B2B Pricing: Negotiation, Calculation, Strategy-M-
Kurs ID
MKT603
Art des Kurses
MSc Kurs
Wochenstunden
2,5
ECTS
5.0
Semester
HS 2019
Vortragssprache
Englisch
Vortragende/r
Prof. Dr. Ove Jensen
Bitte beachten Sie, dass AustauschstudentInnen im BSc-Programm der WHU eine höhere Anzahl an Credits erwerben als hier aufgeführt. Für weitere Informationen wenden Sie sich bitte direkt an das [International Relations Office].
Kursinhalt
The course content is organized around three themes:
1) Price negotiation
- Understanding the strategy and tactics of professional buyers (Automotive guest lecture)
- Distributive negotiation techniques (includes cases Hamilton Real Estate, HBS, and Dayton Foundry)
- Integrative negotiation techniques (includes cases Moms.com, Kellogg, and Meo, Meo, WHU)
- Multi-party negotiation (includes case Windblades, WHU)
2) Price calculation
- Price-volume-costs
- Price vs. payment terms vs. inventory
- Cost-plus price calculation and activity-based costing (includes case Sippican, HBS)
- Economic value calculation (includes case Atlantic Computers, HBS)
- Price analytics
3) Price strategy
- Opportunity selection and bid management (includes case Boise Automation, Ivey)
- Getting money for service (includes case: Supply Chain Partners - Virginia Mason and Owens & Minor, HBS)
- Dealer pricing systems
- Compliance and corruption (includes case Albert Stanley, HBS)
Termine
Date | Time |
---|---|
Monday, 02.09.2019 | 11:30 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Monday, 02.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 11:30 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Tuesday, 17.09.2019 | 13:45 - 15:15 |
Friday, 20.09.2019 | 15:30 - 17:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 23.09.2019 | 11:30 - 13:00 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Monday, 07.10.2019 | 11:30 - 15:15 |
Tuesday, 15.10.2019 | 15:30 - 18:45 |
Monday, 21.10.2019 | 09:45 - 11:15 |
Lernerfolge
The course enhances five categories of competences. The practical orientation of the course shows in its emphasis on procedural knowledge:
1) In regard to factual knowledge, participants are enabled to
- apply sales jargon to discussing the status of a negotiation (such as BATNA, ZOPA, walk-away price, logrolling, good cop – bad cop, and other idioms),
- understand the specifics and terminology of pricing in various industry sectors (real estate, metals, wind energy, healthcare), and
- define pricing performance indicators.
2) In regard to conceptual knowledge, participants are enabled to
- analyze negotiation interests and positions,
- evaluate alternative price strategies in a given market context,
- interpret financial data, to analyze customer value,
- calculate price-trade-offs against other profit drivers,
- calculate activity-based costs of products and services, and
- analyze deal profitability,
3) In regard to pricing-specific procedural knowledge, participants are enabled to
- apply a structured negotiation process and blueprint,
- demonstrate financial value to the customer,
- evaluate price strategies in a commoditized market,
- create a negotiation strategy,
- deal with negotiation tactics and price objections, and
- provide constructive feedback on negotiation behavior of others.
4) In regard to general business-relevant procedural knowledge, participants are enabled to
- prepare for business meetings and internal committee sessions,
- make the best out of a limited preparation time budget,
- make concise contributions to meetings,
- constructively build and comment on contributions by other participants in the meeting,
- derive a course of action from a careful analysis of the situation and a structured evaluation of alternatives, and,
- generally, to negotiate anything.
5) In regard to metacognitive knowledge, participants are enabled to
- evaluate their own negotiation behavior and skills and
- create a skill profile for price managers.
Literatur
There is no required textbook. We have not found a book that covers the range of topics discussed by this course. The learning material for this course includes presentation slides, articles, case studies, role-plays, videos, and black board notes. These and further course-related information are available on the learning management system myWHUcourses (another name for it is “Moodle”).
Lernmethoden
The overall learning method mix across all class sessions of this course is:
- 35% role-play sessions between students,
- 30% case-based discussions with concluding mini-lectures,
- 28% interactive concept lectures,
- and 7% managerial guest lectures.
A video shows the style of case-based sessions: https://www.youtube.com/watch?v=IbNNsq1fC0A. This way of learning requires a great amount of energy, both from the student and from the teacher.
Art der Prüfung
The grading policy in this course has two differentiating characteristics:
- 100% individual performance. No team grades. No peer evaluation.
- No sit-down, speed-writing exam under time pressure, no memorizing of PowerPoint slides, no black-out risk.
The course grade is composed as follows:
- 14%: three class preparation notes (pdf, bullet points are enough, ca. 500-750 words)
- 6%: one role-play log
- 25%: three qualitative and three quantitative online quizzes
- 55%: three individual take-home papers (pdf, essay)
Voraussetzungen
Enrollment in this course is not limited by pre-experience prerequisites. In particular, it is not necessary to have taken my other courses in the program - this course stands alone. However, what you should be aware of before enrolling in this course is:
Umfang
150