MKT 4800 Pricing Strategies

Pricing is a multi-disciplinary and multi-functional subject to study and master. From a corporate perspective, pricing is a top management responsibility encompassing financial, marketing, and legal considerations. The course is designed to provide a useful conceptual framework as well as analytical techniques that can be applied in understanding and managing prices from a marketing perspective. The conceptual framework consists of three modules including economic and behavioral foundations of pricing, basic pricing strategies, and innovative pricing concepts and tools. Specific topics to be covered include assessing value to the customer, consumer cognitive and emotional responses to price changes, identifying price-segmentation fences, pricing strategies, and analytical techniques necessary to approach a pricing decision. Prerequisite(s): MKT 2100 , ECON 2020 , ECON 2100 & MKT 3200
Credits: 3.0