Price Management

Dozent/in	Prof. Dr. Reto Hofstetter
Veranstaltungsart	Vorlesung/Übung
Code	HS231300
Semester	Herbstsemester 2023
Durchführender Fachbereich	Wirtschaftswissenschaften
Studienstufe	Bachelor Master
Termin/e	Do, 21.09.2023, 14:15 - 16:00 Uhr, HS 7 Do, 28.09.2023, 14:15 - 16:00 Uhr, HS 7 Do, 05.10.2023, 14:15 - 16:00 Uhr, HS 7 Do, 05.10.2023, 16:15 - 18:00 Uhr, HS 7 Do, 19.10.2023, 14:15 - 16:00 Uhr, HS 7 Do, 19.10.2023, 16:15 - 18:00 Uhr, HS 7 Do, 02.11.2023, 14:15 - 16:00 Uhr, HS 7 Do, 09.11.2023, 14:15 - 16:00 Uhr, HS 7 Do, 09.11.2023, 16:15 - 18:00 Uhr, HS 7 Do, 16.11.2023, 14:15 - 16:00 Uhr, HS 7 Do, 23.11.2023, 14:15 - 16:00 Uhr, HS 7 Do, 23.11.2023, 16:15 - 18:00 Uhr, HS 7 Do, 30.11.2023, 14:15 - 16:00 Uhr, HS 7 Do, 07.12.2023, 14:15 - 16:00 Uhr, HS 7 Do, 07.12.2023, 16:15 - 18:00 Uhr, HS 7 Do, 14.12.2023, 14:15 - 15:45 Uhr, HS 7 (Prüfung) Do, 14.12.2023, 14:15 - 15:45 Uhr, HS 3 (Prüfung)
Umfang	3 Semesterwochenstunden
Turnus	Weekly
Inhalt	Price management is a direct driver of corporate success. Many managers see it as the central marketing instrument. Price management involves a variety of different approaches and perspectives from economics, management or behavioural science. The course covers pricing strategies and positioning, price setting, variation and competition, demand functions and empirical determination of demand, as well as price differentiation and non-linear pricing. The course is supplemented by exercises.
Lernziele	After successful participation, students should be able to implement the most important determinants of pricing policy and price management and to apply selected marketing techniques, marketing strategies, psychological and economic theories to analyse optimal pricing strategies. These include techniques such as targeted price differentiation, non-linear pricing, price bundling and/or aspects of yield management.
Voraussetzungen	Attending the lecture "Marketing Management" is advantageous. Most of the lectures will be held in English. Nevertheless, a sufficient knowledge of both English and German is recommended.
Sprache	Englisch
Anmeldung	To attend the course / exercise, registration via e-learning platform OLAT is required. Registration is possible from 4 – 29 September 2023. 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/auth/repositoryentry/17413472668/coursenode/70448659388630
Prüfung	***IMPORTANT*** In order to take part in the examination, registration via the UniPortal within the examination registration period is REQUIRED. Further information on registration for the examination: www.unilu.ch/wf/pruefungen
Abschlussform / Credits	Written, graded examination / 4.5 Credits
Hinweise	Registration on OLAT is required to access lecture material and gain access to the final examination.
Hörer-/innen	Ja
Kontakt	felix.schakols@unilu.ch
Literatur	Mandatory: Simon, H., & Fassnacht, M. (2016). Preismanagement: Strategie-Analyse-Entscheidung-Umsetzung. Springer-Verlag. Available at the Studi-Laden. Optional: Rao, V. R. (Ed.). (2009). Handbook of pricing research in marketing. Edward Elgar Publishing. Monroe, K.B. (2003). Pricing: Making Profitable Decisions (3rd Edition). New York: McGraw-Hill.