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Veranstaltungsdetails

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Organisatorische Informationen Kursbeschreibung
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eventdetails open Kursbeschreibung

Sprache:
Englisch
ECTS-Credits:
5
Art der Prüfung (Deutsch):
Written exam
Art der Prüfung (Englisch):
Written exam
Kursinhalt (Deutsch):
The course covers the following topics:
  • Foundations of price management
  • Price strategy
  • Pricing analysis
  • Price decisions
  • Implementation and monitoring
  • Industry specific deep dive (FMCG-companies, retailers, service providers)
  • Innovations in price management
Kursinhalt (Englisch):
The course covers the following topics:
  • Foundations of price management
  • Price strategy
  • Pricing analysis
  • Price decisions
  • Implementation and monitoring
  • Industry specific deep dive (FMCG-companies, retailers, service providers)
  • Innovations in price management
Voraussetzungen für die Teilnahme (Deutsch):
Basic marketing knowledge
Voraussetzungen für die Teilnahme (Englisch):
Basic marketing knowledge
Literatur (Deutsch):
Literature:

[1] Simon, H./Fassnacht, M. (2016): Preismanagement, 4th ed., Wiesbaden: Gabler.

[2] Nagle, T.T./Hogan, J.E./Zale, J. (2011): The Strategy and Tactics of Pricing: A Guide to Growing More Profitably, 5th ed., New Jersey: Pearson Education.

[3] Simon, H. (2013): Preisheiten, Frankfurt: Campus.

[4] Diller, H. (2008): Preispolitik, 4. ed., Stuttgart: Kohlhammer.

[5] Han, S./ Gupta, S./Lehmann, D. R. (2001): Consumer Price Sensitivity and Price Thresholds, in: Journal of Retailing, Vol. 77, No. 4, pp. 435-456.

[6] Kim, J-Y./Natter, M./Spann, M. (2009): Pay What You Want: A New Participative Pricing Mechanism, in: Journal of Marketing, Vol. 73, No. 1, pp. 44-58.

[7] Simonson, I./Drolet, A. (2004): Anchoring Effects on Consumers’ Willingness to Pay and Willingness to Accept, in: Journal of Consumer Research, Vol. 31, No. 3, pp. 681-690.

[8] Monroe, K. B. (2003): Pricing: making profitable decisions, 3rd ed., McGraw-Hill.

[9] Stremersch, S./Tellis, G. J. (2002): Strategic Bundling of Products and Prices: A New Synthesis for Marketing, in: Journal of Marketing, Vol. 66, No. 1, pp. 55-72.

[10] Stephenson, P. R./Cron, W. L./Frazier, G. L. (1979): Delegating Pricing Authority to the Sales Force: The Effects on Sales and Profit Performance, in:Journal of Marketing, Vol. 43, No. 2, pp. 21-28.

[11] Frenzen, H./Hansen, A. K./Krafft, M./Mantrala, M. K./Schmidt, S. (2010): Delegation of Pricing Authority to the Sales Force: An Agency-Theoretic Perspective of its Determinants and Impact on Performance, in: International Journal of Research in Marketing, Vol. 27, No. 1, pp. 58-68.

Further Literature:

Will be announced in the lecture.

Literatur (Englisch):
Literature:

[1] Simon, H./Fassnacht, M. (2016): Preismanagement, 4th ed., Wiesbaden: Gabler.

[2] Nagle, T.T./Hogan, J.E./Zale, J. (2011): The Strategy and Tactics of Pricing: A Guide to Growing More Profitably, 5th ed., New Jersey: Pearson Education.

[3] Simon, H. (2013): Preisheiten, Frankfurt: Campus.

[4] Diller, H. (2008): Preispolitik, 4. ed., Stuttgart: Kohlhammer.

[5] Han, S./ Gupta, S./Lehmann, D. R. (2001): Consumer Price Sensitivity and Price Thresholds, in: Journal of Retailing, Vol. 77, No. 4, pp. 435-456.

[6] Kim, J-Y./Natter, M./Spann, M. (2009): Pay What You Want: A New Participative Pricing Mechanism, in: Journal of Marketing, Vol. 73, No. 1, pp. 44-58.

[7] Simonson, I./Drolet, A. (2004): Anchoring Effects on Consumers’ Willingness to Pay and Willingness to Accept, in: Journal of Consumer Research, Vol. 31, No. 3, pp. 681-690.

[8] Monroe, K. B. (2003): Pricing: making profitable decisions, 3rd ed., McGraw-Hill.

[9] Stremersch, S./Tellis, G. J. (2002): Strategic Bundling of Products and Prices: A New Synthesis for Marketing, in: Journal of Marketing, Vol. 66, No. 1, pp. 55-72.

[10] Stephenson, P. R./Cron, W. L./Frazier, G. L. (1979): Delegating Pricing Authority to the Sales Force: The Effects on Sales and Profit Performance, in:Journal of Marketing, Vol. 43, No. 2, pp. 21-28.

[11] Frenzen, H./Hansen, A. K./Krafft, M./Mantrala, M. K./Schmidt, S. (2010): Delegation of Pricing Authority to the Sales Force: An Agency-Theoretic Perspective of its Determinants and Impact on Performance, in: International Journal of Research in Marketing, Vol. 27, No. 1, pp. 58-68.

Further Literature:

Will be announced in the lecture.

.