PRICING IN MARKETING
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S2
At the end of the course, the student should be able to:
– The student should be able to calculate the price of a product based on different methods.
– They should also know which components to take into account to set a price (competition, value, cost, etc…).
– The student will be able to know how to communicate value and price to the consumers.
The main learning objectives addressed in this course therefore are: master the appropriate techniques and display expertise in their field; analyze and solve complex problems with the appropriate methodology; work with rigor, precision, and are well organized in a professional environment.
In the first chapter, students will learn how to set a price based on different techniques: cost-based pricing, competitor-based pricing, and value-based pricing. We will discuss which technique is most appropriate in which situation. Also, they will learn how to use choice-based conjoint analysis to set an optimal price. In a second chapter, the students will learn how to communicate the value of the product and the price that has been set by the company (e.g., psychological pricing, price lining, bundle pricing, etc.).
