Module B.WIWI-BWL.0114

Lecturer and Contact Person:

Prof. Dr. Philipp Rauschnabel

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Type and size:

Seminar, 2 SWS

Target Group:

The seminar is aimed at students who are interested in the latest developments in digital marketing and want to understand how augmented and virtual reality technologies can influence marketing and consumer behaviour now and in the future.

Course language:

German

Time and place:

Kick-Off: tbd., room tbd


Presentation: tbd, room: tbd

Further online dates: tbd.

Online Registrationn:

The number of participants is limited to 15 students. Please register via the Online-Formular until tbd an.

Learning outcome, core skills:

After successfully completing the module, students will be able to describe and explain XR (in particular augmented reality and virtual reality). They will be familiar with common use cases, technologies, theories and success factors. They will also be able to critically reflect on, discuss and assess current developments and trends (e. g. metaverse, spatial computing) and industry promises as well as design possible use cases for companies.

Conten:

Understanding immersive technologies, especially AR and VR, and their role in overarching topics such as artificial intelligence, the metaverse, and spatial computing.

Expertise: Recognizing how immersive technologies can be used in marketing, how they influence purchasing behavior, and which overarching trends influence these
developments.

Outlook: Critical analysis of future scenarios.

Examination:

Presentation and seminar paper (6 CP)

General references:

The number of participants is limited to max. 25 participants. There may be a waiting list for late bookings.

Registrationg in FlexNow:

Until 14.12.2026, after you have received confirmation of your place in the seminar.

Safety advice:

Die Welt neu entdecken? Aber sicher!