Marketing

B321D Recent Developments in Pricing

Lecturer:

Dr. Andrea Künnen, Senior Manager Strategic Pricing at Henkel Adhesive Technologies / 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: 25
Course Type: Colloquium
Date:

Online Block Course (rooms tba): 

  • November 26th, 2021 (12 s.t. – 3pm): Introduction into topics on pricing and price differentiation/ - price dynamization, presentation workshop
  • December 10th, 2021 (1pm s.t. – 2pm): Optional Q&A session (virtual session)
  • January 19th, 2022 (8pm s.t.): Upload Presentation in ILIAS
  • January 21st, 2022 (all day): Topic presentation
    Compulsory attendance for all dates.
    +++Please see below for registration details.+++
Registration:

Limited to 25 participants. Online Application via ILIAS from September 1, 2021 until October 10, 2021 (23:55pm)

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.