20428 - PRICING MANAGEMENT
CLMG - M - IM - MM - AFC - CLEFIN-FINANCE - CLELI - ACME - DES-ESS - EMIT - GIO
Course taught in English
Go to class group/s: 31
The objectives for this course are:
- To familiarize you with the concepts, theory, and latest thinking bearing on the key issues in pricing, drawn from a mixture of fields (economics, psychology and statistics etc.).
- To provide you with an opportunity to apply theory and frameworks to the solution of pricing problems in a variety of business contexts. This involves working through an application of modelling techniques to an analysis of secondary data.
- To provide you with a forum in which you may further develop your business communication skills and receive feedback from your peers and the instructor.
- Understanding customers and pricing using EVC (Economic Value to the Customer).
- Price customization: pricing across segments.
- Psychology of prices and value communication.
- Pricing over product life cycle.
- Competition and strategic response.
- Measuring the price elasticity of demand via market response models.
- Conjoint analysis for pricing decisions.
- Channel pricing strategy evaluation (e.g., trade promotions profitability).
- All material discussed and distributed in class (slides, articles, hand-outs etc.): the material for pre-class reading will be distributed in advance.
- Thomas Nagle, John Hogan, Joseph Zale. The Strategy and Tactics of Pricing, 5th Edition [Corresponding chapters, see tentative weekly schedule]
Non - Attending students:
- Thomas Nagle, John Hogan, Joseph Zale. The Strategy and Tactics of Pricing, 5th Edition [All chapters]