Content, progress and pedagogy of the module

Content: Pricing is one of the most impactful marketing instruments a firm can use. Thus, it is of amble importance that firms possess the necessary knowledge about pricing and pricing strategies to best possible market their products or services. This module covers various contents revolving around pricing and pricing strategies and how it affects firm performance.

Progress: After completing this course, we expect the students to have an in-depth understanding of pricing, including for example how prices are set, adjusted and optimized. They also should understand the key differences between different pricing strategies and under which circumstances a firm should apply a certain strategy. We expect students to become knowledgeable in the covered contents as well as skilled in rigor thinking when applying the theoretical concepts and theories to real-world situations.

Pedagogy: Participants learn through in-class lectures and discussions. During this module, students will explore key questions, such as: What does a price reflect and how to derive an optimal price. What pricing strategies are suitable for firms and how do firms manage their prices?

Learning objectives

Knowledge

The aim is for the student to have the necessary knowledge after the module about:

• Introduction to the fundamentals of pricing.
• Understand and identify pricing principles and effects
• and how these relate to pricing in practice.

Skills

The aim is that on completion of the module students will have the necessary skills to:

• Understand the link between corporate objectives, customer behavior and pricing policy.
• Discuss theoretical and practical aspects of pricing from a management perspective.

Competences

The aim is for students to have the necessary skills after the module in:

• Analyzing and evaluating pricing strategies.
• Applying the learned pricing knowledge to real-world pricing problems.
• Designing an appropriate pricing policy based on a business case.
• Linking pricing and value creation.

Type of instruction

For information see § 17.

Exam

Exams