545-0260/02 – Theory of the Firm and Marketing (TEOFM)

Gurantor departmentDepartment of Economics and Control SystemsCredits5
Subject guarantorIng. Igor Černý, Ph.D.Subject version guarantorIng. Igor Černý, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Year3Semesterwinter
Study languageCzech
Year of introduction1990/1991Year of cancellation
Intended for the facultiesHGFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
CER25 Ing. Igor Černý, Ph.D.
ROL74 Ing. Markéta Laštůvková, Ph.D.
MAT49 Ing. Simona Matušková, Ph.D.
TOM60 Ing. Yveta Tomášková, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 2+2
Combined Credit and Examination 12+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

Regular feedback on the progress of knowledge during the current term is provided by presentation of semester project, knowledge checks and written exam.

E-learning

Pro komunikaci nad rámec prezenčně realizovaných soustředění je používán learning management systém Moodle (lms.vsb.cz), prostřednictvím kterého je umožněna komunikace nejen mezi vyučujícími a studenty, ale také mezi studenty navzájem.

Další požadavky na studenta

There are no additional requirements for students.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Model of market with flats: different way of allocations. 2. Consumer behaviour: budget constraint, consumer preferences, indifferent curve, utility, consumer choice. 3. Demand of consumer: normal and inferior goods, change of income, income-consumption curve, Engel curve; change of price, price-consumption curve, demand curve. 4. Price elasticity of demand. 5. Producer behaviour: budget constraint of producer factors of production, returns to scale, costs curves. 6. Supply of company: perfect competition and supply in perfect competition. 7. Monopoly, profit maximization, natural monopoly, source of monopoly, monopoly behaviour, price discrimination, monopolistic competition. 8. Marketing and his historical evolution, fundamental terms, system of marketing. 9. Marketing informations: marketing information system, marketing research. 10. Product life cycle, Product mix, Market segmentation, Product, Levels of product, Classification of products. Consumer`s market, Buyer behavior, Consumer-goods classification, Industrial market, Decision on industrial market, Industrial demand, Industrial-goods classification. Service. 11. Distribution, Distribution channels, Distribution of consumer-goods and industrial goods, Distribution on retail trade and in wholesale. 12. Prices, pricing decision. 13. Marketing communications mix and its major tools – advertising, sales promotion, publicity, personal selling. 14. Market potential. Forecasting in marketing. 15. Coal market

Conditions for subject completion

Combined form (validity from: 1960/1961 Summer semester, validity until: 2011/2012 Winter 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

