Checking date: 08/07/2020

Course: 2020/2021

Study: Master in Marketing (269)

Coordinating teacher: DUQUE ZULUAGA, LOLA CRISTINA

Department assigned to the subject: Department of Business Administration

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 objectives: ¿ Understand the existing pricing practices of firms and appreciate their limitations. ¿ Develop an understanding of profitable pricing
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
The subjects will be bimodal 50% (synchronous online teaching in big or aggregate groups, face-to-face teaching in small groups). Classes may involve lectures, small group exercises, case analyses and discussions. The lectures will serve to establish the conceptual foundations. Practical classes are designed so that students can develop skills and abilities required properly established. Student contributions are an important part of the course. Students are expected to read assigned materials for each class; attend class, participate and contribute to discussions.
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
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 and the academic weekly planning may change due academic events or other reasons.