B321D Recent Developments in Pricing
| Lecturer: | Dr. Andrea Künnen, Director Head of Strategy Packaging and Consumer Goods at Henkel Adhesive Technologies, New Jersey, USA / Dr. Amadeus Petzke, Partner | Customer & Marketing Market Offering Lead Product & Pricing Deloitte Consulting GmbH, Berlin |
| 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: | For more information please refer to alma. |
| Prerequisite for: | --- |
| Prerequisites: | --- |
| Limited attendance: | 25 |
| Course Type: | Colloquium |
| Date: | Block Course. Please see course outline or alma for details. Compulsory attendance for all dates. |
| Registration: | Limited to 25 participants. Online Application via alma from until October 22, 2025. Registration will open in September. |
| 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. |