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B2C Price Management-M-

Kurs ID
Art des Kurses
MSc Kurs
HS 2019
Prof. Dr. Martin Fassnacht
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].
The course covers the following topics:
  • Foundations of price management
  • Price strategy
  • Pricing analysis
  • Price decisions
  • Implementation and monitoring
  • Industry specific deep dive (FMCG-companies, retailers, service providers)
  • Innovations in price management
Date Time
Thursday, 07.11.2019 11:30 - 17:00
Thursday, 14.11.2019 08:00 - 13:00
Wednesday, 27.11.2019 08:00 - 13:00
Friday, 29.11.2019 08:00 - 13:00
Monday, 02.12.2019 13:45 - 18:45
The course enhances six categories of competences:
  • factual knowledge (e.g., pricing terminology, characteristics of price management),
  • management capacities (e.g., price as powerful marketing instrument),
  • global knowledge (e.g., different industries, innovations, consumer insights),
  • teamwork (e.g., case study),
  • critical thinking (e.g., classroom discussions, development of solutions for the case study) and
  • practical knowledge (e.g., guest lectures).
Literature:[1] Simon, H./Fassnacht, M. (2016): Preismanagement, 4th ed., Wiesbaden: Gabler.[2] Nagle, T.T./Hogan, J.E./Zale, J. (2011): The Strategy and Tactics of Pricing: A Guide to Growing More Profitably, 5th ed., New Jersey: Pearson Education.[3] Simon, H. (2013): Preisheiten, Frankfurt: Campus.[4] Diller, H. (2008): Preispolitik, 4. ed., Stuttgart: Kohlhammer.[5] Han, S./ Gupta, S./Lehmann, D. R. (2001): Consumer Price Sensitivity and Price Thresholds, in: Journal of Retailing, Vol. 77, No. 4, pp. 435-456. [6] Kim, J-Y./Natter, M./Spann, M. (2009): Pay What You Want: A New Participative Pricing Mechanism, in: Journal of Marketing, Vol. 73, No. 1, pp. 44-58.[7] Simonson, I./Drolet, A. (2004): Anchoring Effects on Consumers’ Willingness‐to‐Pay and Willingness‐to‐Accept, in: Journal of Consumer Research, Vol. 31, No. 3, pp. 681-690.[8] Monroe, K. B. (2003): Pricing: making profitable decisions, 3rd ed., McGraw-Hill.[9] Stremersch, S./Tellis, G. J. (2002): Strategic Bundling of Products and Prices: A New Synthesis for Marketing, in: Journal of Marketing, Vol. 66, No. 1, pp. 55-72.[10] Stephenson, P. R./Cron, W. L./Frazier, G. L. (1979): Delegating Pricing Authority to the Sales Force: The Effects on Sales and Profit Performance, in:Journal of Marketing, Vol. 43, No. 2, pp. 21-28. [11] Frenzen, H./Hansen, A. K./Krafft, M./Mantrala, M. K./Schmidt, S. (2010): Delegation of Pricing Authority to the Sales Force: An Agency-Theoretic Perspective of its Determinants and Impact on Performance, in: International Journal of Research in Marketing, Vol. 27, No. 1, pp. 58-68.Further Literature: Will be announced in the lecture.
The course emphasizes on providing the participants with a solid knowledge in price management through lectures, which are intended to stimulate active discussions throughout the class. High profile guest lectures further provide practical examples to apply the learned theory to real life.
Written exam
Basic marketing knowledge
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