Electronic Commerce
The bachelor course "Electronic Commerce" offers an introduction to relevant topics of online commerce and marketing. Network analysis, recommendation systems and digital advertising are a selection of the topics covered.
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Overview
- Semester
- Course of Summer Semester 2026
- SWS
- 4 (lecture + tutorial)
- Credits
- 6 ECTS
- Examination
- Retake Exam (120 Min.), January 18th, 2027
- Specialization
- Digital Business
- Language
- German
Content
The course Electronic Commerce aims to convey the economic, strategic, and methodological foundations of electronic commerce. The first part of the course covers business models, social networks and social media, and customer management. The second part focuses on the use of marketing instruments in electronic commerce. In this context, selected topics are addressed, including product design and personalization (personalized recommendations and personalized products), digital pricing (non-interactive and interactive pricing mechanisms), digital advertising (targeting, advertising effectiveness, and different digital advertising formats), as well as distribution channels in electronic commerce.
