[ 575WBECOMPK10 ] VU Online Marketplace

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Workload Education level Study areas Responsible person Hours per week Coordinating university
6 ECTS M1 - Master's programme 1. year Economics a.Univ.-Prof. Dr. Franz Hackl 4 hpw Johannes Kepler University Linz
Detailed information
Pre-requisites (*)keine (die Zulassung zum Studium vorausgesetzt)
Original study plan Master's programme Web Sciences 2016W
Objectives Students understand the functioning of online marketplaces and can apply simple economic principles in the design of these online marketplaces. Online marketplaces include the classic e-commerce (B2C and B2B), auction platforms, but also automated e-commerce exchanges ( "many to many electronic exchanges") with the associated web-based automatization technologies ("smart bidding agents", "price search engines", "sniping tools"," digital cash"). Students know the relevant economic characteristics of information and communication technology markets for the strategic decision making process in the context of online marketplaces.
Subject The course deals with peculiarities of (web- based) IT markets. These are economic network externalities, the incentive to build up lock-in, aspects of standardization and wars of standards, as well as different strategies in the application of price discrimination policies. Moreover different economic aspects in the exploitation of patents and copyrights are discussed. In addition, the course focuses on the functioning and the welfare implications of e-commerce, auction platforms and automated e-commerce markets in the B2C and B2B area. In this context the effects of automatization technologies like smart bidding agents, price comparison sites and sniping tools are also considered. Determinants of optimal strategic firm behavior in these areas are discussed.
Criteria for evaluation Exam and the presentation of a case study
Methods Blended Learning (Combination of E-Learning and classroom teaching)
Language German
Study material
  • The Economics of E-Commerce, Nir Vulkan, Princeton University Press, 2003
  • Wired for Innovation, Erik Brynjolfsson & Adam Saunders, The MIT Press, 2010
  • The Economics of Information Technology, Hal R. Varian, Joseph Farrell & Carl Shapiro, Cambridge University Press, 2007
  • E-Commerce Economics, David VanHoose, Baylor University, 2003
  • Industrial Organization, Lynne Pepall, Dan Richards & George Norman, Blackwell Publishing, 2008 (hier nur die Kapitel 5, 6, 17 und 18)
Changing subject? No
Further information none
On-site course
Maximum number of participants 40
Assignment procedure Assignment according to priority