Course for Master's Programmes

Module M.WIWI-BWL.0075

Lecturer: Prof. Dr. Yasemin Boztug

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Teaching Assistant: Ahmet Samet Ergün

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Time and Place:

Lecture:

Tuesdays, 12:15 pm – 1:45 pm, 22.10.2024 - 03.12.2024, Room: ZHG 007

Thursdays, 12:15 pm – 1:45 pm, 24.10.2024 - 28.11.2024, Room: ZHG 006



Tutorial:

Wednesdays, 2:15 pm - 3:45 pm, 30.10.2024 - 05.12.2024, Room: ZHG 003

Additional tutorial on Thursday, 05.12.2024, 12:15 pm - 1:45 pm, Room: ZHG 006

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Required Examination:

Written exam: 60 Minutes - 6 Credits

Exam Date:

Date: Wednesday, 17.12.2024, 12:15 pm - 1:15 pm

Room: ZHG 105

Starting with winter term 24/25, the written exam will span 60 minutes.

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Learning outcomes/core skills:

After successful attendance, the students should be able to implement the most important determin-ants of pricing policy and pricing management, as well as to apply selected marketing techniques, ma-rketing strategies, psychological and economic theories for the analysis of optimal pricing strategies. Further, the students learn to investigate the pricing strategy from a B2B and B2C perspective, compl-eted on case studies and caselets.

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Contents of the lecture:

• Introduction to pricing strategy


• Value creation


• Market segmentation and pricing structure


• Price adjustment


• Pricing strategy and price level


• Cost and financial analysis