Mekelle University

College of Business and Economics

Department of Marketing
Course Outline for Polices And Strategies

I. PROGRAM: Postgraduate Studies Regular Masters of Art Degree

Course Title:

Pricing Policies and Strategies

Course Code:

Mktm601

Credit Hours

Delivery Time:

Year II Semester I

Course Category: Major

Academic Year:
Instructor:

II. COURSE DESCRIPTION

This course deals with managing and setting pricing strategies for business enterprises. It will
incorporate major issues like Meaning and significance of pricing, Pricing objectives, Factors
affecting pricing decisions, Basic methods of determining price, Pricing procedure, Pricing
policies and strategies .
Moreover, this course deals with managing and setting pricing strategies for medium and large
enterprises, and micro and small enterprises including home based business. The major topics
subsumes in this course include: contribution of effective structuring to the process of pricing,
developing alternative pricing Strategy, rationale of setting pricing strategy.

III. COURSE OBJECTIVES

After learning this course students will be able to:
Describe how different companies offering different products can set price with the
objective of making their business profitable.
Explain the various pricing strategies and policies

 Determine appropriate pricing skills and knowledge for effective business management

IV. COURSE CONTENTS

CHAPTER ONE
1. Pricing products, understanding & capturing products
1.1

What is a Price?

1.2

Factors considered When Setting prices

1.3

Pricing strategies
1.3.1. New-Product Pricing Strategies
1.3.2. Product Mix Pricing Strategies

1.4. Price-Adjustment Strategies

1.5. Price changes
1.5.1. Initiating Price Changes
1.5.2. Responding to Price Changes
1.5.3. Public Policy and Pricing
1.5.4. Pricing within Channel Levels
1.5.5. Pricing across Channel Levels

2. Pricing Decision
2.1. Peak Load Pricing
2.2. Cost-Plus Pricing
2.3. Pricing of Multiple Product
2.4. Pricing Discrimination
3. Price Dynamics
3.1. Measurement of own- and cross-price effects
3.2. Behavioral pricing
3.3. Consumer search and pricing
3.4. Structural models of pricing

3.5. Price cues and customer price knowledge

3.6. Pricing in services
4. Pricing strategies in different types of business enterprises
4.1. Pricing Strategy in Medium and Large Scale Enterprises
4.2. Pricing Strategy in Micro and Small Sized Enterprises

VI. Teaching Methodology

The course will be offered through mix of lectures, discussions, reading and writing assignments.

VII. Assessment Methods

Assignments and quizzes ...25%
Mid Exam 25%
Final Exam50%

VIII. Class room policies

Every student is bound to the universitys rules and regulations

Students shall submit their assignments in time. Late submissions will be subject to 10% penalty
Duplication of assignments is strictly forbidden; it entails stringent penalty.
Every student is required to take all the quizzes. Since quizzes are equivalent to taking
attendance, a student who fails to take the quiz shall get zero.
Cheating of any form is illegal. If a student is found cheating, s/he shall be penalized as per the
universitys rules and regulations
Students shall make their cell phones silent while they are in class

IX. References:
1. Dolan, Robert. (1991). Strategic Marketing. Harvard Business School:
New Delhi.
2. Kotler, Philip, Dipak, Jain & Suvit, Maesincee. ( 2002). Marketing
Moves. Michigan.
3. Lamb, McDaniel H. (2004). Marketing Management. 6th ed. NewYork

4. Mescon, Michael, Courtland, Bovee and Thill, John. (1999). Business

Today. Washington.
5. Salvatore, Dominick. (1993). Managerial Economics. New York:
McGraw-Hill Book Co.
6. Schmit .Berned. (1999). Experiential Marketing. New York.