Marketing Management Course Outline – 2023-24

Pricing
Strategies-
Product &
October, 2023
Services

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Marketing Management Course Outline – 2023-24

Course Name: Pricing Strategies – Product & Services

Faculty : Maninder Singh Program: PGDM
Email : mvasir@gmail.com Contact Hours: 30
Term : V Sessions: 15

1.COURSE OVERVIEW

Pricing as one of the 4Ps of Marketing is usually missed out as a subject of independent study.

Its impact on revenue and profit is widely understood but scientific approaches to price
decisions are infrequently accessed with the firm usually deferring to a cost-plus approach.

This course will provide students with in-depth understanding of the strategic and tactical
issues connected with pricing.

The course uses lectures and case discussions, case write-ups, student presentations, and a
comprehensive final examination to achieve these objectives.

The learning partners are expected to learn via projects and case studies during the course with
a strong hold on how the tool of marketing can be applied to take appropriate managerial
decision making.

2.COURSE OBJECTIVE
1. Critically understand the importance of Strategic Pricing in achieving sustainable growth
for the company.
2. Analyse & evaluate the impact of pricing on the overall competitive advantage for the
company.
3. Develop the ability to use various tools to develop strategic pricing.

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Marketing Management Course Outline – 2023-24

3. LEARNING OUTCOMES
1. Demonstrate an understanding of the strategy and process of price setting
2. Critically evaluate the impact of the firm’s pricing strategy on the business i.e., market
share, profits, brand equity, growth, etc.
3. Analyse and interpret the issues and challenges associated with setting and holding price
in a competitive environment

4. REQUIREMENTS / COURSE PRE-REQUISITES

Completion of Marketing I is prerequisite to take this course, other than brushing up the
graduating concepts of previous educational degree.

5. READING MATERIAL
5.1 Core Text Book:

The Strategy and Tactics of Pricing: A Guide to Growing More Profitably by Thomas Nagle, John
Hogan & Joseph Zale (6th Edition or Latest available edition)

5.2 Additional Book resources:

1. Influence: The Psychology of Persuasion: by Dr. Robert B. Cialdini

2. Pricing with Confidence: 10 Ways to stop leaving Money on the Table by Reed
Holden, Mark Burton
3. The Pricing Model Revolution: How Pricing Will Change the Way We Sell and Buy On and
Off Line By Danillo Zatta, Michael Kirby
4. Confessions of the Pricing man: How Pricing Affects Everything by Hermann
Simon, Richard Elwood

5. Readings and Articles:

Mentioned in Course Plan

6. Case Studies
Mentioned in Course Plan

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Marketing Management Course Outline – 2023-24

7. PEDAGOGY & EVALUATION

The course will be taught through a mix of lectures, discussions, situational analysis, case study
analysis and presentations. Active participation of all students is called for throughout the
course to make it more meaningful.

7.1 Evaluation Scheme:

Assessment Description Marks
Component
No.
1 Quiz 20
2 Term Project 20
3 Term Project- Presentation 20
4 End Term Examination 40
Total 100

Evaluation Rubrics

Components Satisfactory (5) Needs Unsatisfactory

Development (3) (1)
Preparation for the Properly Fairly prepares Poorly prepares
class – Pre-read prepares for the for the class and for the class and
materials and class and participate in participate in
contributions participate in class discussion class discussion
class discussion
Quality of Comments are Comments are Comments
contribution relevant and sometime demonstrates
within the irrelevant and lack of
context of indicate lack of preparation and
discussion. attention during participation
the class
discussion

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Marketing Management Course Outline – 2023-24

Case Analysis and Presentation

Components Satisfactory (10) Needs Unsatisfactory
Development (5) (1)
Identification of the Identifies and Identifies and Identifies and
main issues and understands all understands understands few
problems the main issues some of the of the issues of
of the case issues of the the case
study case
Analysis of the Insightful and Superficial Little or no action
issues and problems thorough analysis of the suggested and/or
and suggesting analysis of all issues of the inappropriate
relevant, thoughtful the issues case and solutions
solutions mentioned in suggesting non presented.
the case along analytical
with solutions for the
appropriate case
solutions of the
case

Term Project

Components Satisfactory (5) Needs Unsatisfactory (1)

