Course 2025-2026 a.y.

20631 - PRICING ANALYTICS

Department of Marketing

Course taught in English
31
ACME (6 credits - I sem. - OP  |  SECS-P/08) - AFC (6 credits - I sem. - OP  |  SECS-P/08) - AI (6 credits - I sem. - OP  |  12 credits SECS-P/08) - CLELI (6 credits - I sem. - OP  |  SECS-P/08) - CLMG (6 credits - I sem. - OP  |  SECS-P/08) - DES-ESS (6 credits - I sem. - OP  |  SECS-P/08) - DSBA (6 credits - I sem. - OP  |  SECS-P/08) - EMIT (6 credits - I sem. - OP  |  SECS-P/08) - ESS (6 credits - I sem. - OP  |  SECS-P/08) - FIN (6 credits - I sem. - OP  |  SECS-P/08) - GIO (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) - PPA (6 credits - I sem. - OP  |  SECS-P/08)
Course Director:
DAVID MARIO DINO JARACH

Classes: 31 (I sem.)
Instructors:
Class 31: DAVID MARIO DINO JARACH


Suggested background knowledge

During the course, there will be a mix of theoretical lectures blended with many practical examples, guest speeches with recognized industry leaders as well as case discussions implementing quantitative technicalities. In the latter case, the use of your laptop will be highly suggested.

Mission & Content Summary

MISSION

Pricing represents one of the most powerful levers for maximizing profits and shareholder value, as it works on the first line of any P&L. Basically, all other marketing levers generate costs, instead. The objectives for this course are: (1) To familiarize you with the concepts, theory, and latest thinking bearing on the key issues in pricing. (2) To provide you the set of pricing steps in relationship to both setting and management; (3) to expose you with latest insights in the field, like the ones of subscription-based modeling, Buy-Now-Pay-Later, digital pricing, shrinkflation pricing, AI pricing.

CONTENT SUMMARY

The contents of this course comprises theory, concepts and frameworks relevant to pricing, and empirical methodology and their applications to real-world datasets. The topics include but are not limited to:

 

  • Strategic pricing reengineering;
  • Price setting: cost, competition and demand (value-based pricing).
  • Value-based pricing: Fishbein and conjoint analysis technicques.
  • Price management according to time, space, client.
  • Revenue management: from theory to practice.
  • Digital pricing
  • Subscription-based pricing, BNPL, AI Pricing
  • A blueprint for a successful pricing strategy

Intended Learning Outcomes (ILO)

KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...

By the end of the course, students will have learned:

 

 

  • How to turn pricing into a strategic lever for a company's success
  • How to run both price setting and price management, specifically building a revenue management software from scratch
  • How to put latest insights in a correct pricing strategy

 

APPLYING KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...

By the end of the course, students will have learned: 

 

  • How to correctly insert pricing in a company's perspective;
  • How to measure the impact of pricing in terms of ROI;
  • How to run a pricing exercise

Teaching methods

  • Lectures
  • Guest speaker's talks (in class or in distance)
  • Practical Exercises
  • Individual works / Assignments
  • Collaborative Works / Assignments

DETAILS

The class sessions comprise lectures (60%) and in-class discussions, exercises and group working activities(40%).

 

  • There will be sessions with guest speakers to complement the teaching by offering a chance to hear additional insights from managers. The goal of the discussions and exercises is to apply important pricing concepts and frameworks to different business contexts and to provide students with practices of making relevant pricing decisions based on both qualitative and quantitative data.
  • There is 1 group assignment for this course: build your own pricing strategy for your start-up company

Assessment methods

  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
     x
  • Individual Works/ Assignment (report, exercise, presentation, project work etc.)
 x    
  • Collaborative Works / Assignment (report, exercise, presentation, project work etc.)
 x    
  • Active class participation (virtual, attendance)
 x    

ATTENDING STUDENTS

  • Group work: 30%
  • Final Exam (Written): 70%

 

The group work will be essentially run during class hours and will be tutored by the instructor.  The written exam includes questions referring to cases, talks and related concepts, models and tools presented and discussed in class.

 

Note: The exam for attending students is only  available on the first two exam dates; after the second exam date, only the non-attending exam is available.


NOT ATTENDING STUDENTS

Final Exam (Written): 100%

 

The questions are aimed at verifying the ability to apply the knowledge students learned when studying the assigned textbook.  

  

  


Teaching materials


ATTENDING STUDENTS

  • All material discussed and distributed in class (slides, articles, hand-outs etc. will be available via Bboard).

NOT ATTENDING STUDENTS

  • T. NAGLE, J. HOGAN, J. ZALE, The Strategy and Tactics of Pricing, 5th Edition  [All chapters].
  • Alternatively, T. NAGLE, G. Muller, The Strategy and Tactics of Pricing, 6th Edition
Last change 13/05/2025 17:25