Universität Wien

040070 UK The Economics of Advertising (BA) (2014W)

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Continuous assessment of course work

Advertising, Marketing, Economics
Moodle

Registration/Deregistration

Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).

Details

max. 60 participants
Language: English

Lecturers

Classes (iCal) - next class is marked with N

  • Wednesday 08.10. 11:30 - 13:00 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Wednesday 15.10. 11:30 - 13:00 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Wednesday 22.10. 11:30 - 13:00 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Wednesday 29.10. 11:30 - 13:00 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Wednesday 05.11. 11:30 - 13:00 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Wednesday 12.11. 11:30 - 13:00 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Wednesday 19.11. 11:30 - 13:00 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Wednesday 26.11. 11:30 - 13:00 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Wednesday 03.12. 11:30 - 13:00 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Wednesday 10.12. 11:30 - 13:00 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Wednesday 17.12. 11:30 - 13:00 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Wednesday 07.01. 11:30 - 13:00 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Wednesday 14.01. 11:30 - 13:00 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Tuesday 20.01. 11:30 - 13:00 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
  • Wednesday 21.01. 11:30 - 13:00 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
  • Wednesday 28.01. 11:30 - 13:00 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß

Information

Aims, contents and method of the course

The course is based on Kyle Bagwell's "The Economic Analysis of Advertising”.

Content:

Views on advertising
Empirical regularities
Basic monopoly model
Advertising and price setting
Advertising and Quality
Advertising and entry
Other topics in marketing

Assessment and permitted materials

Final exam (45%) will cover all the main topics of the course; a term paper that reviews a specific area of the economics of advertising to be selected by a student (45%); class participation (10%).

Minimum requirements and assessment criteria

The aim of this course is to introduce students to the economics of advertising. During the course we will examine several complementary views on why we observe advertising in practice, how firms use advertising in their competition with others, how consumers respond and how government regulates it. The course will predominantly focus on theoretical studies of advertising, but when appropriate, empirical evidence will be discussed too.

Examination topics

Course will contain weekly lectures with a final exam and a term paper. Students will also present a scientific article in the last two weeks of classes.

Reading list

Kyle Bagwell, "The Economic Analysis of Advertising”, published in Mark Armstrong & Robert Porter (ed.), 2007. "Handbook of Industrial Organization," Handbook of Industrial Organization, Elsevier, edition 1, volume 3, number 1, 00.

can be downloaded here: http://www.sciencedirect.com/science/article/pii/S1573448X06030287

Association in the course directory

Last modified: Mo 07.09.2020 15:28