2017-2018 Academic Catalog

Apr 19, 2024

2017-2018 Academic Catalog [ARCHIVED CATALOG]

MKT 5406 - Market Pricing

This course provides the fundamental principles and practices underlying successful pricing strategy. Pricing is the most critical issue with which marketers have to contend! Whereas product, promotion, and distribution create value in the marketplace, price captures that value in terms of profits. Thus strategic pricing is the interface between marketing and finance. It involves finding a balance between the customer’s desire to obtain good value, and the firm’s need to cover costs and earn profits. In this course, students develop a systematic approach for the analysis of market pricing decisions. In-class exercises are utilized to improve students’ decision-making skills by requiring students to make and defend pricing decisions in the context of realistic problem situations. Topics include: financial break-even analysis, value creation, segmented pricing, pricing involving substitutes and complements, behavioral pricing, pricing product lines for complex channels of distribution, and life cycle and learning-curve pricing.

Prerequisites: MKT 4400 or waiver.

Anticipated Terms Offered: Varies