Marketing

B321D Recent Developments in Pricing

Lecturer:

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:

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Prerequisites: ---
Limited attendance: 24
Course Type: Colloquium
Date:

Block course:

  • September 16 (9 am) until October 15, 2019 (8 pm) Online application via ILIAS
  • October 18, 2019 (12 s.t. – 3.30 pm) Introduction into topics on pricing and price differentiation/ - price dynamization, presentation workshop Room 236 Neue Aula
  • November 7, 2019 (9 am s.t. – 10.30 am) Q&A session (telephone conference)
  • December 16, 2019 (8 pm s.t.) Upload Presentation in ILIAS
  • December 19, 2019 (12.30 pm s.t. – 7 pm) Topic presentation Room 236 Neue Aula
  • December 20, 2019 (8.30 am s.t. – 10.30 am) Topic presentation Room 236 Neue Aula
    Please see below for registration details.
Registration:

Online Application via ILIAS from September 16, 2019 at 9 a.m. until October, 15 (8 p.m.)

Please upload your official transcript on ILIAS.
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: in ILIAS
Method of Assessment: Presentation
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.