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CMiME:Operations in eCommerce

Course code
SCM503
Course type
MSc Course
Weekly Hours
2,5
ECTS
5.0
Term
FS 2019
Language
Englisch
Lecturers
Prof. Dr. Arnd Huchzermeier
Please note that exchange students obtain a higher number of credits in the BSc-program at WHU than listed here. For further information please contact directly the International Relations Office.

PART I: STRATEGY FORMATION TOP-DOWN & BOTTOM-UP

Session 1: Introduction to Operations Strategy

Session 2: Antecedents of Behavior Supporting Bottom-up Operations Strategy Formation

PART II: MANAGING THE FORWARD CHAIN

Session 3: Mixed Model Assembly Line

Session 4: Case Study I: The ‘FENDT VarioTakt’—Revolutionizing Mixed-Model Assembly Line Production

PART III: MANAGING YOUR CUSTOMER BASE

Session 5: Mail Order Optimization at Rhenania Buchversand

Session 6: Proactive Retention Management in Retailing: Identifying, Predicting & Preventing Partial Defection

Session 7: Case Study II: Customer Reactivation Management in the Pharmacy Market: Resource-efficient Implementation of Direct Marketing Campaigns for Long-term Profit Maximization

Session 8: Utilizing the Full Potential of Targeted Marketing – A General Framework for Customized Category Promotions in Retail

PART IV: DEMAND FORECASTING AND IRREVERSEBILITY

Session 9: Promotional Demand Forecasts for Seasonal Products using Machine Learning

Session 10: Case Study III: Canyon Bicycles - Judgmental Demand Forecasting for Direct Sales

Session 11: Analytics for staffing and schedule optimization in systems with load-dependent service times

PART V: MANAGING THE BACKWARD CHAIN

Session 12: Competitive Returns Policies with Salvaging: When Less is More

PART VI: MANAGING MINDLESS SHOPPERS

Session 13: Case Study IV: Voice War: Hey Google vs. Alexa vs. Siri

Session 14: How Smart Salvaging Leads to Competitive Returns Policies: The Misperception of Intuitive Salvaging

PART VII: BEST PRACTICE

Session 15: Outsourcing in E-commerce

Date Time
Monday, 03.06.2019 09:00 - 15:15
Monday, 03.06.2019 09:00 - 18:45
Monday, 03.06.2019 09:00 - 18:45
Monday, 03.06.2019 09:00 - 18:45
Monday, 03.06.2019 09:00 - 18:45
Monday, 03.06.2019 09:00 - 18:45
Monday, 03.06.2019 09:00 - 18:45
Monday, 03.06.2019 09:00 - 18:45
Monday, 03.06.2019 09:00 - 18:45
Monday, 03.06.2019 09:00 - 18:45
Monday, 03.06.2019 09:00 - 18:45
Monday, 03.06.2019 09:00 - 18:45
Monday, 03.06.2019 09:00 - 18:45
Tuesday, 04.06.2019 09:00 - 15:15
Tuesday, 04.06.2019 09:00 - 18:45
Tuesday, 04.06.2019 09:00 - 18:45
Tuesday, 04.06.2019 09:00 - 18:45
Tuesday, 04.06.2019 09:00 - 18:45
Tuesday, 04.06.2019 09:00 - 18:45
Tuesday, 04.06.2019 09:00 - 18:45
Tuesday, 04.06.2019 09:00 - 18:45
Tuesday, 04.06.2019 09:00 - 18:45
Tuesday, 04.06.2019 09:00 - 18:45
Tuesday, 04.06.2019 09:00 - 18:45
Tuesday, 04.06.2019 09:00 - 18:45
Tuesday, 04.06.2019 09:00 - 18:45
Wednesday, 05.06.2019 09:00 - 15:15
Wednesday, 05.06.2019 09:00 - 18:45
Wednesday, 05.06.2019 09:00 - 18:45
Wednesday, 05.06.2019 09:00 - 18:45
Wednesday, 05.06.2019 09:00 - 18:45
Wednesday, 05.06.2019 09:00 - 18:45
Wednesday, 05.06.2019 09:00 - 18:45
Wednesday, 05.06.2019 09:00 - 18:45
Wednesday, 05.06.2019 09:00 - 18:45
Wednesday, 05.06.2019 09:00 - 18:45
Wednesday, 05.06.2019 09:00 - 18:45
Wednesday, 05.06.2019 09:00 - 18:45
Wednesday, 05.06.2019 09:00 - 18:45
Thursday, 06.06.2019 09:00 - 15:15
Thursday, 06.06.2019 09:00 - 18:45
Thursday, 06.06.2019 09:00 - 18:45
Thursday, 06.06.2019 09:00 - 18:45
Thursday, 06.06.2019 09:00 - 18:45
Thursday, 06.06.2019 09:00 - 18:45
Thursday, 06.06.2019 09:00 - 18:45
Thursday, 06.06.2019 09:00 - 18:45
Thursday, 06.06.2019 09:00 - 18:45
Thursday, 06.06.2019 09:00 - 18:45
Thursday, 06.06.2019 09:00 - 18:45
Thursday, 06.06.2019 09:00 - 18:45
Thursday, 06.06.2019 09:00 - 18:45
Friday, 07.06.2019 09:00 - 15:15
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

Grades are based on four group case assignments (40%), class participation (20%), and an open book, multiple-choice exam (40%)
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