Digital Marketing FT
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Fundamentals of Digital Economics

level of course unit

second cycle, Master

Learning outcomes of course unit

The course enables students to assess and outline fundamental determinants, market mechanisms and challenges of the Internet economy: Students gain well-founded knowledge with respect to the typical challenges of a “digital” company within the context of e-business or e-commerce and specifically become familiar with information-technological fundamentals for developing e-business applications and shopping systems and the differences in the area of e-commerce business models. They understand the success factors for online marketing, social shopping, m-commerce, B2B auctions and payment systems.

prerequisites and co-requisites

not applicable

course contents

The course illuminates fundamental aspects of the digital economy. After explaining the particularities of digital goods, electronic markets and added value in the Internet economy, the following topics are addressed in depth:
- Methodological fundamentals, application of networked thinking and acting
- Effects on private persons and companies (network effects, economy of searching and finding, trust aspects)
- Total economic effects (market transparency, globalization of added value, hyper-competition)
- Business models in the digital economy (specifically in the area of e-commerce/m-commerce)

In the area of marketing, the emphasis is on new forms of cooperation and participation, which are enabled by the digital economy (social shopping, viral, mobile, online marketing among others) and the resulting adjustments for entrepreneurial business models. Aspects of the change from stationary to mobile and ubiquitously available applications are also discussed.

In the technical area, infrastructures for e-business (middleware, safety aspects, technologies for project searching and product representation in the digital environment), technologies, platforms and standards in the area of e-commerce (EDI, etc.) as well as advantages and disadvantages compared to stationary trading are discussed.

recommended or required reading

- Clement, R., Schreiber, D. (2010): Internet-Ökonomie: Grundlagen und Fallbeispiele der vernetzten Wirtschaft. Physica-Verlag
- Peters, R. (2010): Internet-Ökonomie. Springer
- Meier, A., Stormer, H. (2008): eBusiness & eCommerce: Management der digitalen Wertschöpfungskette. 2. Auflage, Springer
- Tamm, G. (2003): Konzepte in eCommerce Anwendungen. SPC TEIA Lehrbuch Verlag
- Wirtz, B. (2011): Business Model Management: Design - Instrumente - Erfolgsfaktoren von Geschäftsmodellen. 2. Auflage, Gabler Verlag

assessment methods and criteria

Seminar work

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

lecture, group work, presentation and task discussion

semester/trimester when the course unit is delivered


name of lecturer(s)

Prof. (FH) Dr. Wolfgang Reitberger

year of study

1. year of studies

recommended optional program components

not applicable

course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)

not applicable