Pricing Strategies
Code
2351
Credits
3,5
Teacher in charge
José Jacinto Patacas de Aragão Mata
Teaching language
English
Objectives
The price is one of the most powerful tools that managers have available to increase profits and the value of their companies. However, this often untapped potential lies, as many managers do not have a clear understanding of how to improve usual pricing practices of the company. This course aims to prepare you to address strategic and tactical issues of prices and the identification of changes in pricing practices that can lead to improvements in firm profits. This should be relevant to a large number of jobs that the student can handle throughout his career, as a product and marketing manager, but also business unit manager, management consultant and entrepreneur.
The course will familiarize you with the concepts and theories that are most relevant to the key issues of pricing, along with their application for price troubleshooting. In addition, the course design will give you an opportunity to apply the concepts learned to make their own assessment of the pricing strategy or the tactics used by a company of your choice.
Prerequisites
Subject matter
-Taking pricing decisions
-Value and prices
-Pricing structure
-Communication value
-The pricing policy
-Price Levels
-Costs and its relations with prices
-Financial analysis of pricing decisions
-Competition
Bibliography
Teaching method
The course includes lectures, case discussions and a course project. Cases to be discussed in the classroom will be posted on the course website. It is expected to read the cases before the corresponding class (see below) and the presence in class for discussion of each case. A course of the project, analyzing the specific pricing practices of a real company should be developed with your group and presented to the class.
Evaluation method
Each student´s overall course grade will be based upon the following:
-Course Project (Group) 30%
-Comment on one article (Individual) 10%
-In‐class participation (Individual) 10%
-Written Examination (Individual) 50%