Course 2014-2015 a.y.
20428 - PRICING MANAGEMENT
CLMG - M - IM - MM - AFC - CLAPI - CLEFIN-FINANCE - CLELI - ACME - DES-ESS - EMIT
Department of Marketing
Course taught in English
Go to class group/s: 31
CLMG (6 credits - I sem. - OP | SECS-P/08) - M (6 credits - I sem. - OP | SECS-P/08) - IM (6 credits - I sem. - OP | SECS-P/08) - MM (6 credits - I sem. - OP | SECS-P/08) - AFC (6 credits - I sem. - OP | SECS-P/08) - CLAPI (6 credits - I sem. - OP | SECS-P/08) - CLEFIN-FINANCE (6 credits - I sem. - OP | SECS-P/08) - CLELI (6 credits - I sem. - OP | SECS-P/08) - ACME (6 credits - I sem. - OP | SECS-P/08) - DES-ESS (6 credits - I sem. - OP | SECS-P/08) - EMIT (6 credits - I sem. - OP | SECS-P/08)
Course Director:
FEDERICO ROSSI
FEDERICO ROSSI
Course Objectives
Pricing represents one of the most powerful levers for maximizing profits and shareholder value.
The objectives for this course are:
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to familiarize students with the concepts, theory and latest thinking bearing on the key issues in pricing, taking the perspective of the marketing manager. This is done primarily through lectures and assigned readings.
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To provide students with an opportunity to apply concepts and theory to the solution of pricing problems in marketing settings. This is done through the analysis of selected case studies and also through the application of marketing techniques for the analysis of real transaction data.
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To provide students with a forum in which they may further develop business communication skills and receive feedback from peers and the instructor.
Examples of questions addressed in the course are the following: how does a manager set the price for a new product? How does a manager assess whether the current price is appropriate? What is value pricing? What is price segmentation? How can a manager avoid a price war?
Course Content Summary
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Customer value and EVC.
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Understanding and measuring the price elasticity of demand.
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Experiments and surveys for pricing decisions.
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Using conjoint analysis for pricing decisions.
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Costs for pricing decisions.
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Competition and strategic response.
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Competitive response and price leadership.
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Price customization.
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Product line pricing: strategy and tactics.
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Non-linear pricing strategy.
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Managing a product line.
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Bundling pricing strategy.
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Channel pricing strategy.
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Lifetime value pricing.
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Hi-Lo vs every day fair pricing.
Detailed Description of Assessment Methods
For attending students
- 4 In-Class Tutored Exercises, 40%.
- 1 Case Study Write-Up, 10%.
- Participation to Class Discussion, 20%.
- Final written exam, 30%.
For non attending students
- Final written exam, 100%.
Textbooks
For attending students
- T. NAGLE, J. HOGAN, J. ZALE, Strategy and Practice of Pricing, Prentice Hall, 2013 (NHZ), 5th Edition, (Chapters 1-7,10-11).
- Coursepack with short newspaper articles (available on e-learning).
For non attending students
- T. NAGLE, J. HOGAN, J. ZALE, The Strategy and Practice of Pricing, Prentice Hall, 2013 (NHZ), 5th Edition, (All Chapters).
- R. DOCTERS, M. REOPEL, J.M SUN et al., Winning the Profit Game: Smarter Pricing, Smarter Branding, McGraw Hill, 2003, (All Chapters).
Last change 18/06/2014 15:52