Modul 25008: Master - Selected Media and Technology Topics
'Internet Economics' (SS '14)

Registration closed!

Dr. Falk von Bornstaedt
Head of Group Peering and IP Trading
Deutsche Telekom

Dr. Falk von Bornstaedt joined the Deutsche Telekom Group in 1991. Since April 2013 he is Head of Group Peering and IP Trading, in the business unit International Carrier Sales and Solutions (ICSS), part of the board area Europe and Technology.
In 2004, Dr. von Bornstaedt started teaching as a visiting professor for Internet Economics at Freiburg University, since 2011 he is teaching at the Technical University in Berlin. He holds diplomas in Economics from the Universities of Bonn and Paris, and a Ph.D. in Economics from University of Cologne.

2 SWS, 6 CP

Overview
The course will cover various aspects of Internet Economics in the context of providing electronic communications and content services. We will discuss various infrastructure basics and some business cases relevant to media and technology management.

Methodology

Dates and Location
May 05, May 19, May 26, June 02, June 23, and June 30 -- all '14, 17:45-21:00 in HS XXIII WiSo-Building; max. 4 dates to be selected, detailed info during the semester.
 

Written Assignment (40% of Total Grade)

    NetFlix' Entry to the German Market: Company Introduction and Analysis
    (1) Netflix (US): Company Introduction (1,000-1,500 words, 40%)
    Please make sure that you cover all the following points:

• Brief Company Overview (incl. major financial data) and Business Model
• Relation towards Telcos and Cable companies (Peering and Transit)
• Entry to European Market (experiences in UK, Ireland, Norway and the Netherlands)

    (2) Analysis  (2,000-2,500 words, 60%)
    Pick three of the following six points  and offer some analysis leading to your evaluation / assessment (descriptions or repetitions do not count !)  (20% each)

• Why does Netflix promote their own CDN and not use existing ones on the market?
• Analyze the marketing campaigns Netflix is running when entering into a new market
• Conflict with Comcast and Verizon
• Analyze the ISP speed index published by Netflix in the web. Which carriers rank best, which seem to have problems? Compare the results in different countries.
• Consequences of Market Entry in Germany for Netflix and for two selected other players of your choice
• Partnering models with the Telcos (pros & cons / cost & benefit/ comparison to competitors)

    Special: You can choose to do the assignment alone or with one or with two colleagues. A maximum of three students on the cover sheet will get the same grade.
    The "Eidesstattliche Erklärung" will have to be signed by all students on the same sheet of paper (signed, not copied).
Figures and Tables: Redraw on your own (!), and do NOT COPY / INTEGRATE pdfs from other source.
Format: Up to you; it should look professional (we will count the words, not pages)
    Hint: black and white is strongly preferred over color.
Citation and referencing rules, see MTM-Website; incomplete literature list or referencing will be heavily penalized.
    You need to offer page numbers with start and end page.
Deadline: June 23rd, 2014, 11:00 o'clock in the letter box of the MTM-Department (Prof. Loebbecke), Pohligstr. 1, GROUND FLOOR.
Do not bring the assignments upstairs. Hand in a not protected Word doc (CD or USB Stick) plus three print outs.
 

Grading

• Participation during sessions: 20 %
• Exam: July 07, '14 at 18:00 o'clock: 40 % (final grade of 4,0 or better in the exam is required for receiving Credit Points)
• Klausur: 07.07.'14, 18:00: 40% (eine Klausurnote von 4,0 oder besser ist für den Erhalt von Leistungspunkten notwendig)
• Written Assignment (topic and deadline to be given during the course): 40 %

Participation in all but one 90-minute session is required for receiving Credit Points!

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