ADAMSON UNIVERSITY

College of Business Administration

Management and Marketing Department

1. Course and Instructor Information

College: Business Administration
Department: Marketing and Management Department
Course Title: Pricing Strategy
Course Code: MK316
Pre-Requisite: (MK111) Essentials of Marketing
Co-Requisite:
Credit Units: 3 Units
Instructor: CYPRESS ANN VENUS S. MACAPAGAL
Consultation Hours:

2. Course Description –
This course is designed to teach students the essential concepts and procedures in pricing. It also prepares students to address strategic and tactical pricing issues and to identify
profit-boosting changes in pricing practices across a range of professional contexts. Topics covered include strategic pricing, economic value, price and value communication,
price structure, pricing policy, price level, price competition, and financial analysis.
3. Institutional Graduate Outcome (IGO) and Relationship to Student Outcomes (SO) and Course Outcomes (CO)

INSTUTIONAL GRADUATE STUDENT OUTCOMES COURSE OUTCOMES

OUTCOME

Creative Thinker/ Effective Communicator / SO2 - Apply the basic concepts that underlie each of the functional areas of CO1 – Obtain and demonstrate knowledge on concepts in
Discerning Practitioner / Lifelong Learner business and apply these concepts to business situations. pricing.

Creative Thinker/ Effective Communicator / SO3 – Select the proper decision tools to critically, analytically and
Discerning Practitioner / Lifelong Learner creatively solve problems and drive results. CO2 – Adapt pricing strategies to achieve business goals.

Creative Thinker/ Effective CO3 – Plan, do, study, and act (PDSA) on timely business
Communicator / Discerning SO7 – Plan and implement business related activities
issues for corporate operational continuity.
Practitioner
4. Course Outcome – Student Outcome Matrix

STUDENT OUTCOMES
COURSE OUTCOMES Course Intended
Learning Outcomes
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

CO1 –Obtain and demonstrate knowledge on concepts in pricing. CILO1 E E D

CILO2 E E D

CILO3 E E D

CILO4 E E D
C02 - Adapt pricing strategies to achieve business goals.
CILO5 E E D
CILO6 E E D
CILO7 E E D
C03 - Plan, do, check and act (PDCA) on timely business issues
for corporate operational continuity CILO8 E E D
CILO9 E E D

I- Introductory, 2 – Enabling, 3 – Demonstrative

5. Course Output
As evidence of attaining the above course intended learning outcomes (CILO), the student is required to accomplish and submit the following during the indicated period/dates
within the
term:
Course Intended Learning
COURSE OUTCOMES Required Output
Outcomes
Introduce the strategic pricing value and
its key elements.
CO1 - Obtain and demonstrate knowledge on concepts in pricing. Assignment
Explain the role of value in prices and Quiz
steps value- based market segmentation Think pair share
Reflection
Analyze how to develop compelling Prelim Exam
messages.
Apply the strategies on how to influence
customer willingness to pay, customer Reflection
C02 - Adapt pricing strategies to achieve business goals. expectations, and pricing policy. Quiz
Think pair share
Create a strategy on how to set price that Assignment
capture a share of the value created. Midterm Exam

Evaluate how to manage price

CO3- Plan, do, check and act (PDCA) on timely business issues for corporate operational competition. Reflection
continuity Quiz
Apply useful procedures for measuring Discussion
and estimating price sensitivity Think pair share
Final Exam
Create different pricing strategies for
different Enterprises, to maintain their
customer value and profitability.
6. Rubrics

Assessment for Reflection Paper

CRITERIA Beyond Expectations As Expected Minimally Acceptable Unacceptable

(4) (3) (2) (1)

