545-0260/03 – Theory of the Firm and Marketing (TEOFM)
Gurantor department | Department of Economics and Control Systems | Credits | 6 |
Subject guarantor | Ing. Igor Černý, Ph.D. | Subject version guarantor | Ing. Markéta Laštůvková, Ph.D. |
Study level | undergraduate or graduate | Requirement | Compulsory |
Year | 1 | Semester | summer |
| | Study language | Czech |
Year of introduction | 1999/2000 | Year of cancellation | 2008/2009 |
Intended for the faculties | HGF | Intended for study types | Bachelor |
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:
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 semester projects, and knowledge checks.
E-learning
Other requirements
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
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction
Předmět neobsahuje žádné hodnocení.