• Morschett Dirk

• Ulrich Nik Alfons

Digital Commerce (or E-Commerce) has become highly relevant in many sectors in the last two decades, gaining market shares and leading to the emergence of new players, like Amazon or Zalando, who have become huge companies. Long established companies, e.g. Würth, have added digital sales channels. In addition to the already established online channels, like ordering over a PC or notebook, new channels emerge like mobile channels, scanning solutions or voice assistants as Alexa. In B2B markets, even more forms of digital ordering appear.

In this course, the different aspects of Digital Commerce are presented and discussed. This covers, inter alia

• the different players that are active in Digital Commerce and the changes in the competitive landscape
• disintermediation and new intermediaries
• different business models and business strategies in Digital Commerce (e.g. market places and the perspective of two-sided markets)
• financial consideration of E-Commerce companies
• digital channels that are available or emerging
• theoretical foundations from a business strategy, networks and a customer behavior perspective
• marketing instruments of digital commerce companies, e.g. retail branding, assortment, pricing and new price models, services
• personalisation/individualisation
• cross-channel and omni-channel strategies
• relevant decisions along the value chain, e.g. with regard to delivery options.

The objective of the course is that students understand the most important aspects of digital commerce activities, i.e. selling of goods and services via the Internet, mobile networks and other emerging channels, to private consumers (B2C) and to commercial customers (B2B).

to be anounced

Exam duration: 60 min.