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CANCELED: CMiME: Operations in eCommerce

Kurs ID
SCM503
Art des Kurses
MSc Kurs
Wochenstunden
2,5
ECTS
5.0
Semester
FS 2020
Vortragssprache
Englisch
Vortragende/r
Prof. Dr. Arnd Huchzermeier
Bitte beachten Sie, dass AustauschstudentInnen im BSc-Programm der WHU eine höhere Anzahl an Credits erwerben als hier aufgeführt. Für weitere Informationen wenden Sie sich bitte direkt an das [International Relations Office].
PART I: STRATEGY FORMATION TOP-DOWN AND BOTTOM-UP
  1. Introduction to Operations Strategy Formation and Deployment
  2. Antecedents of Behavior Supporting Bottom-up Operations Strategy Formation

PART II: MANAGING THE FORWARD CHAIN

  1. Mixed-Model Assembly Lines with Open Stations and Variable

Rate Launching

  1. Case Study I: The ‘FENDT VarioTakt’—Revolutionizing Mixed-Model Assembly Line Production

Part III: MANAGING YOUR CUSTOMER BASE

  1. Mail Order Optimization at Rhenania Buchversand
  2. Case Study II: Customer Reactivation Management in the Pharmacy Market: Resource-efficient Implementation of Direct Marketing Campaigns for Long-term Profit Maximization
  3. Proactive Retention Management in Retailing: Identifying, Predicting & Preventing Partial Defection
  4. Maximizing the Potential of Targeted Marketing – A General Framework for Customized Category Promotions in Retail

Part IV: DEMAND FORECASTING AND IRREVERSEBILITY

  1. Promotional Demand Forecasts for Seasonal Products using Machine Learning
  2. Case Study III: Canyon Bicycles - Judgmental Demand Forecasting for Direct Sales
  3. Analytics for staffing and schedule optimization in systems with load-dependent service times
  4. Dynamic Pricing and Learning: An Application of Gaussian Process Regression

Part V: MANAGING THE BACKWARD CHAIN

  1. Competitive Returns Policies with Salvaging: When Less is More

Part VI: MANAGING MINDLESS SHOPPERS

  1. How Providing Information Increases Return Rates

Part VII: BEST PRACTICE

Outsourcing in E-commerce

There is no textbook available. Cases and readings, mostly working papers under review or recently published articles in top managerial or academic journals, provide novel insights into the e-commerce operations of leading European retail, manufacturing or service companies. The reading list—including case studies—is contained in the detailed course outline.
This course provides students with current show cases how leading e-commerce startups and companies advance their operational performance through digitalization.

In today’s business world, technology increasingly plays a major role in determining a company’s future competitiveness. In this course, we focus on six main topics that are critical for the success of omni-channel players: i) employee engagement and leadership, ii) managing the forward chain, iii) demand forecasting, iv) demand generation, v) managing the backward chain and vi) customer online interaction to curtail mindless shopping.

Students will be able to discuss these approaches with guest speakers from industry and academia.

Students are expected to read the assigned articles and case studies before coming to class. Case Studies (30%), Class Participation (20%), Final exam (50%).
125
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