Ateneo - UPO

The course is oriented to understand the impact of pricing strategies on the profitability of a business unit. The economic principles behind the adoption of a suitable pricing strategy are analyzed, in relation with the type of product (or service) and the degree of market competition. A particular emphasis is given to the topic of revenue management.

Slides, additional materials and readings are provided by the lecturer through the website, at the URL:
https://www.dir.uniupo.it

In addition, the following textbooks represent a valid support (especially for those students not attending classes).

1) Hermann Simon , Danilo Zatta , Martin Fassnacht. Price management. I: Strategia, analisi e determinazione del prezzo. Franco Angeli Editore, 2013.

2) G. Abrate (2020). Pricing e creazione di valore. Strumenti ed applicazioni manageriali. Aracne Editrice

English textbook:
Tim J. Smith. Pricing Strategy: Setting Price Levels, Managing Price Discounts and Establishing Price Structures. 1st edition, 2012

Understanding and formulating pricing and revenue management strategies.

None

Lectures, exercises and group discussions. Attendance is optional, but recommended.

The exam is written and is composed by a theoretical and consists of a theoretical part and an applied part.

- The strategic role of price and its impact on profitability
- Multiple products and pricing strategies.
- Multiple prices.
- Peak load pricing.
- Dynamic pricing strategies and online pricing strategies.

Understanding the economic and operational principles behind pricing decision.
- Ability to evaluate and formulate pricing decisions in specific context.