Wirtschaftswissenschaftliche Fakultät

Search

Global E-Business and Electronic Markets


Lecturer: Dr. Manuel Trenz
Date: Tue., 2 pm -3.30 pm; Thu., 2 pm-3.30 pm
Building/Room: FW 1109 (Tuesday); FW 1101/1102 (Thursday)
Autres dates: Exercise dates: 02.06., 09.06., 11.06., 16.06., 18.06., 23.06., 25.06., 30.06., 02.07. at 2 pm-3.30 pm
Contact: Sabrina Hauff, M.Sc.
Registration: A registration is necessary to participate in the complementary exercise session, where students can discuss and present international case studies on the lectures topics. More information on the modalities will be given in the first lecture.


Abstract:

The module communicates the fundamentals of E-Business and Electronic Markets. The aim of the course is to provide students with an understanding of the importance and the possibilities and threats of the growing channel. The course introduces the major E-Commerce business models, their components and their success factors. Emergent issues like Internet pricing for tangible goods, services and information goods are discussed. The importance of ethical topics like privacy is emphasized. In the second part of the lecture a well-founded knowledge of the key properties and mechanisms of electronic markets for their application in today’s businesses is elaborated. An understanding of the role of information for business processes is provided by reviewing transaction cost theory and the principle agent problem. Economic network effects on the Internet are discussed. Based on these theories the impact of information technology and the Internet on industry structure is analyzed.

Learning outcomes:

The students will:

  • be aware in what way the electronic channel differs from the offline channel and understand the associated possibilities and threats
  • understand the impact of information technology and the Internet on the organization of economic activity
  • be able to discuss and apply the fundamentals of E-Business strategy, business models and success factors
  • be able to conceptualize the key aspects of electronic markets
  • be able to apply the knowledge with a team of students to a specific problem


Content:

   # Date Session
   1 14.04.2015 (2 pm) Introduction
   2 16.04.2015 (2 pm) E-Business
   3 21.04.2015 (2 pm) Business Models
   4 23.04.2015 (2 pm) Online Marketing Strategies
   5 28.04.2015 (2 pm) Internet Pricing
   6 30.04.2015 (2 pm) Information Goods
   7 05.05.2015 (2 pm) Information Privacy
   8 07.05.2015 (2 pm) Inform. and the Economic Process
   9 12.05.2015 (2 pm) IT and Information
  10 19.05.2015 (2 pm) E-Markets
  11 21.05.2015 (2 pm) Network Economics
  12 07.07.2015 (2 pm) Revision


Course material:

The course material is available via Digicampus.

 


Previous knowledge:

Language: English


Literature:

Porter, M: Strategy and the Internet, Harvard Business Review, 79(3):63-78, 2001

Laudon, C.; Traver, C.: e-commerce business. technology. society., Prentice Hall, (2011)

Bakos, Y.: The Emerging Role of Electronic Marketplaces on the Internet, Communications of the ACM, 41(8): 35-42, 1998

Shapiro, C.; Varian, H.: Information Rules: A Strategic Guide to the Network Economy, Harvard Business School Press, 1999

 


Registration for Case Studies

Please register for the exercise via Digicampus during the application period. Further information will be given in the first lecture.


More information:

Recommended semester: 2nd semester and above
Field of study: Master
Duration: 4 SWS
Type: L - Lecture
Credit points: 6 ECTS
Area: Master iBWL/iVWL: Major/Minor S & I; GBM: Modul B; ReWi: SB III; Inf. & Infw.: Wirtschaftsinf.
Examination: Written examination
Exam offered: yearly
Duration of exam: 60 minutes
Semester: every summer term