Internet Technology

Internet Economy

Seminar, 2.00 ECTS

 

Course content

Students learn about the difference between old and new economy (with regard to new technologies) on the macro- and micro-economic level as well as on the business administration level; traditional, digital and hybrid business models will be analyzed with respect to client focus and quality awareness.
Online Marketing emphasizes the diversity of this current business philosophy and links the various existing marketing tools with each other by assessing them from different
viewpoints. The course aims to give students a general understanding of the behaviour of buyers and sellers and to teach them how to best use online marketing.

Learning outcomes

.) Introduction to and consolidation of business
administration skills; students know the various functional areas
of business administration and are able to draw connections
between the respective fields and apply them in practice.

.) Students will be taught the basics of marketing and PR and
will further consolidate their knowledge. They know the
various functions of marketing and are able to make
cross-references and use the material taught throughout
the course in practical examples.

Recommended or required reading and other learning resources / tools

Books:
Niermeyer, R. Teams führen, Haufe (2007); Alf-Jähnig, R. et al., Teamcoaching, managerSeminare Verlag (2008)
K. Bleicher: Das Konzept Integriertes Management. 7. Aufl., Frankfurt am Main/New York 2004; A. G. Coenenberg , R. Salfeld: Wertorientierte Unternehmensführung. Stuttgart 2003; F. Dresewski: Verantwortliche Unternehmensführung. Corporate Social Responsibility (CSR) im Mittelstand. Berlin 2007. H. Hungenberg, T. Wulf: Grundlagen der Unternehmensführung. 3. Auflage, Berlin/Heidelberg 2007; H. J. Rahn: Unternehmensführung, 7. Auflage, Ludwigshafen/Rhein 2008; H. Steinmann, G. Schreyögg: Management. Grundlagen der Unternehmensführung – Konzepte – Funktionen – Fallstudien. 6. Auflage, Gabler, Wiesbaden 2005; Kreuzer, BWL-Kompakt2, Wien 2007; Lechner/Egger/Schauer, Einführung in die Allgemeine Betriebswirtschaftslehre24, Wien 2008; Mühlbacher/Scheer/Schmidt/von Rosenstiel (Hg), Management Development, Wien 2008
Schauer, Betriebswirtschaftslehre, Wien 2006.
Kotler, Grundlagen des Marketing;
Dannenberg, Wildschütz, Online-Werbung. Werbekampagnen planen, umsetzen, auswerten Bürlimann, Web Promotion 3. Professionelle Werbung im Internet Forgó/Mosing/Otto, Informationsrecht, Springer (2010);
Informationszeitalter. 5. Auflage 2005. H. Krcmar: Informationsmanagement. 4. Auflage. Springer, Berlin 2005.
Grob, Heinz Lothar; vom Brocke, Jan (Hrsg): Internetökonomie. Vahlen 2006.
Zerdick, Axel; Picot, Arnold et al.: Die Internet-Ökonomie: Strategien für die digitale Wirtschaft. Springer 2001.
Zeitschrift: Wirtschaftsinformatik. Karl Homann, Andreas Suchanek: Ökonomik – Eine Einführung. 2. Auflage. Mohr Siebeck, Tübingen 2005.
Professional Journals: -

Mode of delivery

Seminar

Prerequisites and co-requisites

Economics and Law 4

Assessment methods and criteria

Continuous Assessment