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

level of course unit


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

Portfolio assessment

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

- Lecture and discussion
- Working on case studies

semester/trimester when the course unit is delivered


name of lecturer(s)

Prof. (FH) Dr. Michael Kohlegger

recommended optional program components


course unit code


type of course unit

integrated lecture

mode of delivery