SVKM’s

NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES

POST GRADUATE DIPLOMA IN MANAGEMENT
Program: MBA Trimester: VI
Course: Pricing Strategies Code:
Teaching Scheme Evaluation Scheme

Classroo Practical/ Tutorial Credit Continuous Term End

m Group Work s Evaluation Examination
Sessions (TEE)
14 2 60% 40%
Course Rationale:
As market forces are changing in new economy with faster pace than marketing there will be more
competitiveness and complexity emerges in defining and shaping Markets. This course going to give
understanding of the profit /revenue generator the PRICING as an important tool in Marketing
mix.Its importance its role as strategic tool will be highlighted in the course.

Course Objectives:
1. Discuss Pricing Design, Methods and strategies for marketing managers.
2. Discuss Demand Management and Price Setting.
3. Choosing strategies of pricing in different contexts of products,consumers and segments so as to
create value for consumers and generate profits for company.

Learning Outcomes:
1. Understanding the Pricing Methods /Strategies
2. Apply the Concepts &Tools of pricing to real-life and simulated situations
3. Applying the Pricing Strategy in different contexts of markets.

Prerequisite:
 Marketing Management (Core Course)

Pedagogy:
 Lecture / Case Discussion
 Simulation

Textbook:
 Pricing Strategy, Tim J. Smith, Cengage, 2012.

Reference Book:
 The strategy and Tactics of Pricing, Thomas Nagle, John Hogan and Joseph Zale, Prentice Hall,
5e, 2011.

Evaluation Scheme:
 Quizzes 15%
 Simulation/Project work 20%
 Midterm (based on case study) 15 %
 Term-End Exam 50 %
Total 100 %
Session Plan:

Session Topic/ Session Learning Pedagogy Textbook

Outcomes Chapters
& Readings
1-2 Course Introduction  Understand Class discussion Textbook :
how pricing Chapters 1-2
 Introduction to basic methods are
pricing frameworks executed in
different
dynamic and
competitive
marketing
environments
.
 Discuss
various price
frameworks
3-4 Setting the PriceLevels  Apply pricing Case: Textbook :
 Perception and Value methods Atlantic computer : Chapters : 3-
Driving  Design A 5
 Understanding the bundled Bundle of Pricing
environment of offers Options
Demands and types of #2078-PDF-ENG
Demands and pricing Published 2007
issues HBS
5-6 Managing Price Design Segment Class Discussions Textbook :
variations; based Chapters : 6-
 Pricing policy promotional 8
development pricing
 Price segmentation
 Price promotions
 Discount management
 Product life cycle
pricing
7-8 Establishing price  Understandin Case : Textbook :
structures g different SalemTelephone Chapters 9-11
 Price-offer pricing Co.
configuration methods & #104086-PDF-ENG
 Multipart price strategies for Published 2004
structures Yield Revised 2005
 Price fences management HBS
 versioning  Design price
 Subscriptions fences for
market offers
9-10 Financial Aspects of  Decide prices Class Discussion Textbook :
Pricing after Chapters 12-
Costs considering 14
Financial analysis cost and
target profit
 Conduct
Financial
Analyses as
part of

1
 pricing
decision
making.
11-12 Pricing Strategies Formulate & Harvard Textbook :
In different conditions Execute Car Rental Chapters 15 -
Of demand,competition, PRICING Simulation 17
& PLC stages. Strategy over & HBSP
DIFFERENT SIMULATIO
conditions of N
competition READINGS

13-14 Simulations game CourseIntegration Group ---

strategies efforts Learnings &Learning Presentations
& Reflections of projects