Digital Commerce has evolved far beyond simple online transactions; it is now the central engine of modern retail and wholesale. This course invites students to explore the dynamic shift from the early Dotcom era to the current dominance of the Smartphone and Pandemic-boosted economy. We will navigate the competitive landscape of Switzerland and the DACH region, analyzing what happens when global giants challenge local markets and how established players must adapt to survive.
The curriculum dives deep into the mechanisms driving today's markets, from the "Attention Economy" on social media to the specific complexities of B2B procurement. We will examine how platforms and marketplaces act as the new gatekeepers, how brands are shifting to Direct-to-Consumer (D2C) models, and why the "mathematics of delivery"—from warehousing robotics to the last mile—determines profitability. Students will learn to distinguish between business models that merely generate buzz and those that sustainable monetize in a high-pressure environment.
Looking ahead, we will tackle the newest disruptive waves, including the aggressive expansion of Chinese tech players into Europe and the transformative role of Artificial Intelligence in reshaping shopping behavior. To bring these theoretical concepts to life, the course is designed as an interactive experience. We will blend strategic frameworks with spirited discussions of current events, practical case studies, and insights from industry practitioners through guest lectures, ensuring a learning environment that is as practical as it is academic.
Join us to decode the logic of the algorithm and the logistics behind the package. Whether you are interested in B2C marketing, B2B strategy, or supply chain tech, this course provides the toolkit to navigate the digital future.
- Teacher: Olivia Lina André
- Teacher: Viviane Nadine Zoe Lehmann
- Teacher: Dirk Morschett
- Teacher: Matthias Schu
- Teacher: Nik Alfons Ulrich