General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: Second term

Credits: 4

Teaching staff: 

Roberto Dopeso Fernandez

Teaching languages

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

Learning outcomes

Analyze business competition and identify markets and customers by understanding consumer behavior and using the technological tools of Marketing

Working methodology

The methodology consists of the combination of different types of activities that in combination seek the development of the thematic contents in a dynamic and convenient way. The activities that make up this methodology are as follows:

  • MD1. Master class
  • MD3. Presentations
  • MD4. Video capsules
  • MD5. Seminars
  • MD6. Debates and forums
  • MD7. Case studies
  • MD9. Problem solving and exercises
  • MD10 Research and reading of articles

It is recommended that students bring a laptop for the theoretical sessions in which cases must be resolved to allow collaborative work and the preparation of the written report of the same that must be attached to the Virtual Campus for be evaluated.

Some classes and reading / work materials will be entirely in English.


This subject has methodological and digital resources to make possible its continuity in non-contact mode in the case of being necessary for reasons related to the Covid-19. In this way, the achievement of the same knowledge and skills that are specified in this teaching plan will be ensured. The TecnoCampus will make available to teachers and students the digital tools needed to carry out the course, as well as guides and recommendations that facilitate adaptation to the non-contact mode.

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


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

Learning activities

  • AF1. Theoretical sessions
  • AF2. Seminars
  • AF3. Work in group
  • AF4. Individual work
  • AF5. Personal study
  • AF10. Search, read and prepare reviews / text comments on bibliography / information using ICT or the virtual platform.

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, Thomas T., and John E. Hogan. (2006) The Strategy and Tactics of Pricing: A Guide to Growing More Profitably. Upper Saddle River, NJ: Pearson / Prentice Hall.


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

Kotler, Philip; Keller, Kevin (2011). Marketing Management. 14th Edition. Prentice-Hall

Kotler, Philip, and Gary Armstrong. (2010) Principles of Marketing. Upper Saddle River, NJ: 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.