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Pricing decision is one of the most important marketing
decisions. Factors related to both the supply side
(e.g., cost structure) and the consumer side (e.g.,
perceived value, willingness to pay) should be
considered in setting prices. The first part of the
course provides an overview of how
both types of factors effect pricing decisions. Unlike
economic and financial approaches to pricing, a
greater emphasis is given to behavioral drivers and
understanding the demand side. The course
coverage includes value pricing, price customization, price
bundling, price presentation strategies, and
sales promotions. Course evaluation includes participation
in class discussions, project presentation,
and written exam.
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