General Information
This subject builds on the microeconomic principles learnt in the Principles of Economics subjects and provides an analysis of the way in which the market system functions as a mechanism for coordinating the independent choices of individual economic agents. This subject provides a practical application of microeconomic theory to enable business decision-making in the context of dynamic market conditions. More specifically, it will examine the theory of consumer choice, isoquant theory of production, allocative efficiency and competition, models of monopolistic competition and oligopoly, input pricing, pricing strategy and microeconomic policies to address problems of market failure. Game Theory and its application to managerial decision-making is also introduced. Upon completion, students should be able to identify and evaluate consumer and business alternatives in order to achieve economic objectives efficiently.
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Details
Academic unit: Bond Business School Subject code: ECON12-201 Subject title: Markets and Corporate Behaviour Subject level: Undergraduate Semester/Year: September 2023 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Seminar: x12 (Total hours: 24) - Seminar 1
- Seminar: x12 (Total hours: 24) - Seminar 2
- Personal Study Hours: x12 (Total hours: 72) - Recommended study time & reviewing materials
Attendance and learning activities: Attendance at all class sessions is expected. Students are expected to notify the instructor of any absences with as much advance notice as possible. -
Resources
Prescribed resources: Books
- Jeff Prince,Michael Baye (2014). Managerial Economics & Business Strategy. 8th, McGraw-Hill Education 640
iLearn@Bond & Email: iLearn@Bond is the Learning Management System at Bond University and is used to provide access to subject materials, class recordings and detailed subject information regarding the subject curriculum, assessment, and timing. Both iLearn and the Student Email facility are used to provide important subject notifications.
Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.
To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au
| Academic unit: | Bond Business School |
|---|---|
| Subject code: | ECON12-201 |
| Subject title: | Markets and Corporate Behaviour |
| Subject level: | Undergraduate |
| Semester/Year: | September 2023 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Standard |
| Workload items: |
|
| Attendance and learning activities: | Attendance at all class sessions is expected. Students are expected to notify the instructor of any absences with as much advance notice as possible. |
| Prescribed resources: | Books
|
|---|---|
| iLearn@Bond & Email: | iLearn@Bond is the Learning Management System at Bond University and is used to provide access to subject materials, class recordings and detailed subject information regarding the subject curriculum, assessment, and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au |
Enrolment requirements
| Requisites: |
Nil |
|---|---|
| Assumed knowledge: |
Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge. Assumed Prior Learning (or equivalent):
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| Restrictions: |
Nil |
Assurance of learning
Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.
At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.
Program Learning Outcomes (PLOs)
Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.
Subject Learning Outcomes (SLOs)
On successful completion of this subject the learner will be able to:
- Analyse decision-making by individual consumers and producers by applying relevant theories to explain different market structures.
- Explain how firms maximise profit and conduct strategic interactions with other firms in an oligopoly environment.
- Analyse price determination in product and input markets under various conditions to explain how firms use market power to extract consumer surplus and how firms use various pricing strategies to achieve these goals in the real world.
- Evaluate the welfare effect of market externalities and policy interventions designed to address these externalities.
- Critically evaluate policies designed to affect individual behaviour and market outcomes.
Generative Artificial Intelligence in Assessment
The University acknowledges that Generative Artificial Intelligence (Gen-AI) tools are an important facet of contemporary life. Their use in assessment is considered in line with students’ development of the skills and knowledge which demonstrate learning outcomes and underpin study and career success. Instructions on the use of Gen-AI are given for each assessment task; it is your responsibility to adhere to these instructions.
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Assessment details
Type Task % Timing* Outcomes assessed Computer-Aided Examination (Open) Final examination. 40.00% Final Examination Period 1,2,3,4,5 Computer-Aided Examination (Open) Short answer questions 30.00% Week 7 (Mid-Semester Examination Period) 1,2,3,4,5 Presentation Individual presentation on welfare implications of different market structure and policy interventions designed to regulate market activities. 30.00% Week 10 1,2,3,4,5 - * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
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Assessment criteria
Assessment criteria
High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment. Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
| Type | Task | % | Timing* | Outcomes assessed |
|---|---|---|---|---|
| Computer-Aided Examination (Open) | Final examination. | 40.00% | Final Examination Period | 1,2,3,4,5 |
| Computer-Aided Examination (Open) | Short answer questions | 30.00% | Week 7 (Mid-Semester Examination Period) | 1,2,3,4,5 |
| Presentation | Individual presentation on welfare implications of different market structure and policy interventions designed to regulate market activities. | 30.00% | Week 10 | 1,2,3,4,5 |
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
Assessment criteria
| High Distinction | 85-100 | Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. |
|---|---|---|
| Distinction | 75-84 | Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. |
| Credit | 65-74 | Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. |
| Pass | 50-64 | Usually awarded to students whose performance meets the requirements set for work provided for assessment. |
| Fail | 0-49 | Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. |
Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Study Information
Submission procedures
Students must check the iLearn@Bond subject site for detailed assessment information and submission procedures.
Policy on late submission and extensions
A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the lead educator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.
Academic Integrity
Bond University‘s Student Code of Conduct Policy , Student Charter, Academic Integrity Policy and our Graduate Attributes guide expectations regarding student behaviour, their rights and responsibilities. Information on these topics can be found on our Academic Integrity webpage recognising that academic integrity involves demonstrating the principles of integrity (honesty, fairness, trust, professionalism, courage, responsibility, and respect) in words and actions across all aspects of academic endeavour.
