Class Pricing Policies and Strategies

The Pricing Policies and Strategies curricular unit aims to provide students with fundamental knowledge and skills for making strategic decisions related to pricing in a business context.

Not applicable

1. Introduction 1.1 Pricing, marketing, and strategy 1.2 Pricing strategies and objectives 1.3 Pricing: main obstacles 1.4 Pricing: the human side 2. Price Strategy Development and Implementation 2.1 Traditional pricing methods 2.2 Strategic pricing and value creation 2.3 Price structure 2.4Communication of price and value 2.5 Pricing policies 2.6 Price level 2.7 Price and product lifecycle 2.8 Pricing strategy implementation 3. Costs and Financial Analysis for Pricing 3.1 Price: the role of costs 3.2 Relevant, controllable, incremental, and avoidable costs 3.3 Price for results 3.4 Analysis of the critical point of sales 3.5 Sensitivity analyzes 4. Price as a Source of Sustainable Competitive Advantage 4.1 Understanding the pricing game 4.2 Competitive advantage: only sustainable source for profitability 4.3 Reaction to competition: think before you act 4.4 Competitor information management 4.5 When to compete on price?

The teaching methodology is based on expository and active methods. The expository method is intended for moments of knowledge transmission and active methodologies are used to establish interaction with students.

Baker, W. L., Marn, M. V., & Zawada, C. C. (2010). The price advantage (2nd ed.). New Jersey: John Wiley & Sons, Inc. ISBN: 978-0-470 48177-6. Furtwengler, D. (2010). Pricing for profit - How to command higher prices for your products and services. New York: AMACOM. ISBN: 978-0-8144-1517-7. Hill, P. (2013). Pricing for profit: How to develop a powerful pricing strategy for your business. London: Kogan Page. ISBN: 978-0-7494 6767-8. Meehan, J. M., Simonetto, M. G., Montan Jr., L., & Goodin, C. A. (2017). Gestão de rentabilidade e pricing. Coimbra: Actual Editora. ISBN: 978-989694-241-0. Nagle, T. T., & Müller, G. (2018). The strategy and tactics of pricing: A guide to growing more profitability (6th ed.). Oxon: Routledge. ISBN: 978-1-138-73750-1.