Development (3)
Identification of Identifies and Identifies and Identifies and
the main issues understands all understands some understands few of
and problems the main issues of of the issues of the the issues of the
the case study case case
Analysis of the Insightful and Superficial analysis Little or no action
issues and thorough analysis of the issues of the suggested and/or
problems and of all the issues case and inappropriate
suggesting mentioned in the suggesting non solutions
relevant, case along with analytical solutions presented. Page 5 of 11
thoughtful appropriate for the case
solutions solutions of the
case
Marketing Management Course Outline – 2023-24

7.2 GRADING
Students shall be graded as per the institution policy. The scores shall be earned from the
evaluations.
7.3 RE-EXAMINATION / SUPPLEMENTARY POLICY
Re-examination shall be conducted in suitable cases. Students shall submit a research paper to
display understanding of concepts and application covered in the course.
7.4 DETAILS OF EVALUATION
NATURE OF ASSIGNMENTS / PROJECTS WITH INSTRUCTIONS
Case Analysis – Students are expected to read the cases prescribed for assignment, research on
the concepts and analyse critically. The analysis shall be discussed/presented/submitted on
scheduled sessions in usual analysis document format.
Team Projects:
PRICING FOR VALUE – GROUP PROJECT
Select a company that has a portfolio of brands or products in a specific industry for example
detergents or mobile phones or cooking spices.
Ideally these brands/products should span various customer/consumer segments and price
points.
Critically assess the pricing strategy being followed by your selected company or brand in the
context of what you have learnt in the Pricing for Value course.
To have context for the pricing strategy, it is important to also understand the category in
which each brand/product competes in terms of customers/consumer segments and needs and
competitive offerings and pricing.
Here are some areas to explore while evaluating the pricing strategy, though this is by no
means an exhaustive list.
1. What pricing strategy do you think the company is following at an overall level- cost-
based, customer-based, competition-based or value based?
2. Is the company doing a good job of segmenting its various customer/consumer
segments and fixing its pricing levels appropriately? Do the prices which have been set
give a clear signal of which segments they are targeting?
3. Is each brand clearly differentiated in terms of the customer segments to which it is
addressed? What role is price playing in this differentiation?
4. Do you think there are opportunities for the company to either raise or lower prices for
any brand/product or segment? On what basis will you make this recommendation?

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Marketing Management Course Outline – 2023-24

5. Do you see any good examples of usage of metrics and fences?

6. Has the company been able to change the pricing metrics for any of its brands/products
that has given it an advantage in the market?
7. Do you see usage of skim pricing, penetration pricing or neutral pricing in this company?
How effective do you think this strategy has been for the company?
8. How would you rate the quality of pricing communication being done by the company?
Evaluate on pack as well as conventional media like TV, print, digital, etc.
9. What is your assessment of the discounting strategy of the company?
10. How would you rate the company’s pricing strategy compared to its key competitors?
11. What pricing recommendations would you make to the company?
It would be ideal if you are able to interview people from the company as well as their
customers like retailers as one of the inputs to the project.
Teams of 5 students each will work together and submit a Word document file for Plagiarism
Check to the program office.
The class representative of each section will then send the final documents which have been
plagiarism checked via e-mail to Maninder Singh on mvasir@gmail.com
Ensure you mention the Section, group number and the names & roll numbers of each student
on the title page of your project submission.
This project carries a substantial weightage in the final grading and there will be penalty marks
for late submissions and high levels of plagiarism.
End Term Exam- A closed book exam consisting of conceptual and applied questions shall be
held at the end of the term. The exam shall be of 2 hours duration.
7.5 GENERAL GUIDELINES, MINIMUM ATTENDANCE, LATE ENTRY POLICY
Late entry and late submission are not acceptable. In extreme cases, the students shall
communicate with the faculty. Students shall follow attendance policy as set up by the
institution.

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Marketing Management Course Outline – 2023-24

7.6 SESSION PLAN

Session Topic Reading Material/Case

Introduction Core Text: Chapter 1
a) Pricing in the context of
Marketing
1 &2 b) Purpose and Objective of
Pricing
c) The power of strategic pricing
d) Set the best pricing with the
4C marketing framework
3&4 Strategic Pricing: Principles and Core Text: Chapter 1
Challenges a) Case- Mohan Oats
a) Leveraging Profit into b) Note on pricing – Raymond Corey
sustainable growth (HBSP)
b) Strategic Pricing c) Pricing Strategy – Dolan & Gourville
c) Value Creation and Value (HBSP)
Communication
d) Pricing structure, Policy,
setting and competition
5&6 Value Creation and the role of Core Text: Chapter 2
pricing: a) Deliver Like Dominos
b) Pricing – A value based approach –
a) The role of Value Pricing Robert Dolan (HBSP)
b) How to Estimate Economic c) Case: Atlantic Computer: A Bundle
Value of Pricing Options
c) Value Based Marketing
Segmentation

