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Haas School of Business Pricing Policy (MBA 269)
University of California, Berkeley Fall 2006
Professor Teck H. Ho
Course Syllabus and Schedule
Instructor: Professor Teck H. Ho
Email: hoteck@haas.berkeley.edu
Coordinator: Laura Gardner, Tel (510) 642-2734
Office Hours: Tuesday 3:00-5:00 p.m. (Class Hours, MW 11:00–12:30 p.m.)
Required Text: The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making (3rd Ed.) by Thomas Nagle & Reed K. Holden
Individual Assignment: Due on October 18, 2006
Group Project: Due on December 6, 2006
Overview and Objectives
Pricing is one of the most important and least understood marketing decisions. This course aims to equip participants with proven concepts, techniques, and frameworks for assessing and formulating pricing strategies. We will learn the process of making pricing decisions and explore innovative approaches for setting prices.
This course consists of three modules. The first module develops the economic and behavioral foundations of pricing. The second module discusses several innovative pricing concepts including price customization, nonlinear pricing, price matching, and product line pricing. The third module analyzes the strengths and weaknesses of several internet-based, buyer-determined pricing models including those of www.priceline.com and www.ebay.com.
Upon completion of this course, participants will
• Gain a solid understanding of current pricing practices in both manufacturing and service industries
• Learn state-of-the-art frameworks for analyzing pricing decisions
• Master the essential techniques for making profitable pricing decisions
Course Materials and Approach
In the course we will use the classic textbook by Nagle and Holden, a variety of readings, and cases. The most important readings and the complete list of cases are contained in the course bulkpack. In addition, lecture notes and handouts...