Module Catalogue 2019/20

ACE2012 : Consumer and Business Economics

  • Offered for Year: 2019/20
  • Module Leader(s): Dr Francisco Areal
  • Other Staff: Dr Luca Panzone
  • Owning School: Natural and Environmental Sciences
  • Teaching Location: Newcastle City Campus
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0
Pre Requisites
Code Title
ACE1006Introductory Business Economics
ECO1017Introductory Economics
Pre Requisite Comment

This module aims to deliver intermediary level content on the economics of consumer demand and business, therefore it is imperative that students taking this module have at least a introductory level of understanding of economic reasoning and theories.

Co Requisites
Co Requisite Comment



To enable students to understand how economic theory and numerical analysis can be used to aid marketing and management decision-making in businesses. The module builds upon introductory economics and examines applications in business economics at an intermediate level. The course is divided into two. The first semester considers consumer and behaviour economics and provides some empirical applications from a marketing perspective. The second considers focus on the economics of business strategy and covers standard models to understand firm business decisions. It will also provide empirical applications and introduce decision on different market structures. Throughout, concepts and applications are made relevant to real world examples.

Outline Of Syllabus

Indicative module content
Consumer Demand
* Consumer Demand Theory
* Principles of behaviour economics
* Demand Curve Estimation and Forecasting
* Welfare economics

Firm Supply and Market Structure
* Production and Cost Analysis
* Costs of doing business (Sunk costs & Transaction costs)
* Pricing Practices
* Risk management
* Market Structure: Monopolistic Competition and Oligopoly.

Learning Outcomes

Intended Knowledge Outcomes

By the end of the module students should be able to:
1. develop an awareness, appreciation and capacity to employ findings, research techniques and principles of managerial economics of the consumer, the firm and the market;
2. be able to use written and diagrammatic exposition to explain the economic theory of the consumer, the firm and the market; and
3. be more aware of the relevance of economics to firms' management and marketing decision-making

Intended Skill Outcomes

By the end of the module students should have:
1. improved subject specific skills for the understanding of the use of consumer and business economics reasoning in decision making.
2. Improved general intellectual skills in problem solving, data analysis, interpretation and presentation.
3. Improved writing skills which are both subject specific and generic.

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion19:309:30preparation and completion of Semester 2 examination
Guided Independent StudyAssessment preparation and completion19:309:30preparation and completion for Semester 1 examination
Scheduled Learning And Teaching ActivitiesLecture162:0032:00N/A
Guided Independent StudyDirected research and reading171:0071:00research and reading using recommended materials
Scheduled Learning And Teaching ActivitiesWorkshops22:004:00The workshops' goal is provide to a practical application of material taught in class.
Guided Independent StudyIndependent study130:0030:00research and reading beyond the taught material
Guided Independent StudyIndependent study144:0044:00Lecture and workshop preparation and follow up
Teaching Rationale And Relationship

The lectures build on, and extend economics in Stage 1. The aim is to improve awareness and understanding of marketing and managerial decision-making. In particular, the lectures provide an economic framework within which marketing and managerial decision-making is undertaken. Diagrammatical exposition is used to examine economic behaviours of the consumer and firm, and to examine how markets behave. Statistical regression analysis and numerical problem-solving methods are examined as important aids to decision-making. A key focus is on the interpretation of data analysis to aid decision-making, especially the ability to interpret and present results to non-specialists.
Lectures provide a skeletal framework and students are expected to review and supplement lecture material from textbooks and material from Blackboard. Independent study and formative essays consolidate learning and improve both generic and economics-specific writing and presentational skills.

Workshops will offer the students to apply the knowledge in class to a practical example. These sessions are designed to give students a chance to learn by doing and discussing with their peers. The workshops will be capped to a maximum of 40 students per session, so there may be multiple sessions in a week and these need to be timetabled.

Reading Lists

Assessment Methods

The format of resits will be determined by the Board of Examiners

Description Length Semester When Set Percentage Comment
Written Examination901A50This exam covers the material in the first semester
Other Assessment
Description Semester When Set Percentage Comment
Written exercise2M251000 word reflection on a general press article covering topics from the material in class
Written exercise2M251000 word essay based on material covered in class. Students will chose between one of 2 essays questions
Formative Assessments
Description Semester When Set Comment
Assessment Rationale And Relationship

Semester 1 Examinations test student learning. In particular, examinations assess the awareness, appreciation and capacity to employ findings, research methods and principles of consumer economics. The midterm formative essay will assess the concepts covered until the week before the test and will mainly assess understanding of economics concepts and reasoning.

The Semester 2 will be entirely coursework based. The students will have two pieces of assessment, that contribute 25% each to the overall module mark. Students will have a to write a 1000 word reflection by the middle of the semester reflecting on newspaper article relevant to the first part of material covered in class. The student will then have an essay based exercise that will test their learning of the economic concepts taught along the semester.


Past Exam Papers

General Notes


Disclaimer: The information contained within the Module Catalogue relates to the 2019/20 academic year. In accordance with University Terms and Conditions, the University makes all reasonable efforts to deliver the modules as described. Modules may be amended on an annual basis to take account of changing staff expertise, developments in the discipline, the requirements of external bodies and partners, and student feedback. Module information for the 2020/21 entry will be published here in early-April 2019. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.