Research (Content, & Format)
50%
Presentation 35%
(Interview & QA)
Analysis 15%
(Ind. Reflection)
Clear-easily understood
Coherent-Logical and well
organized
Complete-having all necessary parts
Concise-marked by brevity or no
unnecessary information
Coherent-Logical and well
organized
Complete-having all necessary parts
Concise-marked by brevity or no
unnecessary information
Complete-having all necessary parts Concise-marked by brevity or no
Concise-marked by brevity or no unnecessary information
unnecessary information
 7. Learning Plan
M Differentiated Mode of Delivery/Implementation FORMATIVE SUMMATI
O ASSESSMENT VE
Overview and TOPIC INSTRUCTIO LEARNING ACTIVITIES Conventional E-Learning
D ASSESSME
Description of Each Part NAL (Non-Digital (Digital/Technological Learning
U NT
RESOURCES Learning) Asynchronous Synchronous
L of the Module
TO BE USED
E 80% 20%
(CILO)
# 54hrs (.80) = 54hrs (.20) =
43hrs/18wks=2.3/wk 11hrs./18wks=.61/wk
or 2hr& 20mins/wk or 40 mins/ week

1: Strategic Pricing Printed copy/ The students are engaged in FACE TO FACE ONLINE ONLINE • Think pair
E-book in The a pre-recorded lecture ▪ share
-What is strategic The students are ▪ The students • The students • Short quiz
pricing? Strategy and provided by professor and
communicate and the teacher
1 This module introduced Tactics in answer short provided with the • Assignment
the strategic pricing value soft copy or hard with the teacher discuss and
-The 3 Principles of Pricing exercises/activities
cascade containing the six copy of module based on the explain the
Pricing Strategies
key elements of strategic Links to articles and and is guided with given lessons
pricing. -Understanding the infographics of pricing target time of schedule/date interactively
Strategic Pricing strategy completion only. online.
Pyramid ▪ The students
The printed book, could consult
-Implementing the •Online forum discussion the teacher via
pricing Strategy module along with
with the students the required and email or LMS.
-The 3 Pillars Pricing suggested reading
•Link to Different Studies
Strategy materials are
Implementation /Blog/Website for
maximized by the
References
students.
•Links to videos and articles
 2. Economic Value Printed copy/ The students are engaged • FACE TO FACE • ONLINE • Assignments
E-book in in a pre-recorded lecture ▪ ONLINE • Quiz
-The Role of Value in Pricing provided by professor and The students are • Afterthought
CILO2 Pricing answer short provided with the ▪ The students • The students
Strategy; /Reflection
-What are competitive exercises/activities soft copy or hard communicate and the teacher
-Explain the role of value Pricing related with the teacher
2 Reference prices Links to articles and copy of module discuss and
in pricing and steps in materials based on the explain the
-Importance of Value infographics of pricing and is guided with
value-based market through online given lessons
Based Market strategy target time of
segmentation. Segmentation schedule/date interactively
completion
- the 6 Steps in Value •Online forum discussion only. online.
Based Segmentation with the students The printed book, ▪ The students
-The 3 Contributions •Link to Different Studies module along with could consult
of Value /Blog/Website for the required and the teacher via
References suggested reading email or LMS.
•Links to videos and materials are
articles maximized by the
students.

3 3. Price and Value Printed copy/ FACE TO ONLINE ONLINE

The students are engaged
CILO3: Communication E-book in FACE • Quiz
in a pre-recorded lecture •
-Analyze how to develop Pricing •Afterthough
provided by professor and
compelling messages that - The steps in Strategy; answer short The students The students and t /Reflection
The students are
convey the value of key developing value Pricing related communicate the teacher
exercises/activities provided with the
product characteristics. messages materials Links to articles and soft copy or hard with the teacher discuss and
-The type of benefit
through online infographics of pricing copy of module and based on the explain the
sought strategy is guided with target given lessons
-The stages of buying
 process time of completion schedule/date interactively
-Multiple participants •Online forum discussion only. online.
in buying process with the students
The printed book,
-4 aspects of Price •Link to Different Studies
module along with
perception and /Blog/Website for
the required and
implications References
suggested reading
•Links to videos and The students
articles materials are
maximized by the could consult
students. the teacher via
email or LMS.

