This course presents a framework for evaluating pricing decisions. The framework is structured around marketing’s three Cs: Customers, Competitors, and Costs. From a customer perspective, the course examines issues such as economic value, price sensitivity, psychological biases, fairness, and segmentation. From a competitive perspective, it examines price wars, cooperative and opportunistic pricing, price leadership, and differentiation/augmentation. From a cost perspective, it focuses on issues such as cost behavior, relevant costs and allocation issues. Pricing is examined in a variety of contexts, including business-to-business markets, consumer goods markets, services, and not-for profit companies.
The syllabus linked here is a sample only and dates and materials listed in it may vary from your actual class. Classes open one week prior to the official start date.