Marketing

B321D Recent Developments in Pricing

Lecturer:

Dr. Andrea Künnen, Director Strategic Pricing 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: International Economics
International Business Administration
Economics and Business Administration
Prerequisite for:

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Prerequisites: ---
Limited attendance: 25
Course Type: Colloquium
Date:

Block Course: 

Friday, April 28, 2023: Kick-off 11am - 2pm s.t. - room 236 Neue Aula

Thursday, May 11, 2023: Q&A session 12pm - 1pm s.t. (virtual session)

Monday, June 12, 2023 (8pm s.t.): Upload Presentation in ILIAS

Friday, June 16, 2023 (all day): Topic presentation from 9am s.t. - all day (virtual session)
Compulsory attendance for all dates.
+++Please see below for registration details.+++

Registration:

Limited to 25 participants. Online Application via ILIAS from February 1, 2023 until April 23, 2023 (23:55pm) is also necessary as well as the registration in Alma.

Please upload your official transcript on ILIAS otherwise your application will not be considered. Link is announced here.
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.