Course details
Pricing Management
MARK 60114A
Pricing is one of the four components of the marketing mix. Pricing throughout the value chain (producer, channels and end users) ultimately determines if an organization is profitable and sustainable, as well as its relationship to its partners and competitors.
This course covers a mix of theory and applied practice to equip students for setting, implementing and adjusting pricing for products and services, regardless of organizational form (for-profit, not-for-profit or governmental/public organizations).
Themes covered
- Introduction to pricing and profitability
- Value pricing as the basis for all pricing decisions
- Evaluating pricing sensitivity/willingness to pay and profit maximization across contexts including busines-to-business business-to-consumer and auction style markets
- Setting pricing strategy and related tactics
- Tools for determining pricing sensitivity and profit maximization including surveys experiments regression and discrete choice models
- The role of channels of distribution in setting prices
- The particular challenges and opportunities of pricing for ecommerce and on-line settings
- Understanding and applying academic articles on pricing for managerial practice
Important notes
Course in French : MARK 60114
Course code
MARK 60114A
Subject
Marketing
Program
Maîtrise en gestion (M. Sc.)
Instruction mode
On-site learning
Credits
3