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.

Course contents:

1. The electronic market place
1.1. Consumers in the electronic marketplace
1.2. Technology in the electronic marketplace
1.3. Business models

2. How digitization affects the marketplace
2.1. Consumer search costs
2.2. Marginal costs
2.3. Network effects
2.4. Long tail
2.5. Social media
2.6. Recommendation and Customization
2.7. Big data

3. Marketing-mix instruments in the online market place
3.1. Product management
3.2. Price management
3.3. Promotion management
3.4. Distribution management

The course is taught using a combination of interactive lectures, class discussions, case analyses, computer exercises, and student presentations.

We will use the free software R to analyze data as part of the group project. For students who would like to learn how to use R or expand their knowledge, we recommend DataCamp (www.datacamp.com), an online platform that offers interactive courses in data science at different levels. To facilitate the learning process you will obtain full access to the entire DataCamp course curriculum for the duration of the course.

Grading is based on the following components:

• Big Data Group Challenge (30%)
• Presentation of a scientific journal article from the reading list and short tests regarding the compulsory readings (20%)
• Final exam (40%)
• Class participation (10%)

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%.