Summary:
E-commerce is a highly relevant field for almost all types of companies. However, the ecommerce approaches and strategies applied by companies differ strongly depending on the respective firm context (e.g., in terms of industry, types of customers, types of products). In this seminar, students analyze the specific e-commerce strategy of a selected firm. In doing so, they evaluate the strategies’ current and future potential and make suggestions for improvements and for addressing future trends.
Furthermore, each lecture session will contain short presentations where the students (in groups of 4) will either apply selected lecture topics to real-world business cases or present the core aspects of research articles dealing with e-commerce topics in general.
Goals:
This class enables students to gain insights into real-life e-commerce strategies and to train their abilities in assessing business strategies.
Prerequisites:
The course is applicable to master degree students interested in digital marketing and e-commerce. Prior participation of the course “Digital Marketing I” is recommended but not required. An application to the course is mandatory (application details see below, course is limited to 16 participants).
E-commerce is a highly relevant field for almost all types of companies. However, the ecommerce approaches and strategies applied by companies differ strongly depending on the respective firm context (e.g., in terms of industry, types of customers, types of products). In this seminar, students analyze the specific e-commerce strategy of a selected firm. In doing so, they evaluate the strategies’ current and future potential and make suggestions for improvements and for addressing future trends.
Furthermore, each lecture session will contain short presentations where the students (in groups of 4) will either apply selected lecture topics to real-world business cases or present the core aspects of research articles dealing with e-commerce topics in general.
Goals:
This class enables students to gain insights into real-life e-commerce strategies and to train their abilities in assessing business strategies.
Prerequisites:
The course is applicable to master degree students interested in digital marketing and e-commerce. Prior participation of the course “Digital Marketing I” is recommended but not required. An application to the course is mandatory (application details see below, course is limited to 16 participants).
- Dozent: Jana-Kristin Prigge