Pricing strategies 2600-MSFRdz2zfpSC
1. Marketing concept of price
• Price definition
• Marketing concept of price - stages
• Automation of price decisions - price bots
2. Approaches to pricing decisions and price calculations
• Approaches to pricing decisions
Negotiated prices
Market prices
• Case study - KGHM Miedź Polska
Prices set by the customer
Prices set by the government
Prices set by the seller
• Price calculations
• Cost calculation
3. Marketing calculation
4. Determination of the price unit
• Units of Measure
• Acquisition method
• Number of products
5. Price positioning
• Price group
• Price positioning strategies - static approach
i. Low price strategy
ii. Average price strategy
iii. High pricing strategy
iv. Case studies - presenting pricing strategies (Southwest Airlines, Piwo EB, Harvard Business School)
• Price positioning strategies - dynamic approach
6. Determining the acceptable price range
• Acceptable price range
• Lower limit – what it is, measurement, reasons, limitations
• Upper limit – what it is, measurement, reasons, limitations
7. Analyzing price variants - demand analysis
• Types and functions of demand
• Price elasticity of demand
• Subjective analysis of customers’ price sensitivity
• Selected techniques of marketing research used in order to define the relation between price and demand
8. Analyzing price variants - competition analysis
• Market structure – participants
• Competition analysis
• Types of competitors’ pricing activities
• Analysis of competitors’ reactions to pricing decisions
9. Analyzing price variants - profitability analysis
• Dimensions of profitability analysis
• Break even point analysis in a mono-assortment company
• Break even point analysis in a multi-assortment company
• Analysis of modified break even point
• Case study - Rejs
10. Determining the basic price
• Marketing goals on a product market
• Calculating basic price - unbundling price
• Calculating basic price – pure bundling price
• Calculating basic price – mixed bundling price
• Case Study - Will you lower the price
11. Differentiated prices
• 1st degree price differentiation
• 2nd degree price differentiation
• 3rd degree price differentiation
Type of course
Mode
Learning outcomes
Student after completing the course:
In terms of knowledge:
Knows and understands in-depth the terminology regarding pricing decisions in the company (K_W01, S3_W01)
Knows and understands in-depth the principles, procedures and practices regarding pricing decisions in the company (K_W02, S3_W02)
Knows and understands complex processes and phenomena that determine pricing decisions in the company (K_W05, S3_W05)
In terms of skills:
Is able to use the theory of the discipline of economics and finance and complementary sciences (management and quality sciences, legal sciences) to recognize, diagnose and solve problems related to pricing decisions in the enterprise, using the appropriate selection of sources and adapting existing or developing new methods (K_U01, S3_U01)
Is able to correctly interpret complex technological, social, political, legal, economic and ecological processes and phenomena and their impact on pricing decisions in the company, using proper selection of sources (K_U02, S3_U02)
Is able to independently and collectively prepare analyses, diagnoses and reports on complex and unusual problems related to pricing decisions in the company and communicate them communicatively present, also in English - using IT and communication tools (K_U03, S3_U03)
Is able to plan, organize and manage team work (K3_U05 S3_U04)
Has the ability to self-educate, improve acquired qualifications and support others in this area (K_U06, S3_U05)
In terms of attitudes:
Is ready to assess and critically approach complex situations and phenomena related to pricing decisions (K_K01, S3_K01)
Is ready to comply with and develop professional ethical standards with pricing decisions in the company (K_K03, S3_K02)
Assessment criteria
Colloquium (test - closed questions, open questions and tasks) - 70%, activity during classes (exercises, case studies) 10%, project (group work) - 20%, attendance at classes - admission to the colloquium - min. 20 hours. from 30 hours
In total, you will be able to earn 100 points during the classes, the number of which will determine the final grade:
0-50 points – grade 2
51-60 points – grade 3
61-70 points – rating 3.5
71-80 points – grade 4
81-90 points – rating 4.5
91-100 points – grade 5
Bibliography
Core bibliography:
• Simon, H., Fassnacht, M. (2019). Zarządzanie cenami. Strategia – analiza – decyzja – wdrożenie. Wydawnictwo Naukowe PWN, Warszawa.
Additional bibliography:
• Karasiewicz, G. (1997) Marketingowe strategie cen, PWE, Warszawa 1997.
• Nagle, T., Hogan, J. , Zale, J. (2016). The Strategy and Tactics of Pricing: A Guide to Growing More Profitably, Oxon, Routledge.
• Waniowski, P (2014) Marketingowe zarządzanie ceną w przedsiębiorstwie, Monografie i Opracowania Uniwersytetu Ekonomicznego we Wrocławiu, Wrocław.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: