TecnoCampus Foundation
eCampus
University Business
eCampus

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General information

Subject type: Mandatory

Coordinator: Maria Dolors Celma Benaiges

Trimester: Second term

Credits: 4

Teaching staff: 

Valeria Bernardo
Alexandra Mason Llorente 

Academic year: 2025

Teaching course: 2

Languages ​​of instruction

  • Catalan
  • Spanish

Catalan and Spanish. Some of the materials may be in English.  

Competencies / Learning Outcomes

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.

Presentation of the subject

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

 The classroom (physical or virtual) is a safe space, free of sexist, racist, homophobic, transphobic and discriminatory attitudes, either towards students or towards teachers. We trust that together we can create a safe space where we can make mistakes and learn without having to suffer prejudice from others. 

 

 

Contents

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

• 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

Activities and evaluation system

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

- Continuous Assessment 60%: It includes class activities and the delivery of activities proposed throughout the course. These may be theoretical exercises, practical cases, reading control, discussion of articles, etc.

- Final Exam 40%: It encompasses all the contents of the subject. 

A minimum grade of 5 out of 10 is required to pass the exam and the subject.

There will be a retake at the end of the term. Only the Final Exam grade will be retaken, so 60% of the grade is non-retrievable. To be entitled to retake, the student must appear for the exam. 

Any form of academic fraud will be sanctioned in accordance with the center's assessment regulations. If signs of fraud are detected, including the improper use of generative artificial intelligence tools, the subject's teaching staff may call the student for an individual interview with the aim of verifying their authorship.

 

Bibliography

Basic

Nagle, Thomas, & Müller, Georg (2018). The strategy and tactics of pricing: A guide to growing more profitably (6th ed.). Routledge.

Parkin, Michael, Powell, Malcolm, & Matthews, Kate (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.

Complementary

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

Clark, Tim (2012). "Your business model" (2nd ed.). Deusto (Planet Group).

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

Kotler, Philip, & Armstrong, Gary (2017). Principles of marketing. Financial Times Prentice Hall.

Kotler, Philip, Keller, Kevin Lane, & Chernev, Alexander (2022). Marketing management. Harlow, Essex: Pearson Education.

Osterwalder, Alexander, & Pigneur, Yves (2010). Business model generation: A handbook for visionaries, game changers, and challengers. Wiley.