Content, progress and pedagogy of the module

In this module the student will explore realtime concrete problems within pricing, sales metrics and the marketing ecosystem of case companies. During the module the student will learn to methodologically and theoretically identify and analyse vital elements of modern business operations.

The student will gain insights into pricing and sales metrics and how they link to the perception of market value for buyers and sellers at the core of market exchanges

Within marketing ecosystems and networks are central. The student will learn how ecosystems are comprised of institutions, resources, delivery services and supply chains. How these elements interact, and drive competitiveness is central to sales and marketing.

Learning objectives

Knowledge

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

• defining what marketing ecosystems are and what the components of different types of ecosystems.
• how to map ecosystems.
• identifying pricing principles, practices and effects.
• 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 and defining different types of eco-systems in marketing.
• mapping dependencies and power between different actors in ecosystems.
• linking customer behavior and price policies and developing differentiated price range.
• discussing theoretical and practical aspects of pricing from a management perspectival linking these to sales performance management.

Competences

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

• analysing and evaluating supply- and value chain eco-systems.
• designing an adequate pricing policy on the basis of a business case.
• linking pricing and value creation.

Type of instruction

For information see §17.

Exam

Exams