Info
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Course 2015-2016 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

Classes: 31 (I sem.)
Instructors:
Class 31: FEDERICO ROSSI


Course Objectives

Pricing represents one of the most powerful levers for maximizing profits and shareholder value.
The objectives for this course are:

  • 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.
  • 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.
  • 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
  • Customer value and EVC.
  • Understanding and measuring the price elasticity of demand.
  • Experiments and surveys for pricing decisions.
  • Using conjoint analysis for pricing decisions.
  • Costs for pricing decisions.
  • Competition and strategic response.
  • Competitive response and price leadership.
  • Price customization.
  • Product line pricing: strategy and tactics.
  • Non-linear pricing strategy.
  • Managing a product line.
  • Bundling pricing strategy.
  • Channel pricing strategy.
  • Lifetime value pricing.
  • Hi-Lo vs every day fair pricing.

Detailed Description of Assessment Methods
Attending students
4 In-Class Tutored Exercises, Assessment Test (Written), Participation to Class Discussion, Final Exam (Written)

Non-Attending students
Final Exam (Written)

Textbooks
Attending students
All material discussed and distributed in class (slides, case, etc.)
Coursepack with short newspaper articles (available on e-learning)

Non-Attending students
Thomas Nagle, John Hogan, Joseph Zale, The Strategy and Practice of Pricing, 5th Edition, Prentice Hall, 2014 (NHZ) [All Chapters]
Last change 27/03/2015 12:44