Checking date: 22/03/2023

Course: 2023/2024

Master in Marketing (Plan: 279 - Estudio: 269)

Coordinating teacher: DUQUE ZULUAGA, LOLA CRISTINA

Department assigned to the subject: Business Administration Department

Type: Electives
ECTS Credits: 3.0 ECTS


Requirements (Subjects that are assumed to be known)
Not required.
Skills to be acquired General skills *CG1: Solid theoretical knowledge of Marketing and Market Research. Specific skills: *CE10: Analysis, evaluation and decision making on pricing (traditional methods, and scientific techniques) LEARNING OUTCOMES The student distinguishes between the different price management instruments. The student applies the essential methods for the design of price strategies in the company.
Skills and learning outcomes
Description of contents: programme
Principles of Price Management. Theories of consumer behavior focusing on the perception and response to price. Economic perspective. Analysis of costs and benefits. Price management in competitive environments Negotiating prices Segment Rates Price Management of the product line Pricing in dynamic context Price Promotion Strategies Pricing strategies for new products
Learning activities and methodology
TRAINING ACTIVITIES OF THE SUBJECT AF3 Theoretical practical classes AF6 Group work AF7 Individual student work Activity code / No. of total hours / No. of face-to-face hours /% face-to-face AF3 147 147 100 AF6 203 0 0 AF7 175 0 0 TOTAL SUBJECT 525 105 TEACHING METHODOLOGIES MD1 Lectures in the teacher's class supported by computer and audiovisual media, in which the main concepts of the subject are developed and the bibliography is provided to complement the students' learning. MD2 Critical reading of texts recommended by the professor of the subject: Sentences and resolutions, press articles, reports, manuals and / or academic articles, either for later discussion in class, or to expand and consolidate the knowledge of the subject. MD3 Resolution of practical cases, problems, etc.¿ raised by the teacher individually or in groups MD4 Presentation and discussion in class, under the moderation of the teacher, of topics related to the content of the subject, as well as practical cases MD5 Preparation of works and reports individually or in groups
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
Calendar of Continuous assessment
Basic Bibliography
  • Adele Revella. Buyer Personas: How to gain Insight into your Customer´s Expectations, Align your Marketing Strategies and Win More Business. Wiley. 2015
  • Daniel Kahneman. Thinking Fast and Slow. Penguin. 2012
  • Herman Simon and Martin Fassnacht,. Price Management Strategy, Analysis, Decision, Implementation. Springer. 2018
  • John L. Dally. Pricing for Profitability, Activity based pricing for competitive advantage. Wiley. 2002
  • Kent B. Monroe. Pricing: Making profitable decisions. McGraw-Hill. 1990
  • Richard P. Rumelt:. Good Strategy Bad Strategy. Profile Books. 2012
  • Russell S. Winer. Pricing. Marketing Science Institute. 2005
  • Thomas T. Nagle, Reed K. Holden. The Strategy and Tactics of Pricing: A guide to profitable decision making. Prentice Hall Marketing Series, . 2002
  • William Poundstone. Priceless. Scribe. 2011

The course syllabus may change due academic events or other reasons.