Prof Om Narasimhan NAB5.06

This course is available on the MSc in Marketing. This course is available with permission as an outside option to students on other programmes where regulations permit.

The content of the course is organised into two principal modules: (1) pricing strategy and fundamentals and (2) pricing tactics and implementation. The first module of the course covers the fundamental analytical tools, theories, and conceptual frameworks needed for price strategy formulation. Basic principles from marketing, economics, and psychology will be briefly reviewed and extended. The module provides an in-depth treatment of the role of price in the firm’s value proposition to the customer and the determination of customer response to price. The second module of the course covers pricing tactics and opportunities for achieving price customisation.

30 hours of seminars in the LT.

Students will be engaged in analysing a number of cases, doing numerical problems, as well as analysis data sets using the techniques learned in class. This will set the stage for their group project (gathering and analysing data) as well as the take-home assignment (which will involve numerical problems, case analysis, and analysing data sets).

The Strategy and Tactics of Pricing: A Guide to Growing More Profitably (2010): Nagle, Hogan, and Zale, Prentice Hall.

Pricing Information: How to customize both the product and the price (1998): Carl Schapiro and Hal Varian, Harvard Business School Chapters.

'How to Fight a Price War' (2000): Akshay Rao, Mark Bergen, Scott Davis, Harvard Business Review.

'Is it time to rethink your pricing strategy?' (2012): Andreas Hinterhuber and Stephan Liozu, Sloan Management Review.

'Pricing as a Strategic Capability' (2002): Mark Bergen, Shantanu Dutta, Mark Ritson, Sloan Management Review

Coursework (55%) and project (45%) in the LT.

Coursework is an Individual Take-home assignment and the project will be in groups.

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