B425A Price and Promotion Management

Lecturer: Jun.-Prof. Dr. Wiebke Keller
Course description:


Language: English
Recommended for this semester or higher: 1
ECTS-Credits: 6
Course can be taken as part of following programs/modules: For more information please refer to alma.
Prerequisite for:


Prerequisites: strongly recommended: Very good R programming skills
Course Type: Lecture (2 weekly lecture hours)

on Thursdays from 8 am - 10 am c.t. (PC Lab 008, Nauklerstr. 47)
Beginning April 25, 2024


Limited to 20 participants - Registration will open on February 1, 2024 in Alma - end of registration time: April 21, 2024. 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. Notice of admission or non-admission on Monday, April 22 by email.

Downloads: ---
Method of Assessment: Written exam (60 Minutes), or oral examination, or assignments or presentation or online assessment.
Examination Timetable will be available on the website of the examination office.
Content: This course provides an overview of tactical and strategic price management as well as promotional actions. The students will learn to identify appropriate price and promotional strategies given specific circumstances.



van Heerde, H.J., Leeflang, P.S.H. & Wittink, D.R., How Promotions Work: SCAN*PRO-Based Evolutionary Model Building, Schmalenbach Business Review, Vol. 54 (2002), pp. 198-220.
Hanssens, D.M., Parsons, L.J. & Schultz, R.L., Market Response Models, 2nd ed., Boston 2001.