Developments in information and communication technology are radically changing the ways in which businesses operate and compete in today's global marketplace. This course provides an overview over e-business from a managerial perspective and introduces students to the relevant concepts, models, and strategic issues that are important for businesses that operate in the online environment.

The course includes three interrelated blocks of topics. The first block introduces the electronic marketplace. In particular, it outlines the high relevance and presents fundamental concepts (e.g., business models). The second part addresses digitization, which makes an electronic marketplace possible in the first place. This session addresses the advantages of digitization (e.g., automatic recommendations) and its challenges (e.g., gigantic amounts of data). The unit mainly deals with changes in search costs, marginal costs, and assortments due to digitization. The final block examines how the traditional marketing mix fits into a digital environment. In particular, we will discuss the product, price, promotion, and distribution management in an online marketplace.

Attendance of the weekly session at the indicated times is compulsory. If the situation permits, it will be in the classroom. The students are allowed to miss only one (1) session. Otherwise, teaching will be online via Zoom. In case of technical difficulties, students can make up for a missed lesson by sending proof of the technical issue (e.g. screenshots) and preparing a written elaboration on the material discussed, including an applied example. 

Grading is based on the following components:

• Theoretical assignments (45%)
• Exams (45%)
• Class participation (individual; quantity & quality of contributions during the sessions) (10%)

In the course of Theoretical assignments, scientific articles have to be read and questions about them have to be answered. In addition, there is one exam that covers all three chapters (The Electronic Market Place, Digitization, Marketing Mix). In addition, 10 percent are assigned based on the cooperation in the course of the lectures. These grading components will be weighted with the respective weights to arrive at the final grade percentage. To successfully pass this course, your weighted final grade needs to exceed 60%.