| Dozent/in |
John Zhang; Wharton Business School and worldwide leading pricing expert |
| Veranstaltungsart |
Vorlesung |
| Code |
FS211235 |
| Semester |
Frühjahrssemester 2021 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Bachelor
Master |
| Termin/e |
Mo, 22.02.2021, 18:15 - 20:00 Uhr, ZOOM
Mo, 01.03.2021, 18:15 - 20:00 Uhr, ZOOM
Mo, 08.03.2021, 18:15 - 20:00 Uhr, ZOOM
Mo, 15.03.2021, 18:15 - 20:00 Uhr, ZOOM
Mo, 22.03.2021, 18:15 - 20:00 Uhr, ZOOM
Mo, 29.03.2021, 18:15 - 20:00 Uhr, ZOOM
Mo, 12.04.2021, 18:15 - 20:00 Uhr, ZOOM
Mo, 19.04.2021, 18:15 - 20:00 Uhr, ZOOM
Mo, 26.04.2021, 18:15 - 20:00 Uhr, ZOOM
Mo, 03.05.2021, 18:15 - 20:00 Uhr, ZOOM
Mo, 10.05.2021, 18:15 - 20:00 Uhr, ZOOM
Mo, 17.05.2021, 18:15 - 20:00 Uhr, ZOOM
Mo, 31.05.2021, 18:15 - 20:00 Uhr, ZOOM |
| Umfang |
2 Semesterwochenstunden |
| Turnus |
weekly
via Zoom |
| Inhalt |
This course is designed to equip you with the concepts, techniques, and latest thinking bearing on pricing issues, with an emphasis on ways in which you can help a firm to improve its pricing. The first half of the course covers the fundamental analytical tools, theories and conceptual frameworks needed for understanding and formulating pricing strategies. From this part of the course, you will learn not only how to analyze costs, customers, and competitors in order to formulate proactive pricing strategies, but also specific ideas that you can use to help a firm to improve its pricing. The second half of the course focuses on how to design your pricing structure. This part of the course will help you to gain insights into successful pricing tactics in various industries and discuss how to improve a firm’s pricing through a thoughtful, sophisticated pricing structure. Upon successful completion of this course, you will (a) gain in-depth knowledge of current pricing practices in diverse industries, (b) learn the state-of-the-art analytical framework for making proactive pricing decisions, (c) master the basic quantitative techniques for analyzing and making pro?table pricing decisions, and (d) improve your acumen for strategic thinking, so that you can excel in today’s competitive, data rich business environment
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| Sprache |
Englisch |
| Begrenzung |
70 |
| Anmeldung |
To attend the course / exercise, registration via e-learning platform OLAT is required. Registration is possible from 8 February to 5 March 2021. The students themselves are responsible for checking the creditability of the course to their course of study. Direct link to OLAT course:
https://lms.uzh.ch/url/repositoryentry/16940630515 |
| Leistungsnachweis |
Your performance in the course will be evaluated on the basis of two individual assign- ments and two group assignments: a short group case writeup (15%), an individual homework assignment (20%), the individual final assessment (30%), and a group project (35%).
Individual Assignments
The homework assignment, accounting for 20% of your final grade, will involve some technical analysis of pricing issues. The final assessment is designed to assess your learning in class and from assigned reading materials. This assement will account for 30% of your final grade.
Group Project
You are also expected to complete a project with your group, which accounts for 35% of your final grades (15 double-spaced pages maximum excluding tables and charts). Out of the 35 points, 20 points will be awarded based on your written work and 15 points will be based on your in-class presentation.
The project will give you the opportunity to reflect on what you have learned in the class and apply them to some practical problems or problems of interest to you. The details of the project will be discussed in class. Again, all people in the same group will get the same grades unless there is a serious free-riding problem. The project is due on May 31.
To make sure that you do spend adequate time on the project, you are required to turn in a progress report on March 15, briefly describing what your group plans to do and what you have done up to that point. An unacceptable progress report will reduce the final grade from the maximum 35% to 25%.
There is also a group case writeup on American Airlines’ Value Pricing, which accounts for 15% of your ?nal grade. Your group writeup cannot exceed two double-spaced pages, all inclusive. |
| Abschlussform / Credits |
short group case writeup (15%), individual homework assignment (20%), individual final assessment (30%), group project (35%) / 3 Credits
|
| Hinweise |
***IMPORTANT*** In order to acquire credits, registration via the UniPortal within 08.02. - 05.03.2021 is REQUIRED. |
| Hörer-/innen |
Nein |
| Kontakt |
zjzhang@wharton.upenn.edu
david.finken@unilu.ch |
| Anzahl Anmeldungen |
49 von maximal 70 |
| Literatur |
Required materials for the course include the following book – please make sure to purchase the book prior to the lecture:
“Smart Pricing” by J. Raju and Z. John Zhang (NJ: Pearson Education and Wharton Publishing) available at http://www.amazon.com/smart-pricing-businesses-innovation-profitability/dp/013149418x. If you’d like more readings, you could check out “The Strategy and Tactics of Pricing”, 5th Edition, by Thomas T. Nagle, John Hogan, and Joseph Zale. All cases are available through hbr.org and rest of the reading assignments are available on OLAT.
For further information on the cases and where to purchase them, please have a look on OLAT.
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