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Applied Economics and Business

Code: 103140
Credits: 6
2026/2027
Degree programme Type Course
Advertising and Public Relations FB 1

Contact lecturer

Name :
Oriol Roca Sagales
Email :
oriol.roca@uab.cat

Teaching staff

Paloma Heredia Ruiz

Teaching staff (external to UAB)

olga.manrique@uab.cat

Group languages

You can consult this information at the end of the document.

Prerequisites

No previous knowledge of economics is necessary.

Objectives

It is an introductory subject for first year students on their first semester.

The subject provides the basic tools of economic analysis to allow analyzing and understanding the functioning of market economies, emphasizing the behavior of companies and the different market structures.

The content of the subject will be sensitive to aspects related to gender perspective.

The training objectives in this subject can be synthesized in the following points:

1. Acquire the basic theoretical knowledge of micro and macroeconomics

2. Understand the functioning of market mechanisms (supply, demand) in different contexts

3. Demonstrate the acquisition of knowledge through written and oral expression.

Learning outcomes

  • CM04 (Critically evaluate the impact of the market economy on the construction of social models and values.) Critically evaluate the impact of the market economy on the construction of social models and values.
  • KM05 (Identify the fundamental basis of market economics and business and its relationship with the different areas of persuasive communication.) Identify the fundamental basis of market economics and business and its relationship with the different areas of persuasive communication.
  • SM05 (Operate with concepts specific to economic science such as: supply and demand, costs and production, monetary and fiscal policy, in the context of the advertising and public relations business.) Operate with concepts specific to economic science such as: supply and demand, costs and production, monetary and fiscal policy, in the context of the advertising and public relations business.

Contents

Part I: The Market Economy

1.- The economy and the firm as objects of study

Introduction and general concepts

2.- The market economy

The functioning of the market economy. Analysis of demand. Analysis of the offer. The equilibrium of the market.

3.- Introduction to macroeconomics

Aggregate demand and aggregate supply. Money, banks and monetary policy. Fiscal policy


Part II: The firm

4.- Costs and production

The factors and the product. Economies and diseconomies of scale. The production costs.

5.- Firms in competitive markets

Perfect competition. Behaviour of firms and the maximization of benefits.

6.- The markets of imperfect competition

The monopoly. Price discrimination. The oligopoly. The monopolistic competition. Advertising.


The course content will be sensitive to issues related to gender perspective and the use of inclusive language.

Learning activities and methodology

Title Hours ECTS Learning outcomes
Master class 33 1.32 CM04, KM05, SM05
Study 87 3.48 CM04, KM05, SM05
Seminars 15 0.6 CM04, KM05, SM05
Tutorials 7.5 0.3 CM04, KM05, SM05

A detailed schedule outlining the content of each session will be presented on the first day of the course and will be available on the course’s Virtual Campus, where students will find the various teaching materials deemed appropriate by the instructors and necessary information for effective course monitoring. Should the teaching modality change for reasons of force majeure according to the competent authorities, the teaching staff will inform students of any modifications to the course schedule and teaching methodologies.

Annotation: within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.

Assessment

Continuous assessment activities

Title Weight Hours ECTS Learning outcomes
Tests and practical cases 15% 2 0.08 CM04, KM05, SM05
Final Exam 35% 2.5 0.1 CM04, KM05, SM05
written tests 50% 3 0.12 CM04, KM05, SM05

Continuous assessment

The evaluation of the subject will be carried out continuously throughout the semester taking into account the following criteria: The final grade will be in accordance to the following evaluation acts and corresponding weights:

1) To pass the course it will be essential to obtain an average grade equal to or greater than 5.

2) 15% of the final grade corresponds to exercises, practical cases in the classroom and case studies uploaded through the Virtual Campus.

3) 50% of the final grade corresponds to two written tests to be done in class.

4) 35% of the final grade corresponding to the final exam.


Students who have participated in the continuous assessment and fail, may overcome the result provided they have obtained a minimum score of 3 points, and have attended the ordinary review of the grade. The grade reached in the second chance exam (re-evaluation activity) will be the final grade. The second chance exam will take place within the period established in the academic calendar of the faculty.

All failed activities, may have a second chance whenever the student has been evaluated in a minimum of 2/3 of the total evaluable activities.

Single assessment (for those students whose application has been accepted)

Choosing this assessment option implies waiving continuous assessment. All examinations or activity submissions will take place on the same date.

The activities of single assessment are: theoretical exam (40%), exercises (35%), and written review of a book to be agreed with the instructor (25%).

All the activities of the single assessment are recoverable. The student may have a second chance whenever has been evaluated in a minimum of 2/3 of the total evaluable activities.


Students who begin the evaluation process exhaust the call and will have a final grade of passed or failed for the subject, in no case ofnot presented. The only exception is in the case of students who have opted for continuous assessment and have only presented for one of the three written exams, in which case, the grade is 'no grade reported'.


From the second enrollment onwards, the assessment of the course may consist of a comprehensive examination that allows for the evaluation of the learning outcomes specified in the course syllabus. In this case, the final grade for the course will correspond to the grade obtained in the comprehensive examination. Details of the examination will be communicated in due course to students who choose this assessment option.


Artificial Intelligence

In this course, the use of Artificial Intelligence (AI) technologies is permitted as an integral part of assignment development, provided that the final outcome demonstrates a significant contribution from the student in terms of analysis and personal reflection. Students must clearly identify any content generated using AI, specify the tools employed, and include a critical reflection on how these technologies have influenced both the process and the final result of the assignment. Failure to disclose the use of AI in this assessed activity will be considered a breach of academic integrity and may result in a partial or total penalty to the assignment grade, or more serious sanctions in severe cases.


Plagiarism

In the event that the student performs any irregularity that may lead to a significant variation of an evaluation act, this evaluation act will be graded with 0, regardless of the disciplinary process that could be instructed. In the event, that several irregularities occur in the evaluation acts of the same subject, the final grade for this subject will be 0.In the event that the student performs any irregularity that may lead to a significant variation of an evaluation act, this evaluation act will be graded with 0, regardless of the disciplinary process that could be instructed. In the event, that several irregularities occur in the evaluation acts of the same subject, the final grade for this subject will be 0.


Irregularities

The performance of any irregularity in an evaluation act (academic fraud, plagiarism or improper use of AI, unless this use is expressly authorized by the teaching guide), which may lead to a significant variation in the grade, assumes that this act will be graded with a 0. In the event that the teaching guide foresees that in order to pass the subject it is an essential requirement to have obtained a minimum grade in this evaluation act or that there are several irregularities in the evaluation acts of the same subject, the final grade of this subject is 0. Apart from this, a disciplinary process may be instructed to the student that incurs any of these irregularities.


Any student suspected of submitting assignments that have been generated by AI, written by others or copied; include unattributed AI-generated content, or fall outside the permitted scope, may be asked to provide the preliminary work or other materials that can demonstrate it is original work and the result of their own authorship. They may also be asked to separately explain or justify their work. Teachers may also use AI detection systems or carry out any verification tasks they deem appropriate. If, after review, the instructor detects irregularities, the assignment may be graded zero, and the student may be subject to further disciplinary action.

Bibliography

Basic references:

-CORE Project, The Economy, free-book: The Economy (core-econ.org)


Duflo, Esther (2019). Good Economics for Hard Times. Publicaffairs.

Krugman, Paul; Wells, Robert; Graddy, Katheryn. (2015) Fonaments d'economia, Editorial Reverté.

Mankiw, Gregory N. (2012). Principios de economia, Thomson-Paraninfo, 6ª ed.

Mazzucato, Mariana (2022). Mission economy. Penguin.

Mochón, Francisco (2009). Economía. Teoría y Política. Ed. McGraw-Hill, 6ª ed.

Raworth, Kate. (2017) Doughnut economy. Seven Ways to Think Like a 21st-Century Economist. Random House Business

Samuelson, Paul; Nordhaus, William (2010). Economía. Ed. McGraw-Hill, 19ª ed.

Torres, Juan. (2017). Introducción a la economía. Piramide

Web pages:

Pàgina web de l'assignatura: http://introduccioeconomia-dea.uab.cat/

Other web pages:

Banco de España: www.bde.es

Instituto Nacional de Estadística: www.ine.es

Ministerio de Economía y Hacienda: www.mineco.es

Fondo Monetario Internacional: www.imf.org

Organización para la Cooperación y el Desarrollo Económico (OCDE): www.oecd.org

Other links:

https://sites.google.com/view/uab-econ4you

Software

Word, power point, excel

Course groups and languages

The information provided is provisional until November 30. After this date, you will be able to consult the language of each group through this link. To access the information, you will need to enter the course CODE

Type of teaching Group Language Semester Shift
(TE) Theory 5 Catalan second semester afternoon
(SEM) Seminars 51 Catalan second semester afternoon
(SEM) Seminars 52 Spanish second semester afternoon