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

level of course unit

Bachelor

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

Courses of the previous semester successfully completed.

course contents

The following contents are covered in this course:

- Fundamentals of web business and web marketing
- Mechanisms of web business
- Business models in Web Business
- Web marketing concepts
- Business models and business model development

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

English

number of ECTS credits allocated

3

eLearning quota in percent

25

course-hours-per-week (chw)

2

planned learning activities and teaching methods

- Lecture and discussion
- Working on case studies

semester/trimester when the course unit is delivered

4

name of lecturer(s)

Prof. (FH) Dr. Michael Kohlegger

year of study

2

recommended optional program components

none

course unit code

WIR4

type of course unit

integrated lecture

mode of delivery

Compulsory

work placement(s)

not applicable