MKTG6075

Marketing begins and ends with the buyer. A marketing perspective on Pricing Strategy focuses on the study of delivering value to buyers in a manner that exceeds the value proposition of marketplace rivals, using both internal and external resources. The purpose of this course is to present a framework and provide analytical tools that can help you handle these pricing challenges. From determining consumer needs to assuring customer satisfaction, a clear understanding of buyer behavior is critical to the successful formulation and implementation of pricing strategy. The profitability of Pricing strategies that account for the competitive environment and the role of collaborators whose interests are aligned with that of the organization are an integral over-arching umbrella that informs the course. There are a wealth of analytical tools used in pricing ranging from Economic Value Analysis, to Break-Even Analysis, to estimation of Demand and Elasticity, to Customer Lifetime Value analyses, to game theoretic analyses of competitive dynamics. This course is designed to provide prospective managers the intellectual and analytical tools necessary to design actionable pricing strategies. There will be a strong emphasis on managerial action, and multiple theoretical perspectives will be discussed.

prereq: MBA 6210/6211, MBA or Mgmt Sci MBA student

009648