WHU | Logo

PTMBA2024 Price Management

Kurs ID
MBA MKT621 SI, MBA MKT621
Art des Kurses
PT MBA LV
Wochenstunden
2,0
Semester
FS 2024
Vortragssprache
Englisch
Vortragende/r
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].
Pricing is the (only) one of the 4Ps generating turnover. Moreover, price is the strongest profit driver! It has direct impact on profits, direct impact on sales volume and indirect influence on fixed costs. Within the scope of price management, participants will get familiarized with the price management process and its four steps strategy phase, analysis phase, decision making phase and implementation phase.

The course covers the following topics:

  • Foundations of price management
  • Price strategy
  • Pricing analysis
  • Price decisions
  • Implementation and monitoring
  • Innovations in price management
Date Time
Saturday, 13.04.2024 09:00 - 16:30
Sunday, 14.04.2024 09:00 - 16:30
Saturday, 20.04.2024 09:00 - 16:30
Saturday, 11.05.2024 23:50 - 23:55
Students participating in this course will gain advanced knowledge in price management, with a high emphasis on managerial and entrepreneurial practice. Theories and managing practices are supported by current examples that are embedded in the lecture and by high profile guest lectures that further provide practical examples to apply the learned theory to real life. Another focus lies on engaging the students’ critical thinking and problem-solving skills.

The course enhances the following 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),
  • critical thinking(e.g., class discussions) and
  • practical knowledge(e.g., guest lectures).
Suggestes readings (not compulsory):[1] Simon, H./Fassnacht, M. (2019):Price Management: Strategy, Analysis, Decision, Implementation (Englisch), 1st. Edition, Springer. [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.Further literature: Will be announced during the lecture.
Guest Lectures (15%), Lecture (70%), Classroom Discussion (15%)

Grading:
100% Take Home Exam
100% Take Home Exam
Basic Marketing Knowledge
60
WHU | Logo