Christian Mikunda

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Christian Mikunda at the AGTT TV Forum 2013

Christian Mikunda (born November 24, 1957 in Vienna ) is an Austrian author and international speaker.

Life

After graduating from high school in 1976, he began studying theater studies and psychology at the University of Vienna , which he completed in 1983 with a doctorate. phil. completed. From 1984 to 1990 he worked as a dramaturge and television journalist, and in 1986 his first book Kino Spüren was published. Strategies of emotional film design in Munich . Subsequently, Mikunda also worked as a trainer for journalists and cameramen in the areas of dramaturgy and image design . In 1993, Mikunda was engaged for the first time by the Gottlieb Duttweiler Institute in Switzerland for seminars on the subject of marketing dramaturgy. Since then he has often worked as a keynote speaker. He is considered an expert in the experience economy and the founder of shop dramaturgy and strategic dramaturgy. In 1995 he and his wife Denise Mikunda-Schulz founded CommEnt KG, the Institute for Strategic Dramaturgy . The company offers advice on topics related to strategic dramaturgy and adventure management for industry, trade, tourism and entertainment.

In the late 1990s, Mikunda and his wife perfected the format of the so-called learning expedition for the Umdasch Shop Academy . By this he means a traveling seminar which, in a combination of a lecture and a live experience, makes the principles of store dramaturgy theoretically understandable and emotionally comprehensible on the spot. The most frequent destinations of these learning expeditions are metropolises like New York , London or Tokyo , or entertainment hubs like Dubai or Las Vegas .

Christian Mikunda has been an external lecturer at various universities and technical colleges since 1989. He was a substitute for a professorship at the Eberhard Karls University in Tübingen , taught at the University of Television and Film Munich , was a visiting professor for applied cultural psychology at the Alpen-Adria-Universität in Klagenfurt and a guest speaker on the subject of experience architecture at the Harvard Graduate School of design . In Vienna he was a lecturer at the Institute for Psychology and at the Institute for Media and Communication Studies for 17 years . Since 2007 he has been teaching marketing dramaturgy at the Faculty of Economics at the University of Vienna .

Christian Mikunda was awarded the Golden Decoration of Honor for Services to the Republic of Austria in 2013 . He lives in Vienna with his wife and son.

Fonts

Books

  • Feel the cinema. Emotional Filmmaking Strategies. Filmland Presse, Munich 1986, ISBN 3-88690-072-X .
  • The forbidden place or the staged seduction. Irresistible marketing through strategic dramaturgy. Econ, Düsseldorf 1995, Chinese edition 1997, Korean edition 2005, ISBN 3-430-16737-X .
  • Feel Marketing. Welcome to the third place. 4th, updated and revised edition. Redline, Munich 2016, ISBN 978-3-86881-601-3 . (The German first edition appeared in 2002)
  • Brand lands, hot spots & cool spaces. Welcome to the Third Place and the total Marketing Experience. Kogan Page, London (Philadelphia) 2004, ISBN 0-7494-4256-5 .
  • Why we buy feelings. The 7 high feelings and how to wake them up. Econ, Berlin 2009, Korean edition 2011, ISBN 978-3-430-20068-4 .
  • Hypnoesthetic. The ultimate seduction in marketing, retail and architecture Econ, Berlin 2018, ISBN 978-3-430-20267-1 .

Articles (selection)

  • Psychology makes dramaturgy. An area of ​​hope? In: Media Psychology. Vol. 2, No. 4, Opladen 1990, pp. 243-257.
  • Strategic dramaturgy. In: gdi impulse. 4/92, Rüschlikon 1992, pp. 22-33.
  • The great desire to buy. An expedition report from the Mall of America. In: gdi impulse. 2/94, Rüschlikon 1994, pp. 42-52.
  • The dramaturgy of the productions. In: Willhelm Kreft: shop planning. Salesroom strategies. Alexander Koch publishing house, Leinfelden-Echterdingen 2002, pp. 202–210.
  • All theater: the shop dramaturgy. How trading became a leisure activity. In: Umdasch Shop Academy (Hrsg.): Lexicon for shop fitting and shop marketing. Callwey, Munich 2011, pp. 92–97.

Web links

Individual evidence

  1. ^ B. Joseph Pine, James H. Gilmore: The experience Economy. Harvard Business Review Press, Boston 2011, ISBN 978-1-4221-6197-5 .
  2. ^ Christian Mikunda: The Forbidden Place or The Staged Seduction. Irresistible marketing through strategic dramaturgy.
  3. ↑ Reinhard Peneder: The guru of shop dramaturgy. In: dlv-LADENBAU-magazin. Würzburg 2014–2017.
  4. ↑ CASH. The trade magazine. Issue 04/13. Manstein Verlag, p. 134.
  5. ↑ Stefan Patak: Clear the stage! The use of dramaturgical elements in store design. ( Memento of the original from May 18, 2018 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / www.marketmentor.org
  6. ↑ Christian Mikunda: Around the world in 18 days. In: Shop current. The international magazine for shop marketing and shop design. No. 111. Umdasch Shopfitting, Amstetten.
  7. ↑ Biography on www.mikunda.com
personal data
SURNAME Mikunda, Christian
BRIEF DESCRIPTION Austrian author
DATE OF BIRTH November 24, 1957
PLACE OF BIRTH Vienna