5892 E-Business
Assoz.Prof PD Dr. Baris Pascal Güntürkün
Weekly hours
Language of instruction
02/16/18 to 03/02/18
Registration via LPIS
Notes to the course
Day Date Time Room
Friday 04/13/18 02:00 PM - 05:00 PM TC.5.12
Friday 04/20/18 02:00 PM - 05:00 PM TC.5.12
Friday 04/27/18 02:00 PM - 05:00 PM TC.5.12
Friday 05/04/18 02:00 PM - 05:00 PM TC.5.14
Friday 05/18/18 02:00 PM - 05:00 PM TC.5.12
Friday 05/25/18 02:00 PM - 05:00 PM TC.5.14
Friday 06/08/18 02:00 PM - 05:00 PM TC.5.12
Tuesday 06/19/18 06:00 PM - 07:30 PM TC.4.03

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

Learning outcomes

The aim of this course is to provide students with an understanding of the impacts that e-business is having on markets, business models, and a firm's marketing activities.

The objectives of the course are: 
  • To provide you with an understanding of the core concepts, technologies, and business models in the electronic marketplace
  • To sensitise you to changes in consumer behavior in the online environment
  • To enable you to critically evaluate different ways for firms to adapt their marketing strategies in an increasingly digitized world 
  • To deepen your knowledge of empirical research methods and train your ability to analyze consumer behavior empirically  
  • To provide you with the foundations to design an online business and motivate you to think “digitally”
  • To improve your communication, presentation and team working skills
Teaching/learning method(s)

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


Grading is based on the following components:

  • Group Work (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%.

Availability of lecturer(s)
Dr. Pascal Güntürkün:
Last edited: 2018-01-17