Course detail

Economics of Information Products

FIT-EIPAcad. year: 2025/2026

  • The course is focused on a description and modeling of the economical / non-economical factors - trends, intellectual property, branch regulations and structure of the information field - determining success of the new information and communication products. An important part is microeconomics. Its basic principles and theoretical background are critical for an optimal ICT products management.

Language of instruction

Czech

Number of ECTS credits

5

Mode of study

Not applicable.

Guarantor

Ing. Šárka Květoňová, Ph.D.

Department

Department of Information Systems (UIFS)

Entry knowledge

Not applicable.

Rules for evaluation and completion of the course

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

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.

Aims

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.

  • Ability to apply the basic economical principles into the present and constantly changing online economics.
  • Ability to define and formulate IT product´s market as the specific market for good and identify the basic characteristic of the present ICT environment in a broader context of today´s society.
  • 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.

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

Kingsnorth, S.: Digital Marketing Strategy: An Integrated Approach to Online Marketing. 3rd Edition, Kogan Page Ltd, 2022. ISBN 9781398605992. (EN)

Recommended reading

Blokdyk, G.: Software Asset Management Tools A Complete Guide. 5STARCooks, 2021. ISBN 978-0655814146. (EN)
Fiala, P.: Síťová ekonomika. 1. vydání Praha: Professional Publishing,  2008.ISBN 80-86946-69-6. (CS)
Hall, S.: Strategie B2B digitálního marketingu. Lingea, 2022. ISBN 978-80-7508-713-3. (CS)
Hanzelková, A.:  Strategické řízení. C.H.Beck-CZ, 2017.  EAN: 9788074006371. (CS)
Johns, A.: Pirátství - Boje o duševní vlastnictví od Gutenberga po Gatese. 1. vydání Brno: Host, 2014. ISBN 978-80-7294-711-9. (CS)
Kingsnorth, S.: Strategie digitálního marketingu: Komplexní přístup k budování strategie pro on-line marketing. Lingea, 2022. ISBN: 978-80-7508-714-0. (CS)
Kislingerová, E.: Cirkulární ekonomie a ekonomika 3. Grada, 2024. ISBN 978-80-247-0809-6. (CS)
Kolektiv autorů: Online marketing. 1. vydání Praha: Computer Press, 2014. ISBN: 978-0-251-41557. (CS)
Kotler, P., Keller, K. L.: Marketing Management.  Grada, 2013. ISBN 978-80-247-4150-5. (CS)
Malý, J.: Oceňování průmyslového vlastnictví: nové přístupy. 1. vydání. Praha: C. H. Beck, 2007. 182 s. ISBN 978-80-7179-464-6. (CS)
Kloudová, J.: Kreativní ekonomika - trendy, výzvy, příležitosti. Grada, 2010. ISBN 978-80-247-3608-2. (CS)
Souček, I., Fotr, J., Hájek, S. a kol.: Tvorba strategie a strategické plánování - Teorie a praxe. Grada, 2020. ISBN 978-80-271-2499-2. (CS)
Veber, J. a kol.: Management inovací. Management Press, 2016. EAN: EK532410. (CS)

Classification of course in study plans

  • Programme MITAI Master's

    specialization NSEC , 0 year of study, winter semester, elective
    specialization NNET , 0 year of study, winter semester, elective
    specialization NMAL , 0 year of study, winter semester, elective
    specialization NCPS , 0 year of study, winter semester, elective
    specialization NHPC , 0 year of study, winter semester, elective
    specialization NVER , 0 year of study, winter semester, elective
    specialization NIDE , 0 year of study, winter semester, elective
    specialization NISY , 0 year of study, winter semester, elective
    specialization NEMB , 0 year of study, winter semester, elective
    specialization NSPE , 0 year of study, winter semester, elective
    specialization NEMB , 0 year of study, winter semester, elective
    specialization NBIO , 0 year of study, winter semester, elective
    specialization NSEN , 0 year of study, winter semester, elective
    specialization NVIZ , 0 year of study, winter semester, elective
    specialization NGRI , 0 year of study, winter semester, elective
    specialization NADE , 0 year of study, winter semester, elective
    specialization NISD , 0 year of study, winter semester, elective
    specialization NMAT , 0 year of study, winter semester, elective

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

Ing. Šárka Květoňová, Ph.D.

Syllabus

  1. Introduction - basic terms and definitions (IT product, strategy, information goods etc.)
  2. Information society
  3. Information & creative economy
  4. Innovation Management - basic concepts
  5. Science, Technology & Society (STS)
  6. Digital marketing - part I. (basic concepts, introduction to brand management)
  7. Digital marketing - part II. (types of digital marketing, metrics to measure success) 
  8. Pricing & versioning of IT products - different strategies 
  9. Software Assets Management (SAM)
  10. Copyright, different types of licences
  11. "Lock-in" & "Vendor lock-in" problem, switching costs
  12. Networks economy
  13. Standards & compatibility

Fundamentals seminar

6 hod., compulsory

Teacher / Lecturer

Ing. Šárka Květoňová, Ph.D.

Exercise in computer lab

12 hod., compulsory

Teacher / Lecturer

Ing. Šárka Květoňová, Ph.D.

Syllabus

  • Introduction to JA StartUp program
  • Solution of the partial tasks (documentation, firm´s logo, production of a promotional video for your product etc.)
  • Critical appraisal of the project

Project

8 hod., compulsory

Teacher / Lecturer

Ing. Šárka Květoňová, Ph.D.