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E-commerce Operations Management - E-M-

Course code
Course type
MSc Course
Weekly Hours
FS 2023
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.

Course description

This course provides students with current show cases how leading e-commerce startups and companies advance their operational performance through digitalization.

Target group

Students interested in designing, managing and advancing digitally enabled supply chains.


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) promotional and judgmental demand forecasting, iv) demand generation through churn prevention and customer reactivation, v) managing the backward chain and vi) customer online interaction to curtail mindless shopping.


Newsvendor Problem, Risk Pooling, Optimization, Heuristics, Competitive Pricing, Machine Learning, Business / Retail Analytics, Design of Experiments.

Date Time
Tuesday, 10.01.2023 08:00 - 11:15
Tuesday, 17.01.2023 08:00 - 11:15
Tuesday, 24.01.2023 08:00 - 11:15
Tuesday, 31.01.2023 09:45 - 11:15
Thursday, 02.02.2023 08:00 - 11:15
Tuesday, 07.02.2023 08:00 - 11:15
Tuesday, 14.02.2023 08:00 - 11:15
Friday, 17.02.2023 08:00 - 11:15
Required ReadingsBulk pack including case studies.Kohli, Sajal; Becca Coggins; Praveen Adhi; Steven Begley; Manik Aryapadi; Hannah Yankelevich (2021): Retail speaks – Seven Imperatives for the Industry.McKinsey & Company, andhttps://www.mckinsey.com/~/media/McKinsey/Industries/Retail/Our%20Insights/retail%20speaks%20seven%20imperatives%20for%20the%20industry/retail-speaks-full-report.pdfRecommended ReadingsCachon, Gerard P.; Christian Terwiesch (2019):Matching Supply with Demand: An Introduction to Operations Management, 4th Edition, McGraw HillCachon, Gerard P.; Christian Terwiesch (2019):Operations Management, 2nd Edition, McGraw HillChopra, Sunil; Peter Meindl (2016):Supply Chain Management: Strategy, Planning and Operations, PearsonSchniederjans, Marc J.; Qing Cao; Jason H. Triche (2014):E-commerce Operations Management, Second Edition, World Scientific
(Guest) lectures and case discussions.
Open book, multiple choice exam(40%), group case studies (30%),class participation (20%) and online simulation game (10%)
A basic understanding of statistics{\uc1\u8212*}probability theory, regression analysis etc.{\uc1\u8212*}and operations management{\uc1\u8212*}process flow and lean management, inventory management under demand risk (EOQ and Newsboy model), quality management, continuous improvement, operations strategy formation and deployment{\uc1\u8212*}is assumed. These concepts can be studied, among others, in the textbook of Cachon, G.P./Terwiesch, C. (2019): Matching Supply with Demand: An Introduction to Operations Management, Fourth Edition, McGraw Hill.
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