de Digital Commerce & Technology Marketing

en Digital Commerce & Technology Marketing

Angaben gemäß SPO
Zugehörigkeit zu Curriculum
BWM | M4.5 | 5 Leistungspunkte
Modulverantwortung
Prof. Dr. Klaus Gutknecht
Prof. Dr. Eva Anderl
Prüfungsformen
ModA
Lehr- und Lernformen
S | 4 SWS
Lehrangebote SoSe 2026
S | 4 SWS
Prüfungsangebote SoSe 2026
Status: vorläufig - kann sich jederzeit noch ändern
Erstprüfer:in
Prof. Dr. Klaus Gutknecht
Zweitprüfer:in
Prof. Dr. Susanne Wigger-Spintig
Prüfungsform
ModA
Details zur Prüfung

ModA (assignment as a portfolio)

I. Assignment regarding marketing & growth potential (50%)

1.Critical analysis of the marketing (and the financial impact) of a company (the individual case)
2.Critical thinking using AI
3.Paper ~ 7-10 pages (~ 14-20,000 charakters) + Appendix (prompts and results)

II. Powerpoint extract regarding the case: applied marketing (25%)

1.Corresponds with a special chapter in the book
2.Application of marketing topics (recommended literature) for the case study
3.5-12 Slides
4.To be presented 10-15 Min. + discussion

III. Overall conclusions regarding marketing, business model and growth potential (25%)

1.Poster (1 page), based on your assignment (I.)
2.Recommendation
3.Target group: investors
4.To be presented ~ 5 min.+questions)

Schedule and deadlines:
- Students get their case study (company) until March, 31st.
- Students can withdraw from the course until April, 20 th. in writing to the lecturer
- Assignment part I has to be submitted not later than JUN., 4th. 6 p.m. by upload on moodle
- Assignment part II has to be submitted on the same day the corresponding chapter is due via upload on moodle (see schedule on moodle)
- Assignment part III has to be submitted until JUN., 8 th 8.00 a.m. via upload on moodle.
Hilfsmittel
Voraussetzungen und Verwendbarkeit
Voraussetzungen für die Teilnahme
Verwendbarkeit
Inhalte und Qualifikationsziele
Status: vorläufig - kann sich jederzeit noch ändern

Intended Learning Outcomes (Skills, Knowledge, Attitude) and competencies

The students will be enabled to apply several methods in the field of marketing (and digital commerce), especially for markets which are challenged by digital transformation. On the basis of the analysis of a case study they learn to apply innovative marketing strategies and to connect them with financial outcomes. The students learn to analyze marketing of companies in b2b or b2c -markets , depending on their case study). 

They regard marketing and technology to serve humanity, thereby they consider sustainability as an imperative (marketing 5.0).

 

The students learn to apply artificial intelligence to analyze the company (case) and to apply markeitng concepts. The students get an integrated understanding of marketing and technology and financials. 

Contents

•      Market analysis from the perspective of digital change

•      Marketing strategy

•      Sustainable Marketing

•      Marketing conceptualization and implementation

•      Analyzing a business model and the value proposition and the marketing - mix

•      Customer centered design

•      Performance marketing

•      Selling technology


Applied methods in Economics and Business administration

r  Analysis models and methods (research and analysis models): 

•        Analysis of value creation

•        Digital impact analysis

•        Technology acceptance 

•        Customer journey analysis 

•        Design thinking

             

r  Quantitative empirical methods (comparative – statistical, mathematical methods, data analysis): 

•        Data analysis regarding the marketing and financial outcome 

•        Analysis of customer segments and their behavior  

r  Qualitative and interpretative methods (expert interviews, polls, standardised surveys): 

•        Interpretation of market data and the impact of digital change

•        Business modeling

 

Teaching and Learning Styles

•        Interactice lectures 

•        Case studies/project work

•        Discussion

•        Presentation

Literature

  •       Kotler, P. et al (2025 or 2019 europ. edition), Marketing Management, Pearson.
  •       Kotler, P. et al (2021), Marketing 5.0 Technology for Humanity
  •       Chaffey, D., Digital Business and E-Commerce Management, Pearson Education
  •      Spreer, C. (2024), PsyConversion


Additional books and current articles from (reviewed) journals in the seminar.

HMster Grapevine
Startseite Campus Gym