|






  

   

=  
 

It will build upon and develop the

economic concepts introduced in level 1.
  




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"

_ ^ow can we explain what underlies consumer

behaviour?

_ What factors affect consumer demand for goods and

services?

_ To what extent is a person¶s demand influenced by

changes in income or in the prices of competitive
goods?

_ ^ow do firms organise themselves to meet consumer

demands?
  




 ! 


"

_ What factors influence a firms goals and behaviour?

_ What is the relationship between a firm¶s output, its cost

and profitability?

_ ^ow do firms decide on their pricing strategy?

_ ^ow can a firm influence the degree of competition in

the market place?
#$##

_ There will be a series of weekly lectures

_ Eight tutorials in two blocks of four

_ Lasttwo weeks will be used solely for

reflection and revision.
$#  

_ =ppreciate and evaluate the operations of a firm through
an economics framework.

_ Consider the position of the firm within it¶s competitive

environment.

_ =nalyse various pricing strategies available to the firm.

_ =ppreciate the goals of firms and constraints upon those

goals.

  

_ Introduction and key economic concepts

_ Consumer and market demand
_ Supply, costs and profit
_ Firms¶ objectives and behaviour
_ Markets structures
_ Pricing in theory and practice
 %

_ & 
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_ =




 



   

=





_ =

#  [ r
##

_ Comprising integrated elements, the first


 second 

=





_ )  [ r
weighting:

_ *  examination [
i) answer r multiple choice questions [

 weighting)

ii) answer +

 , question from a

choice of three [
 weighting)
=





To pass the module, students must

obtain an overall weighted average of at
least 4 over the assignment and
examination.





_Dou must have achieved less than 4 on either
or both) the assignment or examination.

_To Resit you can retake either of the above where

you achieved below 4.
| -|

Dou must submit your assignment via

  through the module Bb site.
=

# 

_ This is an individual assignment. Dou must

not work together with another student).

_ The assignment has a
 weighting within

the overall assessment of the module.

_ The assignment is split into two integrated

components, the first with a 2 weighting,
the second 3.
=

# 

_ The two components of the overall assignment

will be completed, submitted and marked
separately.

_ The first component in the first term, the second

component in the second term.

_ Feedback on the first component will be of

assistance to your success on the second.
=

# 

_ 


 %%% 
(-'.'


( 
(
(



%%'

  
Requirements of the =ssignment:

_ Dou are a management consultant hired by a

firm.

_ They require you to present to the firm a five

page report;

_ Two pages maximum for the first component

and three pages maximum for the second
component.
Requirements of the =ssignment:

_ Each page must by typed by using =rial,

_ Font size 12,

_ Using single line spacing,

_ Portrait with a top and bottom margins of 2.
4 cm

_ Left and right margins of 3.17 cm these are the Word

defaults).
 '%#     

  *

_ = title page for each component with your name,

tutors name etc. No other information should be
included on this title page.

_ =n index page.

_ =dditional page or pages for references and

bibliography.

_ =n appendix to include, if you should so wish, tables,

diagrams or maps. They must have been referred to
and cross referenced within the text.
=

# 

= 
)

(

 '%# 
/
 
-
 % 2 overall module
assessment weighting)

_ D

  
    
 
   

_     
   

    !  
"

_ D

  
    
    

  
=

# "

_ Identify a firm you wish to analyse.

_ This firm could be in any sector of the economy, be of

any size and operate regionally, nationally or
internationally.

_ It could be a large multinational or a small owner

managed enterprise in manufacturing, servicing or
primary production.

_ If investigating a large multinational company producing

a range of products you might confine yourself to just
one of their products in a specified market area, for
example solely in the UK.

%(

#   
 

_ =nalyse the position of your firm within your

defined market, including«

_ an analysis of estimates of market share,

_ the number and type of competitors etc.

_ any recent changes in market position & market

developments should be noted and analysed.
=

# "

_ When you submit your assignment,

complete and hand in with your
assignment the«
+-
 %* - ,.
=( 

_ ´ of the marks will be awarded for your

analysis of the above.

_ 2 for presentation. It is within the

presentation element that you might be
deducted marks for exceeding the word count
and/or poor referencing.
Word of Caution«

_         



    

  
 #  
$     
     


  

_  
       
 
      
 

 % 3 overall module
assessment weighting)

_    
  

  %
  á
 
&
&0=/1=2|&.-

3/&0

1. Identify the competitive structure of the

market in which the firm operates.

#      

  

 

       
 

$
&0=/1=2|&.-

3/&0

2. Propose a strategy for the firm to improve their market

position and as a result anticipate the likely position of
the firm and the industry by the end of the year 21.

=  ' (   '   (   

            
  
     
      
 


       


  
     
         $
=( 

_ 4 of the marks will be awarded for your

analysis of the competitive structure.

_ 4 for your future strategy and anticipated

position of the firm and industry by the end of
21.

_ 2 for presentation.

 %

When you submit your assignment, also

complete and hand in the µSecond
Component - Feedback Sheet¶

 #$
"
_ Worthington, I. Britton, C. & Rees, =. 2
)
›   ) *
 +›  F.T. Prentice
^all

_ Mc=leese, D. 21), ›    *
  2nd

Edition, FT Prentice ^all

_ Mulhearn, C. Vane, ^. & Eden, J. 21), ›   

 *
  Palgrave.

_ ^ornby, W. Gammie, B & Wall, S. 21), *
 

›    2nd Ed. FT. Prentice ^all.
=ll the Best!