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2019/2020 (B2102) Mineral Raw Materials (3902R064) System Engineering in Industry P Czech Ostrava 2 Choice-compulsory study plan
2019/2020 (B2102) Mineral Raw Materials (3902R064) System Engineering in Industry K Czech Most 2 Choice-compulsory study plan
2018/2019 (B2102) Mineral Raw Materials (3902R064) System Engineering in Industry P Czech Ostrava 2 Choice-compulsory study plan
2018/2019 (B2102) Mineral Raw Materials (3902R064) System Engineering in Industry K Czech Ostrava 2 Choice-compulsory study plan
2018/2019 (B2102) Mineral Raw Materials (3902R064) System Engineering in Industry K Czech Most 2 Choice-compulsory study plan
2017/2018 (B2102) Mineral Raw Materials (3902R064) System Engineering in Industry P Czech Ostrava 2 Choice-compulsory study plan
2017/2018 (B2102) Mineral Raw Materials (3902R064) System Engineering in Industry K Czech Ostrava 2 Choice-compulsory study plan
2017/2018 (B2102) Mineral Raw Materials (3902R064) System Engineering in Industry K Czech Most 2 Choice-compulsory study plan
2016/2017 (B2102) Mineral Raw Materials (3902R064) System Engineering in Industry P Czech Ostrava 2 Choice-compulsory study plan
2016/2017 (B2102) Mineral Raw Materials (3902R064) System Engineering in Industry K Czech Ostrava 2 Choice-compulsory study plan
2016/2017 (B2102) Mineral Raw Materials (3902R064) System Engineering in Industry K Czech Most 2 Choice-compulsory study plan
2016/2017 (B2102) Mineral Raw Materials (6209R013) Information and System Management P Czech Ostrava 3 Compulsory study plan
2016/2017 (B2102) Mineral Raw Materials (6209R013) Information and System Management K Czech Ostrava 3 Compulsory study plan
2016/2017 (B2102) Mineral Raw Materials (6209R013) Information and System Management K Czech Most 3 Compulsory study plan
2015/2016 (B2102) Mineral Raw Materials (3902R064) System Engineering in Industry P Czech Ostrava 2 Choice-compulsory study plan
2015/2016 (B2102) Mineral Raw Materials (3902R064) System Engineering in Industry K Czech Ostrava 2 Choice-compulsory study plan
2015/2016 (B2102) Mineral Raw Materials (3902R064) System Engineering in Industry K Czech Most 2 Choice-compulsory study plan
2015/2016 (B2102) Mineral Raw Materials (6209R013) Information and System Management K Czech Most 3 Compulsory study plan
2015/2016 (B2102) Mineral Raw Materials (6209R013) Information and System Management K Czech Ostrava 3 Compulsory study plan
2015/2016 (B2102) Mineral Raw Materials (6209R013) Information and System Management P Czech Ostrava 3 Compulsory study plan
2014/2015 (B2102) Mineral Raw Materials (6209R013) Information and System Management K Czech Ostrava 3 Compulsory study plan
2014/2015 (B2102) Mineral Raw Materials (6209R013) Information and System Management K Czech Most 3 Compulsory study plan
2014/2015 (B2102) Mineral Raw Materials (6209R013) Information and System Management P Czech Ostrava 3 Compulsory study plan
2013/2014 (B2102) Mineral Raw Materials (6209R013) Information and System Management P Czech Ostrava 3 Compulsory study plan
2013/2014 (B2102) Mineral Raw Materials (6209R013) Information and System Management K Czech Ostrava 3 Compulsory study plan
2013/2014 (B2102) Mineral Raw Materials (6209R013) Information and System Management K Czech Most 3 Compulsory study plan
2012/2013 (B2102) Mineral Raw Materials (6209R013) Information and System Management P Czech Ostrava 3 Compulsory study plan
2012/2013 (B2102) Mineral Raw Materials (6209R013) Information and System Management K Czech Ostrava 3 Compulsory study plan
2012/2013 (B2102) Mineral Raw Materials (6209R013) Information and System Management K Czech Most 3 Compulsory study plan
2011/2012 (B2102) Mineral Raw Materials (3902R006) Automation and Computers in Raw Material Industry P Czech Ostrava 3 Choice-compulsory study plan
2011/2012 (B2102) Mineral Raw Materials (6209R013) Information and System Management P Czech Ostrava 3 Compulsory study plan
2011/2012 (B2102) Mineral Raw Materials (6209R013) Information and System Management K Czech Ostrava 3 Compulsory study plan
2011/2012 (B2102) Mineral Raw Materials (6209R013) Information and System Management K Czech Most 3 Compulsory study plan
2010/2011 (B2102) Mineral Raw Materials (3902R006) Automation and Computers in Raw Material Industry P Czech Ostrava 3 Choice-compulsory study plan
2010/2011 (B2102) Mineral Raw Materials (6209R013) Information and System Management P Czech Ostrava 3 Compulsory study plan
2010/2011 (B2102) Mineral Raw Materials (6209R013) Information and System Management K Czech Ostrava 3 Compulsory study plan
2010/2011 (B2102) Mineral Raw Materials (6209R013) Information and System Management K Czech Most 3 Compulsory study plan
2009/2010 (B2102) Mineral Raw Materials (6209R013) Information and System Management P Czech Ostrava 3 Compulsory study plan
2009/2010 (B2102) Mineral Raw Materials (6209R013) Information and System Management K Czech Ostrava 3 Compulsory study plan
2009/2010 (B2102) Mineral Raw Materials (6209R013) Information and System Management K Czech Most 3 Compulsory study plan
2009/2010 (B2102) Mineral Raw Materials (3902R006) Automation and Computers in Raw Material Industry P Czech Ostrava 3 Choice-compulsory study plan
2008/2009 (B2102) Mineral Raw Materials (6209R013) Information and System Management P Czech Ostrava 3 Compulsory study plan
2008/2009 (B2102) Mineral Raw Materials (6209R013) Information and System Management K Czech Ostrava 3 Compulsory study plan
2008/2009 (B2102) Mineral Raw Materials (6209R013) Information and System Management K Czech Most 3 Compulsory study plan
2008/2009 (B2102) Mineral Raw Materials (3902R006) Automation and Computers in Raw Material Industry P Czech Ostrava 3 Choice-compulsory study plan
2007/2008 (B2102) Mineral Raw Materials (3902R006) Automation and Computers in Raw Material Industry P Czech Ostrava 3 Compulsory study plan
2007/2008 (B2102) Mineral Raw Materials (2102R001) Economics and Management in the Field of Raw Materials P Czech Ostrava 3 Compulsory study plan
2007/2008 (B2102) Mineral Raw Materials (3902R033) System Engineering in Raw Materials Industry P Czech Ostrava 3 Choice-compulsory study plan
2007/2008 (B2102) Mineral Raw Materials (2102R001) Economics and Management in the Field of Raw Materials K Czech Most 3 Compulsory study plan
2006/2007 (B2102) Mineral Raw Materials (3902R006) Automation and Computers in Raw Material Industry P Czech Ostrava 3 Compulsory study plan
2006/2007 (B2102) Mineral Raw Materials (2102R001) Economics and Management in the Field of Raw Materials P Czech Ostrava 3 Compulsory study plan
2006/2007 (B2102) Mineral Raw Materials (3902R033) System Engineering in Raw Materials Industry P Czech Ostrava 3 Choice-compulsory study plan
2006/2007 (B2102) Mineral Raw Materials (2102R001) Economics and Management in the Field of Raw Materials K Czech Most 3 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner