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◎課程簡介(目標與概述)
本課程爲應用經濟學的理論和方法於企業經營管理的一門應用經濟學。討論的課題包括消費者與市場需求、生産成本與供給、市場結構與市場力量、定價策略、競爭策略、訊息不對稱影響、誘因機制與組織管理，經濟管制等。除相關理論與分析方法的介紹外，亦利用有關案例的說明與討論，以充分建立理論與實務的關聯。另外，也會應用日常生活的實例，讓學生知道如何將所學應用到現實世界的實例，而可以大大提升學生的學習興趣。上課採取投影片的方式，同學可以下載講義。給同學講義的目的，是希望同學上課能專心聽講，只需加註解以及記錄另外補充的教材，不必忙著分心又聽又寫的，唯恐漏了哪一段。
講義不能取代課本，預習時先看講義比較容易進入狀況，上完課後再讀課本複習，才能真正理解。講義也不會只限於課本的內容，會有額外補充教材，同學在課堂上如果聽不懂的可以隨時發問、或者下課休息或者在
office hour 到我研究室問清楚。
Managerial Economics develops simple, practical tools and concepts for
business students as well as practical managers. Written in simple,
accessible style, the text-book presents the essentials of managerial
economics.
It uniquely integrates the discipline to other managerial functions,
including accounting, finance, human resource management, and marketing.
Managerial Economics teaches students how to make better business
decisions, not how to build models.
◎授課內容：
學期課程內容:
(一)第01章 基本觀念
(二)第02章 需求
(三)第03章 彈性
(四)第04章 供給
(五)第05章 競爭市場
(六)第06章
經濟效率
(七)第07章
貿易
(八)第08章
成本
(九)第09章
獨占
(十)第10章
訂價策略
(十一)第11章
策略性的思考
Contents::
1. Introduction to Managerial Economics
What is Managerial Economics?
Preliminaries
Timing
Organization
Markets
Global Integration
Summary
2. Demand
Introduction
Individual Demand
Demand and Income
Other Factors in Demand
Market Demand
Buyer Surplus
Business Demand
Summary
Math Supplement
SUVs and gasoline prices
3. Elasticity
Introduction
Own-Price Elasticity
Forecasting Quantity Demanded and Expenditure
Other Elasticities
Adjustment Time
Estimating Elasticities
Summary
Math Supplement
New York MTA Subway
4. Supply
Introduction
Short-Run Costs
Short-Run Individual Supply
Long-Run Individual Supply
Market Supply
Seller Surplus
Labor Supply
Elasticity of Supply
Summary
Math Supplement
Bestar, Canadian furniture manufacturer
5. Competitive Markets
Introduction
Perfect Competition
Market Equilibrium
Supply Shift
Demand Shift
Adjustment Time
Summary
Math Supplement
Frontline, independent tanker operator
6. Economic Efficiency
Introduction
Conditions for Economic Efficiency
Adam Smith's Invisible Hand
Decentralized Management
Decentralized Management
Summary
China's food crisis
7. Costs
Introduction
Economies of Scale
Economies of Scope
Experience Curve
Opportunity Cost
Transfer Pricing
Sunk Costs
Statistical Methods
Summary
Airbus and Boeing
8. Monopoly
Introduction
Sources of Market Power
Monopoly Pricing
Demand and Cost Changes
Advertising
Research and Development
Market Structure
Monopsony
Summary
Math Supplement
Eli Lilly: Prozac
9. Pricing Policy
Introduction
Uniform Pricing
Complete Price Discrimination
Direct Segment Discrimination
Location
Indirect Segment Discrimination
Bundling
Selecting the Pricing Policy
Summary
Summary
Emirates Airlines
10. Strategic Thinking
Introduction
Nash Equilibrium
Randomized Strategies
Competition or Coordination
Sequencing
Strategic Moves
Conditional Strategic Moves
Repetition
Summary
Coke vs. Pepsi
11. Oligopoly
Introduction
Pricing
Capacity
Price/Capacity Leadership
Restraining Competition
Antitrust (Competition) Policy
Summary
Math Supplement
Sprint and Nextel
◎授課方式： 授課方式本課程採課堂講授與討論並行之授課方式，先由教師介紹管理上的相關問題，激發同學研討的興趣，再介紹相關理論與分析方法，最後再由相關案例的說明與課堂討論，結束該單元之課堂教學。
每次上課之前，將先行分發相關管理案例供同學作課前的研習，以大略瞭解講授單元的主題，之後再藉課後習題的演練，加深同學對講授單元問題的瞭解與分析方法的掌握。
◎評分方式：期中考 (30%), 期末考 (40%),平常成績 (30%)
◎上課用書：
主要教科書：王國樑，管理經濟學，二版，東華書局，2006。
參考書目：（學生應遵守智慧財產權及不得非法影印，點這裡看二手書資訊）
1.Hirschey, Mark, Managerial economics, 2nd ed., South-Western, 2000。
2.Kreps, David M., Microeconomics for Managers, Norton,2004。
3.Maurice, S. Charles and Christopher R. Thomas, Managerial Economics, 7th ed., McGraw Hill, 2002。
4.方博亮與林祖嘉，管理經濟學，三版，智勝文化，2007。
5.網頁:http://www.comp.nus.edu.sg/~ipng/mecon.htm
◎其他備註：
課程相關英文單字:
Managerial Economics,Organization ,Global Integration,Individual
Demand,Buyer Surplus,Own-Price Elasticity,Estimating
Elasticities,Forecasting Quantity Demanded and Expenditure,Short-Run
Individual Supply ,Long-Run Individual Supply ,Market Supply ,Seller
Surplus ,Labor Supply,Perfect Competition ,Market Equilibrium
Supply Shift,Conditions for Economic Efficiency ,Adam Smith's Invisible
Hand ,Decentralized Management ,Decentralized Management ,Economies of
Scale ,Economies of Scope ,Experience Curve ,Opportunity Cost ,Transfer
Pricing ,Sunk Costs ,Sources of Market Power ,Monopoly Pricing ,Demand
and Cost Changes ,Advertising ,Research and Development ,Market
Structure
◎考試型式：
考試形式為選擇題、計算題與簡答題。
期中考占總成績30%
期末考占總成績40%
◎其他需求：
(1)自行到學校的『課業輔導系統』下載每週的課程教材。
(2)每週都有指定研讀資料，請同學事先預習。
(3)請勿遲到、請把手機關無聲。
(4)上課點名與平常表現:占總成績30%。
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