Price and Value Communication: Core Text: Chapter 3

7&8 a) Strategies to influence
Willingness to Pay
b) Adapting the Message for
Product Characteristics
c) Strategies for Conveying
Value
Price Structure:
9 &10 a) Tactics for Pricing Differently
Across Customer Segments
b) Offer Configurations
c) Price Metrics & Price Fences
a) Case: J C Penny (HBSP)
b) Mind Your Pricing Cues – Anderson
& Simester (HBSP)
Core Text: Chapter 4
a) The Good, Better, Best Approach
to Pricing – Rafi Mohammed
(HBSP)
b) Case: Consolidated value at GP

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Marketing Management Course Outline – 2023-24
Setting the price level:
11 &12 a) Setting Prices that capture a
share of the Value Created
b) The Price Setting Process
Communication new Price to the
market
13 & 14 Financial Analysis:
a) Analysing Costs and Profits
for Pricing
b) Evaluating the Financial
Implication of Price
Alternatives
c) Breakeven Analysis
15 & 16 Price Based Competition:
a) Managing Conflict
Thoughtfully
b) Competing to Grow
c) Reacting to Competition:
Think Before You Act
17 & 18 Pricing over the Product Life Cycle
Pricing for Services
19 & 20 Measurement of Price Sensitivity:
a) Research Techniques to
supplement Judgement
b) Types of Measurement
Procedures
Understanding the Constraints on
Pricing
Ethical Constraints on Pricing
7.7 Learning map:
Learning LO1 LO2
Outcome:
Sessions: 2-4 7-8
7.8 Assessment map:
Core Text: Chapter 6
Case: Joy4Home Brands: Pricing
Matters
by Elie Ofek, Oded
Koenigsberg, Marco Bertini
Core Text Chapter 9
a) Case: Subway: Problems with Place,
Product, and Price
by Fabrizio Di Muro
b) A Refresher on Price Elasticity –
Amy Gallo
Core Text: Chapter 7
a) Case: Netflix: Pricing Decision 2011
by David Robinson and Max
Oltersdorf
b) Market Share Myth Article (p-154-
155-156)
a) Case: Headspace vs. Calm: A
Mindful Competition
by Ayelet Israeli and Anne Wilson
b) Reading: How to delight your
customers – HBR article
Core Text: Chapter 8
Case: Kimpton Hotels - Setting
Prices on Priceline (C )
by Chris K. Anderson, John G.
Wilson, Joel Read
Core Text: Chapter 12
LO3 LO4
5-6 11-20
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Marketing Management Course Outline – 2023-24

Course Learning Assessment 1 Assessment 2 Assessment 3

Outcome:
LO1 Y Y
LO2
LO3 Y Y
LO4 Y Y Y

7.9. CURRICULUM MAP

Program Learning Goals

Course L1 L2 L3 L4 L5
name
Marketing Y Y Y
II

Program Learning Goals

L1. To demonstrate an ability to apply and integrate the functional areas of business to make
sound decisions.
L2. To develop competence to identify and solve complex problems using structured, feasible
and creative solutions.
L3. To broaden the intellectual depth through multidisciplinary approach, critical thinking ability
and experiential learning.
L4. To develop the sensibility to care about human lives, community and planet in decision
making.
L5. To exhibit leadership and interpersonal awareness by collaboration and effective
communication for implementing and coordinating organizational activities and managing
change.

8. INTRODUCTION TO COURSE INSTRUCTOR(S)

Maninder Singh
Visiting Faculty

I have been involved with teaching and training for the last 20 years and have been teaching
MBA students at various MBA colleges in Delhi-NCR.

Engineering in Mechanical from DCE and MBA from Panjab University Chandigarh.

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Marketing Management Course Outline – 2023-24

I run a Research Company which is into Market Research and Social Sector Research.

I have been a keynote speaker and our company has been Knowledge Partner for the various
TOURISM conclaves organized by FICCI & PHDCCI.

I was head of services division of my company for the North of India covering 4 states. I have
successfully dealt with Private Sector, Public Sector and Government Sector & Educational
Institutes in various capacities viz. Sales, Negotiation, Teaching, and Execution.

END OF DOCCUMENT

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