After graduating in 1976, he began studying drama and psychology in Vienna. phil. Graduating. From 1984 to 1990 he worked as a dramaturge and television journalist. In 1986 he published his first book, Kino Feelings. Strategies of Emotional Film Design in Munich. Subsequently, Mikunda also worked as a trainer for journalists and cameramen in the fields of dramaturgy and image design. In 1993, Mikunda was engaged by the Gottlieb Duttweiler Institute in Switzerland for the first time for seminars on marketing dramaturgy. Since then he has worked as a keynote speaker. He is considered an expert in the Experience Economy and founder of shop-dramaturgy. In 1995 he founded the CommEn together with his wife Denise Mikunda-Schulz.