Wirtschaftswissenschaftliche Fakultät

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Global E-Business and Electronic Markets


Lecturer: Prof. Dr. Daniel Veit
Date: Thursday: 12:15-1:45pm
Building/Room: Lecture: FW 1109; Exercise: FW 1101/02
Additional Dates: Exercise: Monday: 3:45-5:15pm
Contact: Alexander Frey, 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. Please apply from 14.04.–21.04.16. More information on the modalities will be given in the first lecture.


Abstract:

This module covers the fundamentals of E-Business and Electronic Markets. Students will be able to apply this knowledge to critically analyze and evaluate the opportunities and threats of the growing digital channel. Moreover it equips them with the necessary understanding to develop strategies in the area of E-Business and Electronic Markets. The course enables students to understand, evaluate and apply the most important E-Commerce business models, their components and their success factors. Moreover, emergent issues like internet pricing for tangible goods, services and information goods are covered. The course contributes to an understanding of the importance of ethical topics like privacy, fairness and transparency. Within the second part of the course, students are applying the knowledge acquired to real life cases in today’s businesses. Therefore, students are provided with an understanding of the role of information for business strategies by reviewing transaction cost theory, principal agent theory and related economic concepts. Network effects on the internet are complementing these theoretical components. Based on these theories, students are empowered to analyze the impact of information technology and the internet on industry structure. Overall, students will be made aware in what way the online channel differentiates from the offline channel. The aim is to create an understanding of the associated opportunities and threats. During the course, organizational level of analysis and the impact on economic activity stands in the foreground. This view is complemented by individual level theories. Students will also be enabled to discuss, evaluate and apply the fundamentals of E-Business strategy, business models and success factor research and to conceptualize key aspects of electronic markets. Moreover, students will be equipped with the capability to work in a group on a specific problem and to develop solutions for it.


Content:

   # Session
   1 Introduction
   2 E-Business
   3 Business Models
   4 Online Marketing Strategies
   5 Internet Pricing
   6 Information Goods
   7 Information Privacy
   8 Inform. and the Economic Process
   9 IT and Information
  10 E-Markets
  11 Network Economics
  12 Revision


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 


Course material:

The course material is available via Digicampus.


Registration for Case Studies:

Please register for the exercise via Digicampus during the application period (14.04.16 - 21.04.16). 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/EPP/DFM: Major/Minor S&I; GBM: GBE; ReWi: SP: UM; Inf. & Infw.: Wirtschaftsinf.
Examination: Written examination
Exam offered: yearly
Duration of exam: 60 minutes
Semester: every summer term