B421 eBusiness

Lecturer:	Dr. Johannes Auer (Robert Bosch GmbH)
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:	Economics and Finance European Management General Management International Business International Economics Economics Management and Economics
Prerequisite for:	---
Prerequisites:	---
Course Type:	Lecture (2 weekly lecture hours)
Date:	Block Course: Saturday, April 27, 2019 Saturday, May 25, 2019 Saturday, June 22, 2019 All courses take place from 10 c.t. - 5 p.m. in HS 23 Kupferbau.
Registration:	Registration via ILIAS.
Downloads:	Ilias
Method of Assessment:	Written Exam (60 minutes) Regular date: Additional date: More information can be found on the website of the examination 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
Classification:	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.