COURSE

SCHEDULE FOR MKT 4413 PRICING

January 16 Course Introduction

January 23 Class Rescheduled

January 30 Science of Price Perception, Team Formation Exercise

February 6 Pricing Fundamentals and Pricing Effects

February 13 Basic Pricing Mechanism: Auctions
The Pricing Problem
J.C. Penney’s “Fair and Square” Pricing Strategy

February 20 Determining a Beachhead Market/Customer Segmentation:
What Is the Problem? Who Are the Stakeholders?
Metabical: Pricing, Packaging, and Demand Forecasting for a
New Weight-Loss Drug

Term Break Reviewing ABC Costing: Wilkerson Co.

March 6 Pricing Services: Determining the Problem from the
Customers
Virgin Mobile: Pricing for the Very First Time

March 13 Customer Profitability and Customer Life-Time Value
Slots, Tables, and All that Jazz: Managing Customer
Profitability at the MBG Grand Hotel

March 20 Price Wars: the Advantages and Perils of Price Promotion
Culinarian Cookware: Pondering Price Promotion

March 27 Perceived-Value Pricing
Curled Metal Inc.: Engineered Products Division

April 3 Value-in-Use Pricing
Atlantic Computer: A Bundle of Pricing Options

April 10 Pricing and Channels
Natureview Farm

Aril 17 Pricing a New Innovation
Emotiv Systems, Inc.: It’s the Thoughts that Count

Final Presentations Date to Be Scheduled