Prof Om Narasimhan MAR 6.32

This course is available on the CEMS Exchange, Global MSc in Management, Global MSc in Management (CEMS MIM), Global MSc in Management (MBA Exchange), MBA Exchange, MSc in Management (1 Year Programme), MSc in Management and Strategy and MSc in Management of Information Systems and Digital Innovation. 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 with an emphasis on pricing in the digital domain.

30 hours of lectures in the LT.

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.

• 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

Project (40%), coursework (45%) and quiz (15%) in the LT.

The assessment consists of three components.

1. 3 quizzes (individual), each worth 5% of the grade (total 15%). The quizzes will be over the course of the term.

2. An Individual Take-home assignment (45%). The assignment will be after the end of term.

3. A project to be done in groups, due at the end of term (40%)