15.818 | Spring 2010 | Graduate
Pricing

Readings

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  
Course Info
As Taught In
Spring 2010
Level
Learning Resource Types
grading Exams with Solutions
notes Lecture Notes
group_work Projects
assignment Written Assignments