Marketing

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:See alma
Prerequisites:---
Limited attendance:30
Course Type:Lecture & Seminar, see course outline for details
Date:Tuesdays, 8 a.m. - 10 a.m. c.t., Hörsaal Keplerstr. 001
First lecture on April 15, 2025
Registration:alma
Method of Assessment:Thesis, presentation, participation in class. See course outline for details
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.
Downloads:See course outline for details
ILIAS:tbd