Staff are required to report suspected misconduct. This includes all types of plagiarism, cheating, collusion, fabrication or falsification of data/content or other misconduct relating to assessment such as the falsification of medical certificates for assessment extensions. The longer term personal, social and financial consequences of misconduct can be severe, so please ask for help if you are unsure.
If your work is subject to an inquiry, you will be given an opportunity to respond and appropriate support will be provided. Academic work under inquiry will not be marked until the process has concluded. Penalties for misconduct include a warning, reduced grade, a requirement to repeat the assessment, suspension or expulsion from the University.
Feedback on assessment
Feedback on assessment will be provided to students according to the requirements of the Assessment Procedure Schedule A - Assessment Communication Procedure.
Whilst in most cases feedback should be provided within two weeks of the assessment submission due date, the Procedure should be checked if the assessment is linked to others or if the subject is a non-standard (e.g., intensive) subject.
Accessibility and Inclusion Support
Support is available to students where a physical, mental or neurological condition exists that would impact the student’s capacity to complete studies, exams or assessment tasks. For effective support, special requirement needs should be arranged with the University in advance of or at the start of each semester, or, for acute conditions, as soon as practicable after the condition arises. Reasonable adjustments are not guaranteed where applications are submitted late in the semester (for example, when lodged just prior to critical assessment and examination dates).
As outlined in the Accessibility and Inclusion Policy, to qualify for support, students must meet certain criteria. Students are also required to meet with the Accessibility and Inclusion Advisor who will ensure that reasonable adjustments are afforded to qualifying students.
For more information and to apply online, visit BondAbility.
Additional subject information
As part of the requirements for Business School quality accreditation, the Bond Business School employs an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Subject curriculum
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Fundamentals of Managerial Economics
Summarises the concepts of goals, constraints, incentives, and market rivalry economic decisions to distinguish economic versus accounting profits and costs. Also explains the role of profits in a market economy, applying the five forces framework to analyse the sustainability of an industry’s profits. Includes several analytic techniques and principles of effective managerial decision-making.
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Demand and Supply
Explains the laws of demand and supply and examines the factors that can cause demand and supply to shift and methods to calculate their effects. Specifically, this includes consumer surplus, producer surplus, price determination in a competitive market, excise taxes, ad valorem taxes, price floors, price ceilings and related factors are considered. The application of supply and demand analysis as a qualitative forecasting tool to see the “big picture” in competitive markets is also demonstrated.
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Quantitative Demand Analysis
The application of various elasticities of demand as a quantitative forecasting tool is examined. Specifically, the relationship between the elasticity of demand and total revenues. Also discusses three factors that influence whether the demand for a given product is relatively elastic or inelastic. The determination of elasticities from linear and log-linear demand functions and the use of regression analysis to estimate demand functions is also demonstrated.
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The Theory of Individual Behaviour
Explains four basic properties of a consumer’s preference ordering and their ramifications for a consumer’s indifference curve. Illustrates the effect of changes in prices and income on an individual’s opportunities and on a consumer’s equilibrium choice. Methods for isolating the substitution and income effects of a price change are explained as is an approach to derive an individual’s demand curve from indifference curve analysis and market demand from a group of individuals’ demands.
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The Production Process and Costs
Examines alternative ways of measuring the productivity of inputs and the role of the manager in the production process. This includes the calculation of input demand and the cost minimising combination of inputs and the use of isoquant analysis to illustrate optimal input substitution. The comparison of various costs, the derivation of a cost function from a production function and the illustration of the average and marginal cost relationship are also presented.
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Managing in Competitive, Monopolistic, and Monopolistic Competitive Markets
Identifies the conditions under which a firm operates as perfectly competitive, monopolistically competitive or monopolistically. Also explains how long-run adjustments impact perfectly competitive, monopoly, and monopolistically competitive firms and the ramifications of each of these market structures on social welfare. The question of whether a firm making short-run losses should continue to operate or shut down its operations is also considered.
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Basic Oligopoly Models
Explains how beliefs and strategic interaction shape optimal decisions in oligopoly environments. Identifies the conditions under which a firm operates in a Sweezy, Cournot, Stackelberg, or Bertrand oligopoly and the ramifications of each for optimal pricing decisions, output decisions, and firm profits. The application of reaction (or best-response) functions to identify optimal decisions and likely competitor responses in oligopoly settings is also presented. The ramifications for market power and the sustainability of long-run profits is explained.
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Game Theory
Applies normal form and extensive form representations of games to formulate decisions in strategic environments that include pricing, advertising, coordination, bargaining, innovation, product quality, monitoring employees and entry to distinguish amongst possible strategies. Also explains the roles of trigger strategies, interest rates and the presence of an indefinite or uncertain final period on achieving cooperative (collusive) outcomes.
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Pricing Strategy
Applies simple elasticity-based mark-up formulas to determine profit-maximising prices in environments where a business enjoys market power, including monopoly, monopolistic competition, and Cournot oligopoly. The formulation of pricing strategies—and the conditions for their optimal application—that permit firms to extract additional surplus from consumers are explained. The effectiveness of price-matching guarantees, brand loyalty programs, and randomised pricing strategies are also examined with respect to their effect on profitability in the context of intense competition.