Programme PGPX Term V Academic Year 2021-22

Course title Pricing Area Marketing Credits 0.75

Prof. Arvind Sahay

Course Description & Objectives
The one topic that top management can be relied on to be willing to listen to is pricing as it impacts the top line and bottom line directly and immediately. Unfortunately, because of this immediate impact, many managers tend to jump into a pricing decision and ask questions later
leading to pricing decisions which are sub-optimal at best and value destroying at worst leading in some cases to the firm’s loosing its competitive position.

This course provides an opportunity for the participants to understand pricing concepts and develop a systematic framework for assessing, formulating and implementing pricing approaches within the context of a business decision.

Pricing decisions are affected by economic, marketing, organizational, and psychological factors, and must be made within a prescribed legal framework. The course revolves around (a) understanding how consumers view and react to pricing, (b) understanding some pricing
approaches and their strengths and weakness (c) developing the thinking to obtain the right price and (e) how to implement the chosen price approach.

This course is less about the mechanics of setting a price – it is more about understanding the process of making pricing decisions. This course will combine both, developing a proper pricing perspective, and using relevant tools in setting and implementing a price approach. At the end of the course, you should have developed a framework for thinking about pricing that you can apply in your workplace.

o Case Discussions
For all case discussions, it will be assumed that each participant has read and is fully prepared to discuss the case in class. The objective is to play the role of the decision-maker in the case and use the data and information available in the case to do the relevant analyses and make
recommendations. Students should have prepared the case and be able to take and defend a position in the class.
o Lecture/Discussions
These sessions will allow us to examine principles, models, theories, and their application to pricing decisions.