This class consists of a set of six lectures, and a set of six case discussions, denoted below.
Course calendar.
| Week # |
Topics |
Key Dates |
| 1 |
Lecture: Introduction: Pricing Strategies - the Good, the Bad and the Ugly |
|
| 2 |
Lecture: Economic Value to the Customer (Key Lecture)
Case: Exploring EVC: Cumberland Metal Industries |
|
| 3 |
Lecture: Measuring Demand and influencing Consumer Behavior: A Practical Approach to Pricing a New Product
Case: Pricing a Product for the First Time: Virgin Mobile U.S.A.
|
First exercise distributed |
| 4 |
Lecture: How to Price to Best your Competitors?
Case: How to React to a Price Cut?: Beauregard Textiles
Case: When is Price-Cutting a Good Idea?: Philip Morris |
First exercise due |
| 5 |
Lecture: The Basic Theory of Segmentation
Case: Product Line Pricing: American Airlines Revenue Management |
Second exercise distributed |
| 6 |
Lecture: Customizing Prices in Multiple Ways
Case: Pricing in the Marketing Mix: Keurig |
Second exercise due |