B321D Recent Developments in Pricing / Online

Lecturer:	Dr. Andrea Künnen, Consultant at BCG’s Marketing, Sales and Pricing Practice / Dr. Amadeus Petzke (Associate Director and Leader Boston Consulting Group Pricing Enablement Center in Europe)
Course description:	B321D - Course Outline
Language:	English
Recommended for this semester or higher:	5
ECTS-Credits:	6
Course can be taken as part of following programs/modules:	International Economics International Business Administration Economics and Business Administration
Prerequisite for:	---
Prerequisites:	---
Limited attendance:	25
Course Type:	Colloquium
Date:	Online Block Course: November 5th, 2020 (12 s.t. – 3.30pm) Introduction into topics on pricing and price differentiation/ - price dynamization, presentation workshop November 19th, 2020 (9am s.t. – 10.30am) Q&A session (telephone conference) December 15th, 2020 (8pm s.t.) Upload Presentation in ILIAS December 17th, 2020 (8am s.t. – 6pm) Topic presentation Please see below for registration details.
Registration:	Limited to 25 participants. Online Application via ILIAS from October 19, 2020 until November 1, (23:55pm) Please upload your official transcript on ILIAS, otherwise your application will not be considered. If the number of applications exceeds the number of places available, we unfortunately will not be able to accept all of the applicants. In this case, a random selection will be made from all the applications received.
Downloads:	on ILIAS
Method of Assessment:	Written exam, or oral examination, or assignments or presentation or online assessment
Content:	Pricing is a powerful tool that can have strong effects on a firms revenue and profit. This module will cover key aspects of pricing decisions, with a focus on recent developments in research and management.
Objectives:	Students are familiar with effects different pricing strategies can have on firm sales, revenue, and profit. Students will be able to use recent academic developments to solve pricing management problems. They will know how to present their pricing approaches and problem solutions to an audience.
Literature:	Ailawadi, K. L., Lehmann, D. R., & Neslin, S. A. (2001). Market Response to a Major Policy Change in the Marketing Mix: Learning from Procter & Gamble’s Value Pricing Strategy. Journal of Marketing, 65(1), 44–61. Green, P. E., Krieger, A. M., & Wind, Y. (2001). Thirty Years of Conjoint Analysis: Reflections and Prospects. Interfaces, 31(3_supplement), 56–73.