CO1, CO2
3 PRELIM EXAM CO2 /Test
Printed copy/ The students are engaged FACE TO FACE ONLINE ONLINE • Assignments
4. Price Structure in a pre-recorded lecture ▪
E-book in • Discussion
CILO4: -3 Mechanism use for ▪ The students • The students
Segmented Structure Pricing provided by professor and The students are • Afterthought
answer short provided with the communicate and the teacher
4 - What is Price Strategy; /Reflection
exercises/activities soft copy or hard with the teacher discuss and
-Apply strategies on how to Metrics Pricing related based on the explain the
materials Links to articles and copy of module
influence customer -The Criteria for given lessons
willingness-to-pay.
infographics of pricing and is guided with
Evaluating Price through online schedule/date interactively
strategy target time of
Metrics completion only. online.
-Price Fences and its •Online forum discussion ▪ The students
Categories with the students The printed book, could consult
-Types of Quantity •Link to Different Studies module along with the teacher via
Discounts /Blog/Website for the required and email or LMS.
References suggested reading
 •Links to videos and materials are
articles maximized by the
students.

Printed copy/ The students are engaged FACE TO FACE ONLINE ONLINE • Assignments
CILO5: E-book in in a pre-recorded lecture ▪ • Afterthought
5 5. Price Policy provided by professor and The students are ▪ The students • The students /Reflection
Pricing
Apply ways on how to - Policy Development communicate and the teacher
Strategy; answer short provided with the • Quiz
influence customer - Policy for Price exercises/activities soft copy or hard with the teacher discuss and
expectations and purchase Objections Pricing related based on the explain the
materials Links to articles and copy of module
behavior using pricing - Benefits of Policies given lessons
infographics of pricing and is guided with
policy. for Price negotiations through online schedule/date interactively
strategy target time of
completion only. online.
•Online forum discussion ▪ The students
-4 General Types of with the students The printed book, could consult
Buyers •Link to Different Studies module along with the teacher via
-Power Buyers and --- /Blog/Website for the required and email or LMS.
-Buying Groups References suggested reading
-Policies for managing •Links to videos and materials are
-Price Increase articles maximized by the
-Policies for students.
Transition from Low
one -Off pricing
6 CILO6: Printed copy/ FACE TO FACE ONLINE ONLINE Assignments
The students are engaged
-Create a strategy on how E-book in in a pre-recorded lecture The students The students Discussion
to set price that capture a Pricing The students are
6. Price Level provided by professor and
share of the value created. Strategy; provided with the communicate and the teacher Afterthought
-Goal of price setting answer short
Pricing related exercises/activities soft copy or hard with the teacher discuss and /Refelction
process
materials Links to articles and copy of module based on the explain the
-Price Setting process
through online infographics of pricing and is guided with given lessons
- Defining the Price
Window strategy target time of schedule/date interactively
-Establishing the completion only. online.
Initial Price Point •Online forum discussion
with the students The printed book, The
•Link to Different Studies module along with
- Communicate new students could
/Blog/Website for the required and
Prices in the Market consult the
suggested reading
-Pricing Dynamic References teacher via
materials are
Model. •Links to videos and email or LMS.
maximized by the
articles
students.

MIDTERM EXAM CO4, CO5,

CO6 Test

7. Price competition Printed copy/ The students are engaged in FACE TO FACE ONLINE ONLINE • Assignments
-Price Competition as E-book in a pre-recorded lecture ▪ • Discussion
▪ The students • The students
CILO7: a Positive Game Pricing provided by professor and The students are • Afterthought
-Evaluate how to manage provided with the communicate and the teacher
7 -Competing to grow Strategy; answer short /Reflection
price competition. soft copy or hard with the teacher discuss and
profitably Pricing related exercises/activities based on the
copy of module explain the
-How Do You materials
 Implement through online Links to articles and and is guided with given lessons
Competitive Pricing infographics of pricing target time of schedule/date interactively
-Managing strategy completion only. online.
competitive ▪ The students
information The printed book, could consult
-Understand your module along with the teacher via
•Online forum discussion
Competition the required and email or LMS.
-When should we with the students suggested reading
compete on price? •Link to Different Studies materials are
/Blog/Website for maximized by the
References students.

