Course content
Pricing management is essential for firms’ profitability. Therefore pricing is at the top of the agenda in many firms and many devote considerable effort to their pricing strategies.
In this course, we apply pricing management tools to tackle and find solutions to three main pricing challenges. The first is to generate and analyze information about the customers, competitors and cost. The second is to control how prices are set and understand discounting behavior. The third is to coordinate pricing strategies between the different organizational functions involved, such as sales, marketing or accounting.
The course draws on the latest insights from psychological and behavioral research, marketing, accounting and managerial economics. Students acquire hands-on experience on the techniques of pricing, get an understanding of the organizational practices and processes, and apply models and theories to analyze the three pricing challenges.
Guest lecturers will illustrate the practical relevance of the course material. In previous years, we had presentations from head of pricing in different sectors ranging from global medical to local carbon offsetting through tree planting, as well as from senior consultants and partners of two well-known consultancy firms.
See course description in course catalogue