The objectives of the course are:
• introducing students to the basic concepts of price management;
• understanding the role and importance of price management in a company's operations;
• acquiring basic knowledge and techniques in the field of price management for solving specific situations in practice and making pricing decisions.
1. Fundamentals of price management
2. Pricing factors. Value creation and value communication.
3. Consumer price perception
4. Pricing strategies
5. Price segmentation
6. Pricing of interconnected products
7. Price management throughout the product life cycle
8. Price management in distribution channels
9. Retail prices
10. Pricing in a multichannel environment
11. Prices in the international environment
12. Ethical and legal constraints on price management
After completing the course, the student will be able to:
1. determine potential pricing decisions taking into account the comprehensiveness of the pricing management approach,
2. assess the suitability and sustainability of applicable pricing strategies,
3. review the advantages and disadvantages of certain pricing decisions for specific situations,
4. critically assess business cases from practice on price management in a modern environment.
