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Major Module Digital Transformation I


Marketing of Digital Innovations

Lecture (14266.0800 and 14266.5004)

            Instructor: Andrea Schöndeling
            Date: December 16, 2020 – January 20, 2021
            Time: Wednesday 02:00 pm – 05:30 pm; Thursday 12:00 pm - 03:30 pm
            Location: Online lecture via zoom


            Instructor: Andrea Schöndeling
            Date: January 27, 2021 and February 3, 4, and 10, 2021
            Time: Wednesday 02:00 pm – 05:30 pm; Thursday 12:00 pm - 03:30 pm 
            Location: Online exercise via zoom


The examination consists of a written exam of 60 minutes and is planned as an electronic exam. It is planned as an open-book exam, so you may use your course material and tasks will be mainly about transfer. We offer a mock exam to get familiar with the test program on January 27 during the exercise.

You can obtain up to 6 additional points for the exam in the exercise by completing an assignment in groups. The exam has to be passed separately. Please make sure that you are present during the session on January 7 as we will provide important information on the assignments on that day.

Examination Date: March 10, 2021
Time: 3pm - 4pm
Location: Online exam 

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.

Zum Bestehen der Veranstaltung muss eine 60-minütige schriftliche Prüfung abgelegt werden. Die Klausur wird als elektronische Prüfung stattfinden. Wir bieten am 27. Januar im Rahmen der Übung eine Probeklausur an, damit Sie sich mit dem Testprogramm vertraut machen können.

Sie können 6 Zusatzpunkte für die Klausur erhalten, indem Sie im Rahmen der Übung eine Aufgabe in Gruppen bearbeiten. Die Klausur muss unabhängig davon bestanden werden. Da wir am 7. Januar genauere Informationen zu den Assignments geben, ist es wichtig, dass Sie an diesem Termin teilnehmen.

Bitte beachten Sie, dass Sie sich nur innerhalb der vorgegebenen Fristen für die Prüfungen anmelden können. Es ist NICHT möglich, sich nach Ablauf der Frist nachträglich anzumelden. Es wird keine Verantwortung für die Richtigkeit der Informationen übernommen. Bitte informieren Sie sich beim Prüfungsamt über alle klausurbedingten Fragen.

Inspection of Exam

Date: tba
Time: tba
Location: tba
Registration: tba



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. Moreover, this course covers disruption strategies, systematic innovation processes, and consumer integration in the digital era. 

Table of contents

  1. Introduction
    1.1 Paradigm shift in the era of digitalization
    1.2 Concept of innovations
    1.3 Framework of innovation management
  2. Marketing strategies
    2.1 Innovators dilemma
    2.2 Financial impact
    2.3 Branding
    2.4 Communication
    2.5 Market entry
    2.6 Quality management
    2.7 Cooperation
  3. Innovation process
    3.1 Situation analysis
    3.2 Idea generation
    3.3 Screening
    3.4 From concept to market launch
  4. Organization of Innovations
    4.1 Promoting innovative behavior
    4.2 Uniting creatives and analytics
    4.3 Building an innovation culture