level of course unit
first cycle, Bachelor
Learning outcomes of course unit
The students understand the position of events in the marketing mix and the concept of “dramaturgy” and know the most important models of event dramaturgy and storytelling. They also acquire an overview of classic and new forms of event staging (Events 2.0) and the associated creativity techniques and staging possibilities. The students can understand ideas and recognize complex connections between marketing and staging.
prerequisites and co-requisites
The students learn:
Marketing mix: Role of events in marketing mix, communication goals and target group, checklists for marketing events, program, time and cost planning
Dramaturgy: The concept of dramaturgy, the inner construction form (focus on storytelling and its explanation from the point of view of neurosciences) and outer construction form (dramaturgy of construction forms with regard to suspense).
Staging: Transmedia storytelling, creativity techniques for the event production, practical development of a production on the basis of group exercises, production possibilities of the event manager, self-production of the event management on site
Screenplay: New forms of event staging (e.g. Events 2.0) and their emergence of new event forms, social media marketing as an event tool, further interactive events 2.0 tools
recommended or required reading
Graf, M. & Luppold, S. (2018). Event-Regie: Der spannende Weg vom ersten Konzept zur finalen Show – eine 360-Grad-Betrachtung der Live-Inszenierung. Wiesbaden: Springer Gabler.
Gundlach, A. (2013). Wirkungsvolle Live-Kommunikation: Liebe Deine Helden: Dramaturgie und Inszenierung erfolgreicher Events. Wiesbaden: Springer Gabler.
Knoll, T. (2015). Neue Konzepte für einprägsame Events: Partizipation statt Langeweile - vom Teilnehmer zum Akteur. Wiesbaden: Springer Gabler.
Luppold, S., Merkwitz, R., Rübner, W. & Wintzen, D. (2013). Alles nur Theater!?: Wie Marketing-Profis Events inszenieren (Messe-, Kongress- und Eventmanagement. Sternenfels: Wissenschaft & Praxis.
Miller, C. (2014). Digital Storytelling: A creator's guide to interactive entertainment. 3rd ed. London: Taylor & Francis Ltd.
assessment methods and criteria
language of instruction
number of ECTS credits allocated
eLearning quota in percent
planned learning activities and teaching methods
integrated course, case studies, discussion, group work, presentations
semester/trimester when the course unit is delivered
name of lecturer(s)
year of study
third year of studies
recommended optional program components
course unit code
type of course unit
mode of delivery