Course content
Pricing is one of the most powerful tools that managers have available for increasing profits and the value of their firms. Pricing is a critical tool for companies to appropriate part of the value that they create through innovations. However, this potential often remains unexploited, as many managers lack a clear understanding of how to improve upon their firm's customary pricing practices.
During the course, students will learn to assess the value of products and the role that value plays in the pricing process. They will learn how to assess price sensitivity and evaluate the financial implications of price changes. They will learn how communication of value and prices can influence the perceptions and behaviors of clients and competitors. The course will conclude with a discussion on the legal and ethical limits to pricing.
Overall, the course prepares 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 careers, such as product and marketing manager, but also business unit manager, management consultant, and entrepreneur.
See course description in course catalogue