On completion of the course the students will be able to:

know the elements of online communication and models of electronic business models;
adapt existing business models to new circumstances and apply the technologies;
evaluate existing businesses models and to initiate necessary change activities.

Not applicable

Brief overview about Internet (Technology / Communications / Company / Business)
Online business models and concepts (Wikinomics, MacroWikinomics, long tail)
Online PR and marketing concepts
Innovation & Cooperation Models based on Social Media & Networks
Enterprise 2.0 (use of Social Media & Networks in the company)

McAfee, A. (2009). Enterprise 2.0: How to Manage Social Technologies to Transform Your Organization. Boston, Mass.: Harvard Business Press.

Anderson, C./Collins, H. (2008). The Long Tail: Why the Future of Business Is Selling Less of More. Hyperion.

Tapscott, D./Williams, D. (2007). Wikinomics: How Mass Collaboration Changes Everything. Portfolio.

Tapscott, D./Williams, D. (2010). Macrowikinomics: Rebooting Business and the World. Portfolio.

Gladwell, M. (2001). The Tipping Point: How Little Things Can Make A Big Difference. Back Bay Books.

Barabasi, A.-L. (2002). Linked: The New Science of Networks. Perseus Books.

Benkler, Y. (2007). The Wealth of Networks: How Social Production Transforms Markets and Freedom. Yale University Press.

Shirky, C. (2008). Here Comes Everybody: The Power of Organizing Without Organizations. Penguin Press.

Gloor, P. A. (2006). Swarm Creativity: Competitive Advantage Through Collaborative Innovation Networks. Oxford University Press.

Howe, J. (2008). Crowdsourcing: Why the Power of the Crowd Is Driving the Future of Business. Crown Business.

Fraser, M./Dutta, S. (2008). Throwing Sheep in the Boardroom: How Online Social Networking Will Transform Your Life, Work and World. Wiley.

Carr, N. (2008). The Big Switch: Rewiring the World, from Edison to Google. W.W. Norton & Company.

Shih, C. (2009). The Facebook Era: Tapping Online Social Networks. Prentice Hall.

lecture, discussions, individual- and group work, case studies

Group work 50%
Exam 50%