Бакалавриат 2019/2020

Экономические основы менеджмента

Статус: Курс обязательный (Международный бизнес и менеджмент/ Менеджмент)

Направление: 38.03.02. Менеджмент

Кто читает: Департамент менеджмента

Где читается: Санкт-Петербургская школа экономики и менеджмента

Когда читается: 1-й курс, 3, 4 модуль

Формат изучения: с онлайн-курсом

Преподаватели: Сторчевой Максим Анатольевич, Трубников Дмитрий Алексеевич

Язык: английский

Кредиты: 6

Контактные часы: 48

Course Syllabus

Abstract

We assume that students already know the basics of microeconomics but require deep and diverse practice in application of economic principles to real life issues. The students will be need to analyze many practical mini-cases based on real experience of various companies and will need to apply economic theory for better understanding of the economic reality and making better managerial decisions.

Learning Objectives

• The purpose of the course is to teach the students how to apply the principles and models of economic theory for making managerial decisions: 1) estimating and analyzing demand, 2) cost analysis, 3) smart pricing (price discrimination, tying, bundling, non-linear pricing), 3) competing in various market structures, 4) making decisions about product quality and differentiation, 5) using network effects, 6) spending on advertising, 7) investing in R&D, 8) in labour markets, 9) in natural resources markets, 10) in international operations.

Expected Learning Outcomes

• Upon the course completion, the student is expected know how to use marginal analysis in managerial decisions.
• Upon the course completion, the student is expected know how find optimal distribution of resources, optimal prices and quantities.
• Upon the course completion, the student is expected know how to estimate demand on the basis of available data
• Upon the course completion, the student is expected know how to make production and pricing decisions for various cost structures
• Upon the course completion, the student is expected know how to use various techniques of smart pricing (price discrimination, tying, bundling, etc.)
• Upon the course completion, the student is expected know how to make decisions about of price and quantity competition in various market structures
• Upon the course completion, the student is expected know how to make decisions about product quality and degree of differentiation
• Upon the course completion, the student is expected know how to use advertising expenses to maximize profit
• Upon the course completion, the student is expected know how to invest in R&D to maximize profit and create competitive advantage

Course Contents

• Demand Evaluation and Simple Profit Maximization
  Market power and demand function with negative slope. How to evaluate demand? Surveys, experiments and historical data. Class experiment with demand evaluation. Marginal revenue function.
• Perfect Price Discrimination
  Definition of price discrimination. Reservation prices. Perfect Price discrimination vs. traditional pricing. Examples: bazaar, professional services, B2B pricing, auctions, taxation. English, Dutch and sealed-bid auction. Class experiment with auction.
• Group Price Discrimination.
  Observed characteristics. Personal (gender, age, citizenship, appearance, etc.). Space (country, city, district, captive audience). Time (season, weekday, hour). Examples of group prices discrimination.
• Versioning.
  Menu of options. Self-selection of various types of consumers. Versioning in functionality and in quality. Damaging products. Examples of versioning.
• Bundling.
  Definition of bundling. Software bundling: two products and two groups of consumers. Condition of successful bundling. Graphical tool for bundling analysis. Examples of bundling.
• Tying and Subscription.
  Definition of tying. Tying and tied goods. Examples of tying. Ownership vs. Subscription. Examples of choice between ownership and subscription.
• Block Pricing and Two-Part Tariff.
  Block pricing as an instrument to extract all consumer surplus. Block demand curve. Block pricing as a method of price discrimination. Two-Part Tariff: entry fee and unit price.
• Optimal Tariffs.
  Tools for comparisons of various tariffs and designing an optimal combination of tariffs.
• Cost Calculation.
  Fixed costs and variable costs. Total, average and marginal costs. Cost tables and cost curves. Relationship between various cost functions. Short run and long run costs. Economy of scale. Economy of scope.
• Perfect Competition.
  Market with many sellers. Price takers. Individual firm supply. Market supply. Short run equilibrium. Long run equilibrium. Shifts in demand and costs.
• Quantity Competition.
  Oligopoly (few sellers) and interdependency. Game theory. Duopoly. Cournot model. Simultaneous and Sequential equilibriums. How to apply this model to reality?
• Price Competition.
  Bertrand model. Homogeneous product. Simultaneous and Sequential equilibriums. Second mover advantage. How to apply this model to reality?
• Anticompetitive Pricing.
  Limit price and deterrence of entry. When limit price is possible? Expanding capacities. Predatory price. Credible threats. Examples of anticompetitive pricing.
• Collusion.
  Types of collusion: explicit agreement, cartel, implicit collusion. Profit maximization. Factors of stability of a cartel (number of seller, stability of demand, differentiation of products, etc.). Class experiment with cartel.
• Product Differentiation.
  Vertical and horizontal differentiation. Demand for characteristics model (hedonic demand). Hotelling model. Choice of price and choice of location. Collusion. Median voter theorem.
• Network Effects.
  Externalities and network effect. Demand for network good. Types of network effect. Battle of standards. Excess Inertia and Excess momentum. Compatibility. Two-side markets (platforms).
• Advertising.
  Optimal spending of advertising. Information vs. persuasion advertising. Advertising under monopoly. Advertising under competition: homogeneous vs. heterogeneous products. Free-riding problem and its solutions. Wasteful Persuasion.
• R&D.
  Product and process innovation. Innovation under monopoly, competition and oligopoly. Trade secrets vs. patents. Economics of patents.

