Product and Price Management

Course Code :2106TEWMKT
Study domain:
Academic year:2019-2020
Semester:2nd semester
Contact hours:45
Credits:6
Study load (hours):168
Contract restrictions: Exam contract not possible
Language of instruction:English
Exam period:exam in the 2nd semester
Lecturer(s)Annouk Lievens

3. Course contents *

From a pricing management perspective, the key objective of this course is to understand how different pricing strategies anticipate the value created for customers and hence develop specific prices to capture that value. The following subjects are discussed:

  • Types and determinants of pricing strategies
  • Optimal pricing strategies and integration of different pricing strategies
  • Pricing strategies such as price bundling, participative pricing and ‘pay what you want’
  • Pricing and promotion types and their effects on consumers’ perceptions
  • Pricing and culture :paradox and different perceptions

From a product management perspective, the goal of this course is to understand the two main components of this management area – product development and product marketing – in order to maximise sales revenues, market share and profit margins. The following subjects are discussed:

  • The leadership, management and business competencies of successful product management
  • Intelligence-gathering tools and possible planning frameworks for management
  • Strategic new product initiatives:

    (1) developing road maps and steering the fuzzy front end

    (2) creating and developing business cases

    (3) formulating and executing launch

  • Ongoing life-cycle management and managing brand equity