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 discusses the scope and challenges of price management, customers´ price behaviours (price search, price evaluation, reactions to prices etc.), what managerial activities are required in an active price management approach, and various strategic issues related to pricing. In addition, the course relates pricing to value.