Web Business & Technology FT
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Web Business & Web Marketing Lab (E)

level of course unit


Learning outcomes of course unit

In the field of Web Business, students have:
- a basic understanding of the mechanisms behind doing business on the web (Huntley’s
Law, Moore’s Law, Gilder’s Law, Drucker’s Law, Metcalf’s Law, etc.)
- knowledge of different types of business models in web business (C2C, B2C, B2B etc.)
- the ability to independently develop business models

In the field of web marketing students have:
- an understanding of the importance of digital and inbound marketing in web business
- knowledge of different outbound/inbound marketing approaches (e.g. SEO, content
marketing etc.)
- the ability to independently develop a marketing strategy for a specific task

prerequisites and co-requisites


course contents

In the lab the contents of the ILV "Web Business & Web Marketing" are deepened with the aid of practical exercises and case studies. The knowledge gained will be discussed in the group and thus allow a deep insight into and consolidation of the material, which was theoretically dealt with in the ILV.

recommended or required reading

- Chaffey, D. (2015): Digital Business and E-Commerce Management, 6th edition, Harlow: Pearson
- Scott, D. M. (2009): Die neuen Marketing- und PR-Regeln im Web 2.0, mitp Verlag

assessment methods and criteria

Seminar paper and/or final examination

MODULE EXAMINATION for the following courses:
- Web Business & Web Marketing,
- Web Business & Web Marketing Lab

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

- Lecture and discussion
- Working on case studies

semester/trimester when the course unit is delivered


name of lecturer(s)

Christoph Fink, BA, MSc

year of study


recommended optional program components


course unit code


type of course unit


mode of delivery


work placement(s)

not applicable