杏吧论坛

Prof Om Narasimhan NAB5.06

This course is available on the MSc in Management, MSc in Management and Strategy and MSc in Management, Organisations and Governance. This course is available with permission as an outside option to students on other programmes where regulations permit.

The content of the course is organised into two principal modules: (1) pricing strategy and fundamentals and (2) pricing tactics and implementation. The first module of the course covers the fundamental analytical tools, theories, and conceptual frameworks needed for price strategy formulation. Basic principles from marketing, economics, and psychology will be briefly reviewed and extended. The module provides an in-depth treatment of the role of price in the firm’s value proposition to the customer and the determination of customer response to price. The second module of the course covers pricing tactics and opportunities for achieving price customisation. Our focus shifts from setting the overall price level to making customer-specific or segment-specific pricing decisions. Topics include price promotions, reference prices, price customisation and bundling.