MKT42660 Pricing Strategy

Academic Year 2022/2023

This course focuses on business pricing strategy and tactics from both theoretical and applied managerial contexts. Substantial content of the course concentrates on how firms attempt to capture value, as well as profits, in the revenues that they earn. Additional focus will be made on pricing dynamics and the reaction to and by competitors at the firm and product level. The materials used in the course are intended to provide you with a comprehensive exposure to making managerial pricing decisions. You will be expected to understand theoretical pricing concepts and, more importantly, apply them to a variety of marketing scenarios.

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Curricular information is subject to change

What will I learn?

Learning Outcomes:

The objectives of this course are as follows:
• Develop an understanding of the theory and techniques of firm‐level pricing.
• Acquire the managerial skills that will enable you to effectively develop, implement, and monitor pricing strategies and tactics.
• Develop the ability to communicate a pricing strategy based on sound pricing theory.

Indicative Module Content:

Strategy or Economic value added pricing
Cost based pricing
Customer based pricing
Competition-based pricing
Conjoint analysis
Psychology of pricing
Price discrimination

How will I learn?

Student Effort Type	Hours
Lectures	36
Total	36

Am I eligible to take this module?

Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles

Not applicable to this module.

How will I be assessed?

Assessment Strategy

Description	Timing	Open Book Exam	Component Scale	Must Pass Component	% of Final Grade
Class Test: In-class tests based on concepts discussed in class and designed as a checkpoint for student learning	Throughout the Trimester	n/a	Standard conversion grade scale 40%	No	30
Assignment: Team work	Throughout the Trimester	n/a	Standard conversion grade scale 40%	No	40
Assignment: mini assignments	Throughout the Trimester	n/a	Standard conversion grade scale 40%	No	30

Carry forward of passed components
No

What happens if I fail?

Resit In	Terminal Exam
Summer	No

Assessment feedback

Feedback Strategy/Strategies

• Feedback individually to students, on an activity or draft prior to summative assessment
• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.