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MKT46160

Academic Year 2025/2026

Pricing (MKT46160)

Subject:
Marketing
College:
Business
School:
Business
Level:
4 (Masters)
Credits:
7.5
Module Coordinator:
Mr Andy O’Brien
Trimester:
Spring
Mode of Delivery:
On Campus
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

Pricing is a critical component of business strategy, influencing profitability, market positioning, and customer perception. It is however a lever rarely flexed, left until the end of the process or altered only when all other levers have been exhausted. This is due to a lack of comfort and expertise by the marketer. This course would expose the students to the fundamentals of pricing in sectors such as FMCG, CPG, Travel & Hospitality, SAAS, Telecom, and Professional Services. The goal being to provide the student with the skills to be able to operate at a senior level in pricing discussions.

About this Module

Learning Outcomes:

On completion of this module, students will gain:
• a firm understanding of the fundamentals of pricing.
• the ability to create and implement a pricing strategy in the each of the sectors mentioned above.
• an understanding of alternative strategies’ strengths and weaknesses and be able to defend their chosen approach with internal or external stakeholders.
• an appreciation of the merits of tools used to set and test pricing (AB, Focus Groups, Conjoint Analysis, Econometric Analysis).
• the skill to use critical thinking and problem-solving skills through case studies and group discussions in relation to pricing.
• the ability to evaluate and identify competitor pricing strategies, and make strategic and tactical proposals to counter.

Indicative Module Content:

- Theory of Pricing (Cost Based, Value Based. Service vs. Goods, Dynamic)
- Psychology of Pricing (Anchoring, choice based architecture)
- New Product Launches (understanding Conjoint Analysis)
- Existing Product Increases (understanding Econometrics)
- Existing Product Decreases (current FMCG Market)
- Managing your mix through pricing (Financial modelling)
- Dynamic Pricing (Hospitality & bleeding into new markets)
- Seat vs. Usage, Freemium (Software Licencing)
- Ethics of Pricing (Discriminatory pricing, monopolistic)

Student Effort Hours:
Student Effort Type Hours
Lectures

24
Autonomous Student Learning

160
Total

184

Approaches to Teaching and Learning:
The course will consist of lectures, case studies, group presentations, and a pricing game to provide students with a holistic understanding of pricing strategies. The lecturer will also leverage conjoint analysis examples from a real-world business for designing a pricing strategy for a new product or service.

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 

Assessment Strategy
Description Timing Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered
Group Work Assignment: Group Project & Presentation Week 15 Graded No
30
 No
Individual Project: Individual Simulation - Conjoint Analysis Week 15 Graded No
15
 No
Individual Project: Business Pricing Strategy case Week 15 Graded No
35
 No
Participation in Learning Activities: Class participation Week 1, Week 2, Week 3, Week 4, Week 5, Week 6, Week 7, Week 8, Week 9, Week 10, Week 11, Week 12, Week 14, Week 15 Graded No
10
 No
Quizzes/Short Exercises: In class quizzes x 2 Week 5, Week 10 Graded No
10
 No

Carry forward of passed components
No
 

Resit In Terminal Exam
Autumn No
Please see Student Jargon Buster for more information about remediation types and timing. 

Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment
• Online automated feedback

How will my Feedback be Delivered?

Feedback individually to students, post-assessment. This can be through different approaches such as oral, online and/or written/annotated feedback, either in-class, out of class, in meetings, through the VLE, by email, using rubrics, etc.

Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.
Spring Lecture Offering 1 Week(s) - 20, 21, 22, 23, 24, 25, 26, 29, 30, 31, 32, 33 Tues 10:00 - 11:50
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