Textbook
Nagle, Thomas T., and John Hogan. The Strategy and Tactics of Pricing. 4th ed. Upper Saddle River, NJ: Prentice Hall, 2005. ISBN: 9780131856776.
| SES # | TOPICS | READINGS |
|---|---|---|
| 1 | Introduction |
Lecture notes: Pricing Beyond the 3 Cs Textbook: Nagle, chapter 3 Case: Dolan, Robert J. “Pricing a Value-Based Approach.” Harvard Business School Case. Boston, MA: Harvard Business School Publishing. Case: 9-500-071, December 21, 1999. |
| 2 | Economic value in use: Atlantic computer example | Lecture notes: Pricing Economic Value to the Customer |
| 3 | Pricing under consumer uncertainty |
Lecture notes: Pricing Under Consumer Uncertainty Textbook: Nagle, chapter 4 (pp. 96-101), and chapter 5 |
| 4 | Virgin case | Case: McGovern, Gail. “Virgin Mobile USA: Pricing for the Very First Time.” Harvard Business School Case. Boston, MA: Harvard Business School Publishing. Case: 9-504-028. September 8, 2003. Rev. June 11, 2007. |
| 5 | Measuring customer response to prices |
Lecture notes: Measuring Customer Reactions to Prices Textbook: Nagle, chapter 13 |
| 6 | Colonial homes: Price elasticities | Case: Bell, David E., and Najib Hashem. “Colonial Homes.” Harvard Business School Case. Boston, MA: Harvard Business School Publishing. Case: 9-190-008. July 13, 1989. Rev. May 10 2004. |
| 7 | Pricing to divide customers |
Lecture notes: Pricing to Segment Customers Textbook: Nagle, chapter 4 (pp. 60-78) and chapter 7 |
| 8 | Keurig case | Case: Anderson, Eric T. “Keurig at Home.” Harvard Business School Case. Boston, MA: Harvard Business School Publishing. Case: 9-KEL-021. February 28, 2005. |
| 9 | Technology and pricing | Lecture notes: Pricing and IT |
| 10 | SIMS case | Case: Moon, Youngme. “Electronic Arts Introduces The Sims Online.” Harvard Business School Case. Boston, MA: Harvard Business School Publishing. Case: 9-503-008. August 23, 2002. |
| 11 | Pricing simulation | (materials unavailable) |
| 12 | Pricing simulation (cont.) | (materials unavailable) |
| 13 | Pricing with competitors |
Lecture notes: Out-pricing Textbook: Nagle, chapter 10 |
| 14 | Cigarette wars case | Case: Silk, Alvin J., and Bruce Isaacson. “Philip Morris: Marlboro Friday (A).” Harvard Business School Case. Boston, MA: Harvard Business School Publishing. Case: 9-596-001. September 19, 1995. Rev. December 22, 1997. |
| 15 | Group presentations | |
| 16 | Group presentations (cont.) | |
| 17 | Group presentations (cont.) | |
| 18 | Class wrap up | Lecture notes: Summarizing Pricing |
| 19 | In class final exam |
