.

Lecturers

• Univ.-Prof. Dr. Thorsten Hennig-Thurau (responsible)
• Dr. Ronny Behrens (responsible)
• Alina Marie Herting (accompanying)