Seminar | Metaverse Marketing (SoSe 2024)

Course Number

Field(s) of Study

University Calendar

Learnweb Platform


Course Language


Syllabus to the seminar

Contact person: Ronny Behrens, Dr.

The course will take place in a hybrid format featuring in presence and digital meetings.

More specific information will be shared in the dedicated learnweb course.


Preliminary Dates:

Kick-Off:            April (t.b.a)

Presentations:    June (t.b.a)


The course is part of the module ”Seminar Marketing I/II”.

Course grade: written seminar work (70%) | Presentation (30%)

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

Credit points: 12 ECTS (BWL PO 2010)

Applications for the seminar are to be made via the general MCM application process for seminars.

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 seminar covers new forms of consumer behaviour as well as new business models in virtual realitys. For this interactive seminar, we are looking for a small number of students who are eager to tap into these new virtual worlds to combine theory with rich practical experiences. We complement the study of a growing body of multi-disciplinary literature on VR, AR, and XR with first-hand experiences of virtual worlds via Quest 2 state-of-the-art VR headsets, which are provided to each seminar participant by the XRLab@MCM, the Marketing Center’s metaverse research initiative ( In addition, meetings with leading thinkers from the areas of business, research, and gaming will enable an active exchange of ideas and perspectives on this dynamic field.

In sum, participants will learn about central aspects of consumer behavior and the creation of business models for virtual worlds. Furthermore, they will also analyze barriers and limitations that (still) exist for the mass adoption of the metaverse and VR – and are encouraged to develop suggestions on how they can be overcome to go forward.


  • Dr. Ronny Behrens (responsible)