Stand: SoSe 2026
| Name | Digital Commerce & Technology Marketing | |
| Katalog-Nummer | FK 10#MKT#M4.5 | |
| Zugehörigkeit zu Curriculum |
Master Betriebswirtschaft | M4.5 | 5 Leistungspunkte
|
|
| Modulverantwortung |
Prof. Dr. Klaus Gutknecht
Prof. Dr. Eva Anderl
|
|
| Lehrende |
Prof. Dr. Klaus Gutknecht
|
|
| Prüfung(en) |
Prüfungsform: ModA
Detailangaben:
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.Hildsmittel:
Prüfende:
Prof. Dr. Klaus Gutknecht
, Prof. Dr. Susanne Wigger-Spintig
|
|
| Lehr- und Lernform(en) |
| 4 SWS | S - 1 Angebot(e)
|
|
| Arbeitsaufwand |
Präsenzzeit: 0 Stunden
Selbststudium, Vor- und Nachbereitung, Prüfungsvorbereitung: 0 Stunden
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|
Voraussetzungen
|
|
|
|
Verwendbarkeit
|
|
|
| Inhalt / Lernziele |
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
Additional books and current articles from (reviewed) journals in the seminar. |
|
| Name | Digital Commerce & Technology Marketing | |
| Katalog-Nummer | FK 10#MKT#M4.5 | |
| Zugehörigkeit zu Curriculum |
Master Betriebswirtschaft | M4.5 | 5 Leistungspunkte
|
|
| Modulverantwortung |
Prof. Dr. Klaus Gutknecht
Prof. Dr. Eva Anderl
|
|
| Lehrende |
Prof. Dr. Klaus Gutknecht
|
|
| Prüfung(en) |
Prüfungsform: ModA
Detailangaben:
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.Hildsmittel:
Prüfende:
Prof. Dr. Klaus Gutknecht
, Prof. Dr. Susanne Wigger-Spintig
|
|
| Lehr- und Lernform(en) |
| 4 SWS | S - 1 Angebot(e)
|
|
| Arbeitsaufwand |
Präsenzzeit: 0 Stunden
Selbststudium, Vor- und Nachbereitung, Prüfungsvorbereitung: 0 Stunden
|
|
|
Voraussetzungen
|
|
|
|
Verwendbarkeit
|
|
|
| Inhalt / Lernziele |
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
Additional books and current articles from (reviewed) journals in the seminar. |
|