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Major Module Digital Transformation I


Marketing of Digital Innovations

Lecture (14266.0801)

            Instructor: Prof. Dr. André Marchand
            Date: December 6, 2017 – January 31, 2018
            Time: Wednesday 02:00 pm – 05:30 pm 
            Location: Building 100, Aula 2


            Instructor: Andrea Schöndeling
            Date: December 7, 2017 – February 1, 2018
            Time: Thursday 02:00 pm – 03:30 pm or 04:00 pm – 05:30 pm 
            Location: Building 810, seminar room 1.31 (Universitätsstr. 91)



The examination consists of a written exam of 60 minutes. As this course is about digital innovations, of course the exam will be an electronic exam (no pen and paper exam). We  offer an electronic mock exam on January, 25, 02:00 pm at Mikroskopiersaal I (Anatomisches Institut). 

You can obtain up to 6 additional points for the exam in the exercise by completing two assignments in groups. The exam has to be passed separately.

Examination Dates: 

1st exam: 
Date: 16.02.2018   
Time: 10:30 to 11:30 (please arrive until 10:15) 
Location: S91 (Philosophikum, ground floor)

2nd exam: 
Date: 23.03.2018
Time: 09:00 to 10:00 (please arrive until 08:45) 
Location: S93 (Philosophikum, ground floor)

Please keep in mind that you need to register for the exam during the given registration period. It is NOT possible to register after the registration period. Note that no responsibility is taken for the correctness of the information. Please refer to the Examination Office for all examination-related questions.

Inspection of Exams

Inspection 1st exam:
Date: 09.03.2018
Time: 10:00-11:00 (please arrive until 10:40 the latest)
Location: S89 Philosophikum

Inspection 2nd exam:
Date: 06.04.2018
Time: 13:00-14:00 (please arrive until 13:40 the latest)
Location: S89 Philosophikum


The course “Marketing of Digital Innovations” covers the interplay between marketing and digital innovations. It provides a general framework of the paradigm shift in the era of digitalization and discusses the transformation from metaphorically playing bowling to playing pinball. It also covers how digitalization affects specific aspects in marketing. A topic of high managerial relevance is digital revenue management. Students learn how to make money with digital and social media products and services, particularly in markets with direct and indirect network effects. The course also covers topics such as bundling strategies, automated recommendation systems, and new marketing metrics.

Moreover, this course covers disruption strategies, systematic innovation processes, and consumer integration in the digital era. It also considers relevant industry sectors. An interesting sector that has exemplified the digital age from its very start is the video games industry. Other sectors have been adopting concepts that have been innovated in this sector. For example, NASA uses video gaming devices such as Oculus Rift and Microsoft Xbox with Kinect to control space robots. This course will take a closer look at related issues such as product lifecycle management and consumer behavior related issues such as immersion, flow, and virtual reality.