MG4J3 Half Unit
Principles of Pricing
This information is for the 2025/26 session.
Course Convenor
Prof Om Narasimhan
Availability
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. This course uses controlled access as part of the course selection process.
How to apply:
Places on oversubscribed courses will be allocated via a random ballot process with priority given to students with the course in their Programme Regulations, followed by other Department of Management students, then students from elsewhere in the school. Providing you apply before the Department deadline of 10am on Monday 29 September 2025, the time you applied will not be taken into account. Please be aware that places on high demand courses cannot be guaranteed. By submitting an application, students are confirming that they meet any pre-requisites specified. Providing an additional written statement will not aid a student’s chances of being accepted onto a course, and statements are not read.
For further information and updates on course availability during Week 1, please see the Department of Management Electives Moodle page.
Deadline for application:
Please apply by 10am on Monday 29 September 2025 with your first course choices. No allocations are made before this date and time.
For queries contact:
Please view the Department of Management Electives page for contact emails.
This course may be capped/subject to controlled access. For further information about the course's availability, please see the MG Elective Course Selection Moodle page (https://moodle.lse.ac.uk/course/view.php?id=3840).
Requisites
Additional requisites:
This course is not available to MSc Marketing students.
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 lectures in the Winter Term.
This course has a reading week in Week 6 of Winter Term.
In its Ethics Code, LSE upholds a commitment to intellectual freedom. This means we will protect the freedom of expression of our students and staff and the right to engage in healthy debate in the classroom.
Formative assessment
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
Project (40%)
This component of assessment includes an element of group work.
Short answer questions (45%)
Quiz (15%)
Students will work on 'short answer questions' for take home assessment.
For detailed assessment information, including all deadlines and timings, please see the relevant course Moodle page. Assessment timings will be available at the start of each term.
Key facts
Department: Management
Course Study Period: Winter Term
Unit value: Half unit
FHEQ Level: Level 7
CEFR Level: Null
Total students 2024/25: 25
Average class size 2024/25: 25
Controlled access 2024/25: YesCourse 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