Betriebswirtschaft

Bewerben Studienberatung
Business Department

Module manual

←  Back 

E-Commerce-Management

Prerequisite

Basic marketing and statistics
Teaching methods Lecture/Lab
Learning target / Competences

Students learn to define and delineate multi-channel systems in retailing, develop an understanding of the relevance of multi-channel retailing, and gain both theoretical and practical competencies in the management of multi-channel retailing systems. In addition, students understand how to implement the company’s strategy through the marketing mix and initiate successful multi-channel management. A further objective of the module is the concrete implementation of an e-commerce concept from the acquired strategic competencies. Students acquire the skills to design, build and implement an online store and learn how to optimize the store by conducting user-experience testing.
Duration 1 Semester
Hours per week 6.0
Overview
Classes 90 h
Individual / Group work: 180 h
Workload 270 h
ECTS 9.0
Requirements for awarding credit points

Module assessment: E-Commerce Design and Testing: Lab work (LA), Strategic Marketing and Multi-Channel-Retailing: Written exam (K120)
Weighting: 35% LA, 65% K120
Responsible person

Prof. Dr. Achim Burkhardt
Recommended semester 1. oder 2. Semester
Frequency Annually (ss)
Usability

Betriebswirtschaft (Master)
Wirtschaftsinformatik (Master)
Lectures

E-Commerce Design and Testing

Type Lab
Nr. W1138
Hours per week 2.0
Content
  • Introduction and overview of e-commerce applications
  • Methods of e-commerce concept design
  • E-commerce application workshop
  • User experience testing
  • Presentations
Literature

The actual literature list will be announced in the lecture. Excerpt:
Becker, J. (2019): Marketingkonzeption, 11. ed. Munich: Vahlen.
Kollmann, T. (2016): E-Business, 6. ed. Wiesbaden: Springer.
Kreutzer, R. (2014): Praxisorientiertes Dialog-Marketing, 2. ed. Wiesbaden: Springer.

Strategic Marketing

Type Lecture
Nr. W1139
Hours per week 2.0
Content
  • Business Model Canvas (BMC)
  • Management and marketing (including Sunzi)
  • Strategic options in a business model (focus on Blue Ocean)
  • Customer information
  • Technologies and megatrends
  • Decision making and stress management
Literature

Häusel, H.-G.: Think Limbic! - inkl. Arbeitshilfen online: Die Macht des Unbewussten nutzen für Management und Verkauf, Haufe, 2019
Häusel, H.-G.: Brain View: Warum Kunden kaufen, Haufe Lexware, 2016
Girard, J.: Abschlußsicher Verkaufen mit Joe Girard: Die Goldenen Regeln des Besten Verkäufers der Welt, Springer, 2013
Osterwalder, A.; Pigneur, Y.: Business Modell Generation, ein Handbuch für Visionäre, Spielveränderer und Herausforderer, Campus Verlag, 2011
Drucker, P.F.: Was ist Management? Das Beste aus 50 Jahren, 6. ed., Econ Verlag, 2010

Multi-Channel-Retailing

Type Lecture
Nr. W1118
Hours per week 2.0
Content
  • Definitions and differentiations of multi-channel systems
  • Types of multi-channel retailing
  • Relevance of multi-channel retailing
  • Objectives of multi-channel retailing
  • Services of multi-channel retailing
  • Special features of stationary trade, online trade and catalog mail order trade
  • Problems of channel integration
  • Approaches to multi-channel system management
  • Best Practices
Literature

Swoboda, B.; Foscht, T.; Schramm-Klein, H.: Handelsmanagement, 4. ed., Vahlen, Munich 2019
Heinemann, G.: Der neue Online-Handel, 10. ed., Springer Gabler, Wiesbaden 2019
Schröder, H.: Multichannel-Retailing, Springer, Berlin; Heidelberg 2005 Vahlen, Munich 2019
Burkhardt, A.; Köhler, R.; Dittrich, I.: Erfolgsmuster des Multi-Channel-Managements deutscher Einzelhandelsunternehmen, Books on Demand, Norderstedt 2017
Heinemann, G.: No-Line-Handel, Gabler, Wiesbaden 2013
Müller-Hagedorn, L.; Toporowski, W.; Zielke, S.: Der Handel: Grundlagen – Management – Strategien, 2. ed., W. Kohlhammer, Stuttgart 2012
Zentes, J./ Swoboda, B./ Foscht, T. (2012): Handelsmanagement, 3. ed., Vahlen, Munich.
Schramm-Klein, H.: Multi Channel Retailing – Erscheinungsformen und Erfolgsfaktoren, in: Zentes, J. et al. (ed.): Handbuch Handel, 2. ed., Springer Gabler, Wiesbaden 2012, p. 419-437
Zentes, J./ Swoboda, B./ Foscht, T. (2012): Handelsmanagement, 3. ed., Vahlen, Munich.
Heinemann, G.: Cross-Channel-Management, 3. ed., Gabler, Wiesbaden 2011
Ahlert, D.; Kenning, P.; Olbrich, R., Schröder, H. (ed.): Multichannel-Management - Jahrbuch Vertriebs- und Handelsmanagement 2010/2011, Deutscher Fachverlag, Frankfurt (Main) 2010
Thieme, J.: Versandhandelsmanagement, 2. ed., Gabler, Wiesbaden 2006
←  Back