General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: Second term

Credits: 4

Teaching staff: 

Georgina Dalmau Sanleandro
Roberto Dopeso Fernandez 

Teaching languages

  • Spanish
  • English

Spanish 70% and English 30% (Articles, Specialized Readings, Case Studies)


Basic skills
  • CB2. That students know how to apply their knowledge to their work or vocation in a professional way and possess the skills that are usually demonstrated through the elaboration and defense of arguments and the resolution of problems within their area of ​​study. .

  • CB5. That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy.

Specific skills
  • CE1. Recognize the environment in which the organization operates, the operation of the company and its functional areas and the instruments of analysis.

  • CE2. Apply the principles of marketing and market research

  • CE4. Analyze and evaluate strategies for developing, launching and positioning new products, as well as making decisions regarding the variable of the product, price, distribution and communication.

  • CE3. Identify the qualitative and quantitative tools of analysis and diagnosis for market research.

General competencies
  • CG1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.

Transversal competences
  • CT5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.


Identify and link the concepts of value proposition and price in the definition of any business model.

Understand the concept of costs and how they relate to determining the price of a product.

Understand what our competition is doing in terms of pricing and whether this should be a point of parity or a point of difference.

Understand the different models of demand and see what effect they have on the price we can set.

Develop the skills to plan and execute a pricing program


Topic 1




The concept of value.

• The concept of value in a business model

• Value by necessity

• Value by resolution

• Real value vs. perceived value

• Continuous improvement value increase

Topic 2

Costs and their Relation to Price

• Relevant vs. irrelevant costs for pricing

• The concept of profit margin

Topic 3

Competition and its influence on Prices

• Analysis of Competition Prices

• Parity Points

• Points of Difference

• Market Segments and Voracity of Competition

• Response to changes in competitors' prices

Topic 4


• Demand models

• Fixed prices

• Dynamic prices

Topic 5

Price vs. Value.

• Linking price and value generated

• Concept of overvaluation

• Alignment / misalignment of the pricing strategy with the value strategy.

Topic 6

Pricing Strategies

• Integration Costs + Competition + Demand + Value

• Designing the pricing strategy

• The price and the other P's of Marketing

• Products that are priceless

Evaluation system

The quarterly evaluation will take into account the following aspects with the weights indicated:

- Continuous Assessment 60% SE2. (Theoretical Exercises, Practical Cases, Reading Control, Discussion of Articles) and SE1 (Class Participation)

- Final Exam 40% SE4 (Required to pass the final exam to pass the course)

There will be a recovery at the end of the quarter. Only the Final Exam grade will be recovered, so 60% of the grade is unrecoverable.



Parkin, M., Powell, M., & Matthews, K. (2014). Economics. Harlow: Pearson.

Smith, Tim J. (2012) Pricing Strategy: Setting Price Levels, Managing Price Discounts, & Establishing Price Structures. Mason, Oh: South-Western Cengage Learning.

Nagle., T., & Müller., G. (2018). The Strategy and Tactics of Pricing: A Guide to Growing More Profitably (6th ed.). Routledge.


Anderson, C. (2009). Free: The future of a radical price. New York: Hyperion.

Kotler, P., Keller, K., & Chernev, A. (2022). Marketing management. Harlow, Essex: Pearson Education.

Kotler, P., & Armstrong, G. (2017). Principles of marketing. Financial Times Prentice Hall.

De Jaime Y Eslava Jose´ (2007) Pricing: New Price Strategies. Madrid: ESIC.

CLARK, Tim. (2012): “Your business model” (2nd Edition). Deusto (Grupo Planeta).

OSTERWALDER A. & PEIGNER, Y. (2010). Business Model Generation: a handbook for visionaries, game changers and challengers. Wiley published.