The selection of an area of specialisation takes place for the summer semester:
Specialisation I (summer semester)
Lecture "Web Analytics": The main contents are advanced knowledge in the area of web analytics and web controlling. We will use different important web analysis tools (Google Analytics, etracker, Piwik, Sistrix, Searchmetrics, Onpage.org, etc.).
Specialisation seminar(usually in the summer semester; depending on number of participants sometimes also in the winter semester):
In this seminar, students will prepare a seminar paper on a current topic within e-commerce. The topics are being developed in cooperation with a company. The results will be presented at the company. During the seminar, we already visited well-known companies, such as Google, Baur, OTTO, ProSieben Sat1, S.Oliver.
Specialisation II (winter semester)
”Traffic Management and Website Optimisation” through a (regional) online marketing challenge (OMC) - formerly known as Google Online Marketing Challenge (GOMC)