545-0260/01 – Theory of the Firm and Marketing (TEOFM)

Gurantor departmentDepartment of Economics and Control SystemsCredits5
Subject guarantorIng. Igor Černý, Ph.D.Subject version guarantorIng. Markéta Laštůvková, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Year4Semesterwinter
Study languageCzech
Year of introduction1990/1991Year of cancellation2006/2007
Intended for the facultiesHGFIntended for study typesMaster
Instruction secured by
LoginNameTuitorTeacher giving lectures
ROL74 Ing. Markéta Laštůvková, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 3+2
Combined Credit and Examination 16+0

Subject aims expressed by acquired skills and competences

The objective of the subject is to understand to the behavior of consumers and of the firms and to understand the basic terms in the field of Marketing. The students obtain theoretical and expert knowledge in the field of microeconomics and of marketing.

Teaching methods

Lectures
Tutorials

Summary

The subject concerns fundamentals of the theory of the firm and marketing, i. e. the theory of consumer behavior (budget constraint, consumer preferences), the theory of the firm (production function, the relationships among total, marginal and average product curves, costs, perfect competition, monopoly, monopolistic competition) and marketing (marketing research, advertising, product placement, costs).

Compulsory literature:

FRANK, Robert, H. Microeconomics and behavior. New York : McGraw-Hill, c1991 - xxvi, 694 s. : il. ISBN 0-07-100827-6.

Recommended literature:

KOTLER, Philip. Marketing, management. 12. ed. Prentice-Hall, 2006. 816 pp. 0- 13-145757-8.

Way of continuous check of knowledge in the course of semester

E-learning

Další požadavky na studenta

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Model trhu s byty: různé způsoby alokace 2. Chování spotřebitele: rozpočtové omezení, spotřebitelské preference, indiferenční křivky, užitek, užitková funkce, výběr spotřebitele, 3. Poptávka spotřebitele: normální a podřadné statky, změny příjmu, důchodově spotřební křivka, Engelova křivka; změna ceny, cenově spotřební křivka, poptávková křivka 4. Cenová elasticita poptávky: způsoby určování elasticity, význam zjišťování elasticity 5. Chování firmy: omezení firmy, výrobní faktory, technologická omezení, výnos z rozsahu, nákladové křivky 6. Nabídka firmy: konkurenční prostředí, nabídka v konkurenčním prostředí 7. Monopol: maximalizace zisku, přirozený monopol, příčiny vzniku monopolu, monopolní chování, cenové diskriminace, monopolistická konkurence 8. Marketing: jeho historický vývoj, základní pojmy, podstata marketingu, systém marketingu 9. Marketingové informace: marketingový informační systém, marketingový výzkum 10. Stadia životnosti výrobku, marketingový mix, segmentace trhu, produkt: klasifikace výrobků, trh spotřebního zboží, kupní chování spotřebitelů, průmyslový trh, kupní chování organizací, služby 11. Distribuce: způsoby distribuce spotřebního a průmyslového zboží 12. Cena produktu: proces stanovení konkrétní ceny (vycházející výlučně z nákladů, ovlivňované rovnováhou mezi nabídkou a poptávkou, ovlivňované konkurenčními tržními podmínkami), faktory ovlivňující tvorbu ceny, řízení cen, přizpůsobivost cen 13. Propagační program firmy: reklama, Etický kodex reklamy, osobní prodej, podpora prodeje 14. Stanovení tržního potenciálu, předvídání v marketingu, organice marketingových činností 15. Trh uhlí

Conditions for subject completion

Combined form (validity from: 1960/1961 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 33 (33) 0
                Project Project 33  0
        Examination Examination 67 (67) 0
                Written examination Written examination 40  0
                Oral Oral examination 27  0
Mandatory attendence parzicipation:

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Occurrence in study plans

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2004/2005 (B2102) Mineral Raw Materials (6209R013) Information and System Management K Czech Ostrava 2 Compulsory study plan
2003/2004 (M2102) Mineral Raw Materials (2102T001) Economics Management in Raw Materials treatment Industry K Czech Ostrava 4 Compulsory study plan
2003/2004 (M2102) Mineral Raw Materials (2102T001) Economics Management in Raw Materials treatment Industry P Czech Ostrava 4 Compulsory study plan
2003/2004 (B2102) Mineral Raw Materials (6209R013) Information and System Management K Czech Ostrava 2 Compulsory study plan
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2003/2004 (B2102) Mineral Raw Materials (6209R013) Information and System Management P Czech Ostrava 2 Compulsory study plan
2002/2003 (M2102) Mineral Raw Materials (2102T001) Economics Management in Raw Materials treatment Industry K Czech Ostrava 4 Compulsory study plan
2002/2003 (M2102) Mineral Raw Materials (2102T001) Economics Management in Raw Materials treatment Industry P Czech Ostrava 4 Compulsory study plan
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2001/2002 (M2102) Mineral Raw Materials (2102T001) Economics Management in Raw Materials treatment Industry K Czech Ostrava 4 Compulsory study plan
2001/2002 (M2102) Mineral Raw Materials (2102T001) Economics Management in Raw Materials treatment Industry P Czech Ostrava 4 Compulsory study plan
2001/2002 (M2102) Mineral Raw Materials (3902T033) systems Engineering in Raw Materials Treatment Industry P Czech Ostrava 3 Compulsory study plan
2000/2001 (M2102) Mineral Raw Materials (2102T001) Economics Management in Raw Materials treatment Industry K Czech Ostrava 4 Compulsory study plan
2000/2001 (M2102) Mineral Raw Materials (2102T001) Economics Management in Raw Materials treatment Industry P Czech Ostrava 4 Compulsory study plan
2000/2001 (M2102) Mineral Raw Materials (3902T033) systems Engineering in Raw Materials Treatment Industry P Czech Ostrava 3 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner