| Dozent/in |
Prof. Dr. Reto Hofstetter; |
| Veranstaltungsart |
Seminar |
| Code |
FS241378 |
| Semester |
Frühjahrssemester 2024 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Master |
| Termin/e |
Fr, 15.03.2024, 14:15 - 18:00 Uhr, 3.B55
Fr, 19.04.2024, 14:15 - 18:00 Uhr, 3.B55
Fr, 17.05.2024, 14:15 - 18:00 Uhr, 3.B55 |
| Umfang |
1 Semesterwochenstunde |
| Turnus |
Block course |
| Inhalt |
Blockchain is one of the most significant technological advances of this century, and it extends beyond cryptocurrencies like Bitcoin. Some blockchain applications have the potential to challenge and change current marketing practice and research by improving supply chain management, advertising market efficiency, or marketing analytics in general. The application that has gained the most attention from a marketing perspective so far is non-fungible tokens (NFTs), which allow for new forms of ownership in the digital world. This course will delve into the implications of blockchain, NFTs, and related topics on marketing practice and research.This seminar starts with an introduction to the fundamentals of blockchain and NFTs and their implications for marketing, including related topics such as digital goods and the metaverse. Some expert guests will be invited to demonstrate practical blockchain applications in marketing.
In the final session, participants will present a paper from a marketing journal focusing on a subject related to blockchain. |
| Lernziele |
Students will have achieved the following learning outcomes by the end of the seminar:
• Understanding of the fundamentals of blockchain with a focus on its implications on marketing
• Learning about practical applications of blockchain in marketing
• Working on own projects related to blockchain in marketing
|
| Sprache |
Englisch |
| Begrenzung |
max. 20 participants |
| Anmeldung |
To attend the course / exercise, registration via e-learning platform OLAT is required. Registration is possible from 5 February – 1 March 2024. The students themselves are responsible for checking the creditability of the course to their course of study.
Direct link to OLAT course: https://lms.uzh.ch/url/repositoryentry/17498505494
|
| Prüfung |
***IMPORTANT*** In order to acquire credits, resp. to take the examination, registration via the Uni Portal within the examination registration period is ESSENTIALLY REQUIRED. Further information on registration: www.unilu.ch/wf/pruefungen |
| Abschlussform / Credits |
Presentation and participation during the seminar / 3 Credits
|
| Hörer-/innen |
Nein |
| Kontakt |
reto.hofstetter@unilu.ch; lucas.nann@unilu.ch
|
| Anzahl Anmeldungen |
20 von maximal 20 |