Module Information

Module Identifier
Module Title
Academic Year
Semester 1
Other Staff

Course Delivery

Delivery Type Delivery length / details
Lecture 22 Hours.
Seminars / Tutorials 5 Hours.


Assessment Type Assessment length / details Proportion
Semester Assessment 2 pieces of coursework  First essay second essay and assessed exercise  20%
Semester Exam 2 Hours   80%
Supplementary Exam 2 Hours   Repeat Failed Elements or equivalent  100%

Learning Outcomes

On successful completion of this module students should be able to:

  • Be able to apply the rational choice framework to consumption and other decisions;

* Be familiar with the limitations of mainstream consumer theory and able to appreciate alternative approaches and their drawbacks;

* Have an appreciation of the structure-conduct-performance paradigm and the extent to which it may be used to regulate markets.


This module builds on the foundation provided in the introductory microeconomics module EC10120, extending and deepening your knowledge of the concepts and techniques of neoclassical microeconomics. Our particular concern will be the analysis of rational choices by households and firms under conditions of certainty and independence of action. Having gained an extended understanding of the rational choice model under these basic conditions, you will then be in a position to proceed, in your third year, to the study of choice under uncertainty and strategic choice under conditions of interdependence (in EC31020 Advanced Topics in Microeconomics).

Brief description

This module teaches essential concepts in microeconomic theory, and comprises discussions of consumer behaviour, the theory of the firm, and welfare economics.


  • Utility maximization, consumer choice and the demand function
  • The economics of information and uncertainty
  • Cognitive theory and consumer behaviour
  • Costs and the demand for inputs
  • Profit maximization and market power
  • Price discrimination
  • Government and regulation

Transferable skills

Independent work on assessed coursework requiring basic research skills;
General economic and financial analysis of contemporary issues
Use of internet resources to assess relevant pages (such as that of the Competition Commission)

Reading List

Recommended Text
Frank, R Microeconomics and Behaviour 6th edition McGraw-Hill International Primo search


This module is at CQFW Level 6