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2012/2013  KAN-CM_A207  Marketing and E-commerce

English Title
Marketing and E-commerce

Course information

Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Course period Spring
Changes in course schedule may occur
Tuesday 08.00-10.35, week 8-13, 15-18
Time Table Please see course schedule at e-Campus
Max. participants 70
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Lars Bech Christensen - Department of Marketing
Administration: Helle Bunde hbu.marktg@cbs.dk
Main Category of the Course
  • Marketing
Last updated on 16-10-2012
Learning objectives
At the end of the course the excellent student is expected to be able to:
  • Based on the models, concepts and theories in the curriculum of the course to discuss the complexities of the topics of the course
  • Apply these models singly or combined to fit the concrete case situation under study Identify and analyze the relationship between relevant models, concepts and theories from curriculum
  • Critically assess the value and relevance of models, concepts and theories presented through the course in relation to their practical application in relevant cases
A basic knowledge and understanding of marketing and consumer behavior is a good preparation for this course
Marketing and E-commerce:
Type of test Oral with Written Assignment
Marking scale 7-step scale
Second examiner No second examiner
Exam period May/June
Aids Open Book, Written and Electronic Aid is permitted
Duration 20 Minutes

Oral exam on the basis of a miniproject (individual or in groups of 2-4 students).
Course content

The Internet has fundamentally changed the way we purchase our products because firm’s for the first time in history got a direct contact to us as consumers and gave us the opportunity quickly to search information product, order them online 24/7 and for digital products also get the products delivered online. E-commerce had a slow start with many consumers ignoring the option and many failures e.g. inconsistent delivery services. Today e-commerce is a considerable part of total trade and the good news in times of economic are that e-commerce is still growing in product categories where offline sales are stagnating or even reduced. In terms of marketing the growing importance of e-commerce changes the conditions for doing business in a number of areas. Via the ease of getting price information online, the market gets much more transparent and in some product categories this put a pressure on prizes. The direct channel to consumers via online sales gives opportunities for using this contact for add-on sales e.g. via newsletter, etc. Furthermore, the online channel combined with the offline channel gives the opportunity focus on designing the channels taking into account how the different options for customer service create the largest total value for the firm and its customers. Opening a new online channel as producer, may however also create conflict with an existing retailer or distributor that already sells your products; a challenge that needs to be addressed. Also in the field of branding the direct contact with customers alter the scene in that the extent to which the firm conforms to its brand identity is evaluated and given direct response from the customer in the online setting. The recent trend is that ordering product and services via mobile devices is increasing, new devices like ebooks and the iPad may begin to challenge the way newspapers, magazines and books are sold. Also social media is increasingly directly to online sales.

On this background the main topics of the course are:

  • Online consumer behavior
  • Online (service) branding
  • Online pricing
  • Multi-channel options
  • Channel conflict
  • Digital products channels
  • Social sales channels
  • Mobile online sales
Teaching methods
Teaching will be based on lectures, mini exercises and casework. It is the intention that most of the casework and the results from it will be discussed in class with related companies. The miniproject will play a core role in the learning process of the course, finalized via an oral exam based on the miniproject.
Expected literature

Bharat & Abhjit (2010). Measuring Determinants of E-Commerce Readiness and their Effects on Buying Intention for Online Purchase Decisions. Advances in Management,3(7), pp. 20-27.

Glover &. Benbasat., (2010). A Comprehensive Model of Perceived Risk of E-Commerce Transactions. International Journal of Electronic Commerce,15(2), pp. 47-78.

Sun et al, (2010). Perceived ease of use in prior e-commerce experiences: A hierarchical model for its motivational antecedents. Psychology & Marketing,27(9), pp. 874-886.

Dolan & Moon (2000), Pricing and Market Making on the Internet. Journal of Interactive Marketing, Vol. 14 Issue 2, pp. 56-73

Kim & Benbasat ( 2009). Trust-Assuring Arguments in B2C E-commerce: Impact of Content, Source, and Price on Trust. Journal of Management Information Systems,26(3), pp. 175-206.

Danny TK. (2009). The impact of transaction trust on consumers' intentions to adopt M-commerce: A cross-cultural investigation. CyberPsychology & Behavior 12(2):225-9.

Khalifa M and Ning Shen K. (2008). Drivers for transactional B2c M-commerce adoption: Extended theory of planned behavior. Journal of Computer Information Systems 48(3):111-7.

Grewal et al. (2010). Strategic online and offline retail pricing: A review and research agenda. Journal of Interactive Marketing 24(2):138-54.

Choi J, Hui SK, Bell DR. (2010). Spatiotemporal analysis of imitation behavior across new buyers at an online grocery retailer. Journal of Marketing Research (JMR) 47(1):75-89.

Milkman et al. (2010). I’ll have the ice cream soon and the vegetables later: A study of online grocery purchases and order lead time. Mark Lett 21(1):17-35.

Kornum & Bjerre (2007), Grocery E-commerce- Strategic Market Creation. International Journal of Business Innovation and Research, Vol. 1, No. 3, 2007

Bambauer-Sachse S and Mangold S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing & Consumer Services 18(1):38-45.

Benedicktus RL, Brady MK, Darke PR, Voorhees CM. (2010). Conveying trustworthiness to online consumers: Reactions to consensus, physical store presence, brand familiarity, and generalized suspicion. J Retail 86(4):322-35.

Heine K. (2009). Using personal and online repertory grid methods for the development of a luxury brand personality. Electronic Journal of Business Research Methods 7(1):25-38.

Jones C and Kim S. (2010). Influences of retail brand trust, off-line patronage, clothing involvement and website quality on online apparel shopping intention. International Journal of Consumer Studies 34(6):627-37.

Grace & O’Cass (2005), Service branding: consumer verdicts on service brands, Journal of Retailing and Consumer Services Vol 12, pp. 125–139

Kwon W and Lennon SJ. (2009). Reciprocal effects between multichannel retailers’ offline and online brand images. J Retail 85(3):376-90.

Kwon W and Lennon SJ. (2009). What induces online loyalty? online versus offline brand images. Journal of Business Research 62(5):557-64.

Lam P, Lam SL, Lam J, McNaught C. (2009). Usability and usefulness of eBooks on PPCs: How students' opinions vary over time. Australasian Journal of Educational Technology 25(1):30-44.

Neelotpaul B. (2010). A study on interactivity and online branding. Advances in Management 3(3):13-7.

Lieberman & Montgomery (1988), First-Mover Advantages. Strategic Management Journal, Vol. 9, Summer (Special Issue), p. 41-58

Last updated on 16-10-2012