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PM-MB19
MBA-BM 2019-21: Term-VI

XAVIER UNIVERSITY, BHUBANESWAR (XUB)
Xavier Institute of Management (XIMB)

Course- Pricing Management

Credits 1.5
Faculty Name Prof. Dr. Avinash Tripathi
(Additionally, guest lectures by visiting faculty and industry experts)
Program MBA (BM)
Academic Year and Term 2020-21, Term VI


1. Course Description

Pricing is very critical component in the marketing mix. The pricing strategy can be very critical in determining the extent of the success or failure of a product. Further, pricing is the only ‘P’ which generates revenue. Pricing must not be considered just a thing nor a single technique. Pricing is a continual process. Pricing decisions are not done in isolation. They impact every strategy of the organization. The pricing practices are becoming increasingly complex with globalization, proliferation of internet, intense competition among online, offline, and omnichannel players, and customers’ evolving perception of value. Thus, it is pertinent for managers to remain attentive about pricing strategies of competitors and learn constantly from the market.

2. Student Learning Outcomes

· The students will develop an understanding of the pricing strategies.
· The students will be able to analyze pricing structure, pricing policies, price setting process and price segmentation.
· The students will be able to plan price communication.
· The students will be able to implement pricing strategies.
· The students will be able to apply pricing principles in the market-oriented place.

3. Suggested textbook and reading materials

Textbook: The Strategy and Tactics of Pricing (special Indian edition) by Thomas Nagle, John Hogan and Joseph Zale (Routledge publisher)

Reading materials: HBR cases and readings

4. Tentative Session Plan

Session No.Topics
1Strategic pricing and Value creation
2Price structure and Pricing policy
3Price segmentation
4Price setting and Pricing over PLC
5Implementing pricing strategy
6Role of costs and Pricing for profit
7Pricing in competitive place
8Price sensitivity and Psychological pricing
9Price communication and Ethical issues in pricing
10Project presentations
The students are expected to actively participate in the classroom discussion for enhanced learning experience. Students will be required to submit 1-2-page analysis of the case prior to the commencement of the discussion.

5. Tentative evaluation

ActivityWeightage
End-term40
Quizzes (2 nos)20
Class participation10
Readings and case presentations10
Project20

6. Academic Integrity

The academic integrity will be strictly adhered to as per the rules and guidelines of the student’s manual of policy (MOP) of the XUB. In case of any deviation, punitive action will be undertaken as per the academic norms.

Created By: Alora Kar on 11/16/2020 at 12:46 PM
Category: BM 19-21 T-VI Doctype: Document

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