MKT42660 Pricing Strategy

Academic Year 2023/2024

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

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

Student Effort Type Hours




Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.
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


Assignment: Team work Throughout the Trimester n/a Standard conversion grade scale 40% No


Assignment: mini assignments Throughout the Trimester n/a Standard conversion grade scale 40% No


Carry forward of passed components
Resit In Terminal Exam
Summer No
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.

Lecture Offering 1 Week(s) - 26, 29, 30, 31, 32, 33 Thurs 09:30 - 12:20
Lecture Offering 1 Week(s) - 20, 21, 22, 23, 24, 25 Wed 09:30 - 12:20

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