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Web Business & Web Marketing (E)
level of course unit
BachelorLearning 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
- 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
- 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
- Scott, D. M. (2009): Die neuen Marketing- und PR-Regeln im Web 2.0, mitp Verlag
assessment methods and criteria
Portfolio assessment
language of instruction
Englishnumber of ECTS credits allocated
3eLearning quota in percent
30course-hours-per-week (chw)
2planned learning activities and teaching methods
- Lecture and discussion
- Working on case studies
- Working on case studies
