Content, progress and pedagogy of the module

This module provides the student with insights into pricing and sales metrics. Prices and how they link to the perception of market value for buyers and sellers is at the core of market exchange. Understanding pricing and linking price policies to sales metrics is a core issue related to marketing and sales management.

The relationship between prices, perception of market value and sales is a precarious one. First, behavioural economics  show that a buyer’s conception of price and its relationship to value is not straightforward. Pricing is an important signal for buyers used to sort among exchange offerings. For sales management, practices for price management is an important aspect which links further on to sales metrics and to manage the performance of sales managers.

Learning objectives

Knowledge

The objective is that the student after the module possesses the necessary knowledge on:

• identifying pricing principles, practices and effects.
• creating price representations in alignment with customer expectations and principles of innovative pricing.
• sales metric principles and how they link to pricing and price practices.

Skills

The objective is that the student after the module possesses the necessary skills in:

• describing pricing practices across sectors and market and link these to sales performance measurement.
• linking customer behaviour and pricing policies and developing a differentiated price range.
• discussing theoretical and practical aspects of pricing from a sales management perspective.

Competences

The objective is that the student after the module possesses the necessary competences in:

• designing an adequate pricing policy on the basis of a business case.
• designing processes for evaluation of pricing policies.
• linking pricing and value creation.

Type of instruction

For information see § 17.

Exam

Exams