Pricing Strategy

(3 Credits)

Pricing is a crucial marketing component, evolving into a specialized field with advanced analytics. This course reviews various pricing strategies and approaches to capturing value through metrics and price fences. Students analyze their impact on revenue growth by exploring traditional and emerging business models like freemium, on-demand, subscription services, and the gig economy. Through practical exercises, students learn to establish consumer willingness to pay, calculate elasticity, and assess trade-offs. The course also covers how value and pricing decisions are communicated through marketing techniques. Additionally, students evaluate enterprise-wide governance, implementation, and controls to ensure effective pricing decisions, emphasizing pricing’s role in driving top-line revenue growth.