Synergy Module: Innovative Business Models in Marketing and E-Business

Modul M.WIWI-BWL.0090


  • Prof. Dr. Yasemin Boztuğ
  • Prof. Dr. Maik Hammerschmidt
  • Prof. Dr. Matthias Schumann
  • Prof. Dr. Waldemar Toporowski
Supervision of the case study:
  • Monique Breaz, M.A.
  • Judith Derenthal, M.Sc.
  • Aline Lange, M.Sc.
  • Raphael Meyer von Wolff, M.Sc.
  • Nika Mozafari, M.Sc.

Target audience:
Students in the master's programme in Marketing and E-Business. In case of free capacities also students of adjacent study programmes.
Admission requirements:
No formal admission requirements.
Knowledge of academic work is absolutely mandatory and is not part of the course.
Learning outcomes/ core skills:
After successful participation in the module, students will be able to systematically deal with a pre-defined subject area which has both academic and practical relevance. By taking different perspectives into account, students will learn to develop solutions for business problems by using instruments from interlinked fields.
The students will be able to analyse interdependencies between objectives and activities of different functional areas of a company or an entire value chain. After completing the case study, they will be able to structure a practically-relevant business problem through working in small groups, to solve it substantially and methodologically and to elaborate the results in a paper. Students will acquire skills that prepare them for modules such as the seminar and project studies.
Contents of the course:
The course is divided into lectures and case study. The lecture provides the necessary basic knowledge as the foundation for working on the case study. The case study, which is worked out in small groups, applies and deepens the lecture content by applying the presented approaches and instruments to a selected case.

The lecture introduces the research area Business Model Innovations by presenting new business models that have emerged in recent years. Business models are bundles of activities and systems that create value for the market and the company. After introducing a holistic perspective encompassing all corporate functions and value creation partners, selected concepts and instruments are discussed in a theory-driven way. First of all, the design and control of distribution systems as an important component of business models is discussed. Furthermore, the central role of innovations as the basis for achieving sustained competitive advantage is emphasised. In addition, the particular importance of understanding consumer behaviour for designing business models is highlighted. The technological requirements for the implementation of the provided concepts are discussed in the form of IT solutions. These relate primarily to the collection, processing and transfer of the information required for planning, management and control. On the one hand, the concepts are presented with a strong reference to current developments in practice by referring to concrete examples. On the other hand, the analysis is based on essential models and theories of consumer behaviour (especially behavioural decision and acceptance models) and the New Institutional Economics (especially transaction cost theory and resource-based theory).

As part of the case study, students will work independently on a selected case which relates to the subject areas covered by the lecture.
Important notice:
Due to the Covid19 pandemic the lecture Synergy Module is offered as a recording in Stud.IP in summer semester 2021. To access the files, please log into Stud.IP with your study account and register for the course "Synergy Module" (course number 801551). If the lecture changes to a live format during the semester, we will inform you in time.

Lecture dates:
Thursdays, 08:30 – 10:00 a.m.
Start of lecture:
Thursday, 15.04.2021

in FlexNow from 15.04.2021 until 30.04.2021
  • Exam (90 Minutes, 3 Credits)
  • Case study (max. 15 pages for the whole case study) (3 Credits)
  • 6 Credits in total
Course requirements:
Proof of knowledge of theories, models and methods that analyse questions of marketing and information management. Critical discussion of the topics presented in the lecture.

Case study:
Creating a solution for the issues raised in the case study in small groups and a written documentation.
Date of written exam:
Online on Thursday, 22.07.2021, 08:30 – 10:00 a.m.

Registration in FlexNow: 15.04.2021 – 30.04.2021

Submission deadline case study:
Date & Room: Submission in StudIP until Thursday, 01.07.2021