•Links to videos and articles

Printed copy/ The students are engaged FACE TO FACE ONLINE ONLINE • Assignments
8.Financial Analysis
E-book in in a pre-recorded lecture The students are • Discussion
-Cost Volume Profit ▪ The students • The students
Definition and Pricing provided by professor and provided with the • Afterthought
CILO8: answer short soft copy or hard communicate and the teacher
Application Strategy; /Reflection
--Apply useful procedures exercises/activities copy of module with the teacher discuss and
-Implication of Price Pricing related based on the explain the
for measuring and materials Links to articles and and is guided with
Alternative given lessons
estimating price sensitivity infographics of pricing target time of
8 -Why Incremental through online schedule/date interactively
strategy completion
Cost only. online.
-Why focus on
•Online forum discussion The printed book, ▪ The students
Avoidable cost could consult
with the students module along with
Impact of a Price the teacher via
•Link to Different Studies the required and
Changes? email or LMS.
/Blog/Website for suggested reading
 References materials are
•Links to videos and maximized by the
articles students.

Printed copy in Links to articles and FACE TO FACE ONLINE ONLINE

Pricing infographics of pricing ▪
strategy The students are ▪ The students • The students • Discussion
Strategy;
provided with the communicate and the teacher • Afterthought
Pricing related with the teacher
•Online forum discussion soft copy or hard discuss and /Reflection
materials based on the explain the
9 CILO9: Research and with the students copy of module
through online given lessons
gather different pricing •Link to Different Studies and is guided with
strategies for different 9. Pricing Portfolio /Blog/Website for target time of schedule/date interactively
Enterprises, used to References completion only. online.
maintain their customer •Links to videos and ▪ The students
value and profitability. articles could consult
the teacher via
email or LMS.

CO7, CO8,
FINAL EXAM and CO9 Test
8. Other Requirements and Assessments
Aside from the course output, the student will be graded at other times during the term by the following:
➢ Activities Presentation
➢ Skills application
➢ Comprehension

9. Grading System

Prelim Period Midterm Period Final Period Semestral Grade

Class Requirement = Class Requirement = Class Requirement =

P+M+F = Semestral
60% 60% 60%
Grades
Prelim Exams= 40% Midterm Exams= Final Exams= 40%
40%
65 ≥ 69 (Remedial)
30% 30% 40%
≥ 70 (to pass)

10. Textbook
-The Strategy and Tactics of Pricing, 6th Edition, Tomas T. Nagle and Georg Muller (2018), Routledge

References
-Monetizing Innovation, Madhavan Ramanujam and Georg Tacke (2016), Simon-Kucher & Partners Strategy and Marketing Consultants
-Confession of the Pricing Man (How price Affects Everything), Hermann Simon (2015), Springer International Publishing Switzerland
-Pricing Done Right, Tim J. Smith (2016), John Wiley & Sons, Inc.
 Online Resources:
-https://www.investopedia.com
- https://www.youtube.com
-https://www.educba.com/pricing-strategies-in-marketing/
- https://www.marketingteacher.com/pricing-strategies/
- https://www.learnmarketing.net/Price.htm
-https://www.myaccountingcourse.com
- https://www.blog.hubspot.com
-https://www.googlesearch.com

-https://www.marketbusinessnews.com.com
- https://www.123helpme.com
-https://www.panmore.com
-https://www.openviewpartner.com
-https://www.nyttimes.com
- https://www.techmediatoday.com

11. Online Class Policies

1. Course Policy
Students in this course are expected to conform in all of the University Academic policies. In addition, students should observe the following:

• Attendance:
• Submission of Online Classs Requirements and Performance Report
• Examinations and(Short, Long and Major examination)
• Online Class Decorum-
NO FOUL WORDS
CYBER BULLYING