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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Interactive Advertising Virtual Reality

This course explores the frontier of “Experiential Marketing” within Virtual Reality (VR) and the Metaverse. Students will learn to create immersive branded experiences—from 360-degree video tours to interactive VR showrooms. The curriculum covers the technical production of VR assets, the psychology of “presence,” and the ethical integration of brands into virtual communities.

§ 01 By the end you can
  1. Understand the VR/AR marketing landscape (Metaverse, WebXR)
  2. Produce and stitch 360-degree video content for brands
  3. Design immersive virtual showrooms and product demos
  4. Apply "Spatial Audio" to guide user attention in 360 environments
  5. Analyze "Gaze Tracking" and heatmaps to measure ad effectiveness
§ 02 Sixteen sessions

The whole semester.

  1. 01Intro to Immersive Marketing & The Metaverse
  2. 02360-Degree Camera Technology & Rigging
  3. 03Stitching & Patching 360 Footage
  4. 04Scripting for Spherical Video
  5. 05Guiding Attention without a Frame
  6. 06Spatial Audio: The Sound of Presence
  7. 07Motion Sickness & User Comfort Guidelines
  8. 08 · MidtermMidterm Examination
  9. 09Interactive VR: Unity/Unreal Basics for Ads
  10. 10Virtual Showrooms & Retail Visualization
  11. 11Branded Experiences in Gaming (Roblox/Fortnite)
  12. 12Haptics & Sensory Marketing
  13. 13Gaze Tracking & VR Analytics
  14. 14WebXR: VR in the Browser
  15. 15Ethics: Privacy & Biometric Data
  16. 16Final Project: The VR Brand Experience

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The VR Brand Experience

How it’s judged

Recommended reading
  1. Marketing in the Metaverse by Cathy Hackl
  2. Experience on Demand by Jeremy Bailenson
  3. Virtual Reality Filmmaking by Celine Tricart
  4. The VR Book: Human-Centered Design for Virtual Reality by Jason Jerald
  5. Spatial Computing by Shlomo Berkovsky
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