Digital Markets

Digital Markets

Module70414
LevelMaster
LanguageGerman
LecturerProf. Dr. Nancy Wünderlich
TypeIV
SWS4
Credit Points6
ContentDigital markets such as eBay, Alibaba, Amazon, Instagram or Facebook and digital goods such as software, online games or streamed movies are subject to special economic characteristics. In this course, students learn the basic mechanisms of one-sided and multi-sided digital platforms and markets and will be able to reflect on their economic effects on market participants. Students will gain basic knowledge of user behavior of market participants and learn basic concepts and theories of customer loyalty and supplier retention in digital markets. Students will implement their theoretical knowledge in a platform simulation game and learn to work creatively together in teams. Students learn to understand the fundamental differences between physical and digital goods and gain insights into pricing models and information asymmetries in digital markets. The course explains how direct and indirect network effects shape strategies for building and sustaining digital markets and managing platforms. The attractiveness of digital markets for different stakeholder groups is considered. The course concludes with looking at the market power of digital platforms and ongoing regulatory efforts. In the exercise, the students implement the learned concepts by playing a platform business simulation game.
Teaching and Learning MethodsThis course will be taught interactively, with lectures covering basic concepts and theories. The students will deepen their understanding with exercises in form of a business simulation game. Students will work in groups.
FormatDigital learning units & online coaching
Type of examPortfolio examination
ScheduleMondays (2-3 pm)
RequirementsRegistration through ISIS and participation in the kick-off event are mandatory.

Registration

If you would like to participate in this module, please join the ISIS course and fill out the registration form there.

Please note that participation in the kick-off event on 22.04.2024 (2-3 pm, via Zoom) is mandatory for admission to the module.