Course 2012-2013 a.y.

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

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; using conjoint analysis for pricing;
• 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

• 5 In-Class Tutored Exercises 50%
• 1 Case Study Write-Up 10%
• Participation to Class Discussion 10%
• Final Exam (Written) 30%
• 5 In-Class Tutored Exercises 50%

Non-Attending students

• Final Exam (Written) 100%

Textbooks

Attending students

• T. Nagle, J. Hogan, J. Zale, The Strategy and Practice of Pricing, 5th Edition, Prentice Hall, 2011 (NHZ) [Chapters 1-6,9-12]

Non-Attending students

• T. Nagle, J. Hogan, J. Zale, The Strategy and Practice of Pricing, 5th Edition, Prentice Hall, 2011 (NHZ) [All Chapters]
• R.J. Dolan, H. Simon, Power Pricing: How Managing Price Transforms the Bottom Line, The Free Press, 1996 [All Chapters]

Exam textbooks & Online Articles (check availability at the Library)

Last change 12/06/2012 12:37