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: | --- |
Prerequisites: | --- |
Limited attendance: | 24 |
Course Type: | Colloquium |
Date: | Block course:
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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. |
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. |