Software Design

Online Marketing

Seminar, 3.00 ECTS

 

Course content

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

On completion of the course, students have fundamental knowledge about legal foundations of e-business and online marketing.

Recommended or required reading and other learning resources / tools

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. "

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);
Professional Journals: -

Mode of delivery

3 ECTS Lecture

Prerequisites and co-requisites

none

Assessment methods and criteria

Final Exam