• Bambauer-Sachse Silke

• Schorro Olivier
• Stuhldreier Sanja Maria

In the first part of the course Product and Price Management, we will cover important aspects in the field of product management such as product quality, product line and product mix strategies, product life cycle, new product development and product tests, brand management, packaging decisions, etc.

In the second part of the course, we will deal with important phenomena and strategies in the field of price management such as internal and external factors affecting pricing decisions, discount pricing, pricing strategies, measuring customers’ willingness to pay, price response functions, price presentation techniques, price differentiation, price changes, etc.

Wherever it fits in, we will back up the discussed aspects by data analysis (calculations by hand and interpretation of SPSS outputs - basic SPSS knowledge is required!) as well as case studies. The data analysis parts and the case studies aim to enable the students to back up their strategic knowledge in the field of product and price management by well-founded data analysis and to apply the knowledge gathered during the course.

Throughout the course, we will see the links with marketing practice by looking at many real and interesting company examples.

The purpose of this course is to familiarize the students with the core aspects of product and price management and thus provide them with the knowledge they will need for a future job as a product or pricing manager.

Solomon/Marshall/Stuart (2017): Marketing – Real People, Real Choices

Brassington/Pettitt (2013): Essentials of Marketing

Kotler/Armstrong (2017): Principles of Marketing

Nagle/Hogan/Zale (2017): The Strategy and Tactics of Pricing

Baker (2006): Pricing on Purpose

Janssens/Wijnen/De Pelsmacker/Van Kenhove (2008): Marketing Research with SPSS

Examination time: 60 Min.

Allowed auxiliary means: non-programmable calculator

Examination time: 60 Min.

Allowed auxiliary means: non-programmable calculator