Module M.WIWI-BWL.0181

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: Friday, 21.11.2025, 09:00 a.m. to 04:00 p.m., room 3.113, Waldweg 26 (Altbau) and Saturday, 22.11.2025, 09:00 a.m. to 04:00 p.m., room Vg. 1.108


PPresentation: Friday, 30.01.2026, 09:00 a.m. to 04:00 p.m., room: VG 2.101 and Saturday, 31.01.2026, 09:00 a.m. to 04:00 p.m., room: OEC 1.162

Further online dates: tbd.

Online Registrationn:

The number of participants is limited to 15 students. Please register via the Online-Formular until 30.09.2025 an.

Learning outcome, core skills:

GFundamentals: Understanding AR, VR, Spatial Computing, Metaverse

Expertise: Understanding how XR technologies can be used in marketing and how XR influences buying behaviour

Outlook: Understanding future technological developments and their potential impact on future marketing

Conten:

Theoretical foundations of AR, VR, Spatial Computing and Metaverse
Practical applications and use of current devices such as Meta Quest 3 and Apple Vision Pro
Discussion of the impact of XR on consumer behaviour and future marketing strategies based on the latest research

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:

BUntil 15.12.2025, after you have received confirmation of your place in the seminar.

Safety advice:

Die Welt neu entdecken? Aber sicher!