MANAGERIAL ECONOMICS: THEORIES AND MARKETING APPLICATIONS
MANAGERIAL ECONOMICS: THEORIES AND MARKETING APPLICATIONS
Giovanni Benedetto Ponti, Damiano Argan
Instructional goals
Managerial economics, meaning the application of economic methods (with specific reference to Industrial Organization) in the managerial decision-making process, is a fundamental part of any business or management course. This course covers all the main aspects of managerial economics.
It includes numerous and extensive case studies, as well as review questions and problem-solving applications at the end of each section.
Intended learning outcomes
Knowledge and understanding:
The main outcome of the course is giving the student both awareness and familiarity with the theory’ main models. At the very same time, a working knowledge of the theory together with an understanding of its applicability to real world situations will be given.
Applying knowledge and understanding:
The students will be able to identify situations that can lead to inefficiency and useful instruments to mitigate or avoid it.
Making judgements:
We expect students to be able to assess the sustainability and effectiveness of arrangements meant to govern economic relationships within organization as well as outside them, highlighting their strengths and weaknesses.
Moreover, students would be able to get insights about occurrence of specific economic and social phenomenon.
Communications Skills:
This course will give the students the possibility to acquire and understand major terms and concepts in order to communicate their ideas, proposals, analysis and critical reasoning in an appropriate way, but at the same time being able to convey effectively insights and economic implications to a non-specialized audience.
Learning skills:
This course will contribute to empower learners giving them very versatile tools that can be applied to many economic contexts. They can also be combined with knowledge from other disciplines to provide more accurate or alternative analysis.
Course Contents
1. The theory of the firm; production and cost theory and estimation;
2. Market structure, market power and pricing;
3. Game Theory & strategic behavior
4. Organization architecture and mechanism design.
Reference Books
MMH: James R. McGuigan, R. Charles Moyer, Frederick H. deB. Harris, Managerial Economics: Applications, Strategy, and Tactics, Southwestern Cengage Learning.
Support material (optional)
PB: Paul Belleflamme and Martin Peitz, Industrial Organization: Markets and Strategies, Cambridge University Press.
Teaching Methods
1. Plenary Lectures
2. Practice Classes
3. Class experiments
Assessment Method
Problem sets (30%), two written examinations during the course (20% each) and Final (30%) exam.
Thesis assignment criteria
Interview
Week 1 Contenuto sessioni on line e on campus
The Theory of the firm I (MMH, Ch. 1)
• What is Managerial Economics? (Campus)
• Objective of the Firm (Campus)
• The strategic power of information: moral hazard, adverse selection and the agency problem (Online)
Week 2 Contenuto sessioni on line e on campus
The Theory of the firm II (MMH, Ch. 1)
• The production function: fixed & variable inputs
• Increasing returns & network effects (Campus)
• Production function & MRTS (Online)
Week 3 Contenuto sessioni on line e on campus
Production & costs I (MMH, Ch. 7-9)
• Returns to scale;
• Estimating costs: definition & measurement: break-even analysis, business risk (Campus)
• Case study: Charter airline operating decisions & two-part pricing at Disney World (Online)
Week 4 Contenuto sessioni on line e on campus
Pricing & Output decisions (MMH, Ch. 10-2)
• Product differentiation
• Competitive strategy (Campus)
• Porter’s model: the Five Forces Strategic Framework (Online)
Week 5 Contenuto sessioni on line e on campus
Pricing & Output decisions II (MMH, Ch. 10-2)
• Case study: the dynamics of competition of Amazon.com & Xerox
• Market Structures (Campus)
• Price and Output Determination under pure competition (Online)
Week 6 Contenuto sessioni on line e on campus
Pricing & Output decisions II (MMH, Ch. 10-1)
• Price and Output Determination for a Monopolist (Campus)
• The Optimal Markup, Contribution Margin, and Contribution Margin Percentage (Online)
Week 7 Contenuto sessioni on line e on campus
Elements of Game Theory and Strategic Management I (MMH, Ch. 13-4)
• Oligopolistic competition & Game Theory (Campus)
• Normal form vs Dynamic Games (Online)
Week 8 Contenuto sessioni on line e on campus
Elements of Game Theory and Strategic Management II (MMH, Ch. 13-4)
• Competition in quantity/price: Cournot vs Bertrand. (Campus)
• Strategic solutions for the Bertrand’s paradox (Campus)
• Entry deterrence and accommodation: the “Entry Game” (Online)
Week 9 Contenuto sessioni on line e on campus
Elements of Game Theory and Strategic Management III (MMH, Ch. 13-4)
• Market structure: from monopoly to perfect competition (Campus)
• Models of price discrimination (Online)
• Case study: pricing of Apple computer & the “Superjumbo Dilemma” (Online)
Week 10 Contenuto sessioni on line e on campus
Organizational Architecture & Regulation I (MMH, Ch. 15-7)
• Contract theory and cooperative games (Campus)
• Incomplete information/contracts (Online)
Week 11 Contenuto sessioni on line e on campus
Organizational Architecture & Regulation II (MMH, Ch. 15-7)
• Asymmetric information: moral hazard vs adverse selection (Campus)
• Corporate governance (Online)
Week 12 Contenuto sessioni on line e on campus
Organizational Architecture & Regulation III (MMH, Ch. 15-7)
• Principal agent problems (Campus)
• Case study: Executive stock options at Microsoft (Online)