The aim of this course is provide students with the fundamentals of pricing and pricing practices. The course develops a conceptual framework and a set of analytical tools that can be used to make better pricing decisions. We discuss theories and methods from marketing, microeconomics and psychology to shed light on good pricing practices. We first introduce fundamental techniques that can help managers to assess market information that is used for pricing decisions. We then discuss various pricing structures and techniques that are useful in segmenting consumers. In addition, the class will involve case studies to expose students to real-life pricing decisions.
Prerequisite(s): BMKT 2409 Marketing Management. Note: This course and BMKT 2409 Marketing Management may be taken concurrently.