Lecturer: Prof. Dr. Yasemin Boztug

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Teaching Assistant: Ahmet Samet Ergün

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Target Audience: Master M.Sc. MEB/MDM/MAN, GLOB, FRS, IECO, WIn, WiPäd I & II

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Time and Place:

• Lecture:




• Start: 22.10.2024


• Tuesdays, 12:15 pm – 1:45 pm, 22.10.2024 - 03.12.2024, room: ZHG 007


• Thursdays, 12:15 pm – 1:45 pm, 24.10.2024 - 28.11.2024, room: ZHG 006

• Tutorial:




• Start: 30.10.2024


• Wednesdays, 2:15 pm - 3:45 pm, 30.10.2024 - 05.12.2024, room: ZHG 003


• Additional tutorial on Thursday, 05.12.2024, 12:15 pm - 1:45 pm, room: ZHG 006

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Examination:

Written exam (60 Minutes) - 6 Credits

Wednesday, 17.12.2024, 12:15 pm - 1:15 pm, room: ZHG 105

Starting with winter term 24/25, the written exam will span 60 minutes.

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Learning Goals: After successful attendance, the students should be able to implement the most important determinants of pricing policy and pricing management, as well as to apply selected marketing techniques, marketing strategies, psychological and economic theories for the analysis of optimal pricing strategies. Further, the students learn to investigate the pricing strategy from a B2B and B2C perspective, completed on case studies and caselets.

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Contents:

• Introduction to pricing strategy


• Value creation


• Market segmentation and pricing structure


• Price adjustment


• Pricing strategy and price level


• Cost and financial analysis