| Bibliography | - H. Simon and M. Fassnacht, Preismanagement, vol. 4. Wiesbaden: Springer Gabler, 2016.
- T. T. Nagle, J. E. Hogan, and J. Zalee, The Strategy and Tactics of Pricing: A guide to growing more profitably. New Jersey: Prentice Hall, 2010.
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| Content of teaching | - Introduction to Price Management
- Pricing Strategies
- Information Base for Pricing in Price Management
- Price-Sales Function, Price Elasticity and Survey Methods
- Procedure of the Price Formation and innovative Pricing-Models
- Willingness of Payment, Value, Methods of Measuring Value and Value-Based Pricing
- Behavioural Science and Psychology of Prices
- Multidimensional Pricing and Price Differentiation
- Product-Spanning Price Optimisation and Bundling
- B2B and B2C Pricing
- Price Management for Services and Solutions
- Excursion: Pricing-Tools, Professional Software for Pricing
- Enforcing Prices, Discounting and Systems of Terms and Conditions
- Communication of Prices, Price Adjustments and Controlling
- International Pricing and Global Price Management
- Pricing and Competition Law
- Organisational Forms of Pricing, Processes, Development Paths, and Change Management in Enterprises
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| Annotation | The course is generally held as block course.
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| Workload | The total workload for this course is approximately 135 hours (4.5 credits): Time of attendance - Attending the lecture: 15 x 90min = 22h 30m
- Attending the exercise classes: 7 x 90min = 10h 30m
- Examination: 1h 00m
Self-study - Preparation and wrap-up of the lecture: 15 x 180min = 45h 00m
- Preparing the exercises: 25h 00m
- Preparation of the examination: 31h 00m
Sum: 135h 00m |
| Aim | Students - know the conceptual and methodic basics of price management (price-sales function, price elasticity and adequate measurement, estimation and optimization techniques)
- know pricing strategies and the managerial instruments of price management (including price communication, enforcement and control)
- know methods of price formation in complex environments (product-spanning price optimization, bundling, services and solutions) and can make use of them
- know and understand pricing processes and the involved pricing department(s) in firms
- know and understand special topics in price management (pricing on the internet, yield management and international price management)
- know the regulatory framework of European competition law
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| Exam description | Assessment consists of a written exam of 1 hour length following §4 (2), 1 of the examination regulation and by submitting written papers as part of the exercise following §4 (2), 3 of the examination regulation. The course is considered successfully taken, if at least 50 out of 100 points are acquired in the written exam. In this case, all additional points (up to 10) from excersise work will be added. Grade: Minimum points
- 1,0: 95
- 1,3: 90
- 1,7: 85
- 2,0: 80
- 2,3: 75
- 2,7: 70
- 3,0: 65
- 3,3: 60
- 3,7: 55
- 4,0: 50
- 5,0: 0
The grade consists of approximately 91% of exam points and 9% of exercise points. |
