MG403      Half Unit
Pricing Strategy

This information is for the 2022/23 session.

Teacher responsible

Prof Om Narasimhan MAR 6.32

Availability

This course is available on the MSc in Marketing. 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 with an emphasis on pricing in the digital domain.

Teaching

30 hours of seminars in the LT.

Formative coursework

Students will be engaged in analysing several cases, doing numerical problems, and analysing data sets using the techniques learned in class. This will set the stage for their group project (gathering and analysing data) as well as the take-home assignment (which will involve numerical problems, case analysis, and analysing data sets). Students will be taking three short quizzes during the course of the term; these are meant to ensure a proper grasp of the concepts and tools covered in the lectures.

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.

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

Assessment

Coursework (45%), project (40%) and quiz (15%) in the LT.

Coursework is an Individual Take-home assignment and the project will be in groups.

Key facts

Department: Management

Total students 2021/22: 91

Average class size 2021/22: 45

Controlled access 2021/22: Yes

Value: Half Unit

Guidelines for interpreting course guide information

Course selection videos

Some departments have produced short videos to introduce their courses. Please refer to the course selection videos index page for further information.

Personal development skills

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