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: Economics and Finance
European Management
General Management
International Business
International Economics
Economics
Management and Economics
Prerequisite for:

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Prerequisites: ---
Course Type: Lecture (2 weekly lecture hours)
Date:

All lecture material for B421 will be available as pre-recorded videos. New videos will be published every week. One Kick-off in presence and two Q&A Live Sessions will complement the videos.
Kick-off in presence: Thursday, April 21 from 3 - 4 pm s.t. - HS 23 Ku
1. Q&A Live Session: Thursday, June 2 from 9 - 10 am s.t. - HS 102 Lothar-Meyer-Bau
2. Q&A Live Session: Thursday, July 14 from 3 - 4 pm s.t. - HS 23 Ku

Registration: Please join the course eBusiness on Alma (not required) and 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.