Advanced Seminar Management & Marketing: Virtual Reality Applications in Marketing Research

What it is about

You will design, technically implement, and empirically test VR-supported experiments for market research. In the end you will be able to develop VR scenarios with Unity and C#, plan study designs, collect data, and present and technically document your results.

What you will be able to do

• Software development with Unity and C# for VR studies
• Conceptualization and planning of experimental VR studies
• Analysis and synthesis of scientific literature
• Academic presentation and defense of methodological decisions
• Technical documentation of software architecture and code

What the module consists of

• EinführungsblockConveying methodological fundamentals in experimental design, VR implementation and programming
• Projektarbeit in GruppenConceptualization, development and piloting of a VR experiment
• PräsentationPresentation of the functional VR experiment and discussion of the results
• Schriftlicher BerichtComprehensive technical and scientific documentation

Teaching method

• Einführende VorlesungenPresentation of examples and introduction to the Extended Reality Lab
• Praktische Implementationsphasen mit BetreuungSupport in development, piloting and data collection
• In-class PräsentationenCommunication and defense of research results