Assessment Elements

• Essay (project work)
• Class Participation
• Tests
• Exam
  1. Экзамен проводится в электронной форме (решение тестов по материалам курса). Описание формы ответа изложена в тексте каждого вопроса. 2. Экзамен проводится на платформе MS TEAMS. Студенты будут включены в команду типа “EFM 2020 – FINAL EXAM - #”. Тест станет доступен в момент начала экзамена. Время начала экзамена указано в расписании. Рекомендуется предварительно проверить возможность связи заранее. 3. Выполненные теста и количество правильных ответов отражается системой автоматически после прохождения электронного теста. Тест основывается на материале лекций и семинаров. Тест будет включать в себя от 10 до 20 вопросов с четырьмя вариантами ответов или необходимостью дать числовой ответ. Продолжительность финального теста составляет 80 минут. Студентам, чья накопленная промежуточная оценка составляет 7,5 - 10 баллов, не обязательно сдавать итоговый экзамен. В этом случае накопленная оценка выбирается в качестве итоговой оценки. 4. Студент должен подключиться к команде «EFM 2020 – FINAL EXAM - #», и зайти в канал ОБЩИЙ за 10 минут до объявленного времени начала экзамена и быть в этот период на связи. 5. Во время выполнения теста студент НЕ ДОЛЖЕН ПОКИДАТЬ ОТКРЫТОЕ ОКНО БРАУЗЕРА ИЛИ ПРИЛОЖЕНИЯ С ТЕСТОМ, в том числе переходить в другие вкладки браузера, открывать калькулятор или другие приложения. В противном случае система засчитает его ответ как неверный. 6. Если к началу экзамена студент по каким-либо причинам не смог подключиться или у него не открылось задание, то в течение 10 минут после начала экзамена ему следует обратиться к преподавателю через ЧАТ, если не открылось задание, и в остальных случаях посредством электронной почты, с которой обычно велась переписка с преподавателем. 7. Компьютер/планшет, смартфон студента должен удовлетворять требованиям: установлен MS TEAMS, есть интернет-соединение, произведена авторизация в MS TEAMS с помощью корпоративной электронной почты. 8. Процедура пересдачи подразумевает использование усложненных заданий вопросов и другой их набор.

Interim Assessment

• Interim assessment (4 module)
  0.18 * Class Participation + 0.18 * Essay (project work) + 0.4 * Exam + 0.24 * Tests

Bibliography

Recommended Core Bibliography

• Leon Bazil. (2012). Business Games for Management and Economics:Learning by Playing. World Scientific Publishing Co. Pte. Ltd. https://doi.org/10.1142/8191

Recommended Additional Bibliography

• Dawsey, A. E. (2014). ECNS 301.01: Intermediate Microeconomics with Calculus.