Modul "E-Commerce, International Marketing and Consumer Insights"

Module representative
Professor Dr. Prof. h.c. Bernhard Swoboda

Frequency
Each year (summer term)

Credit points
10 ECTS

Qualifying goals

The module provides skills in core areas of marketing. Students should be familiar with the basic decisions in e-commerce (including communication touchpoints and, among other things, differentiatiate to offline and omnichannel) and be able to apply these in a practice-oriented manner. Students should be able to reflect on the special features of international marketing in online and offline commerce. Students should be able to assess and evaluate the activities of corresponding international companies with the help of relevant concepts, practical examples, and case studies.

In addition, students should be familiar with the basic explanatory models of consumer purchasing behavior, which form the basis for addressing customers for all companies in consumer goods markets (online and offline). In Consumer Insights, students are sensitized to the prevailing, so-called hypothetical constructs for explaining purchasing behavior, their significance and measurement, in order to be able to deal with corresponding problems in a practice-oriented and model-based manner.

The supplementary course "Selected Topics" is designed to give students an insight into specific, relevant problem areas.

Contents
Two of the courses a) to c) are offered (usually the first two).

a) E-Commerce and International Marketing (Teaching language German):

This course takes into account the increasing importance of the digitalization and internationality of consumer goods markets and companies. The focus is on companies in online commerce and platforms/marketplaces (e.g., in contrast to offline/omnichannel), i.e., their sales types, industry specifics, and competitive and overall corporate strategies. The latter includes internationalization with decisions such as market selection, market entry strategy, and market development. As the importance of IT and AI applications as well as online communication (e.g., via social media) is growing, these are also addressed. The aim is to provide a professional qualification, e.g., for consumer goods producers, online and offline commerce firms, or agencies. The professional qualification is supported by the integration of exercises, case studies, and guest lectures from business practice.

b) Consumer Insights (Teaching language German):

The course conveys the basics of the practice and research of consumer behavior as a target group of online and offline consumer goods companies. It focusses on the constructs considered within the SOR model, such as activating and cognitive processes of consumer behavior. Consumer behavior is also conveyed from a process perspective in various purchasing phases of the consumer journey, which is particularly important in online and omnichannel commerce. Each topic consideres the following sequence of considerations: conceptual basis and characteristics, practical significance and measurement (whereby the practical examples consistently cover branding, commerce and communication). The aim is to provide a vocational education for those businesses that target consumers and their behavior. This is supported by the integration of exercise units and guest lectures from business practice.

c) Selected Topics (Alternative; Teaching language German):

This course deals with supplementary, current topics from the areas of e-commerce, consumer insights, as well as innovation marketing and market research. The focus may, for example, be on innovation-oriented industries, the internationalization of online companies, or market research topics. Understanding current and alternative practical developments as well as current research findings are the constitutive features of this course. The course can also be offered by guest lecturers.

Types of courses
Courses a) and b): Lecture with readings and exercises (incl. case studies and guest lectures). Course c): Seminar with term paper, presentation, case studies.