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PRICING IN MARKETING

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-M1S1S2-MKT-MA-EI89UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S1S2English
Professeur(s) responsable(s)T.TESSITORE
Intervenant(s)E.CABOOTER, T.TESSITORE


Pré requis

none

Objectifs du cours

The student should be able to calculate the price of a product based on different methods.
They should also know which components to take into account to set a price (competition, value, cost, etc…).
The student will be able to know how to communicate value and price to the consumers.

Contenu du cours

In the first chapter, students will learn how to set a price based on different techniques: cost-based pricing, competitor-based pricing, and value-based pricing. We will discuss which technique is most appropriate in which situation. Also, they will learn how to use choice-based conjoint analysis to set an optimal price. In a second chapter, the students will learn how to communicate the value of the product and the price that has been set by the company (e.g., psychological pricing, price lining, bundle pricing, etc.)


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent study
Group Project26,00  
Estimated personal workload8,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Research
  • Project work
  • Interactive class
  • Case study


Évaluation

Assessment is based on a final group project (report) and in-class exercises (case study, exercises)

Type de ContrôleDuréeNombrePondération
Continuous assessment
QCM0,00040,00
Others
Group Project0,00160,00
TOTAL     100,00




 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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