Pricing Strategies

3 units

This course equips students with the core concepts, analytical frameworks, and practical tools needed to formulate and evaluate effective pricing strategies. Students will examine the key factors that shape firms’ pricing decisions—including costs, customers, competitive dynamics, and channels—and analyze how these factors influence optimal pricing across a wide range of industries. The course combines lectures with in-class discussions, case analyses, group projects and presentations, and interactive pricing simulation games. Students will learn fundamental theories and analytical approaches for pricing and apply them to real-world managerial problems. Emphasis is placed on developing proactive pricing strategies through systematic analysis of costs, customers, competitors, and channels. Topics include market segmentation and price customization, competitive pricing strategies, pricing of innovative and digital products, price promotions, psychological and behavioral aspects of pricing, dynamic pricing, freemium business models, online pricing and market-making, platform-based business models, and probabilistic selling.