Ing. Šárka Květoňová, Ph.D.

Department of Information Systems (UIFS)

• Ability to apply the basic economical principles into the present and constantly changing online economics.
• Ability to define and formulate e-commerce as the specific market for good and identify the basic characteristic e-commerce domain.
• Ability to identify the costs of production of information and market structure for information goods.
• Understanding of customer strategies during the product selection.
• Ability to apply the economical tools for the purpose of a critical appraisal the possibilities for pricing and versioning of information goods.
• Ability to identify industrial branches and products usable as closed and positive feedback. Explanation of an impact of the standards on information products and technology.
• Critical appraisal of the effects and impacts of the present and planned government measures for IS/IT domain.

Not applicable.

Not applicable.

Not applicable.

Kolektiv autorů: Online marketing. 1. vydání Praha: Computer Press, 2014. ISBN: 978-0-251-41557.
MALLYA, T.: Základy strategického řízení a rozhodování. 1. vydání. Praha: Grada Publishing a.s., 2007. ISBN: 80-24719-11-8.
Johns, A.: Pirátství - Boje o duševní vlastnictví od Gutenberga po Gatese. 1. vydání Brno: Host, 2014. ISBN 978-80-7294-711-9.
ZUZÁK, R.: Strategické řízení podniku. 1. vydání. Praha: Grada Publishing a.s., 2011. ISBN 978-80-247-4008-9.
MALÝ, Josef. Oceňování průmyslového vlastnictví: nové přístupy. 1. vydání. Praha: C. H. Beck, 2007. 182 s. ISBN 978-80-7179-464-6.
Macho-Stadler And J. D. Perez-Castrillo. An Introduction to the Economics of Information: Incentives and Contracts. 2001. 0-19-924325-5
P. Bolton, M. Dewatripont. Contract Theory. 2005. 978-026202576
J. Laffont And D. Martimort. The Theory of Incentives: The Principal-Agent Model. 2002. 978-069109184
B. Salanie. The Economics of Contracts. 2005. 978-026219525
Veber, Jaromír a kol.(2000): Management: Základy, prosperita, globalizace.
C. Shapiro and Varian, H. (1999), Information Rules - A  Strategic Guide to the Network   Economy, Harvard Business School Press, Boston, Massachusetts.
Varian, Hal R. (1998): Markets for Information Goods.
Downes, Larry - Mui, Chunka (1998): Unleashing the Killer App: Digital Strategies for Market Dominance
Fiala, P.: Síťová ekonomika. 1. vydání Praha: Professional Publishing,  2008.ISBN 80-86946-69-6.
COURCOUBETIS, C., Weber, R.: Pricing Communication Networks: Economics, Technology and Modelling. Wiley,2003. ISBN: 978-0-470-85130.
FOTR, J., HÁJEK, S. a kol.: Tvorba strategie a strategické plánování. 1. vydání. Praha: Grada Publishing a.s., 2012. ISBN 978-80-247-3985-4.
JANOUCH, V.: Internetový marketing. 1. vydání Praha: Computer Press, 2010. ISBN 978-80-251-2795-7.
HANNA, Nessim; DODGE, Robert. Pricing: Zásady a postupy tvorby cen. 1. vydání. Praha: Management Press, 1997. 203 s. ISBN 80-85943-34-4.

Not applicable.

The individual task (4 points).
The project (14 points).
PC labs (6 points).
A mid-term test (20 points).
A final exam (56 points).

Czech

Not applicable.

The main goal of the course is an explanation of factors determining a success of ICT products in context of their modern usage. The principal domain is the use of standard microeconomic analyses in a very fast changing area of information products and infrastructure. Key aspects are: intellectual property and copyright, branch regulations, and structure of information sectors.

A mid-term test, individual task, presentation of the project, a final exam. The minimal number of points which can be obtained from the final exam is 20. Otherwise, no points will be assigned to the student.
The attandance in PC labs is awarded points. A possibility of  a substitute is by an individual task.

• Programme IT-MGR-2 Master's

  branch MBI , any year of study, winter semester, 5 credits, elective
  branch MPV , any year of study, winter semester, 5 credits, elective
  branch MSK , any year of study, winter semester, 5 credits, elective
  branch MBS , any year of study, winter semester, 5 credits, elective
  branch MMM , any year of study, winter semester, 5 credits, elective
  

• Programme MITAI Master's

  specialization NADE , any year of study, winter semester, 5 credits, elective
  specialization NBIO , any year of study, winter semester, 5 credits, elective
  specialization NGRI , any year of study, winter semester, 5 credits, elective
  specialization NNET , any year of study, winter semester, 5 credits, elective
  specialization NVIZ , any year of study, winter semester, 5 credits, elective
  specialization NCPS , any year of study, winter semester, 5 credits, elective
  specialization NSEC , any year of study, winter semester, 5 credits, elective
  specialization NEMB , any year of study, winter semester, 5 credits, elective
  specialization NHPC , any year of study, winter semester, 5 credits, elective
  specialization NISD , any year of study, winter semester, 5 credits, elective
  specialization NIDE , any year of study, winter semester, 5 credits, elective
  specialization NISY , any year of study, winter semester, 5 credits, elective
  specialization NMAL , any year of study, winter semester, 5 credits, elective
  specialization NMAT , any year of study, winter semester, 5 credits, elective
  specialization NSEN , any year of study, winter semester, 5 credits, elective
  specialization NVER , any year of study, winter semester, 5 credits, elective
  specialization NSPE , any year of study, winter semester, 5 credits, elective
  

• Programme IT-MGR-2 Master's

  branch MMI , 2. year of study, winter semester, 5 credits, compulsory
  

8 hours, compulsory

Ing. Šárka Květoňová, Ph.D.