Pricing and Marketing (4cr)

Objective

The students are able to decide on prices in marketing. They are able to use the correct tools to analyze, plan, implement and evaluate price decisions in marketing. The students participate in the R&D activities of the centre of expertise of the School of Business Administration in accordance with the objectives of the course.

Content

The principles of a company's price management. Price elasticity. Psychological pricing, pricing based on market and competitive situation, cost-based pricing, turnover pricing, pricing based on service value, price differentiation, package pricing. Price decisions concern consumables, expert services, and productive goods. Pricing, discount price and special offer systems in shops.

Qualifications

The students are able to decide on the competitive tools of marketing and on marketing plans.

Assessment criteria, satisfactory (1)

The student's performance corresponds the learning outcomes

o 90-100%: excellent (5)
o 89-80%: very good (4)
o 79-70%: good (3)
o 69-60%: satisfactory (2)
o 59-50%: sufficent (1)