MG403      Half Unit
Pricing Strategy

This information is for the 2016/17 session.

Teacher responsible

Prof Om Narasimhan NAB5.06


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

Course content

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, lifetime value, and price customisation.


30 hours of seminars in the LT.

Students on this course will have a reading week in Week 6, in line with departmental policy.

Formative coursework

Students will be expected to produce 1 piece of coursework in the LT.

This will be in the form of a sample exam.

Indicative reading

The Strategy and Tactics of Pricing: A Guide to Growing More Profitably (2010): Nagle, Hogan, and Zale, Prentice Hall.

Pricing Information: How to customize both the product and the price (1998): Carl Schapiro and Hal Varian, Harvard Business School Chapters.

How to Fight a Price War (2000): Akshay Rao, Mark Bergen, Scott Davis, Harvard Business Review.

Is it time to rethink your pricing strategy? (2012): Andreas Hinterhuber and Stephan Liozu, Sloan Management Review.

Pricing as a Strategic Capability (2002): Mark Bergen, Shantanu Dutta, Mark Ritson, Sloan Management Review


Exam (60%, duration: 3 hours) in the main exam period.
Project (30%, 2500 words) in the LT.
Class participation (10%).

The examination will be an open book exam.

Key facts

Department: Management

Total students 2015/16: 63

Average class size 2015/16: 42

Controlled access 2015/16: Yes

Lecture capture used 2015/16: Yes (LT)

Value: Half Unit

Guidelines for interpreting course guide information

Personal development skills

  • Leadership
  • Self-management
  • Team working
  • Problem solving
  • Application of information skills
  • Communication
  • Application of numeracy skills
  • Commercial awareness

Course survey results

(2013/14 - 2014/15 combined)

1 = "best" score, 5 = "worst" score

The scores below are average responses.

Response rate: 83%



Reading list (Q2.1)


Materials (Q2.3)


Course satisfied (Q2.4)


Lectures (Q2.5)


Integration (Q2.6)


Contact (Q2.7)


Feedback (Q2.8)


Recommend (Q2.9)