545-0260/04 – Theory of the Firm and Marketing (TEOFM)

Gurantor departmentDepartment of Economics and Control SystemsCredits6
Subject guarantorIng. Igor Černý, Ph.D.Subject version guarantorIng. Markéta Laštůvková, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Study languageCzech
Year of introduction2006/2007Year of cancellation2008/2009
Intended for the facultiesHGFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
ROL74 Ing. Markéta Laštůvková, Ph.D.
MAT49 Ing. Simona Matušková, 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 12+3

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



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 semester projects, and knowledge checks.


Další požadavky na studenta


Subject has no prerequisities.


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)
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:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2007/2008 (B2102) Mineral Raw Materials (2102R001) Economics and Management in the Field of Raw Materials K Czech Most 1 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner