B2C Price Management - (E-M)

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 in the case study. High profile guest lectureswillfurther provide practical examples to apply the learned theory to real life. Another focus lies on engaging the students’ critical thinking and problem-solving skills. Participants have to deal with the challenges of price management in the course of classroom discussions and a case study with group presentations of their solutions.

SUGGESTED READINGS (not compulsory)1. Simon, H./Fassnacht M. (2019): Price Management, 1st ed., Springer International Publishing.2. Simon, H./Fassnacht, M. (2016): Preismanagement, 4th ed., Wiesbaden: Gabler.3. Nagle, T.T./Müller, G. (2018): The Strategy and Tactics of Pricing: A Guide to Growing More Profitably, 6th ed., New York: Routledge.4. Simon, H. (2015): Preisheiten, 2nd ed., Frankfurt: Campus.5. Diller, H. (2008): Preispolitik, 4. ed., Stuttgart: Kohlhammer.6. Han, S./ Gupta, S./Lehmann, D. R. (2001): Consumer Price Sensitivity and Price Thresholds, in: Journal of Retailing, Vol. 77, No. 4, pp. 435-456.7. 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. 44-58.8. 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. 681-690.9. Monroe, K. B. (2003): Pricing: making profitable decisions, 3rd ed., McGraw-Hill.10. 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. 55-72.11. 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. 21-28.12. 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. 58-68.13. Frohmann, F. (2018): Digitales Pricing. 1st ed., Wiesbaden: SpringerGabler.Further literature will be announced in the lecture.

50% Group presentation of case study (group grade)
50% Final written exam (individual grade)

Basic marketing knowledge

150