Master Seminar: Managing New Realities: XR & Metaverse

Lecturer and Contact Person:
Prof. Dr. Philipp Rauschnabel

Type and size:
Seminar, tbd

General references:
The number of participants is limited to max. 15 participants. There may be a waiting list for late bookings.

Time and place:
Friday, 03.05.2024, 09:00 a.m. to 06:00 p.m., Room VG 4.102
Saturday, 04.05.2024, 09:00 a.m. to 02:00 p.m., Room VG 4.102

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.

Presentation and seminar paper (6 CP)

Learning outcome, core skills:
Fundamentals: 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

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

The seminar combines theoretical sessions with practical experience. It starts with a two-day classroom session focusing on the theoretical foundations and providing the opportunity to try out the latest XR equipment.
The seminar concludes with a practical presentation (date to be agreed with students in week 26 or 27) and a scientific paper (case study and/or literature review), the date of which will be agreed.

Online Application:

The number of participants is limited to 15 students. Please register via the Online-Formular until 30.04.2024.

Registration in FlexNow:
Until 30.04.2024, after you have received confirmation of your place in the seminar.