Pricing
People
Ivens B. S.
Course director
Description
Price management is a direct driver of companies´ economic performance. Many managers see it as the most important among marketing instruments. Price management comprises a variety of individual tools and levers that need to be used in a coordinated manner. The course defines the scope and challenge of price management, discusses customers´ price behaviours (price search, price evaluation, reactions to prices etc.), discusses what managerial activities are required in an active price management approach, and focuses upon various strategic issues related to pricing.
Reference book that participants may find useful to consult:
Monroe K.B. (2003, 3rd ed.) Pricing. Making Profitable Pricing Decisions. Boston: McGraw-Hill (IsBN 0-07-252881-8)
Education
- Master of Science in Communication and Economics in Marketing and Transformative Economy, Elective course, 1st year