Calendar
This class consists of a set of six lectures, and a set of six case discussions, denoted below.
| Week # | Topics | Key Dates |
|---|---|---|
| 1 | Lecture: Introduction: Pricing Strategies - the Good, the Bad and the Ugly | |
| 2 | Lecture: Economic Value to the Customer (Key Lecture) Case: Exploring EVC: Cumberland Metal Industries | |
| 3 | Lecture: Measuring Demand and influencing Consumer Behavior: A Practical Approach to Pricing a New Product Case: Pricing a Product for the First Time: Virgin Mobile U.S.A. | First exercise distributed |
| 4 | Lecture: How to Price to Best your Competitors? Case: How to React to a Price Cut?: Beauregard Textiles Case: When is Price-Cutting a Good Idea?: Philip Morris | First exercise due |
| 5 | Lecture: The Basic Theory of Segmentation Case: Product Line Pricing: American Airlines Revenue Management | Second exercise distributed |
| 6 | Lecture: Customizing Prices in Multiple Ways Case: Pricing in the Marketing Mix: Keurig | Second exercise due |
