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Be English-friendly or any other language-friendly means that UC is taught in a language but can either of the
following conditions:
1. There are support materials in English / other language;
2. There are exercises, tests and exams in English / other language;
3. There is a possibility to present written or oral work in English / other language.
1
6.0
0.0 h/sem
26.0 h/sem
0.0 h/sem
0.0 h/sem
0.0 h/sem
0.0 h/sem
1.0 h/sem
27.0 h/sem
123.0 h/sem
0.0 h/sem
150.0 h/sem
Since year
2018/2019
Pre-requisites
Microeconomics
Objectives
The main purpose of this course is to enable students with knowledge about different price strategies that firms operating in imperfect competition markets might use.
Program
PC1. Introduction to price strategies PC2. Setting the price PC3. Price and value PC4. Segmentation PC5. Price promotions PC6. Establishing the price structure PC7. Add-ons, accessories and complementary products PC8. Versioning PC9. Bundling PC10. Subscriptions PC11. Yield management PC12. Competition and prices PC13. Auctions
Evaluation Method
The evaluation of the unit can occur through:
a) Periodic Assessment: - Group work: 40% - Written test: 60%, whose mark cannot be below 7,5v.
b) Final assessment: Written exam (100%)
Teaching Method
The following learning-teaching methodologies (LTM) will be used: LTM1. Expositional, to the presentation of the theoretical reference frames LTM2. Participative, with analysis and resolution of application exercises LTM3. Active, with the participation in classes. LTM4. Self-study, related with autonomous work by the student, as contemplated in the Class Planning.
Observations
-
Basic Bibliographic
Smith, T. (2011) Pricing Strategy: Setting Price Levels, Managing Price Discounts and Establishing Price Structures. South-Western College Publishing. Vohra, R., Krishnammurthi, L. (2012), Principles of pricing : an analytical approach. Cambridge : Cambridge University Press.
Complementar Bibliographic
Nagle, T., Hogan, J., Zale, J. (2016) The Strategy and Tactics of Pricing: A Guide to Growing More Profitably, Routledge. Phillips, R. (2005) Pricing and Revenue Optimization. Stanford University Press. Smith, T. (2011) Pricing Strategy: Setting Price Levels, Managing Price Discounts and Establishing Price Structures. South-Western College Publishing.
