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Special Marketingtrends

Contents

  • Direct marketing or one-to-one marketing, permission marketing
  • Service marketing
  • Virus marketing
  • Ethnomarketing
  • Neuromarketing
  • Marketolinguistics
  • Ambient Marketing
  • Guerrilla marketing
  • Event marketing, experience marketing, scene marketing
  • Content marketing, storytelling

Learning objectives

During the course, students learn about some specific marketing trends.
Marketing tools and activities need to be constantly adapted to changing market conditions, and professionals need new ways of looking at things, up-to-date information about the challenges of today's market, which will help companies to become more competitive and to address their target group(s) more effectively.
The course will include a PPT presentation on a topic (trend) chosen by the students in the form of a group presentation.
By participating in the course, the students' presentation skills and knowledge of the specific marketing trends can be expanded.

Links

The event
Literature

The event

Special Marketingtrends (course number 22755) is offered in the winter semester for the Master's degree programme in Business Administration and the Bachelor's degree programme, 2nd study phase as a block course by Dr. Judith Mátyás, our guest lecturer from the University of Pécs, Hungary.

Assessment

The course is completed with an oral examination / presentation (40% of the overall grade) and a written assignment (60% of the overall grade). You will receive 3 ETCS if you successfully pass the module.

Date of the block course:

  • 14 December to 18 December 2026

  • Monday - Friday, 14:00 - 18:00

  • is offered digitally via Zoom

The syllabus, Zoom link, material and information about the course can be obtained via Grips. Registration for the Grips course is possible after the allocation of places with an enrolment key. Please note the following information on enrolment.

 

Presentation Procedure

Given the current possibilities for creating presentations with the aid of AI systems, the presentation assessment this semester will be supplemented by an oral discussion.

Each presentation should last approximately 15 minutes. Following the presentation, questions will be asked about the content presented. The aim is to assess whether the content has been prepared independently and understood from a subject-matter perspective.

Please note that the presentation will only be considered passed if the questions asked afterwards are answered satisfactorily. If you are unable to explain key points of your own presentation or answer questions relating to it, the assessment will be deemed a fail.

Your presentation materials (PDF or PowerPoint) must be submitted by Friday at 10.00 am at the latest to Dr Mátyás (Judith.Matyas@wiwi.uni-regensburg.de) and one of our research assistants (name to be announced before the session) via e-mail.

 

Course registration

Registration takes place via SPUR

  • Registration: 06.07.2026
  • Allocation of places: 26.10.2026
  • Allocation of remaining places with the waiting list from onwards 27.10.2026 - 02.11.2026

Please deregister if you do not need your place so that students on the waiting list can move up! During the remaining place allocation phase, registration leads to admission to the course.

You will receive access to the Grips course by e-mail

  • when places are allocated
  • on request during the remaining places allocation phase

Enquiries via sigm​(at)​ur.de (opens your email program).

Exam registration

Students of the University of Regensburg:

Exam registration --> Please do Not forget to Register for the exam via FlexNow

Registration period: 27.10.2026 - 16.11.2026

Cancellation period: 27.10.2026 - 11.12.2026

Erasmus/exchange students

Please complete this form (opens in a new window). (This PDF is not accessible) to register and return it to sigm​(at)​ur.de (opens your email program).

Literature

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