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ACE2012 : Consumer and Business Economics

  • Offered for Year: 2021/22
  • Module Leader(s): Dr Francisco Areal
  • Lecturer: 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


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 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.

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Structured Guided LearningLecture materials101:0010:00Online material semester 1
Structured Guided LearningLecture materials80:304:00Online material semester 2
Guided Independent StudyAssessment preparation and completion135:0035:00Online - Take home coursework; produce a report including quantitative analysis
Guided Independent StudyAssessment preparation and completion80:253:20Semester 2 - Online quizzes via Canvas (formative)
Scheduled Learning And Teaching ActivitiesLecture91:009:00Present in Person Lectures (to run as SO where PiP is not permitted)
Guided Independent StudyDirected research and reading52:0010:00Semester 2. Online-module lecturer will give students relevant reading for module topics
Structured Guided LearningStructured research and reading activities201:0020:00N/A
Guided Independent StudyProject work140:0040:00Semester 1
Scheduled Learning And Teaching ActivitiesDrop-in/surgery101:0010:00Synchronous Lectures using Zoom
Guided Independent StudyIndependent study110:0010:00Semester 1
Guided Independent StudyIndependent study139:4039:40Semester 2
Scheduled Learning And Teaching ActivitiesModule talk51:005:00Semester 1 (Syncronous Online)
Scheduled Learning And Teaching ActivitiesModule talk41:004:00Synchronous Lectures using Zoom
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.
Online lectures provide a skeletal framework and students are expected to review and supplement lecture material from textbooks and material from Canvas. Independent study and formative essays consolidate learning and improve both generic and economics-specific writing and presentational skills.
Students will be able to apply the theory into practice through practical examples

Assessment Methods

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

Other Assessment
Description Semester When Set Percentage Comment
Written exercise1M501000 word report
Written exercise2M501000 Word essay
Assessment Rationale And Relationship

Semester 1 written assessment will test student learning. In particular, assess the awareness, appreciation and capacity to employ findings, research methods and principles of consumer economics.

The Semester 2 will be entirely coursework based. The students will have one piece of assessment, that contribute 50% to the overall module mark. Students will have a to write a 1000 word reflection reflecting on newspaper article relevant to the material covered in class

Reading Lists