Objectifs

Pricing is one of the most powerful tools that managers have available for increasing profits and the value of their firms. However, this potential often rests unexploited, as many managers lack a clear understanding of how to improve upon their firm’s customary pricing practices.

This course seeks to prepare you for addressing both strategic and tactical pricing issues and for identifying changes in pricing practices that can lead to improvements in firm profits. This should be relevant for a wide number of jobs that you may hold throughout your career, such as product and marketing manager, but also business unit manager, management consultant, and entrepreneur.

This course includes a group project, which creates constraints on the number of students that can be taken. Please check the prerequisites below for the procedures to apply to the course.

On completion of this course you should be able to understand:

• the role of value, costs and competition on pricing decisions taken in different environments.
• methods for measuring price sensitivity and be able evaluate the impact of pricing decisions upon profits.
• how to communicate value for different types of products
• the role of pricing guidelines and policies in pricing negotiations and the organizational issues around the implementation of adequate pricing decisions
• the legal constraints on pricing

Contenus

1. Making Pricing Decisions; Value and Price
2. Evaluating the Implications of Price Changes
3. Measuring Price Sensitivity
4. Price Structure and Market Segmentation
5. Pricing Policies
6. Choosing Price Levels and Implementing Pricing Decisions
7. Communicating Value and Prices
8. Pricing in Specific Environments
9. Pricing and Competition
10. Legal and Ethical Issues

Références

Thomas T. Nagle, Georg Müller, The Strategy and Tactics of Pricing, 6th edition, 2018, Routledge.

Tim Smith, Pricing Strategy: Setting Price Levels, Managing Price Discounts and Establishing Price Structures, 2012, Cengage

Slides will be available on the course website.

Pré-requis

This course includes a group project, which creates constraints on the number of students that can be accepted. If you would like to take the course, please complete the following survey before September 9th:

https://docs.google.com/forms/d/e/1FAIpQLSffEqT034q5RRgRr3jv3MumXu1on7Qyt9ofh1aVj447PnWT1Q/viewform

Carefully read the survey as you also need to send your grades by email to course TA.

Evaluation

1ère tentative

Examen:

Sans examen (cf. modalités)  

Evaluation:

Grading will be based on a group project (first presentation 15%, second presentation 25%, and final written report 25%), case studies (20%) simulation game (15%).

Rattrapage

Examen:

Sans examen (cf. modalités)  

Evaluation:

Students not having a passing grade in the first session are be required to submit a revised version of the elements of the assessement in which they have obtained an insufficent grade. Elements that are group work for the first session should be based on individual work for this second session; however, if more than one student in one work group fails to pass the course in the first session, group work can be accepted for the second session.