B421 eBusiness

Lecturer:	Prof. Dr. Dominik Papies
Course description:	B421
Language:	English
Recommended for this semester or higher:	1
ECTS-Credits:	6
Course can be taken as part of following programs/modules:	For more information please refer to alma.
Prerequisite for:	---
Prerequisites:	---
Course Type:	Lecture (2 weekly lecture hours)
Date:	Lecture: on Tuesdays from 8am - 10am c.t. - Hörsaal 001 OSA-Keplerstr. 2 - Beginning April 16, 2024
Registration:	Please join the course eBusiness only in ILIAS.
Downloads:	ILIAS
Method of Assessment:	Written exam, or oral examination, or assignments or presentation or online assessment. Exam last week of July or first half of August. More information can be found on the website of the Examinations Office.
Content:	Content of the lecture is the analysis of specific market conditions on electronic marketplaces (e.g. lower search costs, information asymmetry, lower marginal cost). 1. The electronic market place 2. How digitization affects the marketplace 3. Marketing-mix instruments in the online market place
Objectives:	Students understand the relevance of digitization, e-commerce, and other online activities. Students will have an understanding how digitization has changed the marketplace, and how marketing instruments can be applied successful in the online domain.
Literature:	Brynjolfsson, E. & Smith, M.D. (2000): Frictionless Commerce? A Comparison of Internet and Conventional Retailers. Management Science, 46 (4), P. 563-585. Granados, N., Gupta, A., Kauffman, R.J. (2011): Online and Offline Demand and Price Elasticities: Evidence from the Air Travel Industry. Information Systems Research, 23 (1), P. 164-181.