The lecture "Internet Marketing und Electronic Commerce" shows how the Internet is changing our traditional understanding of marketing and how it can be used as a new instrument of marketing and market-oriented electronic commerce. The following topics will be discussed: - the growing importance of the Internet economy, - basic concepts, history, technology and services of the Internet, - the Internet as an electronic market platform, - the framework conditions of Internet marketing and electronic commerce, - the Internet as an instrument of marketing management and electronic commerce, - special features of Internet marketing, - marketing research on the Internet, - the conception of Internet marketing (goals, strategies, measures), - the implementation and control of Internet marketing, - Internet marketing and e-commerce in practice, - the future of the Internet economy.
The lecture will be held by Prof. Dr. Dr. h.c. Fritz held the lecture in German language.
Documents for the lecture can be found in the Stud.IP!
In addition to the lecture, the repetitorium of the same name is offered.