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Pricing Strategies

  • Teacher(s): J.Mata
  • Course given in: English
  • ECTS Credits: 6 credits
  • Schedule: Autumn Semester 2019-2020, 4.0h. course (weekly average)
  •  séances
  • site web du cours course website
  • Related programmes:
    Master of Science (MSc) in Management, Orientation Business Analytics

    Maîtrise universitaire ès Sciences en management, Orientation Behaviour, Economics and Evolution

    Master of Science (MSc) in Management, Orientation Strategy, Organization and Leadership

    Master of Science (MSc) in Management, Orientation Marketing

[warning] This course syllabus is currently edited by the professor in charge. Please come back in a few days. --- For your information only, here is the old syllabus :

Objectives

Pricing is one of the most powerful tools that managers have available for increasing profits and the value of their firms. However, this potential often rests unexploited, as many managers lack a clear understanding of how to improve upon their firm’s customary pricing practices.

This course seeks to prepare you for addressing both strategic and tactical pricing issues and for identifying changes in pricing practices that can lead to improvements in firm profits. This should be relevant for a wide number of jobs that you may hold throughout your career, such as product and marketing manager, but also business unit manager, management consultant, and entrepreneur.

This course includes a group project, which creates constraints on the number of students that can be taken. Please check the prerequisites below for the procedures to apply to the course.

On completion of this course you should be able to understand:

  • the role of value, costs and competition on pricing decisions taken in different environments.
  • methods for measuring price sensitivity and be able evaluate the impact of pricing decisions upon profits.
  • how to communicate value for different types of products
  • the role of pricing guidelines and policies in pricing negotiations and the organizational issues around the implementation of adequate pricing decisions
  • the legal constraints on pricing

Contents

  1. Making Pricing Decisions; Value and Price
  2. Price Structure and Market Segmentation
  3. Measuring Price Sensitivity
  4. Communicating Value and Prices
  5. Pricing Policies
  6. Implementing Pricing Decisions
  7. Choosing Price Levels
  8. Costs and Their Relation with Pricing; Financial Implications of Price Changes
  9. Pricing in Specific Environments
  10. Pricing and Competition
  11. Legal and Ethical Issues

References

Thomas T. Nagle, Georg Müller, The Strategy and Tactics of Pricing, 8th edition, 2018, Prentice-Hall.

This will be the main reading for the course and you should get access to one copy of the textbook and read it throughout the course.

This will be the main reading for the course and you should get access to one copy of the textbook and read it throughout the course. Other references can be found in the full course syllabus.

Slides will be available on the course website.

Pre-requisites

This course includes a group project, which creates constraints on the number of students that can be taken. If you would like to take the course, please send

a) The master program you are enrolled in and orientation (for the master program to which it applies).

b) CV with courses completed in your master program and grades

c) Motivation letter, in which you address the following questions:

  1. What is your motivation for joining this course?
  2. What do you expect to learn from the course?
  3. How will the course help you in your future career?

Please send the above all information in a single PDF file to TA of this course at umair.khan@unil.ch before August 31st, 2018. Please name the file as follows: LastName-FirstName-PS

Evaluation


 

First attempt


 
Exam:
Without exam (cf. terms)  
Evaluation:

Course Project:

- Project Work Plan (10%)

- Written Project (30%)

- Project Presentation (20%)

Case memos (20%)

In-class participation (15%)

Comment on an article (5%)


 

Retake


 
Exam:
Written 2h00 hours
Documentation:
Not allowed
Calculator:
Not allowed
Evaluation:

The retake session grade will be based solely on the final examination.



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